The Power of Voice of Customer Analysis for Amazon: Key Strategies to Follow

by | Sep 26, 2023 | Voice of Customer Analysis

In the era of digital transformation, customer-centricity has become the cornerstone of business success. Understanding and harnessing the power of Voice of Customer (VoC) analysis steps has emerged as a critical tool for companies to gain a competitive edge in the market. With its unparalleled dominance in the e-commerce world, Amazon stands at an advantageous position to leverage this invaluable resource for further growth. 

In this blog, we will explore the key steps that Amazon can follow to effectively utilize VoC analysis and enhance its customer experience.

A Quick Overview of Voice of Customer Analysis

voice of customer analysis steps

As one of the largest e-commerce companies, Amazon greatly benefits from voice of customer (VoC) analysis. By constantly listening to and analyzing feedback from its hundreds of millions of customers, Amazon gains crucial insights to create the best possible customer experience.

So why is the ‘voice of the customer’ important on Amazon? VoC analysis allows Amazon to truly understand customer needs, frustrations, and desires. These insights directly inform Amazon’s customer-obsessed approach to developing products, improving services, and innovating new offerings. As a result, Amazon maintains an industry-leading level of customer satisfaction and loyalty.

Strategic Approaches for VoC Analysis

Amazon employs a robust, metrics-driven VoC program to capture insights across its massive customer base:

Step 1: Identifying the Target Audience

Identifying the target audience is of utmost importance for Amazon due to its vast customer base and diverse needs. Taking a one-size-fits-all approach would not be effective in catering to the unique requirements and priorities of different customer groups. Therefore, precise identification of key cohorts through Voice of Customer (VoC) analysis becomes crucial.

Understanding Customer Needs and Priorities: By identifying the target audience, Amazon can gain a deep understanding of the diverse needs and priorities of different customer groups. This segmentation allows them to tailor their products, services, and customer experience to meet the specific requirements of each cohort.

Importance of Identifying the Target Audience

Understanding the target audience is of utmost importance for Amazon due to its vast customer base and diverse needs. With hundreds of millions of diverse customers, Amazon cannot take a one-size-fits-all approach. Different groups have unique needs and priorities that Voice of Customer (VoC) analysis must uncover. Precisely identifying key cohorts becomes crucial for the following reasons:

1. Tailoring Products and Services – By identifying the target audience, Amazon can gain a deep understanding of the diverse needs and priorities of different customer groups. This segmentation allows them to tailor their products and services to meet the specific requirements of each cohort. For example, they can offer specialized categories like electronics, books, or fashion to cater to different customer interests.

2. Personalized Marketing Campaigns –  Knowing the target audience enables Amazon to create personalized marketing campaigns and communication strategies. By understanding the preferences, behaviors, and demographics of different customer segments, Amazon can deliver targeted messages that resonate with each group. This increases the effectiveness of their marketing efforts and improves customer engagement.

3. Maximizing Customer Lifetime Value – Identifying the target audience helps Amazon maximize customer lifetime value. By focusing on high-lifetime-value cohorts, such as Prime members or Alexa device owners, Amazon can allocate resources more efficiently and provide tailored experiences that enhance customer loyalty and encourage repeat purchases. This leads to increased revenue and profitability for the company.

4. Product Development and Innovation – Understanding the target audience enables Amazon to gather valuable insights for product development and innovation. By analyzing feedback from specific cohorts, Amazon can identify trends, preferences, and pain points that inform the creation of new products or improvements to existing ones. This targeted approach ensures that Amazon continues to meet the evolving needs of their customers and stay ahead in a competitive market.

5. Enhancing Customer Satisfaction –  By identifying the target audience, Amazon can better address customer needs and expectations. This leads to improved customer satisfaction as products, services, and experiences are designed specifically for each cohort. By delivering personalized solutions, Amazon can build stronger relationships with their customers and foster long-term loyalty. Satisfied customers are more likely to recommend Amazon to others, leading to increased customer acquisition and retention.

voice of customer analysis steps

Customer Segmentation at Amazon

Customer segmentation plays a crucial role in Amazon’s business strategy as it allows them to effectively target and cater to the diverse needs and preferences of their customers. Amazon leverages extensive data, including purchase history, demographics, service usage, and engagement metrics, to divide customers into various segments. Some of the key customer segments that Amazon focuses on include:

1. Prime members vs. non-Prime shoppers – Amazon’s Prime membership program is a significant driver of customer loyalty and revenue. By segmenting customers based on their Prime membership status, Amazon can tailor their offerings and promotions specifically for Prime members, providing them with exclusive benefits such as free shipping, access to streaming services, and special discounts. This segmentation helps Amazon maximize the value they provide to their most loyal customers.

