As one of the largest e-commerce platforms boasting a vast network of sellers and customers, Amazon presents an unparalleled opportunity to showcase distinct offerings. While anyone can become a seller on the platform, mastering the art of creating an Amazon Store and effectively showcasing products elevates businesses to new heights.
Apart from implementing Enhanced Brand Content (EBC) & Amazon A+ Content, Amazon Stores could also help businesses reach new heights.
Amazon Stores provide customers with the opportunity to discover and explore a wider range of brands and their product offerings. A “Store” allows brands to curate a specialised and immersive shopping experience, fostering increased engagement with customers.
Businesses can enhance brand customer experience by elevating business-related metrics such as sales, traffic, and engagement over time.
What is understood about the Amazon Store, and how can it help drive sales?
Amazon’s in-store feature is a crucial tool for brands seeking to boost sales and enhance customer loyalty.
Amazon Stores is the latest self-service solution, enabling sellers and vendors to establish their brand stores on Amazon.com. This feature is specifically crafted to offer customers an immersive and dynamic virtual shopping experience.
It is one of the features available to Brand-Registered sellers to create a dedicated Amazon Storefront. As a free self-service advertising tool, a dedicated destination for brands on Amazon can be created. It is an incredible tool that helps showcase all products and increase brand awareness via an easy-to-navigate interface that feels like a real store.
Creating a multi-page Amazon Store is straightforward, with intuitive drag-and-drop tiles or ready-made templates. The flexibility to personalise the store by incorporating images, videos, and descriptions is available.
Enrollment in the Amazon Brand Registry program is necessary to set up an Amazon store. It is free and available for sellers, agencies, and vendors.
Now, why should a brand create an Amazon store?
The primary objective of creating an Amazon Store is to enhance shopper engagement. By serving as a dedicated destination for buyers to explore various brands and products conveniently in one place, it facilitates seamless shopping experiences.
A “Store” offers a superior brand-focused shopping journey across both Mobile and Desktop platforms.
Amazon Store enhances the shopper experience by:
- Improving mobile usability.
- Leveraging both internal and external traffic sources.
- Enhancing organic visibility on Amazon SERPs (Search Engine Page Results), leading to increased sales.
- Expanding brand reach to new audiences.
- Promoting products to existing customers.
Amazon Stores allows for the creation of customizable pages to showcase individual or small groups of items. These pages can include slideshows featuring images, text, videos, and other content types, making them ideal for showcasing new product launches.
The key features of Amazon Storefront are as follows:
- Amazon Stores offers a diverse range of templates to suit various brand aesthetics.
- Brands can customise features and layouts to enhance their presentation on Amazon.
- Incorporating multimedia content can elevate the shopping experience for customers.
- Integrated promotional tools, like social sharing buttons and Headline Search Ads, can boost store visibility and drive traffic.
- Amazon Stores allows the creation of multiple pages tailored to showcase brands and products effectively.
- The self-service builder offers a user-friendly platform for creating engaging stores.
- Rich media content such as images and text can be easily integrated through the Amazon Marketing Service account.
- No coding skills are necessary for customization, as the templates enable easy editing of text, images, and videos.
Understanding how Amazon Stores operate is straightforward. It’s simple and easy to grasp.
- Display products and brand narrative.
The assistance provided enables shoppers to find a range of products and related items on Amazon effortlessly.
- Design a brand store
A fully customised, multi-page store can be designed with the assistance of pre-designed templates or drag-and-drop tiles. All of this is achievable without any coding skills.
- Get an address on amazon.com.
Drive shoppers to visit the Amazon Store through ads or other marketing techniques outside Amazon by using a unique Amazon URL that is also easy to remember.
- Utilise Store Insights to optimise ad campaigns
Insights provide a transparent view of the traffic origins and sales of an Amazon Store. Armed with these metrics, valuable insights are gained on how to enhance performance and excel in these areas.
The next section will clarify how to create an Amazon Store.
Here are the steps to set up an Amazon Store:
Step 1: Create a professional seller account
If a seller doesn’t have a professional seller account yet, what are they even doing?
