Nearly 50% of Amazon customers are open to trying new products, but many brands on the platform struggle to reach their sales potential. The reality is, customers take multiple factors into account when making a purchase—price, product reviews, Prime eligibility, and more. So, what separates high-performing brands from those stuck in the shadows? The answer lies in Amazon Brand Metrics.
Understanding how customers engage with your products through these metrics offers sellers invaluable insights to refine their strategies, ultimately leading to stronger brand performance. When combined with targeted Amazon PPC campaigns, these insights can help you build a more competitive and profitable brand, especially in Q4—a crucial sales period for sellers on Amazon.
In this article, we’ll dive deep into how Amazon Brand Metrics work, why they are critical for your brand’s success, and how they can be utilized in combination with PPC ads to enhance your performance on Amazon.
Table of Contents
- What Are Amazon Brand Metrics?
- Why Should Sellers Care About Brand Metrics?
- Key Amazon Brand Metrics and Their Importance
- How to Access Amazon Brand Metrics Reports
- Using Amazon Brand Metrics Insights Effectively
- Leveraging Amazon PPC Ads to Improve Brand Performance
- Final Thoughts on Building a Competitive Brand in Q4
1. What Are Amazon Brand Metrics?
Amazon Brand Metrics is a set of data insights that provides brand owners with a 360-degree view of customer interactions with their brand. These metrics help sellers analyze various aspects of their performance on Amazon—from awareness to customer loyalty and sales conversion.
Essentially, Amazon Brand Metrics helps you break down the customer journey into stages and provides data on how well your brand is performing at each step. This comprehensive view allows sellers to adjust their strategies based on how customers engage with their products and brand, leading to smarter decisions, better targeting, and stronger long-term growth.
2. Why Should Sellers Care About Brand Metrics?
Sellers who want to grow their business on Amazon should absolutely care about Brand Metrics. Here’s why:
- Understanding Customer Behavior: Brand Metrics give you a detailed look at how potential customers are interacting with your brand at different stages of the marketing funnel. This insight allows you to tailor your marketing and product strategies to better meet customer expectations.
- Measuring Brand Health: From awareness to loyalty, Brand Metrics help you assess the overall health of your brand. Whether you’re tracking how many customers are seeing your products, considering them, or completing a purchase, this data is essential to identifying strengths and weaknesses.
- Optimizing Your Ad Spend: Brand Metrics can inform your Amazon PPC campaigns, allowing you to focus on the products and keywords that drive the most engagement and sales. This ensures that your ad budget is used efficiently, maximizing return on investment (ROI).
- Product Development Opportunities: Data from these metrics can highlight areas where new product development or bundling opportunities exist. By aligning product offerings with customer behavior, you can better meet demand and drive more sales.
- Building Long-term Growth: Monitoring and acting on these insights will foster stronger customer relationships and higher brand loyalty, setting the foundation for sustainable growth on Amazon.
3. Key Amazon Brand Metrics and Their Importance
Amazon offers various Brand Metrics that help you understand different aspects of your brand’s performance. Here’s a breakdown of the most crucial ones:
a) Shopper Engagement Rate
This metric measures how effectively your brand is engaging potential customers. It’s calculated by dividing the number of interactions with your product by the total impressions your product receives. A high engagement rate suggests that your listings are resonating well with customers.
b) Customer Conversion Rate
This tracks the percentage of shoppers who make a purchase after visiting your product detail page. If your conversion rate is low, it could indicate that something about your listing—whether it’s images, pricing, or reviews—is deterring customers from completing their purchase.
c) New-to-Brand Customers
This metric shows the percentage of customers who purchase from your brand for the first time. It’s vital for understanding how well you’re attracting new shoppers and growing your customer base.
d) Return on Engagement (ROE)
ROE measures the value generated from customer engagement compared to the cost of those activities. It classifies consumer interactions into three stages: awareness, consideration, and purchase. Monitoring ROE helps you evaluate the effectiveness of your brand’s marketing efforts.
e) Branded Searches
This shows the percentage of searches that include your brand name, indicating how much direct interest there is in your brand. If your branded search volume is high, it means you’ve achieved good brand recognition, and customers are actively seeking you out.
f) Viewed Detail Page Only
This metric shows how many customers view your product detail page but do not make a purchase. It helps identify issues with your listing or product that are causing shoppers to abandon the purchase process.
g) Amazon Add to Carts
This measures the percentage of shoppers who add your product to their shopping cart. A high Add to Cart rate indicates strong purchase intent.
h) Top 10% and Subscribe & Save Customers
This metric identifies your most valuable customers—the top 10% who contribute the most revenue and those who have opted into Subscribe & Save. Understanding their purchasing behavior can help you create strategies for driving repeat purchases.
4. How to Access Amazon Brand Metrics Reports
Accessing your Amazon Brand Metrics report is straightforward. Follow these steps:
- Log in to your Amazon Seller Central account.
- Go to the Campaign Manager section.
- From the sidebar, select Insights and Planning, then click on Brand Metrics.
- You’ll see data across the customer journey funnel (Awareness, Consideration, Purchases), which you can filter by brand, category, and date range.
5. Using Amazon Brand Metrics Insights Effectively
Once you have access to Brand Metrics, here’s how you can use this data:
- Boost Awareness: If your branded searches are lower than competitors, increase visibility by investing in Sponsored Brands and Sponsored Display Ads. Focus on incorporating more branded keywords into your campaigns.
- Improve Consideration: A low consideration rate could mean your product listings are not appealing enough. Optimize your listings with high-quality images, compelling descriptions, and competitive pricing.
- Drive Purchases: If your purchase rate is low, consider improving your product page with A+ Content, offering promotions, or running remarketing campaigns to re-engage shoppers who viewed your products but didn’t convert.
6. Leveraging Amazon PPC Ads to Improve Brand Performance
While Brand Metrics provide data, Amazon PPC ads are the tools to act on this data. Here’s how to use them:
a) Amazon Sponsored Ads
Sponsored Ads allow you to target relevant keywords, ensuring that your products appear at the top of search results. This increases visibility and the likelihood of conversion.
b) Optimizing PPC Campaigns
If your conversion rate is solid, consider increasing your PPC budget to capture more traffic. Target high-converting keywords and monitor your Search Query Reports to identify new keyword opportunities.
c) Improving Conversion
If your consideration metrics are low, refine your product listings. Invest in professional images, detailed descriptions, and competitive pricing. Use Sponsored Ads to drive traffic to your optimized listings.
d) Leveraging the Amazon Search Query Report
This report helps you understand what keywords customers are using. Use this data to refine your targeting, eliminate underperforming keywords, and increase bids on high-performing ones.
7. Final Thoughts on Building a Competitive Brand in Q4
In Q4, competition is fierce, but with Amazon Brand Metrics, you have the tools to stay ahead. By understanding and acting on customer behavior, you can improve your brand’s performance, optimize PPC campaigns, and ultimately boost sales.
Don’t overlook the power of data. If you need help analyzing Brand Metrics or want expert assistance with your Amazon PPC campaigns, feel free to reach out to us.
Here at Amzfalcons, we specialize in helping Amazon sellers grow their businesses through data-driven strategies and expert optimization. For personalized support, contact us at info@amazonfalcons.com
