How to Optimise Amazon Brand Stores to Cultivate Growth

An Amazon Brand Store is a dedicated and customisable page on the Amazon platform that allows brands to showcase their products in an immersive shopping environment. Brand Stores give sellers the opportunity to curate a storefront experience that helps build a strong brand presence within the vast and competitive marketplace. Brand stores can improve the visibility of products, highlight key offerings and encourage customers to explore more of the brand's catalogue. Consequently, having a fully optimised store is key to helping your brand grow on Amazon.

Here are Tambo's Top Tips for successfully optimising your brand store:

Organise the Navigational Structure

Strategically organising your store's layout, particularly in terms of product categorisation and page navigation, plays a pivotal role in creating a seamless shopping experience for your customers. It's not just about making products accessible; it's about orchestrating a journey that guides customers effortlessly, ensuring they not only find what they're looking for but also discover complementary items along the way.

For a more intuitive experience, consider grouping related products together based on various factors such as need state, occasion, product ranges and seasonal offerings. Each distinct group deserves its own dedicated page within your store, allowing customers to immerse themselves in a curated selection tailored to their preferences and needs.

To enhance discoverability, strategically incorporate navigational modules on both the homepage and the bottom of each page. These modules serve as convenient signposts, providing shoppers with alternative pathways to easily reach the specific pages they need or could be interested in. Optimising and simplifying the add-to-basket route facilitates efficient navigation.

Effective Content Creation

Content creation lies at the heart of cultivating an effective Brand Store. Diversify your content by seamlessly integrating a mix of compelling images, immersive videos, and strategically placed call-to-action elements throughout your brand store. Utilise a variety of module options to enhance the visual appeal and interactive nature of your pages, ensuring that every element contributes to an engaging and seamless shopping experience.

When showcasing your products, prioritise high-quality images that captivate the audience. Craft concise yet persuasive product descriptions, emphasising key features and benefits that resonate with your target customers. Your product display is not just about presenting items; it's an opportunity to convey the unique value proposition of your brand.

Place special emphasis on header modules, strategically designed to immediately communicate your brand identity and set the tone for the overall shopping journey.

Mobile First Approach

Mobile shoppers account for 80% of all traffic on Amazon. Ensuring that your Amazon Brand Store is optimised for mobile ensures that your brand store looks and functions well on a variety of devices, providing a consistent experience for users. Select the mobile version of brand store modules when building out your store, then adapt to desktop view afterwards.

Utilise Data

Regularly evaluate the performance of your content through analytics tools. Track metrics such as engagement rates, conversion rates, and click-through rates to understand what resonates most with your audience. This data-driven approach enables you to refine your content strategy over time, ensuring that your Amazon Brand Store continually evolves to meet the preferences of your customer.

Case Study: fourfive 15% conversion increase

fourfive was founded by professional rugby players George Kruis and Dom Day after discovering the power of CBD oil for injury. fourfive is the UK’s first BSCG and Informed Sport Tested CBD and Vitamin nutrition supplements brand.

The objective was to create an overhaul of fourfive’s current content and produce best-in-class, SEO rich copy, images, A+, brand story and brand store. We achieved +15% in conversion after implementing our brand store content creation strategy.

Below was fourfive's brand store BEFORE Tambo helped out:

Now, take a look at the final brand store:

Get in touch with the Tambo team today. We'll work together to develop a tailored strategy and create impactful content for your brand store, supporting your journey to growth.

Beth Fisher, Content Manager

Optimisation19th Nov