There’s never been a better time than now for an Amazon seller to seriously scale up. eCommerce is in the middle of an unheard-of boom that will accelerate its growth by 5 years. If you want your piece of the pie, though, it’s time to think beyond running a few simple Amazon listings. You need to transform your business into a brand that customers trust. Effective branding helps you build an asset you can sell to deep-pocketed investors for a lot more than your initial investment. So, how do you begin your journey towards a profitable payday? With an Amazon Brand Store.
Amazon Brand Stores are one of the easiest ways for you to scale your business, develop brand-recognition, and move up the sales rankings. That’s because when the A10 algorithm sees you utilizing the tools Amazon readily provides, it gives you more attention and inserts you into more search results.
Not only that, it gives you an easy spot to direct traffic to your listings from outside sources such as social media and other eCommerce stores you may have. A10 loves outside traffic, and will give you a BSR (Best Sellers Rank) bump in return!
If you’re not sure how to set one up, don’t worry! We’re here to help with a simple step-by-step guide. Before we begin, though, we want to take a step back and answer some questions you may have about how to set up an Amazon Brand Store.
NOTE: These steps should not be confused with how to set up an Amazon Affiliate Store! Some people confuse the two; an affiliate store is used to promote multiple brands/sellers in exchange for a commission.
An Amazon Brand Store is an online, customizable FBA storefront that allows you to display all of your brand’s listings in one central area. No coding experience is necessary; thanks to Amazon’s pre-built drag and drop templates, building your own professional-looking store is a relatively painless process.
There is no charge for building an Amazon Brand Store. The only requirement is that you have a Seller Central account that’s brand-registered. We highly recommend you become brand-registered, as it helps protect your listing from trademark theft and gives you even more opportunities to brand yourself with features such as A+ Content.
The short answer: yes! Amazon Brand Stores not only give you an opportunity to generate external traffic, but they also are your first step towards turning your business into a profitable asset. That’s because when you start building a loyal customer base. When more and more people trust your brand, your business’ value skyrockets!
Once you become brand-registered, setting up and submitting your Amazon Brand Store is done through your Seller Central account. The process is pretty simple: you select a template for your home page, fill it with content tiles, create your product listings, and submit it to Amazon. The approval process can vary from 2 days to 2 weeks.
Long story short: Amazon Brand Stores are absolutely worth building. Now that you have a little background info, let’s dive into the step-by-step process on how to create a brand on Amazon! We’ll also throw in some insider tips for optimizing it for your best chances of success.
Before building a storefront, your brand needs to be registered with Amazon. In order to do this, you have to have a valid trademark. Check out this interview with Anita Mar of Trademark Angel to learn how you can easily trademark your Amazon product and get the ball rolling!
Once you have a trademark, it’s time to go through Amazon’s registration process. Simply log into your Seller Central account and navigate to brandregistry.amazon.com. Once there, select the “Enroll a new brand” button.
This begins the process of registering your brand. The next step is to fill out the Brand Eligibility form.
After filling out this form, you’ll then be asked to provide Amazon with your trademark information.
Next up is submitting your brand characteristics. This involves providing basic information such as whether or not you manufacture your products, and where they are manufactured.
That’s it! After you submit your application, the approval can take anywhere from 2 business days to 2 weeks. Once you’re approved, it’s time to start building your store! Let’s jump into how to create an Amazon page.
Think of an Amazon store as a way of telling your story. Crafting a brand means more than just selling a bunch of products with a logo on them; it means building trust between you and your customers. When someone believes you are the most knowledgeable, reliable name in your field, they’re more likely to buy from you (and come back for return purchases!).
Luckily, Amazon’s made it easier than ever to make an attractive storefront that people want to browse thanks to their wide variety of templates. To begin, sign in to your Seller Central account and select the “Manage Stores” link at the top of the page.
Enter your store settings (name of your brand, logo, etc), and click next.
This is where things get interesting! After your basic info’s submitted, you can select from numerous templates. Each one offers unique layouts you can choose from to decide how you want to present yourself. Choose one that you think best represents your brand!
