Brand Analytics Amazon: Insights To Optimize Sales Performance

Brand Metrics provides a new measurement solution that quantifies opportunities for your brand at each stage of the customer journey in Amazon's store. Brands can understand the value of shopping engagements that impact sales in a journey.

Brand Metrics helps you:

• Understand your brand performance. Brand metrics measure the number of actual on-Amazon shopper engagements.
• Measure the impact of your upper and mid-funnel tactics and see how they contribute to shoppers moving through the purchase journey.
• Evaluate engagement metrics to understand the value of your branded intent and how brand purchasers generate additional sales in the 12 months following purchase.
• Monitor your performance relative to your category and peers at each stage of the purchase journey and over time.
• Optimize your marketing and advertising efforts in Amazon's stores to engage more shoppers and build your brand.

The metrics offer critical insights for brands to understand the value of shopping engagements during the Amazon purchase process. The metrics allow you to measure historical sales following a consideration event or purchase.

What Brand Metrics Are Available?

Brand Metrics offer awareness and consideration indicators that compare performance against peers. Amazon also quantifies the number of customers in your awareness and consideration marketing funnel.

The metrics include all shopping engagements with your brand on Amazon, not just ad-attributed engagements. The following is a collection of metrics Amazon makes available:

• engagedShopperRateLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page views in the selected category
• engagedShopperRateUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page views in the selected category
• engagedShopperRateCategoryMedianLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchased from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the median peers
• engagedShopperRateCategoryMedianUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the median peers
• engagedShopperRateCategoryTopPerformersLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame by the total unique shoppers with 1+ detail page view in the selected category for the top 95th-99th percent of peers
• engagedShopperRateCategoryTopPerformersUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the top 95th-99th percent of peers
• customerConversionRate — percentage of shoppers moving from “considering” [Brand Name] in the [categoryNodePath] to “purchased” in the [lookBackPeriod]
• customerConversionRateCategoryMedian — the percentage of shoppers moving from "considering" the peer median in the [categoryNodePath] to "purchased" in the [lookBackPeriod]
• customerConversionRateCategoryTopPerformers — the percentage of shoppers moving from "considering" the average of the top 95th-99th percent of peers in the [categoryNodePath] to "purchased" in the l[lookBackPeriod]
• newToBrandCustomerRate — share of customers that had not purchased [Brand Name] products in the last 12 months but did so in the [lookBackPeriod]
• newToBrandCustomerRateCategoryMedian — share of customers that had not purchased peer median products in the last 12 months but did so in the [lookBackPeriod]
• newToBrandCustomerRateCategoryTopPerformers — share of customers that had not purchased an average of the top 95th-99th percent of peers' products in the last 12 months but did so in the [lookBackPeriod]
• brandedSearchesOnly — shoppers that searched for [Brand Name] but did not further engage or purchase from [Brand Name] and [categoryNodePath] in the [lookBackPeriod]
• brandedSearchesCategoryMedian — shoppers that searched for the peer median but did not further engage or purchase from peer median and [categoryNodePath] in the [lookBackPeriod]
• brandedSearchesCategoryTopPerformers — shoppers that searched for the avg. of the top 95th — 99th percent of peers and [categoryNodePath] but did not further engage or purchase from the Top Performers in the [lookBackPeriod]
• viewedDetailPageOnly — shoppers that viewed detail page only of [Brand Name] in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageCategoryMedian — shoppers that viewed the detail page only of peer median in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageCategoryTopPerformers — shoppers that viewed the detail page only of avg. of the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageOnlyReturnOnEngagement — The average number of sales per customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• viewedDetailPageROECategoryMedian — The average sales of each customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• viewedDetailPageROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViews — shoppers that searched brand and viewed the detail page of [Brand Name] in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsCategoryMedian — shoppers that searched brand and viewed the detail page of peer median in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsCategoryTopPerformers — shoppers that searched brand and viewed the detail page of avg. of the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViewsROECategoryMedian — The average sales of each customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViewsROECategoryTopPerformers — The average amount of sales each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCarts — shoppers that added [Brand Name] to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsCategoryMedian — shoppers that added the peer median to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsCategoryTopPerformers — shoppers that added the avg. of the top 95th — 99th percent of peers to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCartsROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCartsROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• brandCustomers — 0%-90% of sales contributing shoppers for [Brand Name] who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersCategoryMedian — 0%-90% of sales contributors for the peer median who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersCategoryTopPerformers — 0%-90% of sales contributors for avg. of the top 95th — 99th percent of peers who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandCustomersROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandCustomersROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• high-value customers — top 10% of sales contributing shoppers for
• highValueCustomersCategoryMedian — top 10% of sales contributing shoppers for peer median in [categoryNodePath] in [lookBackPeriod]
• highValueCustomersTopPerformers — top 10% of sales contributing shoppers for the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• highValueCustomersReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• highValueCustomersROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• highValueCustomersCategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• awarenessIndex — Awareness Index measures actual on-Amazon audience signals reflecting awareness for your brand in the short and long term across the entire on-Amazon audience. The percentile lets you know how your brand's awareness activity compares to your peers.
• considerationIndex — Consideration Index measures actual on-Amazon audience signals reflecting consideration for your brand in the short and long term across the entire audience. The percentile lets you know how your brand's consideration activity compares to your peers.
• salesIndex — Sales Index represents actual on-Amazon sales in the short term and long term across the whole on-Amazon audience. The percentile lets you know how your sales compare to your peers.

