Two different views of the same market
Although both Amazon and MRP use the same underlying Search Query Performance (SQP) data, they answer different questions.
Amazon Seller Central: Brand-level view
In Amazon Seller Central, market share is shown at the brand level.
This means:
Amazon reports the total share of the brand for a given search query.
The share includes all sales, clicks, and add-to-carts for that brand, even if they were generated by:
Other sellers offering the same products
Amazon Retail or Vendor accounts
Resellers
Result: Amazon shows how successful the brand is overall, regardless of who actually made the sale.
MRP: Seller-level view
MRP works differently.
MRP calculates market share using ASIN-level data, and then attributes results only to your seller account within a specific marketplace and week.
This means:
We download SQP data for all relevant ASINs
We group them into a branded view
But we count only the performance generated by your seller account
Result: MRP shows how much of that success was generated by you as a seller.
Why the numbers can be different
Because these tools answer different questions, their share percentages can differ.
Typical scenarios
Exclusive or private-label brands
If a brand is mainly sold by one seller account, brand share and seller share are almost the same.
Differences are usually around 0–1%.Brands with multiple sellers
If other sellers or Amazon itself also sell the same products, Amazon’s brand share will be higher than your seller share.
In these cases, the difference can be significant.
Example (for illustration only)
For one branded search query in a specific week:
Amazon Seller Central (Brand-level): 95.51%
MRP (Seller-level): 80.28%
Important details:
The total market size (impressions) is identical in both tools
This confirms the data source and time range are aligned
The difference exists only because the measurement level is different
In this case, part of the brand’s performance came from sellers other than the client’s account.
Is this a bug?
No. This is expected behavior.
MRP is intentionally designed to show seller-level impact, not just brand visibility.
Why this is useful
MRP helps you answer an important business question:
How much do I, as a seller account, actually benefit from branded search demand?
This insight is especially valuable when:
A brand has multiple sellers
Amazon Retail or resellers are active
You want to understand your true contribution, not just brand popularity
Summary
Amazon Seller Central shows brand share
MRP shows seller share
Differences are normal when multiple sellers are involved
MRP provides a more precise view of your account’s real performance
If you need help interpreting your data, our support team is happy to assist.