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
New-to-brand metrics measure how many of your sales come from first-time customers. These insights are crucial for understanding customer acquisition and the effectiveness of your Amazon advertising campaigns.
By tracking new-to-brand sales, you can see which ads and keywords attract fresh buyers, helping you grow your customer base and maximize marketing ROI.
How to Access and Use New-to-Brand Data in Campaigns
You can access new-to-brand metrics directly in the Amazon Advertising console for eligible campaigns, such as Sponsored Brands and select Sponsored Display ads. Use these insights to identify which campaigns drive first-time customer sales and adjust your targeting or budget accordingly.
This data is key for optimizing your marketing funnel and boosting customer acquisition on Amazon.
Actionable Strategies to Improve Brand Performance With Metrics
Improving Awareness: Sponsored Brands, Display & Posts
To boost awareness, invest in Sponsored Brands, Sponsored Display, and Amazon Posts. These ad types put your brand front and center, increasing visibility and driving more shoppers to your listings.
Regularly monitor your Amazon advertising metrics to see which campaigns deliver the highest reach and adjust your strategy for maximum impact. Explore how our team at SalesDuo simplifies this for brands.
Boosting Consideration: Listing Quality, Retargeting & Engagement
High-quality product listings are essential for moving shoppers from consideration to purchase. Optimize your titles, images, and bullet points to increase engagement and detail page views. Retarget shoppers who viewed your products but didnโt buy, using Sponsored Display ads or email campaigns.
For expert help, check out our Amazon Listing Optimization and Amazon SEO Services to maximize your campaign performance.
Increasing Purchases: Loyalty, Cross-Selling & Promotions
Encourage repeat purchases with loyalty programs like Subscribe & Save, and use cross-selling strategies to increase average order value. Promotions and limited-time deals can also drive urgency and boost conversions.
Monitor your Amazon purchase conversion rates and adjust your tactics to keep customers coming back. For full-funnel support, explore our Amazon Full Account Management and Amazon PPC Management Agency services.
Benchmarking Against Competitors and Interpreting Percentiles
Amazon Brand Metrics let you benchmark your performance against category peers, helping you spot strengths and weaknesses. Tools like Amazon Pi provide industry and category benchmarks, allowing brands to evaluate their position in the market and identify unique strengths and growth potential.
Percentile rankings show how your brand stacks up, so you can set realistic goals and stay ahead of the competition. For deeper insights, our Amazon Agency Review breaks down how top brands use these metrics to win.
Optimizing and Measuring ROI: Practical Tips
Track Customer Acquisition Cost (CAC) Using Brand Metrics
Use Amazon Brand Metrics to calculate your customer acquisition cost (CAC) and measure the true ROI of your campaigns. By tracking new-to-brand sales and comparing them to your ad spend, you can identify which strategies deliver the best value.
This approach ensures your marketing dollars are working as hard as possible, driving both growth and profitability.
Common Mistakes to Avoid When Using Amazon Brand Metrics
1. Donโt rely solely on vanity metrics like impressionsโfocus on actionable data that drives real results.
2. Avoid comparing your brand to irrelevant categories, and always use the most recent data for decision-making.
3. Regularly review your Amazon advertising reports to catch errors early and keep your strategy on track.
Key Takeaways: Building a Data-Driven Brand on Amazon
Amazon Brand Metrics are your roadmap to smarter growth. Use them to track every stage of the marketing funnel, benchmark against competitors, and optimize for real results.
As Amazon evolves, brands need more than just visibilityโthey need real performance. At SalesDuo, we fuse data, strategy, creativity, and cutting-edge AI technology to drive measurable growth.
With 85% of our full-stack team made up of ex-Amazon professionals and a proprietary AI dashboard powering every move, we've helped 250+ global eCommerce brands turn Amazon into their top-performing sales channel. Ready to make it yours?
Book your 1:1 growth call today!
