Hello Sellers,

Q4 is the biggest opportunity of the year — but it's also the most competitive. If you're a Brand Registered seller, you have access to a powerful (and free!) tool that many sellers underutilize: Brand Analytics. Now is the perfect time to establish your baseline metrics so you can measure the true impact of your Q4 strategies.

Here's how to use Brand Analytics to set yourself up for a data-driven holiday season.

What Is Brand Analytics?

Brand Analytics is Amazon's advanced analytics suite available to all Brand Registered sellers. It provides aggregated data on customer search behavior, purchase patterns, and brand loyalty — giving you insights into every phase of your customer's journey on Amazon. Data is generally available within 72 hours of the close of a given reporting period.

👉 You'll find it under Brands > Brand Analytics in Seller Central.

Key Dashboards to Baseline Before Q4

1. Search Query Performance Understand your sales funnel at the query level — from impressions to clicks to cart adds to purchases. This is where you'll spot conversion drop-off points to fix before peak traffic hits.

• What to baseline now: Your top 20 search queries by impression share, click share, and conversion rate. Compare weekly and monthly trends to identify seasonal shifts.

2. Search Catalog Performance See your sales funnel at the product level. Quickly identify which ASINs are losing customer attention and where conversion issues exist.

• What to baseline now: Click-through rate and conversion rate for your top ASINs. Flag any products with high impressions but low conversion — these are your Q4 optimization priorities.

3. Top Search Terms Discover the most popular search terms on Amazon and which products are winning clicks and conversions for those terms.

• What to baseline now: Search frequency rank for your category's top terms, plus your click share and conversion share vs. competitors.

4. Customer Loyalty Analytics Segment your customers into Top Tier, Promising, At Risk, and Hibernating groups. See predictive lifetime value and repeat purchase behavior.

• What to baseline now: Your customer segment distribution and repeat purchase rate. Identify "At Risk" customers you can re-engage before Q4 with Brand Tailored Promotions.

5. Market Basket Analysis See what products customers frequently purchase alongside yours.

• What to baseline now: Top complementary products — these are bundling and cross-promotion opportunities for Q4 deals.

Your Pre-Q4 Action Plan 🙂‍↕️

Download your current reports — Pull weekly and monthly data for June and July to establish your "normal" performance baseline

Identify your top 10 search terms — Know which queries drive the most traffic to your brand today

Flag conversion gaps — Any ASIN with high impressions but below-average conversion needs attention before October

Segment your customers — Use Customer Loyalty Analytics to create Brand Tailored Promotions targeting "At Risk" and "Promising" segments now

Set comparison benchmarks — After Q4, you'll compare against these baselines to measure true holiday impact

Who Has Access?

Brand Analytics is available to all sellers with Brand Representative status in Brand Registry. To access it, you'll need:

• Active enrollment in Amazon Brand Registry
• Global user permissions enabled for your account
• Secondary user permissions enabled (if you're not the primary account holder)

If you don't see "Brand Analytics" in your navigation, check your Global User Permissions settings.

Helpful Resources

• Brand Analytics Dashboard (Search Terms)
• Search Query Performance Dashboard
• Search Catalog Performance Dashboard
• Customer Loyalty Analytics
• Repeat Purchase Behavior Dashboard
• Intro to Brand Analytics (Seller University)
• Amazon Brand Registry

💬 Are you already using Brand Analytics to prepare for Q4? Which dashboard do you find most valuable for your business? If you haven't explored it yet, what's holding you back? Let us know below — we'd love to hear how you're using data to drive your holiday strategy!