Operator glossary
Brand Metrics (Amazon Ads)
Amazon's funnel scoreboard for your brand inside a category — awareness and consideration indices, engagement counts, and category benchmarks that locate you against the field.
Brand Metrics quantifies how many shoppers sit in each stage of your brand's funnel within a category — aware, considering, purchased — using search, view, and purchase behaviors, then benchmarks you against category medians and top performers.
Its value is direction, not precision: watching your consideration count and engaged-shopper rate trend against the category tells you whether upper-funnel work (Sponsored Brands video, Stores, DSP) is compounding, quarters before it shows in last-click ACoS. Treat the indices as a trendline to move, not a number to worship.
The numbers
- Funnel stages measured: awareness, consideration, purchased — with shopper counts and engagement rates.
- Benchmarked against category median and best-in-class; free within the ads console.
Primary sources: Amazon Ads guides
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