Question: A skincare brand selling in the Amazon store wants to improve customer retention and product satisfaction. Which metrics should they monitor to inform their strategy?
- Site traffic volume and new-to-brand percentage
- Repeat purchase rate and review count
- ROAS and product discovery rates
Explanation
Repeat purchase rate helps measure whether customers return after an initial purchase. Review count helps indicate post-purchase engagement and can support understanding of product satisfaction. These metrics align with loyalty because they focus on retention and customer experience after purchase. They are more useful for improving long-term relationships than acquisition or discovery metrics.
Why the other options are incorrect
Site traffic/new-to-brand focuses on acquisition and discovery, not retention or product satisfaction.
ROAS/product discovery focuses on sales efficiency and awareness, not repeat behavior or customer feedback.
Source for verification
https://advertising.amazon.com/library/guides/customer-journey
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Ads Foundations Certification" page.