Whether you are a vendor or a seller, the Amazon Brand Store offers Amazon Marketing Services an effective platform that can be used to advertise specific product categories, top sellers, promotions and new products in a targeted manner. In addition, the Brand Store offers the opportunity to present your own brand much better to customers. Freely configurable elements such as headers or individual panels on the subpages allow brand messages, unique selling points of the products or sales incentives to be set – in a form that would otherwise hardly be possible on Amazon.
The Amazon Brand Store is not a completely new invention. Vendors, i.e. B2B merchants on the platform, have been able to use the Brand Store for a long time. As part of the vendor program, corresponding subpages were sometimes created and customized by Amazon employees. They were managed by AMG (Amazon Media Group) and the store was billed at a flat rate as part of the vendor contract. Sellers on the Amazon Marketplace have not yet benefited from this customization.
How to create an Amazon Brand Store?
There are currently two requirements for creating a brand store: You are either a vendor or, as a seller, you have a registered brand that has been verified via the Amazon Brand Registry(https://brandservices.amazon.de/). Sellers can create their brand store directly in Seller Central, vendors use the function via the AMS platform.
It is created using a modular system: various modules can be put together using drag & drop and arranged as desired on the individual subpages. Which and how many products appear in the brand store is freely selectable.
As soon as the brand store has been created, it must be approved by Amazon. Only after this confirmation is the store visible to users on Amazon.
Design & layout of the Amazon Brand Store
While older versions of the brand stores only had limited mobile usability, the new versions are much better optimized for smartphones and tablets. Every page in the store is based on a responsive grid and automatically adapts to the screen size and resolution. The design also looks tidier than before: large images, a highlighted prime logo and a conspicuously large price display within the product tiles.
The layout is partially customizable: product widgets, sliders, videos, text elements and image teasers can be combined as desired. The overall design is modern, clearly structured and of a higher quality than many other Amazon sites.
How should a brand store be structured?
How a brand store should be structured depends heavily on your own strategy – and on how you want to be perceived on the marketplace. In general, however, it is advisable to divide the store into areas that are suitable for product sorting. Possible categories:
- Gender
- Colors
- Top seller / Best seller
- Offers / Sales
- Product innovations
- Theme worlds
- Related product groups
Another option is to structure the brand store according to advertising campaigns. For example, if you place headline search ads (sponsored brands) for certain product areas, it makes sense to create suitable landing pages in the brand store. This allows you to target the search intent of users and give strategically important products more visibility.
In general, it makes sense to place products with good ratings (4 stars or more) higher up in the brand store – because the rating has a major influence on the conversion rate.
How to find an Amazon Brand Store?
The Amazon search is generally geared towards products – not brand stores. Even if you search specifically for a brand store (e.g. “Wilkinson Brand Store”), you will usually only get product ads. On the other hand, a brand store is usually easy to find via Google – a link to the store is often displayed there directly.
In some cases, a separate banner appears above the search results for a brand search (e.g. “Puma”), which leads directly to the brand store. Another option is to click on the brand name on the product detail page – this also takes you to the brand store. With Headline Search Ads, the link can also be placed directly on a specific subpage of the Brand Store – but only for vendors, not for sellers.
External traffic for the Amazon Brand Store
Brand Stores are not indexed by the Amazon search engine, so they cannot be found directly via the search. However, they are visible via Google and are displayed for suitable search queries. Additional traffic via Google can therefore significantly increase the reach of the store. Similar to A+ content, content from the brand store is also partially indexed by Google. You should therefore ensure good keyword coverage here – not for Amazon, but for Google crawlers.
External paid traffic can also be worthwhile. Suitable subpages can be created in the brand store for seasonal campaigns or thematic target group pages and advertised specifically via Facebook Ads, Google Ads, Instagram or YouTube. Although Amazon offers initial evaluation options for traffic and customer journeys, these are still a long way from tools such as Google Analytics.
Examples of Amazon Brand Stores
Only a few brands still make intensive use of the Amazon Brand Store – even though it can be set up free of charge. However, some good examples show how targeted branding is possible:
Brand Store from kwb
The brand sells classic tool accessories for power tools. The Brand Store is clearly sorted by category and prominently highlights bestsellers.
Brand Store from Puma
As a well-known sports brand, Puma is represented with a well-structured brand store. The store distinguishes between different design lines, sports and genders – there are also special landing pages for PPC campaigns.
Brand Store from Disney
One of the most appealing brand stores on Amazon: Disney sorted by series, films and classics. With great attention to detail, the store invites you to browse and discover.