Amazon Promoting changed its Model Retailer high quality score methodology on December 12, 2025, abandoning engagement-based scoring in favor of gross sales efficiency attribution. The replace essentially modifications how manufacturers measure storefront effectiveness throughout the platform’s retail media community.

The revised high quality score system now assigns Excessive, Medium, or Low classifications based mostly on gross sales attributed to Model Retailer visits fairly than customer dwell time, in line with the announcement. Amazon’s inside information signifies high-quality shops generate as much as 97% extra gross sales than low-quality counterparts and 39% extra gross sales in comparison with medium-quality shops in the course of the interval from July 5 via September 6, 2025.

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Model Retailer high quality rankings beforehand centered on common dwell time—how lengthy prospects spent shopping storefronts—and comparisons with peer group efficiency. Whereas these engagement metrics stay seen inside the insights dashboard, they not decide the general high quality classification. The shift displays broader measurement traits throughout retail media platforms the place attribution to precise purchases more and more supersedes proxy engagement indicators.

Amazon launched the up to date expertise globally on December 12 throughout 29 nations spanning North America, South America, Europe, the Center East, and Asia Pacific. Advertisers with Model Shops can entry the brand new high quality score via the Model Retailer insights dashboard inside the promoting console by choosing the “Model Retailer high quality” tab.

Gross sales attribution turns into major measurement

The technical implementation introduces two new API parameters enabling programmatic entry to sales-based metrics. PEER_SALES_LAST_60_DAYS and SALES_LAST_60_DAYS present 60-day rolling gross sales information via the Model Retailer insights metrics API, accessible by way of the promoting platform’s developer documentation.

The measurement window captures gross sales occurring inside 14 days following Model Retailer visits, sustaining Amazon’s customary attribution interval for store-level conversion monitoring. This technique aligns with how Amazon measures Brand Store performance across its existing metrics, together with orders, models offered, and income attributed to particular site visitors sources.

Model Shops operate as devoted storefronts inside Amazon’s market the place manufacturers management structure, imagery, content material hierarchy, and product group throughout a number of classes. In contrast to particular person product element pages, these properties allow manufacturers to assemble narrative procuring experiences with customized design parts, video content material, shoppable pictures, and strategic product groupings.

The standard score system evaluates shops in opposition to class friends—manufacturers promoting related product sorts at comparable scale. This peer comparability methodology prevents cross-category comparisons between essentially completely different enterprise fashions, equivalent to electronics producers versus attire retailers. Amazon determines peer teams algorithmically based mostly on product categorization, gross sales quantity patterns, and market presence.

Optimization suggestions inside the dashboard now show potential gross sales affect alongside dwell time projections. A advice would possibly point out that including background video might improve gross sales by a particular proportion whereas additionally enhancing common shopping period by a measured increment. This dual-metric strategy acknowledges that engagement period correlates with however doesn’t straight decide gross sales outcomes.

Technical specs for API entry

The Model Retailer analytic metrics API offers dimensions for aggregating perception metrics throughout completely different variables. DATE, PAGE, SOURCE, TAG, and STORE dimensions allow reporting at varied organizational ranges relying on evaluation necessities. The STORE dimension particularly helps DWELL_TIME, BOUNCE_RATE, and NEW_TO_STORE metrics for store-level efficiency analysis.

Out there perception metrics span views, orders, models, gross sales, visits, guests, rating degree, suggestions, contributors, dwell time, peer dwell time, bounce fee, and new-to-store customer counts. Every metric serves distinct analytical functions inside the complete measurement framework Amazon offers for Model Retailer operators.

ASIN-level metrics complement store-level reporting by monitoring particular person product efficiency inside storefronts. These embody views per ASIN, orders attributed to ASIN views, models bought throughout attributed orders, add-to-cart occasions, in-stock view counts, common in-stock pricing, in-stock charges, common sale costs, conversion charges, click on counts, click-through charges, and render frequencies.

The API accepts requests spanning as much as 100 days between begin and finish dates, with the distinction between these dates unable to exceed 100 days. This constraint ensures question efficiency whereas offering enough historic depth for pattern evaluation and seasonal comparability.

