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Advanced Segmentation for Amazon Sellers: Unleashing the Power of Customer Analysis

Unlock customer insights and boost revenue on Amazon with advanced segmentation for Amazon sellers. Learn how to leverage Amazon Brand Analytics tools and third-party analytics tools to analyze customer behavior and optimize marketing strategies.
Rael Cline
Last updated:
January 18, 2024

In the competitive world of Amazon selling, understanding your customers is key to success. The ability to segment customers and analyze their behavior can provide valuable insights that guide decision-making and drive revenue growth. In this blog, we will explore advanced segmentation techniques using Amazon Brand Analytics tools in Seller Central and introduce third-party analytics tools to help sellers achieve exceptional outcomes.

I. Amazon Brand Analytics Tools in Seller Central

Metrics Available through Amazon Brand Analytics Tools

  • Search Frequency Rank: This metric ranks the popularity of keywords searched by customers on Amazon, allowing sellers to identify high-demand keywords.
  • Market Basket Analysis: It helps sellers understand which products are frequently purchased together, enabling cross-selling and upselling opportunities.
  • Repeat Purchase Behavior: This metric provides insights into customer loyalty by revealing how often customers repurchase a product.
  • Customer Demographics: Amazon provides demographic data, including age, gender, and location, allowing sellers to tailor their marketing strategies accordingly.

Segments Available through Amazon Brand Analytics Tools

  • Top Customer Reviews: This segment helps sellers identify customers who have left positive reviews for their products, allowing them to engage with these loyal customers and request additional reviews.
  • Competitor Comparison: This segmentation enables sellers to compare their brand's performance against competitors in terms of search terms, conversion rates, and more, providing invaluable competitive insights.
  • Traffic Source Analysis: This segment allows sellers to analyze customer traffic sources, such as organic search, paid ads, or social media, helping them optimize marketing efforts.

Read more: Amazon Warehouse Technology

II. Custom Segments with Third-Party Analytics Tools

While Amazon Brand Analytics tools offer a range of valuable metrics and segments, third-party analytics tools can further enhance customer analysis for Amazon sellers. Here are some interesting custom segments to consider:

  1. Customer Lifetime Value (LTV) Segmentation: LTV segmentation helps sellers identify high-value customers, allowing them to tailor personalized experiences, loyalty programs, and targeted promotions to maximize customer retention and profitability.
  2. Geographic Segmentation: Analyzing customer behavior by location can provide insights into regional preferences, allowing sellers to optimize marketing campaigns, inventory distribution, and shipping costs accordingly.
  3. Behavioral Segmentation: This type of segmentation clusters customers based on their behavior, such as purchase frequency, average order value, or browsing history. Sellers can then create targeted marketing campaigns based on these segments, increasing customer engagement and sales.
  4. Purchase Intent Segmentation: By analyzing customer search keywords, wishlist data, and product comparisons, sellers can identify customers with high purchase intent. Targeted promotions or personalized recommendations can then be tailored to these segments, driving conversions.


Advanced segmentation is a powerful tool for Amazon sellers to unlock the potential of customer analysis. By leveraging the metrics and segments available through Amazon Brand Analytics tools in Seller Central, coupled with custom segments using third-party analytics tools, such as Nozzle analytics for Amazon sellers, brands can gain deeper insights into their customers' preferences, behaviors, and trends. 

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