Practicology is now Pattern

By Joanna Perry | Global Head of Marketing

Brands not yet delivering a best practice Amazon experience

Practicology has analysed 100 consumer brands who sell their products on Amazon to create benchmarks for what a best practice Amazon customer experience should be. The analysis has been published in our Amazon Benchmarking Report that is available for free download

As brands take responsibility for many aspects of their presence on the platform – though Amazon may be the seller of the product – the research aims to measure how well brands are managing aspects of customer experience on the platform that they can determine. Our Amazon Brand Scorecard measures brands on aspects of their presence such as product information and imagery, ratings & reviews, customer service, Amazon search engine optimisation and localisation of content for non-English markets.

The research includes the scores for the top performing brands overall, and in each of the 10 product categories analysed. Arts & Crafts brand Stabilo was the best performing brand overall, with a score of 73% based on our scorecard for Amazon customer experience. Meanwhile the bottom scoring brand achieved only 19%. Personalcare Electronics was the top scoring category at 60%, while brands in the bottom scoring category – Beauty – averaged only 34%.

The top 10 scoring brands overall were: Stabilo (73%), ghd (72%), Joseph Joseph (70%), Logitech (70%), Nuby (70%), Libratone (69%), LEGO (68%), Tractive (67%), BRITA (66%) and Skip Hop (66%).

Our researchers reviewed their top product listings found when searching on their brand term. We determined that these were the products that they should focus most on optimising, as they are likely to be their best sellers. In many cases we found that best practice was being adhered to on some, but not all, of a brand’s product listings that we reviewed.

Highlights from the best practice Amazon experience research include:

  • Only 24% of brands provided useful product descriptions of an appropriate length on all their products we reviewed. A further 72% did so on some of their products.
  • 64% used high-quality product images on all listings we reviewed; only 9% used poor quality images for all products reviewed.

Best practice Amazon experience brand image usage graph


  • Product videos were used by 19% of brands of all of their top product listings; a total of 51% were using product video to demonstrate some or all of their top products.
  • 87% of brands had an average review rating of 4* or more on all of their top listings, showing how important the rating is to determining placement in organic search results.
  • Only 9% of brands directly responded to poor reviews on top products, with a further 58% having negative reviews that went unaddressed.
  • In addition, only 28% of brands directly responded to customer questions on their top product listings, with a further 64% ignoring or leaving other customers or third-party sellers to respond.
  • 73% of brands had all of their top products available for fulfilment by Amazon; meaning they were eligible for Prime delivery. Only 6% of brands did not have this fulfilment option available on any of their top products.
  • When we compared each brand’s presence on and only 28% of brands were localising all product content to a best practice standard for Germany. 54% of brands were sponsoring products to boost them in search results, potentially paying to drive traffic to unoptimised listings.
  • 24% of brands had an average of six or more sellers competing to sell their top products, and a further 72% had competition from an average of between two and five sellers; which can create a confusing experience for customers.

We undertook the research as our parent company Pattern is one of the largest Amazon sellers in the world, acting as the authorised Amazon seller for more than 70 brands. We wanted benchmarks to optimise the presence of the brands that we represent.

By sharing it we hope to remind brands who have a direct relationship with Amazon that responsibility falls on them to ensure their presence on the marketplace delivers a great customer experience. Creating a best practice Amazon experience requires a continual programme of optimisation in the same way as we would recommend for any other digital selling channel. 

You can download the full report here. For more information on the research or our Amazon Seller model, please contact us at


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