Brand awareness

When brands talk about “increasing traffic,” they refer to customers who take an action online to visit a product page or some other resource that exists on a brand’s site. Driving traffic can result from a call to action the brand has provided, ads that create intrigue or interest, or simply following a related link.

Driving traffic is important because it’s the step on the customer journey that brings customers to a brand’s product. By driving traffic to a brand’s site, a customer can learn more about the brand or the product that interests them, or even purchase the product.

Traffic can be increased in a number of ways, including brand awareness campaigns, on-page advertising, or calls to action. Amazon Ads offers solutions that help brands reach new customers, including the ones mentioned above.

The most common way to measure traffic is through traffic reports that tell a brand how many people have visited their page. More in-depth reporting—beyond page views—includes Store visitors, unique visitors, Store page views, and sales generated from your Store.

Brand awareness is a customer’s knowledge, perception, and familiarity with a brand. A customer’s perception of a brand is based on a range of inputs over time. Companies build brands by delivering a consistent message and experience across touchpoints. That consistency, including the repetition of messaging and experience, is fundamental to making your brand memorable, which is key to building brand awareness.

Brand awareness is important because it helps your brand become top of mind with potential customers when they begin to consider purchase decisions. Though the purchase journey is not linear, the traditional marketing funnel still provides a useful visualization and demonstrates the importance of awareness. Brand awareness is often the beginning of that purchase journey.

Companies use a range of techniques to increase awareness for their brands, such as promotions, social media campaigns, influencer programs, and, most notably, brand advertising. Many of the ad solutions listed above can help increase brand awareness.

There are a number of key performance indicators that help measure brand awareness, including ad recall and frequency. Amazon Ads offers several ways to measure brand awareness, such as new-to-brand metrics. Knowing that many non-Amazon channels play a role in the customer journey, you can gain visibility into how audiences discover your products with Amazon Attribution. Amazon Ads also offers advanced measurement solutions, including Brand Lift studies, campaign metrics, and creative testing.

Amazon Brand Registry helps you protect your intellectual property (IP), manage your listings, and grow your business—regardless of whether you sell in the Amazon store—for free. You know your brand and IP the best. Simply enroll in Brand Registry, and share information about your brand. We’ll give you peace of mind by activating proactive protections that help stop bad listings and bad actors. Click here to get started.