Amazon Brand Metrics provides insights into how your brand is performing within different categories as well as relative to other brands in those categories.
To get started on Brand Metrics, navigate to the Brand Metrics tab on the left of your screen (don't see it? Brand Metrics is only available to brands that are registered in Amazon's Brand registry).
From here you will have the option to choose your brand, lookback window & category:
Note that Amazon does not allow you to view data across all categories that your brand competes in and you need to select a category.
For all available metrics, you will see some with (CM) or category median beside them. This allows you to directly compare your results to other brands in the category.
Shopper engagement rate: Percentage range of shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected timeframe divided by the total shoppers with more than 1 detail page view in the selected category. An engagement includes a shopper viewing your product detail page, searching your brand and viewing detail page, adding to cart, or purchasing.
Return on Engagement: ROE is the average amount spent on Amazon by a customer who takes a certain action in a selected category. Amazon looks back 12 months to find shoppers searching for or engaging with your brand. A data snapshot is taken and shoppers are organized by their actions into awareness, consideration, or purchase segments. For example, if a shopper added an item from your brand to their cart 12 months ago, they would be organized into the "Consideration" segment, as part of the "Add to cart" row. Amazon then records how these shoppers continue to engage with your brand over those 12 months. Some will continue engaging, and ultimately purchasing, while others do not. We measure the total value shoppers in each segment generate for your brand over the 12 months and divide it by the total number of shoppers that started in that segment to provide a historical per shopper engagement value. Use these values as a guide for the potential revenue each type of customer engagement yields for your brand.
Customer Conversion Rate: The percentage of customers who moved from considering your brand to purchasing from your brand within the selected timeframe. Consideration includes a shopper viewing your product detail page, searching your brand and viewing detail page, and/or adding to cart.
Awareness Index: Awareness Index measures actual on-Amazon audience signals reflecting awareness for your brand in the short and long term, across the whole on-Amazon audience, and is refreshed daily and aggregated weekly. The displayed percentile lets you know how the awareness activity for your brand compares to that of your peers.
Branded Searches only: Shoppers that are "aware" of your brand/products, have looked for your brand but did not go on to engage further or make purchases with your brand in that month (in the selected browse node). These groups of shoppers are either engaging with your brand in another category outside of the browse level pulled for the report, or are looking at other brands/products. Driving engagements on these branded searches can help increase their historical sales value.
Consideration Index: Consideration Index measures actual on-Amazon audience signals reflecting consideration for your brand in the short and long term, across the whole on-Amazon audience, and is refreshed daily and aggregated weekly. The displayed percentile lets you know how the consideration activity for your brand compares to that of your peers.
Considering: Shoppers that are "considering" your brand/product have driven one of the three engagement types below. You'll notice as you review the historical sales value for each engagement type there are higher and lower values. As shoppers move from detail page view only (no explicit branded intent) to branded search with a detail page view (branded intent), to add- to-cart, the historical sales value to the brand increases because these groups of shoppers are moving closer to purchase and more likely to generate sales over the next 12 months.
Viewed detail page only: Detail page views are a good first step in the customer journey but they are often the lowest value of the engagement types. Step one is driving detail page views, step two is driving branded intent via branded searches with detail page views, and eventually purchases.
Brand searches and detail page view: The historical engagement value of shoppers that look for your brand and then visit your detail page is normally much higher than customers who visits your detail page without any branded intent. Brands could consider the difference between these two engagement values as part of the value of "branding.” The more a brand can shift the composite of their engagement from detail page views only, to branded search and detail page views the more long term sales they can expect.
Added to cart: Because of how close shoppers are to purchasing at this point, this is the highest intent engagement value. The reason why the historical sales value is high is because we can expect a large % of this group of customers to drive sales over the next 12 months.
Purchased: This is the total number of customers that purchased from a brand over the selected reporting window. We break down customers between "brand customers" and "high-value customers.”
Brand customers: These are customers who may or may not purchase from you again. Some may repeat their purchase over the next 12 months, resulting in additional value generation expected over the next 12 months. By adding the average selling price with the historical sales value you can generate the expected long term value for the next 12 months.
Top 10% and SNS customers: These customers are the top 10% of sales contributors for your brand or customers who have chosen the Subscribe and Save option. Compare the value difference with brand customers to understand if your brand should consider investing in loyalty campaigns. Additionally, review your performance against peers to see how well some do at driving repeat purchases and sales over a 12 month period.