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Is your Amazon Store reaching its full potential?
Amazon Stores have gradually become a crucial element of your e-commerce strategy.
These digital storefronts, created by registered brands to highlight their messaging and showcase key products, are increasingly appearing at the top of Google search results.
Additionally, many brands direct their Sponsored Brands ads to their Amazon Stores, meaning a significant portion of your ad spend depends on the effectiveness of your storefront.
In short, your Amazon Store is more important than ever, so it’s essential to ensure it represents your brand in the best possible way.
Amazon Store has a few different components:
- Your brand name
- Your brand logo, e.g. a hero image that introduces you to shoppers
- A+ Content that can range from a gallery of your products to a display of your top sellers
But what’s the best way for your brand to position itself? The answer will differ from brand to brand. The key is to stay flexible and data-driven when deciding what to showcase on your storefront.
If the data indicates your storefront isn’t performing well, it’s time to make adjustments. Failing to do so could result in wasted Sponsored Brands ad spend.
What insights are available for Amazon Stores?
So, what kind of data can you access? Amazon provides high-level insights for your storefront, including metrics like visitor numbers, page views, and units sold.
These data points give you an overview of your Store’s performance, offering valuable context. However, to make sure your Store is truly effective, it’s essential to dive deeper into the details.
Figure out if you’re showing off the right products on your Store
In the broader scope, there are a few key questions you should be asking about your Amazon Store:
Are you highlighting the right products on your Store?
Are your images and messaging effectively attracting new customers?
Fortunately, Amazon provides data to help you assess how well the products displayed on your Store are performing.
By accessing the Brand Analytics dashboard, you can view specific product-level data points, including:
Clickthrough rate, which shows the percentage of shoppers who visit specific product pages after interacting with your storefront.
Top-clicked product, allowing you to determine whether you’re featuring the most appealing products on your Store.
So how do you use that data?
Keep a close eye on your conversion rate: If your Amazon Store isn’t converting well, you could be wasting your Sponsored Brands budget.
You might have a highly refined ad strategy, but if those ads lead to underperforming content, all that effort goes to waste.
So, what’s considered a good conversion rate (CVR) for your Amazon Store? It largely depends on your product category. However, a useful benchmark is to compare your Store’s CVR to your product page CVR.
In general, if your Store’s CVR is more than 15 percentage points lower than your product page CVR, it’s probably time to rethink and update your storefront.
Reorganize the products on your Amazon Store: Since all the Store data is available at the product level, you can quickly identify which products aren’t performing well.
Once again, compare each product’s CVR on your Store page to its CVR on the standard product page. If a product is significantly underperforming, it might be time to remove it from your storefront and showcase a different product instead.
If you’re using the Amazon Console, making these comparisons can be time-consuming and involves a lot of back-and-forth clicking.
Feature your products with high New-To-Brand rates: In the end, your Amazon Store is meant to attract shoppers who may not be very familiar with your brand.
One effective way to engage new customers is by featuring products with higher New-To-Brand rates, as these tend to catch the attention of first-time buyers. These products are strong candidates to showcase prominently on your storefront.
We suggest calculating the New-To-Brand rates for your products and using that data to decide which items to highlight. In the Ad Console, you can easily access New-To-Brand data for your Sponsored Brands ads.
Conclusion:
Optimizing your Amazon Store is key to attracting customers and driving sales, but it can be time-consuming and complex.
Our Amazon marketing agency can help by analyzing your Store’s performance, refining product listings, and ensuring your storefront is both engaging and effective. Let us help you maximize your Amazon Store’s potential and achieve the results your brand deserves.
