Keep a close eye on your conversion rate:  If your Amazon Store isn’t converting well, you could be wasting your Sponsored Brands budget. You might have a highly refined ad strategy, but if those ads lead to underperforming content, all that effort goes to waste.

So, what’s considered a good conversion rate (CVR) for your Amazon Store? It largely depends on your product category. However, a useful benchmark is to compare your Store’s CVR to your product page CVR. In general, if your Store’s CVR is more than 15 percentage points lower than your product page CVR, it’s probably time to rethink and update your storefront.

Reorganize the products on your Amazon Store:  Since all the Store data is available at the product level, you can quickly identify which products aren’t performing well. Once again, compare each product’s CVR on your Store page to its CVR on the standard product page. If a product is significantly underperforming, it might be time to remove it from your storefront and showcase a different product instead. If you’re using the Amazon Console, making these comparisons can be time-consuming and involves a lot of back-and-forth clicking.

Feature your products with high New-To-Brand rates: In the end, your Amazon Store is meant to attract shoppers who may not be very familiar with your brand. One effective way to engage new customers is by featuring products with higher New-To-Brand rates, as these tend to catch the attention of first-time buyers. These products are strong candidates to showcase prominently on your storefront. We suggest calculating the New-To-Brand rates for your products and using that data to decide which items to highlight. In the Ad Console, you can easily access New-To-Brand data for your Sponsored Brands ads.