Amazon Brand Stores
Amazon Brand Stores: Creating the Perfect Online Presence
A few years ago, Amazon recognized the need for better representation of brands. Brands have always been central to Amazon’s business model, not only to support selling exclusively on Amazon but also to enhance the presence of seller accounts and strengthen product detail pages.
At Ecommerce Intelligence, we assist our ‘brand store’ clients in creating the perfect Amazon brand store, which can serve as a comprehensive eCommerce website or multi-page microsite.
The Essence of a Successful Amazon Brand Store
While there are many guides on creating an Amazon brand store, we focus on what truly makes a brand store a powerful tool for enhancing brand awareness and showcasing a broader range of product listings. Additionally, we aim to help you present more detailed product information through your store homepage and share key tips for maximizing the benefits of your Amazon brand store—all for free.
Getting Started with Amazon Brand Registry
To create an Amazon brand store, you need an active registered trademark via Amazon Brand Registry (ABR) and a professional seller account. This requires:
- A seller account for your brand’s store on Seller Central or
- Association with Amazon’s Vendor program to access Amazon brand stores through the Amazon advertising platform.
This setup helps you significantly boost your product sales.
For more information on ABR and how it benefits you, visit Amazon Brand Registry (replace “.co.uk” with “.us” if based in the US). Follow the instructions to register your brand, ensuring your registered trademark brand name matches your products. Use the same email address for Brand Registry registration as your online store account to streamline the process.
Key Considerations for Your Amazon Brand Store
Consistency
Ensure the brand name on your products matches the registered trademark to connect your Amazon brand store effectively.
Professional Seller Account
Maintain an active professional seller account linked to your brand store.
Enhanced Product Details
Use your store homepage to provide additional product information, improving customer engagement and satisfaction.
Benefits of an Amazon Brand Store
Improved Brand Awareness
Showcase your brand’s range of products in a dedicated space.
Enhanced Customer Experience
Provide detailed product information and a cohesive brand story.
Increased Sales
Drive more sales through an optimized brand store layout and effective use of Amazon’s advertising tools.
Creating Your Amazon Seller Storefront
Access the Store Builder
Go to the “Stores” tab in Seller Central, and you will be redirected to Amazon’s advertising portal. Find “Stores” on the menu.
Design Your Storefront
Use the drag-and-drop tiles interface to add videos and rich media, ensuring your store reflects your existing brand and website to reach a larger audience.
Organize Your Store
Split your storefront into multiple product categories with detailed pages for each. This powerful self-service tool can replicate your brand’s website and showcase best-selling products off Amazon.
Build and Customize
Create content tiles and use the visual editor to preview your store on desktop and mobile. Customize with various elements to match your brand’s identity and product offerings.
Submit for Publishing
After reviewing your content tiles in the visual editor, submit your store for publishing.
Best Practices for Creating Your Amazon Brand Storefront
- Consistency: Ensure your Amazon store is an extension of your brand’s history and overall image.
- Categorization: Organize products into multiple categories, each with its own detailed page.
- Simple Web Map: Include a home store page or an about us section, followed by categorized product pages.
- Use Rich Media: Add videos and high-quality images to enhance the shopping experience and boost organic rankings.
- Preview and Optimize: Always preview your store on both desktop and mobile to ensure a seamless customer experience.
Amazon Store Page Best Practices - Optimizing the Customer Experience
Showcase Your Brand on the Homepage
Use the homepage to highlight your brand and top products, including leading items and high-quality images that represent your product categories.
Convey Your Brand Story
Start with a text section that tells your brand story, connecting with customers on a personal level.
High-Resolution Branding
Use a high-resolution brand logo to enhance brand recognition.
Meta Descriptions and Highlights
Fully utilize the meta description section on every page and use the “highlight” template for key product pages to draw attention.
Category and Best-Seller Images
Define your various categories and best-sellers with high-quality lifestyle images.
Engaging Videos
Create a brand lead video or background video alongside your product grid to provide a unique customer experience.
SEO with Asset Library Tags
Use asset library tags, similar to website “alt tags,” to enhance SEO value.
Out-of-Stock Management
Hide products when they are out of stock to improve customer experience.
