Amazon has unveiled a new feature in beta that provides advertisers with section-level performance insights for their Brand Stores, offering a detailed look at how customers interact with individual sections of their storefronts. This data helps brands refine their advertising strategies by identifying which elements of their Brand Stores are most engaging. The new capability, available as of January 10, 2026, was officially announced on January 16, 2026.
Granular Metrics for Enhanced Insights
The section-level metrics, accessed through the Sectional Performance tab in the Brand Store insights dashboard or via Amazon’s Stores Analytics API, deliver four key metrics: renders, viewable impressions, clicks, and click-through rate (CTR). These insights can be filtered by traffic source, enabling advertisers to understand how shoppers interact with specific storefront components depending on how they reached the Brand Store.
Amazon describes renders as the number of times a section loads in a browser, whether visible or not, while viewable impressions track sections that appear within the shopper’s browser for the required duration as per Media Rating Council standards. The click-through rate metric is calculated by dividing clicks by viewable impressions, focusing on actively viewed content.
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Optimizing Storefront Performance Across Channels
Advertisers can now analyze how individual Brand Store sections perform across traffic sources such as Sponsored Brands ads, Amazon DSP display campaigns, or organic search. This allows for optimization of specific sections based on their ability to generate clicks or engage viewers. For example, a video section may perform well for Sponsored Brands traffic but not resonate with visitors from Amazon DSP campaigns. These granular insights enable advertisers to adapt layouts and content strategies to better meet the needs of diverse audiences.
Amazon’s internal data demonstrates the impact of high-quality storefronts on sales performance, with such stores generating up to 97% more sales compared to low-quality stores, and 39% more sales compared to medium-quality stores during the period from July 5 through September 6, 2025.
Building on Existing Analytics Capabilities
This new feature builds on Amazon’s ongoing efforts to expand Brand Store analytics. Previous enhancements include the addition of metrics like bounce rate, dwell time, and new-to-store visitors in February 2024, as well as the introduction of a page views metric for Sponsored Brands in November 2025. Unlike prior metrics that focus on overall storefront performance, section-level insights allow advertisers to pinpoint the effectiveness of individual components, such as hero images, product grids, video players, and promotional banners.
The new measurement tool also complements changes to Amazon’s scoring methodology. In December 2025, the company replaced Brand Store quality ratings with sales-based scoring, prioritizing purchase outcomes over dwell time. Section-level insights now provide additional data to help advertisers understand the content that drives conversions within this framework.
A Global Rollout with Broad Accessibility
The section-level metrics are available in 29 countries across North America, South America, Europe, the Middle East, Asia Pacific, and Africa. Key markets include the United States, Canada, Mexico, Brazil, the United Kingdom, Germany, France, India, and Japan, among others. No additional technical setup is required for advertisers, as the insights integrate directly into the existing Brand Store insights dashboard.
For advertisers managing multiple accounts, such as agencies, the capability also extends across accounts, enabling comparisons between different Brand Stores to identify overarching optimization trends.
Future Opportunities in Analytics
Though still in beta, Amazon’s section-level insights represent a significant advancement for retail media measurement. The feature supports A/B testing methodologies by allowing advertisers to compare different Brand Store layouts and determine which configurations drive the greatest engagement. Additionally, the data can be integrated with Amazon Marketing Cloud for advanced analysis, linking section-level interactions to downstream purchases and customer demographics.
As Amazon continues to enhance its advertising and measurement tools, section-level metrics provide advertisers with the ability to refine their Brand Store strategies and align their content with the behaviors of their target audiences. By leveraging these granular insights, brands can create more compelling shopping experiences that drive sales and improve ad performance.
Conclusion
Amazon’s new section-level analytics for Brand Stores mark a pivotal step in optimizing storefront performance, empowering advertisers with precise engagement data to refine their strategies. With this beta feature, advertisers can now measure the effectiveness of individual Brand Store sections, adapt layouts to different traffic sources, and ultimately enhance their customer experience and sales outcomes.