The Amazon Brand Store is a platform that enables brands to present themselves in their full glory, far beyond the boundaries of simple product listings.
Why Create an Amazon Brand Store?
The Brand Store becomes the digital storefront of a brand on Amazon. Customers don't just search for products; they want to explore and discover brands. A well-designed Brand Store can introduce potential customers to a brand's world and create a personalized shopping experience that goes far beyond mere product offerings.
Newly published stores see an average of 8% more sales in the following month. They are not just a platform for displaying products, but also an instrument for increasing brand awareness and customer loyalty. This detailed guide will walk you through the intricacies and strategic considerations that go into creating a successful Amazon Brand Store.
Above-the-Fold Optimization
The "Above the Fold" section is the first impression customers get of your store. Here, visitors make their first, often subconscious decision about whether to explore further or click away. Elements such as the hero widget, logo, navigation bar, and tile section play a crucial role in capturing visitors' attention and taking them on a discovery journey of your brand.
Hero images should be inspiring and inviting. Avoid cluttered designs and ensure that text elements are clear and readable. The navigation bar should be intuitive and straightforward, with short, concise category titles that improve user-friendliness.
Mobile Optimization
With a 69% increase in store visits via mobile devices in 2021, mobile optimization is not just a bonus, but a necessity. The mobile-first view of the Store Builder enables brands to optimize their stores for both desktop and mobile views, emphasizing the need for responsive design.
Readability, navigation, and visual presentation must be just as effective on smaller screens as on desktop displays. Special attention should be paid to content hierarchy and the clear, unobtrusive presentation of call-to-actions.
Store Content and Customer Experience
The Amazon Brand Store offers a platform to go beyond products and tell your brand's story. Images and videos are powerful means of communicating brand identity and building emotional engagement with customers.
It is crucial to find a balance. Avoid a cluttered or complex store that could overwhelm customers. Every element, from texts to images to navigation bars, should aim to simplify and enrich the shopping experience.
Practical Tips for Optimization
The structuring of the navigation bar, the selection of images and texts, and the placement of CTAs must all be carefully considered. A clearly defined above-the-fold area, optimized for both desktop and mobile views, is crucial for customer engagement and conversions.
Furthermore, product placement should be strategic, with a focus on top products and categories that promote customer loyalty and maximize cross-selling opportunities.
Driving Traffic to the Amazon Brand Store
Promoting your Amazon Brand Store can be effectively designed through a targeted strategy. Start with Sponsored Brands to highlight your products and brand. Through these customer-specific ads, buyers are directed either to a selected product page or directly to your Brand Store, encouraging dwell time and interaction. In parallel, the byline – a specific, blue-marked text next to the product title on the detail page – provides another route to direct organic traffic to your store.
In the digital landscape, social media posts can serve as powerful tools to promote engagement and direct potential customers to your Amazon Store. Equally important is integrating your store link into email marketing campaigns and on your official brand website to increase visibility and reach a wider audience.
SEO also plays a crucial role in increasing traffic. By incorporating your store page URLs into the Google Sitemap and ensuring a clear connection between store pages and relevant keywords, your store's online presence is amplified. For iOS users, the shopping experience is optimized through deep links between store pages and the Amazon Shopping App, enabling a seamless transition.
Connecting Technology and Strategy
The Amazon Brand Store connects technological innovation with strategic brand management. The platform enables deep customer engagement, individual shopping experiences, and the opportunity for brands to stand out in a saturated online marketplace.
The detailed customizability, combined with data-driven insights, enables brands to continuously refine their strategies to increase both visibility and conversions.
Conclusion
The Amazon Brand Store is not just an additional feature, but an essential tool for any brand looking to maximize its presence on Amazon. Through thorough and strategic planning, design, and optimization, your Brand Store becomes a powerful mediator of your brand story, embedding products in a more comprehensive brand experience.
Especially for products and brands where customers like to browse before making a purchase decision (jewelry, clothing, decor) and where personal taste plays a major role, Brand Stores can make a significant difference. Once the customer is on a brand's Brand Store, they are temporarily in a closed ecosystem where only products from that particular brand are displayed.
Learn in this article how we built a Brand Store for our client.