A brand store is one of the most underrated tools that Amazon gives sellers. A well-designed brand store can help with many of the challenges brands face on the Amazon marketplace.
Before we dive too far into how a brand store can help, let’s quickly cover some basics. You need to be brand registered on Amazon to build a brand store. Visit Amazon’s Brand Registry to enroll. Once your brand is registered and you have built your Brand Storefront, shoppers can access the store through your product detail pages.
Now, let’s define what a well-designed brand store should be. The two biggest things I look for when a client asks us to give feedback on their brand store are whether or not they have images and videos with multiple pages on the store.
Having images and videos helps unleash the power of your brand store when it comes to Sponsored Brands ads, building brand loyalty, and cross-selling. Creating an engaging storefront that shoppers want to browse, learn more about your brand, and add more items to their carts can help grow your average order value (AOV).
Sponsored Brands Ads
As I’ve covered in other blog posts about Sponsored Brands ads, I’m a big fan of the top banner ad placement on the Amazon search page results. This is a Sponsored Brands ad placement, and you can use them to send traffic to both your storefront and product pages. Your brand logo, headline tag, and custom image are direct to the storefront while the three product placements link directly to that product detail page.
A well-built storefront gives Sponsored Brands ads optionality. You can have the link to your storefront go to any page. So if you are building campaigns for an apparel company and collared shirts have their subpage, you can set up the Sponsored Brands ad campaign so search terms around collared shirts will send traffic directly to your collared shirts page. You can then have a separate campaign or ad group go to your sweatpants page and so on. This way, you can make sure your Sponsored Brands ads are as relevant as possible to the search term and the potential buyer.
This is especially important with non-branded searches. If a buyer is looking to quickly purchase a shirt, having the top ad placement that shows before other products, with an eye-catching image or video that can take the buyer to a page that shows your shirt options. This can help you get a conversion before the buyer even considers a different brand.
Building Brand Loyalty
Many brands want to share what they stand for as well as what makes them different from their competitors. The goal is to make a true connection with the buyer, which can then create repeat purchases and word-of-mouth marketing opportunities. This can be hard to do on Amazon product detail pages where the content should be focused on product use and features rather than branding.
The storefront offers brands much more freedom to put images and videos out in the open, not hidden in a carousel on the side of the product page. The homepage of your storefront is a great place to dive into what makes your brand stand out. If you want to go into even more detail, you can build an “About Us” page that can solely be about your brand’s values and origin story. Again, the goal is to make a true connection with a buyer.
Cross-Selling
The last thing we will cover about well-designed brand stores is maybe the most obvious but still important to touch on. Whether you are selling accessories to other products and/or complimentary products, the brand store is a great place to show off how your products can work well together.
If you’re selling notebooks, you can showcase your pens and book bags that go perfectly with your notebooks. This could be the difference between a buyer purchasing one item and purchasing two or three items.
The power behind a well-built brand store is the freedom and optionality it provides you. It allows you to make your ads more relevant to buyers, gives you more of a platform to describe what makes your brand stand out, and opens up the door to more cross-selling opportunities. A well-built storefront is a necessity for Amazon advertising.
