Overview

Amazon’s Customer Loyalty Analytics dashboard, accessible to sellers enrolled in Brand Registry, delivers a data‑driven view of who buys your products, how often, and how much they spend. Launched within the Brands hub of Seller Central, the tool segments shoppers into loyalty tiers and supplies metrics that help you design promotions aimed at boosting repeat purchases and overall lifetime value.

Key Points

• Automatic tier grouping — The system classifies every buyer of your brand into categories such as “top‑tier repeat,” “promising,” “at‑risk,” and “one‑time” based on purchase frequency and spend.
• Spend‑pattern visibility — You can see average order values, purchase intervals, and revenue trends for each segment, for example a top‑tier group that orders every 30 days with a $75 AOV.
• Promotion integration — The dashboard links directly to Brand Tailored Promotions, letting you launch segment‑specific discounts like a 15 % off coupon for customers who haven’t bought in 90 days.
• Lifetime‑value estimates — Each loyalty tier is assigned an estimated CLV, helping you prioritize marketing dollars toward the most profitable groups.
• Brand Registry prerequisite — Only sellers who have completed Amazon Brand Registry can access the analytics, as the data relies on brand‑level customer identifiers.

How Customer Loyalty Analytics Works

1. Data ingestion — Amazon pulls every transaction tied to your brand’s ASINs, recording purchase date, order total, and buyer ID. Example: A shopper who bought three different SKUs of your product line in the past six months is logged with a cumulative spend of $210.
2. Segment assignment — The platform evaluates three signals—frequency, recency, and total spend—to place each buyer into a predefined loyalty tier. Example: A buyer with two purchases in the last month and $120 total spend lands in the “promising” segment.
3. Metric calculation — For each tier, Amazon computes median order value, repeat‑purchase rate, and projected revenue contribution.