In May 2024, Amazon launched Brand Store quality reports for all brands. A tool designed to optimize your Brand Store, Brand Store quality reports provide each store a rating, recommendations for improvement, and a list of actions already taken.
What are Brand Store quality ratings?
Brand stores receive low, medium, or high ratings based on dwell time compared to others in the same peer group, and number of recommendations implemented. Dwell time refers to the duration of time shoppers spend on your store and can be a good indicator of customers’ purchase likelihood.
Amazon looks for areas of improvement in all areas of your Brand Store, from subpages to visual assets. Offering an observed average dwell time increase, it may suggest adding a product grid, a recommended items subpage, shoppable images, and more. These changes are relatively simple given the content creation resources available to Amazon sellers, and once made, they can alter your Brand Store quality rating as soon as 24 hours after.
Why are they important?
Normally, there are so many elements of Brand Stores to consider that a beginner is likely to be overwhelmed, and it’s hard to know what the “right” choices are when you’re just starting out. With this tool, it’s easier than ever for small businesses to develop and maximize their Brand Stores. Amazon knows its own algorithm best, so its recommendations provide a great starting point for your Brand Store optimization journey.
Now that all brands have access to this tool, we’re going to see many improvements across small and medium-sized businesses’ Brand Stores.
How to access your Brand Store quality rating
In the Amazon Ads portal, navigate to Brand content > Stores on the left sidebar. You should see your store(s), along with something like this:
After clicking on Insights > Brand Store quality, you will find a more detailed breakdown of your Brand Store’s analytics, from where you can begin your work!
For more information on Brand Store quality ratings, visit Amazon’s launch announcement and contact our team of Amazon experts to learn more about how you can take advantage of this tool.
