Amazon Updates Brand Store Quality Rating to Focus on Sales Performance

Amazon announced a major update to its Brand Store quality rating system on December 12, 2025, shifting the focus from engagement-based metrics to sales performance attribution.

This change helps brands better understand how their storefronts directly contribute to revenue and how they compare to competitors in their category.

What Changed in Brand Store Quality Ratings?

Previously, Brand Store quality ratings were largely influenced by visitor engagement metrics, such as dwell time.

With this update, the rating system now uses:

• sales attributed to the Brand Store

• category-based peer performance comparisons

• updated optimization insights tied to revenue impact

Stores are now rated as:

• High

• Medium

• Low

based primarily on sales performance.

What’s New in the Dashboard?

The updated Brand Store insights experience includes:

1. Sales-Based Quality Rating

The rating system now reflects how effectively your Brand Store generates sales.

2. Peer Benchmarking

Brands can compare their sales performance against similar stores in their category.

3. Enhanced Optimization Recommendations

Suggestions now include:

• estimated impact on sales

• alongside traditional engagement metrics like dwell time

This helps brands prioritize changes that directly influence revenue.

Why This Update Matters

Amazon’s shift toward sales-based measurement provides a more direct view of business impact.

Instead of focusing only on how long users stay in a Brand Store, advertisers can now see:

• whether traffic is converting

• how the store contributes to overall sales

• how performance compares to competitors

Performance Impact Insight

Amazon reports that:

• High-quality Brand Stores can generate up to 97% more sales than low-quality stores

• They can also generate up to 39% more sales than medium-quality stores

This highlights the importance of optimizing Brand Stores not just for engagement, but for conversion performance.

How to Access the New Metrics

Advertisers can view the updated rating by:

1. Signing into the Amazon Advertising Console

2. Navigating to the Brand Store insights dashboard

3. Opening the “Brand Store quality” tab

   
   

API Updates for Developers

Amazon has also updated the Brand Store insights metrics API, introducing two new parameters:

• SALES_LAST_60_DAYS

• PEER_SALES_LAST_60_DAYS

These allow developers and agencies to integrate sales-based Brand Store performance into external reporting systems.

Where This Feature Is Available

The updated Brand Store quality rating is available globally across:

North America

• United States

• Canada

• Mexico

  
  

South America

• Brazil

  
  

Europe

• United Kingdom, Germany, France, Italy, Spain

• Netherlands, Sweden, Poland, Switzerland, Ireland

  
  

Middle East

• UAE, Saudi Arabia, Egypt, Turkey

  
  

Asia Pacific

• Japan, India, Australia, Singapore

  
  

Who Can Use It?

The feature is available to:

• all advertisers with Brand Stores worldwide

• sellers and vendors using Amazon Ads

Final Thoughts

This update marks a significant shift in how Amazon evaluates Brand Store performance.

By moving from engagement-based scoring to sales-driven insights, Amazon is giving advertisers a clearer connection between storefront optimization and actual revenue impact.

For brands, this means:

• more actionable performance insights

• better benchmarking against competitors

• stronger focus on conversion-driven optimization

Ultimately, Brand Stores are becoming less about traffic metrics and more about measurable sales outcomes.