In August 2021, Amazon launched a new Brand Metrics beta. A tab in Ad Console that allows analyzing business results on the brand level across different categories gives new information about brand performance (within the category) and compares it to the brands in Top of Search.
This significant update provides advertising and sales data that helps determine a brand’s weaker and stronger points and what improvements to make to engage more customers and surpass competitors.
Important to know:
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– Amazon Brand Metrics is available only to the registered brands.
– Amazon Brand Metrics is currently in beta.
The Data Across All the Categories Where a Brand Performs
After clicking on Amazon Brand Metrics in the Advertising Console, sellers have access to multiple metrics in the tab. These are the total brand shoppers, engaged shoppers rate, customer conversion rate, and % sales new to the brand. The tab shows metrics of all the categories where the brand sells.
–The total brand shopper is the number of brand buyers in each category.
–Engaged shoppers rate is the percentage of customers who searched for a brand, the viewed product detail page, added to the cart, or/and purchased the products divided by the number of buyers who viewed over one product detail page in the chosen category.
–Customer conversion rate is the percentage of listings’ visitors who purchased items from them.
–% sales new to the brand is the percentage of buyers that are new to the brand.
Provided metrics give a broader understanding of Amazon brand analytics.
For example, a brand owner can now understand which product types drive higher Conversion Rates. In addition, they’ll see in which category the brand performs better. They can observe if customers engage with over one product detail page and which category products attract more new buyers.
Key Metrics of a Category
When Ad Console users pick a category, they can observe three metrics from the previous page shown in the screenshot with additional information. A seller can enable peer comparison to view their brand productivity compared to others in the category (Category Median) and separately to the brand in Top of Search (Category Top), both in percentage ratio.
A brand’s results can be seen compared to the chosen timeframe in the date range switch in the upper right corner.
The described metrics upgrade the competition research on the category level and bring insights that were not enlightened by Amazon before. For instance, sellers now know what metrics they need to improve to reach Top of Search placement.
Amazon Brand Metrics–Key Funnel Metrics
The following are the key funnel metrics. They are compared to other brands in the category and the brand in Top of Search, the same as Category metrics. Let’s have a closer look at each of them.
Metric Awareness is based on the customers’ searches for a brand during the selected period compared to the same chosen time interval in the past. Amazon encourages sellers’ desire to develop brand awareness and includes this metric in the table to see all the shifts.
For example, if a seller launches Sponsored Brand ads for the first time, they can check whether Awareness raises. It can be an indicator of an ad’s effectiveness.
Metric Consideration is broken down into the following benchmarks: detail page views, brand searches, detail page views, and add to cart. It also allows analyzing how much better or worse metric results get and how fast it’s happening. Finally, customers’ engagement with products shows how far customers get even without completing the purchase.
Metric Purchased is the number of brand customers over the chosen period: top 10% and Subscribed & Save, and brand customers. Top 10% and Subscribe & Save are the buyers who drive the top 10% of purchases or the ones who picked Subscribe & Save. Brand customers are the ones who bought a brand’s products.
Each of the three metrics provided in the percentile tells brand owners that their brand performs better than xxx% of brands in a category.
The Old Days
Before the launch of Amazon Brand Metrics, a seller could only guess whether the entire brand thrives or hangs behind compared to similar brands. Amazon has created metrics to track separated product results long ago, for example, ACoS or Conversion Rate. Only by having over one report could sellers imagine how their business was doing.
It wasn’t possible to analyze if the customers who viewed the product or had already purchased it had returned. Now it’s possible, and it’s much easier to understand what was done right and what requires improvement.
The new Amazon Brand Metrics (in beta phase) presents the most advanced Amazon brand analytics tool. They explain how well a brand performs among competitors and give insights into how much more a brand can grow.
Contact us if you are unsure about your digital marketing strategy, don’t know how to work with internal and external Amazon traffic, and synchronize and analyze its efficiency to boost your brand.
About the author
Ihor Dubovetskyi is an Amazon advertising expert and founder of Profit Whales. As a full-service marketing agency for Amazon brands, it accelerates sales growth using ON & OFF Amazon traffic. This gives brands an edge over competitors and diversifies the revenue streams while increasing a business evaluation.