The Ultimate Guide to Amazon Stores and Their Unique Data Tools

Back in July 2017, Amazon introduced a new concept: Amazon Stores. Since that time, Amazon Stores has gone through numerous updates, creating a robust base from which your branded storefront can thrive. But why would you bother with creating this Amazon storefront when you can be a regular seller?

In this article, we plan on addressing what it means to utilize this program. We will let you know what it is, who it is for, and how you can use it successfully. 

1. What is Amazon Stores?

Amazon Stores

Amazon Stores is a platform from which sellers can drive brand loyalty. A branded storefront provides you a method from which to increase sales. This strategy can be beneficial for people who are consistently looking for items in your market. 

For example, The Vermont Teddy Bear Company (seen above) releases teddy bears for kids, easter, and other special occasions. People who love stuffies may frequent this store; you may find this with the brand analytics tool

2. Who Can Create an Amazon Store?

Amazon Stores

Amazon allows any seller, agency, or vendor who manages a brand to create using Amazon's Store Builder Tool. The one requirement is that you need to be part of the Amazon Brand Registry. To find out more about the brand registry, we recommend checking our blog on the Brand Analytics Tool

Once you get that part done, the rest of this process is straightforward. There is no cost to build a store, so you don't have to worry about adding another expense to your list. Those who do not manage a store cannot use the tool.

You also have to be located in one of the following regions:

  • North America
  • South America: 
  • Europe
  • The Middle East
  • Asia Pacific

3. Why Should You Create an Amazon Store?

Thankfully,  Amazon's Store Builder Tool makes this easy, but there is no reason why you shouldn't if you can. Creating an Amazon storefront provides a potential base for people to return to if they engage with your brand. 

Also, people who are looking for your type of product will have a return location. Quality sellers on Amazon can use this "home base" as a reason people keep coming back. 

When creating ad promotions, using the advanced features behind Amazon Brand Analytics can also help you understand the details behind your targeting efforts. Ad campaigns can lead directly to your branded storefront

These branded storefronts are also another opportunity to rank for Amazon SEO. With the right keywords located on these pages, you will attract a new potential audience or return previous buyers. 

4. What are the Key Features of Amazon Stores?

When creating an Amazon storefront, they offer a variety of features:

a) Simple Drag-and-Drop Design

With a variety of design templates, you can easily customize a store to be unique. By selecting high-quality product images and hiring (or having) a graphic design specialist on staff, you can easily make your store stand out. These templates make things easier. 

b) Multiple Pages with Targetted Products

Part of this ultimate customization with Amazon's Store Builder Tool allows you to create as much or little as you want. If you sell a small group of products, put them all on a single page. Sell multiple types of products? You can have multiple pages for your work. You can have whatever you want. 

c) Integrated Promotion

We mentioned earlier that you could direct ad campaigns to your branded storefront. You can also place social sharing buttons directly on your storefront as well. That means if you have a loyal customer base, they can easily share your latest releases. 

d) Access To Amazon's Store Insights

Amazon's Store Insights tell you a variety of important metrics. Here are just a few of them below:

  • Visitors: It tells you about the number of unique visitors in a selected date range. 
  • Views: Number of views on your storefront. 
  • Sales: It tells you the number of sales you made in the past 14 days from store visitors. 
  • Units Sold: The estimated number of units purchased by visitors within 14 days of their last visit. 

There are many more metrics inside of Amazon's Store Insights which will provide you actionable data of your most robust products. 

e) Tracking Attribution

Amazon Stores provides you with a "last discovery" attribution method to determine where the buyer made this decision. This attribution method allows you to gauge your storefront's effectiveness compared to other forms of direct advertisement.

They also allow you to determine what page of your store provides greater effectiveness. Are people more likely to buy your product after selecting a specific product tab or seeing it on the first page? You can find that out through attribution. 

5. How Do Stores Work? 

Amazon Stores work for you in the following ways:

  • They provide you a unique platform from which to showcase your brand story. 
  • It is a platform from which to apply a well-designed storefront format without any coding knowledge. 
  • You can have your web address, another potential to improve your SEO. Ex. 
  • You can use information from Amazon's Store Insights to optimize ad campaigns and direct people to your branded storefront.

Amazon Stores is an incredibly easy-to-use platform that is not complex at all. 

