Many sellers on Amazon neglect their Amazon store or use it in a haphazard way to showcase their products.
However, Amazon stores are a powerful tool to showcase your brand on Amazon and can be immensely powerful if designed in a correct way.
In this Tips edition, I’ll cover
- Designing your Amazon Store for conversions
- How to use your Amazon store to maximum effect
What is your Amazon store?
Your Amazon store can be built to showcase all of your products or direct attention towards specific product categories. Below you can see a standard set up for a store. Typical sections include a banner, different pages, and a headline.
The best way to think about an Amazon store is as a landing page for your products.
Designing your Amazon Store: Homepage
There are a couple of different ways to design your Amazon store. Overall though, they come down to one idea: treat your store like a landing page for your product and design it for conversions.
You want to make it easy for customers to decide to buy. If you have a hero product, best practice is to show it first.
If you have a lot of different products, you should show a selection of your best sellers.
The best use of Stores though is to utilize subpages. This is where brands that have a lot of products can really capitalize on Store’s capabilities.
As shown below, if you have tons of products in adjacent categories, create a separate page for each category. Then you can use advertising to drive targeted traffic specifically to those pages.
Each of these subpages should focus specifically on the product category and contain imagery focused on the product features and benefits.
Trekbuddy (shown below) does an amazing job of this. You can see they start the subpage with their best seller, go into features/benefits, and then showcase the rest of the variations for consumers to browse through.
Driving Traffic to your Amazon Store
The bulk of traffic that comes to your Amazon store is going to come from running advertising campaigns – in particular Sponsored Brand ads.
Sponsored Brand Ads:
Sponsored Brand ads display up to 3 products and you can choose whether to use an Amazon generated landing page for the 3 products or a page on your Amazon store.
If you put only 1 product in your Sponsored Brand ads, you have to use the Amazon store as your landing page.
This is where your store can really shine. If you design your store well, it can show customers even more detail about your product then a traditional listing page.
Sponsored Brand: Store Spotlight Campaigns
Store spotlight campaigns display different pages from the store. The biggest benefit of these campaigns in comparison to a traditional Sponsored Brand ad is that they tend to perform better on top of funnel keywords.
Say you’re looking at different type of TV mounts. You may prefer to shop by wall mounted, standalone, or corner mounts.
I would use Store Spotlight ads if you have a massive catalog (10+ ASINs) that could all work for a certain keyword.
That way, consumers will see your brand and then be able to shop for the specific product that fits their needs.
Sponsored Brand Video: Storefront
This is a new type of ad unit that I haven’t seen a lot of people take about yet. This is a Sponsored Brand video that features 1 product but leads directly to the Amazon storefront.
Below the video, you’ll see a tagline that says “Shop the [brand name] store on Amazon.
One big benefit of this ad unit is that it appears top of search and it’s a video so it captures attention better than a traditional Sponsored Brand ad.
I’m not quite sure if this has fully rolled out to all Amazon Seller Central accounts yet but I would highly recommend that you try this ad unit out.
I’m seeing much higher click through rates on these Videos that lead to a storefront than any other ad units at the moment.
Amazon stores aren’t the most important aspect of selling on Amazon but they can be a powerful tool for sellers with large catalogs or sellers who want to direct traffic towards specific products.
Implement the tips above to increase your revenue on Amazon today.
2 Actionable Takeaways
Here are actionable takeaways that you can apply to your business today:
- Design your Amazon store to showcase your best products and bring attention to all of the product categories that you offer
- Use Sponsored Brand Store Spotlight campaigns and Sponsored Brand Videos to direct traffic to your store.