Amazon Stores

Get Your Own Amazon Storefront

An ever-present challenge for online sellers is the question of how to replicate the in-store experience in a sometimes impersonal eCommerce environment. Oftentimes, an even bigger question is how to stand out among other competitors in an increasingly crowded Amazon Marketplace. By building an effective Amazon Storefront, you can kill both birds with a single stone.

Amazon Stores allows you to create a centralized brand hub for your Amazon products that help increase product sales, drive customer loyalty and create a fully immerse online shopping experience for customers.

Amazon Stores | A Long Time Coming

Over the years, Amazon has introduced several precursors to its new Storefront feature. Probably the most prominent predecessor is Amazon Brand Pages. This tool did exactly what the name suggests, allowed sellers to create a page all about their brand. With Brand Pages, sellers were able to stylize their product pages just enough to differentiate their brand from competitors and help create a brand story across Amazon.

Since the tool was first introduced back in 2012, several iterations of Amazon Brand Pages have come and gone – none of which were compelling enough for sellers to invest the time and energy into fully utilizing the tool. As a result, Brand Pages never gained the widespread traction Amazon hoped it would.

Amazon Storefront Candy Storefront Opt 1
Amazon Storefront - storefront icon.

Getting to Know Amazon Stores

The limited capabilities of old-school brand tools are what makes Amazon Stores such a breath of fresh air. If you are familiar with Enhanced Brand Content, you’re in luck as Storefront templates work in a similar way. With easy-to-use design templates and customization, you can create a complete hub for your business in a shorter amount of time and with less difficulty than Brand Pages. With the elimination of Brand Pages at the end of 2017, now is the perfect time to set up your own Amazon Store.

Am I Eligible to Launch a Storefront?

If you have successfully registered at least one brand on Amazon Brand Registry 2.0, you are eligible to create a Storefront. You can tell whether or not you qualify for Storefront by heading to your Amazon Stores page. Here, you can view your Amazon Store eligibility and view a list of your qualifying brands.

Why Should I Build an Amazon Store?

If you are an Amazon vendor or seller, Storefront is entirely free, simple to use and offers the flexibility and freedom of a do-it-yourself tool. Think of it as a central destination for shoppers to both purchase your products and gather further information about your brand.

Some of the key benefits of an Amazon Storefront include:

Create customized templates – You have the ability to choose from a variety of design templates to help create a personalized store layout that best highlights the unique benefits of your brand.

Organize your Storefront on your terms – Choose exactly which products you want to feature and add supplementary multimedia content to help improve the shopping experience for your Amazon customers.

Seamlessly integrate product promotions – Use built-in social sharing and promotional extensions to build awareness among shoppers and drive potential customers to your storefront.

Amazon Store Template

Don't Forget, Amazon Stores Are For Brand Owners

If you arrive at your Amazon Stores page and see a message that you don’t have any registered brands, this means you are not currently Storefront eligible. If you do own one of your brands, you can register it with Amazon before starting up our Storefront.

If you aren’t the owner of a brand you sell, you won’t be able to create an Amazon Store. In this case, your marketing options are to configure your current storefront through your Seller Profile and customize your Amazon URL. It won’t look as impressive as a true Amazon Storefront, but it’s the best you can do with the limited capabilities you have.

What Templates Can I Choose From?

Amazon Storefront offers three unique design templates that make it easy to customize and differentiate your site by:

  • Sub-brands
  • Product categories
  • Featured products
  • Best sellers
  • New releases

Each template lets you add multimedia to your storefront to help give life to your bran, create greater visual interest, and demonstrate product usage. These templates are:

  • Product Grid - Quickly and easily display a wide range of products with this simple matrix

  • Marquee - This template allows you to dive deeper into product details with more room to display product and copy, such as testimonials or product descriptions

  • Showcase - Enjoy the greatest amount of freedom and flexibility with this content-rich template. With this tool, you can showcase the widest variety of products with detailed imagery and content.

How to Differentiate Your Storefront

Amazon has generally required brands to keep their product pages consistent with the overall look and feel of the Amazon Marketplace. Storefront changes all of that, allowing sellers to create a truly branded Amazon hub. Through a combination of social media linking, multimedia content and strategic use of design templates, you can create an Amazon hub unlike any other seller’s Storefront.

While there is no magic formula for success, the best Amazon Storefronts rely on creating the highest quality creative assets. In a tool that is primarily visual, catching the consumer’s eye should be your top priority. Visual elements to consider include:

• Your hero image

• Product photos

• Product copy

• Videos

amazon storefront on mobile

Make a Big Impression with Multimedia Content

As a general rule of thumb, high-quality imagery and video content can create a large increase in conversion rates. Before Storefront, Amazon didn’t exactly make it easy to enhance product pages with video content. This is is why the ability to add product demonstrations and feature products from multiple angles through Storefront videos is so exciting for Amazon sellers.

At Awesome Dynamic, we have dedicated team members available to help create impressive multimedia content for your Amazon Storefront.

