Amazon Brand Halo Sales - Simple Guide 2025

Published on January 2, 2025

About this video

Amazon Brand Halo Sales - Simple Guide 2025 - In this video, we explore the concept of *Brand Halo on Amazon* - what it means, and how to measure its impact effectively. Brand Halo refers to the sales generated by products in your catalog that weren’t directly advertised but were influenced by your advertising campaigns. This metric provides deeper insights into the indirect impact of your ad spend, particularly for *Sponsored Brands* and *DSP (Demand-Side Platform)* campaigns.

### What You'll Learn in This Video:

1. *What is Brand Halo?* - Explanation of how Brand Halo represents the influence of your ads on non-advertised products in your catalog.

2. *Measuring Brand Halo for Sponsored Brands:* - Navigate to the Reports section in the Campaign Manager. - Access the Attributed Purchases report under Sponsored Brands. - Generate and interpret key metrics like campaign names, attribution types, purchased ASINs, sales, and new-to-brand metrics. - Use tools like Excel or Google Sheets to create pivot tables, helping you break down sales from promoted ASINs versus Brand Halo sales.

3. *Insights from Sponsored Brand Reports:* - Understand how certain campaigns, such as **Sponsor Brand Video campaigns**, may have a higher Brand Halo effect. - Analyze sales patterns to identify campaigns driving unexpected results and optimize your ad strategies.

4. *Measuring Brand Halo for DSP Campaigns:* - Use the Measurement and Reporting section in DSP to generate detailed reports. - Learn to calculate Brand Halo manually by subtracting promoted product metrics from total metrics (e.g., purchases, add-to-cart actions). - Identify trends, such as higher add-to-cart rates influenced by Brand Halo.

5. *Why Brand Halo Matters:* - Highlight the additional visibility and exposure your campaigns provide. - Recognize that while Brand Halo isn’t a crucial metric, it offers valuable insights into the broader impact of your advertising strategies.

6. *Best Practices for Monitoring Brand Halo:* - Regularly review Brand Halo data—ideally monthly—to refine your Sponsored Brand and DSP campaigns. - Dive into specific campaigns or products that show unexpected performance to optimize your approach.

### Bonus Tips: We also touch upon how to interpret similar data for *Sponsored Products* and compare their performance with Sponsored Brands and DSP campaigns. Whether you’re an Amazon seller or marketer, understanding Brand Halo can enhance your ability to strategize and allocate ad spend effectively.

Contents:

0:00 Introduction to Brand Halo 0:14 Accessing Sponsored Brand Reports 1:47 Analyzing Attribution Types 2:34 Using Pivot Tables for Insights 4:00 Comparing Promoted vs. Brand Halo Sales 6:09 Overview of DSP Reports 7:33 Calculating Brand Halo in DSP 9:00 Insights on Add-to-Carts and Purchases

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Transcript

hi guys in this video I'll be talking about brand Halo on Amazon what it is and how to measure it I'll be covering this for sponsor brand ads and for DSP so stay tuned so let's start with the simpler one so on your campaign manager to discover this you will have to go to your reporting section section so in the past this was available for sponsor products which I covered H in the two videos one is called purchase product report and another one is attributed product report but in the past this wasn't available for sponsor Brands and I'm not sure if it's uh utilized enough today so to find that report for sponsor brand just navigate to your reports uh section and go to sponsor brand reports and then for the report type select attributed purchases I highly suggest that you go to this link and then further uh in available links and learn more about the report because it's very useful now as usual select your summary or daily and your reporting period name it correctly and run the report once that finished you will get something like this now this is the simplified um report because I removed a few things that are not needed for this um video any anyway so by the look of it you can see your campaign name sorry attribution type your purchased Asing and the other metrics like sales orders how many units per order new to Brand sales new to Brand order units and etc etc this is useful however the most important thing is actually the attribution type as you can see for some of these campaigns some of these purchased as were attri to the brand Halo and some of these are actually promoted what this actually means is that when certain acing from your catalog is bought but it wasn't advertised under that um campaign that means that it was bought by a brand halo effect that means that the actual purchase happened because you ran certain campaigns and driven that buying decision in your uh customer so I'll show you quickly how to easily measure this for hundreds and thousands of of lines of campaigns and and add groups so what we want to do is go to the insert if you're in Excel it's similar in um Google sheet insert pivot table will be presented with a new screen then for the for in the row you want to drag the for example yeah let me be clear I want to see how many of the sales were from the promoted asence and how many from the brand halo effect so let's do this one we're going to uh pass the campaign name for example and let's do total sales and this is what we get so pay attention this this is not not finished so these are all sales per campaign that happen in last 30 days or whatever the DAT range that you selected now let's go a step further because we want to select uh also if if it was if it happened because of the brand Halo or it was promoted so I want to add this additional slicer here I think it's the same name in the Google Sheets and then then let's select the attribution type Now by default you have both selected over here let's sort this by descending of total sales and then you can switch here how many of those sales were promoted and how many of the brand Halo when you click on brand Halo you will see that close to €2,000 were actually brand Halo sales and this is very uh important information because it brings additional visibility on your sponsor brand campaigns because this can be if you only look at them at the End Sales you can miss this part of the um sponsor brand functionalities and exposure so basically you're out of these nine you're earning €2,000 on the brand Halo also what's interesting for example in this case and it's Mo most likely it's going to happen with your campaigns too is that certain campaigns will have much better halo effect than the others let's see what the situation is over here so uh here this campaign sponsor brand video in phrase match is actually the top one in terms of uh the main drivers of brand Halo sales and let's see where it is in the promoted ones okay down below so that's very interesting so out of the all sales that sponsor the sponsor brand video and phase match campaign had on only €300 came from the promoted Asin and from Brand Halo additional 1,100 came so that tells us that there there's something about this campaign that's bringing more sales uh than advertise so then then you can go ahead and see if maybe it's a certain as or the setup is it a storefront campaign or is it a certain produ campaign or what kind of video is it and dive deeper into to that anyway I think it's worth checking this occasionally at least a month and see what's happening with the brand Halo it's it's a relatively new term so I wanted to to cover that as a bonus I'm going to be covering how to do that in in DSP so similar to what you have in ponzo product uh reporting sections same here in DSP when you go to your order then you select your uh measurement and Reporting section go to the sponsor display ad reports and then under the the the create custom report option you will get something like this um so when you're down to select the dimension you can leave it the default as a campaign but here on DSP it's kind of little bit tougher to you don't have like attributed how do you call it attributed item on sponsor products what was it uh yeah attribution type here on DSP you will actually have to include purchases and total purchases and the difference is that in total purchases you have brand Halo sales so you have to do everything manually so you have to do for example if you're interested to see detail page views you have you will have to add detail page views and total detail page views and then subtract th those one those two then for example if you want to see add to cards then you have to add add to cards and total add card so um I will do that here the way I I I do it it's um it's sure shortest possible way for me doing that the first time then you you can schedule the report to land in your at your inbox once a month or once a week so I go ahead and input total because first I want to add all the totals like total add wish list uh total add to cards total purchases and let's do only total product sales and then I go ahead and find all all of those uh just the single ones without a total so add to list add to cards purchase and product sales sorry so then when you go uh and um download that this is what you get on the left you will see your your orders your campaigns your line items creatives and here you will have all the metrics that you selected so detail page views add to list at to car purchases and sales and then the totals for for all of that now in order to calculate the brand Halo you would have to subtract two of those so maybe we can do that quickly minus this one I think most of these will not be in this account this is the quarterly results not a big deal but still there are some of the um campaigns that still had brand Hal sales so this is the way how to see it in um DSP maybe there's a small SM way to do this but this is how we do it and then you can see that for example only for promoted products only 21 ATO cards while in brand Halo there are actually double and that ATO cards so really also interesting data to see that they're double that than than the actual at the cards happening because of the brain Halo so there's an opportunity a lot of card abandon here similar over here 39 add to cards compared to the the only 19 and it goes on so brand Halo interesting it's not a crucial metric but it's interesting to know another piece of information that you can pull from your reports um as I said take a look at the sponsor product version of that report and this is the for the sponsor Brands let me know if you have any further questions in the comments I'll be glad to answer them bye-bye take care

