Last year, Amazon rolled out their updated version of a brand page, allowing brands to create their own, templated micro-website within Amazon.
Our design team could not wait to jump on this opportunity and start creating custom Amazon Stores to enhance our client’s brand presence and consistency on Amazon. Stores are multipage micro-sites that allow brands to custom design and choose products to feature and explain more about their brand.
Since their creation, Amazon has rolled out a variety of helpful Store features to Vendors and Sellers, including the ability to link Store pages to Headline Search Ads to drive direct traffic to specific landing pages, different module features, and, most recently, updated Store Insights so brands can see their Store’s performance. The new Insights Dashboard offers these metrics:
Stores Insights provides you with daily and aggregate views of your store's performance. Metrics by traffic source and by page are available, including:
You can access analytics from the store builder, or from the Stores main page.
There are 4 traffic sources Amazon measures:
The strategy behind creating an Amazon Store, and the data brand receive from creating one, can be used to be gain valuable consumer insight to their Amazon customer, which is something Vendors don’t have access to otherwise.
For example, creating a custom Amazon Store page featuring all of a brand’s Prime Day Deals, and then posting that tagged link to external traffic sources, such as Instagram and Facebook posts, can be used to drive added sales during that time. On the Sources page, brands can then see which of the sources brought in the most the most views, sales, and units sold. From that, brands can create strategic advertising campaigns that compliment Amazon sales, or Amazon Store pages that complement other marketing efforts within the business.