Detailed explanation of Amazon customer loyalty analysis dashboard and brand analysis ABA function

Customer Loyalty Analysis Dashboard Update

Amazon US recently announced a major upgrade to its customer loyalty analysis dashboard, aiming to provide sellers with a more granular perspective on customer behavior and loyalty analysis. Benefits of this update include:

• More accurate customer segmentation: With the help of customers’ past purchasing behavior and interaction data with store pages, sellers can more accurately identify high-value customers and potential return customers.
• Personalized Marketing Tools: The dashboard will guide sellers to use tools such as brand custom audiences to push promotions, coupons and email campaigns to specific customer groups to enhance customer engagement and loyalty.
• Optimize marketing strategy: Customize purchase rewards, discounts and marketing content based on the characteristics and behaviors of different customer groups to improve the effectiveness of marketing activities.
• Reduce costs and increase efficiency: Improve return on investment and profit margins by optimizing customer acquisition costs and advertising spend, while better understanding the value and engagement costs of a loyal customer base.

In addition, Amazon has also adjusted the default preparation time for seller-fulfilled orders. For those SKUs that can be processed in one day or less, the preparation time will be shortened from two days to one day. This change is intended to speed up delivery and improve user experience.

Amazon Brand Analysis ABA Function Analysis

Amazon Brand Analytics (ABA) provides brand owners with in-depth market insights and key data support, covering multiple modules:

• Brand Market Share (Share of Voice): Displays the brand’s market share in a specific category and helps the brand evaluate its market position.
• Amazon Search Terms Report (Amazon Search Terms): Reveals popular search terms associated with the brand and their performance indicators, providing reference for SEO optimization.
• Brand Sales Growth: Provides brand sales dynamics, including sales and sales trends.
• Demographics: Display basic consumer information to facilitate refined brand marketing.
• Competitor Analysis: Reveals competitors’ market performance and helps brands formulate competitive strategies.

Brand analysis function application

Brand analysis tools are not limited to ABA, but also include three major modules: keyword search, product comparison and crowd statistics. Keyword search reports can help sellers find high-frequency search terms that are highly relevant to their own products; product comparisons are used to track the performance of competing products and guide product optimization; and demographic statistics provide detailed user portrait information to assist precision marketing.

Using the above functions comprehensively, brands can more accurately grasp market demand, optimize product lines and marketing strategies, thereby improving operational efficiency and competitiveness.