Amazon adds Brand Store page views metric for Sponsored Brands

Amazon Advertising introduced a metric on November 3, 2025, that measures Brand Store page views attributed to Sponsored Brands campaigns. The metric became available in Campaign Manager for advertisers with Sponsored Brands campaigns linked to Brand Stores, according to the announcement.

The Brand Store page views metric tracks the total number of Brand Store pages viewed following exposure to Sponsored Brands advertisements. Historical data extends to September 15, 2025, enabling advertisers to analyze two months of performance. Advertisers access the metric through customizable columns in Campaign Manager, where it appears alongside existing performance indicators including clicks, sales, and return on ad spend.

Amazon positioned the metric as addressing a measurement gap between advertising investment and brand engagement. Sponsored Brands campaigns serve multiple objectives beyond immediate conversions. The ability to quantify Brand Store visits creates a connection between upper-funnel brand awareness advertising and shopper engagement within curated brand environments.

Brand Stores function as dedicated storefronts within Amazon's marketplace where brands showcase product collections, tell brand stories, and organize inventory across multiple categories. Unlike product detail pages that focus on individual items, Brand Stores provide brands with creative control over layout, imagery, and content hierarchy. The new metric quantifies traffic to these properties specifically from Sponsored Brands advertisements.

The measurement capability fills a gap in Amazon's attribution reporting ecosystem, which Amazon has systematically expanded throughout 2024 and 2025. The company enhanced branded search tracking across Amazon DSP and attribution platforms in October 2025 with improved matching logic that captures searches using abbreviations, descriptive terms, and spelling variations. That development addressed how campaigns influence shoppers to actively search for brands beyond immediate conversion actions.

Attribution tracking matters increasingly in retail media as advertisers demand comprehensive measurement spanning awareness, consideration, and conversion stages. Amazon's advertising business generated $17.7 billion in the third quarter of 2025, representing 22% year-over-year growth. That expansion occurred as Amazon systematically reduced technical barriers to platform adoption while enhancing measurement capabilities across its advertising portfolio.

Amazon consolidated sponsored ads and Amazon DSP into a unified Campaign Manager platform on November 10, 2025, seven days after announcing the Brand Store page views metric. The integrated interface provides cross-channel visibility combining sponsored products, Sponsored Brands, and programmatic display campaigns. Advertisers can now analyze how Amazon DSP exposure contributes to Brand Store visits alongside Sponsored Brands performance within a single workspace.

The Brand Store metric complements existing measurement capabilities Amazon introduced earlier in 2024. The platform added three Brand Store metrics in February 2024 through the Brand Stores Insights dashboard: average bounce rate, average dwell time, and new-to-store visitors. Those metrics measure on-site engagement after visitors arrive, while the new Sponsored Brands metric quantifies the advertising touchpoints driving initial visits.

Advertisers operating Sponsored Brands campaigns can utilize the metric without additional configuration. The measurement operates through Amazon's attribution infrastructure, which connects advertisement exposure to subsequent shopping behaviors across desktop and mobile platforms. Implementation requires only that campaigns link to Brand Stores rather than directing traffic to product detail pages or other destinations.

The reporting API includes the metric through a new parameter labeled "Brand Store page views (BSPV)" according to technical documentation. API access enables automated reporting and integration with third-party advertising management platforms. Advertisers building custom dashboards or utilizing enterprise marketing analytics tools can incorporate Brand Store visit data alongside other performance indicators through standard reporting calls with no modifications to existing API functionality.

Geographic availability spans 29 countries across six regions. North American markets include the United States, Canada, and Mexico. South America coverage extends to Brazil. European availability encompasses Germany, Spain, France, Italy, United Kingdom, Sweden, Belgium, Switzerland, Poland, Austria, Netherlands, Finland, Norway, Ireland, Denmark, and Luxembourg. Middle Eastern markets include Turkey, United Arab Emirates, Saudi Arabia, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific regions cover India, Japan, Australia, New Zealand, China, and Singapore.

Measurement methodology matters significantly for performance evaluation and budget allocation decisions. The attribution window for Brand Store page views follows standard Sponsored Brands attribution parameters, though Amazon did not specify exact timeframes in the announcement. Attribution windows determine how long after advertisement exposure a Brand Store visit receives credit, affecting reported results and campaign optimization signals.

Sponsored Brands campaigns serve distinct functions within Amazon's advertising portfolio compared to Sponsored Products or Sponsored Display formats. The advertising format prioritizes brand awareness and consideration rather than immediate product conversions, appearing in prominent positions including top-of-search placements where they feature brand logos, custom headlines, and multiple products. That positioning makes Sponsored Brands particularly relevant for new product launches, seasonal campaigns, and brand-building initiatives where immediate conversion metrics provide incomplete performance pictures.

