Amazon Brand Analytics: 4 Reports Leaders Should Track

Does your weekly leadership report start with ACoS and Ad Spend? If so, you are leading with a lagging indicator. The ad dashboard tells you what you spent. Brand Analytics tells you why a shopper acted.

Leaders need one simple report that answers three questions: What are our shoppers doing? Are we winning their searches? And are our sales growing? They need this, not just a page of ad metrics.

We build our weekly leadership reviews around four core questions from Brand Analytics.

‍Where are we losing shoppers?

‍The SQP report answers this, and we track:
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• Query Volume: The total market size.
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• Brand Share %: Our slice of the impressions, clicks, and purchases.
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• Drop-off Points: If click share is high but purchase share is low, the leak is on our detail page.
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‍What should we bundle next?

‍Market Basket Analysis shows what customers buy with our hero ASINs. We use this to:
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• Build virtual bundles to increase AOV.
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• Guide our Brand Store cross-sell strategy.
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‍Are we creating new demand or just capturing it?

‍We trend branded vs. non-branded search separately.

• ‍Non-Branded: Are we winning new category searches? (Demand Creation)
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• ‍Branded: Are we defending our own turf? (Demand Capture)
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‍Are we retaining our customers?

‍The Repeat Purchase report answers:

• What is our repeat customer rate?
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• Which products are driving that loyalty?
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When you lead with shopper behavior, the entire conversation changes. You stop asking why ACoS went up and start asking, why did we lose purchase share on our top non-branded term?

That is the difference between managing ad spend and managing your market share.