Remember when selling on Amazon meant refreshing your browser every hour to check if you made a sale? Those were simpler times. Today, we’re swimming in data—sometimes drowning in it—as Amazon has transformed from a simple marketplace into what I like to call “the world’s largest real-time commerce experiment.”

The thing is, most sellers are still using Amazon analytics tools like they’re playing with Fisher-Price toys when they could be wielding lightsabers. I’ve spent the last decade watching the Amazon analytics landscape evolve, and let me tell you: the gap between what’s possible and what most sellers actually use is wider than the Grand Canyon.
Understanding the Amazon Analytics Ecosystem in 2025

Here’s the reality check we all need: Amazon’s native analytics tools alone generate enough data to make your head spin. From Brand Analytics to Seller Central metrics, QuickSight dashboards to AWS analytics services—it’s like trying to drink from a fire hose. But here’s the kicker: most sellers use less than 20% of the available data tools. That’s like buying a Ferrari and never taking it out of first gear.
The Foundation: Amazon’s Native Analytics Suite
Let’s start with what Amazon gives you out of the box. Brand Analytics (which, contrary to popular belief, isn’t just for brand-registered sellers anymore) is like having X-ray vision into your market. It shows you search terms, market basket analysis, and demographic data that would make a marketing director drool.
Then there’s Seller Central’s analytics dashboard—the bread and butter of amazon analytics tools. Think of it as your command center, but one that’s been designed by engineers who never actually had to use it themselves (sorry, Amazon, but we all know it’s true).
QuickSight: Amazon’s Best-Kept Analytics Secret
AWS QuickSight is the tool that makes me geek out the most. It’s like if Tableau and Amazon had a baby, and that baby grew up to be really good at crunching ecommerce data. The QuickSight login might seem intimidating at first, but once you’re in, you’ll wonder how you ever lived without it.
What makes QuickSight special isn’t just its processing power—it’s how it integrates with other AWS analytics services. You can pull in data from multiple sources, create custom dashboards, and even use machine learning to predict trends. And yes, I’ve seen sellers’ eyes glaze over when I mention machine learning, but stick with me here.
The Real Power of Amazon Analytics Tools
The question isn’t “Does Amazon have an analytics tool?”—it has dozens. The real question is: why should selling partners use the reports generated by Amazon brand analytics tools? Let me break it down in a way that won’t put you to sleep.
Beyond Basic Metrics: What Type of Data Analytics Does Amazon Use?
Amazon’s analytics ecosystem operates on four levels:
- Descriptive Analytics: What happened? (Your basic sales and performance metrics)
- Diagnostic Analytics: Why did it happen? (Think correlation analysis and trend identification)
- Predictive Analytics: What might happen? (This is where machine learning comes in)
- Prescriptive Analytics: What should you do about it? (The holy grail of data-driven decision making)
Most sellers never get past level one, which is like having a supercomputer and only using it to check email. The real magic happens when you start combining these layers to create what I call “decision intelligence.”
How to Check Amazon Seller Analytics (The Smart Way)
First things first: Is Amazon brand analytics free? Well, that’s like asking if the gym membership is free—you might not pay directly for it, but it’s built into the cost of doing business on Amazon. The basic tools are included with your selling plan, but the advanced features (like QuickSight) come with their own pricing models.
The key to mastering Amazon analytics isn’t just about knowing where to click—it’s about understanding how to turn data into decisions. If you’re serious about how to make money on Amazon, leveraging the right analytics tools can help you optimize pricing, track customer behavior, and improve conversion rates. I’ve seen too many sellers get lost in the numbers without ever extracting actionable insights.
It’s like having a map but not knowing how to read it.
The Integration Challenge: Making Your Tools Work Together

Here’s where things get interesting (and where most sellers start pulling their hair out). Amazon’s analytics tools are powerful on their own, but they’re like members of a band that haven’t rehearsed together. Getting your QuickSight dashboard to play nice with your Seller Central data while pulling in Brand Analytics insights requires some finesse.
The secret sauce isn’t in having all the tools—it’s in making them work together in harmony. Think of it like conducting an orchestra: each instrument (tool) is valuable, but the magic happens when they play together.
