Master Amazon's Customer Journey Analytics to Boost Sales 🚀📊 | Prime Team Agency
By Prime Team Agency
Summary
## Key takeaways - **Amazon's 4-Stage Customer Funnel**: Amazon breaks down the customer journey into 4 categories: awareness, consideration, intent, and purchase, your typical funnel. [00:28], [00:40] - **Awareness: 40% Customer Growth**: In the awareness stage, customers grew by 40% from the prior week, with a huge spike in new to brand customers due to January's New Year resolutions boost after slow December. [01:22], [02:56] - **Category Search Drop-Offs Dominate**: In category search, customers search for keywords, scroll the search page, and click a listing, but a huge chunk drops off without clicking our product listings, maybe buying competitors or nothing. [00:57], [01:15] - **Detail Page: 4 Possible Actions**: Once on the detail page in consideration phase, customers can drop off, click a competitor ASIN, or add to cart, wish list, or save for later, with most adding to cart. [01:46], [02:05] - **Cart Intent: 2-to-1 Drop-Off Ratio**: In the intent phase after adding to cart, customers either drop off or purchase, showing a 2 to 1 ratio from drop offs to purchases for the given week. [02:15], [02:34] - **Purchases Split: One-Time vs Repeats**: In the purchase stage, there's a breakdown by category for one-time purchases and repeat customers, with a small segment being repeats, great for analyzing trends over time. [02:35], [02:40]
Topics Covered
- Amazon Reveals Full Customer Funnel Breakdown
- Most Detail Page Visitors Exit Without Action
- Cart Abandonment Outpaces Purchases 2-to-1
- January Awareness Spikes 40% Post-Holiday Slump
Full Transcript
Understanding the customer journey from a point of awareness to a purchasing decision is gonna be very beneficial and helpful in scaling your brand on Amazon. Amazon just launched some new customer journey analytics, and we're gonna do a deep dive on that in today's video. Video. My name
is Zachary Useche. I am a brand manager here at Prime Team Agency, and I wanted to go through the customer journey analytics page that was recently just added to brand analytics in Seller Central.
And what this does is that it gives you a view of the customer journey that Amazon breaks down into 4 categories, awareness, consideration, intent, and purchase. Right? So your typical funnel. And you can set whatever reporting range you want,
and purchase. Right? So your typical funnel. And you can set whatever reporting range you want, but right now, we are looking at the 1st week of the year in January. And in the awareness stage, what we see here is for category search, this is customers searching on Amazon within our specific category, searching for keywords like they normally would do for any shopping experience.
Right? They search for a keyword, they they scroll through the search page, and they click on a listing. For those that are not clicking on our product listings, they are being considered as dropped off. So a huge chunk of the category search is going to drop off. Maybe they're buying a competitor listing, or they are not purchasing anything at all.
off. Maybe they're buying a competitor listing, or they are not purchasing anything at all.
What we know is that they're not clicking on our detail pages. Once they do, that's where we kinda move into the consideration phase. And,
again, every section here will have their own data points, at the very top here. So awareness customers grew by 40%. Consideration customers grew by 40%.
top here. So awareness customers grew by 40%. Consideration customers grew by 40%.
Now once they're on the detail page here, they've shown interest. Right?
They are considering purchasing the product because they're already on our detail page.
What they can do from here is do one of 4 things. The first being, again, another drop off where maybe they don't purchase something.
Maybe they scroll down the page and click a competitor, ASIN listing, and purchase that product, for example. All we know is that they're not adding our products to cart, to their wish list, or to their save for later. And those are the 3 other options. They can either add to cart, add to their wish list, or add to save for later. It seems that out of these 3,
most of them are adding to the cart, and that's where we can kinda move into the intent phase where now that customers have added their products into cart, they can do one of 2 things.
They can buy or not buy. Right? They can either drop off or purchase. What we see here for the given week and the brand that we're looking at is that there's a 2 to 1 ratio, from drop offs to purchases. And what we see here is that for the purchases stage, now that they've bought the item, we kinda get a breakdown a category breakdown,
from our purchases on onetime purchases and repeat customers.
Right? So a small segment of those who have purchased in that given week, are repeat customers. And this is gonna be great to see here because you can also analyze certain trends over time. Right? So, again, that 1st week of January, we saw a huge spike in new to brand customers and repeat customers.
If we go back into the awareness stage, we see that customers and awareness grew significantly from the prior week, which was end of December. Typically slow, depending on, accounts, but for the most part, it is a slower period in the year, and January sees a boost with New Year resolution folks. So and that's where we see the 40% increase here. So have a look at
the customer journey analytics. Do a deep dive here, understand the customer journey from start to finish, from awareness to a purchase decision, and that will help you scale your brand on Amazon.
If you have any questions about the video or need some Amazon advice, please reach out to our email at Amazon help at prime team dot agency, and we'll get back to you as soon as possible with an answer. Thanks, and I hope this was helpful.
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