Many Amazon sellers are curious about data ownership, especially with the introduction of the Buy with Prime program.
So here’s the question: does Amazon own the data that is generated by customers from the Buy with Prime orders? The answer is no.
That’s good for Amazon sellers who want access to this data for critical insights into their business. Also, if you’re wondering how Amazon protects customer data, the retailer utilizes their highest security standards to protect the Buy with Prime data that is generated on a brand/seller’s Direct to Consumer websites.
What Data Does Amazon Collect for Sellers?
So what data does Amazon collect that sellers can take advantage of? Here are four examples to give you an idea.
Order Information
Amazon uses the Buy with Prime order information to process payments, facilitate communication with customers about orders, fulfill customer orders, and provide returns and refunds when necessary. This information will also include product name, quantity ordered, and returns-related information.
Account Information
Amazon also stores the Seller Central account information provided by seller brands when setting up Buy with Prime accounts, this includes contact details for your account users, product descriptions, pricing information, product content, and inventory.
Inventory Information
Amazon uses Buy with Prime inventory and order information to plan for and improve fulfillment services for users of the Amazon Fulfillment Network, including Buy with Prime merchants, FBA sellers, and Amazon.
Shopper Information
Amazon provides participating partners of the Buy with Prime program the shopper information including name, email address, phone number, and shipping address. (Note: After the order and onward, brands and sellers can begin to create direct relationships with Prime customers via email marketing.)
Leverage Buy With Prime Data to Boost Long-Term Profits
As you can see, the Amazon customer data generated through Buy with Prime provides critical data for ecommerce sites looking to grow their businesses. By using Amazon’s “Sponsored Brands” advertising for Buy with Prime, brands and sellers have the opportunity to drive customers to discover other products and custom content on their own websites.
Buy with Prime enables brands/sellers to develop long-term relationships with Prime customers who can then be marketed to in a personalized manner using the data collected. This provides sellers with an exciting new opportunity to develop revenues and sales.
Want to learn more about how to grow your business using Buy with Prime and leveraging Amazon’s advertising platform? Check out our guide, “How Marketplace-Native Brands Can (and Should) Leverage Buy With Prime.”