Overview

Amazon has officially retired its Voice of the Customer dashboard and replaced it with the Customer Experience Metrics tool. This migration consolidates brand health monitoring into a single interface, giving brand-registered sellers a clearer view of their performance across key customer experience standards. Sellers who previously relied on the old dashboard will find the same core functionality — plus additional insights — within the new tool.

Key Points / What Sellers Need to Know

• Dashboard Replacement — The Voice of the Customer dashboard has been deprecated. All brand health tools and metrics previously found there are now accessible through the Customer Experience Metrics tool.
• Brand Registration Required — The tool is available to sellers who own or operate a registered brand. Ensuring all brands are properly enrolled through Brand Registry is essential for full access.
• Performance Standards Enforced — Amazon has set customer experience standards that brands must meet consistently. Failure to maintain these standards over time could result in the loss of certain brand benefits or selling privileges.
• Advance Warning Provided — If a brand is at risk of losing benefits due to underperformance, Amazon will send a notification before withdrawing any privileges.

Metrics Tracked in the New Tool

The Customer Experience Metrics tool monitors several performance indicators that Amazon considers essential to maintaining a strong shopping experience. These include Buy Box eligibility, in-stock rate, and price competitiveness — the three pillars Amazon uses to evaluate whether products meet customer expectations for availability, pricing, and shipping convenience.

Buy Box Eligibility measures whether your products qualify for the featured offer position on the product detail page. Products that are Buy Box eligible tend to see higher conversion rates because customers can purchase directly with one click. Sellers can improve eligibility by enrolling products in Fulfillment by Amazon or by using Seller Fulfilled Prime to meet Amazon's shipping standards.

In-Stock Rate reflects how consistently your products remain available for purchase. Running out of stock doesn't just mean lost sales in the moment — it can have lasting effects on your search rankings, traffic, and overall sales velocity. Amazon encourages sellers to proactively manage inventory replenishment to avoid stockouts.