Amazon has updated how it evaluates Brand Store quality. Previously, stores were judged mainly on engagement metrics like dwell time. As of December 12, 2025, quality ratings now prioritize sales performance over browsing behavior.
What Changed?
- Brand Store ratings are now based on:
- Sales attributed directly to your Brand Store
- Performance compared to similar brands in your category
- Engagement metrics like dwell time are still visible but no longer determine quality.
Why It Matters
- Brand Stores must now convert traffic into sales, not just look good.
- High-quality stores can generate up to 97% more sales than low-quality stores.
- Stores are treated like sales funnels, guiding shoppers from entry to purchase.
Key Takeaways for Sellers
- Focus on buying paths, not just visual branding.
- Highlight best-selling and high-margin products upfront.
- Encourage multi-product purchases through collections.
- Reduce friction between browsing and clicking into product pages.
- Optimize for conversion, not just engagement or storytelling.
Where to Track Quality
Check your Brand Store quality in:
- Advertising Console
- Brand Store Insights Dashboard
- Brand Store Quality Tab
Sellers who optimize their Brand Store for sales will benefit under this new system. Visuals alone are no longer enough—your store must actively drive purchases.
If you want expert guidance, our Amazon brand consultants can audit your store, identify gaps, and structure it for stronger sales performance.