Earlier this year Amazon announced its new feature called Amazon Brand Dashboard and allowing sellers registered with Brand Registry to keep an eye on their brands’ performance.
Amazon Brand Dashboard is currently available for US sellers who own a brand, brand manufacturers or brand agents.
Structure of Amazon Brand Dashboard
Amazon Brand Dashboard is divided into 3 sections providing up-to-date information about your brand and products within the brand.
| Brand Health | Conversion | Traffic |
|---|---|---|
| Competitive price | Detailed page completion | Search Terms Optimization |
| Prime eligibility | Reviews | Sponsored Ads Adoption |
| In-stock rate | EBC Coverage |
Brand Health
Competitive Price – This feature tracks your competitors and alerts you when your product is priced lower elsewhere. This feature also reports on “uncompetitive page views” which is total page views received when the product is priced uncompetitively.
Prime Eligibility – This feature allows to see what percentage of page views were received for products eligible for Amazon Prime. For now, Amazon only allows to track this data over the past 30 days. If you have page views on products that are not eligible for Prime, you’ll see the number of these views.
In-stock Rate – Here you will see all products that are out of stock. You will still be able to see page views for out-of-stock products.
Conversion
Detailed Page Completion provides you with an opportunity to keep track of how fully your product listings are optimized. A well-optimized product listing should include a title, bullets, description and images. If any of these are missing, you’ll see the notice in the Details Page Completion tab.
Reviews are divided into total reviews and critical reviews your products get during the last 30 days. By critical reviews a 3-star or lower reviews are meant.
Enhanced Brand Content (EBC) Coverage – Amazon allows its sellers to beautify their listings with EBC. Products that are not accompanied with EBC are listed in this section.
Traffic
Search Terms Optimization – This feature checks whether an ASIN has duplicative or non-indexable search terms or whether it is utilizing less than the 249 bytes available.
Sponsored Ads Adoption – This section shows products that either don’t have a sponsored ad campaign or don’t have any views within the campaign. The statistics is given for 30 days only.
How To Join Amazon Brand Dashboard
Brand Dashboard has been available to a limited number of US sellers for now. If you don’t have access to the dashboard yet, try contacting Amazon Support and following the steps they offer: Amazon brand Dashboard
