Don't have an Amazon Storefront yet? Follow our guide to get started.
March 16, 2022
A tool that is available to Amazon sellers and can make a huge impact on impressions and conversions is the Amazon Storefront. This is unique from the generic store page that most brands have. There’s a lot of confusion around this element of Amazon advertising. Let’s unpack it below!
What Is An Amazon Storefront?
An Amazon storefront is an online store specifically for your brand that allows you more use of imagery, typography, brand logo, and graphics to create a real website feel for your customers. These storefronts give your customers a more immersive experience and invite them into who you are as a brand and tell your brand story.
Here’s an example of a well-designed Amazon storefront.
A professional seller account can even have multiple store pages for your brand to highlight different aspects of who you are and what products your store offers, and your best-selling products. These pages can be used as landing pages when directing traffic from external sites (like Facebook or TikTok) and do an excellent job at roping in new leads.
On Amazon’s site, these stores are accessible to shoppers directly on your listings and through sponsored ads.
Another useful tool when it comes to the Amazon storefront is the ability to measure its performance by way of the insights tab. These store insights help you understand the implications of sales generated by your store, where your customers are coming from, and more. This kind of insight is invaluable in e-commerce!
Overall, the storefront is a great addition to the Amazon marketing options available for online sellers and can add a ton of value to your brand.
Who Can Open An Amazon Storefront?
Criteria for creating an Amazon Storefront are simple: you either need to be a Brand Registered Seller of the Amazon brand registry program utilizing Seller Central or be an online Vendor utilizing Amazon Marketing Services.
If you haven’t registered your brand yet, you most definitely should - there are many possibilities open to you once you become brand registered sellers. You can do so here.
How To Set Up An Amazon Storefront?
There are two options to create an Amazon storefront - one requires learning how to be a graphic designer, web organizer, and fine print extraordinaire so that you can create it all yourself. This option will likely also incur expenses such as royalty-free graphics, photography tools, expensive design software, and more.
If this option isn’t for you, you can go the route that most sensible Amazon sellers choose - hiring a professional to design the page for you. Unless you happen to be a skilled graphic designer with the tools you need already accessible to you, hiring a professional is the best course of action. If you need assistance with your Amazon Storefront, ask one of our team members how we can help.
If you decide you want to try the store builder all on your own, here are a few things to keep in mind as you work on your design.
- Keep It Organized.
Imagine that all your customers are going to spend less than one minute perusing your storefront (sadly, this is likely the reality). Brand owners' design and communication need to be organized enough that within that small time frame, shoppers can find the category they want to shop in quickly and easily in the brand store. Use a multi-page store and rely on clearly defined categories to help your customers find what they need faster.
- Less Is More.
Simplicity is key in all marketing, but especially in online marketing. Don’t try to showcase every aspect of every product - highlight the most important qualities of your brand and of your products. If customers want to learn more about a specific product they can visit that listing individually. The storefront is simply for showing off your brand as a whole, so don’t make it complicated.
- Incorporate Interactive Features.
You can now include links to your products within the lifestyle images on your storefront. This makes shopping in your store easier than it ever has been, and allows shoppers to find your products without going directly to their category page. Take advantage of these features!
- Include Video.
Put a video on your storefront page to quickly grab your audience’s attention and ensure that they stay on the page. This is a great way to catch those that simply don’t have the patience to scroll through your entire branded store and get them hooked enough to keep reading. Videos increase conversion rates, so you’ll do well to put one on your storefront.
- Ensure Your Page is Mobile-Friendly.
Many Amazon shoppers are completing purchases on their phones, so Amazon stores should ensure that your Amazon store is accessible to both phone shoppers and browser shoppers.
Don’t use too much text, and rely heavily on videos and high-quality imagery. You want every aspect to be legible and understood even on a small screen. 3,000 by 1,500-pixel images do well here. Avoid too much use of split sections, as these can be annoyingly long on a mobile device.
- Take a Multi-Page Approach.
Work on your home page first, but then ensure that all your category pages are equally as impressive and engaging for your customers. You should have clear and consistent branding as well as the quality of all of your pages. While your home page should more broadly highlight your categories of listings, your category pages might show off some of your top products within that category.
- Direct the Flow of Traffic.
A clear navigation panel, as well as a category page, links clearly labeled throughout your homepage is a great way to help customers understand where they need to go. Think of your storefront as a map, guiding shoppers to their final destination. Don’t be afraid to direct your customers exactly where you want them to go!
- Highlight Special Products.
Not all your category pages have to be typical categories. It’s a great idea to create a category page to highlight special products - like best sellers, great deals, or even new and upcoming products.
- Help Shoppers Find You Faster.
Use design to direct shoppers to the “follow” button on the navigation panel. This is a surefire way to ensure that your storefront visitors don’t simply forget about you and move on, but continue to receive updates from you in the future.
If you don’t already have an Amazon storefront for your page, you should definitely make one as soon as possible! The best way to do this is to work with a professional who knows all the ins and outs and can get you a quality page much more efficiently than you could probably do on your own. Let us know how we can help by scheduling a call today!
Julia Grant is a copywriter specializing in e-commerce and small business, helping businesses expand their reach with copy that clearly communicates their message and converts. She is a certified translator and interpreter and prides herself on providing culturally relevant content in both English and Spanish.See more posts from this author