Amazon Brand Lift expands to Mexico marketers

Amazon announced on September 3, 2025, that Mexico advertisers can now access Amazon Brand Lift measurement capabilities for their upper and mid-funnel campaigns. The expansion brings the measurement tool to Mexican marketers, joining the United States, United Kingdom, Canada, Germany, France, Spain, and Japan where the service already operates.

The launch establishes Amazon Brand Lift as available across eight countries spanning three continents. Mexico becomes the third market in the Americas to receive access, following the United States and Canada. The tool enables advertisers to measure campaign effectiveness across six brand objectives: awareness, attitudes, preference, favorability, intent, and ad recall.

Technical implementation through Amazon DSP

The measurement service operates through surveys conducted with Amazon's Shopper Panel community in Mexico. Advertisers running campaigns through Amazon DSP can now access objective measurement of their display advertisements, video content, and other campaign formats. The system provides insights including how many people became aware of brands or products as campaign results, with detailed breakdowns covering creative performance, demographics, and frequency metrics.

Amazon Brand Lift integrates directly with Amazon DSP infrastructure and Amazon Ads API. Both self-service and managed-service advertisers can implement the measurement capabilities. The dual access approach ensures advertisers with different technical capabilities can utilize the tool regardless of their campaign management approach.

According to the announcement, Amazon Brand Lift provides "objective measurement of your Amazon DSP campaigns" by surveying the representative Amazon Shopper Panel community. The measurement approach differs from traditional click-based metrics by focusing on brand perception changes rather than immediate conversion actions.

Six measurement objectives available

The measurement system tracks six distinct brand objectives. Awareness measurements determine how many consumers recognize the brand or product after campaign exposure. Attitude tracking assesses changes in consumer perceptions about brand attributes and characteristics. Preference metrics evaluate whether consumers favor the advertised brand over competitors within the category.

Favorability measurements capture overall positive sentiment toward the brand following campaign exposure. Intent tracking quantifies the likelihood consumers will consider purchasing from the brand in the future. Ad recall measurements determine whether consumers remember seeing the specific advertisements.

These metrics address critical gaps in traditional performance marketing measurement. While click-through rates and conversion tracking provide immediate response data, brand lift measurements capture longer-term perception changes that influence future purchasing decisions.

API integration and technical access

Technical documentation reveals Amazon Brand Lift operates through comprehensive API endpoints. The system includes eligibility checking capabilities that verify whether campaigns meet minimum requirements for statistical validity. Campaign metadata requirements include budget thresholds, impression minimums, and flight length specifications to ensure reliable measurement results.

The API structure supports multiple study types including audience research, brand lift, creative testing, and omnichannel metrics. Study management endpoints enable advertisers to create, update, and retrieve measurement results programmatically. Result retrieval supports both JSON responses and downloadable file formats including CSV and Excel.

According to the technical documentation, campaigns must meet specific eligibility criteria. Minimum budget thresholds ensure sufficient sample sizes for statistical significance. Impression requirements guarantee adequate exposure levels for meaningful measurement. Flight length specifications ensure campaigns run long enough to capture brand impact changes.

Market positioning and competitive context

The Mexico expansion occurs as digital advertising measurement faces increasing scrutiny over effectiveness and attribution accuracy. Amazon's comprehensive brand lift analysis published in January 2025 analyzed over 3,000 brand lift measurements, revealing significant performance differences between advertising formats and strategies.

That analysis found combined display and video campaigns achieved 2.2x higher brand awareness compared to standalone video advertising. Consumer goods brands experienced 2.5x stronger lift when implementing combined approaches. The data revealed emerging brands achieved 5.3x higher relative brand awareness compared to established competitors through strategic media placement.

The measurement tool addresses growing demand for brand impact verification beyond traditional conversion tracking. As marketers allocate increasing budgets toward upper-funnel brand building, measurement capabilities become essential for justifying investments and optimizing campaign strategies.

Technical eligibility and implementation

Eligibility checking through the Amazon Ads API verifies campaign qualification based on multiple criteria. Funding type filters determine whether campaigns qualify for complimentary, CPM, or flat-rate measurement services. Vendor product filters ensure compatibility with available measurement providers. Study type filters confirm alignment with specific measurement objectives.

Campaign orders and line items undergo eligibility verification to ensure statistical validity. The system excludes certain line items from eligibility calculations when specified. Brand identifiers for omnichannel metrics enable tracking off-Amazon conversions when configured properly.

