How to Use Amazon Brand Metrics in 2024


As an Amazon seller, understanding how your brand performs throughout the customer journey is vital for success.

However, until recently, measuring this data was a big challenge.

But now, with the newly launched “Amazon Brand Metrics,” you can see how shoppers interact with your brand, from initial awareness to purchase and beyond.

In this blog, we will cover what Brand Metrics are, how they can benefit your business, and how to leverage them for optimal results.

What are Amazon Brand Metrics?

Brand Metrics is a set of tools that give you a complete picture of how well your brand is doing on Amazon. It helps you understand your brand’s performance at every step of the customer journey. On top of that, it goes beyond just ad-attributed engagements, giving insights into all interactions with your brand, including organic search results, product detail pages, branded searches, and more.

Why Should You Care About Brand Metrics?

In a nutshell, Brand Metrics empower you to:

  • Optimize Advertising Campaigns: Tailor your advertising campaigns to not only draw in new customers but also ensure the loyalty of existing ones.

  • Measure Brand Awareness: Track how effectively your brand messaging resonates with the target audience.

  • Identify Growth Opportunities: Benchmark your performance against category medians and top brands to identify areas for improvement.

  • Make Data-Driven Decisions: Instead of relying on guesswork or intuition, Brand Metrics provide concrete data and customer insights to inform your marketing strategies.

What Brand Metrics Are Available?

Amazon Brand Metrics provides metrics that help you understand how well your brand is performing throughout the customer journey. Here are some key metrics available in the report:

  1. Shopper engagement rate: This measures the percentage of shoppers who have interacted with your brand or made a purchase within a specific category, divided by the total number of shoppers who have shown interest in that category by viewing more than one product detail page. Interactions include viewing your product detail page, searching for your brand and viewing its detail page, adding items to the cart, or making a purchase.
  2. Customer Conversion Rate: This calculates the percentage of customers who make a purchase after interacting with your brand during the consideration stage within a set timeframe. Consideration involves actions like viewing your product detail page, searching for your brand and viewing its detail page, or adding items to the cart.
  3. % New-to-brand customers: This new-to-brand metrics indicates the percentage of customers who have bought products from your brand for the first time within the past year. It helps assess your success in acquiring new-to-brand sales.
  4. Return on Engagement: ROE measures the average spending on Amazon by customers who take specific actions within a selected category. Amazon tracks customer interactions with your brand over the past 12 months, categorizing them based on their level of engagement: awareness, consideration, or purchase.
  5. Branded Searches Only: This shows how many customers specifically searched for your brand rather than using generic terms. You can compare this with category averages and top performers to gauge brand recognition.
  6. Viewed Detail Page Only: This metric counts how many times customers viewed your product detail page without proceeding further. Comparing this with category averages and top performers helps assess the effectiveness of your product pages in converting viewers into buyers.
  7. Add to Carts: This measures how many customers added your product to their shopping cart. It allows you to evaluate if your product is competitive in converting viewers into buyers, by comparing it with category averages and top performers.
  8. Top 10% and Subscribe & Save customers: These are either the top 10% of sales contributors for your brand or customers who have opted for the Subscribe and Save option. Comparing their value with regular brand customers helps determine if investing in loyalty campaigns is worthwhile. Additionally, evaluating your performance against peers can provide insights into driving repeat purchases and sales over a 12-month period.

How to Access Brand Metrics Report?

Brand Metrics is currently in beta and accessible through the Amazon Seller/Vendor Central Advertising Console. To qualify, you’ll need at least a month of sales history and around 20 orders per month within a specific category.

If you meet the criteria, open your advertising console, go to the “Insights and planning” sidebar menu, and select brand metrics.

Now, you can choose your brand, relevant category, and the date range for which you want to see the data.

Amazon will then show you the number of shoppers you had at all three stages of the buying funnel:

  1. Awareness: The number of shoppers who searched for your brand but didn’t engage with it.

  2. Consideration: The number of shoppers who visited your detail page directly or after searching for your brand, or those who added your items to their cart but didn’t buy.

  3. Purchased: The number of shoppers who bought from your brand or those with Subscribe & Save subscriptions.

You’ll be able to also see how the total shoppers in the different stages of the shopping funnel have changed month over month in your category. This helps you understand whether you’re performing well or if you need to adjust your strategy.

How to Use Brand Metrics Insights?

