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All features at a glance
Amazon now offers a wide range of options for presenting products and brands in the most interesting way possible for potential customers. A well-prepared listing and professional product images are considered the basics. Even extended brand content (EBC or A+ content) is almost the norm for many Amazon providers. But how can you stand out from the competition? The answer: the Amazon Brand Store. Today, we want to give you all the important information about the premium platform that allows brands to present and further develop their identity and philosophy on the world's largest online marketplace.
We would like to answer the following questions for you today:
1. what are amazon stores
As a vendor or as a seller with a registered own brand, a brand or dealer store, quasi an online store, can be created within Amazon. In the brand store, your own brand can be presented in an appealing way using images and text. The brand store has its own URL and is therefore ideally suited as a landing page for external traffic.
2. how can brand stores be created?
As already indicated above, the Brand Store can be created either by vendors or sellers with their own brand. As a Marketplace Seller, your own brand must be registered and activated via the Amazon Brand Registry before the store is created. The store can then be created via Seller Central. Vendors can use this function via the AMS platform.
The Amazon Brand Store can be built on up to three levels. To subsequently insert texts and images, the most diverse modules can be placed via drag and drop using the modular system. It is up to you how many products you want to present. Furthermore, you can decide for yourself how you want to cluster your products. The following categorization features would be conceivable: Gender, color, top sellers / bestsellers, sale offers, theme worlds, product novelties.
After content creation, the brand store must be confirmed and approved by an Amazon representative. It is recommended to check the following points again before submission:
-Spelling and punctuation
-Completeness of the draft (no further changes can be made during the review phase).
-suitability of the store for mobile devices (use the mobile preview for this)
-readability of text in images and videos (also on smartphone)
Only after this approval (which can take several days) is the store also visible to Amazon users.
How do customers find the Brand Store?
There are three ways in which your customers can access the Brand Store. The first two are Amazon-internal click paths. For example, customers can click on the brand name on your product detail page to be taken to the store. Another option is Sponsored Brands (formerly Headline Search Ads), which can be used to direct traffic to the store. Here, the deposited link in the ad can either point directly to the store's home page or any subpage that is integrated. A final option through which your store can be found is Google search. With the creation of the Brand Store you virtually create your own Amazon-internal online store. This runs on the German marketplace under the following domain: www.amazon.de/stores/MARKE. If you search Google for "BRAND + Amazon + Brand Store", this domain will be displayed in the results.
4. What are the key features of a brand store?
Rich media content: Use a wide variety of rich media content to stand out. Videos, slideshows with photos / text and all sorts of other content can further enhance your customers' shopping experience.
Central point of contact for external traffic: An extremely important feature of brand stores is their function as a central point of contact for external traffic. Regardless of whether this traffic is organic or inorganic.
As described above, Brand Stores can be found via Google. This is because individual fragments of the brand store are indexed by Google. Therefore, when building a brand store, it should always be considered to provide a certain keyword coverage.
In addition, further external traffic coming from social media campaigns, the company's own website, a newsletter, etc. can be directed to the brand store. The big advantage here is that the advertised products are not shown in the competitive environment. The likelihood of people jumping to competitor products is therefore relatively low. In addition, external traffic can be measured very well via the Brand Store. Do you want to know which campaigns are performing particularly well and where the clicks and sales are coming from? All this can be determined by integrating various source tags and evaluating them later.
The following key figures can be read out via Amazon Store Insights:
-Daily Visitors: Total unique users or devices that have viewed one or more pages in your store on a single day.
-Views: Number of page views in a given time period. Contains repeat views.
-Sales: Estimated total sales of store visitors within 14 days of their last visit.
-Units sold: Estimated total units purchased by store visitors within 14 days of their last visit.
-Views/Visitors: Average number of individual pages viewed by a daily visitor to your store.
5. what do brand stores look like?
Of course, we don't want to deprive you of some creative examples here either. See for yourself which options other brand owners are already using.
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