Amazon Will Help Brands Measure Their In-Store Product Performance

Amazon has launched a retail store analytics service that will provide “aggregated and anonymized insights” to advertisers about the performance of their products, promotions and ad campaigns. The Seattle-based retail giant said that the new Store Analytics service will let brands obtain details on how consumers discover, consider and buy their products.

With this data, brands can gain a better understanding of the path to purchase for their products, supporting their efforts to evolve and refine their item assortment and merchandising, according to Amazon.

Store Analytics from Amazon will be available at Amazon Fresh and Amazon Go stores that use Just Walk Out technology and Amazon Dash Carts. Amazon said it, too, will use Store Analytics data to as it looks to optimize store layout, inventory management, and promotions and merchandising.

Data provided to brands will not include personally identifiable information, browsing data or details about when and where shoppers made their purchase, Amazon stated. Rather, the aggregated data that brands receive will highlight total sales, averages, and percentages—for example, the frequency at which a product was taken off the shelf and purchased during the store visit or later on Amazon.com.

Amazon said shoppers also can opt out of Store Analytics through the company's website or app while still being able to use Just Walk Out technology and Amazon Dash Carts.