Manage every part of your brand’s Amazon presence in one place with Amazon’s Brand Dashboard. Available exclusively to Brand Registered Sellers, the Brand Dashboard exists to simplify the complicated task of optimizing your brand on the Amazon marketplace. Review Brand Health recommendations, optimize product listings, view recent customer reviews, and more. Learning how to navigate the vital data found with the Brand Dashboard is essential for any brand owner with a Seller Central account. Let us outline a few features of the Brand Dashboard with which you should probably be familiar.
Brand Health
Brand Health is the first component of the Brand Dashboard and provides Sellers with three data points to help improve overall brand health and success.

- Competitive pricing highly impacts the customer experience and is very important to Amazon. Improve your search performance and increase chances of winning the buy box by setting your price(+shipping) lower than the Competitive Price. Amazon assesses other retailers rather than other Amazon Sellers to determine competitive price.
- Prime Eligibility, very simply, helps you determine which of your ASINs are eligible for Prime benefits. It also reports on how many of your page views went to Prime Eligible and non-Eligible products, which might help Sellers decide if FBA or other fulfillment options are worth it for a particular item.
- In-Stock Rate shows you how many products are in or out of stock. This metric is calculated by the total page views of your items with available stock divided by the page views of replenishable items within the last 30 days. Going out of stock negatively impacts both the customer and seller experience, so this tool should help make it easier to keep products in stock.
Listing Optimization

Brand Analytics provides valuable information that can be used to optimize a detail page. It is the only place for sellers to get search term data directly from Amazon.
Brand Benefits

Registered Brands on Amazon have access to a suite of tools that help to build their business. One of the most useful features is the ability to sort and view recent product reviews. A review will be populated in the tool within 24 hours of when it is published on the detail page. The reviews can be filtered by ASIN, number of star ratings, or time period which makes this a helpful tool to stay on top of individual product performance and overall brand perception.
Amazon has recently removed Seller’s ability to leave comments on reviews, but the ability to report potential abuse remains
