With an approximate valuation of $684 billion, Amazon is the leading retailer in the U.S. In 2020 alone, net sales on Amazon amounted to $386 billion. It’s no wonder then that the go-to investment for brands wanting to scale faster is setting up a profitable Amazon brand store.
From understanding why a high-performing store is important to creating a high-quality Amazon store, this blog covers all the fundamentals you need to know to maximize your brand’s revenue.
Why You Should Invest In Your Amazon Store
In the past year, 40% more US sellers on Amazon crossed $10M in sales. It’s one of the best platforms to provide your consumers an immersive shopping experience, with sellers being able to control everything from the product page, visible media, and season catalogs.
From your content to remarketing opportunities, you gain control of your brand image and browsing experience. You can customize every detail of your brand page to ensure your consumers develop a sense of reliability in relation to your brand.
The importance of an optimized Amazon brand store is increasing every quarter, with stores updated within the last 90 days having a 35% higher attributed sales per visitor. Recently rolled-out features like mobile vs desktop optimization and store-specific insights help you be in charge of your customer engagement levels as well.
You can also use AI to automate your store spotlight ads, encourage visitors to click the “Follow” button, and protect your brand keywords to ensure no competitor ads show up on your brand store pages.
High-performing vs low-performing Amazon stores
Shoppers want seamless browsing by getting to where they need to go in the minimum possible number of clicks. A high-performing store is optimized to provide that experience, and you should know the key points that can make or break your growth strategy.
Based on the average incoming traffic to your home page, organize your product catalog to display a range of items including newly added, popular, and discounted. Giving visitors a wide range of choices guarantees more shopper dwell time, effectively leading to more sales.
High-performing Amazon stores follow a style guide so everything from brand colors to infographics to hyperlinked buttons follow the same aesthetic. Representing your brand in a high-quality fashion allows you to build trust with shoppers who scroll through your store.
A low-performing store, on the other hand, would leave the shoppers feeling confused and overwhelmed. Something as simple as color palettes or font sizing can break the rhythm and drive away potential sales.
Creating a fully optimized Brand Store
By increasing engagement and maintaining consistency, you can tap into Amazon’s 2.7 billion monthly visitors to create a loyal consumer base for your brand. Your approach when building or optimizing your brand store should ideally consist of 4 core elements:
- Research – From your target audience demographics to account-level data and business reports, your study should be focused on formulating a store based on market research. If you have existing store insights, such as click-through rates and basket analytics, leverage those to pinpoint mistakes and make improvements.
- Prepare & Outline – To maintain branding consistency across channels, your style guide should be the base upon which you create your store mockups. For multiple-page stores, having a wireframe and designing in phases saves a lot of time.
- Execute – Publish your homepage first and design the rest of the store to fit the same theme. Based on the size of your product catalog, your top priority when executing your brand store should be to ensure consistency across the board.
- Evaluate & Optimize – Once your store is live, your brand page console will generate real-time data for you to evaluate and compare. Based on the PPC data and changes made by Amazon’s updates, you should regularly measure performance and tweak elements that can help improve ROAS.
To invite and retain shoppers on Amazon, here are a few strategies to experiment with:
- Crafting a guided shopping experience that lets your consumer feel in control of their purchases
- Uplifting the design elements to present a luxury experience right from the get-go
- Maximizing your virtual real estate by communicating your brand’s story through your home page
- Dividing your products into non-conventional categories, based on popular search keywords by your returning customers
- Preparing for seasonal changes, like festivals, back-to-school, and flash sales during low-performance weeks, to build recall value
- Diving into your store’s performance stats to revise and update your home page regularly
Amazon’s regular rollouts, website and app updates have garnered a lot of interest in this past year, and the trend will continue well into 2022. Brands that can take advantage of these latest features to carve out a high-quality store will witness a surge in sales and profits.
Pacvue recently co-hosted a webinar with Nectar on “Best Practices for Maximizing Revenue on Your Amazon Store.” Check out the webinar recording now to learn more about what goes into a fully optimized Amazon Brand Store.