Amazon Brand Metrics Report

The new and improved Brand Metrics Report provides a visual experience to help you identify opportunities and accelerate your brand’s growth by reaching millions of shoppers at different stages of their shopping journey.

About The Report

Amazon's Brand Metrics Report provides valuable insights into customer behavior, and helps sellers and vendors understand their brand's performance and market reach.

The new and improved Brand Metrics Report provides a visual experience to help you identify opportunities and accelerate your brand’s growth by reaching millions of shoppers at different stages of their shopping journey.

Amazon’s Brand Metrics Report can be found in the left navigation in the Advertising Console, under the “Insights & Planning” section.

The report covers:

Awareness: Awareness measures the number of shoppers who searched for your brand but didn’t engage with it.

Consideration: Consideration measures shoppers who (1) visited your product detail page directly or after searching for your brand or (2) didn't buy but added your items to their cart.

Purchased: Purchased measures the number of shoppers who purchased from your brand, including those with Subscribe & Save subscriptions.

Where can I find the Brand Metrics Report?

To find these reports, take the following steps:

Step 1: Choose the brand for which you want to get your metrics.

Step 2: Choose a category.

Step 3: Choose a date range.

How to Leverage the Reports

The Brand Metrics Report offers valuable insights related to all three purchase cycles: Awareness, Consideration, and Purchased.

Let’s take them one by one. Here’s what you can learn from the Brand Metrics Report for each stage in the purchase cycle.

1. Awareness

Total shoppers: Unlock data about the total number of shoppers who searched for your brand in this category, but who did not engage with it during the selected time period.

Value generated in the last 12 months: See the revenue generated by shoppers who were aware of your brand in the last 12 months in the selected category.‍

2. Consideration

Total shoppers: See the total number of shoppers who considered your brand in this category, but who didn’t add your items to their cart during the selected time period.

Value generated in the last 12 months: Access the revenue generated by shoppers who considered your brand in the last 12 months in the selected category.

3. Purchased

Total shoppers: See the total number of shoppers who purchased from your brand in this category during the selected time period.

Value generated in the last 12 months: Understand the revenue generated by shoppers who purchased from your brand in the last 12 months in the selected category.

Together, these three stages of the purchase lifecycle help you understand your points of strength as well as your missed opportunities. Seeing the discrepancies in your awareness, consideration, and purchased stages has the added benefit of telling you where along the journey you lost out on potential sales.