Amazon recently launched new tools and reports that provide a holistic view of brand metrics and customer insights. The Brand Analytics dashboard has an extensive amount of data ranging from top search terms and search volume to demographics and customer loyalty analytics. In order to access this dashboard, Amazon sellers need to be enrolled in Brand Registry. This data can help brand owners identify the most relevant keywords for their category and see how they rank compared to competitors. This information can also provide sellers with insights into the customer’s shopping journey and recommendations for improving brand loyalty. Until recently, this type of data was not available on Seller Central. These detailed reports can give brand owners a major advantage, however, this information is often underutilized. The metrics in this dashboard help brand owners make data-driven decisions to improve their advertising campaigns, search engine optimization, and overall merchandising.