Amazon Brand Analytics and Search Query Performance: the reports that show real demand, and where your share is worth winning

Most keyword data is an estimate. Amazon Brand Analytics is not: it is Amazon’s own aggregated record of what shoppers searched, what they saw, and what they bought. It is the most useful free data a UK brand owner has, and it sits alongside the ranking principles in our Amazon SEO guide, which explains why the searches you convert on are the ones you rank for.

This guide covers which dashboards exist in the UK today, who can open them, and how to read the one that matters most, Search Query Performance, as a funnel. Then it turns the reading into a routine for finding searches where your share is low and your margin is high: the places where an extra point of share pays for itself.

Who can access Brand Analytics

Brand Analytics is a brand benefit. On Seller Central UK it is available to sellers with a brand representative role for a brand in Brand Registry, who are “internal to the brand and responsible for selling the brand in the Amazon store"². The brand administrator switches it on in Manage selling benefits, and other users must be invited to the brand¹. If a colleague sees “You do not have permission to access this page”, the primary account administrator needs to grant the “Amazon Brand Analytics” permission in Global User Permissions¹.

You find it under the Brands menu. Data is generally available within 72 hours of the close of each period¹.

The terms matter if you work with an agency. The UK terms license the data “solely for your internal business purposes”, require you to keep it confidential, and limit access to authorised users: your employees or agents who need it for those purposes⁹. An agency running your account can be an authorised user. Sharing the data more widely is not allowed.

Resellers without a brand representative role don’t get Brand Analytics. Our Brand Registry guide covers how to get the role.

The dashboards available in the UK today

Amazon’s US tool page lists ten dashboards and views, grouped into search, consumer behaviour, customer loyalty and customer journey analytics⁸. The UK help hub documents five¹:

Demographics and Customer Loyalty Analytics are documented on the US help hub, but on 1 October 2026 the UK versions of both pages returned “There was an error displaying this topic"⁷. Amazon adds dashboards by marketplace over time, so check the Brands menu in your own account: if you can see them, use them.

Search Query Performance and Search Catalog Performance both include organic and Sponsored Products results from the search results page, and both exclude widgets such as “Top Rated” and “New Arrivals"²⁴. They will never match your advertising reports, and Amazon says not to try².

Search Query Performance: the funnel, search by search

Search Query Performance (SQP) has two main views. The brand view shows one row per search associated with your catalogue, up to 1,000 searches². An ASIN view shows the same for a single product¹⁰. And the Query Detail view compares your selected ASIN with the top 10 ASINs for that search².

For each search you see the whole market and your part of it at four stages: impressions, clicks, basket adds and purchases². Amazon describes it as a breakdown of “your brand’s share of performance compared to overall query performance"¹⁰. Your share at each stage is your count divided by the total for that search.

The shares are only useful next to each other. Read them left to right:

The last row is the one most brands miss. A search where you win 3% of purchases from 2.5% of clicks is telling you that each extra click you earn is worth more to you than to the average competitor. That is where to spend, if the margin is there.

Our practice, not Amazon’s, is to keep one ratio for every search: purchase share ÷ click share. Above 1.0, you convert better than the market on that search; below 1.0, worse.

Finding searches where your share is low and your margin is high

Volume is the wrong way to rank searches. What matters is how much margin each extra point of share would bring in:

Here is the routine we run each month. It takes about an hour per brand once the margin sheet exists.

A worked example

A UK kitchenware brand selling chopping boards. The searches, shares and margins are illustrative; the method is the point.

How we would read it:

• “chopping board” has the most purchases and the highest value per point, and it is the trap. The product that wins it is the brand’s cheapest, at £3.10 an order, and the brand converts at 0.6 times the market rate. Buying visibility here buys clicks that underperform. Fix the offer, or leave it.
• “chopping board set” is the first priority: 3% purchase share, a ratio of 1.2, and £9.40 an order. Moving from 3% to 6% of purchases is about 50 more orders and £474 a month of margin before advertising.
• “large wooden chopping board” is smaller but has the best ratio and the highest margin. It is a cheap test.
• “bamboo chopping board” already has a reasonable share but converts below the market. That is a listing job before it is an advertising job: look at the Query Detail view to see why shoppers choose others.
• "…with juice groove” is already won. Defend it; there is little left to gain.

The £474 also sets the advertising budget. The “chopping board set” sells at £27.99, or £23.33 without VAT, the basis Amazon Ads reports sales on¹¹. A £9.40 margin is 40.3% of that, so Sponsored Products on that search can run up to a 40.3% ACoS before those extra orders lose money. Our break-even ACoS guide shows the full calculation.

The other dashboards, used for profit

Amazon Search Terms (Top Search Terms). It ranks searches rather than giving volumes, and shows the top three clicked products for each with their click and conversion share³. If three products take most of both, the search is concentrated and will be expensive to break into. Our keyword research guide covers how to combine it with your search term report and tool estimates.

Search Catalog Performance. The same funnel by product rather than by search⁴. We use it to find ASINs whose click-through or conversion lags the rest of the range, then open SQP for that ASIN to see on which searches it happens.

Repeat Purchase Behaviour. Repeat sales, units and customers by product⁵. A product whose buyers come back can justify a higher cost to win the first order, because the margin on the second and third orders arrives without advertising. Put that into your target before you raise a bid, and be honest about how many customers actually return.

Market Basket Analysis. What shoppers bought alongside your product⁶. When the most common companion is a product you make, it is a bundle or a cross-sell in your A+ content. When it is a competitor’s, it is a product idea.

Common mistakes

1. Ranking searches by volume. The largest search is often where you convert worst and earn least per order.
2. Reading one share on its own. An impression share means nothing without the click and purchase shares beside it.
3. Counting branded searches as opportunities. Shoppers searching your name were coming anyway. Defend those searches; don’t celebrate them.
4. Comparing SQP with ads reports. They count different things on different rules².
5. Spending before checking the offer. If the Query Detail view shows the top 10 at a lower price with more reviews, more visibility will mostly buy clicks you lose.

Brand Analytics won’t tell you what to sell or how much to bid. It tells you where shoppers already choose you when they see you. Put your margin next to that, and the priorities write themselves.