High quality and advice metrics—SCORE_LEVEL, RECOMMENDATIONS, CONTRIBUTORS, DWELL, and PEER_DWELL—can solely be aggregated by the DATE dimension in line with present API specs. These metrics function on the retailer degree fairly than web page or site visitors supply granularity, reflecting their operate as holistic well being indicators fairly than tactical efficiency measures.

Response buildings return dimension specs alongside metrics particulars containing the requested information factors. A typical response contains the rating degree classification, particular date stamps, dwell time measurements, advice arrays with advised actions and noticed common dwell time will increase, contributor arrays itemizing applied enhancements, and peer dwell time comparisons.

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Measurement evolution throughout Amazon’s promoting ecosystem

Amazon systematically expanded attribution capabilities throughout 2024 and 2025, introducing branded search monitoring enhancements, conversion path reporting, and offline gross sales measurement throughout a number of product classes. The Model Retailer high quality score replace matches inside this broader measurement infrastructure growth.

The platform added Model Retailer web page views as a trackable metric for Sponsored Manufacturers campaigns on November 3, 2025, with historic information extending to September 15. This metric quantifies advertising-driven site visitors to Model Shops particularly from Sponsored Manufacturers ads, creating attribution connections between upper-funnel model consciousness spending and storefront engagement.

Amazon consolidated its sponsored ads and DSP platforms into a unified Campaign Manager on November 10, 2025, seven days earlier than asserting the Model Retailer high quality score modifications. The built-in interface offers cross-channel visibility combining Sponsored Merchandise, Sponsored Manufacturers, and programmatic show campaigns inside a single workspace.

That consolidation enabled advertisers to investigate how Amazon DSP publicity contributes to Model Retailer visits alongside Sponsored Manufacturers efficiency. The flexibility to attach programmatic show promoting touchpoints with subsequent storefront engagement represents a measurement development that the sales-based high quality score enhances by quantifying the industrial outcomes of these visits.

Amazon launched unified reporting capabilities on November 11, 2025, streamlining information evaluation throughout sponsored advertisements and DSP campaigns via a report builder interface. The standardized metric names and definitions throughout marketing campaign sorts scale back friction when evaluating efficiency throughout completely different promoting codecs and merchandise.

Model Shops acquired three engagement metrics—common bounce fee, common dwell time, and new-to-store guests—through the Brand Stores Insights dashboard in February 2024. These metrics measure on-site conduct after guests arrive, whereas the Model Retailer web page views metric tracks the promoting touchpoints driving preliminary visits.

The February 2024 metrics introduction represented Amazon’s first substantive enlargement of Model Retailer analytics past fundamental site visitors and gross sales figures. Common bounce fee quantifies guests leaving with out taking motion, common dwell time signifies shopping period throughout pages, and new-to-store guests identifies first-time buyers encountering the storefront.

Amazon’s promoting enterprise generated $17.7 billion within the third quarter of 2025, representing 22% year-over-year development in line with monetary disclosures. The platform competes straight with Google Search via Sponsored Merchandise listings and more and more with linked tv promoting via Prime Video and Fireplace TV placements.

Retail media networks have expanded considerably as advertisers shift budgets towards channels providing first-party client information and closed-loop attribution. The flexibility to attach advert publicity on to purchases inside the similar ecosystem offers measurement precision unavailable via conventional promoting channels the place attribution depends on probabilistic modeling or third-party monitoring mechanisms.

Amazon expanded offline sales measurement to five product categories on November 4, 2025, via Omnichannel Metrics performance. This functionality permits advertisers in vogue, residence items, grocery, well being and sweetness, and automotive classes to measure bodily retailer purchases following Amazon Advertisements publicity.

The measurement development acknowledges that 72% of US retail gross sales happen in bodily shops in line with Forrester analysis cited in Amazon documentation. Advertisers working each e-commerce and brick-and-mortar retail channels require measurement options accounting for the complete buyer journey from digital advert publicity to bodily retailer buy.

Gross sales-based high quality rankings align Model Retailer measurement with broader business traits emphasizing enterprise outcomes over engagement proxies. Whereas dwell time correlates with buy intent—buyers spending extra time shopping usually exhibit larger conversion likelihood—the correlation doesn’t set up causation and might fluctuate considerably throughout product classes and buyer segments.

