Overview

Amazon has introduced a suite of customer‑analytics and audience‑segmentation capabilities that give sellers direct access to first‑party buyer data. The features are being added to the existing Seller Central and Vendor Central interfaces, allowing merchants to move beyond generic marketplace trends. Sellers who tap the new tools can refine advertising spend, product roadmaps, and retention tactics with data that previously required costly third‑party solutions.

Key Points

• Unified Customer Dashboard — A single screen now aggregates metrics such as how shoppers discover a brand, the paths they take to purchase, and the post‑purchase actions they perform; for example, a seller of outdoor gear can see that 42 % of their traffic originates from Amazon Search while 18 % comes from Sponsored Brands.
• Dynamic Audience Segments — Merchants can slice their buyer base by age, location, purchase frequency, and engagement level; a home‑decor vendor might create a “repeat buyer” segment of customers who have placed three or more orders in the last six months and a “first‑time buyer” segment for newcomers.
• Repeat‑Purchase Insights — The platform surfaces data on how often customers reorder specific SKUs, revealing patterns such as a 60‑day repurchase cycle for a popular pet‑food product, which can inform subscription offers or reminder emails.
• Direct Link to Advertising Tools — Segment data feeds straight into Sponsored Brands and Sponsored Display campaign builders, enabling a seller of fitness accessories to allocate 30 % more budget toward the high‑value “loyal athlete” audience while trimming spend on low‑conversion groups.
• Geographic & Demographic Breakdown — Sellers receive heat‑maps and percentile charts that show, for instance, that a children's toy brand’s top‑selling items are most popular among families in the Midwest, allowing targeted inventory placement and localized promotions.

How the Analytics Work

1. Data Aggregation — Amazon compiles interaction signals from product listings, search queries, cart additions, and order histories, then normalizes them into a buyer‑profile database; a seller of organic teas can see that 27 % of their purchasers are located in coastal states and have an average basket size of three units.