Review Insights
Regularly review “insights” to understand traffic sources and customer behavior.
Benefits of an Amazon Store Page
- A clickable link on the top of each product detail page enhances brand authority.
- Display your brand’s creative content and videos not just on Amazon but across other platforms as well.
- Helps millions of customers in the Amazon marketplace know about and trust your business.
- Drive traffic to your store through external sources with a custom URL
- Incorporate fantastic content into your product detail page using the A+ Content Manager.
SEO and Search Results Impact
Currently, data indicates that Amazon brand store pages do not significantly impact SEO on or off Amazon. However, the aesthetic and branding value they add to product detail and landing pages is substantial. Specific ABR tools, like Vine customer reviews and the “manage your experiments” tool for A/B testing, do offer SEO benefits.
Future Prospects for Amazon Online Stores
Amazon continues to develop powerful tools within its brand registry, enhancing the mobile shopping experience and supporting brand-leading businesses. Future developments may include:
- Increased prominence through sponsored brands and marketing campaigns.
- Enhanced sections on the Amazon homepage and product category pages.
- Predesigned templates and long content formats similar to “recommended articles.”
As Amazon evolves, creating your own store will significantly improve the customer experience and drive business growth.
A Quick Guide to Getting Started with Your Own Amazon Brand Store
Amazon continually invests in new features, tools, and programs to benefit all sellers, especially small businesses and brand-registered sellers. If you’re enrolled in Brand Registry, creating an Amazon store is a must-have for your business. Here’s a step-by-step guide to help you get started.
Requirements
Before you begin, ensure you meet these requirements:
- Enroll in Brand Registry: Previously, only Amazon Vendors could create a store. Now, you must be enrolled in Amazon’s Brand Registry to create a store for free.
- Have a Professional Seller Account: A professional seller account is required, which provides access to all the features necessary for creating and managing your store.
Step-by-Step Guide
Set Up the Store
- In Seller Central, navigate to the “Stores” tab.
- Click on “Manage Stores,” then select “Create Store” and choose your brand.
- Note: Your brand will appear only if you are enrolled in Brand Registry.
Create the Homepage
- Design a professional-looking homepage as it’s the first screen customers see.
- Choose from various templates to tell your brand story, showcase best-selling products, or display all products in a grid format.
- Enter your homepage’s meta description (under 165 characters) with main and secondary keywords to improve your store’s rank on and off Amazon.
Build the Store
- Add pages, sections, and a dedicated landing page using the built-in page manager.
- Spend time on each section to ensure it’s just right.
Customize the Store
- Add new sections to your homepage and relevant subpages.
- Use sections to display listing previews, high-quality product images, video explainers, and text-based descriptions.
- Click on a blank tile to add a new section and choose the tile type from the tile manager.
Submit Your Storefront for Review
- Once you’ve built and customized your store, click “Submit for publishing.”
- Wait for Amazon to review it, typically within 24 hours. Once approved, your store will be visible to customers.
Benefits of Building a Brand Store
- Branding Through Creative Guidelines
- Customize your store with images, videos, text, and infographics to showcase your brand as you want.
- Drive More Traffic
- Use sponsored display or sponsored brand ads to attract traffic to your store.
- Integrate social media accounts and email marketing to drive more traffic.
- Use Amazon Attribution to track off-Amazon traffic to your store.
- Insights Dashboard
- Monitor traffic sources, sales, page views, and more through the insights dashboard.
- Use KPIs to make informed decisions about product positioning and marketing strategies.
- Improved Conversion Rates
- A dedicated brand store offers a unique shopping experience, potentially increasing conversions compared to regular Amazon listings.
- Add Multiple Pages and Subcategories
- Create subpages for different product categories and subcategories to organize your store effectively.
- Eliminate Competitor Ads
- In your Amazon store, customers only see your brand, free from competitor ads.
Ready to Launch Your Amazon Brand Store?
If you’re a brand-registered seller on Amazon, there’s no reason not to leverage the benefits of an Amazon brand store. For a free initial consultation to understand how a brand store can enhance your competitiveness and offer buyers a unique experience, get in touch with us now.