The measurement of product appraisals is critical for research on consumer decision making. Past research has demonstrated that both carefully formed, contemplated attitudes, but also spontaneously elicited, automatic evaluations play a crucial role in guiding consumption choices. However, the accurate measurement of automatic product appraisals can be challenging because existing measures can assess automatic appraisals on single attribute dimensions only (e.g., ‘pleasant’/’unpleasant’). This limitation is critical because a) products are never unidimensional, and b) past research has demonstrated that the complex weighting of various product dimensions (e.g., price, taste, healthiness) often plays a crucial role in consumer decision making (Maehle, Iversen, Hem, & Otnes, 2015). Here, we present the Implicit Attribute Classification Task (‘IMPACT’), a new measure of automatic product appraisals that, crucially, was designed specifically to reflect the multidimensionality of products by assessing automatic product appraisals of multiple product facets simultaneously. Following guidelines put forward by De Houwer et al. (2009), we thoroughly examine the IMPACT in terms of key features of automaticity. Across five experiments, we show that the appraisals measured by the IMPACT occur fast, in the absence of intention, and when cognitive resources are constraint. Collectively, our findings make a substantial contribution to research on consumer decision making by introducing the IMPACT as a sophisticated new tool that, for the first time, facilitates the assessment of automatic appraisals of multiple product facets at once.