The importance of your Amazon Brand Store to capture increased traffic and sales
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4 min

The importance of your Amazon Brand Store to capture increased traffic and sales

Daniel Waite, July 4, 2024

Your brand store acts as a "store within a store", displaying every product prominently, much like a retail end cap. This strategic layout maximizes product visibility and encourages multi-item purchases, significantly boosting average order value (AOV).

High-quality images, detailed descriptions, and clear call-to-action buttons enhance the shopping experience, making it easy for customers to explore and buy more. Like your website, this thoughtful design helps keep customers engaged longer, increasing the likelihood of conversions and higher sales.

For Sculpted by Aimee for example, a fast-growing sensation renowned for its high-quality products and innovative approach to beauty, their brand store has been vital in harnessing their widespread attention. Gaining popularity through TikTok, national articles in the Daily Express and The Times, and TV features on This Morning and QVC, The Sculpted brand store is designed to capture this traffic and drive sales, turning visibility into conversions.

One of the most striking aspects of Sculpted by Aimee’s success on Amazon is the unwavering loyalty of its Amazon Prime shoppers. Despite the availability of discounts on other platforms, Prime shoppers consistently choose to purchase from Amazon and the Sculpted brand store. This loyalty underscores the convenience and trust associated with Amazon and the strong appeal of Sculpted by Aimee’s products.


The Importance of an Amazon Brand Store

Brand Representation

An Amazon brand store allows you to showcase your products in a branded environment, differentiating your offerings from competitors. This customized space can mirror the look and feel of your website, reinforcing brand consistency and loyalty. For Sculpted by Aimee, it was essential to keep the look and feel of Sculpted on Amazon for brand identity purposes, as their marketing strategy off-Amazon is strong. Prime customers should enjoy the same experience when searching for their favorite products on Amazon as on your DTC site. 

Enhanced Customer Experience

To enhance your customer experience, we recommend guiding customers through a curated shopping journey, making discovering new products and promotions easier. This results in increased dwell time, which positively impacts conversion rates. Additionally, with Sculpted by Aimee, we opted for as many “buy now” tiles as possible, leaving high-quality graphics and images to do much of the talking.

Increased Visibility

Your brand store can also help improve visibility on Amazon, especially when integrated with your advertising campaigns. It provides a centralized location for Prime customers to explore your entire product range, increasing the results of multiple purchases and higher AOV.

Strategies for Creating an Effective Amazon Brand Store

Sub-Category Pages

Dividing your store into the right sub-category pages helps organize your products into specific sections, making it easier for customers to find what they want and improve navigation. It also aligns with brand advertising campaigns. For instance, if you run a campaign for a particular product line, you can direct traffic to a dedicated sub-category page, increasing the relevance and impact of your ad strategy.


Call to Action (CTA)

Clear and compelling CTAs are crucial for guiding customers through the Sculpted shopping journey. "Shop Now" infographics and prime shopping modules that display high-quality pictures, pricing, and descriptions are effective ways to encourage immediate purchases. The goal is to keep customers engaged and prompt them to act, increasing the likelihood of conversions and suppressing competition wherever possible.

Leveraging Perpetua

Using Perpetua to manage and optimize advertising campaigns on Amazon, we recommend creating targeted ads that drive traffic to specific sub-category pages within a store, enhancing the relevance of your promotions and increasing AOV. Perpetua's automation and analytics capabilities enable us at Brand Monkey to continually refine our strategies based on performance data. Product collection ads within Sponsored Brands ads have been a firm favorite of ours to drive engagement on brand store pages. 

One of our strategic plays with Sculpted is the high-quality shot videos designed for click-through rates at the top of the search to drive more traffic to the brand store, using highly targeted search terms farmed from Sponsored Products campaigns over time. Video is prime real estate on Amazon and is a powerful tool to improve your store's visibility.

Designing for Dwell Time and Conversions

Visual Appeal and Usability

A visually appealing and user-friendly store design can significantly impact customer engagement. High-quality images, concise product descriptions, and intuitive navigation are crucial elements that contribute to a positive shopping experience. The longer customers browse your store, the more likely they are to purchase. For Sculpted by Aimee, the branding includes several vibrant shades of pink, which we used across the store to familiarise customers with the brand and match some of the visuals from their own website. Incorporating rich content such as videos, product images, and detailed product information can enhance the shopping experience. This helps build trust and gives customers the information they need to make informed purchase decisions.


Final Thoughts

An Amazon brand store is more than just a sales platform; it's a strategic tool for building your brand, increasing customer engagement, and driving sales. By creating sub-category pages, utilizing compelling CTAs, leveraging advertising to drive traffic, and continually optimizing based on performance data, you can create an engaging shopping experience that increases AOV and fosters brand loyalty. The key to success is providing a seamless, engaging, and personalized shopping journey that encourages customers to explore, engage, and ultimately purchase more. 

To learn more about how to drive traffic back to your brand store with Amazon Ads, email us

This blog was written by Daniel Waite at Brand Monkey

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