Sales, clicks, and advertising costs tell you what happened after a shopper interacted with an ad. They do not always explain whether shoppers know your brand, consider your products, or choose you over other brands in the category.
New-to-Brand metrics identify ad-attributed purchases from shoppers who have not purchased from the advertised brand on Amazon during the previous 12 months. 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?
Amazon Brand Metrics is a measurement solution that helps eligible advertisers understand how their brand performs within selected product categories and relative to other brands in those categories.
It goes beyond standard campaign reporting by measuring shopper activity across three stages:
- Awareness
- Consideration
- Purchase
The dashboard may include metrics such as branded searches, detail-page views, add-to-cart activity, shopper engagement rate, customer conversion rate, Awareness Index, Consideration Index, and historical return on engagement.
Shopper engagement rate is the percentage range of shoppers in the selected category who engaged with or purchased from the brand, divided by category shoppers with more than one detail-page view. Historical return on engagement estimates the average amount those shoppers generated for the brand over the following 12 months, grouped by the action that placed them in an awareness, consideration, or purchase segment.
The metrics used by Amazon answer a different question from ACoS and ROAS. Campaign-level metrics show how efficiently advertising spend produces clicks or attributed sales. Amazon Brand Metrics show whether shoppers recognize the brand, engage with its products, and move toward a purchase.
Why Track Brand Metrics on Amazon?
Tracking Amazon Brand Metrics helps advertisers identify funnel gaps, compare performance with category benchmarks, and prioritize changes to advertising, listings, or offers. Amazon Brand Metrics adds context to these situations. It can help brands:
- Compare Amazon brand awareness with category peers
- Track branded-search activity
- Identify gaps between awareness and consideration
- Measure whether interested shoppers become customers
- Evaluate customer acquisition alongside campaign efficiency
- Monitor brand recognition over time
The most useful insight is often not whether one number increased or decreased. It is where the brand is losing shoppers compared with the category benchmark.
Amazon Advertising Metrics Overview
Amazon advertisers should separate three groups of measurements. Brand Metrics show awareness, consideration, purchase activity, and category benchmarks. New-to-Brand metrics show how much ad-attributed business came from shoppers who had not purchased from the brand during the previous 12 months. Campaign metrics such as CTR, CPC, ACoS, and ROAS show delivery and short-term efficiency. Review the three groups together: Brand Metrics identifies the funnel gap, New-to-Brand measures acquisition, and campaign metrics show whether spend is efficient.
Amazon Advertising Metrics You Should Track
Open Brand Metrics in the Amazon Advertising console, select the registered brand, reporting window, and category or browse node, and compare awareness, consideration, and purchase signals with category benchmarks. Some accounts may also show Brand View Pro; because access, naming, and available fields vary, describe only the interface visible in the advertiserโs account and verify any screenshots before publishing.
Amazon advertisers work with several groups of metrics. Each group measures a different part of performance, so they should not be treated as interchangeable.
Brand Metrics
Brand Metrics show how shoppers interact with a brand across awareness, consideration, and purchase.
These metrics may include:
- Branded searches
- Detail page views
- Add-to-cart activity
- Awareness Index
- Consideration Index
- Shopper engagement rate
- Customer conversion rate
- Brand customers
- High-value customers
Brand Metrics is most useful for identifying funnel gaps and comparing brand performance with other brands in the selected category.
New-to-Brand Metrics
New-to-Brand metrics measure customer acquisition from advertising.
Amazon reviews the shopperโs purchase history for the advertised brand. When an ad-attributed shopper has not purchased from that brand during the previous 12 months, the qualifying order may be counted as New-to-Brand.
New-to-Brand reporting is available for Sponsored Brands and Sponsored Display, but not Sponsored Products. Amazonโs current interface may label New-to-Brand orders as โPurchases (new-to-brand)โ and may also provide New-to-Brand detail-page-view, units-sold, purchase-rate, and sales metrics, depending on campaign type and account.
Common New-to-Brand metrics include the following:
- New-to-Brand orders
- New-to-Brand sales
- Percentage of orders that are New-to-Brand
- Percentage of sales that are New-to-Brand
- Cost per New-to-Brand customer, where available or calculated
These metrics help advertisers see whether campaigns are mainly reaching existing customers or attracting shoppers who have not recently purchased from the brand.
