Seller Performance; Optimize account health
The brand Dashboard is a tool in Seller Central that is only available for brands that are registered in Amazon’s brand registry program. This dashboard is exclusively available for brands to help manage brand health metrics that impact the customer experience as we’ve been reviewing throughout this course.show more
Amazon takes great measures to build an online platform with a customer first approach. Meeting. The target metrics allow you to optimize your business and be a successful selling brand on Amazon, and it allows customers to have a positive experience. The brand dashboard provides a snapshot of your brand health conversion recommendations and traffic recommendations.
In this video, we will be reviewing your brand health and its effect on your seller performance as relates to products being consistently available to purchase at competitive prices and within the convenience of prime shipping. To maintain high level of standards and provide a great customer experience.
You can review and resolve brand health issues through the brand dashboard.Here, we’ll review each brand health metric in detail. The first is price competitiveness. The competitive price is the lowest price available for your item across all major national retailers. It does not include the prices from other third party sellers on Amazon.
Amazon regularly reviews national retailers, prices for each country and product group. Performance in this metric is measured by the percentage of item page views that are currently priced competitively against other retailers. Over a trailing 30 days, keeping your prices sharp may improve your chances of becoming the featured offer and improve your offer search discoverability.
In order to stay competitive, it is recommended to set your price plus shipping at or below the competitive price to ensure that your offers are not ineligible from being featured on the product detail page. The second is prime eligibility. Products that are eligible for Prime oftentimes see a higher conversion rate due to the guarantee of a faster delivery.
It is recommended to enroll your products in fulfillment by Amazon or Seller fulfilled Prime to make them eligible for Prime. Amazon calculates prime eligibility by measuring the portion of page views on your brand that was not eligible for Prime. Over the trailing 30 days, products that are out of stock or inactive do not count towards this metric.
The last issue we will review is the in stock rate. Going out of stock may have both a short term and long term impact on customer experience, as well as your traffic and sales, keeping your products replenished and in stock to achieve higher brand health. Amazon calculates in stock rates by measuring the portion of page views on your Replenishable branded products that were in stock over the trail in 30 days.
Products with closed or suppressed listings do not count towards this metric if you have high impact ASINs. Amazon also displays the trail in 30 days and past three months. Performance of your high impact ASIN on the brand dashboard, and compares it with goals. High impact ASINs are products that may be important to customers and your business on Amazon. Because they receive a high number of page views compared to other products on Amazon or because they are available through other retailers.
Amazon evaluates ASINs periodically to determine if they qualify as high impact. To maintain your performance against the customer experience standards, use the brand dashboard to identify issues for high impact products and take action to resolve them. If your brand underperforms compared to the goals over time. Certain brand benefits or selling privileges may become unavailable until a performance meets the customer experience standards.
If your brand is ever at risk of losing benefits due to consistent under performance, you will be notified before Amazon removes benefits from your account. The brand health status is based on your historical performance, so actions taken today will take time to reflect in your score if you just registered your brand in brand registry.
Allow at least five business days for the data to be reflected in the brand dashboard. And remember that your most viewed products influence your brand health metrics more than products with fewer page views. The metrics and recommendations in the conversion and traffic section do not influence your core brand health metrics.
Brands that do not meet customer experience standards. Might lose certain privileges associated with operating as a seller on Amazon, including the ability of featured offers on product detailed pages.