Seller Performance; Optimize account health
Transcription
Another important widget that is available on the Seller Central dashboard is brand health. This widget provides you with the most urgent brand health issue that needs your immediate attention. There currently are three brand health metrics that Amazon measures, so you can provide a great customer experience and maintain their high standards for a customer first approach.
show moreAs we see when clicking on the brand health widget, we are taken directly to the brand dashboard page. This dashboard is exclusively available for brands so they can effectively manage metrics that impact the customer experience. Successful Amazon brands manage these three important metrics to grow their business.
The first is a competitive price. The second is Amazon Prime eligibility, and the third is in stock rate. Let’s review each metric in detail first, competitive price. The competitive price reveals the lowest price for the item when scouring other major national retailers. The competitive price is based on prices for retailers outside the Amazon platform.
It does not include three piece sellers who are currently selling on Amazon. The performance in this metric is measured by the percentage of item page views that are currently priced competitively against other retailers over the trailing 30 days. What that means is that your most viewed items influence your brand health metrics more than items with fewer page views.
The second metric is prime eligibility. Prime eligibility is calculated by measuring the portion of page views on your brand that was 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. The last metric for brand health is in stock rate. Products that are not available for purchase because they are out of stock, have both a short term and long term effect on traffic and sales. The in stock rate is calculated 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. This metric applies only to seller fulfilled shipments. A different in stock rate is used for FBA inventory. This data is only available to sellers who are brand registered with Amazon. The best way to maintain your brand health is to regularly check and monitor your prices and respond immediately to notifications.
Brand health is based on your historical performance and is measured as an average of the past 30 days. So any action that you take today will take time to reflect in your score. And remember, Amazon takes great strides to provide a positive customer experience. Any brands that do not meet Amazon’s customer experience standards might lose certain privileges associated with operating as a seller on Amazon, including the eligibility of featured offers on product detailed pages.