Amazon Adds New Metrics to Help Measure Brand Awareness, Satisfaction

Amazon launched Brand Metrics in Beta in 2021, and this week it announced the availability of four key new metrics to help brands measure their performance on Amazon. The metrics are in graph form “to help you understand and measure your progress on key brand-building objectives,” Amazon explained.

The new Brand Building Metrics are found on the Build Your Brand page. The four key metrics announced this week are as follows:

Branded Search Ratio – measures brand awareness;

Star Rating – indicates average customer satisfaction;

Brand Conversion Rate – measures conversion rate;

Repeat Customer Ratio – measures repeat performance.

Branded sellers can track their metrics, and they can also find recommendations on how to improve them, according to Monday’s announcement on Amazon Seller Central.

Last year, Amazon published the following video about Brand Analytics on the Amazon Seller YouTube channel:

Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.