Many e-commerce businesses face a common challenge: investing significant resources in brand promotion while struggling to accurately measure the actual value derived from marketing campaigns. In the competitive landscape of cross-border e-commerce, brand strength has become a decisive factor for success. However, quantifying the effectiveness of brand-building efforts remains a persistent obstacle for sellers.
Amazon sellers now have a smarter solution. The newly introduced "Brand Metrics (Beta)" feature helps cut through the uncertainty, providing precise insights into brand performance to ensure every marketing dollar delivers measurable impact.
What Are Brand Metrics? Solving Three Key Marketing Challenges
"Brand Metrics (Beta)" is an innovative solution developed by Amazon to help sellers quantify their brand's influence throughout consumers' purchasing journeys. By tracking customer interactions at different stages, it reveals the effectiveness of brand marketing campaigns and provides optimization recommendations. Essentially, it addresses three critical questions:
- Marketing effectiveness: How to scientifically measure the actual value generated by promotional activities?
- Competitive analysis: How do competing brands' strategies affect your brand's performance?
- Optimization opportunities: Which areas are performing well, and where is there room for improvement?
More importantly, Brand Metrics (Beta) evaluates five key dimensions to help sellers identify potential growth opportunities and refine their strategies accordingly:
- Brand awareness: Measures how familiar consumers are with the brand.
- Brand consideration: Assesses the likelihood of consumers including the brand in their purchase decisions.
- Purchase intent: Analyzes the probability of consumers ultimately choosing the brand's products.
- Brand loyalty: Evaluates consumers' willingness to make repeat purchases.
- Engagement metrics: Precisely measures the value of consumer interactions with the brand.
For example, engagement metrics track whether consumers generate additional sales within 12 months after their initial purchase. This provides robust data to quantify the long-term impact of brand marketing, helping sellers optimize advertising campaigns more effectively and strengthen brand equity.
The Three Stages of the Consumer Journey: Refining Brand Strategy
Consumers typically progress through three key stages—awareness, consideration, and purchase—before becoming loyal customers. Brand Metrics provides tailored insights for each phase, enabling sellers to refine their approach at every step.
1. Awareness Stage: Expanding Brand Reach
The awareness stage is crucial for attracting potential customers. Here, the primary goal is increasing brand visibility so consumers recognize and actively search for the brand. Key metrics to monitor include:
- Customer engagement rate: Measures how frequently consumers interact with the brand (e.g., viewing product pages, clicking ads).
- Customer conversion rate: Evaluates efficiency in turning prospects into buyers.
- Percentage of new customers: Reflects the proportion of first-time buyers, indicating the brand's ability to attract new audiences.
2. Consideration Stage: Driving Purchase Decisions
During the consideration phase, consumers actively browse and compare products before making a purchase. Three key interaction behaviors are critical:
- Product detail page views: Measures interest in individual product listings.
- Brand searches followed by product views: Tracks how often consumers find products via brand-specific searches.
- Add-to-cart actions: Reflects purchase intent.
Brand Metrics provides two key indicators for these behaviors— consumer count and return on engagement (ROE) —helping sellers gauge performance and adjust strategies.
Case Study: Optimizing the Consideration Phase
If a brand performs well in product detail page views (matching or exceeding category benchmarks), it can maintain current tactics such as:
- Using Sponsored Brands to showcase products at the top of search results.
- Leveraging Display Ads for cross-selling through audience and product targeting.
- Enhancing Brand Stores and Posts (Beta) to boost purchase intent.
If performance lags in brand searches and product views, sellers might:
- Experiment with Sponsored Brands video ads for more engaging content.
- Highlight bestsellers prominently in their Brand Store.
For weaker add-to-cart metrics, strategies could include:
- Using Display Ads retargeting to remind consumers to complete purchases.
- Improving product detail pages to emphasize key features.
- Hosting Amazon Live sessions to engage shoppers interactively.
3. Purchase Stage: Cultivating Brand Loyalty
Post-purchase consumers represent a brand's most valuable asset, with high potential for repeat purchases. To foster loyalty, sellers should focus on two groups:
- Top 10% purchasers and Subscribe & Save customers: Core users who drive significant revenue and exhibit strong loyalty.
- Other brand purchasers: Buyers who may still explore competing brands, requiring efforts to reduce churn.
Brand Metrics provides volume and ROE data for these segments, enabling sellers to refine retention strategies. Potential sales can be estimated using:
Potential Sales = Conversion Rate × Consumer Count × ROE
Based on these insights, sellers can adjust campaigns by:
- Using Display Ads purchase retargeting to encourage repeat purchases.
- Enriching Brand Store subpages for better user experience.
- Creating discovery opportunities via Posts (Beta) , sharing brand stories and new product highlights.
Ultimately, the purchase phase focuses on deepening customer relationships, increasing new buyer percentages, and converting one-time purchasers into loyal advocates for sustained brand growth.