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Amazon said yesterday that it is launching a new retail analytics service that is designed to "offer brands insights about the performance of their products, promotions and ad campaigns. The new service, Store Analytics, gives brands anonymized insights about their products in Amazon Go and Amazon Fresh stores in the United States that use Just Walk Out and Dash Cart technologies."  TechCrunch notes that "Amazon stressed that the data that is collected is aggregated and anonymized, and doesn’t contain any personal information. The company says it doesn’t share anything that can be linked back to individual shoppers. The data that’s shared only includes totals, averages and percentages about product, promotion and ad campaign performance. For example, Amazon will share the percentage of how often a brand’s product was taken off the shelf and then purchased either during that store visit or later on Amazon.com."

Consumers also will be able to opt out of the service if they wish on Amazon's Store Analytics website.

The goal of the service is to help CPG brands “evolve and refine their assortment, merchandising, and advertising over time," Amazon says.

Bloomberg writes that "if brands find the data useful, the initiative could help Amazon recoup the massive costs associated with developing and operating the technology. People working on the project, and at rival companies building cashierless systems, have long speculated that data on what items people consider, and how shoppers navigate stores, could be lucrative. Retail analysts tend to consider cashierless shopping a technological marvel but not yet a widespread commercial hit."

However, "Amazon didn’t include pricing details, and a company spokesperson declined to share them."