Amazon Stores was first launched in 2017, giving sellers and brands the opportunity to set up brand stores on Amazon and provide consumers with a better shopping experience. For sellers, setting up a flagship store is free and completely self-service.
Since the launch of the Flagship Stores feature, Amazon has released three noteworthy updates to help improve the user experience for brands.
1. More store performance analysis
In 2018, Amazon released the Stores Insights dashboard to help sellers monitor their store performance metrics. In the dashboard, sellers can understand the number of daily visits, page views, page views per visitor, sales and other relevant data.
Sellers can also see which traffic sources drive the most store traffic and sales, such as Amazon organic traffic, advertising, and off-site traffic from social platforms. Sellers can also create a source tag for their unique store URL to measure traffic from specific external sources.
To optimize the user experience for brands focused on store performance, Amazon has expanded performance metrics to include sales per visit, order volume, number of products per order, and unit value, all of which can be found in the dashboard.
2. Optimize custom source tags
The Insights dashboard allows sellers to leverage custom source tags to understand the channels through which shoppers enter their store, allowing them to maintain a dynamic understanding of their various traffic sources. Initially, brands were limited to 30 source tags, but will now see the first 100 source tags and be able to export all of them.
Amazon also enables brands to create source tag links for store pages beyond the homepage. Brands can select a page to use as a destination, and a tag name and unique link can then be generated.
3. Integrate background video
Now, brands can add a 2 to 20 second video that will automatically play and loop when the flagship store page loads and when customers begin their visit. Brands can choose full, large or medium video sizes, providing additional ways to showcase brand features and benefits.
Summarize
Amazon Stores can greatly boost brand awareness, cross-sell, launch new products, and generate demand at scale. To maximize brand exposure, sellers can link to their branded subtitles in their listings, include their Amazon Store URL in off-site marketing campaigns, and promote their Store on social media networks. Brands can maintain and grow their business by showcasing products and ideas that reflect their overall brand values and image.
