What do buyers purchase with your product? Amazon's Market Basket report on 9 accounts over 5 months
Amazon's Brand Analytics Market Basket report shows, for each product and month, which three products ended up in the same order as yours most often. You can use it to build a bundle, or to decide which other product page to advertise on. We looked at the reports of 9 seller accounts from May to September 2026.
Three things came out. The top pair was another brand's product in three cases out of four. With few orders, the report often shows 100%: those products typically had 1-2 orders that month. And for most products the top pair changes from month to month.
What the report shows
For each product and month it gives at most three rows: the first, second and third most common pair, each with a percentage (Combination %). It gives no counts. For us the base of the percentage did not match the product's monthly order count: among the top pairs where the order count is known, the product of the two was not a whole number in 140 of 295. So you cannot work back from the percentage to the number of shared orders.
With less data you get fewer rows. Of the 297 product-months, 201 had three pairs, 27 had two and 69 had only one.
How we measured
We looked at the reports of 9 seller accounts on the German, French, Italian, Spanish, UK and US marketplaces from May to September 2026: 726 rows, 297 product-months. We counted a pair as the seller's own product if the ASIN appears among the same account's listings or Brand Analytics reports. Every account has listings in the data, including the ones at 0%. The monthly order count came from the Repeat Purchase report for the same product and month (we wrote about that report separately); it was available for 295 of the 297 product-months. The October report is not included yet.
The top pair is mostly another brand
| Position | Rows | Of which own product | Share |
|---|---|---|---|
| 1st pair | 297 | 76 | 25.6% |
| 2nd pair | 228 | 26 | 11.4% |
| 3rd pair | 201 | 15 | 7.5% |
| Total | 726 | 117 | 16.1% |
Accounts differ a lot. For Beton Booster the top pair was its own product in all 30 of its product-months (German, French, Italian and Spanish marketplaces). On Going Forward's German marketplace it was 25 out of 123. On Dental Rituals' two accounts it was once in 31, and on Bohema Games and Felinetiq (15 product-months across the two accounts) not once.
Higher-volume products have an own-product pair slightly more often. At 30 or more orders a month it was 9 of 26 product-months (34.6%), below 10 orders 44 of 196 (22.4%).
100% means little at low order counts
| Monthly orders | Product-months | Top pair at 100% | Median of top pair |
|---|---|---|---|
| Under 10 | 196 | 111 | 100% |
| 10-29 | 73 | 6 | 25% |
| 30 or more | 26 | 0 | 10% |
Of the 297 top pairs, 118 were at 100%. Where the order count is known (117), the median was 2 orders a month, the highest 13, and 37 products had a single order that month. At 30 or more orders a month the top pair was at most 22.22%.
The pair changes from month to month
Where a product had a top pair in two consecutive months, the top pair stayed the same in 11 of 158 such month pairs (7.0%). It was among the next month's three pairs 14 times (8.9%). At 30 or more orders a month it is somewhat more stable, but still rare: 4 of 20 month pairs kept the same top pair (20%).
Four examples from the German marketplace:
- Bohema Games, Schmuse-Duell board game (73-98 orders a month): in May and June one other-brand product was the top pair, from July to September a different one, also another brand (10.0%, 10.0%, 22.22%). Here it stayed the same for three months.
- Going Forward, two Netherlands Café herbal teas (lemon balm & marshmallow and peppermint & marshmallow): in June and July each was the other's top pair, in June at 18.18% and 17.39%. In August the peppermint tea's top pair was already another brand's product.
- Felinetiq stainless steel cat litter box (45-84 orders a month): five months, five different top pairs, between 4.35% and 12.5%. One of them was a book.
- Molly Cat glass bird bath: four months, four different top pairs. In August, at 41 orders, it was a set of hanging bird feeders, at 10%.
What this data does not tell you
The report shows what ended up in the same basket, not why. It does not tell you whether a bundle or an ad on the other product's page would bring more sales. We did not measure that. The 9 accounts are small: two thirds of the product-months had fewer than 10 orders.
What to do with it
- Find the report. Seller Central, Brands, Brand Analytics, Market Basket Analysis. It is only available with Brand Registry.
- Below 30 orders a month, do not take the percentage seriously. For us, the products at 100% typically had 1-2 orders a month.
- Look at three months at once. Only build on a pair that is the top pair for at least two consecutive months. For us the top pair stayed the same in 11 of 158 month pairs.
- If the pair is your own product: make a bundle of them, or point to each other on both product pages and images. Going Forward's two teas were each other's top pair for two months.
- If it is another brand's product and stays there: test product targeting on it in your ads, with a small budget. Whether it pays off is decided by your own click and order data. We wrote about product targeting in a separate article.
- If it changes every month: do not build a bundle or ads on it, because buyers are not buying one specific product alongside yours.