Amazon’s New Customer Journey Report Breakdown

It's about a very new report, very new.

I believe on the last call, I started talking about it, but it was so new, we weren't ready to really chat through it.

And our team has done the research.

We've looked at a bunch of these different reports across a ton of different accounts, and we're definitely excited to chat through it with you guys today. So, basically what we're looking

today. So, basically what we're looking at today is the new customer journey analytics report. So this is going to be

analytics report. So this is going to be located in brand analytics and it will provide insights into how customers engage with your brand and products

throughout their purchasing journey. So

this report enables brand owners to analyze customer touch point, identify drop off points and optimize your marketing efforts for better conversion rates. What this report shows, so the

rates. What this report shows, so the dashboard highlights the following key points. So, date range, you're going to

points. So, date range, you're going to have the option to do a weekly report or a monthly report. They don't have quarterly, which I think is weird personally. I'm hoping that they add.

personally. I'm hoping that they add.

It's a bit odd that they don't have it yet, but right now it's just weekly and monthly. And then it's going to show

monthly. And then it's going to show basically the customer's journey flow, and it'll show how the customer interacts with the websites, including key drop off points. So, it shows

awareness consideration intent and then also the purchase. Okay, so here is an example of the report and we're actually going to break down each section. You can see right here. So this

section. You can see right here. So this

says category search and then this says branded search and then like I said that's the awareness consideration is when they actually go to the listings but we'll break down each section

because as you click on these different tabs it shows those different sections essentially. So when you first log in

essentially. So when you first log in this is what for brand analytics under the customer journey analytics.

Okay. So, what are we first looking at here? We're looking at how did they find

here? We're looking at how did they find you? So, there's two ways Amazon's

you? So, there's two ways Amazon's breaking this down. One is through a category search and then another is through a brand search. So, a category

search are customers that performed a general product search rather than a specific branded search and then their search led to impressions of a brand's product. And then a branded search.

product. And then a branded search.

Pretty straightforward, right? That's

the customer search directly for a brand name indicating a strong awareness and interest in a brand's products. Okay, so

that's what the awareness section is.

And then there's the consideration. So

the consideration is all right, who from those searches went to my detail page and my brand store. So those are the two sections there. You'll notice that and

sections there. You'll notice that and we'll go through the drop offs, but you'll notice here it shows the drop off. How many that were part of that

off. How many that were part of that category search or that brand search didn't go to the storefront, right? Or

sorry, not the storefront, but the storefront and the listing. So, that's

what we're seeing there. And then this basically just outlines, okay, where did they end up from those searches? All

right. And then you have the intent. So,

what did they do when they got to your actual listing or your storefront? Did

they add it to the cart, add it to the wish list, save it for later, or was there drop off? So, the drop off again is right here. Oh, no. Please hold.

Let's try to solve this. Sorry about

this. Sorry about that. All right, we got it back

that. All right, we got it back up. So, you have the add it to cart.

up. So, you have the add it to cart.

That's the number of people who saved your products without purch or sorry that added the cart to the product to the cart. And then you have the added it

the cart. And then you have the added it to a wish list which I don't know if anyone on this call uses it this way but you're able to basically create wish lists within Amazon. So that just means

they added that product to the wish list and then saved for later means that they added to the cart but then moved it into saved for later. Okay. So that just

indicates those sections. This product

in particular that we're looking at, they are in the supplement space. So I

didn't expect them to have this many wish lists to be honest with you. Seems

a little bit different. So some of you on this call, you might be more of a fit for a wish list rather than this brand right here. But basically, those are

right here. But basically, those are what those stats mean are those three buckets. Okay? And then you obviously

buckets. Okay? And then you obviously have okay, how many purchased. So, out

of the 3,812 that added to the cart, 2,877 successfully purchased the product. And then you're able to see the

product. And then you're able to see the drop off. How many dropped off after

drop off. How many dropped off after adding it to the wish list and the saved for later. And then additionally, you're

for later. And then additionally, you're able to see repeat customers. Those are

customers who have purchased more than once from your brand in the given time period. And then there's the one-time

period. And then there's the one-time purchasers. These are customers who have

purchasers. These are customers who have purchased once from your brand in the given time period. Now, I'm not a big fan of this stat to be honest with you, and this is actually why I think Amazon

will eventually make this quarterly is because this is only during the actual section I'm looking at. Right? So, even

supplements, a lot of the times you're not going to have repeat purchases, right? Majority of

right? Majority of supplements generally last at least 30 days. So realistically, again, this this

days. So realistically, again, this this specific brand here, they have a high amount of repeat purchases, but you wouldn't know it looking at this report.

