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This article applies to selling in: United States

Brand Dashboard - Brand Health Metrics

Currently, Amazon measures the following Brand Health metrics to help Brands succeed and meet our customer experience standards:

  • Competitive Price
  • Amazon Prime Eligibility
  • In-stock Rate
  • *Selection Completeness
*selection completeness information is not yet available for all brands.

Competitive Price

The competitive price is the lowest price for the item when compared to other reputable and relevant retailers outside of Amazon. It does not include the prices from other Selling Partners in Amazon. We regularly conduct reviews to identify retailers that provide comparable selection for each country and product group.

In this metric, performance is measured by the percentage of item page views that are currently priced competitively on Amazon over the trailing 30 days. This means that your most viewed products influence your Brand Health metrics more than products with fewer page views. Products that are out-of-stock or inactive do not account for this metric.

You may find competitive and uncompetitive page views to be zero when we cannot find prices for your products amongst other major retailers.

It is recommended that you enroll your products in Automate Pricing to increase chances of your products qualifying for the Featured Offer. You can check out the View Automate Pricing option in the Price Competitiveness tab available in the Brand Dashboard for more details. You can also explore other repricing options on the Seller Central Appstore.

Automate Pricing

Automate pricing allows you to automatically adjust prices on SKUs in your inventory in response to events such as competitive price changes. To make it easier for you to make pricing decisions, Automate Pricing allows you to have pre-defined rules in place. Simply enroll your SKUs with the pre-defined rule to start repricing.

Selection Completeness

Offering your selection directly can help you ensure a great customer experience, improve traffic and sales, and build brand loyalty.

Note: Selection Completeness is evaluated based on the selection you offer (either directly or through a retail relationship) compared against all your brand’s products in Amazon, weighted by their popularity within the last 12 months. You can use the Brand Catalog Manager to identify selection without a brand-direct offer.
Note: Selection completeness information is not yet available for all brands.

Prime Eligibility

We calculate Prime Eligibility by measuring the portion of page views for your brand’s items that were not eligible for Prime over the trailing 30 days. This means that your most viewed products influence your Brand Health metrics more than products with fewer page views. Products that are out-of-stock or inactive do not count towards this metric.

In-stock Rate

We see that when products go out-of-stock it has both a short-term and long-term effect on traffic and sales. We calculate In-stock Rate by measuring the portion of page views on your replenishable branded products that were in-stock over the trailing 30 days. Products with closed or suppressed listings, do not count towards this metric.

Note: This metric is calculated differently from the FBA (Fulfilled by Amazon) In-stock rate that covers only your FBA inventory.

Best practices for maintaining your brand health

The best way to maintain your brand health is to regularly monitor your prices and respond to push notifications. To learn more, see notifications settings.

Note: The Brand Health status is based on your historical performance (an average of the past 30 days), so actions taken today will take time to reflect in your score. If you just registered your brand in Brand Registry, allow at least 5 business days for the data to be reflected in the Brand Dashboard.

The following factors also affect your brand health:

  • Competitive Price
  • Prime Eligibility
  • In-stock rate
  • Selection Completeness

The metrics and recommendation in Conversion and Traffic do not influence your core brand health metrics.

Brands that do not meet our customer experience standards might lose certain privileges associated with operating as a seller on Amazon, including the eligibility of Featured Offers on product detail pages.

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