Brand Analytics (Vendor Central)

Brand Analytics is Amazon’s shopper-behavior reporting for brand owners enrolled in Amazon Brand Registry (what customers searched for, what else they bought, whether they came back), available to Brand-Registered vendors inside Vendor Central as well as in Seller Central.

What it is

Brand Analytics reports on how shoppers find and buy your brand on Amazon. Amazon lists its dashboards as Search Terms, Market Basket Analysis, Repeat Purchase Behavior, Demographics, Search Catalog Performance, and Search Query Performance.

Most coverage of the term, Amazon’s own page on sell.amazon.com included, is written for third-party sellers on a Professional selling plan and leaves out first-party vendors, who reach it through Vendor Central once the brand is enrolled in Brand Registry.

Retail Analytics is a separate tool that sits next to it and covers your own business with Amazon: ordered and shipped sales, inventory, cost, margin, and forecast. The two have different access requirements and refresh timing, so treat them as separate sources and don’t expect a figure from one to reconcile with the other.

Where it lives in Vendor Central

Brand Analytics sits under the Reports tab in Vendor Central. It only appears for accounts enrolled in Brand Registry as the brand owner, and the user has to be internal to the brand and responsible for selling it on Amazon. That means an agency working inside your vendor account won’t see it even when the brand is enrolled, and a vendor without Brand Registry enrollment won’t see it at all.

If you’re pulling the data programmatically, Amazon’s Selling Partner API documentation sets eligibility report by report. Three report types are documented for “sellers and vendors” who hold the Brand Analytics API role and are registered in Brand Registry:

• GET_BRAND_ANALYTICS_MARKET_BASKET_REPORT
• GET_BRAND_ANALYTICS_SEARCH_TERMS_REPORT (which also requires being a brand representative)
• GET_BRAND_ANALYTICS_REPEAT_PURCHASE_REPORT

GET_BRAND_ANALYTICS_SEARCH_CATALOG_PERFORMANCE_REPORT and GET_BRAND_ANALYTICS_SEARCH_QUERY_PERFORMANCE_REPORT are documented for sellers only, and Demographics has no API report type, so it’s available as a console dashboard only. The Vendor Central report definitions post lists every report ID alongside the rest of the catalog.

Why it matters to a vendor

Brand Analytics is where a Brand-Registered vendor sees which search terms lead shoppers to its products, what they buy alongside them, and whether they come back. Without brand-owner enrollment those reports don’t appear, so your Brand Registry status decides whether you get this data at all.

Access also depends on who’s logged in. If an agency runs your account day to day, someone internal to the brand has to pull these reports. Before anyone builds an API integration, check each report type against the vendor-eligible list above, because two of the five are documented for sellers only.

Related terms

• Retail Analytics: the counterpart covering your own sales, inventory, and margin data.
• Seller Central to Vendor Central: where your reports went: where Search Terms lands for a seller moving to Vendor Central.
• Vendor Central report definitions: every report ID, including all five Brand Analytics types.
• Glossary index: the rest of the Vendor Central terms and InsightLeap metrics.