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Amazon Customer Experience Metrics

Amazon Performance

Amazon has released a new set of Customer Experience Metrics on US Seller Central.  The dashboard can be found under the Performance tab of your Amazon Seller Central account for the United States.  The Customer Experience Metrics are intended to help Amazon sellers improve their customer shopping experience, and identify opportunities to optimize listings.

There are four key metrics that are included in the Amazon Seller Central Customer Experience Metrics:

  1. Prime Eligibility
  2. In-Stock Rate
  3. Price Competitiveness
  4. Selection Completeness (this is currently not available for all brands)



Each of the Customer Experience metrics includes the past 3 months of performance, rolling 30-day results, and the “Excellence Benchmark” (i.e., what Amazon considers to be the gold-standard threshold for each metric).  Any issues will be flagged under each section:

    • These days, many companies face supply chain challenges.  Going out-of-stock may have both short-term and long-term impacts on customer experience as well as your traffic and sales. A simple solution to help you improve your In-Stock Rate is if you have items that are already out of stock or are going to go out of stock, simply “close” the listing.  This function can be found under the Amazon Seller Central / Inventory / Manage Inventory module.  Closing a listing is a temporary action and you can re-open the listing as soon as your items are in stock.
    • Amazon scrapes prices for the same UPCs outside of Amazon, across channels such as Walmart.com, SamsClub.com, Costco.com, and others.  It does not include the prices from other sellers in the Amazon store. In this metric, performance is measured by the percentage of item page views that are currently priced competitively on Amazon over the most recent trailing 30 days. This means that your most viewed products will influence your customer experience performance the most. Products that are out-of-stock or inactive do not account for this metric.
    • If your product is not sold on other channels that Amazon is tracking, then the price competitiveness fields will not be available.
    • 3 solutions that may help you improve your price competitiveness:
      • The most obvious is to create unique SKUs by retail channel, particularly for Amazon vs. Walmart and Club channels.  Unfortunately, even this doesn’t solve pricing flags on Amazon for many categories, since Amazon’s algorithms will look at price per ounce or price per serving size.
      • Create virtual bundles of offerings that are unique to Amazon.  Virtual bundles can perform surprisingly well on the marketplace, particularly large count packs and flavor assortments.
      • Use the Automate Pricing feature on Amazon to increase your products’ chances to become the Featured Offer. Automate Pricing allows you to automatically adjust prices on SKUs in your inventory in response to events such as competitive price changes. To make it easier for you to make pricing decisions, Automate Pricing allows you to have pre-defined rules in place.
    • This metric is not available on all brands yet.  Selection Completeness measures the breadth of items in your Amazon catalog and rewards sellers who sell a wide selection of products.  Be sure to include cross-sell elements in your Amazon A+ content and Amazon storefront to encourage shoppers to shop your array of offerings, and use Sponsored Brand advertising to promote your brand.   Offering your selection directly can help you ensure a great customer experience, improve traffic and sales, and build brand loyalty.

Reach out to us to learn more or see how we can help you improve your Customer Experience performance.