Amazon Prime Day yields valuable customer data beyond simple sales metrics. Vice President Chris Ventry spoke with Retail TouchPoints about the wealth of information generated and how the shopping holiday can help other retailers prepare for the second half of the year.

He explains the wealth of valuable data beyond the scope of sales stating, “Highlights include customer navigation through search, brands of the moment and items desired. It is not simply measured through conversion, but also through navigation. For example, [shoppers] not adding a searched-for product can provide Amazon with data on price points, promotion testing, substitution potential, upsell — and more likely ‘down-sell’ — to potentially higher-margin Amazon private branded products.”

Read the full article here.

Chris Ventry serves as a Vice President in the Retail & Consumer Packaged Goods practice at SSA & Company