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Having an Amazon Storefront provides a gateway for customers to explore your brand and steer them away from the other competitors in the platform. However, having an attractive Storefront isn’t enough to keep them engaged. You need more than that!

For instance, according to one study, customers are more encouraged to explore your brand when you add multiple pages to your Store. In fact, stores with more than 3 pages generally have 83% higher shopper dwell time with 32% higher attributed sales per visitor. 

Store pages educate your customers. They provide information about your company, best-selling products, and new releases to your prospective clients. They help drive higher engagement.

Likewise, another study shows, stores that have been updated within the past 90 days often receive 21% more repeat visitors. Keeping your Amazon Store looking fresh, inviting, and customer-friendly is crucial.

Case in point: you need to be creative and at the top of your game to build and run a successful Amazon store.

To help you improve your Amazon Store, we’ve highlighted some of the best ways AMZ Pathfinder has achieved that for their clients.

Organize by product collections

Having product collections in your Amazon Storefront can allow you to group similar products based on different aspects such as categories, product types, or themes. By doing this, we helped sellers create different sections that can address their potential customers’ needs during store visits.

To group your products, you can use the Product Grid Template which can display a large number of items on your Store pages. This template allows you to showcase your product collection in a grid format, allowing you to highlight them better. Your Store’s best-sellers will also have great positioning in your pages when you add them using the Product Grid Template.

The template has an option for automatically hiding products when they go out of stock which helps decrease the sellers’ tasks at hand.

Read: The Ultimate Amazon Storefront Checklist and Best Practices

Create custom campaign landing pages

It’s common to find Amazon ad campaigns that link to specific products and search results. While it’s good to link to select pages, sellers have the option to showcase groups of related products along with supporting media such as hero images, graphics, and videos. 

The option for creating temporary campaign landing pages for marketing events and different types of promotions on Amazon is also available. 

Most of the time, your customer's expectations can be satisfied when you choose the right campaign landing pages they’re looking for. 

In fact, linking your Sponsored Brands campaigns to your store page can help you gain 28% better RoAS (Return on Ad Spend) unlike when you link them to a product list page 2. 

By having more than three pages on your store, you’ll be eligible for running Sponsored Brands campaigns that have Store Spotlight creative. The latter can feature individual pages that show a logo, custom headline, images, and labels for up to three products (automatically pulled by Amazon) from your Store. 

Furthermore, these Store Spotlight creatives are great to use for top-of-funnel approaches and will assist you in gathering more traffic to your Store and even to your subpages. Through the subpages, your potential customers can get a good idea about your brand’s catalog and get streamlined access to the exact sub-page they want to browse through. 

This way, potential customers can browse through different collections in your Store without having to alternate between different product detail pages.

Here are some “good-to-have” contents that your custom campaign landing pages can benefit from:

  • Good design and features

Most people prefer visuals. Therefore, the way you showcase your products through images, colors, text, and other forms of digital mediums will affect how attracted your potential customers will be to your products and brand. For best results, it’s recommended to use informative product videos as they are known to be better at generating awareness and snatching your potential customers’ attention. 

  • High-resolution images

Amazon prides itself in having high-quality and lively images on its homepage. For this reason, all campaign landing pages should also display high-resolution images that have at least 2X quality on tablet devices and desktops and have 3X quality images on smartphones. Having bad quality images in your Amazon Store not only speaks badly about your brand but Amazon as a whole as you’re advertising your products there. So to avoid any bad impressions from your potential customers, it’s best to ramp up your digital imaging efforts and wow them at first sight.

  • Offers and discounts

Everyone loves a good deal. For this reason, several successful Amazon Sellers have included them in their Stores to attract attention at first glance. It’s common for potential customers to leave when they can’t find the product or category they want or the offers that are attractive to them on their visit to your Store. You want to approach this by placing yourself in your customers’ shoes and thinking about what offers would make you likely to engage with the brand. For good measure, you should be aiming for desirable offers of 60% or higher as customer conversion usually occurs above the 40% threshold. 

  • Detailed product descriptions

When creating product descriptions, always take the simplest route. Your descriptions don't have to be overly flowery; it only needs to be creative enough to summarize what you would like to say about the product. Remember that you already have a decent amount of product descriptions and 5 bullet points on your Amazon Listing Page, so avoid clogging up the rest of the listing with too much information as it can easily put off your potential customers. 

