The Amazon Brand Dashboard (And How It Works)

In every Seller Central account on Amazon, there are myriad of features and options to choose from, when it comes to customizing your listings, analyzing data, and expanding the reach of your brand. The features are so abundant, in fact, that many of these features remain underutilized by sellers. Today, we want to talk about the Brand Dashboard, and make sure you are up to speed on all that it has to offer.

So first, where do you find the Brand Dashboard? Log into your Seller Central account and over on the left-hand side, you see a section called Brand Health with a link below entitled “View Brand Dashboard.” Yep, click on that. Once you’re on your dashboard, there is a ton of information that can give you additional support in building your brand on Amazon and addressing potential areas of improvement for your products.

Detail Page Completion

This will tell you if you have any listings lacking in product descriptions. Especially for brands that have a high volume of SKUs, it’s easy to overlook some of the details, so it’s great that this feature brings it to your attention.

To Do: This week, pick one new feature in the Brand Dashboard to explore. And take one aspect of the data to take action on. Example… if you find you need to add details to any of your listings, make a plan to fully optimize them. 

Search Term Optimization

This lets you know if your product listings are using at least 90% of their allocated keywords with non-duplicative, value-added keywords. We use a tool that removes duplicate backend keywords, but sometimes things get overlooked and ensured that there are no wasted characters or keywords on your listing.

To Do: Look at this optimization feature and start by making sure all your product titles are fully optimized. It might feel overwhelming to do the whole listing, but the title is a critical component, so just start there. 

Customer Reviews

Reviews are huge for sellers, and it’s not just the number of reviews, it is equally as important to stay on top of any negative feedback. On the dashboard, you’ll see information about recent reviews that have come in and rated your product less than 3-Stars. It’s extra valuable because you can actually respond to those reviews right from within the dashboard portal. And that’s where your stellar customer service can take over. If the number of reviews is where you are lacking, TurnKey Product Management offers an accelerator course and coaching to help you learn new strategies to increase your flow of reviews.

To Do: Respond with stellar customer service to any reviewers who have posted low ratings. Try to address their concerns and turn them into a happy customer. At the very least, leave them with a good impression of your brand even if they weren’t satisfied with your product. 

PPC

If you end up having a listing that has no sponsored ads, the “Sponsored Ads Adoption” feature will let you know that one of your listings is being forgotten. Again, with high volume brands, it’s easy to focus on your hero products and neglect some others, so this will ensure that all your listings are being monitored to keep your brand in good health.

To Do: Pick one listing that is underperforming when it comes to PPC, and use this data to make campaign changes, including adding negative keywords so you don’t waste your precious ad budget. 

New Product Optimizer

If you are launching a new product on Amazon and already Brand Registered, your product will automatically be registered into the New Product Optimizer for 60-days (thanks Amazon!). This feature basically allows you to see all the potential opportunities for your new product to get exposure. So whether you’re eligible for the Early Reviewer Program or you need to remember to add your A+ content, this is basically like a checklist for a seller to make sure no stone is left unturned as you execute a strong launch. It really is an incredible feature for sellers.

To Do: Go through this checklist on at least one of your listings this week to see if you are underutilizing some of the features available to sellers. And chances are if you are missing out on something for one listing, once you figure out a system of how to incorporate that into your seller routine, you’ll be able to apply the change across the board to your other listings. 

Final Thoughts

The Brand Dashboard is really an incredible offering from Amazon to allow sellers to see a lot of data and missed opportunities for sellers all in one place. And don’t forget to visit the “Brand Benefits” tab, where you can learn more about additional features you get as a brand registered seller and these ideas can help you strategize how to take your brand building to the next level. Make 2020 the year where you stop relying on passive growth and make a plan to build your brand!