Who Is Eligible For Amazon Brand Metrics?

Brand Metrics is available in beta to professional sellers enrolled in Amazon Brand Registry and vendors selling Amazon products in the following markets: United States, Canada, United Kingdom, Germany, France, Italy, Spain, and Japan. Please note that Brands with less than 20 orders a month will not have access to Brand Metrics.

Amazon Brand Analytics Report Data Automation

Openbridge allows Amazon sellers to streamline the data management process by automating Amazon Brand Analytics API integrations and storing data in a unified data warehouse. This service saves sellers time manually downloading reports and reduces errors in merging and tracking downloaded reports.

Automation eliminates manual download wrangling, ensuring up-to-date and accurate data straight from Amazon APIs. With data stored in a unified data warehouse like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena, you can combine different Amazon reports is easier to gain a more holistic view of the business.

The automated, streamlined process enables sellers to access all their important data in one private, trusted destination. Your team can then leverage best-in-class analytics and business tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight.

Sign up for a 30-day free trial of our Brand Analytics Amazon Insights Report automation.

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Brand Analytics Amazon: Insights To Optimize Sales Performance was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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Amazon Brand Metrics: Automated Reporting

Get direct, automated access to Amazon new to brand metrics, engagement, conversion, etc.

As an Amazon seller or vendor, understanding your brand’s performance at each customer journey stage is crucial to your success. Only recently, measuring this impact was challenging for many Amazon sellers and vendors. However, with Amazon Brand Metrics, a new measurement solution, sellers and vendors can better understand their brand’s performance on Amazon.

Why do Amazon Brand Metrics Matter?

Brand Metrics provides a comprehensive view of your brand’s performance on Amazon, allowing you to quantify opportunities at each stage of the customer journey. With the ability to access Awareness and Consideration indices, you can compare your performance to peers using models predictive of consideration and sales. As a result, Brand Metrics provide valuable insights into your brand’s performance and opportunities for improvement.

What are the benefits of using these metrics?

One of the most significant benefits of Brand Metrics is that it quantifies the number of customers in the awareness and consideration marketing funnel stages. This means that you can track and measure the impact of your brand on the customer journey, allowing you to optimize your marketing efforts and drive more sales.

Brand Metrics is built at scale to measure all shopping engagements with your brand on Amazon, not just ad-attributed engagements. This means you can gain insights into all interactions with your brand, including organic search results, product detail pages, and more. By capturing data from all shopping engagements, Brand Metrics provides a more accurate and comprehensive view of your brand’s performance on Amazon.

In addition to measuring shopping engagements, Brand Metrics include critical shopping engagements at each stage of the shopping journey, along with the Return on Engagement. This enables you to measure the historical sales following a consideration event or purchase, providing a clearer picture of the impact of your brand on the customer journey.

What metrics are available?

Amazon Brand Metrics offers access to various metrics that help you understand your brand’s performance at each customer journey stage. Below are some example metric types available in the data:

• Customer Conversion Rate: This metric tells you the percentage of customers who convert after engaging with your brand. You can compare your conversion rate to the category median and top performers to see how you stack up against your competitors.
• Engaged Shopper Rate: This metric measures the percentage of shoppers who engage with your brand after viewing your product. Like the conversion rate, you can compare your engaged shopper rate to the category median and top performers.
• New-To-Brand Customer Rate: This metric tells you the percentage of new customers to your brand. It can help you understand how successful you are at acquiring new customers and building brand loyalty.
• Branded Searches Only: This metric tells you how many customers searched for your brand specifically rather than using generic search terms. You can compare this to the category median and top performers to see how well your brand is recognized.
• Viewed Detail Page Only: This metric measures the number of times customers viewed your product detail page without taking any further action. You can compare this to the category median and top performers to see if your product pages are engaging enough to convert viewers into customers.
• Add to Carts: This metric tells how many customers added your product to their shopping cart. You can compare this to the category median and top performers to see if your product is competitive in converting viewers into buyers.
• Brand Customers: This metric tells you how many customers are loyal to your brand. You can compare this to the category median and top performers to see how well your brand retains customers.
• High-Value Customers: This metric tells you how many customers are high value, meaning they spend more than the average customer. You can compare this to the category median and top performers to see how well your brand appeals to high-value customers.

