Who has access
According to Amazon's help, Brand Analytics is available only to sellers who hold the Brand Representative role for a brand in Brand Registry — you need to be an internal user of the brand and responsible for selling it. Amazon's selling pages add the requirement of a Professional selling account. If you see a permissions error, the account's primary admin needs to grant "Amazon Brand Analytics" in user permissions.
An authorized reseller of a brand doesn't have access to that brand's Brand Analytics.
What it shows
The dashboard presents search query volume, impressions, clicks, add-to-carts and purchases, according to Amazon's help. For each search query, it gives two columns per stage:
| Stage | Total for the search | Your product or brand |
|---|---|---|
| Search volume | how many times shoppers searched the query | — |
| Impressions | all appearances in the results | your appearances and your share |
| Clicks | total clicks | your clicks and your share |
| Add-to-carts | total add-to-carts | your add-to-carts and your share |
| Purchases | total purchases | your purchases and your share |
An impression is counted every time the ASIN is shown on the search results page, including organic and Sponsored Products results. For each stage, the report also gives the median price — for the search total and for your product.
There are two views: brand, where each row is a search tied to the brand's catalog (up to 1,000 searches), and ASIN, where each row is a search tied to one product. Through the API, the report comes by week (Sunday to Saturday), month or quarter.
Watch out for the rates
In the API report, total-search "rates" are calculated over search volume: the click rate, for example, is clicks divided by search volume, not by impressions. "Shares", on the other hand, are your product's slice of the total at that stage.
So, to compare stages, the clearest approach is to calculate it yourself from the counts: click ÷ impression, cart ÷ click and purchase ÷ cart — for your product and for the search total. Amazon itself recommends not comparing these numbers with other dashboards, such as advertising ones, because the counting rules differ.
How to read it: where your product loses the shopper
The most useful reading is stage by stage, always against the total for the same search:
- High impression share, low click share: the product shows up but doesn't earn the click — main image, title, price or ratings in search.
- Good clicks, low add-to-cart: the product page doesn't convince — images, description, missing information, price seen up close.
- Good add-to-cart, low purchases: the shopper gives up at the end — price versus other offers, shipping, delivery time.
The other Brand Analytics reports
- Search Terms: shows the search frequency rank of queries and the top 3 clicked products for each, with click share and conversion share. Updated weekly.
- Search Catalog Performance: the funnel per product, across all searches — useful for finding "drop-off points", in Amazon's words.
How EcomVision helps
Shopper Funnel collects Search Query Performance weekly, rolls variations up to the parent product and turns each stage into an index against the total for the same searches (1.00 = same as the search), with the worst product on top and the searches that drive the most add-to-carts.
