Data is power in the world of Amazon selling. The more you understand your customers, competitors, and sales trends, the better you can optimize your business. But how do you access this valuable information?
Enter Enhanced Brand Analytics (EBA)—one of the most powerful tools available to Amazon sellers. This feature provides in-depth insights that can help you improve your sales strategy, fine-tune your marketing efforts, and gain a competitive edge.
Enhanced Brand Analytics is a game-changer if you're an Amazon Brand Registered Seller. Let’s explore how it works, why it matters, and how you can use it to scale your business in 2025.
Enhanced Brand Analytics is a data-driven toolset that provides Amazon sellers with valuable reports about customer behavior, product performance, and market trends.
This feature is only available to sellers who are part of Amazon’s Brand Registry—meaning if your brand hasn’t registered yet, this is another excellent reason to do so.
With Enhanced Brand Analytics, you gain access to:
✅ Amazon Search Terms Report – Discover what customers are searching for.
✅ Market Basket Analysis – See what other products customers buy with yours.
✅ Item Comparison & Alternate Purchase Behavior – Find out who your competitors are.
✅ Repeat Purchase Behavior Report – Track customer loyalty and repeat sales.
✅ Demographics Report – Understand your audience based on age, income, and more.
These reports provide deep insights that can help you optimize your listings, pricing, and advertising strategies for better results.
Amazon is a highly competitive marketplace. You’re left to make educated guesses about your customers and competitors without accurate data. Enhanced Brand Analytics removes the guesswork and provides real numbers that you can use to make informed business decisions.
Here’s why EBA is essential for growing your Amazon business:
EBA gives you a detailed look at what customers are searching for, what they’re buying, and what influences their decisions. This allows you to adjust your product listings, pricing, and advertising to meet customer needs.
By analyzing the Item Comparison & Alternate Purchase Behavior Report, you can see what products customers buy instead of yours. This helps you identify competitors, improve your pricing strategy, and highlight your product’s unique selling points.
The Amazon Search Terms Report shows customers the exact keywords to find products like yours. This data is extremely valuable for improving your Amazon PPC campaigns, allowing you to target high-converting keywords while avoiding wasted ad spending on low-performing ones.
The Repeat Purchase Behavior Report lets you track how many customers return to buy again. If your product has a high repeat purchase rate, this is a strong signal that you should consider subscription models or bundling offers to maximize profits.
With the Market Basket Analysis Report, you can see which products are frequently bought together. This allows you to create compelling product bundles and increase your average order value (AOV).
Now that we understand why EBA is essential, let’s dive into how to use each report effectively.
What It Does:
How to Use It:
✔ Optimize your product titles & bullet points with the highest-ranking keywords.
✔ Use top-performing keywords to improve your PPC ad targeting.
✔ Discover seasonal trends and adjust your listings accordingly.
💡 Example: If customers are searching for a “stainless steel insulated water bottle,” but your product is listed as a “metal water bottle,” you should update your title and description to match what customers are searching for.
What It Does:
How to Use It:
✔ Bundle complementary products together to increase sales.
✔ Create Amazon promotions like “Frequently Bought Together” offers.
✔ Adjust your ad targeting to include related products.
💡 Example: If customers who buy your yoga mat also frequently purchase a yoga strap, you should consider selling a bundle or cross-promoting the strap in your product description.
What It Does:
How to Use It:
✔ Analyze your competitor’s pricing and product features.
✔ Adjust your pricing strategy to stay competitive.
✔ Improve your product images & descriptions to highlight unique benefits.
💡 Example: If customers choose a competitor’s cheaper version of your product, consider offering a limited-time discount or a value bundle to win back buyers.
What It Does:
How to Use It:
✔ Launch a subscription model for frequently reordered products.
✔ Offer loyalty discounts or exclusive deals to returning customers.
✔ Adjust your inventory strategy to meet recurring demand.
💡 Example: If your organic skincare product has a high repeat purchase rate, consider creating a subscribe & save offer to encourage long-term customers.
What It Does:
How to Use It:
✔ Refine your product positioning & branding to appeal to your ideal audience.
✔ Create ad campaigns that target specific age groups or income levels.
✔ Adjust your product pricing based on your customers’ spending habits.
💡 Example: If your customer base is primarily millennials, you may want to focus on eco-friendly packaging and influencer marketing to attract more buyers.
Amazon constantly evolves, and staying ahead of the competition means leveraging every available tool. Enhanced Brand Analytics gives you access to insights that most sellers don’t use, giving you a serious advantage in the marketplace.
✔ Amazon Search Terms Report helps you find winning keywords.
✔ Market Basket Analysis lets you bundle products for higher AOV.
✔ Item Comparison & Alternate Purchase Report helps you analyze competitors.
✔ Repeat Purchase Behavior allows you to build customer loyalty.
✔ Demographics Report helps you understand and target your ideal customers.
If you're a Brand Registered Seller, use Enhanced Brand Analytics today to make smarter, data-driven decisions to drive your Amazon business forward in 2025. 🚀
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