Electronics buyers would possibly spend in depth time researching specs earlier than buying elsewhere based mostly on worth, whereas impulse buy classes would possibly generate speedy conversions regardless of minimal shopping period. Class-specific behavioral patterns complicate cross-category engagement comparisons, supporting Amazon’s resolution to implement peer group comparisons and prioritize precise gross sales attribution.

Amazon released a comprehensive profit analytics dashboard on September 18, 2025, offering sellers with SKU-level profitability calculations incorporating promoting prices, charges, and seller-provided monetary inputs. The dashboard integrates Sponsored Merchandise information routinely, eliminating guide entry necessities for platform-native promoting bills.

Third-party measurement suppliers compete with platform-provided options throughout the retail media ecosystem. Integral Ad Science secured Media Rating Council accreditation for Amazon DSP measurement on November 13, 2025, validating server-to-server integration for monitoring impression, viewability, and invalid site visitors information.

Implementation concerns for manufacturers

Advertisers entry the up to date high quality score with out configuration modifications or opt-in necessities. The system operates routinely for all manufacturers with energetic storefronts, making use of the brand new methodology to calculate classifications based mostly on trailing gross sales efficiency inside the designated attribution window.

The suggestions engine surfaces particular actions manufacturers can implement to enhance retailer high quality alongside projected affect metrics. Urged optimizations would possibly embody including video content material, creating extra subpages, implementing product grid layouts, incorporating shoppable pictures, or using textual content tiles for storytelling and navigation.

Every advice contains noticed common dwell time improve percentages based mostly on combination efficiency information throughout peer shops that applied related modifications. These projections now accompany gross sales affect estimates, offering advertisers with twin views on how particular modifications would possibly affect each engagement period and income era.

Contributors arrays listing suggestions that retailer house owners have already applied, documenting the optimization path that led to present high quality classifications. This historic report permits manufacturers to grasp which earlier actions contributed to score enhancements or determine gaps the place really useful optimizations stay unaddressed.

Dwell time and peer dwell time metrics proceed showing inside the dashboard regardless of not figuring out high quality classifications. Amazon positioned this as offering complete visibility into retailer efficiency throughout a number of dimensions fairly than eliminating engagement measurement completely.

The common time prospects spend shopping particular shops compares in opposition to how lengthy buyers have interaction with related model storefronts on common. Important deviations from peer efficiency would possibly point out content material high quality points, navigation issues, or artistic differentiation relying on whether or not the variance runs optimistic or detrimental.

Bounce fee quantifies the ratio of single-page visits to complete touchdown visits, measuring how continuously prospects arrive at a Model Retailer and instantly exit with out participating additional. Excessive bounce charges doubtlessly sign misalignment between promoting messaging and storefront content material, technical efficiency points, or inadequate instantly seen worth propositions.

New-to-store customer counts observe distinctive buyers encountering the storefront for the primary time, offering viewers enlargement metrics complementing return customer engagement. Manufacturers prioritizing buyer acquisition would possibly emphasize new-to-store development, whereas these centered on loyalty and repeat buy would possibly optimize for return customer frequency and common order values.

Geographic availability and market protection

The function launched concurrently throughout Amazon’s international promoting market on December 12, 2025. North American availability contains the USA, Canada, and Mexico. South American entry extends to Brazil completely inside that area.

European markets embody the UK, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Netherlands, Sweden, and Eire. Center Japanese territories embody Egypt, Turkey, United Arab Emirates, and Saudi Arabia. Asia Pacific protection spans Australia, Japan, India, and Singapore.

This geographic distribution matches Amazon’s major promoting markets the place Model Shops function at scale. Smaller marketplaces the place Amazon maintains retail presence however restricted promoting infrastructure don’t seem on the supported nations listing, suggesting the function requires minimal advertiser inhabitants thresholds to generate significant peer comparisons.

The simultaneous international launch contrasts with Amazon’s typical sample of introducing options initially in North American markets earlier than increasing internationally. The coordinated launch suggests vital growth funding and infrastructure preparation enabling worldwide deployment with out staged rollout necessities.

