Brand Registry, MAP & resellers
Brand Analytics is the set of reports Amazon gives Brand Registry sellers inside Seller Central: search query performance, top search terms, repeat purchase behavior, market basket analysis, item comparison and alternate purchase, and demographics where available. The data is aggregated across the marketplace rather than limited to your own sales, which is what makes it unusual.
For an Amazon brand pitching a distributor or a chain, these reports are the most valuable asset in the account and the most underused. A retail buyer is trying to forecast whether your product will sell off a shelf to a customer who is not searching for it. You are one of the few suppliers who can answer that with marketplace demand data rather than an opinion.
What each report actually contains
Search query performance. For your brand and for individual ASINs, this shows the queries that produced impressions, clicks, add-to-carts and purchases, alongside your share of each step. This is the report that tells you where you lose people: plenty of impressions and few clicks is a listing problem, plenty of clicks and few purchases is a price or review problem.
Top search terms. The most searched queries in the marketplace for a period, with the products that captured the most clicks and conversions for each. It is not limited to your brand, which is why it works as category research.
Repeat purchase behavior. How many of your orders came from customers who had bought before, over a chosen window. The closest thing Amazon gives you to a retention number.
Market basket analysis. Which products are most often bought together with yours in the same order.
Item comparison and alternate purchase. Which detail pages shoppers viewed alongside yours, and what they bought instead when they did not buy from you.
Demographics. Aggregated age, income, education and household composition bands for your customers, where the marketplace provides it.
What the numbers do and do not mean
Two cautions before you build a pitch on this.
The data is aggregated and anonymised. You cannot identify a customer, you cannot export a list, and you should not describe the reports to a buyer as if they were customer records. Describe them as marketplace demand data, which is what they are and which is more credible anyway.
The data is Amazon's marketplace, not the world. A category that over-indexes on Amazon, such as refill packs or bulk sizes, will look different on a shelf. A buyer who knows their category will spot an overstated claim immediately, and the fastest way to lose a first meeting is to present Amazon data as universal truth.
Used honestly, though, it is a stronger evidence base than most suppliers bring. Most bring a rate card and enthusiasm.
Turning the reports into a buyer's case
A retail buyer is answering four questions: is there demand, is it their customer, will it sell next to what the store already stocks, and what will it do to the margin. Three of those have a Brand Analytics answer.
Is there demand? Top search terms and search query performance together show the size and shape of category interest, and your share of it. The useful framing is not your rank but the volume of query activity around the need your product serves. If a buyer's category has 40 linear feet and one growing sub-need, query data that describes that sub-need is directly useful to them.
Is it my customer? Demographics, where available, plus the geography visible in your sales reports. A buyer whose stores sit in a particular region wants to know whether demand exists there or only on the coasts.
Will it sell next to what I stock? This is market basket analysis, and it is the report to lead with. If your product is regularly bought with three other items, and the buyer stocks two of them, you have just told them where your product goes on the planogram. That is a specific, useful, unusual thing for a supplier to say.
The fourth question is margin, and it is an arithmetic conversation rather than an analytics one. FBA fees against wholesale margin works through what the wholesale price has to be for both sides to make money.
A worked example
A brand sells a $24 stainless steel pour-over coffee set, a few hundred units a month on Amazon, and wants into regional grocery and kitchen shops.
From market basket analysis: the set is frequently bought alongside a burr grinder, paper filter packs and a gooseneck kettle. From item comparison: shoppers who do not buy the set most often view two competing sets, one cheaper and plastic, one substantially more expensive. From repeat purchase behavior: a modest but real share of orders come from prior customers, which for a durable good suggests gifting or multi-room purchase. From search query performance: queries combining the product type with "slow" and "manual" convert better for the brand than generic coffee queries.
That becomes a paragraph in a buyer email. Your product sits between a cheap plastic option and a premium one, it is bought with grinders and filters the buyer already stocks, the demand language is about slow manual brewing rather than coffee generally, and buyers come back. No percentages, no dashboard screenshots, just what the data says in the buyer's own terms.
Compare that to the usual supplier pitch, which is a price list and a claim about quality.
Using the reports on your own listing first
Before any of that is useful, the reports should be doing their day job.
Search query performance tells you which queries you are visible for but not converting on, which is where listing copy and images earn their keep. The language customers actually use belongs in your title and bullets, and in the brand module covered in Amazon Brand Story.
Item comparison tells you who you are really competing with, which is often not who you think. Alternate purchase tells you what wins when you lose, and that is the single most useful input into a pricing decision.
Repeat purchase behavior tells you whether you have a consumable or a one-time purchase, which changes everything about how much you can spend to acquire a customer and about how a retail account will reorder.
The brand-protection angle
Brand Analytics is a Registry feature, so it disappears if your enrollment does, which is one more reason to keep the trademark live. Amazon Brand Registry covers what else goes with it.
There is a second, subtler use. When unwanted offers appear on your ASIN, search query performance shows you what the contested offer is doing to your conversion path. If your impressions hold but purchases fall, you are losing the featured offer rather than losing demand, and that distinction changes the response. Chasing a listing optimization problem that is really a distribution problem wastes months, and the reverse wastes as much.
Building the pitch
The practical sequence for a brand that wants to use this data commercially.
Pull three months of search query performance, market basket and item comparison. Write one page, in plain sentences, answering the four buyer questions. No dashboard exports pasted into a deck. Buyers read sentences.
Pair it with a clean line sheet, case pack details, a wholesale price that works for both sides, and a stated advertised price policy, since a buyer's first worry about an Amazon-native brand is that their shelf will be undercut by your own listing.
Then approach the right accounts. Most of the effort wasted in wholesale outreach is aimed at retailers that were never going to carry the category. Paste your listing into WholesalePilot and the preview shows the distributors and retailers that plausibly stock products like yours, which narrows the list before you write a word. What happens after that first reply is covered in retail partnerships for Amazon sellers.
Questions sellers ask about Brand Analytics
Do I need Brand Registry to see these reports? Yes. Brand Analytics is a Registry feature and appears in Seller Central once your brand is enrolled.
Can I export the data? The reports can be downloaded within the limits Amazon sets on date ranges and rows. Pull them regularly rather than trying to reconstruct history later, because the available window is not infinite.
Is the search data my sales or everyone's? Top search terms is marketplace-wide. Search query performance is scoped to your brand and ASINs. Read the column definitions before you quote a number to anyone.
Can I see a competitor's sales? No. You see clicks and conversion share against queries, and what shoppers viewed and bought instead of your item. That is a lot, and it is not their revenue.
Is it worth anything if I sell one product? Yes, and arguably more. With one product, item comparison and alternate purchase tell you exactly which item is taking your sales, which is the most actionable thing in the whole set of reports.