Overview

Amazon has introduced a new Brand‑Building Metrics dashboard on the “Build Your Brand” page in Seller Central, available to sellers enrolled in Brand Registry as of early 2024. The dashboard aggregates four core performance indicators that map to the customer‑journey funnel, letting brands monitor awareness, consideration, purchase and loyalty in a single view. Sellers who rely on brand growth should start using the tool now to spot early‑stage issues before they affect sales.

Key Points

• Search‑ratio indicator — Shows the percentage of relevant shopper searches that return any of your brand’s ASINs, for example a 28 % share versus a 22 % industry average.
• Rating trend metric — Aggregates all product star ratings into a single line graph, highlighting a shift from a 4.3‑star average to a 3.9‑star average over the past quarter.
• Conversion‑rate gauge — Calculates the proportion of brand‑page visits that end in a purchase, such as a rise from 5.2 % to 6.8 % after a listing refresh.
• Customer‑ratio tracker — Breaks down purchases between first‑time and repeat buyers, illustrating a scenario where repeat purchases climb from 18 % to 24 % after launching a Subscribe & Save program.
• Graphical timeline view — Plots all four metrics on a shared timeline, enabling sellers to correlate a dip in search‑ratio with a concurrent drop in conversion‑rate.
• Program‑linked recommendations – Each metric is paired with a shortcut to the most relevant Amazon program, such as a direct link to A+ Content when rating trends decline.

How the Dashboard Works

1. Data aggregation — Amazon pulls search‑term impression data, rating updates, checkout conversions and purchase histories into a unified dataset; for instance, a seller selling 12 SKUs will see a combined search‑ratio across all listings.
2. Metric calculation — The system applies predefined formulas (search‑ratio = brand impressions ÷ total category impressions, etc.) to generate the four KPIs; a brand with 5,000 impressions out of 20,000 category impressions records a 25 % search‑ratio.