Recently, Amazon launched two new features that use "Big Insights" data to efficiently improve the quality of brand flagship stores. This is a very important message because it is related to your member's day performance.

Most operators think that the brand flagship store does not help the member day or promotion, in fact, it is very useful. Because it is now a fine-grained operation, every detail can determine your position in a highly competitive environment, and Amazon may devote more resources to supporting brand flagship stores to enhance the competitiveness of the "brand dimension".

Last July, Amazon launched a new tool called brand customization promotions. With this tool, sellers can use "private traffic" to increase sales, create exclusive discounts to "buyers who follow or buy their products," and attract repeat customers or recycle previously wasted traffic. And recently two big things have happened:

First, the first new tool: brand flagship store quality rating report, through this tool, sellers can diagnose their own rating, according to the rating to optimize their flagship store;

Three New Store metrics have been added, including average Bounce Rate (Avg.Bounce rate), average Dwell Time (Avg.Dwell Time), and New to Store Visitors.

These actions look like Amazon is making a big determination to make brand flagship stores live and become sellers' "brand back garden" and "traffic reservoir".

This new feature can be seen on the page of your brand's flagship store, as shown below:

The quality rating of brand flagship stores is divided into three levels of "low/medium/high". Brand owners can view the 30-day average stay in the brand flagship store and the progress bar to show the number of recommendations taken, as well as the average stay in their brand flagship store compared to peers and the number of recommendations taken.

Literally, it is probably that Amazon will score the seller's brand flagship store, similar to the quality score of Listing. According to internal Amazon data, the higher the rating, the higher the sales tend to be: branded stores with a "high" quality rating sold up to 50 percent more than those with a "low" rating and 34 percent more than those with a "medium" rating.

For sellers, in fact, mainly look at the quality of the score and the suggestion of operation two parts.

The quality rating (high/medium/low) of a brand's flagship store is calculated based on the measures you have taken to help improve the performance of the brand's flagship store, measured by length of stay. So it is very simple, just look at the three grades in the score, but there is also a call to stay time, see how many seconds your stay time is, basically the longer the better.

Then there are the operation suggestions, the system has a good hint. As shown below:

These recommendations are 13 in total and are updated every 24 hours. You just need to do all the suggested operations and try to improve the residence time of your shop.

As we all know, we often emphasize the importance of data in the process of operation, and advocate data-based guidance for investment decisions. Another big move made by Amazon's flagship Store for brand flagship stores is that the "Store new Insight in dashboard" can provide us with more data indicators worth paying attention to.

When we optimize brand flagship stores through brand flagship store quality rating report, we can also combine these three new key indicators to adjust, now let's introduce in detail.

It is no exaggeration to say that these three data indicators can help us understand the interaction between consumers and the various pages in the brand flagship store, and then measure and improve the operation effect of the brand flagship store.

At this point, the data insight dashboard of the brand flagship store also provides 14 data indicators for the seller.

One of these metrics that stands out is the number of "followers," or the number of customers who follow the brand through the "Follow" button on the brand's flagship store or post.

This feature has been available for quite some time, although it is still a beta version, but this is almost a big concession for Amazon, to a certain extent, it means that Amazon allows sellers to save their own brand private domain traffic on the site.

Next, the brand flagship store will become a relative sense of the "private domain traffic pool", continue to accumulate users who have a good feeling about their own brand, at the same time, Amazon has also begun to allow brand flagship stores, fans of their own brand for "targeted marketing".