Built your Amazon brand store only to get a “poor” or “needs improvement” rating? Amazon’s Brand Store quality rating can feel confusing at first, but it plays a crucial role in how your store performs and how customers engage with your brand.
Your rating isn’t just about appearance—it shows Amazon and shoppers your storefront’s reliability, usefulness, and design quality. A low score can hurt your visibility, reduce buyers engagement, and even affect your store’s placement during major events like Prime Day.
So why is your score low? And what can you do about it? From weak visuals and clunky navigation to thin content and poor branding, several small mistakes can lead to a big drop in rating. In this blog, we’ll explain what your score really means and how to fix the issues holding you back.
What is the Amazon Brand Store quality rating?
The Amazon Brand Store quality rating is a score that shows how well your brand storefront is designed and how effectively it helps customers learn about and buy your products. It’s Amazon’s way of measuring how useful, engaging, and trustworthy your store is.
This rating looks at things like how easy it is to navigate your store, whether your content is clear and helpful, if your branding is consistent, and how well your pages are organized. A higher score means your store is more likely to perform well, hold customer attention, and convert visits into sales.
Amazon doesn’t show the exact score to customers, but it does impact how your store is treated during major events like Prime Day or in placements on your product pages. In short, a good rating helps you stand out while a poor one can quietly hold your brand back.
Why is it important?
The Amazon Brand Store quality rating is important because it shows how well your store is built for customer experience. Your Amazon Brand Store quality rating can directly impact how your Amazon Seller Storefront performs and how customers view your brand. A higher rating means your store is clear, useful, and engaging which can lead to more time spent on your pages and more sales.
Amazon may also give better visibility to high-rated stores, especially during key events like Prime Day or seasonal sales. A low rating, on the other hand, can reduce trust, hurt your brand image, and make shoppers leave without buying. Simply put, a better quality rating can lead to better traffic, conversions, and long-term success on Amazon.
Common reasons for low Amazon Brand Store quality ratings
If your Amazon Brand Store has a low-quality rating, it’s often due to a few key issues that are easy to overlook. Fixing these can make a big difference in how customers view your brand and how Amazon ranks your store.
- Poor store design
A messy or unbalanced layout can turn customers away. If your store looks cluttered, uses too many colors, or lacks clear structure, it becomes hard to follow. A clean, professional layout builds trust and keeps people browsing.
- Thin or unclear content
If your store has too little information or content that’s vague it won’t engage shoppers. Each section should clearly explain your product benefits, categories, or brand values. Avoid repeating generic lines or leaving banners empty.
- Poor navigation
If users struggle to find what they’re looking for, they’ll leave. Too many menus, missing links, or disorganized categories can frustrate visitors. Clear navigation helps customers move through your store easily and find products faster.
- Lack of engagement elements
Stores that only show products without videos, comparison charts, or lifestyle images often feel flat. Shoppers are more likely to explore and convert when stores include interactive or helpful elements.
- Brand inconsistency
If your logos, colors, or messaging change from page to page, it breaks the flow and trust. Keep a consistent look, tone, and feel across your entire store. This makes your brand more memorable and professional.
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How a low rating affects your store’s performance
- Reduce customer trust
A low-quality store often feels incomplete, outdated, or hard to navigate. When customers land on a store like this, they may question the reliability of the brand. If the design is poor or the messaging is unclear, it can make your business seem unprofessional. That hesitation can lead to fewer conversions and a higher bounce rate.
- Less time spent in the Storefront
Amazon measures how shoppers interact with your store—how many pages they click, how long they stay, and what they do next. If your content is thin, boring, or poorly organized, people won’t stay long. A low rating often reflects this. And when customers aren’t spending time on your store, they’re less likely to explore your full product range or make a purchase. Here, you can choose an experienced Amazon SEO consultant.
- Miss opportunities during high-traffic events (like Prime Day)
Events like Prime Day, Black Friday, and Cyber Monday bring a surge of new shoppers. But if your Brand Store isn’t optimized, you risk missing out. Amazon is more likely to highlight and promote high-quality stores during these peak times. A low rating can lead to lower visibility, even if your products are strong. It’s a missed chance to capture new customers when they’re most ready to buy.
- Less favorable consideration from Amazon in placements
Amazon’s algorithms and merchandising teams consider quality when recommending stores for placements like Sponsored Brands, email features, or homepage banners. If your store has a low rating, it’s less likely to be selected for these opportunities. That means fewer impressions, clicks, and sales—all because your storefront didn’t meet quality standards.
How to improve your Amazon Brand Store quality rating
If your Amazon Brand Store quality rating is low, don’t worry it can be improved with the right steps. A strong store not only improves your rating but also builds customer trust and boosts sales. Here’s how you can improve your rating with simple, effective changes.
#1 Improve your store design
Your store should be clean, professional, and easy to browse. Use high-quality images, balanced layouts, and consistent colors that reflect your brand. Avoid clutter and keep the design visually appealing. Think of it like a real store if it looks messy, people won’t want to stay.
#2 Add clear and useful content
Avoid empty sections or blocks of text that say nothing. Every section should serve a purpose—describe your products, highlight benefits, or tell your brand story. Use simple language and helpful headlines. Shoppers should quickly understand what you sell and why it’s worth buying.
#3 Fix your navigation
If visitors can’t find what they’re looking for, they’ll leave. Make sure your store has clear menus and categories. Group products in logical sections like “Bestsellers,” “New Arrivals,” or “Shop by Category.” Add internal links to guide users between pages.
#4 Use engagement elements
You can include banners, videos, lifestyle images, or comparison charts to keep shoppers interested. Visuals help explain your products and keep users in your store longer—which can increase your rating. Videos showing how your product works can make a big difference.
#5 Be consistent with branding
Your store should match your product listings and packaging in tone, color, and messaging. Use your brand logo, tagline, and consistent design elements across all pages. A well-branded store looks more trustworthy and professional.
#6 Update your store
If your store hasn’t changed in months, Amazon may view it as inactive. Add new products, seasonal banners, or update messaging around promotions. A fresh store shows that your brand is active and involved, which helps improve your rating.
#7 Test and track performance
Use Amazon’s Store Insights to see how shoppers interact with your pages. If a page has a high bounce rate, review and improve the content or layout. Try small changes and track what works best.
Improving your Amazon Brand Store quality rating takes effort, but it’s worth it. A better store means more engagement, stronger customer trust, and more chances to convert traffic into sales.
Final thoughts
A low Amazon Brand Store quality rating can quietly hurt your brand leading to reduced trust, lower shopper engagement, and missed visibility during key sales events. Whether it’s due to poor design, unclear content, or weak navigation, these issues signal to Amazon and your customers that your brand experience needs work.
With the right improvements like adding engaging visuals, cleaning up your layout, and making navigation intuitive you can boost your rating and overall performance.
If you’re unsure where to start or want to speed up the process, working with Amazon consulting experts can make a big difference. They understand what Amazon looks for and can help turn your Brand Store into a conversion-driving asset that stands out even during the most competitive shopping seasons.
Why are my Amazon Brand Store quality ratings so low and how to improve them?
