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Inside the Latest Features of Amazon Stores
Stay on top of the latest e-commerce and marketplace trends.
Amazon Stores were first introduced in 2017, granting sellers and brands the opportunity to create a unique brand destination on amazon.com that provides consumers with a curated shopping experience. For brand owners, making an Amazon Store is free and fully self-service.
Brands owners can choose from several design templates with different store layouts and customizable features that will most accurately illustrate their brand story and value proposition. Brands can then decide which products to feature and can leverage optional multimedia content to inform shoppers’ purchase decisions. Lastly, they can utilize built-in social features such as social sharing buttons or integrate Sponsored Brands to promote brand awareness and drive high-quality traffic to their product listings.
Amazon has rolled out three notable updates to Amazon Stores since their release to help improve the user experience for brands which we have summarized below.
1. More Stores Performance Insights
In 2018, Amazon released the Stores Insights dashboard to help Store owners monitor their Store’s effectiveness and performance metrics. Within the dashboard, these stakeholders can gain visibility into the daily visits, page views, page views per visitor, sales, and sales units attached to their Store.
Store owners can also see which traffic sources drive the most Store page views and sales, such as organic Amazon traffic, Sponsored Brands, or off-Amazon traffic such as from social media platforms. They can create a source tag for their unique Store URL to then use to measure traffic from specific external sources.
In an effort to optimize the user experience for brands interested in tracking the performance of their Store, they have expanded the metrics set to include data points such as sales per visit, orders, orders per visit, units per order, and sales per order, all within the dashboard.
2. Custom Source Tag Optimizations
The Insights dashboard has allowed brands to capitalize on custom source tags to figure out how shoppers get to their Store, allowing them to keep a pulse on their various traffic sources. Originally, brands were limited to 30 source tags and can now see the top 100 source tags, and are able to export all of them.
Amazon has also given brands the ability to create copy-and-paste source tag links for pages in their Store outside of the homepage. Brands can select the page they want to use as the destination and can then generate a tag name and unique link.
3. Integrating Background Videos
Brands can now add a two to 20-second video that will automatically play and repeat on loop when your Amazon Store page loads for the customer to see. Brands can pick videos in full-width, large, or medium tiles, allowing for an additional way to demonstrate their brand’s features and benefits.
Brand Stores can be immensely beneficial for driving brand awareness, cross-selling, launching a new product, and demand generation at scale. To maximize Store exposure, you can link your store in the brand byline of your product listings, include your unique store URL in off-Amazon marketing activations, and share your Store on social media networks. Brands can use the dedicated space to maintain, develop, and illustrate their brand identity by showcasing products and creative that support their overall brand values and image.