🛒 Market Basket Analysis

Dashboard link: https://app.emax-digital.com/market-basket-analysis-main-board

Overview

The Market Basket Analysis dashboard reveals which of your products are bought together with other products on Amazon — both within your own brand portfolio and alongside competitor brands. It uses Amazon's "Frequently Bought Together" data to surface cross-sell patterns at the brand, category, and ASIN level.

It is built for brand managers, category managers, and e-commerce leads who want to answer questions like: Which of my products drive baskets? Which competitor brands ride along in my customers' carts? Which categories are strongest for own-brand cross-sell? And which ASINs are generating sales but failing to participate in any cross-purchase pairing at all?

Use it to identify bundling opportunities, spot competitive threats inside your own customer baskets, and find catalogue gaps where your products sell on their own but never combine.

What You Can See on This Dashboard

The dashboard is organised in three blocks: a top-level catalogue cross-sell coverage view, a Purchase Combination Overview at brand and category level, and an ASIN-level detail section listing both top combination drivers and ASINs without any combinations.

Section 1 — Catalogue Coverage: ASINs With vs. Without Combinations

The opening view answers a simple question: Of all the products in my active catalogue, how many are actually participating in cross-purchases on Amazon?

Key metrics:

• ASINs with Combinations — number of active catalogue ASINs that appear in at least one Frequently Bought Together pairing in the selected period (regardless of whether the paired product is own-brand or competitor).

• ASINs without Combinations — number of active catalogue ASINs that do not appear in any pairing — i.e. no recorded cross-sell activity.

• Share of ASINs without Combinations — the second metric expressed as a percentage of the catalogue.

Visualizations:

• Pie chart splitting the active catalogue into ASINs with vs. without combinations.

• Share of ASINs With Combinations Over Time — line chart tracking the last 12 periods (or 8 quarters), with three lines: total share, share combined with own-brand products, and share combined with competitor products.

• Number scorecards highlighting the share of catalogue without combinations.

Ignored ASINs in the catalogue are excluded from the baseline.

Section 2 — Purchase Combination Overview

This block answers: When my products are in the basket, what else is in there? It breaks the answer down three ways — by brand, by own-brand category, and by competitor category.

Top 20 brand combinations

Ranks the brands customers most frequently buy alongside your products, by total units. Reveals the competitive and complementary brand landscape in the cart.

Visualizations:

• Pie chart of the top 20 brands by purchase combination volume.

• Table listing Brand and Units.

Top 20 category combinations (with products in your catalog)

Shows which categories within your own brand drive the most own-brand cross-purchases — i.e. where customers most frequently buy two of your products together.

Category assignment uses your emax digital catalogue.

Visualizations:

• Pie chart of the top 20 own-brand categories by combination volume.

• Table listing Category and Combination Count.

Top 20 category combinations (with products not in your catalog)

Shows which Amazon categories competitor products are most often pulled into the basket from when bought alongside your products. Helps identify the categories where other brands have the strongest pull in the cart.

Category assignment uses Amazon's browse category for the paired (competitor) product.

Visualizations:

• Pie chart of the top 20 competitor categories by combination volume.

• Table listing Category and Combination Count.

Note on Combination Count: Combination Count = Orders × Combination Pct. For Vendors, Amazon does not report Orders, so Units are used as a proxy.

Section 3 — Top 20 ASINs with Combinations

The most granular section: for each of your top 20 ASINs (by order/unit volume), it lists every product that customers frequently bought alongside them.

Columns shown: Picture · Title · ASIN · SKU · Link · Buy Box Price · Orders · Units · Items Per Order · Combination Pct. · Combination Count · Catalog Category · Sub Category · Purchase Combination Brand Name · Purchase Combination ASIN · Purchase Combination Title · Amazon Category · Purchase Combination # of Total Combinations.

Column definitions:

• Orders — number of orders containing this ASIN. For Vendors, Amazon does not report orders separately, so Units are used as a proxy.

• Units — total units sold of this ASIN in the period.

• Combination Pct. — share of this ASIN's orders that also included a purchase of the paired ASIN, as reported by Amazon.

• Combination Count — estimated number of orders containing both ASINs = Orders × Combination Pct. (Units × Combination Pct. for Vendors).

Each row is one ASIN–combination pair, so a top ASIN with several combination partners will appear in multiple rows.

Section 4 — Products (ASINs) Not Bought Together

A table listing every active catalogue ASIN that generated sales in the period but did not appear in any Frequently Bought Together pairing — ranked by order/unit volume.

Columns shown: Picture · Title · ASIN · Link · Orders · Units.