Frequently asked questions

What is Brand Halo on Amazon and why does it matter for evaluating advertising performance?

Brand Halo refers to sales of products in your catalog that were not directly advertised in a campaign but were purchased as a result of the campaign driving brand awareness or consideration. When a shopper clicks a Sponsored Brands ad for one product and then buys a different product from the same brand, the second purchase is attributed as a Brand Halo sale. This matters because if you evaluate Sponsored Brands campaigns only on sales of the directly promoted ASINs, you are missing a portion of the revenue those campaigns actually generated. Understanding Brand Halo gives a more complete picture of a campaign's true contribution to overall brand sales.

How do you access Brand Halo data for Sponsored Brands campaigns?

In Campaign Manager, go to the reports section, select Sponsored Brands, and choose Attributed Purchases as the report type. After selecting your date range and running the report, the output includes a column called attribution type. Each row is classified as either promoted, meaning the purchased ASIN was the advertised product, or Brand Halo, meaning a different product from the catalog was purchased following the ad click. Building a pivot table with campaign name as the row and total sales as the value, then using a slicer on the attribution type column, lets you instantly switch between promoted sales and Brand Halo sales by campaign and see which campaigns are generating the most indirect revenue.

Why might a Sponsored Brands video campaign show more Brand Halo sales than promoted sales?

Video campaigns in Sponsored Brands often serve a broader awareness and discovery function rather than a direct purchase-driving function, particularly when the campaign targets phrase or broad match keywords. Shoppers exposed to the video may visit the brand storefront or browse the catalog rather than purchasing the specific advertised product, leading them to buy a different item that caught their attention. In the example from the video, one Sponsored Brands video campaign generated over 1,100 euros in Brand Halo sales against only 300 euros in promoted ASIN sales, suggesting the video was effective at introducing the brand to shoppers who then found other products they preferred.

How do you measure Brand Halo in Amazon DSP, and why is the calculation more manual than in Sponsored Brands?

DSP reports do not have a direct attribution type column equivalent to the Sponsored Brands Attributed Purchases report. Instead, you need to include both standard metrics and their total counterparts in the same custom report. For example, you include both purchases and total purchases, both add-to-cart and total add-to-cart, and both product sales and total product sales. The total versions include Brand Halo activity, while the standard versions reflect only directly promoted product interactions. Subtracting the standard metric from the total metric for each row gives you the Brand Halo contribution. This calculation needs to be done in Excel or Google Sheets after downloading the report rather than being visible directly in the interface.

How often should sellers review Brand Halo data, and what action should it drive?

Reviewing Brand Halo monthly is sufficient for most accounts, since it is an informational metric that provides context rather than a primary optimization lever. The most useful application is identifying campaigns that are generating unexpectedly high Brand Halo sales relative to their promoted ASIN sales, because this signals that those campaigns are functioning as brand discovery or catalog traffic drivers more than direct conversion tools. If a campaign has strong Brand Halo but weak promoted sales, it may be worth restructuring it to send traffic to the storefront rather than a single product detail page, or to feature a broader product selection in the creative. It can also justify maintaining a campaign that looks weak on standard ACoS metrics but is contributing meaningfully to the brand at a wider level.