Amazon Explained: Stores

4 years ago in Advertising, Amazon 101, Amazon Explained, Retail, Stores amazon seo, amazon store best practice, amazon storefronts, Amazon Stores, amazon stores best practice 0 146

What is an Amazon Store?

An Amazon Store functions as a brand’s website within Amazon. Stores are the perfect place to tell a brand’s story, show a full range of products, reassure customers around quality, processes and values, and cross sell and upsell in a tailored, multi-page, immersive shopping experience. Stores foster creative freedom and enable discovery as shoppers can explore an entire product portfolio in a single location.

We explore the benefits of having an Amazon Store and best practices for brands. — e.l.f. Cosmetics Amazon Store

Why is it Important?

Some brands see 20% of their sales generated immediately after visits to the brand store. Stores give brands creative freedom and enable them to showcase their products exactly how they choose in a more engaging way. Here are some other key benefits:

Google Search: Stores are Indexed by Google. When a user types a search into Google, they may come through to the Amazon store.
Brand Links on Amazon: The Brand links on Amazon’s product descriptions pages link to the Amazon store. Consumers are trained to click on that link if they want to learn more about a brand. If a brand does not have a store, the consumer will land on a search results page which often includes competitor products.
Cross-Selling: Consumers visit the brand store like a brand but are not sure on the exact product and want to see what else is available and might of interest.
Amazon Search: Stores also appear on Amazon Search. When consumers start typing a brand name into the search bar it will suggest that they visit the store to learn more and discover products
Sponsored Brand Ads: Stores are required in order to run “Sponsored brand ads.“ These are the ads at the top of search results that show a variety of products in one ad unit. It’s required because if a consumer clicks a logo (or not on a specific product) they need to send the user somewhere – and that “somewhere” is the store
Additional Insights: Amazon Stores provide an insights dashboard that shares a powerful understanding of Store-related sales, visits, and page views, and traffic sources both on and off Amazon. This information can be effective in optimizing a brand store in order to achieve the highest possible sales.
Brand Protection: Amazon Stores are perfect for those concerned about brand advocacy and protection. As only registered brands can build a brand store, other sellers who may be selling a brand’s product cannot create a store without the correct documentation and consent from the brand’s rights owner.

What is Best Practice?

Amazon Stores are constructed using drag-and-drop tiles or pre-designed templates. These tiles consist of a wide array of rich media formats including plain text, product tiles, video, images with text overlay, and more. High-quality stores suggest high-quality products. These are some of our top recommendations:

Ensure that your store has been built to a high creative standard and emanates your direct to consumer experience
Utilize all forms of dynamic creative including, video, recommended products, best sellers, shoppable images, and prime placements.
Update your store content regularly to better engage your store visitors. Keep the content fresh and relevant. They are also the perfect place to add seasonal or promotional content.
Engage in sponsored and display activity both on and off Amazon to push shoppers to your Store.
Utilize your Store insights to discover your most popular pages, best sellers, and how shoppers are discovering your brand and then optimize your Store accordingly.
Once complete, check to make sure that your store design looks great on both desktop and mobile and adjust accordingly

Who is eligible?

Stores are available for sellers and vendors enrolled in Amazon Brand Registry.

Amazon Stores are beneficial for both emerging and existing brands. For an emerging brand, Stores are a useful way to introduce your brand story to shoppers through custom text, image, and video.

As an existing brand, Stores provide an opportunity to take control of their Amazon presence and promote discovery of their wider product range. This can be done through the utilization of all dynamic to help shoppers explore the full product portfolio when they visit a brand Store.

To learn more about Amazon Stores and best practice, get in touch.