Like any other store, Amazon uses store data, including information (i) provided to it by sellers, (ii) provided to it by consumers, (iii) that has been aggregated and (iv) about its own offers to enable sellers to offer their products to consumers and improve the Amazon store for both sellers and consumers. Sellers have access to information about their activities on Amazon’s stores, and to certain aggregated information through tools provided by Amazon.
By way of example, Amazon publishes a wealth of information in its stores that is visible to both customers and sellers. This includes offer prices, product descriptions and ratings, customer reviews, and the relative popularity of every product sold in our stores. We also publish product rankings, bestseller lists, and user reviews in our stores. Seller reviews and ratings are available publicly on the seller's storefront.
We also make numerous tools available to enable you to access data specific to your sales in our stores as well as aggregated data relating generally to opportunities to increase your sales in our stores. Seller Central offers access to numerous materials, customizable reports, and tools that enable you to track the performance of your products in the Amazon stores, including through detailed data on your listings, orders, sales, and ratings. You can access business insights and aggregated data via tools like Business Reports, the recommendations displayed on the Seller Central home page, and Amazon Brand Analytics. The recommendations displayed on the Seller Central home page alert you to opportunities to help you to optimize sales through pricing changes, avoid stock shortages, and take other actions to expand the size and success of your business. In addition to using aggregated data to power the recommendations and analytics offered to sellers, we use such data as an input into our fraud detection models that help protect customers and sellers. We also use aggregated data to identify categories and products with high customer demand over a given time period, to operate and understand the health of our business, to develop new tools and services for customers and sellers, and to otherwise make strategic decisions about where to invest resources. Sellers can also opt to receive supplementary reporting from additional services. For example, Amazon Brand Analytics provides data about the top products that customers bought when they buy a seller’s products.
Sellers can also use Amazon’s Marketplace Web Services (“MWS”) service. MWS is a set of APIs that enables you to engage third parties to develop a host of software solutions and applications that you and your third-party service providers use to improve your sales in Amazon's stores, e.g., applications to help manage inventory, orders, downloadable reports, inbound and outbound shipping, and pricing.
As described in our Privacy Notice, we share information with Amazon.com, Inc. and the subsidiaries that Amazon.com, Inc. controls that are either subject to our Privacy Notice or follow practices at least as protective as those described in our Privacy Notice. We also share information with third party service providers. For example, we use third party service providers to fulfil orders for products or services, and to deliver packages. A seller receives access to a consumer's personal data insofar as this is necessary for the seller to fulfil a customer order itself. We recognize that sellers trust Amazon with information about their businesses. We are not in the business of selling personal information to others, and we use data about individual sellers only to support them or enhance or protect our customers’ experience. Amazon retains such information even after a seller stops selling in our stores. You can find more details regarding how long we retain personal information in our Privacy Notice.