The process begins with registering for a professional seller account. After providing essential information such as name, password, email address, payment details, and business contact information, Amazon enables the selection of web store items and the creation of an online store.
To confirm the legitimacy of the business, Amazon will conduct a verification process by contacting the business contact number provided. Hence, it’s crucial to ensure that all information is accurately entered.
To create a professional seller account, these details are required:
- Name (according to the income tax return)
- Full address
- Contact number
- Email address
- Business structure type
- Registration state
- FTI (Federal Tax Identification) number
For identity verification, keep these handy:
- First & last name
- DOB (Date of Birth)
- Government-issued ID like driving licence number
- Country of issue
- A high-quality image of the front and back part of the ID
- Bank account statement
Step 2: Register with the Amazon Brand Registry
Once a professional selling account is approved by Amazon, the next step in creating an Amazon Store is to enrol in the Amazon Brand Registry program.
ABR offers a variety of tools to safeguard and enhance the brand presence on Amazon. These tools include:
- Professional presentations
- Access to gated or restricted selling categories
- Enhanced marketing and advertising features
Upon registering a brand, the ability to create enriched content for each product page, such as lifestyle images and brand messaging, is gained. This allows registered brands to have control over all their product pages, with Amazon’s Brand Services helping to eliminate counterfeit sellers or those who infringe upon the brand’s trademark.
While tools like Brand Analytics provide detailed insights into Amazon’s shoppers, one of the primary benefits of Brand Registry is the ability to create a branded storefront.
To apply for the ABR program, the following details need to be provided:
- Brand name as registered with the Intellectual Property Office
- Brand’s serial number (IPO registered)
- List of countries where the products are manufactured and distributed
- Image of the brand name on the product
- Image of the product label
- Product image(s)
Step 3: Create the store’s homepage with the appropriate template
After registering the brand with ABR (Amazon Brand Registry), log in to the Seller Central account or from Ad Console, navigate to Stores > Manage Stores.
After completing the enrollment process, a list of eligible brands for Store creation will be presented.
Select the desired brand from the list and proceed with the additional steps as guided by Amazon. This primarily involves customising the homepage by selecting a template.
Amazon will present four distinct themes to choose from. Select the most suitable one based on business requirements.
Step 4: Build the store pages
Once the store’s homepage is set up, the next step involves creating additional pages tailored to showcase best-selling products, catalogue categories, deals, discounts, and other relevant content.
These store pages should be crafted similarly to those found on a typical eCommerce website. It’s essential to meticulously consider every detail during page creation, ensuring that navigation is seamless for shoppers to easily locate desired items with minimal effort. Prioritising a convenient shopping experience is crucial, so pages should be designed accordingly.
Step 5: Add the content tiles to every page
After setting up a clear hierarchy of the pages (ensuring they are user-friendly with simple navigation), the subsequent task is to incorporate content tiles into each page.
Content tiles encompass various interactive elements that customers encounter on every store page. These elements comprise:
- Visuals such as images
- Headings or titles
- Product displays like bestsellers grids
- Galleries
- Video components
- Navigation features
Step 6: Upload the products
Once the design layout of different pages is finalised, it’s time to populate the store with products. Like any other store, the store will feature a product inventory consisting of a wide range of items for buyers to select from.
However, unlike traditional stores, the advantage here lies in the ability to upload the entire product inventory all at once.
One simply needs to assign ASINs (Amazon Standard Identification Numbers) or UPC Codes to each product. Then, it’s simply a matter of copying and pasting the information.
Step 7: Submit the Store pages for review and publish
Once all pages are designed, it’s important to conduct a thorough review to ensure there are no errors. Utilise the Store Preview option to examine how the designed page appears.
During the review, be sure to check for:
- Grammatical errors
- Spelling mistakes
- Inconsistencies in branding or images
- Problems with navigation, product images, and content tiles
After completing the review, submit the created pages to Amazon for their review.
If a seller is stuck in any of the steps, get the help of the Amazon Consulting Agency to sort out the Amazon Storefront Design UK.
