Amazon Brand Stores – Definition and Their Importance in your Marketing Strategy
Amazon has become a staple that can’t be ignored for brands, both large and small:
There are about 9.7 million sellers on Amazon Worldwide out of which 1.9 million are actively selling on the marketplace. Amazon.com is the largest marketplace with 494,000 active sellers, Amazon.in (India) comes right behind with 218,000 active sellers. (Source:- Findly.in)
Amazon’s branding strategy to date has been conversion-oriented, focusing on lower-conversion funnel activity, such as paid search ads, combined with carefully crafted information on product pages.
As Amazon’s advertising business continues to grow, we’re seeing more and more brands running awareness and storytelling campaigns with Amazon that deliver extraordinary results.
One of the best tools available for brands to sell on Amazon is the Brand Store feature. Stores give you the opportunity to grow your brand in the world’s most popular market.
What are Amazon Brand Stores?
Brand stores are a feature available for all Amazon sellers and vendors that lets you create your own branded store on Amazon showcasing your collection of products.
Think of it as your very own store within the world’s most popular online marketplace.
Here are just some of our ‘best in class’ Amazon Brand Stores:
Amazon Brand stores give you the opportunity to implement your own brand ‘look and feel’ and communicate key messaging all within the Amazon environment. While store features are still fairly rudimentary (compared to brand owned websites), Amazon continually roll-out new features.
We’re seeing more brands set up Amazon Brand Stores but most are only scratching the surface when it comes to activating them effectively. Brands who think that merely having a store set up will deliver growth in sales can prepare for disappointment.
Effective use of the Amazon stores combines carefully crafted brand storytelling content with effective media strategy.
Why is having an Amazon Brand Store Important?
Building Brand Reputation
- Brand Store gives you the opportunity to tell your brand’s story in a rich yet Amazon-friendly format.
- It helps to increase brand awareness and loyalty, giving the brand credibility to sustainably improve long-term sales.
Showcase Your Product Range
- Branded stores give you the opportunity to showcase your product lines together in a branded environment.
- Sell different flavours of energy drinks? Specialty grain range? Stores can display your entire product line in a multimedia environment.
Mobile Optimised
- Amazon mobile app users generate nearly 85% of all mobile minutes spent with Amazon, a number only set to grow.
- Brand Stores can be optimised for mobile devices, making your products look as beautiful as they would on a desktop screen.
Dedicated Landing Page Activation
- Want to run an Amazon campaign but don’t have the budget to meet Amazon’s £10K minimum media for custom landing pages? Brand Stores are your answer.
- Best in class Brand Stores have separate landing pages to direct campaign traffic, however big or small your media investment may be.
How does Brand Store fit into your marketing strategy? “Always On” Strategy
At FinPlus, we recommend the “Always On” approach to activate Amazon brand stores. Like any e-commerce website, the store needs to be constantly updated and optimized to increase sales year after year.
Different Content (Landing Pages) for Different Consumers
- We recommend that brands continually provide marketing channels, as Amazon customers need multiple points of contact before making a purchase.
- This is where your branded store can be effectively deployed with different landing pages for different consumers.
- In-store traffic will vary depending on where they are in customer journey campaigns that focus on brand awareness going to store pages that inspire a purchase while customers coming from search campaigns Amazon will be shown products to drive conversions.
Occasion Led Activity
- Take advantage of cultural and seasonal events during the calendar year to help keep your branded store relevant and relevant to your overall brand communications.
- Amazon itself also promotes important events of the year such as Valentine’s Day, Father’s Day, Independence Day, Diwali and Christmas which can lead to extraordinary results.
- One of our best performing Occasional Amazon campaigns took place is KAKU FANCY DRESSES.
Closing the gap between Content and Sales’ – Brand Storytelling
- Amazon is now more than just an ecommerce site focused on sales, it is a key media player that has the capability to drive large scale brand awareness – and Amazon Brand Stores are an ideal platform to house branded content.
- Check out our Case Study for the Brand- Kaku Fancy Dresses and their exponential growth on Amazon
- Housing content on stores allows consumers to browse and be inspired by the content, but also the ability to directly purchase – making it easier for consumers than ever.
Need Help With Your Brand Store?
Amazon Brand Stores can deliver phenomenal value for your brand but this takes more than merely setting up a brand store. The best performing Amazon Stores are integrated with brand marketing campaigns, nurturing customers to purchase.
FinPlus Business Solutions is a Digital & Ecommerce agency that helps brands use content to improve sales.
Get in touch with us and let our team of specialists work with you on developing your Amazon strategy.
