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This article applies to selling in: United States

About the Brand Dashboard

Getting started with the Brand Dashboard

The Brand Dashboard is a tool available exclusively for brands to optimize their business on Amazon. The Brand Dashboard will help you identify opportunities to improve the customer experience, traffic, and conversion.

The Brand Dashboard is only available to brand owners, who are internal to the brand and responsible for selling the brand in the Amazon store. If you do not have access to this feature, you have not been identified as a brand owner. Visit the Brand Benefit Eligibility page to identify as brand owner and gain access to Brand Dashboard and your other brand-exclusive benefits.

This page contains information on how to use the Brand Dashboard.

Brand Health

Customers expect products to be consistently available to purchase, at competitive prices, and with the convenience of Prime shipping. Amazon values these expectations and holds high customer experience standards for all sellers in our store. To maintain these standards and provide a great customer experience, you can review and resolve your Brand Health issues for the following metrics:

  • Prime Eligibility: Products that are eligible for Prime can ensure a better shopping experience and may see higher conversion rate. Enroll your products in Fulfillment by Amazon or Seller Fulfilled Prime to make them eligible for Prime.
  • 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. Replenish your products to keep them in-stock.
  • Price Competitiveness*: Keeping your prices sharp may improve your chances of becoming the featured offer on the product detail page and improve your offer's search discoverability. Set your price (+ shipping) at or below the competitive price to ensure that your offers are eligible to be the featured offer on the product detail page.
  • Selection coverage**: not offering optimal selection directly may have both a short-term and long-term impact on customer experience, as well as your traffic and sales. Improve selection by identifying products that you may want to offer directly.

*If we did not find your branded products sold by other retailers, your Price Competitiveness information may not be available.

** selection coverage information is not yet available for all brands.

If you have High Impact ASINs, Amazon also displays the trailing 30 days and past three months performance of your High Impact ASINs on the Brand Dashboard, and compares it with a target for high performance. High Impact ASINs are products that may be important to customers and your business on Amazon, based on multiple factors such as those that receive a high number of page views compared to other products on Amazon or may show early signs of sale potential. We evaluate ASINs periodically to determine if they qualify as high impact and may remove a prior high impact designation on ASINs based on such review.

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 relative to the customer experience standards over time, certain brand benefits or selling privileges may become unavailable until performance meets the customer experience standards. If your brand is ever at risk of losing benefits due to consistent under-performance of the customer experience standards, we will notify you before removing benefits from your account.

To learn more, see the Brand Health section.

To review the policy for all brands selling on Amazon, please visit the Standards for Brands Selling in the Amazon Store policy.

Conversion Recommendations

You can improve conversion on your products by having high-quality detail pages and good product reviews. We track the number of your products that can be improved, including cases where you are missing a product description, bullet points, or images. We have seen that customers are more likely to purchase a product when the brand has invested time in creating a high-quality detail page.

To learn more, see the Conversion section.

Traffic Recommendations

Optimizing search keywords and investing in advertising can help increase traffic for product detail pages. We track the number of your products that can be improved by optimizing search keywords or adopting Sponsored Ads.

To learn more, see the Traffic section.

New Product Optimizer

We identified best practices that may be correlated with ASIN success that we recommend adopting for your newly listed ASIN. Completing all of the recommended new product optimizer best practices within 60 days can improve the customer experience and potentially increase sales.

To learn more, see the New Product Optimizer section.

ASIN Search Terms Optimization

To help customers discover your products on Amazon, you have the option to submit Search Terms, which should be terms customers are likely to use in their search and which are not already used in other fields on the page. As a registered brand, you can make sure your Search Terms adhere to Amazon’s best practices with the ASIN Search Terms Optimization tool.

To learn more, see the Search Term Optimization section.

Customer Reviews

The customer reviews page on the Brand Dashboard provides brands with an easy way to keep track of all the new customer reviews on their brand’s products. Monitoring customer sentiment can be important to help identify and correct product or listings defects, detecting and reporting abuse, or commenting on customer reviews. Before using this feature, we recommend studying our answers to Frequently Asked Questions about customer reviews.

To learn more, see the Customer Reviews section.

Add your brands

The Brand Dashboard is currently only available in the U.S. for sellers who own a brand or who serve as an agent, representative or manufacturer of a brand. If you have additional Brands that are not reflecting on the Brand Dashboard, please contact Selling Partner Support.

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