Four ways to reduce friction to purchase on your Store

Your Store is the place for Amazon shoppers to explore, interact, and purchase from your brand, so the process for a customer to find and buy products on your Store should be as easy as possible. A conversion occurs when a visitor to your Store purchases something. This visitor can be someone who is already interested in your products and is intent on purchasing, or someone who isn’t aware of your brand and product offering and becomes an interested shopper while exploring your Store. According to research by Statistica, in March 2020 in the US, 88% of online shopping orders were abandoned1—in other words, not converted into a purchase. Guiding your shoppers from the awareness stage to the final purchase stage should be simple, straightforward, and user-friendly.

So what causes purchase friction?

Purchase friction occurs when shoppers get stuck between the awareness stage and the purchase stage. One of the ways this can happen in a Store is if they are slowed or obstructed from moving between your Store pages and purchasing your products. Obstacles include cluttered or crowded layouts, too much copy, poor Store structure and navigation, etc. Optimizing your Store to reduce purchase friction can help build trust with shoppers and, in turn, positively impact your Store-attributed sales.

Here are four ways to reduce friction to purchase on your Store:

1. Improve your Store’s structure by simplifying your navigation:

Navigation is the method by which a shopper explores the Store and finds and purchases products. Simplified and organized navigation improves the overall experience for shoppers.

Let’s take a look at some of the best practices for simplified navigation on your Store:

The navigation bar/menu:

The structure of the navigation menu is critical in helping the shopper explore the Store. Keeping it simple and consistent is the key. For example, short page names (labels) such as “Doughnuts” are more space-saving and customer-friendly than long descriptive names such as “Delicious glazed doughnuts.”

Example of navigation menu in a Store.

Example of a navigation menu in a Store.

The navigation menu on a Store looks different on desktop and mobile. On desktop, shoppers see multiple tabs along the navigation bar. On mobile, shoppers see a single drop-down menu. This is an important factor to consider when it comes to highlighting your top categories on a Store. Putting those top pages in the menu is one good strategy, but you can also use category tiles on the home page—image or text tiles leading to these top pages. Adding these tiles at the top of your home page, along with a strong call to action (CTA), ensures shoppers can find your most important content even if they don’t expand the drop-down menu on mobile.

Home page:

Your Store is the home for your brand on Amazon, where you can showcase all of your products in one place. It's important to make your brand story and values stand out on the home page, as many shoppers who visit your Store may be interacting with your brand for the first time. An ideal home page has the following:

  • Header image: Contains the brand logo/name and brand tagline (if applicable) with design elements that complement your brand identity. You can also include hero product images or lifestyle images showcasing your products. The header image serves as the first visual impression of your Store, especially for shoppers who are not aware of your brand.
  • USP (Unique Selling Proposition): Refers to the distinctive benefits your brand offers. This helps shoppers understand your brand’s purpose and product offering. Your USP should be included on your home page to maximize impact. See top tips for creating Stores copy ›
  • Category tiles: Image or text tiles that lead to different product categories (pages) of your Store
  • Product tiles and product grid: Adding product widgets on your home page gives shoppers the opportunity to view and shop the best sellers of your brand directly from the home page.
  • Videos and shoppable images: These are dynamic and engaging components that enhance your Store’s design. They also help pique customer interest in your brand and product offering. Between July-December 2020, we found that Stores with at least one image and one video saw on average 26.8% higher shopper dwell time compared to Stores without at least one video or image.2
Example of a Store homepage

Example of a Store homepage


  • On average, Stores with 3+ pages have 83% higher shopper dwell time and 32% higher ad-attributed sales per visitor.3 You can organize your Store into pages per category of products sold by your brand. Cluttered stores with unorganized products may create a confusing experience for shoppers.
  • Store pages can be accessed from the navigation menu, but they can also be accessible from the home page as independent category tiles to promote better overall navigation.
Examples of category titles

Examples of category titles


  • If the page contains subpages, then it should be designed as an access point to the sub-pages with the help of independent sub-category tiles. Subpages can also be accessed from the navigation menu.
Example of sub-category tiles

Example of sub-category tiles

  • Sub-pages can be product-centric and display product tiles or product grids. If there are less than five products, consider using product-only tiles instead of product grids (illustrated above).
  • Subpages can also include images, text, or videos that provide information about the product category. In cases of sub-pages containing only one product, such content can be used to enlighten shoppers about the product features or benefits.