Campaign Performance Metrics
Campaign metrics measure advertising delivery, engagement, cost, and direct return.
They include:
- Impressions
- Clicks
- Click-through rate
- Cost per click
- Advertising cost of sales
- Return on ad spend
- Attributed orders
- Attributed sales
These metrics are useful for managing bids, targeting, placements, and budgets. However, they do not provide the same category-level view as Amazon Brand Metrics.
| Metric group | What it measures | Examples | Primary use |
|---|---|---|---|
| Brand Metrics | Brand performance across the purchase funnel | Awareness, consideration, and purchase signals | Brand and funnel planning |
| New-to-Brand metrics | Customer acquisition from advertising | NTB orders, NTB sales, and NTB percentage | Measuring acquisition |
| Campaign metrics | Advertising delivery and efficiency | CTR, CPC, ACoS, and ROAS | Bid and budget optimization |
Amazon Brand Analytics is a separate tool focused on shopper search, catalog, and purchase-behavior insights.
Getting Started With Amazon Brand Metrics
Access to Brand Metrics may depend on the advertiser, marketplace, account type, brand eligibility, and the amount of available data.
Eligibility and Prerequisites
Brand Metrics is generally available to eligible brands enrolled in Amazon Brand Registry.
Advertisers may also need:
- An eligible Amazon Advertising account
- An active registered brand
- Products listed in a supported category
- Enough shopper or sales data to support reporting
- Access in the relevant marketplace
Once registered, you can start tracking your brandโs performance and gain a competitive edge with exclusive insights. Availability can vary between accounts. A missing metric does not always mean that the brand had no activity. Amazon may not display a result when the selected category, reporting period, or data volume does not meet its reporting requirements.
Amazon says Brand Metrics typically requires at least one month of sales and around 20 orders per month in the selected browse node. Metrics are refreshed weekly, and some values may remain unavailable when the selected category or date range does not contain enough data.
Navigating the Brand Metrics Dashboard
The exact navigation may change as Amazon updates the advertising console, but the process generally involves the following steps:
- Sign in to the Amazon Advertising console.
- Open the relevant insights, measurement, or brand reporting section.
- Select Brand Metrics or the available brand-level reporting view.
- Choose the registered brand.
- Select the category or browse node.
Note: Amazon does not provide a combined all-category Brand Metrics view, so analyze one selected category or browse node at a time.
- Choose the reporting period.
- Review funnel activity and category comparisons.
Category selection matters because shopper behavior can differ greatly between product types. A brand selling in several unrelated categories should avoid treating all of them as one customer journey.
Before interpreting the results, confirm that the selected category reflects the products and shoppers being analyzed.
Amazon Brand Metrics Dashboard and Brand View Pro
The Amazon Brand Metrics dashboard gives advertisers a brand-level view of shopper activity across awareness, consideration, and purchase.
It is designed to support campaign reporting rather than replace it. Depending on marketplace and account eligibility, advertisers may also see Brand View Pro, a broader brand-level reporting experience. Because public first-party documentation is limited and access varies, describe only the fields visible in the advertiserโs account and verify any screenshots against the current interface.
Depending on the marketplace and account, Amazon may also provide access to a broader brand reporting experience such as Brand View Pro. The name, navigation, and available fields may vary between advertisers.
A brand-level dashboard may include the following:
- Brand selection
- Category selection
- Reporting periods
- Awareness signals
- Consideration signals
- Purchase activity
- Category benchmarks
- Changes in performance over time
The most practical way to use the dashboard is to compare stages rather than judge one metric in isolation.
For example, if awareness rises while consideration remains flat, the brand may be reaching more shoppers without giving them a strong reason to explore its products.
If consideration is healthy but purchase activity remains weak, the issue may be price, stock, reviews, delivery speed, offer quality, or product page clarity.
Understanding Amazonโs Purchase Funnel
Amazon Brand Metrics organizes shopper activity around three connected stages:
- Awareness
- Consideration
- Purchase
A shopper may not move through these stages in a straight line. Someone may search for the brand, visit several product pages, leave, return later, and then purchase.
