How to optimise your Amazon Brand Store
Just like creating a brick-and-mortar store on the high street, on Amazon you want to build an engaging Brand Store in order to stand out from the competition and convert a high volume of browsing customers.
Setting up your brand store is quick and easy, with our steps below to help you get started and meet best practices.
What is an Amazon Brand Store?
A brand store allows vendors to create a dedicated page to display their products and tell their brand story using pre-designed templates for ease of set up. It is essentially a brands website within the Amazon interface, allowing for multi-page views to segment products appropriately and to help the customer discover your offering, without any coding knowledge needed!
The brand store allows for all of your products to be visible in one place, alongside your brand story to drive user engagement, without having to leave Amazon to find out more.
Each brand store has a unique URL which can be used within other marketing activity to drive cross platform awareness and sales.
How to set up a Brand Store
With no need for programming skills and predefined templates that can be used, setting up a brand store on Amazon can be done following these 5 steps.
1. Create a professional seller account and sign up to Amazon’s Brand Registry
Sign up for a professional seller account with simple business information and agree the pricing plan, you’ll also be granted access to a host of tools and most importantly the ability to create a brand store.
You will then have to provide trademark and product category information to enroll your brand in the brand registry. Note this step must be done by the Trademark owner.
2. Set up your store
Within Seller central navigate to stores and then select ‘manage stores’. You should then see an option to create store (if your brand has been enrolled correctly to the brand registry).
You will have to provide a brand logo and brand display name within the brand store settings section, before moving on to the rest of the build.
3. Create your homepage
Select from the different templates an appropriate match for your brand or start from scratch with a blank page to explore the different tile options available.
Remember this will be what customers see first so ensure it represents your brand and gives people the key information about what you offer and why they should purchase from you.
4. Build out store pages
Add additional pages to the store to advertise products based on different product types, categories or offers. Within these pages you can again select from a range of templates depending on what image/video and test assets you have.
Ensure you also include you products, either within product collections or product grids so that customers can purchase products directly from the store.
There are restrictions for brand stores so be sure to review Amazons guidelines ahead of the build.
5. Submit your store for publishing
Once you are happy with the content on your store, submit it for publishing so that Amazon can review and approve the store before it is live. This takes up to 24hrs and once approved will be visible to customers and will be eligible to use in Sponsored Brands campaigns.
How to optimise your Brand Store
Whilst the above steps will get you a brand store up and running it is important to monitor and optimise the performance of your store regularly. We have outlined a few top tips to consider below.
Design
Make sure the brand store articulates your brand and its proposition consistently across all pages. Think about using the same header image across all pages to provide consistency.
Align the Amazon store to how the brand is presented across other channels, including social media, website and physical store (if appropriate), ensuring continuity helps users recognize your brand even across different platforms.
Don’t forget however that the main goal of the store is to sell products, so be sure to include all products and highlight bestsellers and highly reviewed products where possible.
Layout
Think about the navigation for a customer, much like a website, segment products into categories to make discovery and purchase easier for the user. Our recommendation is to use sub-pages as well as overall pages, in order to get granularity of the product breakdown so that users aren’t scrolling through hundreds of products and content on one page to find what they are looking for.
The multi-page approach is proven to be beneficial with on average, Stores with more than three pages seeing 83% higher shopper dwell time and 32% higher attributed sales per visitor.
Ensure you are filtering between mobile and desktop layouts when optimising the store, to be able to customise dependant on device for best user experience on all devices.
Assets
Engage and attract customers with the use of high quality and brand focused image assets. Avoid using the stock image assets within the Amazon platform, instead highlight your products and USP’s through custom images to stand out from the competition.
We would also recommend using text graphic images for any messages and USP’s you want to include on your store, to align with the look and feel of your brand, and to get a professional finish.
Include a video asset if possible, as this will allow for a more in depth view of your brand and products without lots of text needing to be included on the store. Amazon shows that advertisers who added a video to their store saw a 16% increase in shopper dwell time over two months vs advertisers who didn’t.
Relevancy
Make your store relevant and keep it relevant. Ensure that any new products are added to relevant pages on the store, if you have a high volume of new launches, consider adding a ‘new in’ page to highlight these to returning customers.
Aligning to seasonality and the Amazon retail calendar is a great opportunity for fresh content on your brand store and to highlight any product deals and discounts you are offering to increase engagement and sales. Consider using requested publishing dates to align the store live dates with the event or promotion you want to support.
Monitor and analyse changes
In order to know if the optimisations are working, use the insights section within the Amazon Ads brand content section. Within here you will be able to see key metrics like visitors and sales over time to identify patterns of optimisations.
You are also able to see performance by individual page of the store, so consider testing different formats and designs against one another, and easily view the performance differences to be able to get conclusive learnings.
If you have any questions or need advice on setting up your Amazon Brand Store or you are looking for an Amazon Ads agency then get in touch with us at hello@wrp.team
