2026-06-11 · 9 min read
Amazon Custom Analytics: How to Use the Free Dashboard Most Sellers Ignore
Amazon launched a Custom Analytics tool with 100-plus metrics in 2025. Here is what it tracks, how to build useful reports, and which metrics actually predict sales performance.
Amazon launched the Custom Analytics dashboard in early 2025 as part of Brand Analytics for sellers enrolled in Brand Registry. The tool lets you build custom reports combining over 100 metrics from sales, traffic, advertising, and customer behavior data. Most sellers have not found it yet, or have opened it once and closed it without building anything useful.
Where to find it
In Seller Central, go to Brands > Brand Analytics > Custom Analytics. If you do not see the menu, verify that your brand is enrolled in Brand Registry and that your Seller Central account has Brand Analytics permissions. The Custom Analytics tab appeared in February 2025 and was rolled out gradually, so some accounts received it before others.
What metrics are available
Custom Analytics pulls from four data domains. Sales and orders: units ordered, ordered product sales, session-to-order conversion rate, buy box percentage, returns. Traffic: page views, sessions, glance views by ASIN. Advertising: ad-attributed sales, ad spend, ACoS, impressions, clicks. Customer behavior: repeat purchase rate, subscription enrollment, customer reviews received, review star rating.
You can combine metrics across these domains in a single report, which is something third-party tools charge for. For example, you can create a report that shows page views, sessions, conversion rate, ACoS, and buy box percentage for every ASIN in your brand, sorted by page views, for any date range you choose.
Building your first useful report
The most actionable report for most sellers: weekly health check report. Set these columns in order: ASIN, product name, sessions, conversion rate (buy box conversion), buy box percentage, ordered units, ACoS (if advertising), returns received.
Run this report weekly. What to look for: any ASIN where sessions are holding steady but conversion rate dropped more than 2 percentage points week-over-week (listing issue or competitor undercutting). Any ASIN where buy box percentage dropped below 90% (pricing issue or FBA stockout). Any ASIN where returns increased sharply (product quality concern or listing inaccuracy).
The repeat purchase rate metric
One of the most useful metrics in Custom Analytics that no third-party tool measures well: repeat purchase rate. This shows what percentage of customers who bought your product bought again within 12 months. A product with a 40% repeat rate means 4 out of 10 customers came back. A product with a 5% repeat rate means customers are not finding value.
Use this metric to identify which products in your catalog benefit most from a Subscribe & Save discount or from follow-up email campaigns through Amazon's Manage Your Customer Engagement tool.
Comparing ad-attributed vs total sales
Custom Analytics lets you see both ad-attributed sales and total ordered product sales in the same row. Dividing ad-attributed sales by total sales gives you a rough TACoS calculation within the dashboard itself (total ad spend divided by total sales). If a product shows $5,000 in total ordered product sales and $2,000 in ad-attributed sales, 40% of its revenue is being credited to ads. That tells you the organic contribution is lower than it should be for a mature product.
Setting up benchmark comparisons
Save a snapshot of your key metrics monthly. Custom Analytics does not currently have a built-in comparison to previous periods (it shows only the selected date range). Export your weekly report to a spreadsheet and add a column comparing to the prior week. Over 8 to 12 weeks, patterns emerge clearly: which products are improving, which are declining, and where specific interventions moved the needle.
Limitations to know
Custom Analytics data updates every 24 hours. Real-time campaign decisions still require Campaign Manager for advertising metrics and the Traffic dashboard for session data.
Brand Analytics is only available to sellers enrolled in Amazon Brand Registry. Resellers and arbitrage sellers who do not own a registered trademark cannot access this tool.
Data is limited to the trailing 24 months. For longer historical comparisons, you need to export and store your own data.