API entry follows the identical geographic availability because the person interface implementation. Advertisers working throughout a number of nations can programmatically retrieve sales-based high quality rankings for every market via unified API calls specifying acceptable nation codes and account identifiers.

Relationship to Amazon’s broader AI promoting technique

Amazon launched synthetic intelligence brokers at its unBoxed convention on November 11, 2025, designed to automate marketing campaign administration duties throughout the promoting ecosystem. The Advertisements Agent system processes pure language prompts to arrange and alter multi-format campaigns throughout Sponsored Merchandise, Sponsored Manufacturers, show, and streaming tv.

The sales-based high quality score offers information inputs that AI optimization techniques can make the most of when making programmatic choices about marketing campaign configurations, finances allocations, and focusing on parameters. Machine studying fashions skilled on historic efficiency patterns can determine correlations between retailer high quality classifications and marketing campaign effectiveness throughout varied promoting merchandise.

Amazon launched a Model Context Protocol Server in closed beta on November 13, 2025, creating standardized entry layers connecting AI fashions and brokers with the promoting platform. The MCP Server transforms complicated API operations into conversational queries, enabling giant language fashions to entry marketing campaign information, efficiency metrics, billing info, and account particulars.

Model Retailer high quality rankings accessed via these AI agent interfaces might inform automated optimization suggestions, proactive marketing campaign changes, or strategic planning recommendations based mostly on noticed relationships between retailer efficiency and promoting outcomes throughout peer teams.

The shift from engagement to gross sales measurement aligns with outcome-focused optimization that AI techniques can execute extra successfully than subjective engagement high quality assessments. Clear numerical gross sales targets allow algorithmic optimization towards particular enterprise targets fairly than ambiguous engagement enchancment objectives.

The measurement methodology change displays broader business standardization efforts round retail media efficiency analysis. IAB and IAB Europe launched in-store retail media measurement requirements for public remark in September 2024, establishing unified definitions for retailer zones, advert codecs, and efficiency metrics.

These standardization initiatives intention to create comparable measurement throughout retail media networks, decreasing fragmentation that at present complicates cross-platform efficiency evaluation. Advertisers working campaigns throughout Amazon, Walmart Join, Goal Roundel, Instacart Advertisements, and specialty retail media networks face challenges evaluating effectiveness when every platform employs completely different counting methodologies and attribution home windows.

Gross sales-based high quality rankings prioritize the end result metric most universally related throughout retail media environments. Whereas engagement patterns fluctuate considerably by product class, procuring context, and buyer phase, gross sales attribution offers standardized comparability enabling cross-platform analysis regardless of implementation variations.

The concentrate on gross sales efficiency fairly than engagement period acknowledges that Model Shops serve industrial targets fairly than editorial content material consumption. In contrast to media properties the place time spent represents profitable viewers engagement, retail environments measure success via transaction completion no matter shopping period.

Platform consolidation throughout Amazon’s promoting merchandise creates infrastructure enabling unified measurement approaches. The November 10 Marketing campaign Supervisor integration eradicated fragmented workflows beforehand requiring separate administration of sponsored advertisements and programmatic DSP campaigns, establishing technical foundations for complete cross-channel attribution.

Advertisers more and more demand instruments measuring longer-term model constructing results alongside short-term gross sales era. The twin presentation of gross sales affect and dwell time projections inside optimization suggestions acknowledges this want whereas prioritizing industrial outcomes in high quality classification algorithms.

Technical documentation and developer sources

Amazon maintains complete API documentation detailing accessible metrics, dimensions, request parameters, authentication necessities, and response buildings for the Model Retailer insights endpoints. Builders constructing customized reporting instruments or third-party integrations can reference these specs when implementing programmatic information entry.

The promoting API requires account identifiers together with profileId for sponsored advertisements accounts, managerAccountId for supervisor account entry, and advertiserAccountId representing DSP advertiser accounts, international account IDs, or Amazon Advertising and marketing Cloud occasion IDs relying on particular device necessities.

Request headers should embody Amazon-Promoting-API-ClientId containing the applying OAuth2 consumer identifier, Authorization bearer tokens, Amazon-Promoting-API-Scope specifying the goal profile, Settle for headers defining anticipated response format variations, and Content material-Sort declarations specifying request physique codecs.

