Amazon Rolls Out End User Data Report: Sellers Can Now Access Customer-Level Engagement Insights
Amazon added an End User Data report to Seller Central’s Order reports, delivering daily CSV files that include each opted‑in buyer’s name, email, default address, ASINs viewed and GMV. The file can be retrieved via the SP‑API endpoint `GET /reports/2021-06-30/reports` and refreshed each night, letting sellers segment high‑value shoppers (e.g., top 5 % VIP) and run compliant post‑purchase email campaigns.
Overview
Amazon has added a new End User Data report to the Order reports area in Seller Central, giving third‑party sellers real‑time visibility into individual buyer information for customers who have opted in. The file delivers personal details, shipping data and product‑level engagement metrics, opening a channel that previously existed only for sellers with their own e‑commerce sites. Access to this data can reshape how Amazon merchants segment, market and retain their most valuable shoppers.
Key Points
- Opt‑in only — The report lists personal details solely for shoppers who have explicitly granted Amazon permission to share their name, email and default address, so early downloads may show a limited sample.
- Customer‑level product metrics — Each row includes the ASINs a buyer viewed and the gross merchandise value (GMV) that buyer generated, enabling per‑customer conversion analysis.
- SP‑API availability — Developers can pull the report through the Selling Partner API, allowing automated feeds into CRMs, email platforms or custom dashboards.
- Real‑time refresh — The file updates daily, so a seller who downloads it on a Monday will see the same day’s opt‑in activity that occurred up to the previous night.
- Compliance gate — Amazon’s internal consent screen filters out any shopper who has not agreed to data sharing, which helps sellers stay within privacy regulations from the start.
- Data granularity — Unlike the aggregate sales reports that only show totals per ASIN, this report ties each purchase back to a unique buyer identifier, making it possible to rank customers by lifetime value.
- Programmatic scalability — By scripting API calls, a seller can retrieve the report for multiple marketplaces in a single workflow, reducing manual effort across EU, US and JP stores.
- Immediate marketing relevance — The inclusion of verified email addresses means sellers can launch targeted post‑purchase campaigns, provided they follow Amazon’s communication rules.
How End User Data Report Works
Analysis & Recommendations
Why This Matters
Having real‑time, opt‑in buyer data lets sellers build accurate CRM lists, target high‑spending customers with personalized offers, and boost conversion rates. Because the data includes verified emails, sellers can launch email flows immediately, but must follow Amazon’s Communications with Buyers policy and privacy rules such as GDPR/CCPA.
Key Takeaways
- The End User Data report provides a daily CSV with buyer name, email, address, ASIN view counts and GMV for each opted‑in shopper.
- Only shoppers who have explicitly opted‑in via Amazon’s consent screen appear in the file, limiting the initial sample size.
- Developers can pull the report programmatically using the SP‑API `reports` scope (e.g., GET /reports/2021-06-30/reports).
- Sellers can rank customers by GMV and create segments such as the top 5 % “VIP” buyers for targeted marketing.
Recommended Actions
- →In Seller Central go to Reports → Order reports, select “End User Data” and download the latest CSV.
- →Register an app in the Amazon Developer Console, add the `reports` scope, and schedule a nightly SP‑API job to pull the report to a secure S3 bucket.
- →Filter rows where `opt_in = true`, rank by GMV, and import the email addresses into your CRM to launch compliant post‑purchase email campaigns.
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