Amazon has quietly changed how it measures the quality of your Brand Store, and this is a big shift sellers need to understand. Until now, Brand Store quality was judged mainly on engagement metrics, especially how long shoppers stayed in your store (dwell time). As of December 12, 2025, Amazon has changed the priority. Brand Store quality ratings are now based primarily on sales performance, not just browsing behavior.
Source: Amazon
What actually changed?
Your Brand Store now receives a high, medium, or low quality rating based on:
Sales attributed directly to your Brand Store
How your store performs compared to similar brands in your category
You can still see:
Dwell time
How your store compares to peer brands
But these are no longer the main drivers of your quality rating. Revenue now carries more weight than attention.
Why did Amazon make this change?
Amazon wants Brand Stores to do one thing well: convert traffic into sales. A store that looks good but doesn’t sell is no longer considered “high quality.” A store that guides shoppers toward purchases drives real results. Amazon’s own data shows:
High-quality Brand Stores can generate up to 97% more sales than low-quality Stores
They can drive up to 39% more sales than medium-quality Stores
This update aligns Brand Stores more closely with Amazon’s core goal, which is conversions.
Why does this matter for sellers?
Forces a mindset shift: Brand Stores are no longer evaluated on how they look or how long shoppers stay, but on how well they convert visits into sales.
No longer just storytelling pages: Visual branding alone is not enough. Your store must actively support buying decisions.
Not just catalog displays anymore: Simply showing all your products won’t help if shoppers don’t know what to buy next.
Treated like a sales funnel: Amazon measures how effectively your store moves shoppers from entry to purchase.
Traffic without conversions hurts your quality score: If shoppers visit but don’t buy, your Brand Store quality rating can drop.
Clear buying paths: Stores that guide shoppers toward the right products, bundles, or categories benefit under the new system.
What sellers should focus on now?
To improve or protect your Brand Store quality rating, sellers should:
Design stores around buying paths, not just visuals
Highlight best-selling and high-margin products early
Use collections that encourage multi-product purchases
Reduce friction between browsing and clicking into product pages
Treat Brand Store optimization like conversion rate optimization, not branding alone
Amazon has also updated optimization recommendations to show potential sales impact, not just engagement improvements. This makes it easier to decide what changes are actually worth implementing.
Where to check your Brand Store quality?
You can find this data inside:
Advertising Console
Brand Store Insights dashboard
Brand Store quality tab
This update is already live across multiple regions, including the US, UK, EU, Canada, Australia, and more.
Now, brand Stores are judged by how well they sell, not how long shoppers stay. Sellers who treat their Brand Store as a revenue engine, not just a brand page, will win. Those who focus only on design without conversion intent will fall behind.
If you need help aligning your Brand Store with Amazon’s new sales-focused expectations, our Amazon brand consultants can help audit your store, identify conversion gaps, and structure it for stronger sales performance.
