Launch announcement
Branded Searches Metric Enhancements
October 1, 2025
What launched?
Beginning October 1, 2025, Amazon Ads is improving how branded searches are identified in attribution. Enhanced brand matching helps Amazon better recognize when shoppers are searching for advertisers’ products, helping to capture more accurate brand associations across all regions. Advertisers may notice new trends in their branded search metrics after this update. These improvements will be reflected in Amazon Marketing Cloud (AMC) standard attribution reporting, and will extend to custom analysis once updates are completed.
| Metric | Description | |
| 1 | Branded searches | The number of times shoppers searched for a brand promoted in the campaign, attributed to an ad interaction. |
| 2 | Branded searches from clicks | The number of times shoppers searched for a brand promoted in the campaign, attributed to an ad click. |
| 3 | Branded searches from views | The number of times shoppers searched for a brand promoted in the campaign, attributed to an ad view. |
| 4 | Branded search rate | The rate of branded searches relative to ad impressions. Branded search rate = branded searches / impressions |
| 5 | Cost per branded search | The average cost to acquire a branded search conversion. Cost per branded search = total cost / branded searches |
Why is it important?
Branded search metrics help advertisers understand how their advertising drives brand awareness and discovery on Amazon. These updates improve how Amazon Ads identifies brand-specific searches when a shopper uses a brand name, trademark, or common variations like abbreviations and misspellings in their search. The enhanced system provides advertisers with more comprehensive insights into how their advertising efforts influence shoppers to seek out their brands’ products.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: United Kingdom, Germany, Spain, France, Italy, Belgium, Poland, Turkey, Netherlands, Sweden, Ireland, Denmark,
- Middle East: Egypt, United Arab Emirates, Saudi Arabia
- Asia Pacific: Australia, Japan, India, Singapore
Who can use it?
Registered vendors, sellers, managed-service, self-service advertisers with campaigns on Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP. These metrics are not available for Sponsored Products.