Amazon's New Customer Journey Analytics Tool: A Seller's Guide

Amazon's new Customer Journey Analytics dashboard gives sellers powerful insights into their customers' shopping behavior. Let's explore how this tool can help optimize your Amazon business strategy.

This new dashboard tracks customer behavior throughout their shopping journey, from initial brand discovery to purchase. It breaks down customer interactions into stages, providing actionable data at each step of the funnel.

• Sign in to Seller Central and navigate to the "Brand" menu, look for the “Brand Analytics” section

• In order to access Customer Journey Analytics you will need to increase global permission

• From there look for the “Customer Journey Analytics” section and you will find key metrics and data that show how customers interact with your product

The awareness stage metrics help you understand how customers first discover your brand:

• Tracks customers who have searched your brand or viewed products

• Includes those without purchases in the last 12 months

• Shows your brand's overall visibility

• Branded Search Ratio: Percentage of customers searching specifically for your brand

• Branded Search Count: Raw number of brand-specific searches

• Category Search Count: Number of customers finding you through general searches

• Top 3 Search Queries: Most effective search terms driving impressions

• Top 3 ASINs: Your products receiving the highest visibility

To leverage these insights effectively:

• Track metrics monthly

• Look for seasonal patterns

• Measure marketing impact

• Optimize listings based on successful search queries

• Adjust advertising strategy using top ASIN data

• Focus marketing efforts on increasing branded searches

• If customers come via branded search, work to increase category search by improving rank with ads

• If customers come via category search, analyze rankings to understand what searches drive traffic

• Compare detail page views to conversions to measure traffic quality - then improve listing conversion or adjust ad strategy to attract better-qualified traffic

• Check the dashboard weekly

• Set benchmarks for each metric

• Use insights to inform product optimization and marketing decisions

• Combine with other Amazon analytics tools for a comprehensive strategy

To sum it up, the Customer Journey Analytics tool provides valuable insights into customer behavior on Amazon. By monitoring these metrics and acting on the data, sellers can make smarter decisions about their listings, marketing, and overall strategy.