How to understand new buyers and lifetime value using Amazon insights

Brands can use data from Amazon’s e-commerce platform to understand new-to-brand buyers and appraise customer lifetime value (CLV).

Understanding consumer habits on Amazon’s e-commerce platform can help marketers understand new-to-brand customers, boost repeat purchase and drive customer life value.

Patrick Miller, co-president of digital commerce at Ascential Digital Commerce and co-founder of e-commerce advertising specialist Flywheel Digital – which, like WARC, is owned by Ascential – suggested the capabilities of the Amazon Marketing Cloud (AMC), the platform’s firm’s advertising engine, offer a powerful route to consumer understanding.

“What AMC is allowing us to do is say, ‘Well, what happens over a year? And how much value is this [customer] acquisition actually having for me, because we know that...

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