New Brand Store Quality Ratings on Amazon
A high-quality Brand Store on Amazon can really improve your sales and overall brand identity. But what makes a high-quality Brand Store? Well, Amazon is here to guide you. They have now introduced Brand Store quality ratings – read on to find out more.
What are Brand Store quality ratings?
Brand Store quality ratings allow you to see how your Brand Store compares to your peers based on dwell time. You’ll then receive personalised recommendations on how to improve your page’s dwell time.
Brand Store quality and recommendations are based on the live version of your store. The quality is rated as low, medium or high, based on how many recommended actions you’ve taken. It then takes 24 hours to update your Brand Store quality rating once any changes have been made.
What is dwell time?
The dwell time is the amount of time customers spend on your Brand Store. Generally speaking, the more time people spend on a Brand Store, the higher its sales. Dwell time is a great indicator of the likelihood of a customer purchasing an item within 3, 6 or 12 months.
What recommended actions are there?
Recommended actions are not compulsory but they are designed to improve your sales and brand visibility. As it’s something that Amazon is trialling, we certainly believe the more you do, the more likely their algorithms will be on your side.
Types of recommendations may include adding more sub-pages to your store, adding a best-selling product tile to one of your sub-pages or simply adding more images, to name a few. They’re simple changes but worth taking the time over.
How are my peer groups determined?
Peer groups are based on those in your category, and include brand attributes such as Average Selling Price and Order Product Sales. The list is updated every month.
If you’ve actioned all your recommendations and your dwell time is still lower than your peers, it’s time to look beyond your Brand Store. Brand Store quality is just one of several factors that impact how much time customers spend on your store. Other factors include:
- The quality of your creatives
- The cohesiveness between your ads, product listings and store landing pages
- How often you update your store
- Your out-of-stock rates
To boost your dwell time, the best thing you can do is create a Brand Store and product listings that tell a captivating story. Using copy, images and video, you should encourage shoppers to engage with you. The more creative your content, the more likely customers will hang around on your pages. This will boost your dwell time and potentially increase your Average Order Value (AOV). It’s not all about your product. The marketing of it is just as important. Check out this blog for tips on how best to utilise your Amazon images, or if you’re thinking you need to spruce up your copy, have a look at our article on how you can create killer content!
To find your Brand Store quality rating, head to Seller Central and check out your insights tab in the Store Builder.
To keep up to date with all the latest from Amazon, head to our blog to see what they’ve been up to.
