The way to get ahead on Amazon today is to build a respectable, recognizable brand. And the home base for your brand is an Amazon Brand Store.
Building a brand and showcasing it with an effective storefront page is essential for scaling your business as a third-party Amazon seller. Read on for a full guide on Amazon brand stores, and how to create one for your business.
What is an Amazon Brand Store?
As a registered brand, you can set up a mini-website of your own within Amazon, displaying your product collection and information about your brand.
The design is customizable to a degree. You have multiple elements and several templates to work with, though you still have to work within the confines of what Amazon allows. You won’t be able to fully customize it to the same level as if you’re building your own self-hosted website.
Still, a brand storefront is a good solution for brands selling on Amazon, whether you also have your own site or not.
The Importance Of Optimizing Your Amazon Brand Store
A good storefront helps you drive more sales on Amazon, build brand recognition, and also helps you capture traffic from Google search.
Your brand store offers a convenient way for Amazon customers to browse all of your products. This provides a great way to capture additional sales, rather than every sale being a one-off.
Shoppers can also subscribe for updates through your brand store too, which lets you send marketing material through the Amazon platform, with the new email marketing feature Amazon is rolling out.
It’s also a great way to imprint your brand in the mind of your customers and start building meaningful brand recognition.
But the biggest benefit may be the ability to get your store to rank in Google search results.
Amazon is a high-authority site, which dominates Google search. You can piggyback off that authority with your Amazon Brand Store to rank in Google, and generate free and valuable traffic from people searching for products on Google.
Further Reading: learn more about building profitable evergreen traffic channels from Google with our guide on running Google Ads for Amazon Products.
How to Create an Amazon Storefront
As long as you’re enrolled in Amazon Brand Registry, it’s free to create an Amazon Storefront/Brand Store.
Brand stores are available in all Amazon global marketplaces.
As long as you’ve got this part covered, you can go ahead and create your storefront through the following steps:
- Go to your Seller Central account and create a new storefront
- Choose a layout template or create a custom one with the drag-and-drop builder
- Add content tiles with promotional images or video
- Write additional sales copy for the front page
- Add supporting pages like the About Us page
- Add navigation menu items
- Check your store for misspellings or incorrectly placed links
- Submit your store for approval.
Amazon needs to review and approve your storefront before it can be published, which usually takes a few days. Once that’s done, your storefront will be live, and you’ll be able to start getting sales and advertising your brand through your Brand Store.
Further Reading: the best tips and tricks to help you Increase Sales on Amazon.
Tips for Amazon Brand Store Optimization
Creating your Brand Store is just the start. For the best results, you need to ensure it’s optimized and that you follow certain best practices.
Here are some tips to help you make your Brand Store as effective as it can be.
1: Create a brand message and story
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A brand story is an essential element of a successful business. This should be clearly displayed on your brand store.
The easiest way to figure out what brand messaging would be best for your store is to base it around something your customers need.
People often have an emotional reason for purchasing. People will buy one type of makeup to appear extra stylish and another one because it has less impact on the environment.
Figure out what customer needs your products satisfy and base the brand messaging around that. To do this, you can research the following.
- Demographic trends of your customer base
- General attitude online towards your specific niche
- Take interviews with existing customers and ask them directly
2: Optimize for the right Google keywords
Optimizing for sales and brand awareness is one side of the coin. The other important part is optimizing your Brand Store to show up in Google Search.
Figure out your focus keyword – a term that a lot of people search for, and that your store provides a solution for.
Put that keyword into Google and see whether other Amazon stores are ranking for your focus keyword. If not, try some other variations, or check up on what your known competitors are ranking for in Google.
A tool like SERP Checker by SE Ranking helps you check the Google output for your search term with all the important page metrics and content analysis of your SERP competitors.
Besides SEO metrics, review your competitors’ brand messages and communication peculiarities. Considering all the gained insights, you can develop your own strategy to effectively optimize your Amazon store and make your profile more prominent against competitors’ stores.
These keywords will give you an idea of what your potential customers are searching for. Include them on your Amazon brand store page or on category pages to show customers they’re getting exactly what they need and boost organic traffic.
3: Add Images and Videos
Since Amazon doesn’t have that many customization options, your Amazon brand store may turn out really similar to the storefronts of other brands. You can make your store unique by adding images and videos to the front page.
A nice hero image like this in the Samsung store can help your store stand out and communicate the most important message upfront.
Another major element of the Amazon brand store that you can improve with visuals is the category pages. It’s easier and more intuitive to navigate to different categories in your store when they’re illustrated with a large image instead of a simple text link.
You can also add marketing elements to the front page of the Amazon brand store in between links to category pages and best sellers. These elements help with getting the brand message across and improving engagement.
What you should avoid is using images that are obviously taken from a stock website. If you don’t have the opportunity to take your own pictures, at least edit them to make them more unique. Using stock photos with little to no editing may give customers the impression you’re not investing in your brand and don’t take your business seriously.
If you have the opportunity to post a video — a short presentation, a beautiful promo video, or a product being used — definitely do so. Videos are a great way to increase conversions and get customers to spend more time on your page.
If you think you don’t have the resources to create videos for your Amazon store, see how AI can help. Several AI tools make it easy for anyone to create effective product videos, affordably.