What is Amazon IDQ Score? A Guide for Amazon Brands

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Operations
  • DATE: 10/01/2024

You’re a brand, excited about launching a new product on Amazon. Expectations are high, but sales are surprisingly slow. What’s the issue?


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The scenario above underlines the importance of understanding Amazon’s IDQ score and optimising for brands. A high Amazon IDQ score is an important yet frequently underestimated aspect that drives sales in this broad and hungry landscape.

Today’s article is a definitive guide to the IDQ score for brands that want to understand how to improve the quality of their Amazon product listings and make their products more visible on Amazon. Lets go!

Demystifying Amazon IDQ Score

IDQ stands for ‘Item Data Quality.’ This score is a pivotal aspect of Amazon’s search algorithm, playing a significant role in how products are discovered and ranked.

Finding the IDQ score involves figuring out how effectively each part of the product listing performs. Amazon evaluates every page for clarity, usefulness, informativeness, detail, thoroughness, quality, and appeal of the images.

Each PDP (Product Detail Page) is then issued with an IDQ score, which is a number between 0 and 100 that shows how good the data is. However, despite what the name suggests, the IDQ score is influenced by how much information is given about a product. This means that the amount of data has the most significant effect on how Amazon’s algorithm measures and rates the product. This is an instance where quantity is better than quality!


Tip: The IDQ Score isn’t to be confused with the LQ Score (which stands for Listing Quality – more on that another time)


Unraveling the IDQ Score Calculation

The IDQ score is made up of 5 pillars. By looking at how the IDQ score is calculated, you can see how each pillar makes a difference. Amazon rates various aspects of the PDP, including categories, bullet points, descriptions, and images.

To qualify for Amazon’s A10 algorithm, a product must have an IDQ score of 90 or above.


Optimising Your IDQ Score for Sales Success

To optimise the IDQ Score, sellers must focus on these 5 areas of their product listing:

Leaf Nodes – Before we even get into optimisation, it’s imperative to categorise products correctly. Amazon won’t be happy, and your score will reflect that if, for example, you’re listing a screwdriver under “Tools.” Categories are referred to as nodes, and what Amazon wants to see is products placed into the correct, specific node.‌

DIY & Tools → Power, Garden and Hand Tools → Hand Tools → Screwdrivers

These categories and sub-categories have varying names depending on where they sit in the hierarchy, and what Amazon wants is for products to be listed in the furthest node, referred to as the leaf node.


Amazon Leaf Nodes

Credit: https://staffcloud.net/amazon/amazon-browse-nodes/


Bullet Points – These quickly draw attention to important features and benefits and make the text easy to read and scan. Your listing should consist of at least 5 detailed points.


Amazon Listing Bullet Points

Example of a listing bullet points


A+ & Premium A+ – To achieve full marks, your PDP needs to have at least an A+ module. Read more here about A+ content. But to understand how this affects the IDQ score, without any sort of enhanced brand content, your PDP will be plain text and standard images. By using A+ features, you enhance the user experience, which will ultimately drive higher conversions. A+ gets an A+ from us!


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Images – Invest in high-quality, visually appealing images that showcase the product’s features and best uses. Ensure they are cropped to the correct size and aspect ratio, whether that is for web-based browsing or mobile. The standard dimension for the web is 1000 x 1000 pixels. Opting for 2000 x 2000 pixels will grant you the enhanced zoom feature. A minimum of 5 images is what the IDQ score requires.


Amazon Images - Stack of 6 (plus 1 video)

Stack of 6 (plus 1 video) high-quality images with the magnification feature


Reviews – Make sure that each of your products has a rating of 3 stars or higher. Collecting reviews is especially important for new items or those with fewer than 30 reviews. If your product is fulfilled by Amazon (FBA) and you’re registered as an Amazon brand, you can take advantage of the Vine program and use your Vine credits to speed up the review process. More than 20 reviews is good, but 30 is ideal.


Enhancing each of these elements will lead to a higher IDQ score, thereby improving product visibility and the likelihood of conversions.


Leveraging IDQ Score for Competitive Advantage

A robust IDQ score is more than a metric; it’s a competitive advantage. It sets sellers apart in the Amazon marketplace, acting as a differentiator for driving sales growth. Strategies to improve IDQ score and boost sales involve not just understanding the IDQ score calculation but also refining and implementing best practices consistently to enhance product listings. The brands that maintain a high IDQ score are often at the front when it comes to the SERP.


Our Thoughts

In conclusion, the IDQ score is a critical element for brands seeking success on the Amazon platform. The IDQ score is a sleeping giant, as this aspect is often overlooked and, in some cases not even made aware of by some sellers. As this scoring system adapts dynamically to market trends and customer preferences, sellers must constantly refine and update their listings in order to maintain and improve their performance. By implementing the strategies and techniques outlined in this guide, brands can significantly improve their product visibility and sales by perfecting their IDQ score.

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