Remember: you want to tell a story that connects with your customers here. Don’t just use this as a place to display your products; throw in an About Us section and maybe a story of how and where your products are manufactured. The more work you put into presenting yourself as someone who’s passionate about what they sell, the better! Here’s a great example of a brand that proudly tells its customers who they are and why you should buy from them:
This example works so well because it does three things immediately: presents itself in a clean/simple manner, tells you a little bit about their brand, and provides links to different product categories all within one page. These factors add up to one clear message: “you can trust us with your business.”
Choosing the right template for your brand’s voice isn’t an exact science. Play around with all of them until you find the perfect fit!
PRO TIP: When creating your first store, Amazon will automatically give you a URL it thinks best represents what you sell. For example, it can assign you something like “amazon.com/womens-clothing.” Don’t settle for this! It can sound like a spammy mish-mash of keywords.
Instead, open a support case with Amazon. You can petition them to change the URL to your brand name (for example, “amazon.com/the-fashionable-fashionista”). It may seem trivial, but small touches like this add legitimacy to your brand. Every edge you can give yourself matters!
Congrats! You’ve found your perfect template! Now it’s time to start packing your storefront with content. This is where you can begin getting specific about the products you offer. Think of your storefront as a hub for everything you offer; each page leads to a unique idea you want to sell your customers on. Take a look at this, for example:
This product page beautifully displays a specific product with professional lifestyle photography, video, and effective copy. Not only does it provide useful information, it once again proudly broadcasts its brand and shows you exactly how it fits into your life. Use each of your product pages to tell a story that connects with your ideal buyer, and you’ll have a loyal customer base eager to tell all their friends about your brand!
Customers need to be able to browse your content as easily as possible. Attention spans are short and buying decisions are made in seconds. If someone has trouble finding what they want right away, they’ll probably just close the tab and move on. A fantastic way to ensure a smooth customer experience is with content tiles. Think of content tiles as doorways leading to different portions of your site. They don’t have to lead to a product. Content tiles that display different categories provide a clean, elegant way to navigate your storefront.
As you can see, there’s a lot of options available. Thanks to Amazon’s drag and drop functionality, laying out your store is a simple process. Don’t just use it for product categories, either! Devote a couple of content tiles to any deals you’re running (Bundles, buy one get one free, flash sales, etc). The less work a customer has to do to find your current offers, the better. Check out this example:
This storefront provides all of its products up front and center so you don’t have to waste time looking for them. On top of this, it also packs in a ton of useful information so you don’t have to go to each individual page to find out more! The key to a successful Amazon Brand Store is simple: remove as many barriers as possible between the Buy Now button and your customers.
When building a store, you’re mainly focused on the visual aspect of it. Don’t forget about the copy, though! Not only does it need to tell your ideal buyers a compelling story, but it also needs to organically fit in powerful keywords. Think about it: what good is all this work you’re doing if no one finds your page?
Don’t focus just on popular keywords, though. These end up costing a lot more than they’re worth, as they only bring in half-interested customers who may not actually convert.
Long-tail keywords are the name of the game here. These hyper-specific keywords boast fantastic conversion rates, are easy to own, and organically rank you up in more popular SERPs (Search Engine Result Pages). Learn more about how to find long-tail keywords that bring you the traffic you want here.
A surefire method for generating traffic is with limited time offers and coupons. Adding a sense of urgency makes customers more likely to purchase. Check out this article from our friends over at Landing Cube for tips on how to set up limited time offers/coupons that get results.
Another great way to get the attention you want is with a Store Spotlight!
Store Spotlights are a recent addition to Amazon’s advertising options that… You guessed it, spotlight your store! This type of campaign randomly grabs 3 products from your store and displays them at the top of any relevant SERPs. It is one of the easiest, most cost-effective ways to drive traffic to your storefront.
By this point, you should have everything you need to build an Amazon Brand Store that wows customers and showers you in conversions. Take the extra time to get your store right; we promise it will pay off! FBA success takes long-term vision. Establishing yourself as the number one brand in your field takes years of patience and trial and error.
We here at ZonGuru are here to help make that journey a little easier. Our all-in-one Amazon selling tool suite is made by sellers, for sellers to help you find, validate, source, and optimize Amazon products that convert, all backed by our data-centric sales methods and a team of experienced FBA pros.
Don’t believe us? Sign up for a free, no commitment necessary 15-minute listing consultation and check out the ZonGuru difference for yourself! Find out more here, and happy selling!
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