Amazon recently updated Brand Metrics to include high-value customers starting from May 1, 2024. Previously, certain high-value customers were excluded from the metrics.

The inclusion of high-value customers in Brand Metrics means that the data source is different before and after May 1, 2024. Therefore, you should be cautious when comparing metrics from these two periods as the data sets are not directly comparable.

Brand Metrics is invaluable because it provides a wealth of data that helps you understand different parts of the funnel. It also allows you to gauge your standing and growth compared to competitors, offering critical insights for strategic decision-making.