A comprehensive guide to successful Brand Stores

Question 1

What are Brand Stores?

Answer

Think of a Brand Store as a digital storefront. It showcases your brand and products in a multipage, immersive shopping experience that helps increase the likelihood of customers getting to know (and love) your brand. And this can translate into them potentially buying your products. Brand Stores allow you to showcase your entire collection of goods; highlight specific collections, season specials, and discounts, and provide content that shares your brand's story. Best of all, you can build your Brand Store for free.

Question 2

How can shoppers find Brand Stores?

Answer

Brand Stores appear on Amazon’s website and mobile app where shoppers can discover them through their Amazon search results, product detail pages, and the Amazon Ads they receive. Shoppers can visit a Brand Store directly by clicking the brand’s byline (or brand name, which appears on product detail pages near the product title in blue text. Shoppers can choose to stay connected with your brand by following your Brand Store. Every Brand Store has a unique URL to drive shoppers to your Brand Store through ads on Amazon.com and other marketing activities outside of Amazon, like social media campaigns. Brand Stores are available for free to sellers enrolled in Amazon Brand Registry, vendors, and agencies. You do not need to advertise on Amazon to create a Brand Store.

Question 3

What are the benefits of Brand Store?

Answer

The shopping experiences you create with your Brand Store can help support your marketing strategy at every stage of the buying process:

Question 4

How to create your Brand Store

Getting Started

Sign into your advertising account.
Go to “Brand Content”, then select “Stores.”
Click “Create Brand Store.”

Add your branding

Enter your brand name as you want to display.
Upload a high-quality brand logo—at least 400 x 400 pixels. Don’t forget to tick the “Yes, show” option on the “Display logo in header region” to ensure its visible.
Add the page meta description for your Brand Store (a brief description that helps improve your Brand Store’s visibility in search engine results).

Choose a template

Educate shoppers about your full selection: Use the marquee template, which lets you capture multiple subcategories in an organized, easy-to-navigate way.
Create awareness about a product or range: The product highlight template lets you promote specific products in your catalog (like bestsellers or new launches), making them more visible to shoppers.
Boost discovery and sales of individual products: Choose the product collection template if you want to highlight a collection of related products, highlight a particular shopping theme, or want to give shoppers a total view of your catalog.
Build your Brand Store from scratch using a blank template.

Personalize the layout

Showcase your product offerings by adding up to three subpages. Click “Add page,” and choose from the template options.

Organize your products in a simple, customer-focused way, such as by category, product type, use, need, or theme.
Use text tiles to share information about your brand, including its history and mission.
If your brand has a flagship or hero product, create a subpage that describes its benefits and shows customers how to use it.
Build a page for seasonal or holiday-themed items, so you can have a dedicated place for shoppers to browse during specific times and events.

Spruce up your Brand Store

Include videos, images, text, and other features using the tile manager, at the right-hand side. You will be able to add any tile clicking on “add new section” and reorganize its order.

Answer

When you’re ready to build your Brand Store, follow these steps:

Question 5

How often should I update my Brand Store?

Answer

It’s a good idea to let the metrics define your cadence. For example, if you see in your insights dashboard that a product-centered page is getting a lot of views but few conversions, you might try featuring new products, using a different tile to display them, or adding dynamic content (like video). Beyond that, you should refresh your Brand Store any time your brand launches new products or runs a campaign or promotion that you want to reflect there as well. Use the same creative and branding from your other assets (your brand website, social accounts) to create a unified experience across all your channels. You should also plan to update your Brand Store for major holidays and shopping events, putting your most relevant, giftable products front and center. On average, Brand Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor. ³

