In this paper, we experimentally demonstrate an oscillating energy shift of quantum-confined exciton levels in a semiconductor quantum well after excitation into a superposition of two quantum confined exciton states of different parity. Oscillations are observed at frequencies corresponding to the quantum beats between these states. We show that the observed effect is a manifestation of the exciton density oscillations in the real space similar to the dynamics of a Hertzian dipole. The effect is caused by the exciton-exciton exchange interaction and appears only if the excitons are in a superposition quantum state. Thus, we have found clear evidence for the incoherent exchange interaction in the coherent process of quantum beats. This effect may be harnessed for quantum technologies requiring the quantum coherence of states.