The Amazon purchase funnel is the backbone of brand measurement. It tracks how shoppers move from discovering your brand to considering your products and, finally, making a purchase. The dashboard groups these activities into signals that help advertisers understand the wider journey.
The Awareness Stage
Awareness begins when shoppers recognize the brand or actively search for it.
Branded searches are useful because they show direct brand interest rather than passive exposure. Awareness metrics can help advertisers understand whether relevant category shoppers know the brand and whether brand recognition is improving.
Useful awareness signals may include:
- Branded searches
- Awareness Index
- Shopper engagement
- Reach
- Impressions
- Category comparison
Weak awareness signals may mean the brand is not reaching enough relevant shoppers. It may also mean shoppers recognize the product type but not the brand itself.
Brands with low Amazon brand awareness may consider:
- Sponsored Brands
- Sponsored Brands videos
- Sponsored Display
- Category targeting
- Brand Store traffic
- Consistent visual branding
- Amazon DSP for broader reach and audience targeting
Awareness campaigns should not be judged only by immediate sales. They should also be reviewed for changes in branded searches, detail page engagement, and New-to-Brand activity.
The Consideration Stage
Consideration begins when shoppers move beyond awareness and interact with the brandโs products.
Relevant signals may include:
- Product detail page views
- Brand searches followed by a detail page view
- Add-to-cart activity
- Shopper engagement rate
- Consideration Index
Not every product page visit carries the same value. A shopper who searches directly for the brand may have stronger intent than someone who arrives through a broad category term.
Add-to-cart activity is an even stronger consideration signal because the shopper has moved closer to purchasing.
When awareness is healthy, but consideration is weak, review what shoppers see after discovering the brand:
- Main images
- Product titles
- Bullet points
- Product videos
- A+ Content
- Ratings and reviews
- Pricing
- Variations
- Brand Store experience
- Product relevance
Increasing ad spend may not solve the problem if the detail page does not answer the shopperโs questions.
The Purchase Stage
The purchase stage measures whether interested shoppers become customers.
Relevant purchase signals may include:
- Customer conversion rate
- Purchased customers
- Brand customers
- High-value customers
- Subscribe & Save customers
- Repeat purchase behavior
A weak conversion rate may have several causes. The product may be priced above close competitors, unavailable, poorly reviewed, or unclear about its value.
Delivery time, Buy Box conditions, stock levels, and offer quality may also influence whether the shopper completes the purchase.
Brands should review purchase signals alongside consideration data. Strong consideration with weak conversion usually points to a late-funnel problem rather than an awareness problem.
New-to-Brand Metrics
Brand Metrics show how the brand performs across the funnel. New-to-Brand metrics answer a narrower question:
How much ad-attributed business came from shoppers who had not recently purchased from the brand?
What Are New-to-Brand Metrics?
Amazon New-to-Brand metrics determine whether an ad-attributed purchase came from an existing brand customer or a shopper who had not purchased from the brand during the previous 12 months.
The classification is based on brand-level purchase history, not whether the shopper is buying one ASIN for the first time.
For example, a shopper who bought a different product from the same brand within the previous 12 months would not normally be considered New-to-Brand.
New-to-Brand also does not mean the shopper has never seen or interacted with the brand. The shopper may have:
- Viewed the brandโs product pages
- Seen the brandโs ads
- Searched for the brand
- Purchased more than 12 months ago
The metric only shows that no qualifying brand purchase occurred during the applicable lookback period.
Key New-to-Brand measurements include the following:
- New-to-Brand orders: Orders attributed to shoppers who qualify as New-to-Brand
- New-to-Brand sales: Sales generated by those qualifying orders
- Percentage of orders that are New-to-Brand: The share of attributed orders from New-to-Brand customers
- Percentage of sales that are New-to-Brand: The share of attributed sales generated by New-to-Brand customers
- Cost per New-to-Brand customer: Advertising cost divided by the number of acquired New-to-Brand customers, when available or calculated
How to Access and Use New-to-Brand Data
New-to-Brand data may appear in campaign reporting columns or downloadable Amazon Ads reports, depending on the ad product, marketplace, and account.
