New-to-Brand Metrics: A First in Amazon Seller Central

Amazon’s newly released Customer Journey Analytics offers a fresh and focused view of how customers interact with your brand—but here’s the key insight:

This tool is centered around new-to-brand customers, those who haven’t purchased from your brand in the last 12 months.

For example:
• The “Viewed Detail Page” metric reflects the number of customers who viewed your products' detail pages in the given time period, without purchase from your brand in last 12 months
• The “Purchase” metric shows new-to-brand purchases, which can differ significantly from your overall purchase numbers in the business reports.

While you could calculate similar insights through AMC (Amazon Marketing Cloud) with the right tools and effort, this is the only place within Seller Central where these new-to-brand metrics are readily available, along with visualizations of the customer journey.

Have you explored this tool yet?