In today’s competitive Amazon marketplace, understanding your brand’s performance at every stage in the customer journey is essential. Amazon Advertising’s new Brand Metrics reporting provides impactful insights that track shopper interactions from initial brand awareness through consideration to final purchase compared to other brands in your category. These new tools let you see what competitors are doing and give you new insights into the market. The attribution of this data is unique compared to existing reporting. Reporting includes performance across products in your brand, regardless of the party offering the product. This provides brand owners and manufacturers who may not directly offer all SKUs in their catalog with unique insight into product and brand performance. Using these insights, brands can optimize ad campaigns, refine product listings, and build lasting customer relationships.
Amazon Ads Brand Metrics Overview
To navigate to Brand Metrics in your Amazon Advertising account, log in and navigate to Insights and Planning > Brand Metrics. If this navigation is not visible in your account, confirm that you have the correct user permissions to access the page and that the brand is enrolled in Amazon’s Brand Registry.
When you first navigate to the Brand Metrics page, you will be shown a dashboard that provides a consolidated chart view of the funnel performance metric, purchase consideration, and shoppers over time. At the top of the page, you can select between different brands tied to your brand registration, select a category or subcategory, and date range. The ability to segment data by category allows for unique insights into your brand's position in different product categories.
A tick box selection is available in the Funnel performance metrics table. The selection of one stage in funnel stages updates the other two tables on the page to report the total shoppers in that funnel stage and change the number of shoppers over time.
Amazon Ads Brand Metrics Detail View for Overall Category Metrics
The dashboard view is useful for high-level insights. More detailed and actionable information can be viewed by clicking “View detailed metrics for your brand in this category”. At the top of this page, you’ll see an Overall category metrics table that details how efficiently your brand is driving customers through the purchase funnel in the selected category. Information on new-to-brand customers and subscribe and save enrollment is also shown.
Amazon Ads Brand Metrics Detail View for Funnel Performance Metrics
Below the overall category metrics table is a detailed breakdown of funnel performance for the select category and brand. The funnel contains three stages that are typical in the traditional marketing funnel, Awareness, Consideration, and Purchase. For each stage, your brand is assigned a percentile which places your brand in comparison to other brands in the category. For example, a percentile of 83rd would indicate that in that stage of the funnel, you are outperforming 83% of other brands in the category.
The Awareness stage contains shoppers who included your brand name as a term in their search, and were shown a product in the search, but did not click through to one of your listings. Total brand searches are reported first. Note that this search volume includes customers who viewed but did not click on a listing and customers who converted to click.
The Consideration stage contains all shoppers who have navigated to your brand's product detail pages. Both brand-aware and non-brand-aware customers are included. Total and Brand Search detail page views are reported so that you can see what % of product detail page traffic is from branded searches compared to generic/non-brand aware searches. Also, customers who have added your brand's products to the cart, but haven’t checked out are reported.
The Purchased stage contains shoppers who have made it all the way through the funnel and converted to purchase your brand's products. Amazon breaks these converted customers into two groups “Top 10% Customers” and “All other brand customers”. Shoppers listed in the top 10% group have driven a significant amount (1% of Total Sales) for the brand. Comparing the “Top 10%” and “All other brand customers” shopper quantity will give you an idea if a smaller select group of loyal customers is driving a significant amount of your total sales or if your revenue is distributed evenly across all customers.
Actionable Steps For Improving Your Brand with Amazon Brand Metrics
These category and funnel performance insights provide actionable insights on which areas of your brand's marketing funnels are most effective and which could stand to be improved. Digging deeper and making a few correlations between reported metrics can provide some additional insights.
The category metrics table provides great insights into what % of the shoppers in the category are engaging with your brand and are found at some stage in the marketing funnel. This percentage can provide a measure of how much additional market share is available to be captured by your brand in the category. Conversion rate can indicate if there are issues with your pricing, fulfillment or product detail page merchandizing compared to other brands in the category. Subscribe and Save, and New-to-Brand percentages let you know how significant these customer groups are to your business and can help inform price promotion activity like SnS Discounts.
For additional insight, be sure to compare and contrast different categories in which your brand offers products to define areas of strength and weakness in your product strategy.