So I'm not a huge fan of that stat. I'm

hoping again that they make this at least a quarterly report. So that way you can actually see the repeat purchases because basically what this tells me is it's just showing how many

people have bought like multiple products, right? Like maybe they bought

products, right? Like maybe they bought one of our supplements and then came back and brought another. that's more

likely the scenario rather than them rebying obviously right again that's what the report is showing and then we also have the drop off right so you can

see that okay so from the category search we had 32,363 category searches during that given time period um

27,73 dropped off from that and then once people viewed our detail page we had 14,000 view the detail page and 11 roughly

11,500 dropped off. And then from the add to carts and the added wish list and then the save for later, we had 24 that 2400 drop off, right? So those are the

numbers to look at. Now obviously in my opinion looking at one month of data doesn't tell us a ton, right? We

basically how I want everyone to use this report is to basically compare it to previous months but basically this was just a talk through all right what

is this report what does this all mean especially the repeat customers because I do think that is a bit confusing Amazon has multiple spots where they talk about repeat customers and a lot of

the times it's usually if they've bought with from you in the last 12 months that's considered repeat but in this case it's not it's during that given time period so if You're looking at a weekly report, that means they bought

from you multiple times that week. If

you look at a monthly, it means they bought from you multiple times that month. Now, how can we use this

month. Now, how can we use this information? How is this useful? What

information? How is this useful? What

can we do with it? And all that good stuff. So, like I said, we've got to

stuff. So, like I said, we've got to compare this month over month. It's not

super helpful. Yes, it's helpful to look at the monthly report, but I more so want to see people using it comparing it month over month because we basically want to see less drop off, right? That's

the key is we want to see the ad to carts go up and the purchases go up and the drop offs we want less drop offs, right? How can we use this data? How can

right? How can we use this data? How can

we help it grow our sales on Amazon and optimize further? So, first is

optimize further? So, first is optimizing our PPC strategy. So by

analyzing brand verse category search engagement, brands can refine their paid ad campaigns for stronger targeting and higher returns. So that's one of the big

higher returns. So that's one of the big features of this. You can also enhance your product listings by tracking your drop off rates after listing changes. So

this will help you guys identify what resonates best with your customers and improves conversion rates, right? So,

obviously there's other tools on Amazon that will help you guys do that as well, like manage experiments and things like that. But if you guys make, let's say, a

that. But if you guys make, let's say, a title change, an image change, or a pricing change, pricing is not included in the manage experiments, then this can

help show you guys, okay, so when I changed that price, I got more add to carts than when I had it at the previous price, right? So, it's a way for you

price, right? So, it's a way for you guys to track data and really see how are customers interacting with you guys from search to the add to cart portion, right? It's going to help you ultimately

right? It's going to help you ultimately make smarter pricing. Monitoring how

pricing adjustments affect drop offs allows brands to find the optimal price point for maximizing sales without losing potential buyers. So there's

obviously a lot of data here, but like I said, this can really help us split test pricing if that is something that you guys are looking to do and is part of your strategy. And then finally, it can

your strategy. And then finally, it can help us increase our customer lifetime value by understanding repeat purchase behaviors. It enables brands to tailor

behaviors. It enables brands to tailor our retention strategies, promotions, and subscription offers. So, like I said, my hope is Amazon at least makes

this a quarterly report because that opens it up, right?

You're going to more likely have somebody buying multiple times in a quarter than multiple times in a month.

That's just the reality. Obviously, it

depends product to product. If you're

selling a consumable, it's possible to have more purchases in a given month.

But I think realistically, most brands, most products on Amazon, a quarterly report is going to make a lot more sense, specifically to have a good idea about your customer lifetime value. So,

that's the new report. I highly

encourage everyone checks it out, play around with it. It's brand new. It's not

perfect by any means. Like I said, I there's no quarterly, right? So, in my opinion, they'll eventually add that in.

But I will say just in general, Amazon's reporting is getting stronger and stronger. They're giving more insights

stronger. They're giving more insights and more data. So whenever you guys see these reports, I highly encourage you jump in, research it, look into it, see

what it tells you, read the definitions, right? Like the the new or sorry, the

right? Like the the new or sorry, the repeat customer one. That's a really great example where they outline exactly what that means for that given report.

So, make sure you take the time, read those specific definitions on these new reports, but highly encourage everyone takes a look at that report. And again,

I would do so at least on a monthly basis. Weekly might be a bit much. It

basis. Weekly might be a bit much. It

just depends on what optimizations you're making, whether that's PPC or with pricing or anything like that. I

would definitely say just looking at it at a monthly basis should be good.