Building Your Analytics Stack
The most successful sellers I know have built what I call a “data pyramid.” At the base, you have your fundamental Amazon seller analytics—the daily sales, inventory levels, and basic performance metrics. As you move up, you add layers of sophistication: market analysis, competitor tracking, and predictive modeling.
But here’s the thing about pyramids: they need a solid foundation. I’ve seen too many sellers try to run before they can walk, investing in fancy tools before they’ve mastered the basics. It’s like buying a professional camera before learning about composition—the tool won’t make you a better photographer.
The journey from basic metrics to advanced analytics is a marathon, not a sprint. But with the right approach and the right tools, you can turn data into your competitive advantage. And in the increasingly crowded Amazon marketplace, that might just be the difference between thriving and merely surviving.
Native Amazon Analytics Solutions: Your Built-in Data Powerhouse
Let’s talk about the elephant in the room – Amazon’s native analytics tools. You know, the ones that come baked right into your seller account but somehow feel like trying to decode ancient hieroglyphics without the Rosetta Stone.
Here’s the thing: while third-party tools get all the glory (we’ll get to those later), Amazon’s built-in analytics suite is like that quiet kid in class who actually knows all the answers. The problem? Most sellers either don’t know it exists or aren’t using it to its full potential.
Amazon Brand Analytics: The Hidden Gem
Remember when getting customer search data felt like trying to peek behind Amazon’s iron curtain? Well, Brand Analytics changed that game entirely. It’s Amazon’s way of saying, “Here’s what your customers are actually typing into that search bar.” But there’s a catch – you need to be brand registered to access this goldmine.
The dashboard might look like it was designed in 2010 (let’s be honest, it probably was), but don’t let that fool you. It’s packing some serious analytical firepower:
- Search term reports that show exactly what customers type before buying your products (and your competitors’)
- Market basket analysis revealing what products customers buy together
- Demographics that tell you who’s actually buying your stuff (spoiler: it’s not always who you think)
But here’s where it gets interesting – and where most sellers drop the ball. The real value isn’t in the individual metrics; it’s in how you connect the dots. When you combine search term data with market basket analysis, you’re not just seeing what people buy – you’re understanding why they buy it.
Seller Central Analytics: The Daily Driver
If Brand Analytics is your strategic command center, Seller Central Analytics is your tactical battlefield HQ. It’s where the rubber meets the road – daily sales, inventory levels, customer metrics, the works.
The best part? It’s free and available to every seller. The worst part? It can feel like drinking from a fire hose. Here’s what you should actually care about:
Business Reports That Actually Matter
- Unit Session Percentage (conversion rate if you’re speaking human)
- Total Order Items (because units sold tell the real story)
- Average Selling Price (to spot pricing sweet spots)
- Buy Box Percentage (because no Buy Box = no sales)
Amazon QuickSight: The Enterprise Play
Now we’re entering the big leagues. QuickSight is Amazon’s answer to Tableau and Power BI, and it’s what enterprise sellers use when they need to slice and dice data at scale. It’s not for everyone – and by “not for everyone,” I mean it’s probably overkill unless you’re moving serious volume.
But if you are moving serious volume, QuickSight can be a game-changer. It connects directly to your Amazon data sources, lets you build custom dashboards, and can handle the kind of data analysis that would make Excel crash and burn.
Third-Party Analytics Tools: The Power Players

Let’s be real – Amazon’s native tools are great, but sometimes you need more horsepower. That’s where third-party analytics tools come in, each with their own superpowers and kryptonite. If you’re comparing Helium 10 vs Jungle Scout vs ProductScope AI, understanding their differences in keyword tracking, competitor analysis, and sales estimation is crucial for making the right choice.
Comprehensive Analytics Suites
Jungle Scout: The Swiss Army Knife
Jungle Scout is like that friend who somehow knows everything about everyone at the party. It’s comprehensive, reliable, and probably the closest thing to a one-size-fits-all solution in the Amazon analytics world.
Key features that actually matter:
- Opportunity Finder (for spotting product gaps)
- Historical sales tracking (because trends matter)
- Supplier database (for finding manufacturers)
- Profit calculator (that actually factors in all costs)
Helium 10: The Power User’s Choice
If Jungle Scout is a Swiss Army knife, Helium 10 is a full workshop. It’s more powerful, more complex, and honestly, can be overwhelming if you don’t need all its features. But for power users? It’s hard to beat.