This is the actionable list of "lonely sellers" — products that sell but don't combine. Strong candidates for bundling, A+ cross-merchandising, virtual bundles, or Sponsored Products targeting on related ASINs.

Ignored ASINs and ASINs that appear in any combination pairing for the period are excluded.

Available Filters

Filter interaction notes

• Reporting Range and Period work together. Switching Reporting Range (e.g. Monthly → Quarterly) reloads the available Period values.

• Catalog Subcategory depends on Catalog Category. Selecting one or more Categories narrows the Subcategory list to the values that belong to those Categories.

• ASIN filter narrows the ASIN-level tables (Top 20 ASINs with Combinations and ASINs without Combinations) to a single product, but does not affect the brand/category roll-ups above.

• Brand filter affects the Purchase Combination Overview tables — when you change brand, "own-brand category" and "competitor category" are re-evaluated against the selected brand.

• The 12-period rolling chart (Share of ASINs With Combinations Over Time) covers 12 periods, or 8 if Reporting Range = Quarterly, ending at the selected Period.

Use Cases

1 — Identify bundling opportunities

You want to launch virtual bundles or A+ cross-merchandising modules.

• Open the Top 20 ASINs with Combinations table.

• Sort visually by Combination Pct. — high values mean customers very reliably buy these two ASINs together.

• For combinations where both ASINs are own-brand, package them as a virtual bundle or feature them in each other's A+ content.

2 — Spot competitor brands inside your baskets

You want to understand which brands are riding along in your customers' carts.

• Look at Top 20 brand combinations and compare against your own brand.

• Brands appearing with high purchase combination counts that are not yours are either complementary partners (potential collaboration) or direct competitors (potential conquest targeting).

• Cross-reference with Top 20 category combinations (w/ products not in your catalog) to see which categories those competitor products come from.

3 — Find "lonely" products to activate

You suspect some products sell on their own but never combine — leaving basket-building money on the table.

• Open the Products (ASINs) not bought together with other products table.

• Sort by Orders / Units to find the highest-volume lonely ASINs.

• For each, consider: Sponsored Products targeting on related ASINs, virtual bundles with own-brand complements, or A+ comparison charts that point to natural pairings.

4 — Monitor catalogue cross-sell health over time

You want to track whether your portfolio is becoming more or less cross-sell-active on Amazon.

• Read the Share of ASINs With Combinations Over Time chart.

• A rising total line is good; a rising competitor-brand line with a flat own-brand line is a warning sign — customers are increasingly mixing your products with competitors rather than within your portfolio.

• Use this as a quarterly KPI for the cross-sell strategy.

5 — Category-level cross-sell strategy

You want to know which categories are your strongest own-brand cross-sell engines.

• Compare Top 20 category combinations (with products in your catalog) against Top 20 category combinations (with products not in your catalog) for the same period.

• Categories that dominate the own-brand chart are your basket-building strongholds — protect and expand them.

• Categories that dominate only the competitor chart indicate gaps where your portfolio is not capturing the natural cross-sell — candidates for assortment expansion or new launches.

Limitations & Notes

• Data source: Amazon "Frequently Bought Together". This dashboard relies on the pairings Amazon publishes. Combinations that did happen in baskets but did not make it into Amazon's reported FBT data will not appear.

• Vendors: Orders are proxied by Units. Amazon does not report Orders separately for Vendor Central. For Vendor accounts, the Orders column and Combination Count are calculated using Units as a substitute. Items Per Order will therefore behave differently than for Seller accounts.

• Combination Pct. is reported by Amazon, not modelled by emax digital. It reflects what Amazon's "Frequently Bought Together" system surfaces, which is itself a curated view of co-purchase behaviour — not a raw transaction-level co-purchase rate.

• Combination Count is an estimate. Combination Count = Orders × Combination Pct. (or Units × Combination Pct. for Vendors). It is directional, not a precise transactional count.

• Active catalogue baseline. "ASINs with / without combinations" uses your active, non-ignored catalogue as the denominator. ASINs flagged as ignored in your catalogue setup are excluded — make sure your catalogue ignore-list is accurate or the share will be skewed.

• Category source differs between own-brand and competitor views. Own-brand category roll-ups use the emax digital catalogue category; competitor category roll-ups use Amazon's browse category for the paired product. Direct comparison of the two views should be done at the directional level, not as a like-for-like match.

• Top 20 is by order/unit volume, not by combination strength. A high-volume ASIN with a low Combination Pct. can outrank a low-volume ASIN with a very high Combination Pct. — use both columns when prioritising actions.

• ASIN filter scope. Filtering by a single ASIN narrows the ASIN-level tables but is not designed to drive the brand-level and category-level pie charts, which work best at portfolio level.

Data Refresh

Data updates daily.