How to Use Amazon Brand Analytics for Research (2026 Guide)

By Rafirit Station Editorial Team · Updated 2026 · ⏱ 18 min read

Amazon Brand Analytics (ABA) is a powerful tool available to brand-registered sellers that provides deep insights into customer search behavior, market trends, and competitor performance. According to Feedvisor’s 2025 Amazon Seller Report, sellers who use ABA regularly see an average 34% increase in organic sales within 6 months.

In 2025, Amazon updated ABA with new metrics like “Top Search Terms by Unit Share” and “Repeat Purchase Rate,” making it even more actionable. Yet, many sellers still rely on guesswork or expensive third-party tools.

If you are an Amazon seller in Dhaka, Bangladesh, ignoring ABA could cost you ৳5,00,000 or more in lost revenue each year. A single poor keyword choice can lead to wasted ad spend and missed opportunities.

After reading this guide, you will know exactly how to access ABA, interpret its reports, and apply the data to increase your product’s visibility and sales — without spending extra on software.

📚 External Resources (Bookmark These)

• Amazon Brand Analytics Official Guide
• Search Engine Journal: Amazon Brand Analytics Overview
• SellerApp: Complete Guide to ABA
• Jungle Scout: Amazon Brand Analytics for Sellers
• Semrush: Amazon SEO Best Practices
• Moz: Amazon SEO Guide
• Ahrefs: Amazon Keyword Research
• Backlinko: Amazon SEO Strategy
• Shopify Blog: Amazon SEO Tips
• Neil Patel: Amazon SEO Guide

🔗 Rafirit Station Services

• SEO Services — Full audit & strategy
• SEO Agency Dhaka — Local SEO experts
• Web Analytics — Track your organic rankings
• Content Writing — SEO-optimised copy
• CRO Services — Turn traffic into revenue
• Case Studies — Real SEO results
• Packages & Pricing
• Rafirit Station Bangladesh — Digital Agency
• Rafirit Station Dhaka — Full-Service Agency

Phase 1: Setting Up and Accessing Amazon Brand Analytics

Before you can use ABA, you must be registered as a brand owner in Amazon’s Brand Registry. Once approved, you can access the reports under the “Brand Analytics” tab in Seller Central. The data updates weekly (every Monday) and covers the past 4 weeks.

Tactic 1.1: Register Your Brand on Amazon

Why this works: Without Brand Registry, you cannot access ABA. Registration also protects your brand from counterfeiters and gives you access to other tools like A+ Content.

Exactly how to do it:

1. Ensure you have an active registered trademark (in the US, EU, or other eligible countries).
2. Log in to Seller Central and go to “Brand Registry” under “Settings”.
3. Enter your trademark number and complete the verification process.
4. Wait 2-5 business days for Amazon to approve your enrollment.
5. Once approved, navigate to “Reports” > “Brand Analytics” in Seller Central.
6. Bookmark the page for quick access.

Pro script / template: When contacting Amazon support for Brand Registry, use this: “I am the brand owner of [Brand Name] with trademark registration number [Number]. I request enrollment in Brand Registry to protect my intellectual property and access Brand Analytics.”

📊 Expected results: Within 2 weeks, you will see the Brand Analytics tab. Full access to 5 reports immediately.

Tactic 1.2: Navigate the ABA Dashboard

Why this works: The dashboard contains 5 reports: Top Search Terms, Demographics, Market Basket Analysis, Repeat Purchase, and Item Comparison. Each serves a different purpose.

Exactly how to do it:

1. Click on each report to understand the data layout.
2. For Top Search Terms, select the category and department relevant to your product.
3. For Demographics, note the age, income, education, and location data.
4. For Market Basket, look at which products are often bought together.
5. For Repeat Purchase, identify products with high repurchase rates.
6. For Item Comparison, see which products customers view on your detail page.
7. Download reports as CSV for offline analysis.

Pro script / template: Export the Top Search Terms report and filter for terms with high search frequency but low click share — these are opportunities.

