Brand impression share is a valuable metric on Amazon. But it's important not to solely rely on it for budget decisions. Instead, align your goals, consider external media campaigns, and allocate a percentage of your budget for branded coverage. Thanks, Destaney.

Destaney Wishon

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Amazon Brand Impression Share Dashboard

Are you protecting your brand’s home turf?!

Amazon’s Brand Impression Share dashboard tells us just that.

"Brand impression share shows the top-of-search impression share (IS) for your brand terms over time. It measures the percentage of top-of-search impressions your ad campaigns receive out of the total impressions they could actually receive." - Amazon Advertising Console

But, is this needed??

🛑 Let’s hit the breaks a little bit here 🛑


I love this tool, and I think it is a great addition to Brand Metrics,
BUT I want to caution brands from making bad budget decisions based on this data.

IF you are on a set budget, I would NOT recommend spending all of your dollars on branded defense.

 🫵

Instead, identify your goals, align your external media campaigns, and then create a set % that you are willing to spend on branded coverage.

Why?

Well check out the video below ⬇️