Amazon Insights Program

In the ever-evolving world of e-commerce, staying ahead of the curve is a key factor in achieving success as an Amazon seller. To help sellers make data-driven decisions and enhance their understanding of the platform's vast and dynamic marketplace, Amazon offers a valuable resource known as the "Amazon Insights Program.” Very few sellers know that there is a way to get this vital information. In the summer of 2018, Amazon introduced the Amazon Insights program. The program enables sellers to ask questions directly to buyers to gain critical consumer insights.

What is the Amazon Insights Program?

The Amazon Insights Program is a specialized initiative that provides Amazon sellers with access to a wealth of data and analytics. This program aims to offer sellers a deeper understanding of their customers, products, and the competitive landscape. By leveraging this information, sellers can make more informed decisions to boost sales, optimize their product listings, and stay competitive in the ever-growing Amazon ecosystem.

Amazon offers three pre-made questions to ask consumers, based on purchase behavior, product awareness, and product opinion. Alternatively, you can customize your questions to get exactly the information you want. All surveys include one question with multiple options for answers. A respondent can only choose one of the available options as their response.

Keep in mind that you also have to provide possible answers to each question. Be careful while crafting the answers. Respondents should never be in a position where they are torn between one answer or the other. Clear choices will give you more accurate results and is a win-win for everyone involved.

Once you’ve decided on the question, you can pick any number of the following groups as your survey target:

  • Customers who have already bought your products on Amazon
  • Users who viewed your product listing on Amazon
  • Users who viewed your product listing, but did not make a purchase
  • Customers who bought a similar product in the same category as your product

Amazon insights can be used to gather feedback about existing or unreleased products also.

After you’ve submitted your request Amazon will get back to you in a few days with the details about pricing. The final price will depend on the number of people surveyed and the complexity of the data collection process. Once your campaign comes to an end, Amazon will send you a detailed report with the results. This includes the number and percentage of respondents who chose each answer.

Key Features of Amazon Insights Program

Data-Driven Decision Making

  • The program equips sellers with valuable data on customer behavior, sales trends, and product performance. This data can be pivotal in tailoring product listings, marketing strategies, and inventory management.

Competitor Analysis

  • The Insights Program allows sellers to assess the performance of their competitors. By analyzing the strategies that work for top-performing competitors, sellers can refine their own approaches.

Keyword Insights

  • Sellers gain access to keyword data, which is invaluable for optimizing product listings. Understanding which keywords are driving traffic and conversions can help sellers fine-tune their content.

Customer Insights

  • The program provides a window into customer preferences and behavior. Sellers can uncover valuable information about their target audience, such as demographics, location, and purchasing habits.

Product Insights

  • With the ability to track product performance, sellers can make data-driven decisions regarding their product portfolios. This includes assessing which products are thriving and which might need adjustments.

Benefits of Amazon Insights Program

Enhanced Decision-Making

  • The program provides sellers with actionable insights that can inform their decisions, whether it's optimizing product listings, marketing strategies, or inventory management.

Competitive Edge

  • By analyzing competitor data, sellers can identify successful strategies and apply them to their own business, gaining a competitive edge.

Improved Customer Understanding

  • Understanding customer behavior and preferences helps sellers tailor their offerings to meet customer needs, ultimately driving more sales.

Keyword Optimization

  • Access to keyword insights enables sellers to refine their product listings, making them more discoverable to potential customers.

Product Portfolio Management

  • With product performance data, sellers can make informed decisions about their product lineup, optimizing their offerings for maximum profitability.

Challenges of Amazon Insights Program

While the Amazon Insights Program offers valuable data and analytics, it's essential for sellers to be aware of potential challenges:

Data Overload

  • The sheer volume of data can be overwhelming. Sellers need to develop the skills to filter through the information to find actionable insights.

Learning Curve

  • Navigating and interpreting the data may require a learning curve. Sellers may need time to become proficient in using the tools effectively.

Competitive Landscape

  • As more sellers gain access to the program, competition on the platform can intensify. It's crucial to stay agile and adapt to changing market dynamics.


The Amazon Insights Program is a powerful tool for Amazon sellers looking to thrive in a competitive e-commerce landscape. By providing data-driven insights on customer behavior, product performance, and competitor analysis, this program equips sellers with the knowledge needed to make informed decisions and stay ahead of the curve. However, it's important for sellers to embrace the learning curve and effectively manage the wealth of data provided by the program. With the right approach, sellers can unlock the door to success on one of the world's largest online marketplaces.