Overview

Amazon's Customer Loyalty Analytics is a Brand Analytics tool that lets sellers segment their customer base by purchasing behavior and brand loyalty. Available exclusively to brand-registered sellers, this dashboard provides insights into repeat purchase patterns, helping sellers understand which customers are new, at-risk, or highly loyal. For sellers looking to increase customer lifetime value and reduce acquisition costs, this tool offers data-driven guidance on where to focus marketing and retention efforts.

Key Points / What Sellers Need to Know

• Brand Registry required — Customer Loyalty Analytics is only available to sellers enrolled in Amazon Brand Registry with an active brand representative role. Without this status, the dashboard will not appear in your Seller Central account.
• Role-based access — Even within a brand-registered account, specific user permissions are required. If you see a permissions error, your account's primary administrator must grant access through the user permissions settings in Seller Central.
• Customer segmentation — The tool breaks your customer base into distinct segments based on their loyalty and purchasing history with your brand, allowing you to understand buying behavior at a granular level.
• Lifetime value focus — The analytics are designed to help sellers increase overall customer lifetime value through targeted engagement strategies informed by actual purchase data.
• Located in Brand Analytics — The dashboard is accessed through the Brand Analytics section under the main menu in Seller Central.

How Customer Loyalty Analytics Works

The Customer Loyalty Analytics dashboard segments your customers into groups based on how frequently they purchase your brand's products and how recently they last bought. Typical segments include new customers who have made their first purchase, repeat buyers who return regularly, and at-risk customers whose purchasing frequency has declined. By analyzing these segments, sellers can identify trends in customer retention and spot opportunities to re-engage lapsed buyers before they leave entirely. The tool draws on actual Amazon transaction data tied to your brand, giving you a level of customer insight that would be difficult to gather independently. This segmentation approach mirrors the RFM (Recency, Frequency, Monetary value) framework widely used in retail analytics.