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, favorability, 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 analyze 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 business days after submission—giving you a fast understanding of ongoing performance.
Privacy by design
The Amazon Shopper Panel is an opt-in program that gives panelists clear explanations about how Amazon will use their reporting. All reporting is anonymized and aggregated.
How do I create a 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 Center for best practices.
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.
FAQs
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.
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.
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.
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 favorably when asked about a brand, compared to a similar group of customers who haven’t see an ad. This helps brands understand how brand awareness, perception, and loyalty are changing over time.
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.
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 Center for best practices.