When reviewing the data:
- Confirm the reporting date range.
- Check the campaign or ad type.
- Review New-to-Brand orders and sales together.
- Compare the New-to-Brand percentage with campaign cost.
- Check attribution settings before comparing periods.
- Compare campaigns with similar objectives.
A high New-to-Brand percentage is not automatically profitable. A low percentage is not automatically poor.
The result should be reviewed alongside:
- Acquisition cost
- Product margin
- Average order value
- Repeat purchase potential
- Campaign objective
- Customer value
Note: Eligible advertisers, agencies, and technology partners can also retrieve Brand Metrics programmatically through the Amazon Ads API. API access requires approved credentials, the correct advertising profile, and report-generation permissions; reports are generated asynchronously and downloaded after processing.
Actionable Strategies to Improve Brand Performance
Amazon Brand Metrics becomes useful when it leads to a clear decision. The right action depends on the stage where the brand is underperforming.
Improving Awareness
Use awareness-focused tactics when branded searches, Awareness Index, or related signals remain below relevant category benchmarks.
Possible actions include:
- Expanding category targeting
- Testing Sponsored Brands video ads
- Improving brand-led creative
- Using Sponsored Display
- Driving shoppers to a focused Brand Store page
- Using Amazon DSP for broader reach
- Keeping brand identity consistent across listings
Do not measure awareness activity only through immediate sales. Review whether it increases qualified reach, branded searches, product engagement, and New-to-Brand activity over time.
Boosting Consideration
Prioritize listing, Store, video, and retargeting improvements when awareness is healthy, but consideration remains weak.
Start with the pages receiving the most traffic. Check whether:
- The main image clearly shows the product
- The title matches shopper intent
- The benefits are easy to understand
- The content answers common questions
- The reviews support the productโs claims
- The price is competitive
- The right variations are available
A high number of detail page views with limited add-to-cart activity may point to:
- Weak product differentiation
- Poor images
- Unclear copy
- Low review strength
- Uncompetitive pricing
- Missing information
- Stock problems
- A mismatch between the ad and the detail page
Retargeting can help bring shoppers back, but it should not be used to compensate for a weak product page.
For expert help, check out our Amazon Listing Optimization and Amazon SEO Services to maximize your campaign performance.
Increasing Purchases
When consideration is strong but purchase conversion remains weak, review the final barriers to purchase.
Check:
- Price
- Promotions
- Buy Box status
- Stock availability
- Delivery promise
- Review rating
- Recent customer feedback
- Competitor offers
- Coupon visibility
- Product page accuracy
Brands selling replenishable products should also review customer retention. A New-to-Brand customer may be more valuable when the product creates a realistic path to repeat purchases.
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 may show Category Median and Category Top Performers alongside a brandโs results.
- Category Median represents the midpoint of brands within the selected comparison group.
- Category Top Performers provides a stronger benchmark based on brands performing near the upper end of the category.
These benchmarks should be treated as directional rather than universal targets. A newer brand may first aim to move closer to the Category Median. A more established brand may compare itself more closely with the top-performing group.
Category choice also matters. Shopper behavior for a frequently purchased household item may be very different from behavior for a high-priced product bought once every several years.
Review trends over several comparable periods instead of relying on one reading.
Optimizing and Measuring ROI
Amazon Brand Metrics does not replace financial performance reporting. It adds context to it.
Track Customer Acquisition Cost Using New-to-Brand and Campaign Data
Calculate cost per New-to-Brand purchase by dividing advertising spend by New-to-Brand purchases; do not treat Brand Metrics alone as a complete CAC calculation. ACoS and ROAS measure short-term advertising efficiency. New-to-Brand metrics help advertisers understand how much of that activity is acquiring customers who have not purchased from the brand during the previous year.
A campaign with lower immediate ROAS may still support a valid acquisition goal if it generates a high share of New-to-Brand customers at a sustainable cost.
That decision should consider:
- Gross margin
- Cost per New-to-Brand order
- Repeat purchase rate
- Average order value
- Subscription potential
- Expected customer value
- Campaign objective
The reverse can also happen. A campaign may show strong ROAS because it reaches shoppers who already know and buy the brand.
