Amazon is stepping up its game with the new Customer Journey Analytics tool.

It is under Brand Analytics!

This feature offers a highly visual and intuitive way to understand how customers interact with your brand—from awareness to consideration, intent, and finally, purchase.

The data spans across all ASINs at the brand level, showcasing branded searches, store traffic and highlighting where in the funnel customers are dropping off.

It’s an incredible way to pinpoint bottlenecks in the customer journey and identify areas for improvement.

Now imagine the possibilities if Amazon provided granularity at the category and ASIN level within this graph! While we do have some granularity through Brand Metrics in the advertising dashboard, seeing this level of detail visually within this tool would be amazing.

For example, identifying funnel drop-offs for a specific ASIN or category could help brands take laser-focused actions.

It’s exciting to see Amazon providing this level of clarity in such an accessible format.

I’ll be sharing more thoughts on how to leverage tools like this and what combinations could truly be impactful for advertisers. Stay tuned!