On Wednesday, June 29, Amazon announced the launch of its new Store Analytics service. The e-commerce giant is now looking to capitalize on its physical stores by offering brands data on what consumers purchase. 

Amazon's Store Analytics Service

Amazon announced the launch of its new Store Analytics service in a blog post.

The company said that the new feature would give brands a dashboard of detailed but anonymous data that will show them how consumers discover their products, how their considered, and how often they are purchased.

The feature will include data from a total of 50 Amazon Fresh and Amazon Go stores across the United States that use its contactless technology Just Walk Out and Dash Cart, according to TechCrunch. 

Also, the company will offer advertisers a well-outlined performance metrics that will show how effective their promos and digital signage are at connecting with consumers and how convincing they are in enticing people to purchase their products. 

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Amazon added that the data-drive Store Analytics insights allow brands to understand the path to purchase for their products, helping them to evolve and refine their assortment, merchandising, and advertising, according to GeekWire. 

The launch of the Store Analytics came a week after Amazon Vice President of Physical Retail and Technology Dilip Kumar outlined the e-commerce giant's decade-long investment.

The outline includes its suite of shopping tools that are aimed at removing friction, as well as plans to simplify the digital systems to more locations and stores. 

Privacy and Opt-Outs of Store Analytics

Despite the interest of brands and retailers in the new Amazon technology, some customers may not want to be included in the Store Analytics data. 

To that point, the e-commerce giant is going to great lengths to make sure that the personal data of consumers are not included in any of their reports and that everything is anonymized and reported as averages and percentages. 

The data will not reveal any names or other sensitive information. 

In the blog post, Amazon said that the company does not want to share anything that can be traced back to a customer. Hence, the tool only offers totals, averages, and percentages about the product, the brand's ad campaign performance, and the promotions. 

Amazon pointed out that the percentage will include the number of times a product is taken off the shelf and purchased by customers. 

Those who do not want to be involved in the data can use the opt-out function. 

First Clothing Store

Amazon's Store Analytics tool was launched just in time when the e-commerce giant announced that it is currently hiring for Amazon Style, its very own clothing store in Easton Town Center, Ohio. 

According to NBC, the store will open in late 2022, and it will be the second Amazon Style store in the country, with the first store opened in Los Angeles. 

Amazon Style was designed for customers to enjoy a personalized shopping experience using the Amazon Shopping app.

Customers wills can use the QR code of an item to see its colors, sizes, and its customer ratings. 

Customers can add items to a fitting room or send them directly to the pickup counter.

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Written by Sophie Webster