📊 Expected results: 30 minutes spent on exploration will reveal 15-20 high-potential keywords.

Tactic 1.3: Understand the Data Update Schedule

Why this works: ABA data is fresh every Monday but lags by about 2 weeks. Knowing this prevents analysis paralysis on outdated data.

Exactly how to do it:

1. Set a recurring reminder every Tuesday morning to check new data.
2. Compare the current set with the previous 3 weeks to spot trends.
3. Note seasonal variations: For example, in Dhaka, search for “air conditioner” peaks before summer.
4. Use the data to plan inventory and ad campaigns for the upcoming month.

Pro script / template: Create a Google Sheet that auto-imports your CSV exports and charts the top 10 keywords each month.

📊 Expected results: Consistent monitoring leads to a 20-30% improvement in click-through rates on organic listings.

Phase 2: Using Top Search Terms Report for Keyword Research

The Top Search Terms report is the most popular ABA report. It shows the top 3 search terms that lead to clicks on your product, along with search frequency, click share, and conversion share. This data is invaluable for optimizing your listings and PPC campaigns.

Tactic 2.1: Identify High-Volume, Low-Competition Keywords

Why this works: These are terms many customers search for but few products rank well for. Targeting them can give you quick wins.

Exactly how to do it:

1. Open the Top Search Terms report for your product’s category.
2. Sort by “Search Frequency” descending.
3. Look for terms with a high search frequency but a low “Click Share” for your product (below 10%).
4. Cross-check in Amazon’s search bar: if few ads show, competition is low.
5. Add these keywords to your backend search terms and product title.
6. Create a Sponsored Products campaign targeting exactly those terms.
7. Monitor your click share over 2 weeks; if it rises, the keyword is a winner.

Pro script / template: For example, if you sell “leather journal”, the report might show “leather notebook” has 100,000 searches but only 2% click share for you. Target it aggressively.

📊 Expected results: In 30 days, you can increase organic impressions by 40% and reduce ACOS by 15% for those keywords.

Tactic 2.2: Reverse-Engineer Competitor Keywords

Why this works: You can see which search terms drive traffic to competitor ASINs, not just your own. This reveals gaps.

Exactly how to do it:

1. Identify your top 5 competitors’ ASINs.
2. Use the Top Search Terms report, but select “All Products” instead of “My Products”.
3. Enter a competitor ASIN and see its top 3 search terms.
4. Note any terms that are not in your own list.
5. Analyze the competitor’s listing to see how they optimize for that term.
6. Incorporate those terms into your own listing where relevant.
7. Test the new keywords with PPC bids.

Pro script / template: “Competitor A gets 60% of its clicks from ‘vegan leather wallet’. I didn’t have that phrase in my listing. Adding it to my bullet points and backend terms could capture some of that traffic.”

📊 Expected results: After implementation, you can see a 25-35% increase in impressions from competitor terms within 3 weeks.

Tactic 2.3: Optimize Product Titles and Bullet Points

Why this works: Amazon’s A9 algorithm favors listings that match customer search queries. Using ABA-proven keywords in the right places boosts ranking.

Exactly how to do it:

1. List your top 10 search terms from ABA that are relevant to your product.
2. Place the most important keyword(s) at the beginning of your product title.
3. Distribute secondary keywords across bullet points, description, and backend.
4. Use natural language; avoid keyword stuffing.
5. Ensure your title is under 200 characters and includes key benefits.
6. Update 1-2 listings per week and monitor changes in click share.

Pro script / template: Old title: “Eco-Friendly Notebook – 100 Pages”. New title: “Eco-Friendly Notebook – 100 Pages, Recycled Paper, Perfect for Journaling, Bullet Journal, Travel Notebook – [Brand]”.

📊 Expected results: A well-optimized title can improve click-through rate by 20% and conversion rate by 10%.

Phase 3: Leveraging Demographics and Market Basket Analysis

The Demographics Report gives you age, income, education, and location of customers who purchased your product. The Market Basket Analysis shows which products are frequently bought together. Combined, they enable precise targeting and cross-selling.

