Boost Your Amazon Sales with New Brand Flagship Store Insights

The Brand Flagship Store is a dedicated space for sellers on Amazon to promote their brand, serving as a 24/7 shopping hub. Research shows that from 2018 to 2023:

• The number of brand flagship stores increased from 67,000 to 559,000, totaling 492,000.
• The visit rate to brand flagship stores has increased by 2.4 times.
• 47% of Amazon users are very familiar or relatively familiar with brand flagship stores.

 

During Amazon Prime Day, high-quality brand flagship stores not only help better manage internal and external traffic, providing consumers with a pleasant shopping experience and simplifying the decision-making process, but also showcase the brand's full range and core to a wider audience during peak traffic periods.

 

To help sellers optimize their brand flagship stores more effectively, Amazon has launched two new features to improve the quality of brand flagship stores through "Big Insights" data.

 

Note: The following two features are open to brand owners on all Amazon sites!

 

一. Amazon Brand Flagship Store Quality Rating Report Launched

 

   The Brand Flagship Store Quality Rating Report uses a low/medium/high rating system to intuitively show Amazon sellers the quality of their brand flagship stores. Generally:

• Brand stores with a "high" quality rating have up to 50% higher sales than those with a "low" rating.
• Brand stores with a "high" quality rating have up to 34% higher sales than those with a "medium" rating.

   Copy and paste the link into your browser to view: [Amazon Builder]: https://advertising.amazon.com/builder

 

   In the Amazon Brand Flagship Store Rating Panel, sellers can access:

1. Their own brand flagship store rating

 

 

2. Brand flagship store dwell time and progress of suggested actions

• Displays the average dwell time of the brand flagship store over 30 days and the progress of executing the system's suggestions.

3. Peer comparison data

• Compare your brand flagship store's average dwell time and number of suggestions adopted with peers to evaluate your store's level within the industry.

4. 13 recommendations to improve flagship store quality rating

• The system ranks these 13 recommendations based on their expected impact on dwell time and updates the recommended actions every 24 hours. Each recommendation comes with an "example" display to help sellers understand and learn the "best practices" of high-quality brand flagship stores more intuitively.

It is well known that Amazon Brand Flagship Stores can build awareness, increase purchase intent and drive sales, establish loyalty, and facilitate upselling. The 13 recommendations currently introduced can precisely match these business goals and help optimize dwell time.

 

01 Establish Awareness

   Inject vitality into your brand and products, making details clear to consumers!

• Background Video: Add a background video to enrich your product information and showcase the product more vividly.
• Text Module (No Link): Use text modules to create a "title" or "banner" (image material at least 3000×600 pixels) to tell your brand story.
• Text Module (With Link): Add a text link to the flagship store page to help consumers discover your product categories.

 

02 Increase Purchase Intent

   Design pages carefully and use widgets to encourage consumers to add products to their shopping cart!

• Product Widgets (Home Page): Add "Best Sellers" and "Recommended Products" widgets to the brand flagship store homepage.
• Product Widgets (Subpages): Add "Best Sellers" or "Recommended Products" on subpages to highlight your main products in the category.
• Product Grid (Home Page): Add a product grid widget to the homepage to comprehensively display your products.
• Product Grid (Subpages): Add a product grid widget to subpages to showcase more products in the category.
• Product Module: Add at least one product module to introduce and highlight your products.
• Creative Material Content: Add image module links to the brand flagship store page to help consumers discover more products.
• Shoppable Images: Add a shoppable image to the flagship store to help consumers better understand the usage scenarios and experience.

 

03 Build Loyalty and Upsell

   Customize the brand flagship store shopping page for consumers!

• Video: Add a video to tell your brand story more deeply.
• Text Module (Product): Add a text module to introduce and highlight a specific product, driving traffic to the product page.
• Three Subpages: Add at least three subpages to optimize consumer interaction and categorize your products more clearly (season, audience, usage scenarios, etc.).

By using the 13 recommended measures provided by Amazon Big Insights, not only can you attract, retain, and convert more customers, but you can also effectively cultivate positive brand perception. Consumers will trust and love the brand more, bringing more sales opportunities.

