Amazon Stores (or storefronts or brand page) are custom storefronts that brands own and can customize on Amazon.com (or any other Amazon marketplace). It’s an important opportunity for a brand to tell a story and connect with a potential shopper.
In this post, we’ll give an overview of Amazon Stores and show examples, discuss the benefits of branded Store pages, and provide best practices to help you get the most out of your brand’s Store. We’ll also talk about Amazon Stores Analytics and how monitoring Store page performance can help brands plan and optimize content over time.
What are Amazon Stores?
Amazon Stores is your customizable page on Amazon.com. Think about it as your website with an Amazon.com URL. Stores are created through a free self-service tool that allows Brand Registered sellers to customize the look and feel of your brand all in one area. Amazon Stores are important to pay attention to because often times shoppers will want to explore new brands and will browse an Amazon Store to do so. This is your chance to be unique, engaging, and stand out among the competition.
Amazon Stores are only available for vendors and sellers enrolled in Amazon’s Brand Registry. If you aren’t familiar with Brand Registry, click here to read more about the program and reach out to us so we can help you get enrolled. In addition to Stores, Amazon’s Brand Registry unlocks multiple marketing and advertising opportunities like A+ Content, Sponsored Brand campaigns, Amazon Brand Analytics, and more.
Benefits of Amazon Stores
Stores allow brands to:
- Highlight promotional activity and specific products or features
- Generate new traffic sources for the brand and increase organic ranking
- Create a multi-device experience across desktop and mobile
Highlight promotional activity and specific products or features
Amazon Stores allow brands to organize and showcase promos and products in ways you can on your own brand website, using rich content and navigation to curate product collections with intention. In a brick-and-mortar store, brands can broker more shelf space or pay for store displays. Within Amazon.com, a store page gives brands the space to expand digital real estate and utilize rich branded content like banners and videos to guide the customer’s shopping experience.
Generate new traffic sources for the brand and increase organic ranking
Amazon has made it easy for discoverability on and off Amazon.com by building stores as standalone pages, each with a specific URL (amazon.com/brandname). On Amazon, customers can discover a brand store directly on the PDP (under the product title) and through Amazon Advertising Products. The brand store acts as a landing page for Sponsored Brand campaigns, and display ads can link to the main store page or a subpage. Brands can utilize existing marketing efforts across external platforms (like social media and email marketing) to drive traffic to Amazon through their dedicated store link, providing another retail option outside of an owned D2C site.
Create a multi-device experience across desktop and mobile
According to Amazon internal data, approximately 2/3 of store visits were on mobile devices. Regardless of the device, it’s crucial for the store experience to be easy to navigate with clear and accurate shoppable modules. Amazon has made it easy for brands to develop and merchandise Stores to function seamlessly across desktop and mobile. In Store Builder, Amazon automatically adjusts images for various screen sizes and includes a Custom Mobile Layout feature. Brands can check final layouts and navigation for desktop and mobile before publishing to determine if any modules need to be restructured for better viewing.
Don't forget to optimize
Now that you know what it takes to create an excellent Amazon Store, there’s one more important point to keep in mind going forward: you can’t have a “set it and forget it” mindset if you want to be successful. We encourage brands to treat their Amazon presence just like brick and mortar, with a content calendar planned well in advance and seasonal updates surrounding holidays, tentpole events, and sales. For brands that want to compete in the marketplace, it’s imperative to monitor the performance of your Store pages and update your strategy accordingly.
Like its other marketing programs, Amazon Stores include analytics and reporting to help brands to make data-driven decisions about merchandising. Amazon Stores Analytics provides key metrics like sales, page views, and daily visits by store page and traffic source (internal and external). Access to this data unlocks key insights that brands can leverage to better optimize store effectiveness, curate new marketing opportunities, and adhere to broader brand guidelines.
If you're looking for help building your Amazon Stores, get in touch with us hello@flstudios.website.