5 Tips for an Amazon Brand Store That Rocks

You’ve heard about the new Amazon Storefront for Brands, but there are a few things to consider when creating your store that can make it easier to manage and see results.

Isn’t the Amazon Storefront Dead?

No Way. Amazon Stores for Brands Are New.

This isn’t the old Amazon Webstore or aStore service. It lives directly on Amazon.

It’s an option that appears in the top menu of Amazon’s Seller Central. If you have a registered brand through Brand Registry, you can create a specialized store of your products.

This is way different from just a list of your branded products.

The new storefront lets a brand owner post:

• Video - Yes, you can actually put videos you create onto the page.
• Design Layouts - Sellers can customize the way the page looks.
• Custom Images - Upload images that help tell your brand’s story. The images can include text on them as well.
• Multi-Page - Create different pages in the store based on categorization of your choosing.
• Direct Links - A seller can choose which branded products they want to link to.

Why Should You Create an Amazon Store?

• It’s free. There’s no cost to it (at least as of this writing).
• Your store can appear in search results.
• As a seller, you have more control over how your products are displayed and have more flexibility to tell your story.

Possibly even better than A+ Content, a Store gives sellers a way to showcase various products from their brands in one place.

With that said, there are some things to consider when creating your storefront.

1. Get the Layout Right

Amazon Stores allow many different layouts, called “tiles,” to be added to a page.

A tile can be full width, divided in half, and so on.

It’s very important to note that when adding tiles, the page builder gives one indication of size, but when you actually preview the page, you might be surprised at just how big a tile divided into only two parts shows up.

Before committing a lot of time to creating your pages, check the desktop preview. You might just want to use more sections per tile to keep things readable.

2. Let Your Brand Tell Its Story

With text, pictures, and video, make sure to communicate not just the details about your products, but also the story behind what makes your brand special.

Consumers are latching on to brands they believe in. Show why your brand is different.

3. Use Storefront Pages and Link to Them

Amazon Stores let you create multiple pages. You choose how you want to use them, and the pages appear in the top navigation menu.

But what many sellers don’t know is that within the content of your pages (tiles), you can link to your other pages.

Link a tile to a page the way you would link to a product, but use the exact wording of the title of your page. It will appear in the search results. This is a great way of helping visitors see deeper into your brand’s pages.

4. Don’t Forget to Preview in Both Mobile and Desktop, Because There May Be Problems

Amazon reviews all changes to Amazon Stores. The process can take “up to 72 hours.”

That’s a long time, and Stores can be rejected for spelling errors, text that is too small to read (in images), incomplete sentences, and more.

It’s the incomplete sentences that get most sellers. This can be because as of this writing, you create your text tile or product tile with a description, and it looks great in the desktop view, but the mobile version actually cuts off part of the text.

Even if your text is within the desktop “line limit.”

Oh, it’s frustrating if you have to wait 72 hours just to find out that you’ve got to edit down your sentences.

The key takeaway is to review every tile in the mobile view, and make sure to check the titles of your tiles. We noticed those getting cut off too.

5. Use Images and Video, but Don’t Forget Amazon Keywords

Lastly, make sure to upload great pictures, lifestyle shots of your product in use, pictures and videos about your brand, but don’t forget about the search terms you’d like to rank for.

Remember, your pages will be indexed for search. You can even view your traffic stats now.

Don’t load up on keywords. Keep everything written for a normal human being, but with that said, don’t forget to add the descriptive keywords for which you’d like to improve your rankings.

An Amazon Store is a way for savvy third-party sellers to get their products in front of more customers and, more importantly, to be able to tell the story of their brand to those customers.

It’s just one of the many things you can do to sell successfully on Amazon.com.