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How To Build Your Amazon Holiday Brand Store Strategy
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Building your brand’s own storefront on Amazon helps shoppers discover your brand and shop your entire product portfolio from one dedicated page. While having your own brand store is a valuable tool for Amazon sellers and merchants year-round, it presents an even greater opportunity for growth during the Q4 holiday shopping season.
The 2020 holiday season was an overwhelming success for Amazon businesses, with Q4 sales reaching record numbers. Feedvisor’s analysts project that Q4 2021 sales will grow by 25%-33% compared to 2020, with the possibility of increasing by as much as 40% as more consumers choose to do their holiday shopping online as a safety measure amid the pandemic.
To ensure holiday success in 2021, Amazon retailers need to prepare their selling strategies now, so they don’t miss out on what could be the most profitable time of the year. Setting up your Amazon brand store should be on the top of your to-do list.
How to Create an Amazon Brand Store
Amazon offers brands free tools to build an online store, showcase your products, and connect your brand with customers. Below is a brief summary of the steps you’ll need to take to get your store up and running in time for the 2021 holiday shopping season.
1. Register Your Brand on Amazon
Amazon Brand Registry helps protect your intellectual property and guard your brand’s name on Amazon. Your company must be added to the Amazon Brand Registry before you can gain access to all of the free tools, reports, and benefits that come with selling your brand on Amazon, including being able to create and display A+ Content on your product detail pages and having your own brand store.
To enroll, you’ll need an active Amazon seller account, an active registered trademark in the country where you want to enroll, or a pending trademark application filed through Amazon IP Accelerator. Additionally, your brand name or logo must be prominently displayed on your products and packaging. You can enroll in Amazon Brand Registry here.
2. Build Your Amazon Brand Storefront
Amazon’s tool for brands to build their own store is, not surprisingly, called Stores. This is what you use to create a multi-page, immersive experience that introduces customers to your brand and entire product catalog through customized rich media, including text, images, and video.
Stores can be accessed at no cost to Amazon’s brand-registered sellers. You’ll even get your own Amazon.com web address (amazon.com/yourbrand) that you can link in your marketing campaigns, social media, customer emails, and more.
Think of your store as your very own piece of Amazon real estate, where you can showcase new products and best-sellers and even provide personalized recommendations for shoppers who visit.
Create your store using Amazon’s self-service Store builder, available through the advertising console. No coding or design expertise is required to build your store, and the page is automatically set up for desktop, mobile, and tablet browsers. Once you create and submit your store, Amazon will review it within 24 hours.
Once your storefront is live, refer to your Stores insights dashboard to track performance metrics, including visits, traffic sources, and sales, so you can continually optimize your store to reach your holiday sales goals and beyond.
How to Make Your Amazon Store Holiday-Themed
As you can edit your store’s layout, design, and graphics at any time, you can create a holiday-themed store now, so it displays through the Q4 selling season, then switch to an evergreen design when the holiday period concludes.
One idea for implementing a holiday theme is to create curated gift lists, where you can highlight “Gifts for Him,” “Gifts for Her,” and showcase other gift-giving suggestions based on your brand’s product offerings.
You can find more details on how to create and edit your brand’s customized store here.
Additional Strategies to Maximize Holiday Success on Amazon
Consumers are starting their holiday shopping earlier. According to a Feedvisor survey, 60% reported shopping for gifts before December, while 38% reported starting as early as October.
Phase 1: Lead In (October – November)
- Build campaigns 2-4 weeks before the “Turkey Five,” which is the 5 days from Thanksgiving through Cyber Monday
- Optimized strategies: test new channels and promotions
- Be retail-ready
- Discount select secondary items to kick-start engagement
Phase 2: Turkey 5 (Thanksgiving – Cyber Monday)
- Invest to be visible
- Go big and bold with your most attractive promotions and discounts
- Be agile: react to inventory levels, competition, consumers
Phase 3: Lead-Out (December)
- Focus messaging on last-minute holiday gift-giving
- Prioritize efficiency
- Liquidate excess inventory
For more details on the above holiday strategies, you can watch Feedvisor’s full presentation on How Brands Can Drive Holiday Growth.
To learn additional strategies on how to prepare your Amazon business for holiday success, check out Feedvisor’s content and presentations covering these topics:
- 2021 Holiday Readiness: Five Steps to Win on Amazon
- Selling Toys On Amazon During The Holidays: What To Know Now
- 2021 Holiday Season: How to Manage Your Amazon Inventory
- Important Dates For Amazon FBA Sellers: 2021 Holiday Calendar
- The 2021 Amazon Holiday Readiness Checklist
- How to Prepare Your Amazon Business for 2021 Holiday Selling