Amazon Advertising
How to Make Amazon Custom Analytics Part of Your 2026 Growth Strategy
You’re not short on data. You’re short on clarity. If you lead digital marketing or eCommerce at a growing CPG brand, your week likely starts by jumping between Seller Central, Brand Analytics, business reports, third-party dashboards, and a few spreadsheets. And still, the big questions stay unanswered. Sales are flat, but is that due to traffic, conversion, or something else? Promos ran, but did they actually move the needle? Amazon gives you plenty of data. What it doesn’t give you is insight.
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Show me howAmazon Custom Analytics is their most flexible tool for brand owners. It lives inside Seller Central and lets you build dashboards that bring together key performance metrics like traffic, sales, conversion rate, and buy box share. But the tool alone doesn’t drive growth. How you use it does. In this post, you’ll learn how to turn Custom Analytics into a strategic part of your workflow. One that helps you act faster, make better decisions, and grow with intent.
Why Most Amazon Reporting Falls Short
Most Amazon reporting tools weren’t built for strategic decision-making; they were built to summarize activity. You get metrics from Business Reports, Brand Analytics, and ad dashboards, but each lives in isolation. There’s no way to connect the dots between traffic shifts, conversion changes, and promotion outcomes without manual work.
That makes it hard to:
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Understand what’s driving performance at the ASIN or brand level
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Respond quickly when sales or traffic patterns change
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Build repeatable, weekly workflows that align teams
The result: Decisions are often delayed, inconsistent, or made without the full picture. Not because the data isn’t there, but because it’s not usable at speed. Amazon Custom Analytics is meant to address this by centralizing key views into one customizable dashboard. But it only works if you build it intentionally.
What Amazon Custom Analytics Brings to the Table
Amazon Custom Analytics gives brand teams a way to centralize the most important performance data without relying on multiple disconnected reports. With it, you can:
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View sales, traffic, conversion rate, buy box %, and promo data side by side
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Track performance weekly, monthly, or year-to-date from a single dashboard
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Filter and segment by brand, ASIN, SKU, or fulfillment method
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Build exportable views for operational check-ins or executive summaries
It’s not just more data; it’s structure. You decide what to monitor, how to compare time periods, and what context matters to your business.
For a visual guide, watch this segment in our comprehensive Custom Analytics walkthrough.
Key Metrics That Should Drive Strategy
Amazon Custom Analytics gives you a lot of data, but only a few metrics consistently drive meaningful decisions. Now, these are the metrics that should inform weekly decisions, campaign evaluations, and product-level prioritization:
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Sales from Unit Ordered (Net of Promotions): Understand actual revenue after discounts, not just top-line volume.
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Sessions + Conversion Rate Trends: Track demand and efficiency together, drops in either can signal issues upstream.
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Buy Box % (Featured Offer Rate): Visibility doesn’t matter if you’re not winning the buy box. Monitor this as a leading indicator.
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Average Selling Price: Pricing shifts often go unnoticed. This shows the downstream impact on revenue and margin.
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Promo Conversion Rate: Use this to evaluate whether coupons and deals are driving real performance, or just margin erosion.
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Search Query Performance (Brand-Level): Monitor how often your products are being discovered and clicked via branded search.
These metrics provide both a health check and a starting point for diagnosis without having to jump between tools.
Building a Strategic Dashboard Workflow
To make Custom Analytics part of your weekly operations, set up a few core dashboards that align with how your team reviews performance:
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Weekly Scorecard: A high-level view of sales, sessions, and conversion at the brand level. Use this to spot directional shifts and prioritize where to dig deeper.
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Product Health Check: ASIN-level performance with filters for unit orders, traffic, conversion rate, and buy box %. Add week-over-week comparisons to flag declines early.
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Promo Tracker: Focused on coupons, Lightning Deals, and promotions. Track conversion lift and unit sales during promo windows versus baseline periods.
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Search Signal Monitor: Use brand-level search query data to monitor shifts in keyword visibility, click volume, and add-to-cart rates — early signs of demand changes.
These dashboards replace scattered reporting and help your team make faster, more focused decisions each week.
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