AMC, Brand Analytics and the Search Query Performance report: which tool answers which question?
In short: Brand Analytics is a tool in Seller Central for brand representatives: dashboards on search terms, customer behaviour and repeat purchases. The Search Query Performance report shows search queries with volume, impressions, clicks, add to cart and purchases. AMC, by contrast, evaluates your ad and purchase events with SQL and builds audiences.
Who answers what?
| Brand Analytics / SQP | Amazon Marketing Cloud | |
|---|---|---|
| Where | Seller Central | AMC interface and Amazon Ads APIs |
| Access | Professional selling account and brand representative in Brand Registry | AMC onboarding; for sponsored ads advertisers access in the Ads Console is possible according to Amazon |
| Typical question | How do customers search for my brand, which search terms lead to clicks and purchases? | Which ad contacts and paths lead to purchases, which audiences pay off? |
| Form | Ready-made dashboards and reports | Your own SQL queries on event data |
| Scope | SQP: up to 1,000 queries in the Brand view; organic and Sponsored Products from the search results page | Ad and purchase events of your instance, with aggregation thresholds |
Brand Analytics at a glance
Brand Analytics consists of dashboards on customer journey, customer loyalty (for example repeat purchase behaviour), search analytics (search catalog performance, search query performance, top search terms) and consumer behaviour (demographics, market basket analysis). The SQP report contains search queries from organic results and Sponsored Products on the results page and excludes traffic from widgets such as "Top Rated" or "New Arrivals".
How the two fit together
The SQP report gives search terms with demand; in AMC you attribute ad contacts and purchases. Amazon's keyword clustering playbook works with search terms from the AMC conversion tables. Figures from the two sources are not directly comparable, because scope and attribution differ.