Amazon Brand Metrics is a free measurement report in the Amazon Ads console, for brands enrolled in Brand Registry, that shows how many shoppers in a category are in the awareness, consideration and purchase stages for your brand, how those shopper groups engage over time, and what a shopper in each stage is worth in sales over the following year.
Amazon counts shoppers, not clicks, and sorts them by what they did with your brand in a category over a chosen period. Awareness covers shoppers who saw or searched for the brand but did not engage; consideration covers those who viewed a detail page or searched for the brand; purchase covers those who bought, split into new, repeat and top-tier customers. For each stage Amazon shows the number of shoppers and how it compares with the category median and the top performers.
Two derived numbers matter. Shopper engagement rate is the share of shoppers in the category who considered or bought your brand, against the category median. Return on engagement is the average sales, over the next twelve months, from a shopper who reached a given stage, which lets you put a rupee value on an engagement that did not convert today.
Worked example: in the water bottles category your brand shows 40,000 shoppers in consideration and a return on engagement of ₹180 for that stage. A campaign that moved 5,000 extra shoppers into consideration is, on Amazon's model, worth about ₹9,00,000 of sales over the year, even if this month's ACoS on that campaign looked poor.
Brand Metrics is category level and brand level. It does not show keywords, campaigns, ACoS or ASINs, and it lags by days. It is a strategy report read monthly, not an optimisation report read weekly. For campaign-level work you still need the search term report, the placement report and, for keyword share, Search Query Performance. Blooprint's glossary on blooprint.in explains Sponsored Brands, the ad type Brand Metrics is most often used to defend.
It is also only as good as your category assignment. A brand listed in a broad category is compared with everyone in it; check the category Amazon has chosen before trusting the medians.
The campaign-level metric that measures the same idea, one order at a time.
Learn more →Keyword-level share data for the same Brand Registry brands.
Learn more →The ad type Brand Metrics is built to evaluate.
Learn more →Amazon and Flipkart spend, sales and ACoS in one dashboard with Excel export.
Learn more →Brand Metrics is a free Amazon Ads report for Brand Registry brands. It counts shoppers in a category at the awareness, consideration and purchase stages for your brand, compares you with the category median and values each stage in future sales.
Brands enrolled in Amazon Brand Registry with an Amazon Ads account. It appears under measurement and reporting in the Ads console; sellers without Brand Registry do not see it.
The average sales Amazon expects over the next twelve months from a shopper who reached a given funnel stage. It puts a value on a detail page view or brand search that did not convert immediately.
No. New-to-brand is a campaign-level metric that flags orders from shoppers who had not bought the brand in the past year. Brand Metrics is a category-level funnel view of all shoppers, advertised or not.
Amazon exposes Brand Metrics through the Amazon Ads API for eligible advertisers, which is how some tools show it. BlooprintAI reports campaign-level data and does not display Brand Metrics.
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