Pattern API calls exhibit correct request construction with endpoint URLs, authentication headers, date vary parameters, dimension specs, most consequence limits, and metric arrays itemizing desired information factors. Response examples present typical information buildings together with dimension identifiers, metric particulars arrays, rating degree classifications, date stamps, dwell measurements, advice objects, and peer comparability values.

Price limiting and quota administration apply to API requests, although Amazon doesn’t publish particular thresholds publicly. Advertisers constructing high-frequency information extraction techniques ought to implement exponential backoff retry logic and request throttling to keep away from exceeding platform limits that set off momentary entry restrictions.

The API endpoints help POST requests for information retrieval queries however don’t settle for PUT or PATCH operations for modifying retailer configurations or high quality rankings. The system operates as read-only from an API perspective, with retailer optimization occurring via the Amazon Advertisements console interface fairly than programmatic manipulation.

Historic context of Model Retailer growth

Amazon launched Model Shops as a premium promoting product offering manufacturers with devoted storefronts that includes customized design capabilities past customary product itemizing pages. The preliminary launches centered on main client packaged items manufacturers and large-scale retailers with substantial product catalogs requiring organized presentation.

Early Model Retailer implementations provided restricted customization choices in comparison with present capabilities. The platform has systematically expanded accessible widgets, structure templates, interactive parts, and content material sorts over a number of years of iterative growth responding to advertiser suggestions and aggressive pressures from standalone e-commerce platforms.

Video integration represents one vital enhancement trajectory, progressing from static image-only templates to supporting background movies, product demonstration clips, and model storytelling content material. The suggestions engine now explicitly suggests video additions alongside projected affect metrics, reflecting information exhibiting video content material’s correlation with improved engagement and gross sales outcomes.

Subpage performance advanced from easy class navigation to stylish multi-level retailer architectures enabling complicated product hierarchies, seasonal collections, promotional campaigns, and academic content material sections. Manufacturers working in depth product traces make the most of subpage buildings to stop overwhelming guests whereas sustaining complete catalog protection.

Shoppable picture options remodel static way of life images into interactive experiences the place prospects can click on merchandise showing in contextual settings to view particulars and make purchases. This widget sort bridges inspiration-focused model storytelling with transaction-oriented product discovery, addressing the hole between consciousness content material and conversion alternatives.

The measurement infrastructure supporting Model Shops has developed alongside artistic capabilities, progressing from fundamental site visitors and gross sales reporting to stylish engagement analytics, attribution monitoring, and now sales-based high quality rankings incorporating peer comparisons and optimization suggestions.

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Abstract

Who: Amazon Promoting up to date Model Retailer high quality score methodology affecting all advertisers with Model Shops throughout 29 nations globally together with main markets in North America, South America, Europe, Center East, and Asia Pacific.

What: The platform changed engagement-based high quality rankings measuring dwell time with sales-based classifications assessing income attributed to Model Retailer visits inside 14-day attribution home windows. The system assigns Excessive, Medium, or Low rankings based mostly on gross sales efficiency in comparison with class peer teams whereas sustaining visibility into engagement metrics like dwell time and bounce fee. API entry contains two new parameters PEER_SALES_LAST_60_DAYS and SALES_LAST_60_DAYS enabling programmatic retrieval of gross sales information.

When: Amazon introduced the modifications on December 12, 2025, implementing the brand new methodology instantly for all energetic Model Shops with out requiring advertiser configuration or opt-in actions.

The place: The function launched concurrently throughout Amazon’s international promoting market spanning the USA, Canada, Mexico, Brazil, United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Netherlands, Sweden, Eire, Egypt, Turkey, United Arab Emirates, Saudi Arabia, Australia, Japan, India, and Singapore.

Why: The shift displays business traits prioritizing enterprise outcomes over engagement proxies, addresses measurement standardization wants throughout retail media networks, and aligns with Amazon’s broader attribution infrastructure enlargement all through 2024 and 2025. Gross sales-based rankings present clearer optimization targets for AI-powered marketing campaign administration techniques whereas enabling extra correct peer comparisons accounting for category-specific behavioral patterns the place engagement period correlates inconsistently with buy intent.


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