Amazon enhances insights on the Brand Store with the introduction of new metrics

Amazon has recently introduced new metrics to provide valuable insights on user engagement and reach, in order to ensure brands have a more accurate understanding of their Brand Store performance:

• Average dwell time: the time a visitor spends on average interacting with the store or page. The more engaging the Store, the longer the average dwell time of users;
• Average bounce rate: the percentage of visitors who arrived at the Store but left without interacting. The more engaging the Store, the lower the average bounce rate of users;
• New-to-Store visitors: visitors who have accessed for the first time in the last 12 months. A strong indicator of the reach of new customers, and a valuable KPI when promoting the Store outside of Amazon.

These new integrations indicate Amazon's focus on enhancing the experience of Brand Stores. A well-designed Brand Store is now even more crucial, and these metrics provide a tool to measure the impact of any changes made.