Amazon is becoming brand-centric, and for brands, selling on Amazon is also a great opportunity to gain visibility and sales. One of those selling tools is the Amazon Store, a microsite for brands on the Amazon Marketplace that has multiple pages for content and features like internal linking. You can even run Amazon ads on Facebook and Instagram and use the Amazon hashtag to track earnings.
This article will detail the 6 important steps for brands to successfully create an Amazon Store.
1. Professional Seller Account
Amazon has been increasingly strict with its review of sellers selling on its platform. Some time ago, it introduced additional verification and documentation requirements to crack down on sellers who attempted to manipulate rankings using multiple accounts in order to protect the interests of other sellers and consumers.
To set up your Professional Seller account, the following information is required:
Username: The company you want to use for your account.
Full address;
Primary contact email and phone number;
Structural type;
Registration status;
Federal tax identification number, name, and address from your income tax return.
Identity Verification: The individual at your company who will be the account owner.
Government-issued identification, such as a driver's license number and expiration date;
Country of Issue;
First and last name;
Date of birth;
High-quality color images on both sides, even if the back is blank;
Bank account statement.
Credit Card Information : Amazon will charge a monthly subscription fee of $39.99.
Bank account information.
2. Brand registration
Once your Professional Seller account is approved, you can apply for Brand Registry. Amazon’s Brand Services will help remove counterfeit sellers or sellers that infringe on a brand’s trademarks. In addition, the Brand Registry offers many tools to protect and enhance your brand on Amazon, including professional presentations, access to “gated” selling categories, and enhanced marketing and advertising features. The main benefit of Brand Registry, though, is the ability to set up a branded storefront.
To apply for Brand Registry, you will need to provide the following information:
· A brand name registered with the U.S. Patent and Trademark Office or similar agency;
· Brand serial number registered with the United States Patent and Trademark Office;
A list of countries where the product is manufactured and distributed;
· Brand image on products;
An image of the product label;
Product images.
3. Product Page
Optimizing your product pages is key to success on Amazon, as it can help increase your product visibility. When creating content, it is recommended to research and use the right search terms, which is also crucial to creating successful product ads.
Effective product pages start with a title that includes high-value search terms . Most categories allow 200 characters in the title.
Pay attention to five key points when creating:
Each bullet point can contain up to 255 characters;
Focus on the benefits of your product and use search terms when appropriate;
Each product page should contain at least six images, preferably nine, and registered brands can also add a short video;
Product descriptions are limited to 2,000 characters. Use high-value search terms in the descriptions.
Add enhanced brand content to every product page to reinforce your messaging and tell customers more about the product.
Examples include:
4. Branded Storefront
A Brand Store is a mini-site on Amazon that is set up and has a number of pages in the same way as a standalone e-commerce website. Most brands will create pages around their product categories, crafting a look and feel that reinforces their brand and messaging. Each page can have a unique header image as well as other images and text.
Use videos in your store to tell your brand story. For most audiences, 30 seconds is the best length for videos.
Amazon provides a tag that, added to your storefront URL, gives you insight into sales, conversions, and other metrics from your advertising efforts.
In addition to product pages, the new storefront can also help brands showcase all other information.
Lighting product manufacturer Verilux is an example of a carefully crafted brand store.
5. Brand Analytics
Many brands and resellers purchase third-party tools to gain insight into Amazon search terms, sales, conversion rates, and other metrics. However, most of these tools are estimates rather than real data. Amazon now provides real data to registered brands through Brand Analytics.
Brand Analytics can provide information about the top search terms that influence conversion metrics for brand products, categories, and competitor products. It shows the most popular search terms and the top three searches that converted to sales. This is crucial information. It lets brands know the exact search terms that customers are using and which keywords are leading to purchases. Brands can use this data to optimize product pages and create better ads.
The product's customer demographics provide a picture of age, income, education, gender, and other information. This information allows brands to learn about their customers, which is valuable for targeted advertising both on and off Amazon.
6. Amazon Ads
Amazon has enhanced its advertising platform to offer essentially three types of ads.
Clicking on a Sponsored Product Ad will take shoppers directly to the product page. The setup for Sponsored Product ads includes an automation tool where brands can position their ads for maximum visibility and automatically increase bids when there’s a better chance of a conversion.
Sponsored Brand Ads can bring shoppers to a brand’s storefront.
Sponsored Display Ads retarget shoppers who clicked through to a product page on Amazon.com.
