Amazon’s New Analytics Tool Gives Brands a Front-row Seat to In-store Shopping
Retail Dive | July 6, 2022
Amazon’s launch of its newest tool, Store Analytics, gives marketers specific insights, including how often shoppers put products back onto shelves, and arrives as brands are scrambling for ways to learn more about consumer behavior. The information from in-store shoppers could help marketers optimize their in-store marketing, including digital signage, by enabling them to experiment with more carefully curated selling tactics based on the success of promotions, availability and placement.
The newly introduced Store Analytics capitalizes on other technological advances by the company including Amazon Dash Cart and Just Walk Out, two features that track in-person consumer behavior and exist only at participating Amazon Go and Amazon Fresh locations in the U.S., which total less than 100. Store Analytics will take the data gathered from those services, monitoring the consumer shopping experience from start to finish, and aggregate it before allowing brands to access it.
Introducing Store Analytics is one of many efforts Amazon has made recently to meet the needs of marketers. In November 2021 at its annual Unboxed showcase, Amazon revealed its new measurement solution Brand Metrics, which quantifies various engagement tactics, and an Amazon Brand Lift tool, which helps brands track marketing objectives using the Amazon Shopper Panel.
The recent push to further support brands follows Amazon’s recent Q1 report, which revealed the company fell short of analyst expectations in its advertising segment, despite meeting overall revenue targets. Still, it experienced faster expansion in the ad realm than its peers, Google and Facebook.