Amazon Advertising upgrades again, launching new features: customer journey analysis

Amazon is about to launch a new feature - Customer Journey Analytics, which aims to help sellers deeply analyze buyers' behavioral data at various stages of the shopping process .

The buyer's journey on Amazon is a series of interactions and experiences that buyers have with products on the Amazon platform, including the entire process from seeing the product for the first time, becoming aware of the product, browsing and viewing the product, purchasing the product, and after-sales service.

Note: This process is not limited to completing the order itself, it also includes the buyer's overall perception, interactive experience and brand impression of your brand and similar competitors. Therefore, on Amazon, understanding the buyer's journey can help you gain a deep understanding of how buyers interact with your brand.

At each different stage, customers will interact with the brand through multiple touchpoints, and each touchpoint is the key to establishing a connection between the brand and the customer.

Amazon's new feature provides a centralized view of customer behavior indicators, including page views, add to cart, review engagement, search and browsing behavior, and purchase conversions.

The following figure is an example of the data source shared by Amazon officially, and is not the data ultimately displayed to sellers.

The specific data indicators are analyzed as follows:

What is this data used for? Give a few examples.

1. Evaluate content attractiveness: Sellers can use this feature to know how many buyers discovered the product through specific keyword searches and how long they stayed on the product details page.

2. Optimize product pages : Sellers can adjust product images, titles, descriptions and other content based on data results to better match buyers' expectations and shopping habits.

3. Evaluate advertising effectiveness : By combining advertising data with customer journey analysis results, sellers can accurately evaluate the role of advertising in the buyer's shopping journey, determine whether advertising is accurate and effective, and then adjust advertising strategies to improve advertising return on investment and avoid wasting advertising budgets.

Currently, this function is not fully open. You can log in to the Amazon seller backend and check whether there is an entry for the customer journey analysis tool in the data report or advertising analysis module. After entering, you can filter different products, time periods, market regions and other conditions according to your needs to obtain the corresponding buyer behavior data report.