 

二. Amazon Brand Flagship Store Adds 3 New Metrics

 

To further help Amazon sellers understand consumer interaction behaviors on various pages of their brand flagship stores, thereby providing a clearer basis for judging page quality and identifying optimization directions, the Amazon Brand Flagship Store data insights dashboard has added three key metrics:

1. Average Bounce Rate
2. Average Dwell Time
3. New to Store Visitors

Sellers can view these metrics on multiple pages of the brand flagship store data insights dashboard.

 

Thus, the Amazon Brand Flagship Store data insights dashboard now provides sellers with 14 data metrics.

Brand Flagship Store Insights Dashboard Metrics	Description
Visitors	The total number of users visiting the brand flagship store within the selected date range. Calculated based on unique users or devices per day. One visitor can visit multiple pages, and multiple traffic sources can contribute to one visitor's actions. Thus, visitors to multiple pages within the store will not exceed the total number of unique visitors to the store.
Visits	The number of visits to a page within the store by a visitor on a given day. One visitor can have multiple traffic sources leading to multiple visits, and multiple visits to multiple pages.
Pageviews	The number of page views within the specified period, including repeated views of the same page.
Pageviews per Visit	The average number of pages viewed by visitors per visit to the store.
Pageviews per Visitor	The average number of pages viewed by visitors during their visits to the store.
Sales	The total estimated sales generated within 14 days after the visitor's last visit to the store.
Units Sold	The total number of units purchased within 14 days after the visitor's last visit to the store.
Orders	The total number of orders placed by visitors within 14 days after their last visit. An order can include one or more units.
Units per Order	The average number of units per order.
Sales per Order	The average sales amount per order.
Sales per Visitor	The average sales amount per visitor.
Sales per Visit	The average sales amount per visit.
Follower Count (Beta)	The number of customers following the brand via the "Follow" button on the brand flagship store. Available only in the US.
ASIN Detailed Metrics (Beta)	Detailed metrics for each ASIN available through the brand flagship store, such as clicks, click-through rates, inventory status, etc. Currently in beta in the US.
Average Bounce Rate (New)	The percentage of visitors who leave the store without interacting, indicating customer dissatisfaction.
Average Dwell Time (New)	The average time visitors spend on each page within the store, indicating their interest level in different page content.
New to Store Visitors (New)	The number of consumers visiting the store for the first time in the last 12 months, showing the effectiveness of the brand's reach and promotion.

 

Don't just be tempted, take action—open your data insights dashboard and take the first step in optimizing your store operations!

 

三. Frequently Asked Questions about Amazon Brand Flagship Store Tool Updates

 

1. Which sellers can use the Brand Flagship Store?

• Currently, the Amazon Brand Flagship Store is available on all sites!
• Brand owners who have completed Brand Registry on Amazon can use the Brand Flagship Store. Once you have your brand flagship store, you can unlock the Brand Flagship Store Quality Rating Report and Data Insights Dashboard.
• Pending Trademark or registered trademark (R mark) can all register brands on Amazon. Note that the accepted trademark status varies by country/region. For details, copy and paste the following link into your browser: [Amazon Brand Protection]：https://gs.amazon.cn/brand/brandprotection?ref=as_cn_ags_brand_br

 

2. How often is the data in the Brand Flagship Store Quality Rating Report refreshed?

• Every 24 hours.

 

3. How is the Brand Flagship Store Quality Rating calculated?

• The quality rating (high/medium/low) of the brand flagship store is calculated based on the key attributes included in the store design that are likely to increase dwell time (recommended suggestions).

 

4. Why are the quality rating and suggested actions of the Brand Flagship Store linked to dwell time?

• Amazon's research shows that the time consumers spend on an Amazon Brand Flagship Store is a strong indicator of their likelihood to make a purchase within 3, 6, or 12 months. Generally, the longer consumers stay in the flagship store, the higher the sales. Multiple touchpoints provide more engagement opportunities for the store.

 

5. If I take more than one suggested action, can the values in the "observed average dwell time increase" be added together to get the total impact?

• These numbers are based on correlation and observed averages, so they cannot be added together to get a cumulative average.

 

Dear Amazon sellers, check your Brand Flagship Store Quality Rating Report and insights data metrics now! Make your brand flagship store more attractive and boost your performance growth!