Measurement and analytics

Amazon Brand Lift

Amazon Brand Lift studies are designed to be an insightful, easy, quick and privacy-safe way for advertisers to quantify the impact of upper- and mid-funnel campaigns.

Why should I use Amazon Brand Lift?

Your brand can use Amazon Brand Lift to measure customer awareness, attitudes, preferences, favourability, intent and ad recall. With participation from the sizable, representative and engaged Amazon Shopper Panel community, Amazon Brand Lift helps provide objective and concrete measurement results.

Detailed insights for your business goals

Amazon Brand Lift allows you to see the overall lift in brand metrics from your ads as well as analyse the aggregated survey results by audience segments including age range, household income, gender identity, ad frequency, ad type and device.

Easy and intuitive reports

Choose which campaign to measure, build the survey questions using pre-populated templates and review your study results on demand. You can also receive results directly through the Amazon Ads API.

Quick turnaround

You can request a study while campaigns are upcoming or in flight, and results are ready in as few as 10 working days after submission – giving you a fast understanding of ongoing performance.

Privacy by design

The Amazon Shopper Panel is an opt-in programme that gives panellists clear explanations about how Amazon will use their reporting. All reporting is anonymised and aggregated.

How do I create an Amazon Brand Lift campaign?

1

Go to Studies in the Amazon DSP console and select “Create study”

2

On the “Create study” page, under “Brand Lift”, select “Continue”

3

Choose orders to study

4

Name your study, products or brands and select benchmark categories

5

Choose questions and objectives

6

Submit your study for review

7

Interpret your study summary

What ad campaigns are eligible for Amazon Brand Lift?

All ad campaigns run through the Amazon DSP are eligible for Amazon Brand Lift. Study feasibility will vary by campaign type (e.g. audio, display, streaming TV). Consult with your account executive or visit the Amazon DSP Help Centre for best practices.

Amazon Brand Lift UI

Who can use Amazon Brand Lift?

Amazon Brand Lift is available to all advertisers running Amazon DSP campaigns (managed service and self-service) in the US, UK and CA. It is also available via Amazon Ads API.

Educational resources

Course

This course provides an introduction to measurement solutions available on the Amazon DSP and how they can support your brand’s growth.

Course icon

FAQs

What is Amazon Brand Lift?

Amazon Brand Lift is Amazon’s first-party brand lift solution, available in the Amazon DSP console. Amazon Brand Lift quantifies the impact of upper- and mid-funnel ad campaigns on key brand objectives like awareness, intent and ad recall.

How much does it cost to use Amazon Brand Lift?

Amazon Brand Lift is free as long as campaigns meet spend and impression minimums. Minimums vary by marketplace; please visit the Amazon DSP or contact your account executive to learn more.

What reports can I expect from Amazon Brand Lift?

Amazon Brand Lift calculates results and generates a report that shows absolute lift, which is the difference between the ad-exposed group’s and control group’s response rate to the qualifying responses for a given question. Results will show a summary of lift for each question, plus a deeper dive on individual questions, including demographic and audience breakouts.

What is a brand lift study?

Brand lift studies help advertisers measure the impact of their ad campaigns on shoppers’ perceptions of their brand. They evaluate whether customers who have seen an ad are more likely to respond favourably when asked about a brand, compared to a similar group of customers who haven’t seen an ad. This helps brands understand how brand awareness, perception and loyalty are changing over time.

How does a brand lift study work?

Brand lift studies use surveys, issued to both an ad-exposed audience and an unexposed control group, to measure the impact of advertising on customer perceptions of your brand.

What products are eligible for Amazon Brand Lift?

All ad campaigns run through the Amazon DSP are eligible for Amazon Brand Lift. Study feasibility will vary by campaign type (e.g. audio, display, Streaming TV). Consult with your account executive or visit the Amazon DSP Help Centre for best practices.