Amazon Brand Analytics in Australia: Who Gets Access, What the Reports Show and How to Use Them

Amazon Brand Analytics is a data tool for brand owners that shows aggregated customer search and purchase behaviour on Amazon. Amazon's Australian Brand Registry page describes it as "aggregated data from customer searches and purchasing behavior" for strategic decisions. To get it, you need Brand Registry. Amazon's US page adds that you need a Professional selling account and a Brand Representative role on an enrolled brand. In Australia, a Professional account costs A$49.95 per month excluding GST, plus selling fees. Amazon does not list the individual reports on its Australian pages, so this guide uses the US report list and says so where it matters.

Brand Registry enrolment is covered in Amazon Brand Registry in Australia. The hub for everything else is Amazon Australia for sellers.

Who can access Brand Analytics in Australia?

There are three conditions in the sources Amazon publishes.

1. A brand enrolled in Brand Registry. Brand Registry is free, and you must own the trade mark. See the trade mark guide if you do not have one.
2. A Professional selling account. Amazon's US Brand Analytics page says this explicitly. Amazon's Australian pricing page lists the Professional plan at A$49.95 per month excluding GST.
3. A Brand Representative role. The US page says you must be a Brand Representative for the enrolled brand. Rights owners can assign roles to staff or an agency.

Amazon does not state a separate cost for Brand Analytics on its Australian page. It says more than 500,000 sellers have used the tool in the last year. If your brand is not yet enrolled, you will not see it, and no setting in Seller Central will bring it forward.

What reports does Brand Analytics include?

Amazon's US page groups the dashboards like this.

Availability can differ by marketplace and account. Check availability on Amazon.com.au before you plan around them. Amazon's page also calls out customer journey insights, trends over time and high-impact products without assigning them to one dashboard.

How do you use Search Query Performance?

This is the report most sellers open first. Amazon describes it as listing the keywords customers use to find your brand. It is for brand-level questions: which searches reach my products, and how do I compare on those searches?

A practical routine:

1. Pull the report for your main brand or your top five ASINs.
2. Sort queries by your impressions. Note the top 20.
3. For each, compare your clicks and purchases with the total for that query where the report shows it. A low click share often means a weak main image or price. A low purchase share after clicks points to the detail page.
4. Add missing queries to titles, bullets or backend terms. See Amazon keyword research for Australia.
5. Move queries that convert into Sponsored Products campaigns, and list queries with clicks but no sales as negatives.

Treat the data as directional. It is aggregated, and Amazon does not publish how complete it is for low-volume terms. It cannot tell you why a customer did not buy, and it is not a forecast.

How do you use the other reports?

Search Catalog Performance. Use it to find ASINs that get impressions but few clicks, or clicks but few purchases. Fix those pages first: images (Amazon Australia product image requirements), title and price.

Top Search Terms. Use it to check what is popular in your category and who owns the clicks. It shows the top three products, categories and brands per keyword on Amazon's US description, which makes it useful for competitor awareness. It is not a list of your own sales.

Repeat Purchase Behavior. Use it for consumables and replacement products. If repeat purchase is low on a product that should be reordered, test pack sizes, subscription-style bundles or inserts that help the customer reorder.

Market Basket Analysis. Amazon says it reveals what products customers frequently buy together. Use it to decide bundles, variations and cross-sell ideas for A+ Content. See Amazon A+ Content in Australia.

Demographics. Treat it as a rough audience guide for ad copy and imagery, not as a targeting filter. Amazon does not state how the figures are derived on its public page.

What are the limits of Brand Analytics?

• It only exists for enrolled brands. Resellers without Brand Registry on a listing have no access to the brand's data.
• It is aggregated. You cannot see an individual shopper.
• Small brands may see thin data. If your product has few searches, many cells will be sparse or missing.
• Report availability can differ by store. Amazon's US page is the only place that lists reports in detail. Check your own account.
• It is not your sales report. Use Business Reports and ads data alongside it.
• Third-party tools sell wrappers on it. Check that a tool is reading from Amazon's own data and ask how often it refreshes.

Worked example (illustrative): you sell a stainless steel drink bottle. Search Query Performance shows "insulated bottle 1 litre" delivers many impressions to your listing and few purchases. Your main image does not show the size, and your price is higher than the top three. You change the main image to show a hand for scale (image rules: https://sell.amazon.com.au/new-seller-guide), re-check the report after a few weeks and compare the click and purchase share. If it improves, you keep the change. If not, you test price.

What next, once you have the data?

Set a monthly review: pick three ASINs, three queries each, one change each. Log what you changed and when. This stops Brand Analytics becoming a screenshot habit. Next, tie it to account structure: brand protection tools belong in the same review. See Amazon Transparency and Project Zero in Australia, where the same Brand Registry account is the base.

FAQ

Is Amazon Brand Analytics free in Australia? Amazon's Australian Brand Registry page does not state a cost for Brand Analytics, and Brand Registry itself is free. You still need a Professional plan at A$49.95 per month excluding GST.

Who can see Brand Analytics? Per Amazon's US page, a Professional seller who is a Brand Representative for a brand enrolled in Brand Registry. Without Brand Registry you will not see it. If you use an agency, add them as a user with the right role.

What is Search Query Performance? It is a Brand Analytics dashboard Amazon describes as listing keywords customers use to find your brand. Use it to compare your impressions, clicks and purchases with the whole query.

Does Brand Analytics show competitor sales? Not directly. Top Search Terms shows the top three products, categories and brands per keyword, which hints at who wins the clicks, but it is not a competitor sales report.

Can I use Brand Analytics without a trade mark? No, because Brand Registry needs a trade mark, and Brand Analytics sits inside Brand Registry. A pending application can meet the requirement in some cases. Check the details in the Brand Registry guide.

Is the data accurate enough to plan stock? Treat it as directional only. It is aggregated customer behaviour, and Amazon does not present it as a forecast. Use your own sales history and lead times for stock decisions.

Do I need Brand Analytics to do keyword research? No. Autocomplete, competitor listings and ad search-term reports work without it. Brand Analytics adds aggregated search data for enrolled brands.

Next step

If your Brand Registry account is set up but unused, Amazon Brand Registry services for Australia can help turn it into a routine. Blooprint works with Australian sellers remotely from Bengaluru, and the monthly review above needs no tools beyond Seller Central.