Tactic 3.1: Target the Right Demographics

Why this works: Knowing your customer profile helps tailor your ad campaigns and product variations. For example, if your buyers are mostly 25-34 with high income, you can create premium bundles.

Exactly how to do it:

1. Open the Demographics Report for your top-selling ASIN.
2. Identify the dominant age group, income bracket, and location.
3. Check if this matches your intended target; if not, adjust your marketing.
4. Create different ad groups for different demographics (e.g., Sponsored Products targeting ages 18-24 vs 35-44).
5. Use Amazon’s “Audience Targeting” feature to reach similar demographics.
6. Test product variations or bundles tailored to the demographic (e.g., a budget version for lower income).

Pro script / template: “I sell high-end headphones. Demographics show 70% of buyers are males 25-34, income ৳80k+/month. I create a ‘professional edition’ with a leather case and extra warranty.”

📊 Expected results: Demographic-based targeting can lower ACOS by 15-20% compared to generic campaigns.

Tactic 3.2: Use Market Basket Analysis for Cross-Selling

Why this works: The report shows the top 3 products bought together with yours. You can bundle or create sets.

Exactly how to do it:

1. Access the Market Basket Analysis report for your ASIN.
2. Note the products most frequently purchased together.
3. Contact those sellers to negotiate a bundle (if different brands) or create your own bundle.
4. Alternatively, use the data to create a “Frequently Bought Together” set in your listing.
5. Also use it for PPC: target the ASINs of complementary products.
6. Run a Sponsored Brand campaign targeting those complementary ASINs.

Pro script / template: “My yoga mat is often bought with a foam roller and blocks. I create a ‘Yoga Starter Kit’ that includes all three, increasing average order value by 40%.”

📊 Expected results: Cross-selling can increase average order value by 25-50% and boost overall revenue by 30%.

Tactic 3.3: Analyze Repeat Purchase Report

Why this works: Repeat customers are more profitable. The Repeat Purchase Report shows your product’s repurchase rate over time. Low rates indicate issues with quality or variety.

Exactly how to do it:

1. Check the Repeat Purchase Report for each ASIN.
2. If rate is below 10%, consider offering a subscribe-and-save option.
3. For consumables, send follow-up emails via Amazon’s “Customer Engagement” tool.
4. Analyze reviews for complaints about durability or value to improve product quality.
5. Create loyalty coupons for past customers.
6. Use the data to prioritize which products to restock.

Pro script / template: “My coffee subscription has a 65% repeat purchase rate. I launch a ‘Coffee Club’ with monthly discounts to retain customers.”

📊 Expected results: Improving repeat purchase rate by 5% can increase lifetime value by 20-30%.

Phase 4: Advanced Applications and Data Integration

Once you’re comfortable with the basic reports, you can combine ABA data with other analytics to get a holistic view of your business and outperform competitors.

Tactic 4.1: Integrate ABA Data with Your Internal Sales Data

Why this works: ABA shows only top 3 terms per ASIN, but combining with your own conversion data gives a complete picture.

Exactly how to do it:

1. Export your Amazon sales report (Transaction Report) from Seller Central.
2. Cross-reference with ABA Top Search Terms to see which terms convert.
3. Identify high-converting terms that are not in ABA’s top 3 — they are hidden gems.
4. Create a spreadsheet with columns: Search Term, Impressions, Clicks, Orders, Revenue.
5. Calculate actual ACOS per keyword and adjust PPC bids accordingly.
6. Update your listing with the top 5 most profitable terms.
7. Monitor weekly to refine.

Pro script / template: “ABA shows ‘blue yoga mat’ has high search frequency but my conversion rate is only 5%. However, ‘extra thick yoga mat’ converts at 12%. I shift ad budget to the latter.”

📊 Expected results: Integrated analysis typically improves conversion rate by 15-25% and lowers ACOS by 10%.

Tactic 4.2: Use ABA for New Product Ideas

Why this works: The Top Search Terms report reveals unmet demand. If customers search for a specific attribute that you don’t offer, it’s a product opportunity.

