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: