Think your sleek Storefront and A+ Content are enough? But looks alone don’t sell.
The costly reality? Without tracking performance, you could be showcasing stunning visuals that no one engages with or worse, that aren’t converting visitors into buyers. Your storefront might get traffic, but if you’re not measuring what people do once they land there, you’re flying blind. Same goes for A+ Content. It might look great, but is it actually improving conversion rates?
Smart sellers know that content is only as powerful as the data behind it. By using tools like Brand Analytics, Store Insights, A+ Content Manager, you can understand what’s working, what’s not, and how to make impactful improvements.
In this guide, we’ll show you exactly how to measure performance using Amazon’s built-in tools—so you can stop wondering and start improving.
Why does measuring performance matter?
Creating an Amazon Storefront or A+ Content is just the beginning, what really matters is how well it performs. If you’re not measuring results, you’re just guessing.
Many sellers assume that once their content is live, it’s working. But without checking key metrics, you won’t know if it’s actually helping or hurting your sales. You could be losing potential buyers due to poor layout, irrelevant content, or slow-loading pages and not even realize it.
Tracking performance tells you what’s working, what needs fixing, and where you’re missing opportunities. For example, a low conversion rate might mean your A+ Content isn’t convincing shoppers to buy. Low page views on your Amazon Storefront Australia might show you’re not promoting it enough or that traffic isn’t converting.
By reviewing data through Amazon’s tools like Store Insights, Brand Analytics, and Manage Your Experiments, you get a clearer picture of your customer behavior and that helps you make smarter decisions.
Bottom line: If you want to improve, you need to measure. It’s the only way to grow.
What Amazon tools do you need to use?
To truly understand how your Amazon Storefront and Amazon A+ Content are performing, you need to use the right tools, not guesswork. Thankfully, Amazon provides a few powerful, built-in options that give you real data to work with.
- Brand Analytics
Available to Brand Registered sellers, this tool shows valuable customer behavior insights like top search terms, item comparisons, and demographics. It helps you understand how shoppers are discovering and interacting with your brand.
- Store insights
Found under the Amazon Stores section, Store Insights gives you metrics like visitors, views, traffic sources, and sales generated by your Storefront. It helps you identify your top-performing pages and traffic-driving channels.
- Manage Your Experiments
Manage Your Experiments allows you to A/B test titles, images, and A+ Content to see what converts best.
- Business reports
This tool offers core sales and traffic data, including unit session percentage (your conversion rate), sessions, and page views key for evaluating the content impact on performance.
Together, these tools help you track what’s working, and what’s not, and how to optimize both your content and your customer journey.
Key metrics to track for A+ Content
A+ Content can boost conversions and help your product stand out—but only if it’s actually working. To know if your content is doing its job, you need to track a few key metrics.
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- Conversion Rate (Unit Session Percentage): This tells you how many people who visited your listing ended up buying. If your Amazon enhanced brand content design is effective, your conversion rate should go up after you add or improve it. You can find this data in your Business Reports under “Detail Page Sales and Traffic.” Good A+ Content should help raise your conversion sales. If the number goes up after adding A+ Content, it means your page is working better and convincing more buyers.
- Units Per Unique Visitor: Units per unique visitor is a helpful number to watch. It tells you how many products each visitor buys on average when they come to your product page. Good A+ Content helps customers make decisions faster. Clear comparison charts show them the right size to buy. Strong product photos encourage them to choose different colors or buy more than one variation. When your A+ Content gives all the right information, it leads directly to more sales per visitor.
You can find all these metrics in the Manage Your Experiments dashboard. They help you refine your content, boost conversions, and give your customers a better shopping experience.
Key metrics to track for Amazon Storefront
Your Amazon Storefront isn’t just a brand showcase, it’s a performance-driven sales channel. To make the most of it, you need to track the right metrics. Here are four key ones every seller should monitor:
- Views & visitors: This tells you how many people are visiting your Storefront and how often. High traffic is a good sign, but it’s only useful if it leads to conversions. Compare views over time and during promotions to see what drives the most attention.
- Traffic sources: Knowing where your traffic comes from helps you focus your marketing efforts. Are shoppers coming from Amazon ads, organic search, or external platforms like social media? This insight lets you double down on what’s working and rethink what’s not.
- Sales generated: At the end of the day, your Storefront should be generating revenue. Track how many sales are coming through your Storefront pages. If traffic is high but sales are low, your content may need adjustments.
- Top-performing pages: Identify which pages shoppers are engaging with most. This helps you understand what products, layouts, or messaging are working. You can then replicate that success across other pages for better results.
Tracking these metrics using Amazon Store Insights helps you make smarter content decisions and improve Storefront performance over time.
How to improve based on what you find
Once you start tracking the performance of your Amazon Storefront and A+ Content, the next step is using that data to make smart improvements.
- If your conversion rate is low
Check if your product images and descriptions clearly explain the value. A/B test different layouts, headlines, or modules using Manage Your Experiments. Sometimes small changes like swapping the order of features or adding lifestyle images can boost conversions.
- If visitors aren’t staying long on your Storefront
Look at your design and navigation. Are your pages easy to explore? Highlight top products early, reduce clutter, and make sure categories are clear. Add banners or callouts to guide customers toward your bestsellers or promotions.
- If certain pages get more views but fewer sales:
There may be a disconnect between what visitors expect and what they find. Make sure pricing, offers, and reviews are competitive. Also check if those products have strong A+ Content to support the purchase decision.
- If external traffic isn’t converting:
Make sure your ad creative matches your Storefront or product page. Consistent messaging helps set the right expectations and reduce bounce.
Always test, review, and optimize. Amazon gives you tools like Brand Analytics and Store Insights so use them regularly to adjust your content and drive better results.
Common mistakes to avoid
- Not tracking performance at all
- Ignoring A/B test results
- Overloading content with text or images
- Using the same layout for all products
- Not aligning content with ad campaigns
- Forgetting mobile optimization
- Neglecting to update content regularly
- Focusing on visuals but ignoring keywords
- Skipping competitor analysis
- Relying only on organic traffic
Final thoughts
A great-looking Amazon Storefront or A+ Content is only half the battle; what truly matters is how it performs. If you’re not tracking the right metrics, you’re missing critical opportunities to boost conversions, refine messaging, and increase sales. From conversion rates and traffic sources to scroll depth and A/B test results, the data tells a clear story about what’s working and what’s not.
But here’s the key: it’s not just about collecting data—it’s about acting on it. The most successful sellers use insights from Amazon’s tools like Brand Analytics, Store Insights, and Manage Your Experiments to make ongoing improvements that keep their content relevant and results-driven.
If you’re unsure how to interpret your performance data or want to ensure your content is fully optimized, working with experienced Amazon consultants can save you time and prevent costly mistakes. They help turn insights into strategy so your brand doesn’t just look good, it sells better too.
