Amazon continues to beef up its advertising business with a 'new-to-brand' metric that tracks the amount of new customers a brand gains on the platform.
It's the latest of a series of moves by the e-commerce giant to grow as an ad business, including a new social media strategy and free product sampling.
The new metric tells brands whether an ad-attributed purchase was made by a returning customer or a new customer buying the brand's product on the site for the first time in a year.
Amazon says the new service will let advertisers know how their campaigns are performing, including total new-to-brand purchases and sales.
It will also give new-to-brand purchase rate and cost of each new customer.
“Advertisers now have the tools they need to estimate the cost of acquiring new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals,” an Amazon spokesperson said.
Amazon hasn't hidden its ambitions to take on big advertising businesses.
The company started allowing brands to sell free samples to customers based on their user-experience and it also revealed it will be relying more on micro-influencers for social media advertising, rather than big names.
AdNews has approached Amazon Australia to confirm whether the new metric rolls out locally.
Last year Amazon Media Group (AMG), the e-tailer's advertising solutions division spanning display, search, mobile, video, programmatic and out of home division, went on a hiring spree in Australia. Long-time IPG Mediabrands top boss Henry Tajer joined the hub, but has since left.
The full impact of AMG is thought to be felt later this year.
What do you think of the metric? Email me.
Amazon launched a global campaign last year, which was localised for Australian consumers.
Amazon Spot- Weather 15sec from TBWA Sydney on Vimeo.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.