Every brand has access to these tools, yet few take full advantage. The brands that do gain a powerful edge, often uncovering smarter strategies, stronger positioning, and meaningful opportunities for growth. To help you dig deeper, we’re highlighting X essential Amazon reports every brand should be using to uncover insights and drive smarter growth.
1. Market Basket Analysis Report
A good place to start is the Market Basket Analysis report, which shows which products customers most often purchase together, helping you spot natural product pairings and cross-sell opportunities. This kind of insight can guide everything from bundling strategies to ad targeting. If your report shows another brand’s product often appearing alongside yours, that could signal a chance to refine your positioning or test a complementary campaign.
Where to find it:
Vendor Central: Reports > Analytics > Market Basket Analysis
Seller Central: Reports > Brand Analytics > Market Basket Analysis
How to Apply It:
Use insights to identify your top product pairings, then test bundle promotions or Sponsored Display ads that highlight these combinations. Monitor performance lift and refine based on engagement.
2. Comparison and Alternate Purchase Behavior Report
Once you understand what customers are buying together, it’s important to know what else they’re considering. The Item Comparison and Alternate Purchase Behavior report highlights which products shoppers view alongside yours and more importantly, which ones they choose instead. It helps identify your real competition and the reasons behind customer decisions. If shoppers are comparing your product with one that’s slightly cheaper or has stronger reviews, those details can guide improvements in pricing, imagery, or copy that make a measurable impact on conversion.
Where to find it:
Vendor Central: Reports > Analytics > Item Comparison & Alternate Purchase Behavior
Seller Central: Reports > Brand Analytics > Item Comparison & Alternate Purchase Behavior
How to Apply It:
Review your top three competitor products and identify what’s driving their conversions (price point, imagery, reviews). Run A/B tests to close the gap.
3. Demographics Report
After identifying what customers are buying and comparing, the next step is understanding who they are. The Demographics report breaks down your audience by age, income, education, gender, and marital status. This helps ensure your creative and messaging align with your real buyers. If your audience skews differently t than expected, adjusting visuals and tone can help you connect more effectively.
Where to find it:
Vendor Central: Reports > Analytics > Demographics
Seller Central: Reports > Brand Analytics > Demographics
How to Apply It:
Review your audience breakdown to ensure your creative and messaging align with your actual customers. If your shoppers skew younger, test more conversational copy and lifestyle-driven imagery. If they lean older or more affluent, emphasize quality, reliability, and value. Use these insights to refine your targeting strategy and tailor ads toward the segments most likely to engage and convert.
Why These Reports Matter for Brands
Each report tells part of the story, but the real power comes from how they work together. Combined, they provide a complete view of the customer journey: what shoppers are buying, what’s influencing their decisions, and who’s behind the purchase.
Most brands stop at surface-level performance metrics like sales and ad data. But the brands leading the category are digging deeper, using these reports and others to anticipate demand, tailor messaging, refine targeting, and strengthen their positioning across the marketplace.
Putting It All Together
Imagine you’re a coffee brand. The Market Basket Analysis Report shows that shoppers who buy your signature roast often purchase a competitor’s milk frother at the same time. That insight sparks an idea: you test a new bundle or sponsored ad featuring both your coffee and a compatible frother.
Next, you review the Item Comparison and Alternate Purchase Behavior Report and notice shoppers are also considering another coffee brand with stronger reviews and a slightly lower price. You respond by optimizing your product page—refreshing imagery, highlighting quality sourcing, and adjusting price to stay competitive.
Finally, the Demographics Report reveals your buyers skew younger and urban. You update your ad creative with bold visuals and messaging that taps into convenience and lifestyle, aligning more closely with your actual audience.
Individually, each report offers useful insights. But together, they create a roadmap: from product strategy to creative execution, that helps you connect with the right shoppers, in the right way, at the right time.
Amazon’s ecosystem gives every brand access to this same data. The difference lies in how you use it. The insights that separate good from great performance are already within reach: you just have to know where to look, and how to turn those insights into action.