How do I ACTUALLY use Amazon's brand metrics dashboard? ⬇️ Kieran Clark recen...
By Destaney Wishon · January 28, 2026 · Curated by George's Blog
How do I ACTUALLY use Amazon's brand metrics dashboard? ⬇️
Kieran Clark recently asked me how I actually make this dashboard actionable, so here you go!
A few things -
1️⃣ Start wide, this dashboard is NOT for diving deep.
Dive deep with SQP, or a few of the other dashboards, but use Brand Metrics to help identify the right DIRECTION to go!
2️⃣ Analyze your conversion rate BEFORE diving into your traffic opportunities.
Two things ultimately control organic rank on Amazon:
• Conversion rate
• Traffic
So why do I prioritize conversion rate?
If people click your PDP and don’t buy, nothing else matters.
I always compare:
•Your conversion rate
•Category median
•Category top
Example:
If you’re converting at 14% and the category median is 24%, that’s a red flag 🚨
3️⃣ Higher price ≠ excuse for poor CVR
If you’re priced well above the category and converting lower?
That’s not a traffic problem.
That’s a storytelling problem.
Higher-priced brands need:
Better creative
Better education
More upper-funnel demand
When we lean into video, TV, and educational content, conversion gaps close fast.
4️⃣ Then I look at branded search & PDP views.
Once conversion is healthy, then I care about traffic.
Two metrics I love:
Branded searches → demand creation off Amazon
Detail Page Views → how much shelf space you’re actually owning
I compare against category median, not just category top (which can be skewed by massive CPG brands).
This tells me:
Are we growing awareness?
Are we winning share?
Are we gaining or losing ground over time?