Understanding Amazon’s Brand Catalog Manager Feature
Drive traffic, increase sales and build brand loyalty with Amazon’s new Brand Catalog Manager tool.
In 2021, over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016 (Source: Statista). And according to Amazon’s reports, there were 200,000 sellers worldwide with over $100,000 in sales in 2018 which increased by 12% to 225,000 in 2019. Staying on top of your offers and sellers, maintaining great customer ratings, and making sure the products your customers love are in stock are important to help you stay competitive, build brand loyalty and increase your sales on Amazon.
The good news is, you can now easily manage all of these elements with Brand Catalog Manager, an amazing new tool recently added by Amazon which gives you easy visibility of all sellers, monitors customer experience and increases sales opportunities for each product.
Brand Catalog Manager
In Amazon Seller Central, just hover on Brands and select the Brand Catalog Manager.
Once you’re on the page, you’ll see 3 filter options on the upper right-hand side. This is very helpful, particularly when viewing many brand products in different categories.
The page includes the following values:
Retail Offer
This section indicates whether the product is being sourced via a vendor relationship. Products with variations are listed in a single row in the table, with the number of active offers and inactive offers broken down below the total.
Brand Offer
This section indicates whether the product is being sourced via an offer on Seller Central. Just bear in mind that the featured offer may vary according to location. Here, you can also view the products with variations listed in a single row in the table with details of the number of active offers and inactive offers.
Current Featured Offer
This section indicates which sellers are currently featured on the Product Detail Page.
Additional Seller Count
This section shows how many other sellers are currently listing the product (limited to offers in ‘new condition’) with a hyperlink that will show a breakout of sellers.
Average Customer Rating
This section shows each product’s average customer ratings as seen on the Product Detail Page.
Potential Opportunity
The Potential Opportunity section suggests future 12-month potential sales revenue for your products. This value is derived from the aggregated past performance of multiple similar products. It is not a guarantee of future sales, but is simply intended to help you prioritize products that are popular with Amazon’s customers.
Next Steps
This field shows if your brand offer is live and allows you to add an offer when one does not exist. It also enables you to activate any inactive offers.
Who can access the Brand Catalog Manager tool?
Amazon provides this tool exclusively for brands in the Brand Registry Program. You must be a brand owner or responsible for selling the brand in an Amazon store to gain access and make use of its features. One of the highlights of this tool is that it’s free, which means you no longer have to spend large sums on third-party tools to get a better view of your current brand position or identify your target market and growth opportunities.
If you believe you fit the criteria above but cannot access the Brand Catalog Manager, you can contact Brand Registry support and provide information or supporting documents at brandservices.amazon.com
How can a brand owner authorize the Brand Catalog Manager tool for other seller accounts?
For some brand owners tied to other seller accounts, you can follow the steps below to find and update permission to authorize the Brand Catalog Manager tool for one or more accounts:
- Hover on settings and select User Permissions.
- Scroll down to the Reports section and you will see the Brand Catalog Manager.
- You can now set the permission to your preference; ‘None’, ‘View’ only, ‘View & Edit’ or ‘Admin’.
How frequently does the page refresh?
All metrics are calculated and updated once a day. It may take up to 48 hours for changes to be reflected on the page. If you make changes to improve selection coverage, they will be reflected on the page the next time it is refreshed. You can validate the refresh date via the timestamp at the bottom of the page.
When are you not able to add an offer?
You cannot add an offer if you are sourcing the product via a vendor relationship, or if your product offer is out-of-stock or inactive for another reason.
What can you do if you don’t see your products or brand in the Catalog Manager?
You need to review your eligibility to be able to correct your status and gain access to all your brand benefits.
If you have additional questions or want us to help you grow your brand or Amazon business, contact the BellaVix Team.
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