Amazon offers vendors and sellers only limited space for their content. Product unique selling points and brand messages can only be displayed to a certain extent. This is where Amazon Stores come into play: manufacturers can create their own branded shops free of charge. Not only do they offer more space for product and brand content, but they are so far also the only way to measure external traffic.
Wondering how to set up an Amazon Store? We’ll give you answers to these questions and more:
- What does an Amazon Store look like?
- How do I create an Amazon Store?
- How can users find Amazon Stores?
- What possibilities do Amazon Stores offer?
What does an Amazon Store look like?
Each Amazon Store includes a header at the top of the page. Immediately below is a navigation bar that allows users to access various subpages.
Note: When selecting the header, make sure that it is suitable for the screen sizes of different devices. Usually, a part of it is cut off for smaller screens.
The store consists of different types of tiles that differ in dimensions, contents and structure. You can select photos, videos and texts. It is also possible to add product tiles. Make use of the available space: Describe products even more precisely, provide potential customers with extended information and refer specifically to products from your range.
Amazon Stores: Creation made easy
All brand owners who sell their products on Amazon and register their brand with Amazon can create an Amazon Store free of charge. No programming knowledge is required. You can set up your store via the Store Builder.
When designing your brand shop, you can choose between ready-made templates provided by Amazon or drag-and-drop tiles. These are arranged like building blocks. Store owners thus have the option of creating individual pages for products, categories, or offers, for instance.
Which elements can be used?
In addition to various tiles, you can integrate other e-commerce elements. For example, you can embed automatically generated banners. Bestsellers or products of the brand are displayed based on the surfing and buying behavior of a user. There is also the option of highlighting individual products.
You can also install product grids with up to 100 items. These include product information, price, prime capability details and/or customer reviews. They come equipped with a button that allows users to place the product directly in their shopping cart.
Note: Limit your selection to the most important items in your portfolio. The more products you include, the more confusing it becomes for the Amazon user.
A click on a tile can lead to different landing pages: Either to the product detail page or to a subpage of the shop.
There are various specifications for the creation of the store:
- a limited character amount
- minimum resolution and maximum size for images and videos
- Amazon guidelines
Before you get started, Amazon will review your store, which can take several days to complete.
Discoverability of Amazon Stores
Brand stores are generally quite hidden in the Amazon universe. Customers probably won’t be looking for your store on their own. Moreover, the Amazon search bar is not designed to display Amazon Stores in search results. Even a targeted search for brands or brand shops remains unsuccessful.
However, there are a few ways in which you can make users aware of your store:
One exception is Sponsored Brands (SBs). You can not only advertise the brand’s products but also link directly to the corresponding Amazon Store. This option is reserved for vendors and is not available to sellers.
Product detail page
If users click on the brand name on the product detail page, they will be taken to the Amazon Store.
Five good reasons to create an Amazon Store
Amazon Stores give you the space to tell the story of your brand, highlight the USPs of your products or show them in action. Further advantages are:
1. Improved shopping experience
The combination of text and image content enhances the shopping experience. Inform potential buyers about your product range on several pages. Products requiring special explanation find additional space for details here.
2. Set up different landing pages
Use your brand shop for off-site marketing and Amazon Advertising campaigns. Amazon Stores offer you the possibility to create several subpages. They are suitable as landing pages within the Amazon ecosystem.
Best Practice: Would you like to analyze the traffic sources to your store? Simply tag the URL with an appropriate tag. This can also be useful for optimizing your advertising campaigns.
3. Analyze KPIs
You can view the performance of your store via the Stores Insights dashboard. There you receive meaningful data on relevant key indicators, such as Conversion, Visits, and Sales, which you generate via your store. The Analysis Dashboard is also (still) the only way to measure the success of external campaigns.
4. Build brand presence
Amazon Stores are suitable for promoting your own brand and making it significantly more present to users. The individual tile elements on the subpages of the store can be kept in the corporate colors and provided with your own logos and fonts. In this way you deepen your corporate identity, improve brand recognition and promote brand trust.
5. Integrate Deals & Promotions
Amazon Stores are suitable for promoting active deals. Store owners can add Deal Widgets to their store. They resemble a product grid and advertise current offers. This allows you to increase the visibility of deal products – especially if you embed the widget on the main page of your store. This can have a positive effect on your sales particularly during seasonal business or special events, such as Prime Day or Cyber Week.
Do you have further questions about the use of Amazon Stores? factor-a offers you well-established Amazon-specific know-how and is happy to help you create your own brand shop on Amazon. Get in touch!