Take Advantage of the Brand Catalog Manager on Seller Central

Get the Latest Amazon Content Each Week

If you’re currently selling on Amazon, it is paramount that you keep track of how your products are performing on the platform. This way you’ll be able to make informed decisions about your product catalog and stand a chance against your competitors. Luckily, Amazon just released Brand Catalog Manager so that you don’t miss the opportunity to improve your sales.

There can be no worse disappointment for your customers than seeing the red “Out of stock” sign on your listings. And although there are several tools within your Seller Central account to keep track of your sales, inventory, and advertising opportunities, Amazon makes it even easier to stay on top of your game with this new feature.

In this quick guide, we are going to show you how you can take advantage of Brand Catalog Manager so you can grow your Amazon business fast!

What Is Brand Catalog Manager?

On April 29, 2021, Amazon released a statement, officially announcing the launch of the Brand Catalog Manager within the Brand Dashboard on Seller Central.

Through this feature, brand owners (enrolled in Brand Registry) will be able to have visibility of the following:

  • Customer experience
  • A comprehensive list of who else is selling your branded products within the platform
  • A detailed 12-month prediction of the sales you would have with some of your products

It is important to point out that only those brand owners, internal to the brand, and responsible for selling on Amazon are eligible for BCM. If you don’t have access to this feature, it means that you haven’t been identified as a seller who fits these criteria.

Keep in mind that you can appeal to this decision by contacting Amazon’s Brand Registry Support and submitting your request through brandservices.amazon.com.

How to Get Started with BCM?

As we mentioned before, Brand Catalog Manager will help you maintain a consistent great customer experience by keeping an eye on your products’ performance on your Amazon Store.

As they suggest in their Manage your Brand Catalog video on Seller University “offering great selection directory and staying in stock for the products that your customers love, can help drive traffic in sales and build brand loyalty.”

Follow these steps to get started:

1. Hover over Brands on your SC homepage.

2. Select Brand Catalog Manager.

brand catalog manager amazon

Image: Seller University (Manage your Brand Catalog video)

3. Choose from the following values to analyze your specific metrics and areas of opportunity:

  • Product Name
  • Retail offer
  • Brand offer
  • Current featured offer
  • Average rating
  • Potential Opportunity
  • Next Steps

(We will discuss each of these options later.)

product name

Image: Seller University (Manage your Brand Catalog video)

By selecting Product Name, and entering its respective ASIN, you will be able to analyze in detail the characteristics of said product and the sellers who are selling it on the platform, as well as the price for which they are selling it:

product listing amazon

Image: Seller University (Manage your Brand Catalog video)

Another great advantage of this tool is that you can also have visibility of the average customer rating of each product:

average customer rating

Image: Seller University (Manage your Brand Catalog video)

You can filter a specific brand by product category within the “Filter by” section.

Now, we will review in detail each of the Brand Catalog Manager values:

Brand Catalog Manager Values

Product Name

As we mentioned before, in this section you can search specific products by name, ASIN, Brand, Category or Variations.

Retail offer

Through this value you can verify whether you are sourcing your products via a Vendor relationship.

Brand offer (sourcing the product via an offer on Seller Central)

This is a YES/NO/INACTIVE value. “Yes” shows that you have an active offer on the product. As its name suggests, “Inactive” means that your product is inactive or out of stock, but that you may have an offer. When you don’t have an offer from your Brand you will see “No” next to the product’s name. Keep in mind that offers in general may vary from one location to another.

Current featured offer

Sellers featured on the Product Detail Page.

Average rating

It shows the average Customer rating for each one of your products as it appears on the Product Detail Page.

Potential Opportunity

A detailed 12-month prediction of the sales you would have with some of your products.

Next Steps

Here you can add an inexistent offer and to activate inactive ones.

By selecting “Add offer” under “Next Steps”, you can sell a product directly, filling in the following fields:

  • Seller SKU
  • Condition
  • Your price
  • Fulfillment Channel

If your product is out of stock or inactive, select “Activate offer” to manage your inventory and make it available to your customers.

In some cases, you won’t be able to add offers if you’re sourcing the product via a vendor relationship and your product is out of stock.

Brand Catalog Manager FAQs

1. How can I handle my product variants?

When any of your products has variants such as size, colors or dimensions, the product will appear listed in a singular column in the table.

In the same way, the total of the active offers will appear reflected with the total variational when there are inactive or missing offers broken down below the Total.

2. How is Potential Opportunity calculated?

Although this value does not guarantee future sales, it helps you figure out which of your products are popular with your customers. It is calculated by averaging the past performance of similar products.

3. How often will my metrics be updated?

Amazon calculates and updates metrics once a day. However; in some cases, it may take up to 48 hours to refresh and appear in the page.

Closing Thoughts

We encourage you to take advantage of the new Brand Content Manager tool.

Keep in mind that BCM is currently only available to sellers registered in Amazon Brand Registry. So, if you are not part of it yet and you do not know where to start, read this article in which we explain in detail all the advantages of enrolling in this program.

It is clear that Amazon owes itself to its sellers and customers alike. Therefore, it is always striving to improve and fine-tune its tools so that sellers can provide the best shopping experience for their customers.

We hope this short guide will motivate you to take advantage of this useful tool!

Share the Post:

Looking To Launch, Grow Or Profit On Amazon?

Speak to a member of our team today to see how we can help you!

More posts

Learn What You Need To Become A Top 1% Seller