Summary
Amazon have launched New-to-brand metrics for Sponsored Display product targeting and audiences to vendors and sellers registered in the Amazon advertising console.
Propel Your Product’s view
Amazon continue to develop their Display Advertising function with the addition of New To Brand (metric). This metric has been available in Sponsored Brand campaigns and informs advertisers whether the customer is new to their brand (i.e. not a repeat customer) so brands can identify if the advertising is expanding their customer base. This a useful metric for brands that have an existing customer base and are looking to expand into new customer segments.
Key Details
Announcement: 30th September 21
Effective Date: 30th September 21
Feature: Amazon Advertising
Type: Display Advertising
Regions: Germany, Spain, France, Italy, United Kingdom, Netherlands
Accounts: Seller and Vendor Accounts
Customer Benefit: Low
Seller Benefit: Low
Impact For Effected Sellers: Low
Most Effected Sellers: Sellers who have a growing brand and are trying to expand their customer base using Display Advertising will find it easier to measure effectiveness of their campaigns.
Important: Sponsored Display audiences campaigns on average see up to 82% of sales driven by new-to-brand customers.
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Full Announcement
Here’s Amazon’s full announcement below (links in this post may require a relevant Seller Account):
Sponsored Display new-to-brand metrics available for product targeting and audiences
30 September 2021
What’s been launched?
New-to-brand metrics are now available for Sponsored Display product targeting and audiences to vendors and sellers registered in the Amazon advertising console in CA, DE, ES, FR, IT, JP, the UAE, the UK and the US. These new metrics are also available through the Amazon Ads API. For more information on the API, see our release notes.
Why is it important?
A new customer order is a key step in establishing a long-term brand relationship with a customer. New-to-brand metrics enable you to measure product orders and sales generated from first-time customers. With these metrics, you can better measure and optimise active campaigns as well as plan future marketing strategies to help drive customer acquisition and brand loyalty. An order is considered new to your brand if the shopper hasn’t purchased from your brand in the past 12 months. Sponsored Display audiences campaigns on average see up to 82% of sales driven by new-to-brand customers1. For a full list of metrics and definitions, visit our Support Centre.
1 Amazon internal, February 2021
Where is the feature available?
- North America: United States, Canada, Mexico
- Europe: Germany, Spain, France, Italy, United Kingdom, Netherlands
- Middle East: United Arab Emirates
- Asia Pacific: Japan, India, Australia
Who can use it?
- Vendors
- Sellers
Where do I access it?
- Advertising console
- Amazon Advertising API
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