Overview

Amazon has rolled out new performance metrics on the Build Your Brand page in Seller Central, giving brand-registered sellers a clearer picture of how their brand-building efforts are performing. The update includes four key metrics displayed in graph form with tailored recommendations designed to help sellers improve in each area.

Key Points

• Search Ratio — Measures how often your brand appears in relevant search results, tracking your brand's discoverability on the platform
• Rating — Track product rating performance over time to understand customer satisfaction trends across your catalog
• Conversion Rate — Monitor how effectively listings turn browsers into buyers, evaluating listing quality and pricing strategy
• Customer Ratio — Loyalty-focused metric showing the balance between new and returning customers purchasing from your brand

Dashboard Organization

• Four strategic pillars — Metrics organized around brand awareness, consideration, conversion rate, and brand loyalty
• Graphical trend data — All four metrics presented in graph form on the Build Your Brand page for easy visualization over time
• Dedicated pillar pages — Each pillar has its own page with related Amazon programs and resources for improvement
• Consolidated view — Brand health indicators combined in a single view instead of requiring multiple reports

Built-In Recommendations

• Prescriptive guidance — Amazon surfaces specific improvement actions alongside each metric instead of just raw data
• Program suggestions — Recommendations point to relevant Amazon tools and programs that address weaknesses in brand performance
• Search ratio guidance — If search ratio dips, see suggested actions to boost brand visibility on the platform
• Automated next steps — System guides sellers toward concrete actions rather than leaving them to interpret numbers independently