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How to Use Amazon Storefronts to Grow your Business – The Ultimate Guide
For some time now Amazon has been going all out in its bid to help businesses to build their brands. In pursuit of this objective, they have made the platform a more attractive place to sell, adding new features to Amazon Store to help you make your storefront more attractive and customize your message.
Many sellers start off on Amazon giving little thought to their storefront. They think of their Amazon presence as a place to list a number of products. Big brands understand the need to build a brand presence on Amazon, but until fairly recently many of the smaller businesses have missed this point.
Now Amazon provides features and additional data that have made the platform even more functional, providing the means to customise your product message.
Stores Insights provide all sellers with data on how much traffic their listing has attracted and how much of that traffic has converted to sales. This invaluable information allows you to understand just what is working and what is not. When you combine this information with the brand-new Amazon features, you have a powerful tool that will help you to drive traffic to your store.
Your Amazon Store
A well-maintained Amazon storefront should showcase your product. It should be the place where you tell the story of your brand and it should include all of your products along with videos and images that make your brand special.
Amazon’s new tools and features now make it easy for you to customise your storefront to attract your target market. In addition, you can now see how traffic responds to changes that you make by checking the Amazon supplied analytics.
Customers can now find your store with the click of a button. Clicking on your brand beneath the title on any product page as shown below, will take the customer organically to more of your stores.
If you have yet to create a store, Amazon search will direct customers directly to the brand. If you’ve created the store page for the brand, your customer will be directed to your store page on Amazon.
This will enable them to view your videos, pictures and images of products in their various categories, along with any deals that they may want to take advantage of.
If you’ve enrolled in the Brand Registry Program, you can build your storefront free of charge.
How you can grow your brand through Amazon Storefronts
🚀 Boost your average order value – a well-designed Amazon store can help to increase the average order value as visitors can see the full range of your product and may be tempted to buy additional products from your Amazon Store.
🚀 Enhance the value of your Sponsored Brand Ads – Sponsored Ads have been designed to drive traffic to your Amazon Store. Make sure to test how well the Sponsored Brand Ads are working at getting traffic to your product detail pages and custom pages. A great store is a vital cog in your Sponsored Brand campaign. By making use of the new Amazon features, you can design a storefront that encourages more traffic.
🚀 Building brand awareness – customers who visit your store get to see how much product you have on offer. The breadth of your product mix is revealed and you grow their brand awareness. The customers learn the story of your brand through your content and view the quality of the product on offer.
Time to prioritize your Amazon Store construction?
It takes time and resources to construct an online store, but with all the new features Amazon has made it really easy. You don’t need to understand coding. All you have to do to get it going is choose the modules that you want in your store and then drag and drop them.
When you have the basic layout, it’s time to create any videos or images that will enhance your product line-up. Though it may take a little time, you’ll have great fun doing it, stirring up your creativity.
Because of time constraints, many brands find it difficult to decide just when to start the storefront and what to prioritize.
A good place to start is with the product detail pages. You must optimize your listings if you want clear information on the performance of your listing. Design all your listings to coherently showcase your brands. At the very least the content design must follow a similar pattern across your brand.
If you are unsure how is your listing doing, we offer free listing analysis. Our team of Amazon experts will be happy to point you in the right direction in order to make sure your listing(s) convert better. Free Listing Analysis Here.
Sometimes brands choose to prioritize the storefront over the optimization of the listing. This may happen when products are already selling well even though listings have not yet been optimized. Listing optimization might also take the backbench when there is already a strong brand attraction.
There are several good reasons to prioritize the Amazon store page construction.
- There is a lot of traffic coming to your page.
- You experience a lot of branded traffic as customers search for your product by brand
- If your advertising campaign includes Sponsored Brand ads that targets your store, it is vital that your store page is easy to navigate.
Use Amazon Stores insights to check how much traffic and sales your store page attracts.
Getting access to your Store Insights is simple. You’ll find it at Seller Central/ Stores/ Manage Stores.
If you have created a store, you’ll see a list of brands that fall under that store. If you don’t yet have a store, you can start building one by clicking on the Create Store button. If you already have a store, two grey buttons will appear next to the name of the store.
To see the store insights, click on the See Insights.
You’ll receive a number of important metrics which will help you to determine the performance of the store. The information provided includes the number of visitors and page views per visitor. You will also receive a dollar value of the sales that have gone through your store.
Amazon also provides easy-to-read graphs so that you can evaluate your performance over time by product listing.
Making your store work for you
If you have determined that it is time to build your Amazon Store, there are several ways that you can ensure that your store is reaching its potential.
🚀Navigation
The broader the product line you offer, the more important it is for customers to easily navigate through your store. If your customers can’t get to the product easily. They will give up and go elsewhere.
You have to balance the need for persuasive content with an easy path for customers to buy your product. It is essential that the customers can see your product range and then quickly find the product that interests them.
🚀Find inspiration from your competition
You won’t be the first to do it and you certainly won’t be the last. Why start from scratch? Investigate what the competition is doing and learn from them. Include, in your store, those things that work. Visit the stores of other brands and find out how easy or difficult it is to find the product that you’re looking for.
🚀Keep your store relevant
According to Amazon, updating your store pays dividends. Those stores that have been updated in the last 90 days perform better than stores that haven’t.
Updates are particularly important for seasonal products, ensuring that your storefront correctly reflects the season. If, for example, your storefront is full of summer clothes in the middle of winter, customers may flee to your competition as they may doubt your ability to supply their needs. It also makes it rather obvious that you don’t look after your store which may reflect badly on your interest in the store, the product and the customer.
🚀Keep your stock up to date
Out-of-stock items can lead to customer frustration, so it is important to remove items that are no longer in stock, especially if you won’t be replenishing that stock any time soon. Use the Deals Widget and improve the customer experience through the automatic removal of items where no stock exists.
🚀Promotions and deals
When you sell in Amazon Stores you can feature all your current deals, whether they’re lightning deals or clippable coupons.
Use the widget to highlight the deals. It will only show ASIN’s where there is available stock. This is particularly important in the holiday season as you don’t want to show products that are out of stock. This ability to remove out-of-stock items is a really appealing feature of the widget.
If you haven’t previously used the widget, it is well worth considering its use in the future.
🚀Stores designed for sales or holidays
The new Amazon features give you the power to launch different versions of your store automatically according to dates. So, you can design a store that targets Black Friday and then launch it on that day. Likewise, you may want to design a particular store for sales or promotions.
You can easily customise your copy, videos and images using this feature.
Driving external traffic to your store page
Use source tags to track your traffic. They use URL parameters so that you can find out where your store front traffic comes from. If you’re using advertising on social media, it is worth considering Amazon Attribution for gathering all your externally driven traffic.
Build your business and your brand through Amazon stores
Amazon regularly rolls out new features to help sellers to customise their offering and brand messaging. A well-designed and creative storefront offers your business the key to driving brand loyalty and sales growth.
Start building your Amazon Store using Amazon’s customisation feature. An Amazon store will help you to
- Grow brand awareness and trust
- Promote the story of your brand.
- Showcase your products in one place
- Elevate your ads
Keep your store relevant and up to date and then watch your traffic and sales grow using Amazon analytics.
>>PRO TIP: You don’t have to be a pro designer to create amazing storefronts. Canva is a great tool for this type of creative work. If, however, You’re lacking in creativity, give us a call and get inspired. We are providing storefront creations and designs in multiple languages.
