• by Laurie Sullivan , Staff Writer, September 15, 2022

On top of gaining the rights to NFL Thursday Night Football (TNF) and offering U.S. merchants the ability to send free marketing emails to reach some existing customers on the platform, Amazon pushed deeper into data Thursday with the announcement of new analytics features and tools for sellers.

The tools will help sellers tap into customer insights and analytics data to launch new products and increase sales.

“We’re focused on supporting sellers as they work to build and grow their business,” said Benjamin Hartman, vice president of Amazon North America Selling Partner Services. “The tools we’re announcing today are a direct result of seller feedback and target every step of their Amazon sales funnel, from new customer acquisition to increased lifetime value.” The announcement was made at the company’s Accelerate 2022 conference. 

The features are designed to help sellers to optimize listings, better understand customers, differentiate brands, and grow business.

Manage Your Experiments focuses on helping sellers optimize listings and content on product detail pages to drive higher rates of conversion and increase sales by an estimated 25%.

Brands also can A/B test bullet points and descriptions, and review machine learning-based recommendations for product images and titles to drive better conversion. And they can now opt-in to auto-publish experiments to the product detail page, automating A/B tests.

An enhanced version of the Search Analytics Dashboard, which launches this month, will offer an insights dashboard with anonymized data to better understand customers’ interests and shopping habits.

Brands can download Search Query and Catalog Performance data and new ASIN-level details. The capability enables brands to evaluate marketing campaigns to drive repeat purchases and acquire new customers -- either directly from within Amazon’s tools or by combining Amazon data with the seller’s own business data.

The enhanced Search Analytics Dashboard is launching worldwide in September.

Other enhancements were made to Product Opportunity Explorer and Search Analytics Dashboard, according to the company. These are designed to help brands analyze marketing campaigns and identify areas to focus on in order to acquire new customers and drive repeat purchases.