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.
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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)
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This answers the question "Are more people looking for us?" This is where you see if your ads are working.
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Branded Search Rate:
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• 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.

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Cost Per Branded Search:
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• 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).
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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):
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• 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:
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• 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
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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.
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When more people search for your brand and your store sales rise, it shows your brand-building is working.
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This report also shows you what's wrong.
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If brand searches are up but Store sales are low, your ads are working, but your Store page needs to be fixed.
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If your Store sales are high, but brand searches aren't growing, it means your Store is doing a great job.
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Your ads just need to focus on finding new customers. This is how you stop guessing.
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The path from "knowing your brand" to "making a sale" is now easy to see in your reports.