Up until now, as an Amazon seller you have an added benefit in that you can obtain buyer data, which is easily accessed in your Seller Central account. Buyer data is important because it shows you a list of customers who have already bought your product, giving you a representation of your general demographic. If you have an existing list of past customers, you can take advantage of this to boost your marketing efforts and increase your visibility.
However, Amazon recently announced that they are removing Customer List downloads starting on April 8, 2021. This means that Amazon sellers will no longer be able to download buyer data. This presents a big change and perhaps a challenge to some, as these lists are often used by Amazon sellers to retarget customers and create Lookalike Audiences on Facebook, where they can market their brands and bring in new customers. That being said, you can still download these lists up until the April 8 deadline.
How Do I Download the Customer List Report?
Here we’ll show you the simple steps of how to download Customer Lists:
- Go to “Reports” in your Amazon Seller Central account
- Click on “Fulfillment”
- Click on “Amazon Fulfilled Shipments”
- Input the date range (maximum of 30 days at a time)
- Click on “Request Download”
Keep in mind that you are only able to download customer lists for 30 days at a time.
Create Custom Audiences and Retarget Ads on Facebook
With a custom audience on Facebook, you can extend your customer reach and target ads to better leads. To do this, once you’ve downloaded your Customer List from Amazon, open the Excel file and clean up the columns. You will only need five columns total, and you are provided with four on the Customer List: Name, City, State, and Zip Code. Facebook requires that the first and last name be separate, so you will need to split the ‘Name’ column manually. Alternatively, you could create an Excel formula to divide the column for you. After you have the five columns, go to Facebook’s Audience Manager.
Follow the steps below on how to create a custom audience on Facebook:
- Go to your Audiences, then click “Create Audience”
- Select “Custom Audience”
- Choose the “Customer File” option
- Import your customer data to create a new Custom Audience
- Upload your customer file
You can segment these customer lists to target or isolate a specific set of buyers. Creating a Lookalike Audience from these lists can also boost the visibility of your ads. Facebook can search for and find users with similar interests and purchasing habits to the buyers you have segmented in your list. Because of this, you will be able to easily promote products with deals or special offers on Facebook. You can also amp up traffic to your website, advertise promotions and ask people to sign up for your mailing list. Watch as your business grows, with increased clicks and more brand awareness, for a lower cost.
Make sure to download your Amazon Customer List now, before the feature is removed completely. Take advantage of the list while you can, and expand your customer base with Custom Audiences and targeted ads on Facebook.