Gathering Zero-Party Data Using Amazon Brand Tools

Many brands think of data as information they collect and analyze behind closed doors and for marketing purposes. However, Zero-Party Data is a different concept. This is information customers share with your brand. On Amazon, utilizing your Brand Engagement tools can help collect and make use of this data effectively.

I have witnessed smaller brands experience meteoric audience growth through the use of data, precisely through customer feedback, as opposed to using marketing intuition. Brand Follow to post purchase touchpoints offers plenty of opportunities to collect this data, and provide offers of equal value to customers, without being annoying.

Definition of Zero-Party Data

Zero-Party Data is information customers provide a brand on their own. This data is different from first or third party data, as it is given and not taken. Customers provide this data through actions such as brand follows, or completing a preference survey.

This data is extremely useful as it outlines the customer’s needs, hitting the mark on targeted demand, and subsequently improving marketing ROI.

Tools for Brand Engagement on Amazon

Brand Follow

Brand Follow allows customers to opt in to receive communications and updates from your brand. This type of engagement is a brand to customer communication, as opposed to a brand to customer notification. This is a direct communication from customers to your brand. Each customer follow represents an active interest in your brand.

I have observed that specific brands see their repeat engagement rate increase after incorporating “Follow Us” features into their product page. This is a subtle yet effective means to gather information about the profile of the customer.

Amazon offers information on shoppers who have shown some interest in your brand. This includes the category or categories they have shown interest in, their purchased items, and their engagement level. This information allows you to create different audience segments and customize your offerings with less guesswork.  

A good scenario is when a customer keeps buying some office supplies. You can tailor your offers to include some office supplies add-ons, for instance, desk organizers, or even bundles that include different stationery items.

Follow-up emails, surveys, and review requests help you understand what customers liked, what they expect next, their preferred methods of communication, and other things that post-purchase exchanges can tell you about the customer.

I have seen a brand increase their repeat orders by a margin of 30%, and all they did was ask the customers about the kind of product updates they would want to see next. This effort resulted in a significant 30% increase in repeat orders.

Zero party data usage is all about controlled audience building. This list can include:

Email Lists: You can make use of customer emails to carry out personalized marketing.

Brand Communities: Customers can be invited to exclusive groups, or content delivery channels. 

Loyalty Programs: Customers can be rewarded for sharing their preferences with you or doing things like following your brand.Proprietary channels allow for freedom from advertising platforms and enable sustained communication.

Advantages of Zero-Party Data

Precise Targeting: You have a clear understanding of your customers’ needs.

Enhanced Customer Experience: Happier customers result from tailored engagement.

Less Wasted Advertising: Marketing dollars are spent on appropriate advertising.

Improved Customer Relationships: You lose customers if their preferences are ignored, and they will disengage.

It is remarkable how something as simple as sending a survey after delivery can gain insights that have a tremendous influence on your advertising strategy.

Guiding Principles on Using Amazon Zero-Party Data

Ask for preferences just after purchase or at the time of opt-in.

Do not make requests too extensive and time-consuming, as customers are not likely to complete long forms. 

Let customers know how their information will be used and be open about it.

To gain a complete understanding, use Brand Follow, profile insights, and feedback from the first purchase to be combined.

Engagement strategy adaption is a must as new insights come in.

FAQ

What is zero-party data?  

It is the data that customers share directly and voluntarily to a business about their relations, such as preferences and survey responses.

How does Amazon assist in the collection of zero-party data?  

It has tools such as Brand Follow, customer insights, and post-purchase interactions to gather data that consumers voluntarily offer.

Can a small-sized brand utilize zero-party data in a productive way?  

Certainly, even smaller-sized brands can create and maintain email distribution lists and loyalty programs, alongside engagement channels, at a low cost.

Why is zero-party data better than first-party data?

 It’s more accurate because customers voluntarily give it rather than data being guessed based on their actions.

 What are post-purchase touchpoints?

These accounts are sent after purchase emails, surveys, or feedback requests to collect preferences and opinions.

How do you use Brand Follow for engagement?

Encourage customers to follow your brand on product pages to get updates and express interest. 

 Can zero-party data improve marketing ROI?

 Absolutely, targeted offers based on particular preferences leads to less spend and more conversions. 

Is customer consent required? 

Of course, being transparent about your data use is a must.

How often should brands collect zero-party data?

 As often as it is logical to do so.  after purchase, during promotional periods, or through preference surveys. 

What types of products benefit most? 

All types benefit, but products with repeat purchases or variants like apparel, supplements, or electronics see the most improvement. 

 Can you combine zero-party data with other data types?

 Yes, first-party or behavioral data are good to combine for better personalization.

How do you build an owned audience channel? 

 Use emails, loyalty programs, and communities to engage customers without having to use ad platforms.

Are there risks associated with zero-party data?

 Risks are minimal if redacted within transparency and with secure data handling. 

 How does it affect customer loyalty?

 Consumers feel appreciated when brands respond effectively to their input. This appreciation fosters loyalty and overall repeat spending. 

Can zero-party data enable international sales?

 Yes. However, caution is encouraged in relation to data privacy legislation that applies in specific geographic regions.