How to Get the Greatest Results from Your Amazon Store

Amazon Storefront is equipped with several tools to help you best market your brand and draw shoppers to your page. These include:

Access to a unique Storefront URL - Once you build your custom storefront, you’ll receive a unique URL to which you can direct consumers. This makes it easy for shoppers to quickly access your products from a single hub.

Get up and running quickly with Store Builder – This tool allows you to build a complete storefront in just a few minutes. With Store Builder, you can create and launch your Storefront in as little as 72 hours! Store Builder is easy to use and completely DIY, making it simple to build a store without any website experience.

Facebook Icon - It's easy to share your Amazon Storefront on Facebook.
Linked In Icon - It's easy to share your Amazon Storefront on LinkedIn.

Customize Your Store to Meet Customer Needs

With an Amazon Storefront, you can utilize dynamic widgets or select specific product listings to automatically display different products based on the key consumer insights. These are based on factors like:

Keyword searches

•Best-selling products

•Recommendation history

By displaying particular products based on the above criteria, you can best fulfill the unique needs of your shoppers and increase your Storefront conversion rates.

Drive Traffic to Your Store Outside of Amazon

While the above tools provide numerous opportunities to promote your Storefront within Amazon, there are several marketing tactics you can use to drive traffic to your Storefront outside of the platform.

  1. Create Headline Search Ads - These ads appear before relevant search results to build awareness of your product among appropriate shoppers.
  2. Display your Storefront URL - One of the most cost-effective ways to promote your Storefront is to display its URL across your other marketing materials. These can include posters, emails, your website, etc.
  3. Spread the word on social - Platforms like Facebook and LinkedIn make it easy to promote your Storefront to a wide social media audience. Plus, share features make it simple for your customers to spread the word among their own social networks.

Take Advantage of the Holiday Rush

During the holiday season, shoppers are weeding through more products and brands than any other time of year. While scanning through thousands of Amazon product pages, they have to quickly assess a listing’s value to determine in a split second whether or not it’s worth another look.

By building a Storefront, you can leave a bigger impact on consumers and enjoy more room to highlight your brand’s unique selling points and range of products. This is a great opportunity to experiment with the various Storefront templates to organize your products by price, gifting options and buyer interests.

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Easily Monitor Your Storefront Through Amazon Store Manager

With Storefront, it’s not only easy to build your brand hub, it’s simple to monitor your page through the Amazon Store Manager. This tool has four sections to help you manage your Storefront. These include:

  1. Page Manager - This is where you build, edit and remove pages from your Amazon Storefront.
  2. Preview Window - Here you are able to see a live view of your current page before it is published on Amazon.
  3. Title Manager - From here you can add, edit, and delete titles from your Storefront.]
  4. Status Bar - Monitor your status bar to see the current condition of your Storefront and check for any error messages.

Gather Valuable Data Through Amazon Analytics

While managing your Storefront through the Amazon Store Manager, you can also access metrics regarding the amount of traffic to your Storefront through Amazon Analytics. These analytics provide you with relevant data from outside sources, such as Facebook ads – something Amazon does not offer to all sellers.

Creating a Storefront That Meets Amazon Requirement

Just like any other tool on the platform, Amazon has rules and guidelines for Storefront content. Following these protocols is essential to getting your Storefront approved and in front of shoppers as quickly as possible. Based on past seller experience, Storefronts displaying high-res images have the best chance of being approved – so pay special attention to the quality of your imagery when creating your storefront.

Common Mistakes Sellers Make

While Amazon Storefront is still in its infancy, there are already established do’s and don'ts for the platform. Amazon can and will reject your Storefront if:

There are imagery and design issues with your page

You are using poor quality hero image

Your logo image is not sized to a 1:1 ratio

Your logo interferes with an important part of the hero image

Your page displays phone numbers and/or websites

Your Storefront includes personal information

You make guarantees, such as warranties

You link to web pages outside of Amazon

Luckily, all of the above issues can be easily resolved and you can get your Storefront back up and running in a very short period of time.

Avoid Mistakes in Your Video Content

Mistakes that can be a little more cumbersome to correct are those that involve video content. Amazon may reject your video if it includes product pricing, outside URLs or customer reviews. Just to be safe, how-to product demonstrations tend to be the best use of video content.

The best way to ensure that your content is approved by Amazon is to work with a professional Amazon consultant. Our team at Awesome Dynamic is happy to help you create an eye-catching, Amazon-approved Storefront to help boost your business.

Remember, Amazon Brand Stores are More than a Platform Perk

It’s tempting for sellers to think of an Amazon Storefront as a “nice to have,” but to never put the time and effort into creating one. With the limited appeal of tools like Brand Pages, this mindset is understandable. But with the ease and benefits this hub has to offer, there’s simply no good reason to hold off on creating your Amazon Storefront.

To get started, contact our expert Awesome Dynamic Amazon Consultants and learn how you can increase your Amazon conversions with a Storefront.

Amazon Storefront - laptop and phone with a cartoon icon on screen.