Sellers on Amazon will now have more online space to showcase their entire line of products. Amazon is replacing its Brand Pages with Amazon Stores, an improved solution that allows sellers to create a customized shopping experience with their own landing page on Amazon. It’s a free, self-service product that lets brand owners design and display a multi-page store that showcases their products and brand for an enhanced ecommerce shopping experience.
Amazon Stores allow for more creativity than the previous brand pages. You can build highly customizable content with mobile-friendly templates and tiles, using a wide variety of content types and visual elements. Additionally, you have access to built-in reporting tools to measure and optimize your store design. Stores are typically approved within 72 hours and provide sellers with a unique store URL (www.amazon.com/your brand).
All Amazon sellers who are registered on Amazon’s Brand Registry 2.0 are automatically eligible to create Amazon Stores.
Key features of Amazon Stores include:
A Multi-Page Experience
Multi-page Amazon Stores exclusively showcase your brand and products. You can create multiple pages per product category on your store with links that will take customers directly to your product listing. You can also direct customers to certain storefront pages in your Headline Search Ads and utilize wider keywords that target multiple products.
Store Builder
Creating an Amazon Store is free of charge and easy to create using Amazon’s self-service store builder that features easy-to-use, intuitive templates. Amazon Store Builder is available through your AMS or Seller Central account.
Rich Media Content
Utilize rich media and content from text to lifestyle images and videos for an enhanced shopping experience.
Integrated Promotion
To drive awareness and traffic, you can use built-in social features like social sharing buttons, along with promotional tools such as Headline Search Ads to boost performance.
Cross Selling
If you have items that complement each other, you can promote them through cross selling. For example, if you sell both shoes and socks, on the shoes page you can dedicate a section to showcase your sock products as well.
The Layout
Amazon Stores offer the ability to create page(s) that suit your specific brand needs. Each page features a header and footer along with surrounding content tiles. You can choose from three preset templates or create your own. The three preset templates include:
Product Grid: The simplest way to display your selection of products.
Marquee: A curated product display with added space for images and copy such as product descriptions.
Highlight: Allows for a broader selection of products with more space for product information and visual content. This template delivers a more content-rich experience.
To curate an enriched shopping experience for customers, brands can handpick product listings or use dynamic tiles that auto-populate product displays with “Best Selling” or “Recommend for You” product categories based on shoppers’ insights.
The new Amazon stores are an upgrade from Amazon’s previous brand pages, as they provide a dedicated shopping space for individual brands with the aim to drive customer loyalty and increase sales. It provides a destination for customers to learn about your brand and view your entire collection of products rather than simply making a one-off purchase.