2. Frequent vs. Occasional Purchasers –  Understanding the purchasing behavior of customers is essential for Amazon to optimize their marketing efforts and customer experience. By segmenting customers based on their purchase frequency, Amazon can identify those who make frequent purchases and target them with personalized recommendations, loyalty rewards, and targeted promotions. On the other hand, occasional purchasers may receive different incentives to encourage them to make more frequent purchases.

3. Mobile vs. Desktop Shoppers –  With the increasing popularity of mobile devices for online shopping, segmenting customers based on their preferred shopping platform is crucial for Amazon. By understanding whether customers primarily shop through mobile devices or desktop computers, Amazon can optimize their website and app experiences accordingly. This segmentation allows them to provide a seamless and user-friendly shopping experience across different platforms.

4. Age Demographics – Different age groups have distinct preferences and behaviors when it comes to online shopping. By segmenting customers based on age demographics, such as millennials, Gen X, or baby boomers, Amazon can tailor their product offerings, marketing messages, and user experiences to resonate with each group. This segmentation helps Amazon effectively target specific age cohorts with relevant products and promotions.

5. Purchase Categories and Brands – Amazon offers a wide range of products across various categories and brands. By segmenting customers based on their purchase history and preferences, Amazon can personalize product recommendations and promotions. For example, if a customer frequently purchases electronics, Amazon can target them with relevant deals and recommendations in that category. This segmentation allows Amazon to enhance customer satisfaction by providing a more personalized and curated shopping experience.

By leveraging these sophisticated customer segmentation strategies, Amazon can effectively target different customer groups with customized Voice of Customer (VoC) initiatives. This enables them to gather valuable insights, understand customer needs and preferences, and deliver personalized experiences that drive customer satisfaction, loyalty, and ultimately, business growth.

voice of customer analysis steps

Customizing VoC Efforts for Targeted Cohorts

To ensure representative data and gather valuable insights, Amazon customizes their Voice of Customer (VoC) efforts for targeted customer cohorts. This customization involves tailoring surveys, social listening activities, customer panels, and other VoC collection methods to specifically target different customer segments. Here’s how Amazon customizes their VoC efforts for targeted cohorts:

1. Customized Surveys – Amazon designs surveys that are specifically tailored to the characteristics and preferences of different customer segments. For example, they may create separate surveys for Prime members and non-Prime shoppers to understand their unique needs and expectations. These surveys may include questions that are relevant to each segment, such as asking Prime members about their satisfaction with exclusive benefits or non-Prime shoppers about their reasons for not subscribing to Prime. By customizing surveys, Amazon can gather insights that are specific to each cohort and better understand their distinct requirements.

2. Social Listening – Amazon actively monitors social media platforms and online communities to listen to customer conversations and gather feedback. By segmenting their social listening efforts, Amazon can focus on specific customer cohorts and gain insights into their opinions, preferences, and pain points. 

For instance, they may track social media discussions among millennials to understand their perceptions of Amazon’s fashion offerings or monitor conversations among baby boomers regarding their experiences with Amazon’s customer service. This segmentation allows Amazon to capture the voice of different customer groups and identify trends or issues that are specific to each cohort.

3. Customer Panels – Amazon may create customer panels consisting of representatives from different customer segments. These panels serve as a dedicated group of customers who provide ongoing feedback and insights on various aspects of Amazon’s products, services, and experiences. By selecting panel members from different cohorts, such as frequent purchasers, mobile shoppers, or specific age demographics, Amazon can ensure a diverse range of perspectives and opinions. This segmentation helps Amazon gain in-depth insights into the needs, preferences, and pain points of each targeted cohort.

4. Targeted Feedback Requests – Amazon may proactively request feedback from specific customer cohorts through targeted communication channels. 

For example, they may send personalized emails to Prime members, asking for their feedback on recent purchases or their experiences with Prime benefits. By directly reaching out to targeted cohorts, Amazon can encourage participation and gather insights that are relevant to each segment. This segmentation ensures that Amazon receives feedback from representative samples of their customer base and can make informed decisions based on the specific needs and expectations of different cohorts.

By customizing their VoC efforts for targeted cohorts, Amazon ensures that they capture the unique perspectives and requirements of different customer segments. This approach allows them to gather representative data, understand the specific needs of each cohort, and make data-driven decisions to enhance customer satisfaction and drive business growth.

voice of customer analysis steps

Ensuring Feedback Represents the Diverse Customer Ecosystem

To ensure that feedback represents the full spectrum of Amazon’s diverse customer ecosystem, the company goes beyond targeting specific cohorts with high lifetime value. Here’s how Amazon ensures that its Voice of Customer (VoC) efforts capture feedback from a wide range of customers:

1. Cohort Representation – While Amazon does target specific high-lifetime-value cohorts, they also recognize the importance of representing the entire customer ecosystem. They ensure that their VoC efforts cover a diverse range of cohorts, including different age groups, demographics, geographic locations, and purchasing behaviors. By including a variety of customer segments in their feedback collection, Amazon can gather insights that reflect the diverse needs and preferences of their entire customer base.