Build pages to highlight seasonal items, deals, and best-sellers

While creating an attractive Amazon Storefront and adding neatly-categorized pages can help you get the attention you need, it’s also important to acknowledge the opportunities for growth during the holiday shopping seasons. 

During site-wide shopping events or seasonal sales, several sellers make sure to participate and showcase their product portfolio as this helps boost not just brand awareness, but conversions as well. In fact, during the 2021 holiday season, Q4 sales reached up to $14.3 billion which doubled the $7.2 billion earnings in Q4 2020.

Don’t miss out on the most profitable times of the year. Whether it’s a national holiday or a site-wide sale event on Amazon, it’s best that you get your brand out there. To help you get ready for holiday sale events, here are some tips you might like to try:

  • Create a holiday-themed Storefront

During the holiday season, it’s common for brick and mortar stores to display holiday-themed decorations and gift bundles to attract more customers into their stores. You can apply the same strategy to your Amazon Store by creating holiday-specific content that can reposition your products as holiday gifts or bundles. 

Utilize high-resolution graphics to update your hero image along with your Amazon Store page tiles. Make these graphics consistent with the theme and the colors you’re using whether they’re the holiday colors or your branding colors. Your graphics need to highlight your best offers, so it’s best to ask the assistance of professional graphic designers who can give your Store the professional and hard-to-resist look. 

Professional product photographers can also refresh your product images, so make it a point to give them a makeover if the images are starting to look dated.

As for timing, there are no specific timelines for when you should start setting up your Amazon Storefront. However, in their FBA Holiday Guide, Amazon recommends 10-12 weeks before the holiday to make your preparations. 

Demands will vary for different types of products, so it’s more important that you’ve set your goals, prepared the content you’ll be displaying, and that your products and gift bundles are all set. 

  • Feature giftable products for the season

Creating an attractive holiday-themed Storefront is one thing, offering great deals and amazing products is another. Your Storefront’s role is to communicate your brand to your potential customers while your products communicate the value that you place into solving their problems and providing them with what they want or need. Your niche aside, any product you feature in your Amazon Store simply needs to connect with your customers and their gift recipient’s needs. 

Another aspect you need to look at when deciding which products to market as gifts for the season is their relation to the holiday itself. It also helps to match your products with the season’s current trends to attract and match the needs of more customers looking into popular products. 

Make sure that your product inventory is updated and fully stocked as consumer trends can change drastically and to avoid order backlog that can take weeks or even months to fulfill especially if you have several stellar products that fly off the shelves quickly.  

  • Launch specific products for the season/holiday

During the holidays, it’s a good idea to launch new products as many potential customers will be looking around for specific products that they can give as gifts. It doesn’t matter if your products are giftable or not since the holidays will naturally attract more visitors looking for products to gift. 

One of the strategies you can try for marketing new products is to have soft launches early in Q4. This way, you can target specific keywords and find out which ones to target before the initial launch happens. Instead of targeting specific competitor terms, you can target small generic keywords.

 Advertising solely on Amazon will limit your engagements and conversions though, so another strategy you can try is using off-platform promotions and advertising which you can link to your Store. Tell potential customers all about your new product through your social media pages or wherever else it applies. 

  • Run season/holiday-specific offers and promotions

Among the top things that potential customers look at when doing their holiday shopping is the different offers that Amazon Stores have to offer. By offering promotions and offers during the holidays, you can attract customers and assure your Q4 sales success as well. But while it’s not complicated to make promotions on Amazon, you have to keep in mind that the competition will be strict and fierce. 

Not only should you have your promotional items in stock, but you also have to provide interesting and smartly-priced deals. When you create great deals with similarly great prices, you’ll not only win at gaining exposure and building brand awareness, you’ll enhance profits through an increase in your sales volume, too!

Share your brand’s story

Telling your brand story is a surefire way to communicate your branded content on Amazon. While many brands will freely share their stories as well, sharing your unique story will set your brand and products apart from the competition. 

To add brand stories, you will need to sign up for Amazon’s Brand Registry Program which requires you to have an active registered Amazon trademark. 

Below are some of the best ways brand stories improve your brand’s outlook:

  • Amazon Brand Stories help increase brand awareness

To create your brand story, you can include more information on your product detail pages. Doing this will help boost the quality of your product detail pages and allow your products to have a better, more comprehensive description of what your product is, how it was formulated, and what problems it solves. 

