Why You Should Be Using Amazon ‘Stores’

Sometimes, it can be tough to get noticed in the digital age. Increased competition can make it more difficult for consumers to find your products — especially on the juggernaut that is Amazon. A customer can come across one of your products and like it, but never find something of yours again. This is precisely why your business should be using Amazon Stores.

Think of Amazon Stores as your business website within Amazon. Like a website, it comes with your own domain (for example: amazon.com/yourstore), you can customize it however you’d like, and it features the products that you sell via Amazon. According to their blog, 80% of Amazon customers use Amazon to discover new products and brands. Why not take advantage of this free feature that lets you “design, create, and curate multi-page websites” to present your brand, story, and value proposition alongside your Amazon catalog?

Building Your Amazon Storefront

Like any good web host, Amazon currently offers multiple design templates for you to customize your storefront as you see fit. You can recreate Amazon’s classic Product Grid, which displays your products in a matrix with minimum text until an item is clicked on. You can also try out the Marquee or Showcase templates, which allow you to highlight specific items as well as brief product descriptions. No matter what design you choose, building your store is a relatively simple process and doesn’t require the user to have any coding experience.

No single design or algorithm promises to make your Amazon Store successful, but storefronts that receive higher traffic tend to have a few things in common:

An Eye-Catching Hero Image

A hero image is a featured image or series of images that are displayed prominently on the homepage. For Amazon Stores, Privé Revaux Eyewear provides a great example of this. Angie Schottmuller best describes a hero image as “a credible photo or video of a solution that encompasses relevance, context, value, and emotion to support, educate, or persuade a customer.” If you’re having issues creating your hero image, here are 26 more examples that can help.

High-Quality Photos and Video

Stating that high-quality content boosts conversion rates should go without saying, but we can never emphasize this enough: 93% of consumers place visual appearance and color above all other factors when shopping. Additionally, videos are click gold, and it’s estimated that one minute of video is worth 1.8 million words, so why not include one in your Storefront?

Clever, Well-Researched Copy

Imagery can do an excellent job in catching your customer’s attention, but never underestimate the power of words. Well-crafted copy could make all the difference when a customer is deciding whether or not to purchase your product. Keep it concise, yet descriptive, and conduct market research before deciding what to say.

Market Research Made Simple

Speaking of market research, Amazon in many ways can serve as a one-stop shop when you’re trying to rise above your competition. Before determining what template you want to go with, or what images and copy you want to use, study up on what your competitors are doing.

One of Amazon’s best features is its customer reviews. Look at your competitors’ ratings and scroll through reviews, make a note of what customers found helpful about a product, common things that customers liked, and repeated complaints. This will help you improve your product copy and be savvy about what photos and videos best showcase your brand.

Along with your storefront, Amazon also provides you with Insights, a tool that helps you understand your sales and traffic sources. Insights help you by tracking the following metrics:

  • Daily visitors
  • Page views
  • Page views per visitors
  • Sales
  • Units sold

With Insights, you can also learn where your traffic sources are coming from, whether it be organic, through headline search ads, tagged sources, etc. Utilizing Amazon Insights provides you with metrics that you can measure and will help you better optimize future your ad campaigns.

Also, Amazon also has its own keyword search tool: Amazon KTD—and it’s free! There’s no amount of emphasis that we can place on conducting keyword research. A few simple words can make or break any campaign, so taking advantage of Amazon KTD is highly recommended. For extra help, we also suggest taking advantage of our Amazon PPC Ads Management service.

External Traffic

Amazon loves external traffic, so it should come to no surprise that sending potential customers to your Amazon Store will help boost your rank faster. However, this tactic can work as a double-edged sword. If you send a lot of people to your site and no one buys your product, your Amazon ranking can go the other way.

Assuming you’ve done your research and beta tested your storefront, we recommend running an ad campaign that sends leads to your store. Amazon Stores comes with built-in social features that make it easier for customers to share on their social media platforms. Instagram, in particular, has been a viral sales channel as of late. Many top Amazon Sellers are lowering their PPC spend by investing in Instagram Ads. Other social media powerhouses, such as Facebook and Pinterest have also proven to be effective channels.

Common Storefront Mistakes

While Amazon Stores is still new, the platform has already made it clear that your storefront may be rejected if you do any of the following:

  • Provide links to web pages outside of Amazon (this includes your video content)
  • Offer guarantees, such as warranties
  • Include personal information on your storefront: including phone numbers, websites, etc.
  • Poor image or design quality—this includes your hero image
  • Logo images that are not sized to a 1:1 ratio
  • Product pricing or listing customer reviews in your video

For more information on how to get started, check out Amazon’s page on how Stores works or contact us to get a campaign started today!

Anthony Greer is a twice-published author and content marketer with a focus in marketing, brand, and product development.

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