2. Sampling Techniques – Amazon employs various sampling techniques to ensure that feedback is representative of their customer ecosystem. They use random sampling methods to select participants for surveys, customer panels, and other VoC activities. This approach helps to minimize bias and ensures that feedback is collected from a broad cross-section of customers. By using statistically sound sampling techniques, Amazon can obtain a representative sample that accurately reflects the diversity within its customer base.

3. Inclusive Survey Design – When designing surveys, Amazon takes care to include questions that are relevant to different customer segments. They consider factors such as language preferences, cultural nuances, and specific needs or challenges faced by various cohorts. By designing inclusive surveys, Amazon encourages participation from customers across different backgrounds and ensures that their feedback is captured in a meaningful way.

4. Multilingual Support – To cater to its global customer base, Amazon provides multilingual support for their VoC efforts. They offer surveys and other feedback collection methods in multiple languages to accommodate customers who may prefer to provide feedback in their native language. This approach helps to overcome language barriers and ensures that customers from diverse linguistic backgrounds can participate in providing feedback.

5. Accessibility Considerations –  Amazon also takes accessibility into account when conducting VoC efforts. They ensure that their feedback collection methods are accessible to customers with disabilities or special needs. This may involve providing alternative formats for surveys, accommodating assistive technologies, or offering support for customers who require additional assistance. By considering accessibility, Amazon ensures that all customers, regardless of their abilities, have an equal opportunity to provide feedback and have their voices heard.

Step 2: Collecting Customer Feedback

To collect customer feedback, Amazon employs an omnichannel approach that captures Voice of Customer (VoC) data from various sources. 

Here’s an expansion on the methods Amazon uses to collect customer feedback:

1. Product Reviews and Ratings 

Amazon encourages customers to leave reviews and ratings for products they have purchased. These reviews provide valuable insights into the customer experience, product quality, and satisfaction levels. By analyzing the content and sentiment of these reviews, Amazon gains a deeper understanding of customer preferences, pain points, and areas for improvement.

2. Social Media Listening

Amazon actively monitors social media platforms to listen to customer conversations and gather feedback. By tracking mentions, hashtags, and discussions related to their products or services, Amazon can identify trends, sentiment, and emerging issues. Social media listening allows them to capture real-time feedback and address customer concerns promptly.

3. Surveys Sent to Purchase-Verified Reviewers

Amazon sends surveys to customers who have made verified purchases and left reviews. These surveys delve deeper into specific aspects of the customer experience, allowing Amazon to gather more detailed feedback. By targeting purchase-verified reviewers, Amazon ensures that the feedback collected is from customers who have firsthand experience with the product or service.

4. Feedback Elicited by Customer Service Bots

Amazon leverages its customer service bots, such as those integrated with Alexa devices, to elicit feedback from customers. These bots can proactively ask customers about their experience, satisfaction levels, or specific feedback related to a recent interaction or purchase. By integrating feedback collection into their customer service interactions, Amazon can capture immediate insights and address any issues in real time.

5. Seller Feedback on Its Marketplace Platform

In addition to collecting feedback from customers, Amazon also gathers feedback from sellers on its Marketplace platform. Sellers can provide insights into their experience with the platform, logistics, support, and overall satisfaction levels. This feedback helps Amazon understand the seller ecosystem better and make improvements to enhance the overall marketplace experience.

By utilizing this omnichannel approach, Amazon ensures that they capture a wide range of VoC insights. Each source of feedback provides unique perspectives and uncovers different aspects of the customer experience. By combining data from multiple channels, Amazon gains a comprehensive view of customer sentiment, preferences, and pain points. This holistic approach enables them to make data-driven decisions and continuously improve their products, services, and overall customer experience.

Step 3: Analyzing the Data

voice of customer analysis steps

In Step 3, which involves analyzing the collected customer feedback data, Amazon utilizes advanced analytics techniques to extract valuable insights. Here’s an expansion on how Amazon analyzes the data:

1. Natural Language Processing (NLP)

Amazon leverages natural language processing techniques to analyze the open-ended feedback provided by customers. NLP allows them to process and understand the text data at scale, extracting meaningful information from large volumes of reviews, comments, and survey responses. By applying NLP algorithms, Amazon can identify patterns, sentiments, and themes within the feedback.

2. Sentiment Analysis

 Through sentiment analysis, Amazon quantifies the sentiment expressed by customers towards their offerings. By analyzing the language used in reviews and other feedback sources, they can determine whether customers have positive, negative, or neutral sentiments. This analysis helps Amazon gauge customer satisfaction levels and identify areas that require improvement.

