Brand Metrics
Brand Metrics
Learn about how Brand Metrics helps quantify opportunities for your brand at each stage of the customer journey on Amazon.
Brand Metrics allow you to understand the value of different shopping engagements that impact stages of that journey. By using these metrics, you can better understand how shoppers engage with your products and get visibility into your brand's long-term value. Additionally, Brand Metrics provides insights on new-to-brand customers and category comparisons to brands in your category.
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Tip: To review your Brand Metrics, you must have at least 1 month of sales and around 20 orders per month in a selected browse node. Some of the values may not be available if your brand does not have enough data to calculate these metrics in the selected date range or category. Try selecting a different category or date range. The metrics are refreshed on a weekly basis. Brand Metrics will continue expanding coverage in the coming months for brands that meet all eligibility criteria but don’t have access yet.
To generate Brand Metrics, we review all customer engagements with your brand over a 1-week or 1-month period. These metrics are broken into 3 segments: awareness, consideration, and purchase. Segments and sub-segments display the number of shoppers who have moved down the brand funnel to the specific sub-segment being viewed.
Example: If an advertiser selects a 1-month view and sees 100 shoppers in the detail page view sub-segment, it means that 100 shoppers viewed a brand's ASIN in the chosen category. However, these shoppers did not add the product to their cart or purchase it during the selected month or selected category.
- Awareness: Customers aware of your brand or products:
- Those who searched for your brand, but didn’t visit the detail page in the selected category.
- Consideration: Customers considering your brand are divided into 3 engagement types:
- Those who visited your brand detail page in the selected category.
- Those who searched for your brand and visited your detail page in the selected category.
- Those who added an item to cart from the selected category, but haven’t yet purchased items from that category.
- Purchase: Customers in the purchased from your brand or product are divided into 2 groups:
- Those who purchased from your brand in the selected category.
- Those who’ve made purchases within the selected category, and are considered most valuable purchasers as they drive the top 10% of your sales or customers who chose Subscribe & Save for your brand products.
Note: Metrics published before May 2024 exclude certain high-value customers. To align with standard Amazon reporting, Brand Metrics now includes these customers. This change may affect historical comparisons, potentially increasing your ROE and shopper count.
| Metric | Definition |
|---|---|
| Add to cart | This metric is calculated as the number of times a product featured in a campaign is added to a customer’s shopping cart. This is the highest return on engagement (ROE) value because an add to cart demonstrates a higher level of intent to acquire a product than detail page views or add to lists. Oftentimes, users will add products to their cart while they’re shopping for multiple items. |
| Awareness index | The awareness index measures actual on-Amazon audience signals reflecting awareness for your brand in the short and long term, across the whole on-Amazon audience, and is refreshed daily and aggregated weekly. The displayed percentile lets you know how the awareness activity for your brand compares to that of your peers. |
| Brand customers | These are customers who may or may not purchase from you again. Some may repeat their purchase over the next 12 months, resulting in additional value generation expected over the next 12 months. By adding the average selling price with the ROE value, you can generate the expected long-term value for the next 12 months. |
| Brand searches and detail page views | The return on engagement (ROE) value of customers that search for your brand and visit your detail page is normally higher than customers who visit your detail page without branded intent. Brands could consider the difference between these 2 ROE values as part of the value of branding. The more a brand can shift the composite of their engagement from detail page views only, to branded search and detail page views the more long-term sales they can expect. |
| Brand searches only (data applies to all categories) | Customers that are aware of your brand and products have looked for your brand, but didn’t engage further or make a purchase with your brand in a selected timeframe and category. These groups of shoppers are either engaging with your brand in another category outside of the browse level pulled for the report, or are looking at other brands and products. Driving engagements on these branded searches can help increase their historical sales value. |
| Category median | The performance of the 50th percentile of brands in the selected category. |
| Category top | The average performance of the 95th–99th percentile of brands in the selected category. |
| Consideration index | The consideration index measures actual on-Amazon audience signals reflecting consideration for your brand in the short and long term, across the whole on-Amazon audience, and is refreshed daily and aggregated weekly. The displayed percentile lets you know how the consideration activity for your brand compares to that of your peers. |
| Customer conversion rate | The percentage of customers who moved from considering your brand to purchasing from your brand within the selected timeframe. Consideration includes shoppers viewing your product detail page, searching your brand and viewing detail page, or adding to cart. |
| Detail page view only | Detail page views are a good first step in the customer journey but they’re often the lowest value of the engagement types. Step 1 is driving detail page views, step 2 is driving branded intent via branded searches with detail page views, and eventually purchases. |
| % of new-to-brand customers | The percentage of total customers that are new-to-brand. |
| Purchases (promoted) index | This index quantifies the number of orders your brand has generated relative to your most comparable peers. |
| Return on engagement (ROE) | The average value to your brand based on a customer's engagement in the prior 12 months. We use historical data to calculate the total sales that shoppers in this audience segment generate for your brand in the selected category over 12 months. Then, we divide that number by the total number of shoppers who started in that audience segment. Use these values as a guide for the potential revenue each type of customer engagement yields for your brand after the consideration event. |
| Shopper engagement rate | The percentage of customers in the selected category who completed an engagement event or purchase with you in the selected timeframe. Engagement events include customers viewing your product detail page, searching your brand and viewing detail page, adding to cart, or purchasing. |
| Top 10% and Subscribe & Save | These customers are the top 10% of sales contributors for your brand or customers who have chosen the Subscribe & Save option. Compare the value difference with brand customers to understand if your brand should consider investing in loyalty campaigns. Additionally, review your performance against peers to see how well some do at driving repeat purchases and sales over a 12-month period. |
| Subscribe & Save customers | The total number of customers who had one or more Subscribe & Save purchases on any brand ASIN in the chosen retail browse node/category in a given lookback period. |
| % Subscribe & Save new-to-brand customers | The number of customers who had one or more Subscribe & Save purchases on any brand ASIN in the chosen retail browse node/category in a given lookback period but did not have any prior Subscribe & Save purchases on any brand ASIN in the same category in the prior year divided by the total number of customers who had one or more Subscribe & Save purchases for a given retail browse node/category in the chosen lookback period. |
You also have an option to enable category comparison that provides visibility on how your brand ranks among other brands in the category. This can help you analyze how well your campaigns are performing compared to the median and top brands in the selected category, and where you could focus advertising efforts.
Brand Metrics will provide you with a return on engagement metrics over the last 12 months. This metric allows you to evaluate return on engagement and sales generated after the purchase over a 12-month lookback period to better inform your marketing decisions. We provide recommendations and advertising strategies on how to grow each audience segment on the Category level page.
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