(7.4) Using Amazon Brand Analytics – Finding Potential Products.

Using Amazon Brand Analytics – How to Use Amazon Brand Analytics to Find Potential Products.

Eazyppc welcomes you to the post ‘Using Amazon Brand Analytics – How to Use Amazon Brand Analytics to Find Potential Products’ – you should read and fully understand the previous posts, as Eazyppc uses terms and concepts that were already explained in earlier lessons.

Posts you should be familiar with before reading this one:

For sellers already doing business on Amazon, the Brand Analytics tool is probably second nature — especially for analyzing conversion funnels or collecting keywords. However, another important application of this tool that is quite useful is finding potential products and checking for seasonal factors.

In this post, assume you are at the beginning of Q2/2025 and want to find potential products to sell in Q3 and Q4 – consulting this tool before making a decision can help you avoid the scenario where: product demand drops right after inventory arrives / Listing is ready to sell -> difficult to achieve the expected results.

1/ Accessing and Using the “Top Search Terms” Section in Brand Analytics

Ranking: Keywords that are searched more frequently will have a higher rank (rank 1 is the most searched term).
If multiple keywords are searched the same number of times, they will share the same rank.
It does not matter whether users clicked on the results or made a purchase.

After logging into Brand Analytics, navigate to the “Top Search Terms” section as shown above.

Here, you can select a time range by day, week, month, or quarter – data is available for the last 24 months (last 8 quarters). You then set the country and the product category/niche you want to examine.

2/ Two Approaches to Finding Products

Eazyppc uses the following 2 approaches to leverage this tool for product research.

a. Keyword-Based Approach

Pull Top Search Terms data for Q3 and Q4 of 2023 and Q3 and Q4 of 2024.
Consolidate all keywords from the 4 files into one Excel file and identify the overlapping terms.
Run these keywords through Helium10 > Magnet > Analyze to check:
- Current search volume.
- Historical search trend chart.
From there, evaluate the Search Volume and seasonal patterns of the product, then plan your inventory sourcing and business scenarios.

b. Product-Based Approach

In the “Top Search Terms” data table, click on the ASINs appearing in the top keywords (skip major brand keywords).

Review the information for each ASIN, checking when the product was first listed for sale. If a product started selling in Q2 and appeared in the top searches in Q3–Q4, that could be a signal of seasonal potential.
However, you need to exclude:
- ASINs from major brands (sales driven by branded keywords).
- Products with a Conversion Share that is too low relative to Click Share (meaning users click through but do not buy, indicating a high likelihood of costly advertising spend).
Once you find a suitable product, follow the same steps as in section (6.) for deeper evaluation and business planning.

3/ Some Drawbacks of Using Brand Analytics for Product Research

The keyword list contains many branded keywords and non-physical product keywords, which takes time to filter out.
The product category structure is too broad and general, without more granular subcategories, which reduces accuracy when analyzing narrower niches.

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