6. What Do Amazon Stores Look Like? 

Amazon Stores

Amazon Stores are very customizable, but they do have a few consistent design elements among all storefronts. 

You can expect the following on all brand pages:

  • Header Image: The header image is the image located on the very top of the screen. It is typically located just above the navigational bar and sometimes has a logo built into it. 
  • Logo: A small logo is on the left half of the screen. This logo is either built into the header or the navigational bar. 
  • Navigational Bar: The navigational bar is linked to other sections of your Amazon storefront. You can sort these into different product categories. You can also choose to feature some collections, including best-selling items. 
  • The Product Location: This is the entire section just below the navigational bar. You can feature these products using three types of media: text, images, and videos.
  • Text Boxes: Text boxes can be located anywhere on the product grid. They can take up as much width or height as you wish, depending on your style preference. Text boxes are an excellent method that you can use to improve your storefront's SEO potential. 
  • Image Boxes: Image boxes are a low-impact method you can use to engage customers with your product. You can feature excellent pictures and examples of people using your products in any images. 
  • Video Boxes: You can place short brand videos to tell people about your story. These are typically less popular, as people find them to be pretty invasive. 

Amazon's Store Builder Tool allows you three different general templates: 

  • Product Grid: This template showcases your products in a standard grid format. 
  • Highlight: This template allows image, text, and video content spaces. It seeks to highlight small products with more engaging combined content. 
  • Marquee: This template allows you to combine image, text, or video content spaces with product ads. It is known to be a bit more engaging. 

7. How To Create An Amazon Store?

Amazon Stores

If you haven't already, creating an Amazon Store starts with becoming an Amazon Seller. You will also need to be a member of Amazon's Brand Registry. Becoming part of the registry also provides you access to the Amazon Brand Analytics Tool, an excellent tracking data method. 

By clicking the links in the previous paragraph, you will discover more about both topics. You will need all of this information to go through the process of creating a seller account and becoming part of the registry:

  • Full name (as it appears on taxes)
  • Date of Birth 
  • A government-issued ID (driver's license)
  • E-mail
  • Phone number
  • Address
  • Business structure (sole proprietorship, LLC, etc.)
  • State/country that your business is registered in 
  • A Federal Tax Identification Number (FTI) 
  • Bank account information 
  • The name of your brand 
  • Your brand's registration number (serial number)
  • A picture of your brand in use on your products

Once you've done the initial work, you can move onto the meat of the process. You can find this on the far right of Amazon Seller Central, where you will see a link called "stores." 

Follow the onscreen process all the way through. If you already have products uploaded, you will be able to place them here. 

Not counting all of the previous leg work takes about 24 hours for Amazon to approve your store. Amazon may kick your pages back for branding issues, navigational issues, grammar mistakes, or poor image quality. Before you choose to upload these pages, make sure that you've thoroughly inspected everything for quality. 

8. How To Make the Most Out of an Amazon Store?

Amazon Stores

To make the most out of Amazon Stores, you need to utilize all available resources. Here are some examples of what you can do to take advantage of everything offered:

Create A Store That Makes It Easy For Your Shopper To Browse

Your branded storefront is an excellent method to engage the shopper. The one way you can ruin this opportunity is by failing to create an engaging experience. You must be unique, but the products must be easy to scan and focus on why people shop.

With a benefits-driven focus, you inform your shopper you are thinking about them. Here are a few examples:

  • Use content elements to show customer testimonials on how your product solved a problem for them. 
  • Place your most effective products front and center, so people don't have to look hard for things commonly associated with your brand. 
  • Utilize the navigation bar to set up different zones for shoppers who have other priorities. If you sell men's clothing, people who want shirts don't want to see shoes. 
  • Make your best sellers noticeable to let people easily find other customers who have rated your products well. 

Make Informed Decisions From Actionable Data

As an Amazon storefront owner, you can access Amazon's store insights and the Brand Analytics tool. Both of these provide essential information that you can use to improve your business. Ignoring them is paramount to throwing out a step-by-step instruction booklet that says "more sales here!" 

Here are some examples of decisions you can make:

  • You find that people order your items in bulk quantities, so you have a specific Amazon listing advertising your bulk quantity sales to increase profits.
  • Research shows that people go to an Amazon Affiliate website to look for reviews of your product. Utilizing DSP, you perform repeat target advertising to encourage shoppers. 
  • You find that one of your products has a high number of sales due to an influencer mentioning it. You decide to feature that product using the "highlight" or "showcase" template option. 

