What is an Amazon Storefront?
Amazon Storefronts provide Amazon sellers with a specialized page for selling their products on the marketplace. They are used to facilitate education among customers about the brand, product offerings, and to ultimately drive sales by building a basket. Shoppers can explore and purchase a brand’s products, while sellers can create a pleasurable browsing experience.
Amazon Storefronts can be accessed both organically and through paid advertising. When accessed organically, customers can click on a brand’s Storefront directly via the Product Detail Page (PDP). Storefronts can also be found on mobile when shoppers scroll past ‘recommended brands for you;’ these recommended posts are relevant to the PDP the shopper is on at any given time.
Alternatively, Storefronts can be accessed in a paid fashion by clicking on a ‘Sponsored Brands Ad,’ which brands pay for based on the number of clicks the ad receives. The ad then directs customers to the respective Storefront. Additionally, brands can implement paid source tags to drive traffic from other sites outside of Amazon (read on to learn more about source tags). The avenue(s) a brand chooses is entirely up to them and the goals they’re looking to achieve.
Last, it’s important to note that only a seller who is ‘brand registered’ through Amazon can create a Storefront and begin driving traffic to it.
How Can My Brand Set Up a Winning Amazon Storefront?
At ClearCut Analytics, our team works with brands every day to increase sales velocity online, and Amazon Storefronts are a powerful way to not only ramp up sales but also improve brand awareness and cultivate a positive customer experience.
Below are our 4 tested and proven tips to create a winning Storefront.
1. Ensure Your Storefront is Properly Optimized
Optimization is key to closing a sale on Amazon. The best way to optimize your page is to ensure that all products are ‘featured.’ Not only do they need to be featured, but it helps customers navigate the page if they are bucketed into categories by using sub-pages. Within the sub-pages, the products should be ‘shoppable images’ so the customer never has to leave the Storefront and can continue building a cart.
2. Use Sponsored Brands to Drive More Traffic
Sponsored Brands are paid advertisements that when clicked, drive customers to a Storefront. Your brand can measure new customers, sales, and orders through the paid ads console. Your brand also has the ability to see what your peer set is achieving via ad reporting. This means that in the ad console, you can see how your Sponsored Brands KPIs are performing against competitors. These metrics will help your brand understand if you need to be pushing Sponsored Brands more, or invest in other ways to increase visibility.
3. Use Source Tags to Promote Your Storefront Outside of Amazon
Source tags give your brand the ability to create a unique link to the Storefront subpages. The unique link can be used to promote on social media or other online channels. Source tag reporting gives your brand the ability to track the following metrics that the Storefront is collecting:
- Orders Placed
- Overall Sales
- Sales/Visit (average sales per visitor)
- Units/Order (the number of units placed per order)
4. Create Amazon Posts to Drive Customers to Your Storefront
Creating Amazon Posts gives the customer a chance to ‘follow’ your Storefront and creates a natural flow for driving sales. Amazon Posts are completely free and are a great way to get placements on competitors’ listings without having to pay per click.
A Success Story
ClearCut was able to successfully assist a client who was disenchanted with their dated Storefront, to create something that was more appealing and trackable. After implementing the above steps, the client’s sales increased nearly five-fold within a week of the new Storefront’s debut and the brand continues to thrive!
Creating an effective Amazon Storefront is an essential strategy for driving sales and amplifying your brand’s customer base. These four simple steps will help set your brand up for success and enable you to stand out among the competition. Want to discuss how to optimize your Amazon Storefront with us? Contact our team today.