What is the Customer Journey Analytics Report?

This new report gives brands a clearer view of their customer journey by dividing users into four key segments. It includes valuable data points such as:

• Top search queries driving discovery
• New-to-brand (NTB) vs. repeat customer trends
• Drop-off percentages at each stage (awareness, consideration, intent, and purchase)
• Recommended actions to improve conversion

With this, brands can easily track the movement of customers through the funnel, understand where drop-offs occur, and take strategic action to improve retention and sales.

How Can Brands Use This Report to Improve Strategy?

We asked our Head of Ads, Pau Vilamajo, for his take on how brands can best leverage these insights. He highlighted the following key benefits:

“This new report is valuable for brands looking to refine their customer acquisition and retention strategies. By providing a clear, data-driven view of the customer journey, it allows brands to pinpoint exactly where drop-offs occur and implement targeted interventions.

The ability to track month-over-month performance and apply Amazon’s tailored promotion recommendations makes this an essential tool for optimising marketing spend and driving sustainable growth.”

Brands can use this report to:

✅ Identify bottlenecks in the buying journey and reduce friction
✅ Track the effectiveness of marketing campaigns in driving conversions
✅ Use Amazon’s tailored promotion suggestions to re-engage customers who abandon carts
✅ Compare month-over-month performance to measure the impact of strategic adjustments

One of the standout features is the ability to track New-to-Brand vs. Repeat Customers in a visual format, as seen in the report’s trend graphs.

How to Access the Customer Journey Analytics Report

To access these new reports:

• Log in to Amazon Seller Central (Only available in Seller Central, not Vendor Central)
• Go to Brands > Brand Analytics
• Select Customer Journey Analytics
• Choose your reporting range and customer segment to analyse

Amazon has also included a metric glossary and downloadable reports, making it easier to track and interpret data over time.

Why Does This Matter?

With the addition of Customer Journey Analytics, Amazon is giving brands deeper insights into customer behaviour than ever before.

By leveraging these insights and Amazon’s recommended actions, brands can refine their marketing strategies, increase conversions, and build stronger relationships with both new and repeat customers.

Want help interpreting your Amazon analytics and optimising your ad strategy?

At Unicorn, we specialise in helping brands unlock the full potential of Amazon. Whether it’s interpreting these reports to improve your Ads or crafting data-driven strategies, we’re here to guide you every step of the way.

Let’s chat about how we can take your brand to the next level, just schedule a call or send us a message.