The standout features:
- Cerebro (reverse ASIN lookup on steroids)
- Black Box (product research with ridiculous filtering options)
- Profits (financial tracking that actually makes sense)
Financial Analytics Specialists
Sellerboard: The Profit Whisperer
Here’s what nobody tells you about Amazon selling: knowing your sales numbers is easy. Knowing your actual profit? That’s where things get messy. Sellerboard focuses on one thing – making sure you know exactly how much money you’re really making.
What makes it special:
- True profit calculation (including ALL Amazon fees)
- PPC cost analysis (because ads can eat your margins alive)
- Inventory forecasting (to prevent stockouts)
Seller Legend: The Data Nerd’s Dream
If you’re the kind of person who gets excited about pivot tables and VLOOKUP functions, Seller Legend might be your new best friend. It’s not the prettiest tool out there, but it gives you data control that other platforms can only dream of.
The platform shines in:
- Custom report building
- Deep historical data analysis
- Multi-marketplace tracking
Niche Analytics Solutions
Sometimes you don’t need a Swiss Army knife – you need a laser-focused tool that does one thing perfectly. That’s where niche analytics solutions come in, and they’re often the unsung heroes of successful Amazon businesses.
Keepa: The Price Tracker
Keepa is like having a time machine for Amazon prices. It’s not fancy, it’s not pretty, but it shows you exactly how prices have changed over time – which is pure gold for pricing strategy.
What makes Keepa essential:
- Historical price tracking across all Amazon marketplaces
- Sales rank history (to spot seasonal trends)
- Stock availability tracking
- Buy Box owner history
InventoryLab: The Stock Master
If inventory management keeps you up at night, InventoryLab might be your sleeping pill. It’s laser-focused on making sure you have the right stock at the right time – no more, no less.
Key strengths:
- Real-time inventory tracking
- Cost of goods sold (COGS) tracking
- Profitability analysis by SKU
- Reorder point calculations
Choosing the Right Amazon Analytics Tools for Your Business
Look, I’ve spent countless hours testing various Amazon analytics tools, and here’s the thing – there’s no one-size-fits-all solution. It’s like picking a smartphone; what works for your tech-savvy friend might be overkill for your needs.
Assessment Framework: Beyond the Basics
Before you dive into feature comparisons and pricing tables (which, let’s be honest, can feel like comparing apples to spaceships), let’s break down what actually matters. Think of your analytics tool choice like building a custom PC – you need the right components that work together for your specific use case.
First, assess your business size and complexity. Are you running a single-product brand or managing multiple SKUs across marketplaces? Your analytics needs will scale dramatically with complexity. A solo seller might find Amazon Brand Analytics sufficient, while larger operations often need the depth of tools like AWS QuickSight or comprehensive third-party solutions.
Technical Capabilities and Integration Requirements
Here’s where things get interesting – and where I see most sellers trip up. The flashiest Amazon analytics tools aren’t always the most practical. Consider your team’s technical expertise and whether you need something that plugs directly into your existing tech stack.
AWS QuickSight, for instance, is incredibly powerful but requires significant technical know-how. Meanwhile, simpler solutions like Jungle Scout or Helium 10 offer more accessible interfaces with decent integration capabilities. It’s about finding that sweet spot between functionality and usability.
Implementation Strategies That Actually Work

I’ve seen too many sellers get caught up in analysis paralysis during implementation. Here’s my practical approach: start small, test thoroughly, and scale gradually. Think of it like training an AI model – you need clean data and clear objectives before you can expect meaningful results.
Data Migration and Security Considerations
Data security isn’t just a buzzword – it’s crucial when dealing with sensitive sales and customer information. Whether you’re using Amazon Seller Analytics or third-party tools, ensure your chosen solution meets compliance requirements and implements robust security measures.
For enterprise users leveraging AWS analytics services, consider implementing:
- Multi-factor authentication
- Role-based access controls
- Regular security audits
- Encrypted data transmission
The Future of Amazon Analytics: Beyond Basic Metrics
The Amazon analytics landscape is evolving faster than AI can generate product descriptions (and trust me, that’s pretty fast). We’re seeing a shift from reactive to predictive analytics, with tools increasingly incorporating machine learning capabilities.