When you add these details to your product detail pages, your potential customers are reminded that your products are not simply there to solve their problems and that your brand does not only exist to turn products into cash. 

Adding brand stories helps your potential customers understand your brand’s ethos which then gives them a sense of trust, brand loyalty, awareness, and a sense of support. To do this in a non-invasive way, sellers can display their brand logo throughout the Amazon Brand Story feature. 

  • Amazon Brand Stories help customers relate to the brand

Forging connections between your brand and your customers is vital for every brand that wants to sell its stellar products. The buying stages when selling on Amazon are mostly straightforward, but when you add brand stories into the mix, you can easily add the human touch and reach the customer’s level. 

You can communicate your brand story by speaking about your values as a brand along with the mission you intend to accomplish through the products you sell. When you become more open with your advocacies, you get to connect with your customers on a human level, inspiring them to help you succeed by purchasing your products and eventually becoming patrons of your brand. 

But while it’s important to communicate these stories to your customers, it’s necessary to be transparent to help your products qualify as the moral choice for them. Transparency and honesty will enable you to leave a lasting impression on your customers. 

  • Amazon Brand Stories can move emotions and reduce returns and negative reviews

When customers start to look for products, they are mostly driven by emotion and the need to resolve a problem. Because of this fact, it makes sense to use language that speaks to those emotions in an informative, yet empathetic way that isn’t pushy nor salesy. 

Let your customers identify themselves in your content from start to finish by highlighting the common problems that your product resolves up to the results that your products have achieved over the years that customers have consistently repurchased it. 

To reduce return and negative reviews, it’s best to not just make your customers aware of your brand through brand awareness strategies but to get involved in maintaining positive Amazon product reviews. 

It’s common for first-time visitors of Amazon product listings with stellar reviews to move up faster through the consideration process when they’ve seen other customers’ previous positive experiences. Not only will this convince them to make a purchase, but it will give them an impression that your products must be good if many people have attested to their effectiveness. Good Amazon reviews will enhance your brand’s reputation, therefore increasing your conversion rate significantly.

  • Amazon Brand Stories help brands differentiate from other brands

If there’s anything any brand wouldn’t like to happen is to be mistaken for another brand with similar niche products. By using the brand story feature, you can separate your brand from your competitors. You can do this by highlighting your brand’s unique value proposition (USP) by adding greater detail and value to your products through videos, graphics, written content, and infographics on your product listings. Doing this will not only educate your customers about your brand, but it also levels up their shopping experience, giving them knowledge about how your products compare to the others in the same niche. 

Keep your homepage concise

Tailoring your customers’ experience on your Amazon Store can change how your customers see your brand. If you make the process quicker for them to find what they need, customers will find it easier to trust your brand and its products. To accomplish this, it’s important that your branding is consistent from its colors to the messaging you use. 

Consistency also affects the way you lead them to your products. When you’re consistent with the way you organize the products in your Store and the way you impart your message, your customers become more aware and familiar with your brand.

To help sellers organize their Amazon Storefronts, Amazon has 3 homepage design templates that help them highlight specific products and achieve different results:

  • Marquee

Marquee design templates are best used for home pages and brand stories that have products in multiple categories. It allows brands to display product types on one page. Sellers may also feature a brand gateway through this template by adding sub-brands. This template also works well when you want to display high-resolution images and videos on your product pages.

  • Product Highlight

In its name, product highlight templates are used to showcase flagship products or your best-selling products. Similar to the marquee template, the product highlight template also makes use of high-quality images that are supported by great content and your brand message. This template is best used for your Amazon Storefront, especially if you have a smaller selection of products that you want to include a brand story.

  • Product Grid

Unlike the product highlight template that showcases a large number of specific products, the product grid template displays a selection of eight products in grids. By displaying multiple products on a page at once, your potential customers will be able to see full lines of your products along with the related products that may or may not complement each other or be in the same category. 

See how Amazon’s Store Page templates compare to each other here.

DOWNLOAD: 5 Creative Ways to Level Up Your Amazon Storefront Infographic


Creating an attractive and high converting Amazon Storefront can be simple when you have the right ideas on what needs to be included and highlighted no matter the season or type of advertising campaign you’re running. It’s even made easier with Amazon’s Storefront templates that you can easily select from depending on what you need. What matters most is that you conduct extensive research before you decide on what your Amazon Storefront will contain, highlight, and which elements to include in order to help your customers who are specifically searching for products within the categories you provide products in.

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