Survey management capabilities enable custom question creation for specific measurement needs. Template-based survey questions ensure standardization while custom questions provide flexibility for unique brand requirements. Survey status management controls availability and usage across measurement studies.

Regional expansion strategy

The Mexico launch continues Amazon's methodical global expansion of Brand Lift capabilities. The service first became available in the United States before expanding to English-speaking markets including the United Kingdom and Canada. European expansion followed with Germany, France, and Spain implementation. Japan received access in April 2025, marking entry into the Asia-Pacific region.

Each regional expansion requires localization of survey methodology, language adaptation, and regulatory compliance verification. Mexico's integration required Spanish-language survey implementation and compliance with local consumer research regulations. The expansion pattern suggests systematic global rollout rather than simultaneous worldwide availability.

The phased approach enables Amazon to refine measurement methodologies based on regional performance before broader implementation. Market-specific optimization ensures measurement accuracy across different consumer behaviors, cultural contexts, and advertising preferences.

Impact on marketing measurement landscape

Amazon Brand Lift's Mexico availability intensifies competition with established measurement providers. Google's Brand Lift Studies operate through YouTube and Display & Video 360, while TikTok introduced Brand Lift Studies with third-party verification through Kantar. Each platform offers distinct measurement approaches and technical implementations.

The expanded availability enables cross-platform measurement comparison for advertisers operating across multiple digital channels. Standardized metrics across platforms facilitate budget allocation decisions and campaign optimization strategies. Technical integration capabilities determine implementation complexity and data accessibility for different advertiser segments.

Brand measurement standardization becomes increasingly important as advertising budgets shift toward digital channels. Consistent measurement methodologies enable reliable performance comparison between platforms, creative formats, and targeting strategies. Technical accessibility through APIs ensures programmatic integration with broader marketing technology stacks.

Future measurement capabilities

Technical documentation indicates potential expansion of measurement capabilities beyond current offerings. Creative testing study types enable comparison of different advertisement versions and formats. Audience research capabilities support targeting strategy optimization through consumer insight generation. Omnichannel metrics integration enables attribution across online and offline conversion events.

Advanced targeting group management supports complex audience segmentation and exclusion criteria. Brand identifier tracking enables cross-channel measurement beyond Amazon-specific conversions. Integration with external measurement providers expands verification and validation capabilities.

The API structure suggests future expansion of study types, measurement objectives, and integration capabilities. Standardized technical implementation enables rapid deployment of new measurement features across existing markets.

Timeline

• Q4 2022-Q3 2024: Amazon conducts comprehensive meta-analysis of over 3,000 brand lift measurements
• January 28, 2023: Google announces Brand Lift Studies expansion to TV screens
• July 5, 2021: TikTok introduces Brand Lift Studies with Kantar verification
• December 2, 2023: Google expands Brand Lift Studies Cross-Exchange to connected TV devices in DV360
• April 30, 2025: Amazon expands Brand Lift measurement capabilities to Japan
• January 18, 2025: Amazon publishes brand lift study analyzing combined video and display format effectiveness
• September 3, 2025: Amazon announces Brand Lift availability for Mexico advertisers

Summary

Who: Amazon advertisers in Mexico can now access Brand Lift measurement capabilities, joining marketers in seven other countries including the United States, United Kingdom, Canada, Germany, France, Spain, and Japan.

What: Amazon Brand Lift is a measurement tool that enables advertisers to track the effectiveness of upper and mid-funnel Amazon DSP campaigns across six brand objectives: awareness, attitudes, preference, favorability, intent, and ad recall through surveys conducted with Amazon's Shopper Panel community.

When: The announcement was made on September 3, 2025, making Mexico the eighth country to receive access to Amazon Brand Lift measurement capabilities.

Where: The service operates in Mexico through Amazon DSP and Amazon Ads API, expanding Amazon Brand Lift's availability across North America (United States, Canada, Mexico), Europe (Germany, Spain, France, United Kingdom), and Asia Pacific (Japan).

Why: The expansion enables Mexican advertisers to measure brand impact beyond traditional conversion metrics, addressing growing demand for brand measurement capabilities as marketers allocate increasing budgets toward upper-funnel brand building campaigns rather than focusing exclusively on immediate performance metrics.