How to use Amazon Brand Metrics to optimize Advertising efforts?

Brand awareness in the category

Shoppers aware of your brand or products are those who searched for your brand but didn’t engage or make purchases from your brand in the selected timeframe and category.

These shoppers may engage with your brand in a different category from the one selected for your report. They may also be checking other brands and products. Driving engagement from these brand searches can help increase return on engagement.

Advertising strategies

• Create a Sponsored Brands campaign and bid for the top of a search on branded terms.
• Create a Sponsored Display campaign with product targeting. This can promote your product among relevant audiences browsing for products outside your category.
• Create a Sponsored Display campaign and use prebuilt Amazon audiences across Lifestyles and Interests. This helps build brand recognition and engage relevant audiences. Your ads may appear across different pages, such as the Amazon homepage and product details pages. Your ads can also be configured to reach audiences off Amazon across third-party websites.

Shopping experience strategies

Create a Post for your brand. Posts are a way to share your brand content on Amazon at no cost and as often as you’d like.

Product listing optimizations

Check your product headlines and optimize the description to ensure customers can learn about your product while shopping.

Shopper consideration in the category

Shoppers who are considering your brand or product are grouped into one of 3 engagement types:

1. Viewing your product detail page.
2. Searching for your brand and visiting your product detail page.
3. Adding an item from your brand to the cart.

As you review the return on engagement for each group of different engagement types, you’ll notice higher and lower values. The return on engagement for your brand will likely increase as shoppers with no explicit brand intent move from the detail page views only to brand searches.

The same occurs with shoppers with brand intent who move from detail page view to add to cart. This happens because both groups of shoppers are moving closer to purchase and are more likely to generate sales over the next 12 months.

Advertising strategies

• Create a Sponsored Brands campaign to display your ad at the top of search results.
• Create a Sponsored Products campaign to promote key brand products within search results.
• Create a Sponsored Display campaign and use Amazon Audiences to focus on your exact product or similar products.

Shopping experience strategies

• Create a Store for your brand. Creating a Store is free, and no design experience is required. You can use predesigned templates to create a Store that fits your brand and spotlights your best-selling products.
• Create a Post for your brand. Posts are a free way to share your brand content on Amazon.

Product listing optimizations

• Create A+ content on your detail pages to tell your brand story.
• Include product videos on your detail page.
• Consider price promotions.

Brand purchases in the category

Customers who purchased from your brand are divided into two groups:

1. Customers are purchasing from your brand.
2. Customers who drive the top 10% of sales or customers who have chosen Subscribe & Save.

Increase value for your brand by helping to drive more sales, moving customers from single to repeat purchases, and increasing the percentage of new-to-brand customers.

Advertising strategies

• Create Sponsored Brands and Sponsored Products campaigns and bid for the top of a search on branded terms.
• Create a Sponsored Display campaign and use product targeting. This can help promote or cross-sell your product among audiences actively browsing your products.
• Create a Sponsored Display campaign and use views remarketing. This can help to reengage with audiences who viewed your product detail pages but haven’t purchased your advertised products or similar products in the past 30 days.

Shopping experience strategies

• Create a Store for your brand. Creating a Store is free, and no design experience is required. You can use predesigned templates to create a Store that fits your brand and spotlights your best-selling products.
• Create a Post for your brand. Posts are a way to share your brand content on Amazon at no cost.

Product listing optimizations

• Make sure that your products are in stock and ready to ship.
• Set up Subscribe & Save to make it easier for customers to repeat purchases.

How to access the reports? Manual report downloads or API Automation?

Openbridge allows Amazon sellers and vendors to streamline the data management process by automating Amazon Brand Metrics report API integrations and storing data in a unified data warehouse. This service saves sellers time manually downloading reports and reduces errors in merging and tracking downloaded reports.

Automation eliminates manual download wrangling. Teams ensure they get up-to-date and accurate data from official, certified Amazon APIs. With data stored in a unified data warehouse like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena, you can combine different Amazon reports is easier to gain a more holistic view of the business.

The automated, streamlined process enables sellers and vendors to quickly access all their brand data in one private, trusted destination. Your team can then leverage best-in-class analytics and business tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight.

Get Started Automating Amazon Brand Metrics — For Free

Whether you’re an Amazon seller or vendor, Brand Metrics provides a comprehensive view of your brand’s performance on the platform, enabling you to make data-driven decisions to improve your performance and stay ahead of the competition. Automation accelerates the speed at which your team can access this data and deliver insights-driven growth and profit.

Sign up for a 30-day free trial of our Amazon Brand Metrics Report automation.

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Amazon Brand Metrics: Automated Reporting was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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