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The Brand Dashboard: Amazon’s new tool for brands to monitor health, conversion, and traffic

If you are a U.S. brand using Seller Central, you may have noticed a new feature. Amazon launched the Brand Dashboard and announced the new tool in an April edition of the Seller Newsletter. Some brands also received personal email notifications.

“The Brand Dashboard contains actionable insights on how your ASINs and brands are performing on Amazon. It is a centralized place for you to monitor key performance metrics and learn about best practices to grow your traffic and increase purchase conversion,” said Amazon in the announcement.

About the Brand Dashboard

The Brand Dashboard allows brands to review top-level beneficial data on ASINs in their brand. Eligible brands can not only see conversion and traffic data, but recommendations and key actions. This allows brands to evaluate things like competitiveness, Prime coverage, and in-stock rates.

The Brand Dashboard features the following categories: Brand Health, Conversion, Traffic, Customer Reviews, and Brand Benefits.

  • Brand Health: Currently, Amazon measures three Brand Health metrics (Competitive Price, Prime Eligibility, and In-stock Rate) to help brands monitor and meet Amazon’s customer experience standards.
  • Conversion: The Brand Dashboard provides recommendations for best practices brands can adopt to help improve conversion. These are prioritized to make the biggest impact on your business.
  • Traffic: Optimizing search keywords and investing in advertising can help increase traffic for product detail pages. This section helps brands improve product discoverability by implementing recommendations from the Brand Dashboard.
  • Customer Reviews: A new addition, added post-launch, the Customer Review area lets brands quickly scan a trailing 30 days of reviews for all child ASINs and respond publicly through quick means.
  • Brand Benefits: A new addition, added post-launch, that details the “powerful suite” of resources available to those enrolled in the Amazon Brand Registry. This includes information on Enhanced Brand Content (EBC), Amazon Live, Brand Stores, Sponsored Brands, and more.

Through the Brand Dashboard, Amazon encourages brands to review  Standards for Brands Selling on Amazon.

How to access the tool

Currently, the Brand Dashboard is only available in the U.S. It is for selling partners who own a brand or who serve as an agent, representative, or manufacturer of a brand. The tool is a part of Seller Central for eligible brands.

If you’re not eligible for the Brand Dashboard right now, you can visit the landing page to see instructions on how you can apply for access to this new tool.

While the interface and information in the tool is useful and promising, it has a few shortfalls. Currently, the Brand Dashboard defaults to a trailing 30-day reporting period, with no way to switch to a longer time frame or specific period. This means brands will still need to access existing Business Reports for a complete picture of brand health.

Amazon continues to enhance and expand on benefits to those enrolled in the Amazon Brand Registry, with the addition of this new tool and information.

Katy Luxem

Katy Luxem

Katy Luxem is a Salt Lake City-based writer and editor who specializes in online marketing. As a former Amazonian in both the U.S. and U.K. locales, she worked in marketing for several different teams and product lines. Prior to that, she worked at Microsoft and was a journalist. She now enjoys helping businesses succeed and grow with next-level content.

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