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. For a look at how the rest of Brand Analytics compares against a paid seller toolkit, see Amazon Brand Analytics vs Helium 10.
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.
Three more reports worth building
The launch tracker. Columns: ASIN, date, glance views, sessions, unit session percentage, ordered units, ad spend, ad-attributed sales. Run it daily for the first 30 days of any new product. You are watching for the day organic sessions start growing while ad spend holds flat, which is the moment the listing begins ranking on its own. If that day never comes, the problem is relevance, not budget.
The cannibalisation check. If you sell several similar products, build a report with all of them side by side over the same period. Sellers frequently launch a variation that simply moves sales from an existing ASIN while the total stays flat. Only a combined view shows it, because each ASIN looks fine on its own.
The returns-to-reviews report. Columns: ASIN, ordered units, returns received, customer reviews received, average star rating. A product with a rising return rate and a falling star rating has a physical problem. A product with a rising return rate and a steady star rating usually has a listing accuracy problem, because the buyers who were misled send it back without bothering to leave a review.
Reading it next to Search Query Performance
Custom Analytics tells you what happened on your detail page. Search Query Performance, in the same Brand Analytics menu, tells you what happened before the customer got there: which queries produced impressions, what share of the clicks on each query you took, and what share of the purchases.
Put them together and the diagnosis gets specific. High impression share and low click share on a query means the search result itself is not competitive, which points at the main image, the price, the star rating, or the title. High click share and low purchase share means the page is not closing, which points at the images below the fold, the bullets, A+ content, or reviews. Neither report can tell you that alone.
Sessions and page views are not the same thing
A session is one visitor's visit within a 24-hour window. A page view is one load of the page. One session can produce several page views when a shopper opens your listing, leaves, and comes back, or clicks between variations.
Always calculate conversion from sessions, never from page views, or you will understate it. This trips people up most on variation listings, where a shopper flicking between three colours generates three page views and one session.
Limits worth knowing before you build
Custom Analytics reports are built per brand, so a seller with several registered brands builds the same report more than once and cannot combine them in a single view.
The dashboard has no period-over-period comparison, so trend work happens in your spreadsheet after export. Build the export habit from week one. Eight weeks of stored snapshots is worth more than any single report the tool can generate.
Advertising figures here update on the same 24-hour cycle as everything else, so campaign decisions still belong in Campaign Manager. Use Custom Analytics for the weekly picture and Campaign Manager for anything you would act on today.
Frequently Asked Questions
Is Amazon Custom Analytics free?
Yes. It is part of Brand Analytics and carries no charge beyond the Seller Central subscription you already pay. The requirement is Brand Registry enrolment, which needs a registered trademark, so the real cost is the trademark rather than the tool.
Why can I not see Custom Analytics in my Seller Central account?
Three usual causes. Your brand is not enrolled in Brand Registry, in which case no part of Brand Analytics appears. Your user account lacks the Brand Analytics permission, which the account administrator grants under User Permissions. Or your marketplace has not received the rollout, since it arrived region by region rather than everywhere at once.
How is Custom Analytics different from Business Reports?
Business Reports are fixed layouts covering sales and traffic for all sellers. Custom Analytics lets brand-registered sellers choose the columns and combine metrics that live in separate reports, most usefully advertising figures next to organic traffic and conversion in the same row. Business Reports also remain available to sellers without Brand Registry, which Custom Analytics does not.
How often does Custom Analytics data refresh?
Roughly every 24 hours. Today's numbers are not final, so comparing a partial day against a complete one produces a drop that is not real. Compare complete weeks against complete weeks.
What is repeat purchase rate and why does it matter?
It is the share of customers who bought your product and bought it again within the following twelve months. It identifies which products in your catalogue are consumable or habit-forming in practice rather than in theory, and those are the products where a Subscribe and Save discount or a follow-up campaign pays for itself. A consumable product with a repeat rate near zero is telling you something the reviews are not.