Amazon sellers know the pressure: competition is fierce, margins are tight, and every click counts. If youโre not measuring what matters, youโre leaving growth on the table. With Amazonโs sales revenue set to reach $700 billion by the end of 2025, the stakes have never been higher for brands looking to stand out and scale profitably.
But how do you know if your brand is truly winning on Amazon? Thatโs where Amazon Brand Metrics come in. These powerful insights help you track, compare, and optimize every stage of your marketing funnelโturning raw data into real revenue. Letโs break down what these metrics mean, why they matter, and how you can use them to outpace the competition.
What Are Amazon Brand Metrics? An Introduction
Amazon Brand Metrics are a suite of data-driven insights designed to help sellers measure brand performance at every stage of the customer journey. These metrics go beyond basic sales numbers, offering a clear view of how shoppers discover, consider, and ultimately purchase your products.
With Amazonโs advertising revenue hitting $56.2 billion in 2024, brands need more than just ad spendโthey need to know whatโs working. Brand Metrics track everything from awareness and consideration to purchase conversion, giving you the power to optimize campaigns, benchmark against competitors, and drive smarter growth.
Why Track Brand Metrics on Amazon? Key Benefits for Sellers & Brands
Tracking Amazon Brand Metrics isnโt just about numbersโitโs about unlocking growth. Sellers who leverage these insights can spot gaps in their marketing funnel, optimize ad spend, and boost conversion rates. For example, Subscribe & Save products with a 10%-15% discount can drive up to a 1.8x increase in sales conversion on average.
With the right metrics, you can benchmark your performance, identify new-to-brand customers, and make data-driven decisions that fuel long-term brand success. Thatโs the difference between guessing and growing.
Getting Started with Amazon Brand Metrics
Amazon Brand Registry: Eligibility & Prerequisites
To unlock Amazon Brand Metrics, your brand must be enrolled in the Amazon Brand Registry. This program protects your intellectual property and gives you access to advanced analytics, including the Brand Metrics dashboard. Youโll need a registered trademark and an active Amazon Seller or Vendor account to qualify.
Once registered, you can start tracking your brandโs performance and gain a competitive edge with exclusive insights.
Navigating the Brand Metrics Dashboard: Access, Filters, and Features
The Brand Metrics dashboard is your command center for Amazon advertising metrics. Access it through your Amazon Advertising account, where youโll find filters for brand, category, and time range. The dashboard breaks down your performance by funnel stageโawareness, consideration, and purchaseโso you can see exactly where shoppers drop off or convert.
Use the dashboard to compare your metrics against category benchmarks, track new-to-brand sales, and analyze shopper insights. This is where data turns into action.
Understanding Amazonโs Purchase Funnel: Awareness, Consideration, Purchase
The Amazon purchase funnel is the backbone of brand analytics. It tracks how shoppers move from discovering your brand to considering your products, and finally, making a purchase. According to a recent survey, 69.3% of shoppers discover new products at least once a week, but only a fraction convert to buyers.
Amazon Brand Metrics break down this journey into three stagesโawareness, consideration, and purchaseโso you can pinpoint where to focus your optimization efforts for maximum impact.
The Awareness Stage: Tracking Shoppers and Brand Searches
In the awareness stage, shoppers are just discovering your brandโoften through search or ads. Amazon Brand Metrics track how many people see your brand name, search for your products, or view your ads. This is where you measure Amazon awareness and see if your marketing is putting your brand in front of the right audience.
A strong awareness score means your campaigns are working, but itโs just the first step in the journey.
The Consideration Stage: Product Detail Views & Cart Adds
The consideration stage is where shoppers dig deeper. They click on your product listings, read reviews, and add items to their cart. Amazon Brand Metrics track these actions, showing you how many shoppers move from awareness to consideration.
If your detail page views are high but cart adds are low, itโs a sign to improve your product content or retarget interested shoppers. This stage is key for boosting Amazon consideration and moving shoppers closer to purchase.
The Purchase Stage: Sales Attribution and Loyalty Analysis
The purchase stage is where all your efforts pay off. Amazon Brand Metrics help you track which campaigns and products drive actual sales, and how many buyers become loyal customers. With tools like Subscribe & Save and repeat purchase tracking, you can analyze loyalty trends and see which products keep shoppers coming back.
New-to-Brand Metrics: Driving Customer Acquisition
What Are New-to-Brand Metrics & Why They Matter
How to Access and Use New-to-Brand Data in Campaigns
Actionable Strategies to Improve Brand Performance With Metrics
Improving Awareness: Sponsored Brands, Display & Posts
Boosting Consideration: Listing Quality, Retargeting & Engagement
Increasing Purchases: Loyalty, Cross-Selling & Promotions
Benchmarking Against Competitors and Interpreting Percentiles
Optimizing and Measuring ROI: Practical Tips
Track Customer Acquisition Cost (CAC) Using Brand Metrics
Common Mistakes to Avoid When Using Amazon Brand Metrics
Conclusion
Key Takeaways: Building a Data-Driven Brand on Amazon
Frequently Asked Questions
About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
