Taking Control of Brand Equity on Amazon, Part 2

In this follow-on piece, we’ll look at other ways that premium brands can leverage content tools and opportunities to improve their brand equity on Amazon.

In the previous blog post, we discussed in detail one of the primary avenues for controlling the brand story and presentation on Amazon – product listing pages and A+ Content. In this companion piece, we’ll dig into the second avenue – brand storefronts. An Amazon Store is essentially a brand’s custom branded website on Amazon that allows registered brands to showcase their products without any distractions from competitors’ products or ads. The storefront should have the look and feel of a real e-commerce store, with the added benefit of Amazon’s huge audience reach. Stores are free, always-on destinations for your brand on Amazon and they’re an important content opportunity for premium brands.

Cutting through the noise on Amazon to spotlight your brand

It’s impossible to build your brand when customers are swamped by hundreds of competing products – this is one of the main challenges and drawbacks of Amazon for premium brands. A dedicated store page addresses this problem, giving brands their own “home” on Amazon. It also helps with:

  • Consumer education, by spotlighting the entire breadth of your catalog on Amazon. This is particularly helpful for NTB education/awareness. According to Amazon, 52% of shoppers are willing to shop a brand they weren’t previously aware of on Amazon. 
  • Cross-selling and up-selling, by helping customers find accessories, complimentary products, more expensive versions or larger pack sizes.
  • Communicating your brand story to a much larger audience.

Optimizing your Amazon Storefront

A well-designed brand storefront helps drive sales conversion and keeps customers coming back. We’ve compiled a list of tips and best practices for ensuring your storefronts are on point:

  1. According to Amazon, stores with 3 or more pages have 83% higher shopper dwell time and 32% higher attributed sales per visitor. We recommend creating pages by activity, gender, product line, product type, or some other segmentation that makes sense for your brand to help guide shoppers to the best solution for their needs and make your content easily navigable. For brands with a large catalog, a Best Sellers page can be helpful, too. Keep in mind, if you have more than 7 pages, Amazon will move additional pages to a “More” dropdown menu, so they won’t be anchored on the navigation bar or immediately visible to the shopper.
  2. Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor. Review and refresh your storefront a few times a year to ensure content is current and compelling. You can make updates to spotlight new seasons, new product launches, promotions, brand news, and more.
  3. Videos are a useful tool for telling your brand story and sharing bestsellers and new arrivals with inspirational content that resonates with shoppers. Between July and December 2020, Amazon found that Stores with at least one video saw on average 12% higher shopper dwell time compared to Stores without a video. For your video cover image, be sure to use a clear and engaging image or still frame that will encourage shoppers to watch. Offer details that shoppers can’t get from images or text, like a product performing under challenging conditions or a person interacting with your brand. Create videos that are true to your brand’s message with a clear selling point.
  4. Use lifestyle images in the shoppable image widget to feature your products in a real setting. Unlike static images, shoppers can engage with the image and see the products’ name, price, customer ratings, and Prime availability, and add these products directly to their carts. A few things to remember:
    • You can highlight up to 6 products in the image, but avoid placing products too close together.
    • When placing the points that identify the ASINs in the image, be sure to place each point directly on or next to the product without changing the product’s overall appearance.
    • Check the mobile experience and ensure that the widget’s call-to-action doesn’t cover other important elements.
  5. Create a strong “above the fold” experience to ensure that the first viewable section of the storefront and each additional page is well structured and designed to convert. The space above the fold is the first thing that customers see and can determine whether they continue to browse or hit the back button.
  6. When designing on Amazon, it’s important to break down complexity and make content easy to understand – especially because the digital native shopper has a very short attention span! The right interplay of text and visuals will help shoppers understand your product with bite-sized, easy-to-digest information. Avoid text-heavy content.
  7. The storefront is your opportunity to tell the full brand story, without distraction from other products, brands, or advertisements. For premium brands with a heritage story, it’s a uniquely focused place on Amazon with tremendous potential for new-to-brand education, brand awareness, and customer loyalty. Consumers are latching on to brands they believe in. Show why your brand is different. To the extent possible, your storefront should be aligned with your DTC design to keep a consistent brand experience across channels.
  8. Within the content of your store pages, you can link to your other pages. This is a great way of helping visitors see deeper into your brand’s pages and will also improve your SEO.
  9. Leverage Amazon’s interactive guide to learn more about Stores – including getting started, running Sponsored Brand advertising campaigns to drive traffic to your store, and measuring store performance with the Store insights dashboard.
Store pages boosts shopper dwell time by 83% and attributed sales by 32%
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Updating Stores quarterly improves repeat visits by 21% and attributed sales by 35%
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of shoppers are willing to shop a brand they weren’t previously aware of on Amazon
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