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How to Use Amazon Brand Analytics to Boost PPC and SEO Performance.

Amazon is one of the most data-rich marketplaces in the world. Yet, many brand-registered sellers overlook one of the most valuable tools at their disposal: Amazon Brand Analytics (ABA).

If you are running Amazon ads without leveraging Brand Analytics, you may be making decisions based on guesswork instead of proven market data. In competitive niches, this can mean wasted ad spend, missed trends, and losing to competitors who use insights to their advantage.

What is Amazon Brand Analytics?

Amazon Brand Analytics is a data tool available to brand-registered sellers inside Seller Central. It provides detailed reports on customer search behavior, product comparisons, market basket patterns, and repeat purchase trends.

Unlike general sales reports, Brand Analytics allows you to see exactly how customers find and interact with products in your category. When applied to your PPC, SEO, and product strategy, this data can significantly improve targeting, conversion rates, and profitability.

Why Not Using Brand Analytics Hurts Your Advertising

Without Brand Analytics, sellers are essentially bidding and optimizing in the dark.

You might:

  • Spend money on keywords that customers rarely use.

  • Miss new trending search terms in your category.

  • Fail to see when competitors are taking clicks from your listings.

  • Overlook cross-selling opportunities that could increase order value.

In short, you risk spending more for fewer results while competitors who use data refine their strategy daily.

Key Reports Inside Brand Analytics

  1. Search Term Report
    Reveals the top search terms on Amazon along with their click share and conversion share. This is crucial for finding high-value keywords for your PPC campaigns and SEO listings.

  2. Market Basket Report
    Shows what other products customers frequently purchase alongside yours. This insight helps you create bundles or identify cross-sell opportunities.

  3. Item Comparison and Alternative Purchase Report
    Identifies which competitor ASINs customers viewed or purchased instead of yours. This is critical for understanding where you are losing sales.

  4. Repeat Purchase Behavior Report
    Tracks how often customers buy your products again. This can help in planning retention campaigns.

  5. Demographics Report
    Provides insights into the age, gender, income, and location of your buyers, allowing for more tailored messaging.

Three Ways to Use Brand Analytics Immediately

  1. Enhance Your PPC Campaigns
    Add top-performing search terms from the Search Term Report to your Sponsored Products and Sponsored Brands campaigns. Remove or lower bids on underperforming keywords.

  2. Boost Organic Rankings
    Incorporate high-click-share keywords into your product titles, bullet points, and descriptions to improve organic visibility.

  3. Defend and Grow Market Share
    Target competitor ASINs that appear in the Item Comparison Report with Sponsored Display ads. This allows you to intercept customers before they choose an alternative.

Real Case Study: Brand Analytics in Action

A mid-sized kitchenware brand was running ads on over 200 keywords without knowing which drove the most conversions. After implementing Brand Analytics, they discovered that 12 keywords were responsible for 65 percent of sales.

By reallocating the budget to these terms and targeting competitor ASINs, their ACOS dropped by 18 percent, and sales increased by 24 percent within 45 days.

Checklist: Using Amazon Brand Analytics Effectively

  • Calculate your current ACOS and TACOS before making changes.

  • Access the Search Term Report weekly to track emerging trends.

  • Review Market Basket data monthly for bundle opportunities.

  • Monitor competitor ASINs and launch targeted campaigns against them.

  • Refresh product listings with new high-value keywords at least once per quarter.

  • Compare repeat purchase rates before and after product changes.

  • Align ad targeting with demographic insights for improved relevance.

Final Takeaway

Brand Analytics is not just another optional tool it is Amazon’s data goldmine for brand-registered sellers. By using it strategically, you can stop guessing and start making data-driven advertising and SEO decisions that protect margins and grow market share.

Every week you delay using Brand Analytics is a week your competitors can take sales that could have been yours.

If you are ready to see how Brand Analytics can guide your PPC strategy and increase profitability, book a free strategy session with our team at Peakhawks.com

Book your free strategy call here

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Peakhawks: Amazon Advertising agency

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