Amazon has enhanced the Customer Journey Analytics dashboard (CJA), giving sellers and brands the ability to analyze the full customer journey at the ASIN level. Previously, Customer Journey Analytics insights were only available at the brand level, making it hard to understand which specific products were driving performance or holding back growth.
With this update, sellers can finally see how individual ASINs perform across each stage of the buying funnel, identify weak points, and take targeted action.
What’s new in this update?
ASIN-level insights: Break down performance for each product across key journey stages: awareness, consideration, intent, and purchase.
Funnel visibility: See exactly where customers are dropping off, whether it’s low awareness, weak conversion, or poor retention.
Search query integration: Link funnel stages directly to Search Query Performance (SQP) data to understand how customers discover and engage with your ASINs.
Why does this matter for sellers?
This update changes how you can diagnose performance. Instead of looking at overall brand health, you can now zoom into each ASIN and make data-backed decisions that directly improve sales, organic ranking on Amazon, and advertising performance.
Here’s how it helps:
Pinpoint growth opportunities: Identify which ASINs are gaining traction and double down on those that drive awareness or conversions.
Fix underperformers: Spot ASINs losing visibility or stalling at the intent stage and adjust listings, pricing, or ad targeting.
Impact on creative and content changes: Test new A+ content or images and see how they impact awareness and conversion at the product level.
Real-time clarity: Track changes in performance over time to spot momentum, declines, or seasonal trends faster.
How to apply these insights to grow sales?
Access in Brand Analytics: Look for the new ASIN-level filters to see performance by individual products.
Focus on funnel drop-offs: If awareness is low, optimize keywords and ad placements. If consideration is strong but intent is weak, improve product pages, images, and reviews.
Cross-check with Search Query Performance: Combine Customer Journey Analytics dashboard data with SQP reports to understand which keywords and campaigns are influencing the funnel.
Build smarter campaigns: Use ASIN-level insights to adjust ad budgets, target high-performing products, and improve ROI.
Monitor trends regularly: Set a weekly check-in to track changes, especially during product launches or promotional periods.
This update turns Customer Journey Analytics data from a brand health tracker into an ASIN-level optimization engine. Sellers can now understand precisely where each product wins or loses customers, refine their strategy at the product level, and make smarter decisions that lead to higher conversion and better ROI.
Want help using ASIN-level journey data to grow your sales? Our Amazon brand consultants can help you analyze funnel drop-offs, optimize product pages, and build data-driven ad strategies that boost performance.
