Using Customer Journey Analytics to Improve Amazon Conversion Performance

Amazon offers brands more data than any other platform. Despite this, commercial decisions are often based solely on final sales figures. However, Customer Journey Analytics provides a different perspective. It reveals not only what products were purchased but also the precise points where customers stopped engaging along the purchase path.

Awareness Without Equity

Most customers find products using category searches, rather than branded terms. Customer Journey Analytics reveals the exact ratio between branded and category-led discovery. This metric clearly shows whether a brand relies too heavily on category performance. This insight has the potential to significantly change the direction of investment decisions. For example, a brand might choose to reinforce brand equity or instead double down on category share through SEO and advertising.

Consideration As A Commercial Signal

High volumes of product page views mean little if customers do not progress further down the funnel. Therefore, Journey Analytics becomes essential. It pinpoints exactly where high-traffic ASINs fail to convert. The result often highlights weaknesses such as inconsistent creative assets, poor review strategies, or sub-optimal product positioning. For leadership teams, such analyses are more than just optimisation tasks. It is a commercial signal that the current customer experience does not yet match the initial intent generated.

Intent Should Translate To Sales

Actions such as adding an item to the basket, saving it for later, or placing it on a wish list all indicate a high level of customer interest. When these actions do not result in a purchase, this presents clear opportunities for targeted intervention. For example, strategies could include implementing a special deal tailored to specific customer behaviours. Alternatively, the Brand Store could highlight carefully selected product ranges. In this way, Amazon activity moves beyond simple acquisition. Instead, it focuses on optimising performance based on genuine intent.

From Transaction To Lifetime Value

Perhaps the most challenging insight that Journey Analytics provides is related to repeat purchase behaviour. This is because many brands are still heavily reliant on one-time buyers.

Therefore, retention-focused strategies are essential. These strategies include things like Subscribe & Save enrolment and building replenishment pathways directly into the Brand Store. By implementing these measures, it is possible to transform Amazon from a purely transactional marketplace into a strong customer retention channel.

Why It Matters

At scale, these insights transform how ad budgets are allocated. They also determine the ASINs that deserve disproportionate investment. Furthermore, these insights set the expectations brands should have for revenue contributions from Brand Stores, subscriptions, and repeat customers.

Market Rocket interprets this data daily, spanning categories from FMCG to fashion. The company’s responsibility extends beyond merely generating reports. Instead, the focus is on translating data into commercial outcomes. Ultimately, this results in higher contribution margins, a stronger category share, and long-term customer value.

If Amazon data is only telling a brand what sold last month, it is insufficient. Understanding the full customer journey is the key method for brands to turn Amazon into a channel for sustainable growth.