The smartest sellers are studying buying behavior.

Search Query Performance (SQP) gets all the attention, and for good reason.
It tells you what’s bringing people in.

But it doesn’t tell you who they are or what else they buy once they’re in.

That’s where Market Basket Analysis comes in, and most brands are overlooking it.

What sellers assume:
That success on Amazon is just about targeting better search terms, ranking higher, and converting faster.

What’s actually happening:
Amazon is quietly telling you who your buyer is through what they add to their cart with your product.

Market Basket Analysis (available through Brand Analytics) shows which ASINs are frequently purchased alongside yours.
It’s not just an accessory report. It’s an audience signal.

Think about what you can learn:

• What types of products your customer also buys
• What categories they shop in and where you’re missing presence
• What brands you’re most commonly paired with (or competing against)
• How your product fits into a larger use case or solution

This isn’t just helpful for cross-selling.
It reframes how you define the role your product plays in the customer’s life.

And when you understand that, your entire strategy shifts:

→ Better bundles
→ Smarter A+ and brand store design
→ More relevant ad targeting
→ More accurate assumptions about lifetime value

Amazon is not just a search engine. It’s a marketplace of people with routines, context, and intent.

Market Basket Analysis helps you stop guessing.
It connects the dots between your product and your real audience, not just the keywords they typed.

If you’re still optimizing in isolation, you’re missing what’s actually moving in the cart.

Because what good are perfect keywords for the wrong customer?

So to start using this report, check out the video and see how to find it on your account