2. Add key products using product widgets

Between July-December 2020, we found that Stores that featured their best-selling ASINs saw on average 10.2% higher shopper dwell time compared to Stores without best-selling products.4 Hence, once you have decided which pages you want to add, start adding products to your Store using the following product sections:

  • Product grids are a versatile and compact way to list all products contained in a product category (on pages and sub-pages). You can also include a product grid on the home page. This gives you the flexibility to choose best-selling products to feature and enables shoppers to shop directly from the home page with the Add to Cart functionality. The recommended number of products for the product grid on the home page is eight. Adding more products will force the shopper to scroll down the page multiple times, especially on the mobile version of the Store. This may discourage them from exploring the entire home page.

    Use the option ”Hide out of stock products” (products that are unavailable are automatically hidden from the shoppers) to avoid creating an unfavorable shopping experience. Shoppers viewing product grids will see a ”quick look” option to view basic product attributes like images, price, star ratings, and Prime availability, with options to select product variations, Add to Cart, or see more information on the detail page.
Example of product grids

Example of product grids

  • The Featured Deals Widget can be added to your Store to make it easy for shoppers to find and shop your products with active deals. You can add a curated list of products, and the featured deal and product availability will update automatically. We recommend placing this widget on a separate page dedicated to deals

3. Earn trust through quality content

Engaging and quality content on your Store can pique customer interest and help portray your unique brand identity. An interested customer may be motivated to purchase products from your Store. Quality content can also help in building customer trust and loyalty. Here are a few tips to achieve this:

  • Focus on tastefully designed, high-quality brand creatives. Here’s a great example of a well-rounded Store experience:
  • Shoppers are going to explore your Store from different kinds of devices, like laptops, computers, tablets, and mobile phones. In 2021, 69% of all Store visits were made from a mobile device.5 Optimizing for mobile contributes to a better overall customer experience for mobile shoppers. Within the Store builder, you can now easily create mobile or desktop views of your Store, and a version of your Store will automatically get created for the other device. See 6 tips to optimize your store for mobile ›
  • Creating effective copy for your Store will also help you earn the trust of shoppers. The message you create to describe your brand and products is key to building an immersive shopping experience. See top tips for creating Stores copy ›
  • You can create a consistent branded experience with our new Creative Assets. With this, you can store, organize, and reuse brand content such as logos and images. Creative Assets enable brands to provide a consistent shopping experience by easily applying branded content across Amazon. Learn about uploading files to creative assets ›
  • You can also enrich the customer experience by getting started with Posts (beta). Your Store will automatically showcase your Posts, giving shoppers the opportunity to move between browsing inspirational content and shopping your full product selection. Help grow your followers by regularly posting engaging content. Learn about Posts ›

4. Enhance your Store design

You can enhance your Store design by using components like videos, background videos, and shoppable images. Using such dynamic components can increase customer interest in your brand and motivate them to purchase your products. Here are a few tips to remember:

  • You can use videos to tell your brand story to help shoppers learn about your unique brand history, or identify with your brand ideals and vision. Videos can also help explain the features of a product or introduce a new product, allowing shoppers to make a purchasing decision more easily. Ensure that videos included in the Store are of high quality—if the shopper chooses to play them on full-screen mode, they should not be blurry.
  • Background videos run in the background. They do not have a play button and they play automatically on a loop. Such videos can be strategically placed to attract the customer’s attention to the brand slogan or USP, or as an elegant way to show off a product or product feature.
   Example of a background video

Example of a background video

  • Shoppable images are another way to build a more engaging Store. With these, you can inspire shoppers with rich lifestyle images that feature products in different settings. When a shopper clicks on it, a light box with basic information like product name, price, customer ratings, and Prime availability pops up, along with the Add to Cart button for quicker purchases.
  • The most important quality of a successful Store design is focus. Avoid over-designing and pay attention to the visual weight of elements to ensure focus is drawn to the right areas at the right time. Is the right product or message being focused on at the right time? Is the design guiding shoppers through their journey?
  • Lastly, avoid copy errors like typos and grammatical errors, and design errors like using low-quality or blurred images and awkwardly cropped images. These issues can break customer trust in your brand.

Ready to create or optimize your Store to reduce purchase friction? Manage your Store or register now to get started.

1 Statistica, March 2020, US
2 Amazon internal data, July – December 2020
3 Amazon internal, May 2020. Analysis compared Stores with 3+ pages against those with fewer than 3 pages.
4 Amazon internal data, July – December 2020
5 Amazon internal data, WW, 2021.