Customer Analytics

Customer Analytics is now a historical reporting feature. On 12 February 2026 Amazon stopped supplying buyer identifiers through SP-API, and without a unique identifier the product can no longer track repeat customers, cross-sell patterns, customer segmentation or per-buyer statistics for new orders. Everything already collected stays available until the end of 2026, and the dashboard says the same thing in a notice on the Customers screen. What still works is the historical record. Buyers are grouped into tiers you configure, with thresholds by order count, units, profit or revenue, applied per marketplace. For each buyer token you get order count, units ordered, returned items, cross-sold products, first and last order date, and a watchlist flag with reasons. The repeating versus one-time split shows how much of your past revenue came from returning buyers rather than first-timers, and the cross-sell analyser shows which products were bought together. Buyer identifiers are Amazon relay addresses, not personal email. We would rather tell you this feature is winding down than keep selling it as current. For understanding where your customers are rather than who they were, the Geo Dashboard is the successor and is built on order data Amazon still provides.