For brands selling on Amazon, the Brand Store is a crucial hub that can significantly influence customer engagement and, ultimately, sales. But what if there was a way to ensure your Brand Store performs at its peak? Enter the Brand Store Quality Rating—a metric Amazon uses to help you optimize your store's effectiveness.
What Is the Brand Store Quality Rating?
Amazon’s Brand Store Quality Rating evaluates your store's overall quality based on how many of the platform's curated recommendations you’ve implemented. These recommendations aim to boost "dwell time," which refers to the amount of time shoppers spend in your Brand Store. The logic is simple: the longer customers stay, the more likely they are to make a purchase.
Brand Stores are ranked as high, medium, or low quality based on the number of actions taken to enhance dwell time. According to Amazon, Brand Stores with high-quality ratings can see up to 50% higher sales than those with lower ratings. But how do you improve your store’s quality score? Let’s dive into some actionable insights.
Categories of Recommendations
Amazon has categorized its recommendations to help you achieve specific business objectives, such as growing sales, building your brand, and driving brand loyalty. Here's a breakdown:
1. Grow Sales
· Add 3 or more sub-pages to your Store: Potential for an 81% increase in dwell time.
· Include a recommended or best-selling product tile on a sub-page: Expect up to a 44% boost.
· Link an image tile to a Store sub-page: See a 31% rise.
· Add a product grid to a subpage or the home page: Gain around 26% and 20% increases, respectively.
2. Build Your Brand
· Incorporate a background video: A possible 40% uplift in dwell time.
· Add a shoppable image to your Store: Could increase engagement by 24%.
· Add a product tile: Up to 22% more time spent on your store.
3. Drive Brand Loyalty
· Introduce a text tile linked to a subpage: This can result in a 22% increase.
· Embed a video in your Store: Expect an 18% improvement in dwell time.
How Is the Quality Rating Calculated?
The quality rating is a cumulative assessment of how many of these actions you’ve implemented. But keep in mind that these percentage increases are not additive; instead, they represent the average dwell time improvement seen over two months by Brand Stores that implemented these strategies.
Peer Comparisons and Updates
Your Brand Store is compared to peers with similar attributes, such as Average Selling Price and Order Product Sales. This peer comparison helps you understand where you stand and offers personalized recommendations to help you outpace the competition. Plus, your peer list is updated monthly to reflect any changes in the marketplace.
Why Dwell Time Matters
Research shows that shoppers who spend more time on a Brand Store are significantly more likely to make a purchase, whether it’s within three months or a year. This makes optimizing dwell time a critical task for any brand serious about increasing its Amazon sales.
Other Factors Impacting Dwell Time
While the Brand Store Quality Rating is a significant metric, other factors also play a role in how long customers stay in your store, including:
· The quality of your creative assets
· The consistency between your ad and store landing pages
· How frequently you update your store
· Your out-of-stock rates
Conclusion
The Brand Store Quality Rating offers a clear roadmap to enhance your Amazon store’s performance. By following Amazon’s recommendations, you can create a more engaging, effective, and high-quality Brand Store. Not only will this likely increase your sales, but it will also build stronger brand loyalty among your customers.
If you’re ready to take your Amazon Brand Store to the next level, start by reviewing your current rating and implement the recommended actions. Your brand—and your bottom line—will thank you.
Source of data: Amazon Ads, Amazon internal data, US, Jan 21 - Mar 20, 2024
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