Amazon has officially launched the Brand Building Index , which has been opened for sellers!

Mondo Technology Updated on 2024-02-20

Amazon Global Selling has announced the successful integration of Brand Building Metrics into the Build Your Brand page in Seller Central.

On this new page, sellers will be able to view specific business metrics related to key brand-building goals in real time, including branded search rate, branded product star rating, branded product conversion rate, and percentage of repeat customers. The visualization of these metrics gives sellers a comprehensive view of the brand's performance, including the frequency of customer searches for the brand, the average star rating of the brand's products, the conversion rate of the brand's products, and the percentage of repeat customers. By continuously paying attention to the changes in these indicators and taking corresponding optimization measures, sellers can not only enhance their brand influence, but also effectively improve the sales performance of their products.

It's important to note that the specific functionality, features, and benefits of Brand Building Metrics will vary depending on the seller's region, and there may be some differences in different regions. Specifically, the recommendations for each site, country, or region are based on the product features that are already available and available on that site. For example, the Posts feature is only available on US sites, so it may not be included in Opportunities in other regions.

01.The brand's overseas expansion momentum is strong

The brand building indicator is the supporting force

In recent years, with the support of China's strong ** chain, China's cross-border e-commerce industry has grown from scratch and from weak to strong, and many small sellers have successfully developed into large enterprises, and even some cross-border enterprises have been successfully listed. Under the trend of brands going to the international market, long-termism has become the core strategy for the survival and development of Chinese overseas enterprises. How to build a brand on a global scale will become the long-term development goal of all sellers in the future, and branding will inevitably become the next development opportunity in the field of cross-border e-commerce.

As far as brand building metrics are concerned, it helps sellers to have a comprehensive understanding of the brand, and evaluates the value of the brand by measuring indicators such as the actual number of interactions between consumers and the brand, so that the evaluation of the effect of brand promotion is no longer limited to the initial stage. In addition, brand metrics quantify brands and consider marketing effectiveness at every stage of the consumer purchase decision-making process, from initial contact with the brand, to showing purchase intent, to closing the purchase, and finally becoming a repeat customer. By looking at the overall value of your brand, you can optimize your campaigns in a targeted manner to better build your brand.

02.How can sellers optimize brand impact with new tools?

Brand building metrics cover a number of key performance indicators and provide sellers with the opportunity to get a complete picture of how their brand is performing on Amazon. Among them, the following core indicators deserve special attention:

Branded search rate:Measure how often buyers search for your brand, which directly reflects brand awareness. A high brand search rate indicates that the brand is more recognizable to potential customers.

Brand product star:Reflect customer satisfaction with branded products. The higher the average product star rating, the better the customer reviews the brand.

Branded product conversion rate:Measuring the percentage of customers who actually purchase a branded product after clicking on it is a key sales conversion metric. A high conversion rate indicates that the brand's products are attractive.

Proportion of repeat customers:The number of repeat customers is an important criterion for evaluating brand loyalty. A higher percentage of repeat customers indicates that customers are more satisfied and loyal to the brand.

Knowing these key brand-building metrics, sellers can take targeted optimization actions:

1.Increase brand awareness:Increase your brand's presence on Amazon by increasing advertising investment, campaigning, and social networking, thereby increasing your brand's search rate.

2.Optimize product quality and satisfactionPay attention to product quality and customer experience, actively collect and process customer feedback, and improve product star ratings. At the same time, continuous improvement and optimization of customer evaluations are carried out.

3.Increase conversions:Optimize the content of your product detail page to ensure that the description is accurate, clear, and appealing. Consider offering free samples or trials to increase customer confidence in purchasing.

4.Strengthen customer loyalty:Encourage customers to make repeat purchases by establishing a loyalty program and sending out regular offers. At the same time, establish a sound customer service system, quickly solve customer problems, and improve customer satisfaction.

5.Continuous monitoring and adjustment:Regularly check the changes in brand building indicators, analyze the causes, and adjust the operation strategy. For example, if a brand's product conversion rate drops, you may want to review the content of your product detail page for updates.

Amazon's brand-building metrics provide sellers with a powerful tool to understand the overall performance of their brand in real time and develop targeted optimization actions. By in-depth analysis of these metrics and taking corresponding actions, sellers can not only enhance brand influence, but also effectively improve product sales performance.

With the further development of the Amazon platform and the continuous improvement of brand building indicators, sellers will have more opportunities to use these tools to enhance their competitiveness and stand out from the fierce market competition.

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