Brand Store quality rating now reflect sales performance

What launched?

Your Brand Store quality rating now uses sales metrics to help you understand store performance. The updated experience provides a rating (High, Medium, or Low) based on sales attributed to your storefront rather than visitor engagement time. You can also compare your sales performance with similar brands in your category. While you can still see how long customers spend in your Brand Store (dwell time) and how your your peer group is doing, the quality rating now focuses on sales performance. The optimization recommendations also show potential impact on sales in addition to dwell time to help you make informed decisions about your storefront improvements.

Why is it important?

Sales insights can help you identify opportunities to enhance your Brand Store performance. You can use these insights alongside the optimization recommendations to help create engaging shopping experiences for customers browsing your Brand Store and help increase sales. Indeed, high quality Brand Stores can see up to 97% more sales than low quality ones and up to 39% more sales than medium quality ones.¹

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Netherlands, Sweden, Ireland
• Middle East: Egypt, Turkey, United Arab Emirates, Saudi Arabia
• Asia Pacific: Australia, Japan, India, Singapore

Who can use it?

• The Brand Store quality rating is available for advertisers with Brand Store(s) worldwide

Where do I access it?

• Sign in to the advertising console, then go to your Brand Store insights dashboard, and select “Brand Store quality” tab.

API specific:

The Brand Store insights metrics API has been enhanced with two new request parameters: PEER_SALES_LAST_60_DAYS and SALES_LAST_60_DAYS. These parameters can be accessed via: https://advertising.amazon.com/API/docs/en-us/guides/brand-store/insight-metrics

Sources

¹ Amazon internal data, WW, July 5 - September 6, 2025