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Amazon terms of service: how we work with them and get our data from Amazon

Amazon terms of service are especially strict with customer data. In this article we share what data we have access to and how Nozzle works
Laura North
Last updated:
August 8, 2022

We're able to bring you the most accurate, up-to-date Amazon customer data in the industry because we have a close relationship with Amazon. We're not trying to hack their system or find ways around its terms of service agreement. We're an authorized partner of Amazon's and they've given us  access to their APIs to use data in the specific way that we do. 

How we get our data from Amazon

Amazon's terms of service are very specific about governing how you can use data from their site. The only way to make sure we can access the data we need while adhering to the terms of service is by becoming a Selling Partner [link] and getting access to their Selling Partners API (a program designed specifically for partners). We have been in this program for a number of years and have been working closely with them throughout this partnership. In short, being an Amazon partner means they trust you not to abuse any of their data or put consumers at risk by collecting information without permission.

In fact, we have been through several audits by the vettings team at Amazon to ensure our use cases, data security and compliance obligations are in accordance with the Amazon Services API Developer Agreement, Data Protection Policy, and Acceptable Use Policy.

No personally identifiable information is held within the dataset. Personally identifiable information includes names, email addresses, phone numbers and more. Individual customers are assigned a unique identifier (for instance, customer “ABC1234”), and it is this that's used to track behavior and purchase history.

Read Nozzle's FAQs

Account management and authorization

Amazon's data is very tightly controlled (we think that's a good thing!). So in order for Nozzle to be able to access your customer data and show you how your customers behave, you (or whoever the root account holder is) must first authorize Nozzle to access your Amazon seller account, as well as your Amazon ads and Amazon orders data.

We've made this as simple as possible to do from within Nozzle; you can easily link new regions to your Nozzle account, and synchronize data from multiple marketplaces.

Nozzle marketplace settings
Marketplace syncing in Nozzle

How does Nozzle work?

As we mentioned earlier in this article, customers that are tracked with Nozzle are given a unique identifier in order to see exactly when and what they purchase. In practice, this means that we are easily able to understand how many of your customers are new to your brand, and how many buy from you repeatedly.

How does Nozzle analytics work?
Amazon customer journeys in Nozzle

Crucially, this also means that you're able to accurately calculate the actual profit that you're making from individual customers (customer lifetime value (CLV)). 

Grouping customers together that have a high CLV helps Amazon sellers understand what drives these particular behaviors, such as seeing if your highest CLV customers have all bought similar products in a similar order, over similar timeframes.

This level of granularity gives Amazon sellers using Nozzle the edge over other sellers who are pouring money into their PPC ad spend without fully understanding what the return is.

🤓 Read more - Why Amazon Sellers Need a Customer Retention Strategy

🤓 Read more - Mastering Customer Lifetime Value on Amazon

🤓 Read more - Why we're so keen on Cohort Analysis

Why should I trust Nozzle?

You have a lot of reasons to trust Nozzle. As an Amazon seller, you’re probably familiar with other tools that claim to offer the same level of data on your customers. But they don't! As we mentioned above, these tools are usually pulling data from Amazon’s public pages and making educated guesses based on what they see there. Nozzle, however, has exclusive permission to use your actual customer data to get a real picture of what's going on in your Amazon store.


Amazon is one of the most popular e-commerce platforms in the world, with billions of products available for sale. The company has always been very protective of its data, and it has made it difficult for third-party companies to get access to this information. However, Nozzle has demonstrated to Amazon that we're not only abiding by Amazon's terms of service, but that we're constantly innovating ways in which Amazon sellers can make use of and action insights that directly help to boost profits - we have even won an award from Amazon for that very thing!

If you’re an Amazon seller that wants to get to know your customers better, get your free 14 day trial of Nozzle analytics today.

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