• Peter Thorpe

Is your brand using Amazon to the max?

It’s always been a challenge to deliver a substantial brand message on Amazon. When you have well developed product listings and descriptions, these listings can be used to leverage content, develop a message or a product’s “personality”. But what if you have more than one product?

One of Amazon’s tools for this situation is Amazon Stores. Understanding an Amazon Store creates an opportunity to publish or broadcast a more comprehensive and interesting message about your products. When the pages are properly designed and developed, you’ve got more flexibility in your marketing program.

Amazon Stores is a plug and play method that is used to showcase a group of products. It can use a message that highlights the individual products within the store and uses the product’s voice. It illustrates the product. Basically, it’s a catalog of items that are available for sale.

Sound good? Well, it’s not always easy to locate these stores on the Internet.

When there’s interest on the internet in a brand, traffic can be driven to the Amazon Store to buy.

As a brand, you can use an Amazon Store to display a selection of individual products. Each product has its own image and presence on Amazon. For example, you can have a shoe store that displays a variety of shoes. Or, you can have a store that displays a variety of items that are linked with a common theme or category. In this example, it might be shoes, boots, socks, shoe polish and shoelaces.

This is a great way to market directly to individuals. Often Amazon Stores can be hard to find or obscure in their names and descriptions. Brands can drive traffic to the store. Face it, sometimes the consumer doesn’t even know what they’re looking for until they see something in a store.

Amazon Stores must be marketed. Amazon Stores use deliberate campaigns to invite customers into the store. These campaigns themselves are best when used to highlight promotions or themes.

You need something that grabs the customer and says – “Stop by the store and see what’s new!!” For example, you could create a program that highlights socks in school or team colors. Or you could use it for launching a new product – like bubble bath for your feet. An average shopper may not be looking socks but could be easily led to your display of socks via a landing page concept that would invite them into the store.

You have two choices here. The best is to develop an Amazon Store for your brand. Remember, though, Amazon’s not going to be happy with you if you direct traffic away from their marketplace. If you are using tools like Pinterest or Instagram along with Google search ads, you’ll access consumers already browsing Amazon and get them to open your Amazon Store page.

On the other side of the coin, there is a case to be made for going Direct To Consumer (DTC) rather than sending a customer to an Amazon store. Margins in this case are much better for the seller. So why would someone ignore Direct To Consumer and send a buyer to an Amazon Store instead?

Simple Answer. Volume. Traffic volume is used in Amazon’s A9 algorithm. It’s a popularity contest. The more traffic that goes to the brand, the better the brand’s performance in the search engine. Moving up in Amazon's search engine results is important because it means more sales and market share for your brand.

Learn how Thorpe Group can put our money into your inventory so that your brand can thrive on Amazon sooner than you think. Contact us today!

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