The following is a guest post by Nectar
Amazon Brand Stores have become a vital function for any brand focused Amazon business. Brand Stores have always been a major feature in any growth strategy. As an Amazon business looking for long-term growth and to scale, a Brand Store is a worthwhile investment to make.
Brand Presence
If your Amazon end-goals are aimed at any form of long-term success, it’s important to solidify a brand presence. While Amazon is often looked at as an online superstore of nameless vendors, it is still vital to be prepared to leave a brand impression.
The biggest draw of a Brand Store is the fact that it provides a digital hub for your business on the nation’s leading e-commerce site. With this immersive multi-page shopping destination, you can illustrate unique aspects of your brand, products, and business values. While only a digital storefront, it is still a space your business can operate within that is entirely your own. This means it’s a great way to represent your business to customers new and old.
Regardless of how often consumers are browsing unbranded searches on Amazon, at the end of the day they still want to work with businesses that they trust. Your Brand Store is an easy way to facilitate professionalism and illustrate your top-quality offerings. If a consumer has made a satisfactory purchase from your catalog, they’re likely to return to your business moving forward. Without a Brand Store, you leave a bigger opportunity for competitors to sway away your return customers. They’re an easy way for you to capitalize on branded searches and minimize opportunities for the competition to swoop in.
Personalized Shopping Experiences
A big trade off about the world of ecommerce is you lose the opportunity to make in-person connections. There’s no greeting and getting to know the customer as they browse your wares. You can’t give them a personalized pitch about why a certain offering may be best for their needs and you can’t take a moment to explain why they may want to pair their purchase with another great product.
Brand stores make up for this lack of personalized suggestion. Through your Brand Store, you can have sales pitches pre-designed into your catalog. No, there’s no little AI salesmen that’ll pop up and start talking with your online consumers, but you can still make your pitch without needing to discuss a thing.
It all comes down to data-built strategies and how well you know your in-market shoppers. The layout of your Brand Store is entirely in your control meaning you not only design your catalog but the way in which shoppers will experience it. Shoppers will probably only be browsing for a specific product but if you know how well your top products pair with complementary offerings then you can take advantage of this opportunity.
Unlike your traditional listings, the way your products display in your Brand Store is completely customizable. You can have them laid out in a lifestyle image with links directly to their detail pages. Or you can lay them out side by side in shoppable product grids. There are numerous ways you can bundle products together or encourage consumers to browse your offerings in complete packages.
You don’t want to get trigger happy and bundle your entire business together in one tile of your Brand Store. The key, as always, is being strategic. Start with your top sellers. Understand which of your other products best complements your best sellers as either a set or accessory item. Find ways of displaying the other complementary products in a manner that makes sense. If you’re selling kitchen silverware, then instead of displaying them side by side in their own image sections, try displaying them all laid out on a kitchen table in a shoppable image that offers links to the individual items once the user hovers over them.
Upselling Opportunities
This bounces directly off the above strategy and follows similar principles. The way in which you can curate the navigation of your Brand Store allows you to make all sorts of subtle but clear pitches to consumers. Cross-selling is the first step, allowing you to increase average sales order and push more of your product line out there. The next is understanding how to take your top sellers and drive interest over to your bigger price tags.
Making the pitch for more premium products can be made easier when you strategically place them around your top selling items. The simplest example of this is showing how a larger quantity item may cost more upfront but be more cost effective in the long term. Or perhaps you can display the additional features of a higher priced item that the more economic version may be lacking.
Data Advantages
At the end of the day, Brand Stores come down to statistics, which Amazon has coined insights. Just as you’re able to track and learn valuable knowledge about customers who visit your store or website, Brand Stores offer up the same advantages.
With Brand Stores and your entire catalog on display, you’ll be able to learn how consumers browse your listings; what items get paired with others for checkouts; which products are drawing eyes; and which get left behind. You’ll have a much deeper understanding of what online shoppers value about your brand with everything on display.
The best part about Brand Stores is they’re always readily customizable. If you’re noticing two products from separate sections being paired in orders, then be sure to pair them closer together or on the same subpage. If you’re noticing one item of a designed section putting up sales while the adjacent items collect dust, then maybe it’s time to restructure your interface.
The insights gathered from your digital Amazon store will be vital across the board. You’ll gather further awareness of how consumers view your products, your brand, and your online practices. This will allow you to enhance your growth strategies throughout all your ecommerce efforts, not simply just Amazon. You may even discover it beneficial to try out new products or categories on your Brand Store before investing in them across your business.
About the Author
Nectar is a full-service Amazon agency. We maximize your Amazon profits by optimizing the management of your operations, content, design, and advertising. We focus on everything Amazon, so you can focus on everything else.
