How to optimize your Brand Store
Brand Stores are free to create and maintain. You can create one even if you don’t advertise on Amazon. Creating a Brand Store lets you showcase your products, brand story, and lifestyle content to engage customers.
Optimizing and updating your Brand Store can have a positive impact on your performance. Shoppers who visit a Brand Store purchase 53.9% more frequently. They also have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who don’t visit a Brand Store.1
Read our guide for tips on improving your Brand Store after launch.
Sections: 1. Post-launch checklist 2. Help increase traffic to your Brand Store 3. Optimizing your Brand Store 4. Stay up-to-date on Brand Store
Post-launch checklist
1. Are your ASINs linked to your Brand Store at the brand byline?
The brand byline (organic traffic) is customer traffic coming from the hyperlinked brand name on product detail pages. Depending on how you originally set up ASINs, and how your Amazon Brand Registry profile was set up, some (or all) ASINs may not link to the Brand Store properly once live.
If this is the case, please contact either Vendor or Seller Central support and provide 1) Brand Store link, 2) ASIN example(s), and 3) a brief explanation of the challenge at hand.
2. Update the long URL to a shortened URL
When you launch your Brand Store, a long URL is automatically generated. Submit a request to the Vendor or Seller Central support team in your account providing the current Brand Store link and the short link you’d like to have.
3. Review your Brand Store “Insights”
Curious about your Brand Store’s performance? The Brand Stores Insights Dashboard provides valuable metrics, such as which pages get the most visits, your sales within specific date ranges, and how many pages visitors view. For more details on the dashboard, review the complete list of Brand Store metrics available to you and watch the video below.
Brand Store quality page: Overview and how to use it
Help increase traffic to your Brand Store
Sponsored Brand and Sponsored Brand Videos
Advertisers who start linking their Sponsored Brands and Sponsored Brands video campaigns saw an improvement in the performance of their Brand Store. Sponsored Brands Video campaigns with Brand Stores as landing pages had a 23% higher average conversion rate relative to campaigns with Detail Page landing pages. 2 For best performance, ensure your campaigns link to the most relevant pages and provide a fluid journey for customers.
- Tool tip: If you have launched Sponsored Brands before creating your Brand Store, you can use the “copy” function within your campaign manager in the advertising account to quickly re-create duplicates of these old campaigns to link them to your Brand Store.
Other channels
Consider sharing your Brand Store’s unique URL on your social media, blog, or website.
- Tool tip: Create unique source tags (URLs). You can use source tags to understand traffic and sales generated from marketing activities wherever they spend time. There is no limit to how many tags you can create, and tags do not expire.
Your brand’s byline
Your byline appears on product detail pages near the title, often in blue text, and can connect traffic to your Brand Store when customers click the link. If your Brand Store is not linked, please contact either Vendor or Seller Central support and provide 1) Brand Store link, 2) ASIN example(s), and 3) a brief explanation of the challenge at hand.
Optimizing your Brand Store
Brand Stores are never finalized, and it’s important to keep your Brand Store up to date for both new and returning customers. Shopping trends change, seasonality occurs, and new products launch. We’ve seen that on average, Brand Stores updated within the past 90 days have 11% more repeat visitors and 13% higher attributed sales per visitor. 3
Reasons we think you should update your Brand Store
- New releases: Your Brand Store is a great space to add new ASINs routinely, especially on a page dedicated to new releases. Creating visibility for new products in the Brand Store helps support product growth for these new releases.
- Seasonality: Seasons change, and so do the use cases for your products. If your brand sells products that are very seasonally driven (example: heaters and fans), consider updating your category page order, the order of home page tiles, and product offerings to better reflect the seasonal demand.
- Tentpole events: With Brand Stores “Versioning and scheduling,” brands are able to create different versions of a Brand Store for upcoming, unique seasonal events. Running deals during Prime Day? Have promotions set up around Black Friday/Cyber Monday? Want to promote a Christmas-themed Brand Store? Don’t wait—create Brand Store versions today.
- Content refresh: As you create new content or rebrand, ensure that you incorporate new content onto your Brand Store.
Knowing when your Brand Store needs attention
- Low traffic to your Brand Store: It means your Brand Store visibility is low. To increase traffic, your can try these tips: add deep links from your home page to other subpages, or promote your Brand Store through social media or ad campaigns like Sponsored Brands. Also, ensure your brand byline for your ASINs links correctly to your Brand Store.
- Good traffic on category pages that have low sales: It means that some pages are getting good visibility but don’t convert well. It may be that the page presents only one product, or provides more content about your brand than it displays products for sale. To improve, add best-selling products at the top of your page. Use product collections and shoppable images to enable shoppers to compare and convert with ease. For products that are costly or require high customer trust, consider engaging your audience using Sponsored Brands video ads. For products with quick turnover, increase visibility leveraging on product grids or individual product tiles. Adding text tiles throughout your store can provide additional context about your products to help convince potential customers to make a purchase.
- High traffic but low sales on category pages indicates good visibility but poor conversion: This may occur when pages focus too heavily on single products or brand content rather than shopping opportunities. If this aligns with your page's purpose (such as an "About Us" page), then low conversion is expected. However, for pages where sales are the main goal, showcase your best-selling products at the top to improve conversion rates. Use product collections and shoppable image to make product comparison and purchasing easier. For high-value or trust-dependent products, engage visitors with Sponsored Brands video ads. For quick-turnover items, leverage product grids or individual product tiles. Use text tiles strategically throughout your store to provide context that helps drive purchase decisions.
- Strong conversion rates mean your pages are successfully turning visitors into buyers: Review your orders per visitor and units per visitor metrics to identify your top-performing pages. Maximize these results by driving additional traffic through Sponsored Brands campaigns and your owned marketing channels using your store URL.
Brand Store optimization: Overview and strategic actions for common situations
Brand Stores are a great way to showcase your products, and also to give buyers an opportunity to fall in love with your brand.
– Ritu Java, Advertiser, PPC Ninja
Stay up-to-date on Brand Stores
To learn more about these topics and to dive deeper into learning how to make the most out of your Brand Store, checkout some of our favorite resources:
- Brand Stores overview: This course will introduce you to Brand Stores and the possible benefits for your advertising strategies.
- Leverage Brand Stores for greater brand awareness: These courses provide end-to-end instruction for setting up your Brand Store and best practices for design and navigation.
- Explore what kind of success brands have been seeing through Brand Stores and sponsored ads.
1-3 Amazon internal, 2024