How to Build and Use an Amazon Storefront in Seller Central
Amazon has been coming in hot with a whole bunch of changes on the Seller Central platform. One of the unique new features is the ability to build a storefront for your brand on Amazon. Previously, the ability to customize storefronts on Amazon was only available to Amazon Vendors. Seller Central users were restricted to the default storefront that appears when you click through your brand name. The new brand registry is opening more and more features to make the Seller Central platform attractive for brands on Amazon. We are going to give you the low down on how you could be using the new Amazon Storefront in Seller Central to grow your brand on Amazon
What is the new Amazon Storefront feature in Seller Central?
The Seller Central storefront is available to brands that have completed the new Amazon Brand Registry. Amazon now allows registered brands on Amazon to create a fully customizable storefront that allows you to add unique features like video content, lifestyle images, featured products and your brand’s story in text boxes. They have designed an incredibly easy-to-use interface that gives you total control of the content you want to feature. The creative guidelines for these new Seller Central storefronts are quite broad and the content restrictions fairly low.
There are a couple of benefits that we see with this new program. First, the new brand storefronts gives you a unique Amazon web address for your specific store. This can be an incredible powerful feature to utilize for off-platform advertising – particularly on Facebook where the ads will show the domain redirecting to a trusted site like Amazon. The second benefit is that the old storefronts available to Amazon Seller Central users will be replaced when you publish your new brand storefront so customers clicking on your seller profile will eventually be directed to your storefront page. Another potential benefit that we have not seen much of yet is Amazon’s statement that you can “receive traffic from Amazon search…pages.” This may mean that Amazon will increase the prevalence and visibility of your brand storefront in brand related searches (i.e., Nike shoe may come up with the Nike Storefront before any product specific results are shown). Finally, the new Amazon Seller Central storefronts allow you to tell your brand’s story through a combination of unique video and text content – which can be important for many customers.
Is the Amazon Storefront feature in Seller Central easy to use?
To put it simply – yes it is. Amazon has designed pre-made mobile and desktop layouts that allow you to choose when and where to add in your content. You are also able to create multiple pages within your Seller Central storefront to activate a navigation feature on your home page. This allows you to make it easy for shoppers to browse your catalog and see what products your specific brand has up for offer. Each additional page will be full customizable as well so you can choose to feature all your products, or your top products and content related to these products.
There are currently eight “tiles” as Amazon calls them that you can add to your brand’s storefront. In addition to a best seller slider that automatically features your top selling products and a recommended products slider that automatically populates based on previous shopper searches, you can add photo sliders for product or lifestyle images, product grids, images, video, text, and product specific tiles. You further have the ability to use a variety of split sections to combine these different tiles into the page your brand deserves.
How should you be using the Seller Central storefronts?
It is still a little early in the game to know what exactly Amazon’s plan is for the Amazon Storefront in Seller Central, but we see a few ways that you could start taking advantage of this. The primary way value we see in the brand storefronts is being able to tell your brand’s “Why” as Simon Sinek would say. Utilize the available content features to explain why your brand does what it does, how it solves the shoppers’ problem and what the solutions is. This strategy can be powerful for creating feature product pages that will increase conversion rates and help you gain organically in the rankings.
Another powerful way to take advantage of the brand storefront relates to off-site advertising. Previously, using Facebook or other social media advertising allowed you to drive traffic to a very boring, generic storefront or individual product offer page. You can now feature a variety of your products and engaging content which should help convert more shoppers into customers. One idea that you can try in your store is including a text tile at the top indicating a special promotion or offer that your Seller Central storefront has, i.e. XX% Off, BOGO.
It will be interesting to see how the role of the Amazon Storefront in Seller Central evolves as Amazon grows. This new feature, combined with some of the other features that Amazon is rolling out could create some powerful tools for managing your brand on Amazon. We recommend building out your Seller Central Storefront and testing out additional ways that you can utilize a brand storefront on Amazon.
Please contact us if you need any help growing your Amazon sales!