Brand Metrics Awareness Improvements
When reviewing the awareness stage keep in mind that this only contains customers who are searching for your brand but have not converted to click. It reports branded searches that you’ve failed to convert to click, not total branded searches. To get an idea of the total number of customers that are brand aware, add the “Brand searches only” metric in the Awareness stage to “Brand searches and detail page view” in the Consideration stage. Also, keep in mind that Brand search data is not specific to category and the amount reported is the sum across categories and products. Brand searches on Amazon are generally positive, but their interpretation varies across the marketing funnel. While increased brand searches indicate heightened awareness, a surge in shoppers at the awareness stage may signal a performance issue. If customers searching for your brand remain in the awareness phase rather than progressing to consideration or purchase, it suggests that your products aren't meeting their expectations. Essentially, a rise in awareness-stage shoppers could paradoxically indicate a decline in brand performance and customer satisfaction. Customers may fail to convert to click on branded search if competitors are offering a more compelling value to customers or if they are not shown the product they are looking for in the search results. To improve awareness on Amazon, increasing investment in Sponsored Brands, Sponsored Products and Sponsored Display advertising can make your brand become more top of mind for customers. Amazon Posts is also a great free marketing tool that can expand your brand's awareness.
Brand Metrics Consideration Improvements
When reviewing the consideration stage keep in mind that this only contains customers who have visited your product detail page or added to the cart, but have not converted to a purchase. Be sure to compare “Detail page view only” to “Brand searches and detail page views” to see how much of your listing traffic is coming from brand-aware customers compared to customers who are not aware of your brand. Looking at the “Add to Cart” value compared to “Total Shoppers” provides a picture of the rate at which customers view and navigate away from the page and the rate at which customers add to the cart but do not convert to purchase. Both are very close to the goal of purchase conversion and there are different tools available to target and convert both groups. In sponsored display advertising, page view retargeting can be used to serve additional ads to customers who viewed a page but did not convert to purchase.
Brand Metrics Purchase Improvements
When reviewing the purchase stage, comparing the “Top 10%” group to the “All other brand customers” group is a great way to identify if there are significant differences in the amount that certain customers are spending on products from your brand. If the “Top 10%” group has a high shopper count compared to “All other brand customers” that may signal an opportunity to further leverage the “Top 10% group” to market and sell additional products to them. This marketing can be done through Sponsored Display retargeting and through improving your cross-merchandizing on the product detail page.
Return on engagement is also displayed in the Funnel performance metrics. This takes the average $/revenue value of a shopper and translates the “shopper” count into a dollar value. This view is very useful when making decisions regarding advertising ROI requirements, price promotion, and other margin-related decisions.
Frequently Asked Questions on - Amazon Brand Metrics
What are the requirements to have access to Brand Metrics reporting in Amazon advertising?
Sellers who want access to brand metrics, need an active Seller or Vendor Central account and an active or pending trademark enrolled in Amazon Brand Registry.
How do I interpret a percentile?
A percentile indicates a position on a percentile curve. If a given metric has a percentile of 83rd, that means that the metric is higher or better than 83% of other individuals in the group
What is a marketing funnel?
A marketing funnel is a model that maps the customer journey from initial awareness of a product or service to the final purchase decision, often extending to post-purchase engagement. It’s visualized as a funnel because the number of potential customers typically narrows at each stage as prospects progress toward conversion.
What elements of Amazon influence brand awareness?
Advertising, unpaid marketing like Amazon Posts, and search ranking or SEO all influence customer awareness of your brand on Amazon.
What elements of Amazon influence consideration?
Advertising, price, availability, fulfillment, and product detail page merchandising all influence customer consideration on Amazon.
What elements of Amazon influence purchase conversion?
Price, Subscribe and Save discounts, stock availability, cart add promotions, and urgency or need or use all influence purchase conversion on Amazon.
Amazon Brand Metrics Conclusion
Amazon Brand Metrics provides sellers with a powerful lens to analyze their brand's performance across every stage of the customer journey – from initial awareness through consideration to final purchase. By offering category-specific insights into metrics like shopper engagement rates, new-to-brand customer acquisition, and return on engagement, this tool enables data-driven and straightforward action. The percentile benchmarks for performance against brands competing in the category provide accurate context and framing for your brand's performance. Goat Consulting helps our client develop an in-depth understanding of their brand position across categories and products, identify what action is most impactful, and where that action should be directed. If you're interested in better understanding your brand's position on Amazon.com reach out and start a conversation today.
About the Author - Eric Sutton
Eric is the Operations Manager of Goat Consulting and is thankful for the opportunity to work with and learn from manufacturers and retail brands of varying sizes and categories. Eric recognizes that the Amazon marketplace can be a complex environment where merchandising and distribution can be impacted by a variety of factors and parties. He enjoys helping our clients gain a better understanding of their brand's current position in the marketplace and finding creative ways to implement the client's ideal brand image. If you have a question about updating the content displayed on your product detail page, Eric can help identify what factors may be impacting the publication of the content and provide instruction on how to improve the rate of correct display. If you have any questions or need assistance with improving your brand's image on Amazon, please reach out using the Contact Us form.