Amazon's new analytics tool gives brands a front-row seat to in-store shopping

Using the Store Analytics tool, companies can optimize in-store marketing with insights about Amazon Go and Amazon Fresh shoppers.

What happened

Let Marketing Dive's free newsletter keep you informed, straight from your inbox.

Why it matters

Amazon’s launch of its newest tool, Store Analytics, gives marketers specific insights, including how often shoppers put products back onto shelves, and arrives as brands are scrambling for ways to learn more about consumer behavior. The information from in-store shoppers could help marketers optimize their in-store marketing, including digital signage, by enabling them to experiment with more carefully curated selling tactics based on the success of promotions, availability and placement.

Tapping into in-store data could seem like a pre-pandemic move, but in-person shopping may be making a comeback. While COVID-19 forced many brands to ramp up digital efforts, a report released by Mastercard in May showed people may be tired of shopping via the web, with online sales growing just 2.2% compared to the same period last year, compared with in-person sales, which grew 13.4%.

Amazon, in its announcement for Store Analytics, addressed privacy concerns, which have grown monumentally in recent years. The e-commerce behemoth said that shopper data is stored securely in the cloud and all personal information is withheld from brands, upholding that the only accessible data will be how well products and promotions are performing in select time periods in the sum of averages and percentages. Notice of the ability for consumers to opt out is given via email receipts and in-store signage.

This news brief is based on reporting published by Marketing Dive on 2022-07-06. The original report is linked below.