Still think Amazon only has single product logic? Come and learn to improve your performance through the Amazon store (Part 1)
Amazon has been promoting brand sellers in recent years, but from the perspective of the changes in the business itself, the brand concept can no longer be supported by a single product. It needs the assistance of systematic product series and visual output to show it. Therefore, Amazon launched the Amazon Storefront and Amazon brand store functions for brand sellers very early, allowing sellers to build their own stores to promote their brands. This is a great initiative to expand the business from the single product dimension to the brand dimension. Although this transformation still takes time, from a practical point of view, the comprehensive customer level and purchase conversion rate of Amazon stores are higher than that of single products, which is undoubtedly an excellent opportunity for sellers who want to make breakthroughs in business. By the way, creating a custom Amazon store is an excellent and rewarding way to build your brand and increase your earnings, which will maximize your sales and conversions.
1. What is an Amazon store?
The Amazon Seller Store is only available to Brand-Registered sellers and allows a brand-owned seller to display all of their products in one place. The presentation of these stores is customizable, allowing you to highlight your best-selling products and content. This content may include branded images, videos, and personalized branding and logos . A well-optimized store can also serve as a landing page for your ads, such as your sponsored ad campaigns. You can also include images and links to your brand's social media. The Amazon Store is your best opportunity to present your brand as a comprehensive website that represents your brand, products and services.
The benefits of using an Amazon store
1. Better than building your own external website
One of the main reasons why it is recommended to create your own Amazon store is simplicity and ease of use. There are many problems with building your own external website, and it also comes with huge costs and difficulties. When creating an external website for your brand, you have to pay for a domain name, a content management system, and usually a front-end web designer. You also have to maintain your website.
With Amazon Store, you don't have to do any of this work, and you don't have to maintain your website. You can create something that looks good, fits your brand and saves a lot of time. You'll also receive your own URL so you can direct customers to your page.
2. Reduce marketing costs and increase customer base
One of the best features is that you don't have to spend time marketing your own website from scratch. Everyone knows Amazon – that part is done. All you have to do is focus on optimizing your content, presenting your brand in a useful and functional way, and delivering great customer service.
As mentioned earlier, most of the work and cost associated with marketing your own private website has been absorbed by Amazon. After all, Amazon already pays for Google search for its own channel brand name.
Thanks to a well-organized catalog system, your store will be easily found by customers. If you use the right keywords and optimize your content, your products will show up to the most appropriate Amazon users when they search for products that match your keywords.
In addition, customers who buy on Amazon account for a very large share of the e-commerce market. As a result, more customers can be directed directly to your store instead of unknown external websites. Although there is a lot of competition on Amazon, creating a store can actually help differentiate you from your competitors.
3. No competing products
Another benefit of an Amazon seller store is not only a great way to direct customers to your page, but also to steer them away from other competitors’ ads. Your store will not display the relevant product section that often appears in regular Amazon product listings, i.e. customers will only see your products, and more importantly, show the complementarity between your products, retain customers and make them buy, and Forget about comparing losses. Overall, using a store is a great tool for Amazon sellers – you just need to be ready to build your brand and products and get them represented.
3. Disadvantages of using Amazon Store
In addition to the advantages, the Amazon store also has some obvious shortcomings. Before using it, you should also consider some disadvantages of the Amazon store, so that you can think more comprehensively about your own brand promotion:
a. Generally not suitable for sellers with many different products from different categories. This is because stores can help customers understand a specific brand that sells a product. Too many different categories are confusing and incoherent. Customers won't remember you as a great brand for a particular product;
b. The standard of appearance and sales is high as many big brands and expert sellers have started using Amazon Store;
c. The Amazon store is unlikely to improve your SEO ranking, and the optimization of product listing still needs to be done simultaneously;
d. You need a brand with a registered trademark;
e. You must be registered with Amazon's Brand Registry and approved by Amazon;
On the other hand, using Amazon Store is completely free (unless you want to pay more for premium features and tools). Selling with an Amazon Store is a great option compared to eBay , which charges for creating a store.
4. How to Set Up Your Amazon Store
In order to build your own Amazon store, you need to sign up for the Amazon Brand Registry program. You can do this by logging into your Seller Central account. Registration requires verification and acceptance by Amazon, which can take anywhere from 24 hours to a month. This is important if you haven't already, because registering your brand on Amazon not only allows you to create a store, but it also gives you access to a number of reporting tools and prevents sellers from trying to follow your listings .
Once approved, you can log into your Seller Central account, find "Store" from the main navigation menu, and select "Create". If you are registered, you can choose the brand for which you want to build a store. You will then be directed to the store creation page where you will need the following to proceed:
a. Brand Display Name: Your brand display name will appear on your store, so please choose a name related to your brand for shoppers to identify;
b. Brand logo : Your brand logo must be at least 400 x 400 pixels;
Your next step will be to choose a store layout. Amazon has created various options for you to choose from. Just drag and drop elements where you want them to go. If you are skilled or have a web design team at your disposal, you can also choose to create your own pages from scratch. Depending on what you want to emphasize, the following three options are available.
a. Marquee : You can select this option if you wish to highlight images of your products and brands
b. Product highlight : If you have great video content, you can choose to highlight your product using a large image or video as the main focus.
c. Product grid : This is a great option if you want to show your customers many of your products at once
Then, you have to create a meta description. This is what will show up in search results, so be sure to summarize what your product is and cover with optimized keywords.
The next step after choosing a layout is to customize the page. Depending on the template you choose, you can continue to drag and drop tiles as needed.
You will also be asked to add a header image, which is the main image at the top of the page to represent your brand. Make sure this is a high-quality image, at least 3000×600 pixels.
In the image above, you can see a great header image added by the brand " ANKER" .
Next, you'll add your product. This is required if you have not previously uploaded products to your seller account. You can do this by:
a Log in to your seller account;
b. Upload products in the form of background manual or batch form;
c. Fill in the inventory for self-delivery or send the product to the fba warehouse so that the product can be sold;
You can choose to upload your entire product catalog to your Amazon store via a single ASIN or at once.
Next, you'll create pages for your store. It's the same with any website – you'll have a homepage, a product page, an about us page… You can decide what to present about your brand, and this is where you'll start building your brand story.
The image above also shows a navigation bar, which you will need to include. It helps keep your pages organized and makes it easy for customers to find what they are looking for.
To add a page, you just select "Add Page" from the side menu. Then, add the title, meta description, and template just like you did when you created your homepage.
Once set up, you can preview the page to make sure everything is in order. Then, submit your store for publication. It can take up to 72 hours for Amazon to approve your store, so please be patient and do other work in the meantime.
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