Emerging Trends in Amazon Analytics
Remember when basic sales tracking was considered cutting-edge? Now we’re talking about AI-powered demand forecasting, customer behavior prediction, and automated inventory optimization. The QuickSight dashboard is just the beginning – future tools will likely offer even more sophisticated capabilities.
Key trends to watch:
- Integration of natural language processing for market research
- Advanced visual analytics in Amazon quicksight
- Real-time competitive intelligence
- Cross-marketplace data synchronization
Success Stories and Real-World Applications
Let me share a quick case study: One of our clients, a mid-sized beauty brand, implemented a combination of Amazon Brand Analytics and custom AWS reporting tools. Within three months, they increased their profit margins by 23% simply by having better visibility into their data.
Another seller used QuickSight AWS to create custom dashboards tracking their seasonal trends. This led to a 35% reduction in stockouts during peak periods. These aren’t just numbers – they’re real results from sellers who took the time to implement the right analytics stack.
Expert Tips for Maximum ROI
After years of working with various Amazon analytics tools, here are my top tips for getting the most bang for your buck:
- Don’t overinvest in features you won’t use. Start with core functionalities and expand as needed.
- Invest time in training your team. The best tools are useless if people don’t know how to use them.
- Regular data audits are crucial. Set up monthly reviews of your analytics accuracy.
- Use A/B testing capabilities when available to optimize listings and advertising.
Common Pitfalls to Avoid
Let’s be real – I’ve seen some spectacular failures in analytics implementation. The most common? Choosing tools based on price alone or getting seduced by fancy features without considering practical utility. Remember, the most expensive tool isn’t always the best, and the cheapest might cost you more in the long run.
Final Thoughts and Recommendations
Choosing the right Amazon analytics tools doesn’t have to be overwhelming. Focus on your specific needs, start with the basics, and scale up as your business grows. Whether you’re using Amazon Brand Analytics, AWS QuickSight, or third-party solutions, the key is to actually use the data you collect.
For beginners, I recommend starting with Amazon’s native tools and gradually exploring more advanced options. For established sellers, consider a hybrid approach combining multiple tools for comprehensive insights. And remember – the best analytics tool is the one you’ll actually use consistently.
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Related Articles:
- Amazon Analytics Tools for Sellers – ProductScope
- A Guide to Amazon Brand Analytics for Listing Optimization 2024
- Amazon Merch on Demand: A Beginner’s Guide to Success
Frequently Asked Questions
Why should selling partners use the reports generated by Amazon brand analytics tools?
Selling partners should use reports from Amazon Brand Analytics because they provide valuable insights into customer behavior, search patterns, and competitor performance. These reports help sellers make informed decisions about marketing strategies, inventory management, and product development, ultimately leading to increased sales and improved market position.
Does Amazon have an analytics tool?
Yes, Amazon offers various analytics tools, including Amazon Brand Analytics, which provides sellers with detailed insights into consumer behavior and product performance. These tools enable sellers to optimize their strategies by understanding search terms, traffic, and conversion rates on the platform.
How to check Amazon seller analytics?
To check Amazon seller analytics, sellers can log into their Seller Central account and navigate to the ‘Reports’ section. Here, they can access a variety of reports that offer insights into sales performance, customer behavior, and other key metrics essential for making data-driven decisions.
Is Amazon brand analytics free?
Amazon Brand Analytics is available for free to sellers who are enrolled in the Amazon Brand Registry program. This program is designed to help brand owners protect their intellectual property and enhance their brand presence on Amazon.
What type of data analytics does Amazon use?
Amazon uses a wide range of data analytics, including predictive analytics, customer behavior analysis, and machine learning algorithms to personalize recommendations and optimize operations. These analytics help Amazon improve customer experience, streamline logistics, and enhance overall business efficiency.
About the Author
Vijay Jacob is the founder and chief contributing writer for ProductScope AI focused on storytelling in AI and tech. You can follow him on X and LinkedIn, and ProductScope AI on X and on LinkedIn.
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