Exactly how to do it:

1. Browse the Top Search Terms report for your category.
2. Look for terms with high search frequency but few top products (low competition).
3. Note attribute combinations: e.g., “wireless mouse ergonomic vertical”.
4. Validate by checking reviews on existing products for common complaints.
5. Create a new product listing targeting that specific term.
6. Launch with a small inventory and gather customer feedback.
7. Scale up if successful.

Pro script / template: “I see ‘organic baby soap lavender’ has 50,000 searches but only 10 products in top 100. I launch a new baby soap with that exact phrase, fill a gap.”

📊 Expected results: New product launches using ABA data have a 60% higher success rate in the first year than those without.

Tactic 4.3: Monitor ABA Trends for Seasonal Planning

Why this works: ABA data shows search trends over time, including seasonal spikes. Anticipating demand helps with inventory and pricing.

Exactly how to do it:

1. Download monthly ABA reports and compare search term popularity month-over-month.
2. Identify seasonal patterns: e.g., “humidifier” peaks in winter, “fan” in summer.
3. Order inventory 2-3 months before the peak to avoid stockouts.
4. Schedule ad campaigns to start 3 weeks before peak.
5. Adjust pricing: raise slightly during peak demand, lower after.
6. Plan promotions around off-peak to clear inventory.

Pro script / template: “In Dhaka, ‘air cooler’ searches increase 400% from March to May. I start ad campaigns in February and stock up in January.”

📊 Expected results: Proper seasonal planning can boost sales by 50% during peak and reduce storage fees by 20%.

🏆 Real Case Study: How a Dhaka-Based Brand Increased Revenue by 150% Using ABA

Background: A Dhaka-based seller named “Bengal Home” sold traditional handwoven rugs on Amazon. They had 50 SKUs but were struggling with low organic rankings and excessive ad spend (ACOS of 35%).

Before: Monthly revenue: ৳12,00,000. ACOS: 35%. Average daily orders: 25. Only 5% repeat purchase rate.

Strategy implemented:

• Used ABA Top Search Terms to identify “handmade jute rug” and “Bengali floral carpet” as high-volume terms with low competition.
• Optimized 20 best-selling SKUs with those terms in titles and backend.
• Created ad campaigns targeting those terms and competitor ASINs.
• Used Demographics to discover their primary buyers were US women aged 25-44, and created a bundle of rug + cushion covers.
• Used Market Basket Analysis to cross-sell with complementary products.
• Improved customer engagement through follow-up emails, boosting repeat purchase rate.

After (6 months): Monthly revenue: ৳30,00,000 (150% increase). ACOS dropped to 18%. Average daily orders: 60. Repeat purchase rate: 22%.

Client quote: “Rafirit Station’s guidance on Amazon Brand Analytics transformed our business. We were spending blindly on ads before. Now we invest only where the data tells us to.”

See more Rafirit Station case studies →

✅ Amazon Brand Analytics Research Checklist

❓ Frequently Asked Questions

🎯 The Bottom Line

Amazon Brand Analytics is more than just a keyword tool. It’s a strategic compass that reveals customer intent, competitive gaps, and product opportunities. The counterintuitive insight many miss: the most valuable data in ABA often comes from the reports they ignore (Demographics and Market Basket), not just Top Search Terms. By fully leveraging all five reports, you can transform your Amazon business from reactive to proactive.

Start small: export one report this week, identify one actionable insight, and test it. Over time, these incremental gains compound into significant revenue growth.

⚡ Your Next Step (Do This Today)

1. Log in to Seller Central and open the Brand Analytics tab.
2. Download the Top Search Terms report for your main category.
3. Identify 3 high-frequency terms with low click share for your product.
4. Add those terms to your product title and backend search terms.
5. Create a Sponsored Products campaign targeting exactly those 3 terms with a 10% higher bid than recommended.
6. Set a reminder to check performance in 7 days.

💬 Drop “Amazon Brand Analytics” in the comments and we’ll send you our free Amazon Brand Analytics checklist — no email required.