Question 6

Drive discovery of your Brand Store

Sponsored Brands: Sponsored Brands is one of Amazon’s self-service advertising solutions. When building your Sponsored Brands campaign, you can choose where to drive customers, either to a new landing page featuring a collection of your items or to your Brand Store. Advertisers who linked their Sponsored Brands campaign to a Store saw on average that shoppers spend 2x longer on their Store. Meanwhile, their product detail page views and sales increased by 55% and 15% respectively. ⁴
Byline: On product detail pages, your byline appears near the product title in blue text and can help provide organic traffic to your Brand Store. Shoppers who are interested in seeing more from your brand can click your byline and be directed to your Store.
Posts: Posts can also help increase visitors to your Brand Store since shoppers inspired by your content can click through any of your posts to navigate directly to your Brand Store. This provides a cohesive shopping experience for customers that are already in a discovery mindset as they move from viewing your content to exploring more about your brand and considering your products.
External traffic: Help reach audiences on third-party destinations and encourage them to visit your Brand Store by sharing a trackable link in your social media posts, email marketing campaigns and your brand’s website. Using your Brand Store insights dashboard, you can create a source tag for your desired link and then track and measure the engagement of these sources on the “sources” page of your Brand Store Insights.
Search engine optimization (SEO): There are a few ways for you to leverage SEO to drive traffic to your Brand Store:

Brand Stores pages’ URLs are included in Google’s Sitemap, a listing of URLs provided to a search engine, advising which URLs and pages to crawl and index.
Brand Stores associated with the byline carrying the same brand name have a canonical URL that contains the Store and page name, which provides search bots with a clear relationship and hierarchy between same Brand Store pages and relevant keywords.
Brand Store pages deep-link shoppers to the Amazon Shopping app on iOS devices. This means that shoppers will go directly to a Brand Store page on their Amazon Shopping app, if installed, when they click a Brand Store link posted on a third-party page.

Answer

You built a Brand Store, and now it’s time to help more shoppers find it. We’ll look at five ways to help generate traffic and engagement.

Question 7

Reporting and measurements

Answer

You’ll likely want answers to the following questions: Which pages have the most visits? What sales did you make within a specific date range? How many pages visitors are viewing when they land in your Brand Store? How shoppers are engaging with your Brand Store? The Brand Stores insights dashboard provides access to a range of metrics that indicate how your Brand Store is performing. This is valuable information you can use to optimize your Brand Store, and plan promotions. As you’re getting started with your Brand Store, here are some key metrics to monitor:

Question 8

Final touches for your Brand Store

Is your brand name and key messaging prominently placed and easy to read?
Does the homepage match your brand’s tone?
Do you have at least three subpages?
Are you using videos to tell your brand’s story and highlight your products in action?
Is your copy easy to understand?
Are you using lifestyle photos that will resonate with your desired demographics?
Are you using widgets that help showcase your products in use like shoppable images?
Are you using widgets that tailor shopper’s experience like the “best selling” or “recommended products tile”?
Are you updating your Brand Store regularly (every 90 days or fewer)?
Are you monitoring your data analytics to understand what’s working?

Brand Stores allow you to showcase your brand, and interact with customers who can be converted into loyal shoppers. By staying top of mind with your Brand Store and using Amazon Ads’ related solutions, your brand can be in a position to grow. To get started with your Brand Store, click here and if you already have one go to your Brand Store insights page to start applying what you learned.

Answer

A few things to keep in mind: Ensure your campaigns link to the most relevant pages within your Brand Store, and provide a fluid journey for customers. Consider sharing your Brand Store’s unique URL on your social media, blog, or website. Finally, make sure the answer to these questions is “yes” to ensure your brand takes full advantage of your Brand Store.

Metric	Description
Visitors	Total visitors to your Brand Store within the selected date range
Visits	Total visitors who arrived from a traffic source or visited your Brand Store within a single day
Views per visitor	Average number of page views per visitor
New to Store visitors	Logged in first-time visitors in the last 12 months.
Sales	Estimated total sales generated by store visitors within 14 days of their last visit
Orders	Estimated total orders placed by store visitors within 14 days of their last visit
Units sold	Estimated units purchased by store visitors within 14 days of their last visit.
Avg. dwell time	Average time shoppers spend on your Store, not including bounced visits.
Avg. bounce rate	Percentage of visitors who visited the Store and left without interacting.
Followers	Total count of customers following your brand via the “Follow” button on your Store or Posts. Available in the U.S. only.
Brand Store quality rating	Brand Stores are rated low, medium, or high based on the number of recommendations taken. You can find it within the Brand Store quality section (from the left hand side menu).