Enhancing the Customer Experience with an Amazon Brand Store

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Xuanmai Vo
Content Marketing Manager

To successfully grow a business, it’s important to understand the customer’s journey and overall experience. When it comes to Amazon, the best way to own the customer journey starts by building an Amazon Brand Store. Amazon Brand Stores are digital storefronts that help strengthen credibility and increase brand value. Customization is made easy through predesigned templates and drag-and-drop tiles to create pages that fit your brand. Sellers can also create their own branded URL, giving shoppers the access to explore a full range of products. In addition, the Amazon Brand Store helps sellers better understand their customers, providing key metrics such as page views, traffic sources, sales and more.

Amazon Brand Stores offer customization and control.

Amazon sellers can build a strong customer connection through the brand store by sharing their stories and educating shoppers on the brand’s mission, values, and much more. There is no other place on Amazon where the customer experience is controlled. Competitors’ ads are not visible on the Brand Store, which allows for a more customizable experience that focuses on just the brand’s products and offerings. With the spotlight being purely on the brand, this feature is crucial to leverage compelling brand storytelling.

Set your Brand Store up for success.

Once an Amazon seller completes the Amazon Brand Registry, they’ll be able to create an Amazon Brand Store. It’s important to note that the Brand Store template should reflect the brand’s image. Amazon frequently releases new ideas for sellers to boost their revenue and customers’ loyalty, such as brand videos to show products in motion, interactive posts, and product comparison tables. By adding these components, sellers can emphasize how their products can solve the shoppers’ problems with lifestyle images and a brief brand story. 

The Brand Store should include an “About Us” section or page, which speaks on the brand’s story and competitive advantages. This allows them to establish a rapport with their shoppers and provide a more personable experience. 

Since ecommerce shoppers rely heavily on visuals to make important purchase decisions, Brand Store imagery should be a top priority for sellers. Images and videos should follow specific size requirements to avoid any store errors. Other best practices for images include showing a variety of high quality images and ordering them in a way that prioritizes the images in a specific sequence.

Successful Brand Stores should also have a user-friendly navigation menu, categorized in a way that matches the brand’s target audience needs. Since the Brand Store acts as a hub for customer browsing, I recommend all products are available and accessible through the Brand Store. 

Analyze and optimize every step of the customer journey.

Amazon Brand Stores should always be monitored and optimized based on the data and engagement. This includes updating active promotions as well as featuring new product launches and seasonal products. If the seller fails to keep the Brand Store updated, they risk losing sales and revenue. According to Amazon, on average Brand Stores updated within a 90-day window have 21% more repeat visitors and 35% higher attributed sales per visitor. With the goal of increasing sales and customer loyalty, sellers should focus on optimizing the Brand Store content to be as informative and relevant as possible. 

Last but not least, sellers are able to track their Brand Store performance and shoppers’ engagement. These metrics include but are not limited to daily visitors, page views, estimated total sales, and so much more. Reviewing these metrics can be beneficial for a seller who wants to use their Brand Store in conjunction with their other marketing efforts.

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