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 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.
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
- 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
- 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
- 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.