Amazon Japan has announced significant modifications to its Brand Analytics tools, with two crucial reports being discontinued starting June 30, 2022. Sellers who rely on these insights for strategic optimization will need to adapt their data analysis approaches accordingly.
Which Brand Analytics Features Are Being Discontinued?
The marketplace confirmed that both the "Item Comparison Report" and "Alternate Purchase Report" will no longer be available. These dashboards previously provided valuable insights into consumer purchasing behaviors, allowing sellers to understand competitive positioning and substitution patterns.
Rationale Behind Amazon's Decision
Amazon's official statement cites seller feedback and usage analytics as the primary drivers for this change. Platform data indicated these particular dashboards delivered limited practical value, failing to generate sufficiently actionable insights. The company plans to redirect resources toward developing more sophisticated buyer behavior analysis tools scheduled for 2023 deployment, as part of ongoing enhancements to the Brand Analytics suite.
Remaining Available Brand Analytics Features
Other core analytical functions remain unaffected, including:
- Amazon Search Terms Report: Reveals customer search queries to optimize product listings and advertising campaigns.
- Alternate Purchase Behavior Report: Identifies cross-selling opportunities by showing products customers view alongside primary items.
- Market Basket Report: Analyzes shopping cart compositions to refine pricing and promotional strategies.
- Repeat Purchase Behavior Report: Tracks customer retention patterns to improve loyalty programs.
- Demographics Report: Provides customer attribute data for targeted marketing initiatives.
Access Requirements for Brand Analytics
To utilize these tools, sellers must meet specific criteria:
- Complete brand registration through Amazon Brand Registry
- Serve as the official brand owner responsible for marketplace sales
Users encountering access issues should verify their global account permissions or contact Seller Support for resolution. Data typically updates within 72 hours after each reporting period concludes.
Strategic Recommendations for Sellers
While the discontinued reports may disrupt some analytical workflows, sellers can mitigate impact by:
- Maximizing remaining Brand Analytics reports
- Exploring complementary third-party analytics solutions
- Preparing for Amazon's forthcoming buyer behavior tools
The changes underscore the importance of maintaining adaptable e-commerce strategies in Amazon's evolving marketplace ecosystem.