What is Market Basket Analysis on Amazon and how do I use it?
Market Basket Analysis in Brand Analytics shows which ASINs are most frequently purchased together with yours in the same order. Use it to find bundle candidates, cross-sell opportunities in A+ Content, and PPC ASIN targeting for complements.
How to use it
Pick your top 5 SKUs. For each, look at the top 10 co-purchased ASINs. Add complements to your own A+ Content cross-sell. Bundle where the complement is your own ASIN. Target with PPC ASIN campaigns where the complement is a competitor product with no direct overlap.
Watch-outs
Frequent co-purchase does not mean incremental. A cheap accessory to a hero SKU may attach in most baskets without lifting AOV meaningfully. Test bundles before committing to bundle inventory.
Frequently asked questions
Is Market Basket Analysis available to all sellers?
Requires Brand Registry and lives in Brand Analytics.
Can I export the data?
Yes, CSV export.
Does it show off-site behavior?
No. Only on-Amazon basket composition.
See this in Nova
Nova surfaces this metric per SKU in near real time so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the difference between Amazon Business Reports and Brand Analytics?
Business Reports show what happened on your listings: sessions, page views, buy box, unit-session percentage. Brand Analytics shows what shoppers did across the whole marketplace: which search terms drove clicks and purchases, which ASINs share cart with yours, and repeat purchase behavior.
How do I use the Search Query Performance report?
The Search Query Performance report shows how your brand and each ASIN perform on specific search terms: impressions, clicks, cart adds, purchases, and market share. Use it to prioritize keywords where you have search-share upside, not just current conversion.
How do I use Amazon's Repeat Purchase Behavior report?
The Repeat Purchase Behavior report in Brand Analytics shows how many customers bought your brand once vs multiple times over a chosen window. Use it to identify consumables with real repeat velocity, plan Subscribe & Save enrollment, and forecast lifetime value at the brand level.
Should I run ASIN targeting on competitor listings?
Yes for defensive and conquest campaigns. Sponsored Products ASIN targeting on your own catalog defends your detail pages. Targeting competitor ASINs works best when your product has a clear differentiator (price, rating, bundle) that shows up in the sponsored slot.
How do I run a cohort analysis for Amazon consumable SKUs?
Group customers by first-purchase month for the SKU. Track how many buy again in months 1, 2, 3, and so on. Amazon does not give you customer identifiers, so you approximate with the Repeat Purchase Behavior report at brand level plus S&S subscriber data.