That campaign may be efficient without contributing much to customer growth.
Brands should review both efficiency and acquisition before shifting budget.
Common Mistakes to Avoid
Confusing Brand Metrics With Brand Analytics
Brand Metrics focuses on category-relative funnel performance. Brand Analytics provides separate search, catalog, and customer behavior insights.
Treating New-to-Brand as Lifetime-New
"New-to-Brand" is based on the applicable 12-month purchase history window. It does not mean the shopper has never purchased from or interacted with the brand before.
Comparing Unrelated Categories
Benchmarks are only useful when the selected category reflects the products and shoppers being analyzed.
Evaluating Only ACoS or ROAS
ACoS and ROAS show campaign efficiency, but they do not explain brand awareness, consideration, or the percentage of newly acquired customers.
Ignoring Reporting Periods
Brand performance may change during Prime Day, seasonal events, promotions, stock shortages, or periods of unusual demand. Compare similar periods where possible. Do not compare an incomplete same-day campaign view with a weekly Brand Metrics snapshot: Amazon says Brand Metrics refreshes weekly. In contrast,e campaign metrics can update more frequently, and attributed sales may take up to 48 hours to populate.
Assuming Missing Data Means Zero Performance
Amazon may not display a metric when the account, category, reporting window, or shopper volume does not meet its reporting requirements.
Amazon Measurement Solutions Across the Funnel
No single metric explains the full customer journey.
Brands should review funnel, campaign, acquisition, and customer signals together. The table below combines Brand Metrics, New-to-Brand, and campaign-reporting signals; not every item is a field in the Brand Metrics dashboard.
| Funnel stage | Useful measurement signals |
|---|---|
| Awareness | Awareness Index, branded searches, and reach |
| Consideration | Consideration Index, detail page engagement, and add-to-cart activity |
| Purchase | Customer conversion, orders, sales, and ROAS |
| Acquisition | New-to-Brand orders, sales, and percentages |
| Loyalty | Repeat customers, Subscribe & Save, and high-value customer signals |
This combined view helps prevent isolated decisions.
A fall in ROAS may be caused by weaker conversion, higher acquisition spending, a shift toward upper-funnel audiences, or changes in product availability. The correct response depends on the wider data.
Key Takeaways
- Amazon Brand Metrics shows how a brand performs across awareness, consideration, and purchase.
- New-to-Brand metrics measure ad-attributed customer acquisition using a 12-month brand purchase lookback.
- ACoS and ROAS should be reviewed alongside brand and acquisition metrics.
- Category benchmarks help identify where the purchase journey is weakest.
- The right action depends on whether the problem is awareness, consideration, or purchase conversion.
Need help turning Amazon Brand Metrics into clearer advertising decisions? Explore SalesDuoโs Amazon advertising management services.
Book a 1:1 growth call with SalesDuo.
Frequently Asked Questions
What are Amazon Brand Metrics?
Amazon Brand Metrics shows how a brand performs across awareness, consideration, and purchase within a selected category. It may include shopper engagement, branded-search activity, conversion signals, customer data, and category comparisons.
What are Amazon New-to-Brand metrics?
Amazon New-to-Brand metrics measure ad-attributed orders and sales from shoppers who have not purchased from the advertised brand during the previous 12 months.
Where can I find Amazon Brand Metrics?
Eligible advertisers can access Brand Metrics through the Amazon Advertising console. The exact menu path, dashboard name, and available metrics may vary by marketplace, account, and interface version.
What is the difference between Brand Metrics and Brand Analytics?
Brand Metrics focuses on brand performance across the purchase funnel and against category benchmarks. Brand Analytics provides separate insights into shopper searches, catalog activity, and purchase behavior.
What is Amazon Brand View Pro?
Amazon Brand View Pro may provide eligible advertisers with a broader brand-level reporting experience. Access, naming, marketplace coverage, and available metrics can vary between Amazon Advertising accounts.
Are New-to-Brand metrics the same as ACoS or ROAS?
No. New-to-Brand metrics measure customer acquisition, while ACoS and ROAS measure advertising efficiency. They should be reviewed together to understand both campaign return and customer growth.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
