Grow your presence using Amazon Brand Stores

If you’re already registered as a brand on Amazon’s Brand Registry, you probably already know that you can create an Amazon Store - a page where you can showcase your brand through a rich composition of images, text and video to create a brand experience. 

If you are eligible to do one, it makes absolute sense to do so. It is free of charge, so the downside is limited, and the benefits of having an effective and attractive brand page are evident through converted sales. The only costs associated with making a Brand Store may come from the costs of the design, which should be done professionally. 

Brand Stores can be part of a highly  effective toolkit for sellers, especially when working in combination with other Amazon offerings like ads. 

What makes a good Brand Store?

An impactful front page of the Brand Store should be like that of any website - a bold exhibit of the brand, with its logo, its colors, its products, and the associated lifestyle propositions that come with it.

It is the perfect chance to take the user experience to the next level with the use of immersive media and content to a far higher extent than the old brand pages used to, allowing sellers to get more creative with how they approach the design. 

Taking advantage of multiple pages, through which you can go up to three pages deep, offers a better customer experience as they can dig deeper to find exactly what they want.

Early last year, Amazon also added five new features to play around with: 

• Shoppable collection images: These are images where you can show a number of products available for sale in a lifestyle setting (like kitchen appliances on an elegant countertop) and show details of each item when going over it with a cursor, such as price, product name, and star rating. Shoppers could add items directly to their basket from the image interface without having to go to the product page.
• Images with text: Gives the option to put text overlays on images with customizable size, alignment, location and color, and can improve SEO from third-party sites.
• Bulk and out-of-stock product management: Lets you upload products in bulk rather than individually, and automatically hides them when they are out of stock. 
• Stores scheduling: Makes it easier to publish updates at scheduled times and dates, making it easier to coordinate store changes with product releases, marketing campaigns, seasonal changes and brand updates. 
• Links to Stores: Added links to relevant stores on the landing pages of Sponsored Brands ads through your brand logo, driving traffic to your store through the ads you already buy, and encouraging organic traffic growth
  

How do I set one up? 

Assuming you’re already registered as a brand on Amazon, the first step is to create your homepage: 

• From Seller Central or Ad Console, go to Manage Stores
• From there, Amazon gives you a selection of design and user interface templates you can use, with four main options: 

• Marquee: Showing categories to tell brand stories
• Highlight: Showcasing a flagship product
• Product Grid: Large number of products in a catalog
• Blank:  If decide to design it from scratch

• Once you select the template, you start building the Store pages out with multiple layers, adding categories, best-selling products, promotional deals or others. Make an effort to keep it intuitive and easy enough for shoppers to navigate. Multiple options doesn’t mean it should feel like a maze.
• Throw in the content tiles on each page - these could be Images, titles, videos, text, galleries, navigation bars or product grids.
• Add individual ASINs to each content tile
• Submit for review
  

Using Amazon Store Insights

One of the main challenges in having a Brand Store page is being able to assess the difference it makes. So people can go on your site, but what difference does that make really? How much better is it than just relying on Sponsored Products or Sponsored Brands alone? 

This is where Amazon Store insights can make a big difference, looking at a range of traffic sources - including search results, headline search ads, brand detail page links, tagged sources and others - to give you a detailed view of the numbers your page is raking in. 

Metrics you can see through Insights include: 

• Number of views per day, including any repeat views
• Unique users and devices that viewed your page per day
• Average number of pages viewed by individual visitors to your store
• Estimated sales from visitors to your store within two weeks of the last visit
• Number of estimated units sold to page visitors within two weeks of last visit
  

With effective analysis of the insights, you can make revisions over time and optimize your Store to maximize sales, breaking down how each metric is affected by changes made.

Need help?

Schedule a free 30-minute audit call with a specialist today. 

Our Solution Architects are trained to understand your business and present your best options to grow on Amazon. All advice is customized to your needs.

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About us

Threecolts acquires, launches, and grows eCommerce software & services, and owns other stellar businesses including Old Street Media, HotShp, SellerBench, Tactical Arbitrage, Bindwise, RefundSniper, ChannelReply, and FeedbackWhiz.

Old Street Media supports businesses with their advertising, inventory management, and other eCommerce services. We collaborate with over 4000 brands and have generated $600M in sales in the past year.

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