Engage with Your Loyal Customers with Amazon’s New Customer Loyalty Analytics Dashboard

scrabble pieces spelling out "brand" and "loyalty"

With the new Customer Loyalty Analytics dashboard in Seller Central, registered brand owners can get great insights and take action toward driving customer loyalty all on one page – for free!

What is Amazon's Customer Loyalty Analytics Dashboard in Seller Central?

The Customer Loyalty Analytics dashboard provides an avenue for registered brand owners to identify loyal customers and engage with them directly to drive brand loyalty. The dashboard audience types are divided by what Amazon calls an “RFM rating” which is short for "Recency", "Frequency", and "Monetary".  

There are 4 subsets of audience types:

  1. Top Tier: customers who bought recently, buy frequently, and spend the most.
  1. Promising: customers who bought recently, buy occasionally, and spend above average.
  1. At-Risk: customers who haven't bought recently or frequently and have varied spending.
  1. Hibernating: customers who haven't bought in a long time, buy infrequently, and have varied spending.
source: Amazon

Utilizing Amazon's Customer Loyalty Analytics Dashboard:

To navigate to the Customer Loyalty Analytics dashboard, use the Seller Central menu and choose Brands > Brand Analytics > Customer Loyalty Analytics. There are two views – Brand View and Segment View. With Brand View, get insights into key metrics for each audience type by brand.  

source: Amazon

Under the Segment View, you can filter by brand, segment, reporting range, and week – click “apply” to generate a tailored promotion.

source: Amazon

Aside from just creating promotions, brand owners can use the highly customizable trends graph which provides great insight into performance over time. Depending on what data you’re looking for specifically, fill out the primary and secondary axes to drill in on key points.

source: Amazon

We recommend reviewing Amazon’s Customer Loyalty Analytics dashboard guide for full details!

If you're a client looking for more information, contact your Account Team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.

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