Amazon Brand Store: An Overview of its Definition, Advantages, and New Features in 2021

Amazon is always introducing new ways to assist sellers in expanding their businesses, and the most recent addition is the Amazon Brand Store. This feature provides more eCommerce opportunities for third-party sellers, which were once exclusive to wholesale vendors. By offering more ways to showcase brand stories, smaller sellers can now reach a larger target audience.

I. What Is an Amazon Brand Store?

An Amazon Brand Store enables merchants to create a free online storefront for their brands. With just a few clicks, sellers can enhance their customers’ experience by experimenting with custom layouts using pre-made templates. Previously limited to 1P vendors, this feature is now available for every 3P seller registered on Amazon’s Brand Registry. Importantly, you do not have to advertise on Amazon to create an Amazon store for your brand.

II. Getting Started with Amazon Brand Stores

To create your first multi-page Store, visit the Amazon Stores page. While the landing page appears concise and minimalistic, it provides all the necessary information about the capabilities of Stores and your eligibility for the program. You’ll also find inspiring examples of beautiful Amazon Stores that can give you ideas for your own store’s appearance.

So, Is Your Business Eligible for the New Storefront?

Yes, if you have successfully registered your brand on Amazon Brand Registry, you are eligible for an Amazon Store. In some cases, distributors can set up brand registry on behalf of the brands they represent and qualify for a brand store. If these options are not available, you can still configure an old-style seller storefront in your Seller Profile and customize the URL, but it will only display your products without additional features or aesthetics.

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III. The Benefits of Amazon Brand Stores

To thrive as a third-party seller on Amazon, you need to focus on growth and plan to take your business to the next level. It’s crucial to explore different ways of advertising, both paid and free, and create your own strategies. Fortunately, Amazon is more supportive of third-party sellers than ever before. The company recently invested $15 billion in developing 225 tools and services to help small- and medium-sized businesses sell more effectively. With these opportunities, the battle for new leads is worth fighting.

So, what are the benefits of having an Amazon Brand Store?

  • It provides more options to enhance your brand image, building an emotional connection with your customers.
  • You can update content and messaging as part of your seasonal and promotional campaigns.
  • An Amazon Brand Store can increase repeat purchases and overall customer satisfaction.
  • It allows for effective Amazon advertising campaigns, with linking Sponsored Brand ads to Stores potentially boosting RoAS by up to 22%.
  • The discoverability of your Amazon brand store improves with brand logos and small banners on product detail pages.
  • You can drive traffic and leads from external sources and capitalize on that.
  • There’s potential for higher ranks in Amazon’s organic search results.
  • It provides a better user experience across mobile and desktop.

IV. New Features (and How to Utilize Them for Your Brand)

Let’s say you’ve registered your brand with Amazon and are eligible for a new branded Amazon Store. This is where your creativity comes into play. With templates and content tiles, you can easily create a beautiful page, similar to A+ Content pages. Here are the latest features to help online merchants showcase their brands and gain more exposure:

  • Make your photos shoppable: Similar to shopping tags on Instagram, Amazon now offers this functionality. Users can tap on the products within the image to obtain basic information such as price, rating, and name.
  • Add descriptions to your images: Sellers can now include additional descriptions on top of the images. This enhances the discoverability of your products in search engines, benefiting your SEO efforts.
  • Bulk product uploads and hiding out-of-stock items.
  • Schedule seasonal updates, releases, and brand updates in advance.
  • Amazon Stores are becoming more discoverable with the help of brand logos and small banners on product detail pages.
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V. Amazon Brand Store Development And Design

In this section, I’ll guide you through the process of creating a brand page on Amazon and picking a template that aligns with your brand identity. Amazon is continually introducing new features to help sellers boost shoppers’ loyalty and generate long-term revenue. These features include brand videos, interactive shoppable posts, affiliate product comparison tables, and more.

Amazon Brand Page Templates

There are three unique templates tailored to the products you sell:

  1. The Marquee: Designed for brands with a wide range of products, allowing for detailed categorization.
  2. The Showcase: Provides ample space for imagery and product detail photos.
  3. The Product Grid: A simple layout that showcases a variety of products with prices and options to share your store on social media.

Creative Guidelines for Amazon Stores

To ensure your Store is approved on Amazon, follow these fundamental guidelines:

  1. Page Sections & Tiles: Each Store page can include videos, product grids, gallery tiles, featured deals, and recommended product tiles.
  2. Tile Sizes: Basic tiles can be full width, large, medium, or small.
  3. Types of Page Sections: The Header, Text Tile, Image Tiles, Images with Text Tile, Shoppable Image Tile, Video Tile, Background Video Tile, Gallery, Product Tile, Best Seller Tile, Recommended Products Tile, and Featured Deals Tile. Each section has specific requirements and specifications to adhere to.

For a complete list of creative guidelines, refer to Amazon’s official guidelines.

VI. Examples of Brand Pages on Amazon

To get a sense of what other brands have created, Amazon has showcased six stunning Stores. Brands such as Vermont Teddy Bear, Big Dot of Happiness, Listerine, PrivĂ© Revaux, R+Co, and Vitamix have taken advantage of Amazon’s Store customization, resulting in flexible and unique pages. These Stores demonstrate the versatility and potential for customization.

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VII. FAQ About Amazon Brand Stores

Still have questions about Amazon Brand Stores? Refer to this FAQ section for comprehensive answers.

To Sum Up

The introduction of Stores aims to encourage brand-owning sellers to sign up for Brand Registry. Amazon has already rewarded registered sellers with exclusive benefits. To access these advantages, such as Sponsored Brands ads and Amazon Marketing Services, becoming a 1P wholesaler or a 3P brand owner is necessary. Amazon strongly favors brand owners and official representatives of brands to minimize counterfeits and bypass middlemen.

With the numerous updates rolled out and those planned for release, Amazon is becoming an essential part of business development strategies for sellers and brands. It is no longer just a quick sales channel but a platform capable of converting a wider audience and capturing leads at every stage of the funnel.

Remember, while Amazon Brand Stores offer excellent opportunities, it’s essential to prioritize crucial tasks like finding new sourcing opportunities, reducing returns, utilizing Sponsored Products ads to sell more, and acquiring quality reviews. Play with the new Stores feature but make it a part of your broader strategy for success on Amazon.

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