Harpy Glossary

ABA (Amazon Brand Analytics)

Amazon & D2C glossary · Harpy Media

Amazon Brand Analytics (ABA) is the first-party data suite inside Seller Central for brand-registered sellers: Top Search Terms, Search Query Performance, alternate-purchase behaviour, and demographics — actual shopper behavior recorded by Amazon, not a tool’s estimate.

What is ABA?

It is the single best free research surface on the platform. Third-party tools guess volumes from scrapes; ABA reports what shoppers actually typed, clicked, and bought. The catch is the doorway: it requires Brand Registry, which requires a trademark — the real price of ABA is the brand protection you should have anyway.

The reports that earn their keep

Top Search Terms: rank-ordered search queries with click and cart-share for the top products — your demand map and competitive gap analysis in one table. Search Query Performance (SQP): impressions, clicks, carts, and purchases per query — including YOUR share of each, which turns “we should rank better” into arithmetic. Repeat Purchase and Demographics sharpen retention and audience work. Used together, they replace most paid keyword tools entirely.

How to actually use ABA

Three moves, weekly: (1) Pull Top Search Terms for your category — note queries where you’re absent from the top-clicked products; those are your expansion targets. (2) Open SQP for your five core terms — where your impression share is high but purchase share lags, fix conversion (price, images, reviews); where impression share is low, fix ranking or targeting. (3) Feed new, rising queries into listings and campaigns before competitors notice them. That loop — find gap, fix gap, watch share move — is the whole discipline.

In practice

A cookware brand spots “induction ready wok” rising in Top Search Terms with weak top-sellers on the query. They add the phrase to title and bullets, launch an exact-match campaign, and track SQP weekly: impression share goes 3% → 19%, purchase share 1% → 9% in eight weeks. No guessed volumes, no borrowed tool estimates — Amazon’s own numbers steering the work.

⚠️ Watch out. A seller pays $150/month for a third-party keyword tool while their Brand Registry sits unenrolled. They’re buying estimated search volumes when Amazon’s actual behavioral data is sitting behind a trademark filing they’ve been postponing for a year. The tool isn’t wrong — it’s just a weather guess from a house with a barometer in it.

💡 Harpy tip. If you take Brand Registry seriously for exactly one reason, make it ABA. The trademark pays for itself the first time SQP saves you a quarter of wasted ad spend.

How Harpy Media helps

ABA and SQP are the spine of our research process — we build listing and campaign strategy from Amazon’s own behavioral data, then watch the share numbers move. Guessing is what the data is for replacing.

ABA FAQ

What is Amazon Brand Analytics?

Amazon’s first-party data suite for brand-registered sellers — Top Search Terms, Search Query Performance, repeat purchase, and demographics.

How do I get access to Brand Analytics?

Enroll in Brand Registry, which requires an active or pending trademark — then ABA appears in Seller Central.

What’s the difference between ABA and third-party tools?

ABA reports actual shopper behavior recorded by Amazon; third-party tools estimate from external data. For on-Amazon decisions, first-party beats estimates.

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