Amazon storefronts are available for sellers with the brand registry. It is accessible via Amazon advertising, and brands can create stores without listing the product on Amazon. The latter works well for brands who want to support sellers on Amazon.
There is no cost for creating a store, and brands can advertise the store within Amazon or externally via social or email. Sending traffic to the storefront help to engage with the customer with a range of products and build loyalty. In addition, once the customer is in your store, there is no comparison with other brands so, you are getting 100% attention to your product pages.
Besides organic traffic, sponsored brand advertising allows advertisers to send Amazon traffic directly to their store home page or category pages. This post explains how to create storefront advertising and measure its success.
How to create Amazon storefront advertising?
STEP 1 // Start with choosing target – either the home page or category pages. Category pages work well as they are more targeted to the specific products compared to the home page.
STEP 2// Work with the creatives – upload logo, choose any three products from the store page, add headline text, and upload a custom image.
The custom image takes up the entire space on mobile search pages and has higher engagement.
STEP 3// Targeting Option: Target keywords in all match types or choose one. You may want to use sponsored product ads keywords that generated sales in the past or use suggested ones from Amazon.
STEP 4// Targeting Option: We can choose either keywords or product targets at one time to do A/B testing between two types of targets.
Targeting products: Target products will surface the store ad when the query is relevant to that particular product. Targeting categories will surface the store ad relevant to the products in that category.
STEP 5// Add negative keywords which have not converted via sponsored product ads or update this later once you see the search term report.
Search Terms: The search terms tabs shows a list of user keywords along with the number of orders and ACoS.
Keywords Placements: The placement report shows how many impressions are showing up at the top of the search and the rest of the page along with sales.
Metrics to Measure
ACoS – shows the proportion of the spend vs sales
ROAS – shows sales vs your spend
% of order NTB – shows the % of total orders which are new to brands
Amazon Store advertising helps brands generate incremental sales and organic sales from their store, as shown in the screenshot below. So, get in touch if you are looking for any help with your Amazon storefront advertising.