Amazon Brand Analytics Data

This page provides an overview of the Amazon Brand Analytics reports available through DataHawk.

Search Catalog Performance

Overview

Brand Catalog Performance reveals how customers engage with your brand's products during their search and shopping journey. It provides visibility into key engagement metrics, impressions, clicks, cart additions, and purchases, to help you analyze your sales funnel.

Requirements: Brand-registered sellers or vendors with Amazon Brand Registry, with Seller account connected to DataHawk.

Data Availability:

• Frequency: Monthly & Weekly (typically on Mondays)
• Granularity: ASIN level
• Time Range: Most recent 7-day rolling window
• History: 12 months collected at account connection, then stored moving forward

Data Tables:

• selling_partner.ba_search_catalog_performance_weekly
• selling_partner.ba_search_catalog_performance_monthly

Search Query Performance

Overview

Search Query Performance (SQP) provides overall query performance, impressions, clicks, cart adds, and purchases, for a given ASIN and specified date range.

Use cases:

• Optimize ad spend: Identify high-performing queries for Sponsored Products and Sponsored Brands.
• Boost organic visibility: Understand which search terms drive the most conversions organically.
• Track brand strength: See how your brand ranks for strategic keywords relative to competitors.
• Fix conversion leaks: Discover drop-offs in the funnel where queries drive views but no purchases.
• Enhance SEO: Use high-intent search terms to improve listings and product detail pages.

Metrics Glossary

Impressions:

• Total Query Impressions: Total times a search term appeared in Amazon search results across all ASINs
• Your ASIN Impressions: How often your ASIN appeared for that search query
• ASIN Impression Share: The percentage of total impressions your ASIN received for the query

Clicks:

• Total Query Clicks: How many times products were clicked after the query across all ASINs
• Your ASIN Clicks: Number of clicks your ASIN received for the search term
• Click-Through Rate (CTR): Percentage of impressions that resulted in a click
• ASIN Click Share: Percentage of clicks that went to your ASIN
• Median Click Price (Market): Median price of products clicked by customers across the marketplace
• Median Click Price (ASIN): Median price of your ASIN when clicked from the search query

Cart Adds:

• Total Cart Adds: Number of times any product was added to cart after the search
• Your ASIN Cart Adds: Number of cart adds for your ASIN
• Cart Add Rate: Percentage of clicks that led to a cart add
• ASIN Cart Add Share: Share of cart adds captured by your ASIN

Purchases:

• Total Purchases: Number of orders placed after the search query
• Your ASIN Purchases: Number of purchases attributed to your ASIN
• Purchase Conversion Rate: Percentage of clicks that resulted in a purchase
• ASIN Purchase Share: Share of total purchases that went to your ASIN
• Unique Customers: Number of unique buyers who purchased your ASIN after the query
• Repeat Customer Rate: Percentage of those buyers who had previously purchased your ASIN

Requirements

• Eligibility: Brand-registered sellers or vendors with Amazon Brand Registry.
• Access: Must have connected your Seller account to DataHawk.

Data Availability

• Frequency: Monthly & Weekly (typically on Mondays)
• Granularity: ASIN and ASIN x Term levels
• Time Range: Most recent 7-day rolling window
• History: 3 months collected at account connection, then stored moving forward

Data Tables:

• selling_partner.ba_search_query_performance_weekly
• selling_partner.ba_search_query_performance_monthly

Search Terms

This report contains data on the most-clicked ASINs by search keyword and department for a marketplace.

Requirements: Brand-registered sellers or vendors with Amazon Brand Registry, Seller account connected.

Data Table: selling_partner.ba_search_terms_src

Market Basket

This report contains data on the items that are most commonly purchased in combination with the items in the customer's basket (cart) at checkout.

Requirements: Brand-registered sellers or vendors with Amazon Brand Registry, Seller account connected.

Data Table: selling_partner.ba_market_basket_src

Repeat Purchases

This report contains data on the quantity of repeated purchases of the selling partner's items.

Requirements: Brand-registered sellers or vendors with Amazon Brand Registry, Seller account connected.

Data Table: selling_partner.ba_repeat_purchase_src

Sources

Amazon SP API Documentation - Brand Analytics