Sellers on online marketplaces such as Amazon.com use a variety of retail and retail media advertising services to improve their brand performance, including awareness, consideration, and revenue. But how can they measure their progress and drive these metrics? For 122,000 brands, we measure Amazon shoppers’ brand awareness, consideration, and purchases and test how they change with ad and retail actions. Furthermore, we compare these brands’ past media mix with the recommended allocation based on the model’s coefficients. We find that new product launches and upper-funnel retail media advertising are particularly effective for small brands. Medium-sized and large brands benefit most from lower-funnel advertising. For the funnel stages, all three metrics benefit from the number of new reviews, % discount, negative keywords, and geo-reach campaigns. These results are robust across different product categories, but we find notable differences in how upper- and middle-funnel ad products succeed in driving sales.

Amazon.com 等在线市场上的卖家使用各种零售和零售媒体广告服务来提高其品牌绩效，包括认知度、考虑度和收入。但他们如何衡量自己的进展并推动这些指标的实现呢？对于 122,000 个品牌，我们衡量了亚马逊购物者的品牌认知度、考虑度和购买量，并测试它们如何随广告和零售行为而变化。此外，我们将这些品牌过去的媒体组合与基于模型系数的推荐配置进行比较。我们发现新产品发布和漏斗上层零售媒体广告对小品牌特别有效。中型和大型品牌从漏斗下部广告中受益最多。对于渠道阶段，所有三个指标都受益于新评论数量、折扣百分比、否定关键字和地理覆盖范围活动。这些结果在不同的产品类别中都很稳健，但我们发现漏斗上层和中层广告产品如何成功推动销售存在显着差异。