Chapter 1: What is the new brand store quality rating introduced by Amazon?
Amazon just rolled out a brand new metric that might be indicating where their focus is going to be shifting for 2026. This is something that I didn't actually expect and I actually kind of enjoy. And that would be the Amazon rolled out their brand store quality rating. So what is this exactly? Essentially, the way that works is that Amazon is measuring you on two different things.
They are going to be measuring your brand store dwell time and then your brand store sales. But not only that, they are giving you as well a peer group dwell time and a peer group sales to base yourself off of to understand how well you are actually optimized for exactly whatever it is that Amazon is looking at here. Now, a couple of questions I had immediately when I was looking at this is,
What is Amazon basing this off of, right? They give a quality rating. They're high, medium, or low. And I wanted to know, how are they actually coming to the conclusion as to how quality your store is? Is it based on the dwell time only? Is it based on the amount of sales you have? Because as you can see, for instance here,
This store has a medium quality rating, and yet it has nearly a 10 X, you know, eight X of what the peer group sales are. Right. And so it got me thinking, how are they actually looking at this? And it's actually really interesting. The primary way that they are doing this is just based off of recommended actions.
Chapter 2: How does Amazon measure brand store dwell time and sales?
So Amazon is giving you everything that they are wanting from a recommended actions and what they want to see in every single one of the brand stores. So you can see here, build brand stores with shoppable images, drive brand quality of the textile, another textile they want to see. They also want to see product grades on the brand store. They want to see more textiles.
I don't know why there are three.
uh separate variations of this but it is one of those things that uh you know it's saying for this one link to the product page uh for this one just in general text out and then this one for a sub page and then finally a background video as well so all of these recommendations are things that amazon wants you to be doing on the brand store i was getting to this idea and thought of
Why is it that that is considered within how they are ranking the quality and not things such as dwell time and sales? And it made me realize one of the last bastions in e-commerce that Amazon is not going to be able to really ever get rid of is Shopify. Shopify is just going to be where people are migrating to.
And I personally am seeing tons and tons of Amazon sellers starting their direct to consumer and Shopify journey when they have been Amazon only for so, so long.
And a lot of that comes from increased fees on the Amazon platform and people just having this overall disdain for Amazon as of lately, that has been higher than ever just because profits are also lower than ever and costs are also at an all time high. And so I believe Amazon is looking to, uh,
essentially start qualifying people on this brand store quality and getting every single brand store with these recommendations to be as just same across the board as possible. They want every single brand storm brand store to be very synonymous and be able to have customers go to a brand store and have a very similar experience on every single one.
Because as it stands right now, you can currently go on Amazon and look at two different products, two different categories, and you can just realize that every single one of these products and categories are going to have a vastly, vastly different brand store.
So, you know, right now, I mean, looking at specifically this one where I have a T-shirt pulled up, you can see immediately we have so many different pages. We have new arrivals where it's just shop now, another shop section. We have all of the different categories here, what they're all doing. But then if I go over to something like this, we have immediately just product grid, right?
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