Amazon has systematically expanded Sponsored Brands capabilities throughout 2024 and 2025. The platform introduced reserve share of voice for branded search in October 2025, enabling advertisers to secure top-of-search placements at fixed prices rather than competing through auctions. Cost control optimization launched in August 2024, allowing advertisers to set cost-per-click parameters while machine learning systems optimize delivery.

The metric arrives as retail media measurement evolves toward comprehensive attribution spanning multiple touchpoints. Macy's integrated Amazon's retail advertising technology for Sponsored Products in early November 2025, demonstrating how Amazon's measurement and targeting capabilities extend beyond its own marketplace. That development reflected broader industry trends where retailers leverage Amazon's advertising infrastructure while maintaining direct customer relationships within their own digital properties.

Brand Store page view measurement benefits advertisers pursuing brand-building objectives distinct from immediate conversion goals. A shopper viewing multiple Brand Store pages demonstrates higher engagement than someone clicking an advertisement but immediately bouncing. The metric provides visibility into whether Sponsored Brands campaigns successfully move shoppers from advertisement exposure into brand exploration behaviors that often precede purchase decisions by days, weeks, or months.

Campaign optimization using Brand Store page views requires contextual understanding beyond raw numbers. High page view counts with low conversion rates might indicate compelling brand content that fails to drive immediate purchases, or successful awareness campaigns reaching early-stage shoppers. Low page view counts despite strong conversion performance could signal effective bottom-funnel targeting where shoppers already understand brand offerings. Interpretation depends on campaign objectives and funnel stage.

Amazon's measurement ecosystem now encompasses immediate conversions, branded search activity, and Brand Store engagement across its advertising portfolio. The company expanded Amazon Marketing Cloud's data lookback window to 25 months in November 2025, enabling year-over-year performance analysis incorporating multiple attribution signals. These capabilities position Amazon's measurement infrastructure as increasingly sophisticated compared to alternatives lacking direct visibility into post-click shopping behaviors.

Competitive implications extend beyond Amazon's marketplace. Retail media networks operated by Target, Walmart, Kroger, and dozens of other retailers compete for advertising budgets previously concentrated in search and social platforms. Measurement capabilities differentiating retail media from traditional digital advertising include direct transaction attribution, closed-loop measurement connecting advertisement exposure to purchases, and first-party data enabling precise audience targeting without third-party cookies.

The Brand Store metric becomes available as Amazon accelerates artificial intelligence integration across its advertising infrastructure. The company launched free AI prompts for Sponsored Products and Sponsored Brands on November 11, 2025, automatically generating conversational advertisement variations using first-party signals from detail pages and Brand Stores. That development suggests Amazon increasingly views Brand Store content as foundational data informing automated creative optimization and shopper engagement strategies.

Timeline

• September 15, 2025: Historical data collection begins for Brand Store page views metric
• November 3, 2025: Amazon announces Brand Store page views metric for Sponsored Brands campaigns
• November 10, 2025: Amazon unifies DSP and sponsored ads in Campaign Manager platform
• November 11, 2025: Amazon launches AI prompts for Sponsored Products and Sponsored Brands
• October 2025: Amazon enhances branded search tracking across attribution platform
• August 2024: Amazon introduces cost control optimization for Sponsored Brands
• February 2024: Amazon adds bounce rate, dwell time, and new visitor metrics to Brand Stores

Summary

Who: Amazon Advertising introduced the metric for advertisers with Sponsored Brands campaigns linked to Brand Stores, including vendors and registered sellers across 29 countries spanning North America, South America, Europe, Middle East, and Asia Pacific regions.

What: The Brand Store page views metric measures total Brand Store pages viewed and attributed to Sponsored Brands campaigns, accessible through Campaign Manager's customizable columns and reporting API with the parameter "Brand Store page views (BSPV)."

When: Amazon announced the metric on November 3, 2025, with historical data availability beginning September 15, 2025, providing approximately two months of retroactive performance information for campaign analysis.

Where: The metric appears in Campaign Manager alongside existing Sponsored Brands performance indicators and through the reporting API, available across Amazon's advertising infrastructure in 29 markets spanning six global regions.

Why: Amazon positioned the metric as creating connections between Sponsored Brands advertising investment and Brand Store engagement, addressing measurement gaps for brand-building campaigns where immediate conversion metrics provide incomplete pictures of advertising effectiveness and shopper behaviors preceding purchase decisions.