Amazon Brand Stores have become a vital function for any brand focused Amazon business. Brand Stores have always been a major feature in any growth strategy. As an Amazon business looking for long-term growth and to scale, a Brand Store is a worthwhile investment to make.
If you’re new to the term Brand Store, be sure to check out our other article breaking down what exactly a Brand Store is and how to get started. Once you’re done with that head back over to this post to discover 6 key Brand Store strategic uses that we ourselves put into practice.
If your Amazon end-goals are aimed at any form of long-term success, it’s important to solidify a brand presence. While Amazon is often looked at as an online superstore of nameless vendors, it is still vital to be prepared to leave a brand impression.
The biggest draw of a Brand Store is the fact that it provides a digital hub for your business on the nation’s leading e-commerce site. With this immersive multi-page shopping destination, you can illustrate unique aspects of your brand, products, and business values. While only a digital storefront, it is still a space your business can operate within that is entirely your own. This means it’s a great way to represent your business to customers new and old.
Regardless of how often consumers are browsing unbranded searches on Amazon, at the end of the day they still want to work with businesses that they trust. Your Brand Store is an easy way to facilitate professionalism and illustrate your top quality offerings. Beyond that, if a consumer has made a satisfactory purchase from your catalog, they’re likely to return to your business moving forward. Without a Brand Store, you leave a bigger opportunity for competitors to sway away your return customers. Brand stores are an easy way for you to capitalize on branded searches and minimize opportunities for the competition to swoop in.
If you have a large catalog with complementary products, your Brand Store provides an opportunity to convince shoppers to trust their purchases to you beyond just the one item they originally found interest in. You can begin to build consumer loyalty and find an increase in average sales orders becoming the norm.
Find ways to incorporate your brand story into your store. Pay attention to the details of your design elements and evaluate how they best represent your business. You’re not only building trust, but you’re looking to form a connection. Understand your brand, your consumer base, and use these insights to build out a shopping experience that can really resonate with your demographic.
Online shoppers enjoy the convenience of Amazon, but being able to shop from a brand they love with that convenience? That’s one of the finer pleasures of the modern world. People appreciate even little things such as seeing the care you put into your shipping. Your Brand Store is not just a shopping aisle in a supermarket. Give it personality, give it life, and give every consumer an opportunity to discover how truly special your brand is.
A big trade off about the world of ecommerce is you lose the opportunity to make in-person connections. There’s no greeting and getting to know the customer as they browse your wares. You can’t give them a personalized pitch about why a certain offering may be best for their needs and you definitely can’t take a moment to explain why they may want to pair their purchase with another great product.
Brand stores make up for this lack of personalized suggestion. Through your Brand Store, you can have sales pitches pre-designed into your catalog. No, there’s no little AI salesmen that’ll pop up and start talking with your online consumers, but you can still make your pitch without needing to discuss a thing.
It all comes down to data built strategies and how well you know your in-market shoppers. The layout of your Brand Store is entirely in your control meaning you not only design your catalog but the way in which shoppers will experience it. Shoppers will probably only be browsing for a specific product but if you know how well your top products pair with complementary offerings then you can take advantage of this opportunity.
Unlike your traditional listings, the way your products display in your Brand Store is completely customizable. You can have them laid out in a lifestyle image with links directly to their detail pages. Or you can lay them out side by side in shoppable product grids. There are numerous ways you can bundle products together or encourage consumers to browse your offerings in complete packages.
You don’t want to get trigger happy and bundle your entire business together in one tile of your Brand Store. The key, as always, is being strategic. Start with your top sellers. Understand which of your other products best complements your best sellers as either a set or accessory item. Find ways of displaying the other complementary products in a manner that makes sense. If you’re selling kitchen silverware, then instead of displaying them side by side in their own image sections, try displaying them all laid out on a kitchen table in a shoppable image that offers links to the individual items once the user hovers over them.
The biggest advantage of a Brand Store is the unique ways you can make your catalog resonate with your consumers. Don’t make them feel like they’re just scrolling through the search results again, make your Brand Store a comfortable and inviting destination. Even when it comes down to your bundles, try to present them in ways that’ll illustrate their benefits in the everyday lives of your shoppers.
This bounces directly off the above strategy and follows similar principles. The way in which you can curate the navigation of your Brand Store allows you to make all sorts of subtle but clear pitches to consumers. Cross-selling is the first step, allowing you to increase average sales order and push more of your product line out there. The next is understanding how to take your top sellers and drive interest over to your bigger price tags.
Everyone wants to push the big number products but often struggle with pushing the larger price tags. Expensive costs are a big deterrent for online shoppers and, on their own, these products can be a hard pitch to make. This challenge becomes less daunting when you can present a larger collection of offerings to help each one stand out and illustrate its benefits simultaneously.
Making the pitch for more premium products can be made easier when you strategically place them around your top selling items. The simplest example of this is showing how a larger quantity item may cost more upfront but be more cost effective in the long term. Or perhaps you can display the additional features of a higher priced item that the more economic version may be lacking.
Visually this becomes much easier to display and allows consumers to quickly evaluate the price against the benefits. In their own listings, this info may be harder to dig around for and generally most consumers won’t put in the time or effort to discern that info. This is especially of value for items that are at the top of your repeat purchases. It’ll eventually just make sense to consumers to buy the higher quality version of that item if they’re aware of why it’s a superior alternative.
These are advantages you can only seek out with Brand Store design as it can be hard to even highlight the more superior products in individual listing pages. That’s not to say it’s easy to utilize this strategy. When we began with Brand Stores, it was often a moving target trying to structure the design in ways to encourage higher purchase decisions. Even the decision to focus on upselling vs cross-selling never comes easy especially with the variety of industries our partners come from.
As with all things, though, we learned it simply comes down to the data.
At the end of the day, Brand Stores come down to statistics, which Amazon has coined insights. Just as you’re able to track and learn valuable knowledge about customers who visit your store or website, Brand Stores offer up the same advantages.
With Brand Stores and your entire catalog on display, you’ll be able to learn how consumers browse your listings; what items get paired with others for checkouts; which products are drawing eyes; and which get left behind. You’ll have a much deeper understanding of what online shoppers value about your brand with everything on display.
The best part about Brand Stores is they’re always readily customizable. If you’re noticing two products from separate sections being paired in orders then be sure to pair them closer together or on the same subpage. If you’re noticing one particular item of a designed section putting up sales while the adjacent items collect dust then maybe it’s time to restructure your interface.
The insights gathered from your digital Amazon store will be vital across the board. You’ll gather further awareness of how consumers view your products, your brand, and your online practices. This will allow you to enhance your growth strategies throughout all your ecommerce efforts, not simply just Amazon. You may even discover it beneficial to try out new products or categories on your Brand Store before investing in them all across your business.”
If you want to jump start your Brand Store initiatives with strategic expert designs then our roster of UX and graphic designers are ready to go. Consider scheduling a consultation with one of our Brand Strategists and see how you can maximize the profitability of your Brand Store.
Just take a minute to fill out our request form. We look forward to connecting! And for more on growth strategy insights, be sure to check out our former post on Amazon Growth and Brand Recognition: Three Features You Can't Afford to Ignore.