Amazon's Brand Lift initiative broadens coverage in Mexico, now accessible to marketers.
Amazon's advertising arm has taken a significant stride forward with the expansion of its Brand Lift service to Mexico. This move marks the service's entry into the Latin American market, further solidifying Amazon's position as a major player in the advertising industry.
The Brand Lift service, which has undergone a comprehensive meta-analysis of over 3,000 brand lift measurements, continues to expand its capabilities. The expansion into Mexico requires localization of survey methodology, language adaptation, and regulatory compliance verification to ensure a seamless experience for Mexican advertisers.
Amazon Brand Lift tracks six distinct brand objectives: awareness, attitudes, preference, favorability, intent, and ad recall. These metrics provide advertisers with a comprehensive understanding of the impact of their campaigns on brand perception. Unlike traditional click-based metrics, Amazon Brand Lift focuses on changes in brand perception rather than immediate conversion actions.
The expansion follows a phased global rollout that began in the United States and has since included English-speaking markets, Europe, and Japan. The Asia-Pacific region was entered with Japan's implementation in April 2025.
The system integrates directly with Amazon DSP infrastructure and Amazon Ads API, making it easily accessible for both self-service and managed-service advertisers. Advertisers running campaigns through Amazon DSP can access objective measurement of their display advertisements, video content, and other campaign formats.
The API structure supports multiple study types including audience research, brand lift, creative testing, and omnichannel metrics. Technical integration capabilities determine implementation complexity and data accessibility for different advertiser segments.
Campaign metadata requirements include budget thresholds, impression minimums, and flight length specifications to ensure reliable measurement results. Eligibility checking capabilities verify whether campaigns meet minimum requirements for statistical validity.
The expanded availability enables cross-platform measurement comparison for advertisers operating across multiple digital channels. As advertising budgets shift toward digital channels, brand measurement standardization becomes increasingly important.
The entry into Mexico intensifies competition with established measurement providers like Google and TikTok. The service operates in Mexico through Amazon DSP and Amazon Ads API, and surveys are conducted with Amazon's Shopper Panel community in Mexico.
Brand measurement standardization becomes increasingly important as advertising budgets shift toward digital channels. With the expansion of Amazon Brand Lift to Mexico, advertisers in the Latin American market now have access to a powerful tool for measuring the impact of their campaigns on brand perception.
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