understanding amazon brand analytics

If you sell on Amazon, you already have access to a lot of data. The hard part is knowing what actually matters and where to find it.

Amazon analytics can help you understand how customers are finding your products, what’s driving sales, and where people may be dropping off before purchasing. Reviewing this information consistently can help improve listings, ad performance, and overall sales strategy over time.

Our team put together a simple breakdown of the main Amazon analytics tools and the metrics worth paying attention to.

Where to Find Amazon Analytics 

Most reporting lives inside:

• Amazon Seller Central 

• Amazon Brand Analytics 

• Amazon Advertising Console

  
  

Amazon Seller Central

Business Reports

Path: Reports → Business Reports

This section gives a general overview of how your products are performing.

A few important metrics:

• Sessions

• Page Views

• Ordered Product Sales

• Unit Session Percentage

Sessions

This shows how many people visited your listing.

If sessions are low, your visibility may need work through SEO, ads, or stronger search placement.

Unit Session Percentage

This is your conversion rate.

For example:

• 1,000 sessions

• 100 orders

• 10% conversion rate

This helps show whether your listing is convincing people to purchase once they land on the page.

Ordered Product Sales

This tracks revenue generated from that product listing.

Helpful for comparing performance across products over time.

Amazon Brand Analytics

Path: Brands → Brand Analytics

This section is useful for understanding customer behavior and search trends.

Search Terms Report

This shows:

• what customers are searching

• which terms your products appear for

• click share

• conversion share

This report can help identify:

• keywords worth targeting

• gaps in visibility

• high-performing search terms

If customers are searching for terms related to your product but your listings are not showing up consistently, that’s usually something worth improving.

Amazon Advertising Analytics

Path: Advertising → Campaign Manager

If you’re running Amazon Ads, this is where you’ll track performance.

Key metrics:

• ROAS (Return on Ad Spend)

• CTR (Click Through Rate)

• CPC (Cost Per Click)

• Conversions

• Impressions

A few examples:

• High impressions but low clicks can point to weak creative or targeting

• Strong clicks but low conversions can point to listing issues

• High ROAS usually means campaigns are performing efficiently

Looking at these metrics together gives a much clearer picture than focusing on one number alone.

What Actually Impacts Amazon Performance?

Analytics help point you toward areas that may need attention.

Some of the biggest factors include:

• Product photography

• Reviews

• Pricing

• Product titles

• Keywords

• A+ Content

• Shipping speed

• Ad strategy

Small changes to listings can make a noticeable difference over time, especially when paired with consistent reporting.

You do not need to track every metric Amazon gives you.

Start with the basics:

• traffic

• conversion rate

• sales

• search visibility

• ad performance

  
  

From there, patterns become easier to spot.

The goal is simply to understand what’s helping products perform well and where there may be opportunities to improve.

If you need help understanding your Amazon analytics or improving performance across your listings, our team is always happy to help.