By utilizing valuable insights from your resources, you will find that those shopping on your branded storefront will increase traffic. Whether you use the Brand Analytics Tool or Amazon Store Insight, either can help you improve your performance. 

Highlight Your Products to Reflect Your Brand's Story

While we talk a lot about products having an engaging product portfolio, hitting the correct search terms, and increasing volume, there is one area that is constantly missed on Amazon: the brand story.

By using storefronts and some creative advertising activities, you will find your product can become more engaging. People connect with a good story; make sure that your brand is telling it. 

Using The Amazon Brand Analytics Tool to Measure Sale Performance 

Amazon Brand Analytics contains a variety of unique tools that most people are apt to ignore. That's because they measure things that standard sellers don't think about. As a result, they are actively deciding to give up their sales to the competition. 

Here are a few examples of reports you can use:

  • Item comparison report: It compares the top five products and how often people purchased them. 
  • Market basket report: It shows the top three products and how often people buy them over yours.
  • Repeat purchase behavior report: It shows the number of unique orders from new customers to your storefront. 

Reports from these areas typically appear within three days. You can use all of them to determine where you need to improve and where you are currently winning. That data is essential to decide on where your focus needs to be. 

9. Amazon Store FAQs

1. How Much Does A Store Cost?

There are no additional fees for creating an Amazon store. However, there are fees associated with being an Amazon seller and creating a trademark, both of which you need to create a store. 

2. How To Build and Edit a Store

You can build and edit a store through Amazon's Store Builder tool. You can find this tool on the advertising console, where "stores" and "manage stores" can be found on Amazon Seller Central. From this point, you need to have the product list and images ready, where you can drag and drop content and change templates at well. 

3. How Do Buyers Discover My Store?

Buyers discover your store through one of the following methods:

  • By typing your store's URL in the address bar of any browser. 
  • By clicking the brand name link on your product detail page (found above product names)
  • Through sharing your Amazon storefront on your Facebook, Twitter, or other social media pages
  • By finding your brand using the right keywords on the Amazon search engine

4. Can Use Stores as an Advertiser?

Amazon does not support advertisers to create a storefront. To do so, you must be a seller, vendor, or agency. 

5. How Long Does it Take to Make a Store?

Amazon stores can take a matter of seconds to make if you are quick enough. However, most people spend a couple of hours on development. This time does not count how long it takes for you to gather product pictures and other things. 

After submitting for approval, Amazon takes about 24 hours for review based on their claims. However, others have reported the process to take a few days(depending on backlogs). 

6. What Devices Support Amazon Stores?

Because Amazon is built with Accelerated Mobile Pages (AMP) in mind, the store you create is supported by Edge, Safari, Chrome, Android devices, and iOS. People can find your storefront on the Amazon application as well. 

10. Final Thoughts

Utilizing Amazon's storefront is a powerful tool to grow your brand. Through the proper usage of this storefront, you can gain a new base of customers who engage with the story behind your brand. Some of them might even enjoy the products you sell. 

Using actionable data from insights, brand analytics, and utilizing this complete suite of tools is all part of the intent of Amazon Stores. The combined effort will work in combination with PPC campaigns to provide you with a comprehensive campaign to draw your website traffic. 

We hope that this article provides you with a greater understanding of the use of Amazon Stores. For more detailed dives, subscribe to our blog here at DataHawk. If you need help with your own Amazon Store, feel free to reach out to us. 

Read also

March 12, 2021 Educational
Amazon Brand Analytics: Increase Traffic, Sales, and Brand Awareness

The brand analytics feature or Amazon Seller Analytics allows sellers ...

February 15, 2021 Educational
Understanding Amazon Search Term Impression Share

This article explains what an Amazon search term impression share is, ...

December 9, 2020 Educational
How to Boost Amazon Sales Through Editorial Recommendations

This article explains how Amazon’s editorial recommendations program w...

Get the latest eCommerce and Amazon insights and trends delivered straight to your inbox

IE Notice
Please note that DataHawk no longer supports Internet Explorer.

We recommend upgrading to the latest Microsoft Edge, Google Chrome, or Firefox.