This post covers the subject of the Amazon Storefront, also called Amazon Stores, and how they improve the Amazon shopping experience. A professional-looking Storefront is a great way to drive sales, increase exposure, and control your brand. It should create a unique experience for the customer that differentiates your brand from your competitors. This post covers what is an Amazon Storefront, steps to create an Amazon Storefront, insights available from Storefront, and a collection of examples of Amazon Storefronts.
What is an Amazon Storefront
An Amazon Storefront is a free self-service branded destination where brand registered sellers can curate content that inspires, educates, and helps shoppers find your brand’s product selection. It’s a great way to introduce your brand story and unique value to shoppers through custom text, images, and videos that will inspire them to browse and hopefully purchase your products. Creating an Amazon Storefront helps drive deeper engagement with your customers and helps your brand communicate its key message.
With an Amazon Storefront, shoppers discover your product portfolio, related products, and recommendations on Amazon. By making it easier for shoppers to discover more of your product offerings, you can create the opportunity for repeat purchases and customer loyalty. Your Storefront is a unique webpage that you can drive traffic to using sponsored advertising and other marketing activities, like social media and email, with a specialized branded URL.
Here are some reasons why you should create an Amazon Storefront:
Free to create
Brand control
Highlight products
Location to drive sponsored advertising to
Place to drive external traffic to on Amazon
Easy to build
How to Build an Amazon Storefront
Brand Registered Professional Selling accounts can build an Amazon Storefront in 3 steps:
Create Amazon Storefront
Design Amazon Storefront
Submit Amazon Storefront for Approval
Create Amazon Storefront
In order to create your Storefront, you’ll need to login to Seller Central and select Stores > Manage Stores from the top menu.
On the following page, you’ll see a list of all your registered brands. Find the brand you wish to create a Storefront for and click the “Create Store” button. If your brand’s name isn’t listed, you’ll want to make sure you’ve completed the Amazon Brand Registry enrollment process.
Next, you’ll be brought to the Store builder where you’ll start by filling in your brand display name, brand logo, and page meta description. Your brand logo is used to promote your Storefront throughout Amazon and the page meta description is used for SEO.
You’ll also be able to choose a product grid style that determines how you’d like your products to show in your Storefront when they appear in a product grid. There are also Storefront templates with default tiles for you to choose from. You can customize any template by moving, adding, and deleting sections of content.
Design Amazon Storefront
Whether you’ve selected a default or blank template, designing your Storefront is incredibly simple. Every page is divided into content tiles that include images, text, videos, or products.
These tiles are easily arranged by dragging and dropping. This allows you to quickly customize your Storefront and make it as engaging and accessible as possible. Each content tile has it’s own unique requirements.
Submit Amazon Storefront for Approval
When you’re finished designing your Storefront, you can preview how it’ll look on both desktop and mobile devices. Before you submit, you’ll want to make sure your Storefront is in compliance with Amazon’s Storefront Content Acceptance Policy. Once ready, click the “Submit for Publishing” button in the top menu. You’ll need to click one more “Submit” button for your Storefront to be submitted for review. The review process can up to 24 hours and common reasons for rejection include empty tiles, typos, and grammatical errors.
Amazon Storefront Insights
Amazon Storefront insights provide a powerful understanding of your Storefront’s performance, including traffic and sales data. This information is displayed by page and traffic source. Diving deeper into your Storefront’s performance can help you optimize your marketing strategy and identify new opportunities to drive Store traffic. These insights help brand owners provide customers with richer content experiences.
Storefront insights provide the following metrics: Visitors, Visits, Views, Views/Visitor, Views/Visit, Sales, Units Sold, Orders, Units/Order, Sales/Order, Sales/Visitor, & Sales/Visit.
Storefront insights also provide a breakdown of metrics categorized by traffic sources as follows: Amazon Sponsored Brands, Amazon organic traffic, Your tags, and other sources.
You can access your Storefront insights from the Storefront builder or your Storefronts main page.
Amazon Storefront Versions
Storefront Versions is a scheduling feature that allows you to customize your Storefront and prepare in advance for temporary content updates. With this tool, you can create multiple versions of your existing Storefront and schedule them to run during a specific time frame. This is very useful for editing your Storefront in advance of seasonal promotions, new product launches, or brand updates. When submitting your updated Storefront for publishing, you select the start and end date for which the changes will be live to customers. The time-saving feature automatically reverts your Storefront to its original version once the end date has passed.
Examples of Amazon Storefronts
Here is a collection of Amazon Storefronts that have done a great job utilizing the different modules available to brands. Use these examples to inspire you to create the best storefront you can that shares your story and highlights your catalog.
Lenovo - Video and Brand Value Proposition
The Lenovo Amazon Storefront does a great job differentiating itself by being confinement in it’s brand through displaying a video sharing the value proposition. Potential customers visiting this page can be confident they are purchasing from a brand that is a technology leader.
Lenovo Amazon Storefront
Green Gobbler - Differentiating Use Cases
The Green Gobbler brand does an amazing job of educating potential Amazon customers of the wide variety of use cases. The images are clearly depicting the different purpose of each product line.
Green Gobbler Amazon Storefront
Barilla Pasta - Highlighting Specific Products
Barilla Pasta balances infographic images and video tied directly with the product listing. This connects both the branding and lifestyle Barilla is trying to portray, as well as making it easy for potential Amazon customers to purchase immediately. This storefront breaks out the different pages based on brand, pasta type, and sauces making it easy for customers to navigate the brand’s offerings.
Barilla Pasta Amazon Stores
Amazon Storefront Conclusion
Amazon Storefronts is a section on Amazon that allows brands like yours to customize the look and feel of the page utilizing Amazon’s easy to use module system and page creation. Share your brand message, inform customers on your product offerings, and connect with customers to promote specific products. Goat Consulting can help you in every aspect of Amazon Storefronts including helping develop a template, submitting a draft of the Storefront, creating unique pages, analyzing insights from reporting, and troubleshooting any issues you may have. Reach out to us through our contact form to start the conversation about Amazon Storefronts or any Amazon related topic.