Unlocking the Power of Customer Loyalty Analytics on Amazon: Are You Maximizing Your Most Valuable Customers?

Did you know that your top 10% of customers spend 3x more per order than the lower 90%? Or that a second-time shopper has a 45% chance of purchasing again? Understanding and leveraging customer loyalty is key to increasing profitability on Amazon. In fact, just a 5% boost in customer retention can drive profits up by 60%!

The Customer Loyalty Analytics Dashboard empowers brands to track, segment, and optimize customer engagement for better long-term growth. Here’s how you can use it to its full potential.

What is the Customer Loyalty Analytics Dashboard?

This dashboard helps Amazon sellers segment customers based on loyalty, analyze purchase patterns, and predict future spending behavior. By leveraging this data, brands can create tailored promotions and marketing strategies to boost engagement and retention.

How To Access Customer Loyalty Data?

This tool is exclusive to brand owners. 

1. Navigate to the top-left menu in Seller Central.
2. Hover over “Brands” and select “Brand Analytics.”
3. The page will default to the Customer Loyalty Analytics view.

How Does It Work?

The dashboard provides two key views:

 1. Brand View – Big Picture Insights

• Allows filtering by brand and timeframe (weekly, monthly, quarterly, yearly).
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• Categorizes all customers into four loyalty segments.

• Tracks metrics for new customers, potential customers (customers who have shown interest in your brand but haven’t made a purchase yet) and repeat customers (those who have ordered your brand’s products more than once in the given time period)

2. Segment View – Deep Dive into Customer Loyalty

• Displays the predicted customer lifetime value (in revenue) for each segment.
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• Categorizes customers into three spending trends: growing (expected to spend more),  maintaining (expected to spend the same) & declining (expected to spend less).

• Provides historical trends with a 12-month trailing view for you to be able to analyze performance over time for each customer segment.

Actionable Insights & Recommendations

Both views offer actionable steps to improve customer engagement and retention. They enable you to easily send customizable promotional codes to your high-intent Amazon customers, known as your Brand Tailored Audiences.

By precisely targeting each segment, you can tailor marketing campaigns with personalized messaging and offers, optimizing ROI and driving growth through customer acquisition and retention. 

Brand View Recommendations:

• Re-engage Cart Abandoners: Send personalized promotions based on their left-behind items to encourage conversion and reduce abandonment rates.
• Identify New Audiences: Target declining top-tier and declining promising customers projected to spend less in the coming year.

Segment View Recommendations:

• Generate customized promotions based on the selected customer segment and reporting period. Example:

• Eligible customers will see promotions on search pages, product detail pages, and Amazon’s dedicated promotion shopping page, ensuring broad visibility and maximizing their effectiveness.

Key Benefits of Using the Customer Loyalty Analytics Dashboard

1. Perform Targeted Engagement

• Identify high-value customers and tailor marketing efforts to re-engage them efficiently.

2. Customize Your Marketing Strategy

• Adjust discounts, incentives, and messaging based on customer behaviour and buying patterns.

3. Optimize Timing for Maximum Impact

• Reach customers at the right purchase stage with the right product and offer.

4. Improve Ad Spend Efficiency

• Use data-driven insights to allocate marketing spend efficiently by focusing on high-value customer segments. This will avoid wasting ad budget on low-intent audiences and instead invest in customers most likely to convert and generate higher ROI.

5. Reduce Customer Acquisition Costs

• Target potential customers who already showed interest in your brand to improve conversion rates.

Make Every Customer Count

By leveraging the Customer Loyalty Analytics Dashboard, you can retain high-value customers, re-engage lapsed buyers, and optimize your marketing efforts. A data-driven approach ensures you’re maximizing customer lifetime value, reducing acquisition costs, and increasing overall profitability on Amazon.

Start using the dashboard today to turn one-time buyers into lifelong brand advocates!

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