3. Correlation Analysis

Amazon performs correlation analysis to understand how different product aspects or features relate to customer satisfaction. By examining the relationship between specific attributes of a product or service and the corresponding customer feedback, they can identify which aspects have the most significant impact on customer satisfaction. This analysis helps Amazon prioritize areas for improvement or innovation.

4. Trend Identification

Analyzing customer feedback data allows Amazon to identify emerging trends in customer preferences and demands. By monitoring changes in sentiment, keywords, or topics over time, they can spot patterns that indicate evolving customer needs or market trends. This insight enables Amazon to adapt their offerings and stay ahead of the competition.

5. Innovation Opportunities

 The analysis of VoC data also helps Amazon identify potential areas for innovation. By understanding customer pain points, unmet needs, or suggestions for improvement, they can generate ideas for new products, features, or services that align with customer expectations. This proactive approach to innovation ensures that Amazon continues to meet evolving customer demands and stay at the forefront of the market.


voice of customer analysis steps

Step 4: Taking Action

In Step 4, which involves taking action based on the analysis of customer feedback data, Amazon ensures that the insights gained from VoC analysis are effectively implemented across its products, services, and overall business. Here’s an expansion on how Amazon takes action:

1. Product and Service Enhancements

Amazon uses the insights derived from customer feedback analysis to make improvements to its existing products and services. This could involve addressing specific pain points or suggestions highlighted by customers, enhancing product features based on correlation analysis, or incorporating innovative ideas identified through the analysis. By implementing these changes, Amazon aims to enhance customer satisfaction and loyalty.

2. Process Optimization 

In addition to product and service enhancements, Amazon also focuses on optimizing internal processes based on customer feedback insights. This could involve streamlining order fulfillment, improving customer support processes, or enhancing the overall shopping experience. By addressing operational inefficiencies or pain points identified through VoC analysis, Amazon aims to provide a seamless and satisfying experience for its customers.

3. Customer Communication and Engagement

Amazon recognizes the importance of effective communication with its customers. Based on the insights gained from VoC analysis, they refine their communication strategies to ensure that customers are well-informed about product updates, changes, or new offerings. This could involve personalized recommendations based on customer preferences or targeted marketing campaigns aligned with customer needs.

4. Continuous Improvement

Taking action based on customer feedback is not a one-time effort for Amazon; it is an ongoing process. They continuously monitor and analyze new feedback data to identify areas for further improvement. By regularly iterating and refining their products, services, and business processes based on customer insights, Amazon aims to stay responsive to changing customer expectations and maintain a competitive edge in the market.

5. Feedback Loop Closure

Amazon values closing the feedback loop with its customers. They actively communicate with customers to let them know how their feedback has been used to drive improvements or innovations. This helps build trust and loyalty among customers, as they see their voices being heard and their feedback making a tangible impact on Amazon’s offerings.

Introducing ProductScope’s Voice of Customer Analysis

In the competitive landscape of Amazon, truly understanding your customers is the key to outperforming the competition. ProductScope, an AI-driven platform, offers a unique solution in this domain. With our Review Analytics, you can run deep sentiment analysis on thousands of customer reviews, providing actionable insights in mere minutes. Our tool dives deep into customer demographics, helping businesses understand the ‘who’, ‘what’, ‘where’, and ‘why’ of their audience. This empowers businesses to tailor their strategies based on customer intent and demographics, ensuring effective conversions and a competitive edge. 

Moreover, our sentiment analysis tool identifies product strengths and weaknesses from the customer’s perspective, enabling businesses to strategize improvements and ensure customer satisfaction.


The power of Voice of Customer (VoC) analysis cannot be underestimated when it comes to Amazon’s success. By following key steps in this process, Amazon has been able to gather valuable insights from their customers and use this information to enhance their products, services, and overall customer experience.

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How Does Amazon Identify Target Audiences for Voc Analysis?

Amazon uses extensive customer data including purchase history, demographics, and engagement metrics to segment its hundreds of millions of customers into cohorts. This allows customized VoC efforts for each target group.

What Voc Channels Does Amazon Use Most?

Amazon collects VoC through product reviews, ratings, surveys, social media, customer service interactions, and seller feedback. This omnichannel approach provides comprehensive insights.

How Does Amazon Analyze Such Vast Amounts of Voc Data?

Amazon employs advanced analytics including natural language processing, statistical analysis, and predictive modeling to uncover trends and themes within massive amounts of unstructured feedback data.

How Does Amazon Turn Voc Insights Into Action?

Amazon has a deeply customer-focused culture that ensures VoC insights directly inform decisions around improving products, services, and experiences. VoC is ingrained in all parts of the company.

How Has Voc Contributed to Amazon’s Success?

VoC has allowed Amazon to constantly grow and refine its offerings based directly on customer needs and desires, driving innovation. This customer obsession fueled by VoC has been core to Amazon’s industry dominance.