Amazon offers feedback on the performance of its brands in various parameters and suggestions for the actions that sellers can take with the Brand Dashboard, which it offers to sellers who are registered in the Brand Registry program.
A series of suggestions on how brands can improve their performance, which are evaluated in 3 parameters called Amazon’s Price Competitiveness, Prime Eligibility and In-stock Rate, can also be accessed from the Brand Panel.
With the Price Competitiveness metric, it is tracked how much the products sold on Amazon are sold in other market places (eg ebay, Walmart, Wayfair) and warnings are passed on products below the market average. Buy Boxes can be purchased from sellers for products that are sold at high prices according to market conditions and sellers are encouraged to reduce prices.
With the Prime Sales Eligibility metric, it is determined how many of the products under a brand have the Prime label, which means fast and free shipping, and brands are directed to sell their most viewed products through FBA or Seller Fulfilled Prime programs.
With the parameter called “In-stock Rate” and not to be confused with the “FBA In-stock Rate” parameter, it is determined how much of the products under the brand are suitable for sale and recommendations are given for stock entry for the products in demand.
These titles, which are the main Brand Health metrics that affect customer experience, according to Amazon, are based on reviews on the most successful brands. It is stated that the brands that manage these metrics most successfully are growing their business in Amazon in the most stable way.