1. Awareness Funnel

amazon brand metrics awareness funnel (1)

This funnel represents potential customers who have searched for your brand but haven’t interacted with or bought from it within the specified time frame and category.

These customers might be exploring your brand in a different category than the one chosen for the report, or they could be considering other brands and products. Increasing engagement from these brand searches can lead to better returns on engagement.

Advertising Strategies:

  • Launch a Sponsored Brands campaign and bid for top placement in searches related to your brand.

  • Start a Sponsored Display campaign targeting relevant products to reach potential customers browsing outside your category.

  • Utilize Sponsored Display campaigns targeting predefined Amazon audiences based on Lifestyle and Interests to enhance brand visibility and connect with relevant shoppers to drive new-to-brand orders.

Improving Shopping Experience:

  • Take advantage of Amazon Posts to share your brand content at no cost and with flexibility.

Optimizing Product Listings:

  • Review and refine your product headlines and descriptions to ensure they effectively inform customers about your product during their shopping journey.

2. Consideration Funnel

amazon brand metrics consideration funnel (1)

Shoppers at the consideration stage fall into three main engagement categories:

  1. Those who simply view your product detail page.

  2. Those who search for your brand and then visit your product detail page.

  3. Those who add an item from your brand to their cart.

Analyzing the return on engagement for each group reveals varying levels of effectiveness. Typically, the return on engagement improves as customers transition from merely viewing product details to actively searching for the brand.

Similarly, when customers with brand intent progress from viewing the detail page to adding items to their cart, the return on engagement tends to increase. This trend occurs because both groups are moving closer to making a purchase, increasing the likelihood of generating sales within the next 12 months.

Advertising Strategies:

  • Utilize Sponsored Brands campaigns to showcase your ad prominently at the top of search results.

  • Implement Sponsored Products campaigns to highlight key brand products within search results.

  • Employ Sponsored Display campaigns and leverage Amazon Audiences to target your specific product or similar items.

  • Consider a combination of Sponsored Products and Display ads to target your own product across platforms.

Improving Shopping Experience:

  • Establish a Store for your brand. This process is free and requires no design expertise. Utilize pre-designed templates to create a Store that aligns with your brand and showcases your best-selling products.

  • Leverage Posts as a free method to share your brand content on Amazon.

Optimizing Product Listings:

  • Develop A+ content on your detail pages to effectively convey your brand story.

  • Incorporate product videos on your detail page to provide more engaging content.

  • Implement price promotions strategically to clear excess inventory or boost sales during slower periods. Offering discounts on underperforming products can incentivize customers to purchase them, freeing up space for new inventory.

3. Purchase Funnel

amazon brand metrics purchase funnel (1)

Shoppers at the purchase funnel can be split into two groups:

  1. Customers purchasing from your brand.

  2. Customers who drive the top 10% of sales or customers who have chosen Subscribe & Save from your brand.

Advertising Strategies:

  • Launch Sponsored Brands and Sponsored Products campaigns, bidding for top search positions on branded terms.

  • Utilize Sponsored Display campaigns with product targeting to promote or cross-sell products to audiences actively browsing your offerings.

  • Use Sponsored Display campaigns with views remarketing to reengage with potential customers who have viewed your product details but haven’t made a purchase in the last 30 days.

Shopping Experience Strategies:

  • Establish a Store for your brand, utilizing predesigned templates to showcase your best-selling products without needing design expertise.

  • Leverage Posts as a free method to share your brand content on Amazon.

Product Listing Optimizations:

  • Ensure your products are consistently in stock and ready for shipping.

  • Implement Subscribe & Save to facilitate repeat purchases for customers.

  • Establish a Store for your brand, utilizing predesigned templates to showcase your best-selling products without needing design expertise.

  • Leverage Posts as a free method to share your brand content on Amazon.

Final Thoughts on Brand Metrics Report

In conclusion, Amazon’s brand metrics report equips you with the tools to make a data-driven assessment of your brand’s performance within its category. By analyzing your competitive positioning and uncovering areas for improvement, you can refine your strategies for customer acquisition and engagement.

Diving deeper into new-to-brand data and understanding customer behavior provides invaluable insights into how potential customers perceive your brand. This knowledge empowers you to tailor your approach, ensuring you effectively reach your target audience and nurture relationships with those who are considered new to brand.

By leveraging these metrics, you can optimize your strategies to attract new customers, engage existing ones, and ultimately build brand loyalty.

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