When it comes to doing Amazon marketing, one of the most critical pieces of the puzzle, if not the most important, is full awareness of your customer info.
If you use Amazon to fulfill your orders then knowing your customers–being able to find any and all information on them rapidly–becomes paramount for any understanding of not only what they might want to buy in future purchases, but for customer service and many other aspects of your business, all the way up to and including your marketing efforts.