Branded Search Rate: How to Prove Brand Growth on Amazon

How do you prove your brand-building is actually driving sales on Amazon?

It used to be a challenge, relying mostly on guesswork.

Now, the proof is easy to see in Amazon's own data.

You just have to connect your Ad and Store reports.

Here’s how to build this report and show that it's working.
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Part 1: Brand Recall (Ad Reports)
This answers the question "Are more people looking for us?" This is where you see if your ads are working.

‍Branded Search Rate:

• What it is: Are more shoppers searching for your brand name over time?
• Its Value: This is the main way to see if people know your brand.

Cost Per Branded Search:

• What it is: How much does it cost to get someone to search for your brand?
• Its Value: This shows if your ad spending is worth it.
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‍Part 2: Brand Conversion (Store Reports).
This answers: 'Does our brand's 'home page' turn visitors into buyers?' It’s how you measure if your Brand Store is actually selling.
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Store Click-Through Rate (CTR):

• What it is: Are visitors clicking on your products when they land on your Store?
• Its Value: This shows if your main page and product groups are working.
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Store Conversion Rate:

• What it is: Are those shoppers who clicked actually buying?
• Its Value: This shows that brand interest is turning into real sales.
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Connecting The Dots for Your Team

This is where you connect the two reports. When you track these trends on the same timeline, you can see how one thing leads to the other.

When more people search for your brand and your store sales rise, it shows your brand-building is working.

This report also shows you what's wrong.

If brand searches are up but Store sales are low, your ads are working, but your Store page needs to be fixed.

If your Store sales are high, but brand searches aren't growing, it means your Store is doing a great job.

Your ads just need to focus on finding new customers.

This is how you stop guessing.

The path from "knowing your brand" to "making a sale" is now easy to see in your reports.

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