Amazon Stores have slowly become an essential part of your e-commerce presence.
Amazon Stores—those digital storefronts that registered brands can make, showcasing their messaging and a few of their key products—now often show up high in the search results on Google.
Plus, many brands link their Sponsored Brands ads back to their Amazon Stores. So a good portion of your ad spend is going to hinge on the effectiveness of your digital storefront.
That’s all to say, your Amazon Store matters a lot these days. You want to make sure you are putting your best foot forward with it.
As we’ve written before, the Amazon Store has a few different components:
- Your brand name
- Your brand logo, e.g. a hero image that introduces you to shoppers
- A+ Content that can range from a gallery of your products to a display of your top sellers
But what is the best way for your specific brand to pitch itself? Ultimately, that answer is going to vary from brand to brand. The solution is to be nimble and data-driven about what you display on your storefront.
If the data says your storefront isn’t working, you should change it up. If you don’t, you risk wasting your Sponsored Brands ad dollars.
What insights are available for Amazon Stores?
We’re thinking a lot about Amazon Stores because we just added API access to Amazon Store metrics to our Intentwise Analytics Cloud product.
Our clients can now easily connect Amazon Store metrics to their own dashboards, so they can see what’s working and what isn’t in a single, automatically updated view.
Even if you’re not a customer of ours, you can still track a lot of data in your Brand Analytics. It’s just going to be a lot more cumbersome to keep an eye on than if you piped it all into a dashboard.
So what kind of data is available? Amazon lets you see high-level insights on your storefront, such as the numbers of visitors, the number of views, and the number of units sold.
These data points help you see a top-line portrait of how your Store page is performing. That’s important context to have. But of course, to ensure your Store is as strong as you need it to be, you should also get more granular.
Figure out if you’re showing off the right products on your Store
Big picture, you want to answer a few questions about your Amazon Store:
- Are you showcasing the right products on your Amazon Store?
- Are your images and messaging enticing new shoppers?
Thankfully, Amazon does give you data on how the products you display on your Store are performing.
When you look at the Brand Analytics dashboard, you’ll be able to see the following data points on the product level:
- Your clickthrough rate, so you can understand the percentage of shoppers who actually visit specific product pages after seeing your storefront
- Your top-clicked product, so you can see if you’re highlighting the best possible products on your storefronts
So how do you use that data?
Pay close attention to your conversion rate. If your Amazon Store is not converting well, that means you are letting your SB spend go to waste.
You can have the most sophisticated ad strategy around, after all, but if your ads lead back to subpar content, then it’s all for nothing.
So what’s a good CVR for your Amazon Store? It depends a lot on your category. But we think a good rule of thumb is to compare your storefront CVR to your product page CVR.
Basically: If your storefront CVR is more than 15 percentage points lower than your product page CVR, then it might be time to change up your storefront.
Re-arrange the products on your Amazon Store. All of the Store data is available at the product level, which means you can really quickly see which products are not working well for you.
Again, compare each product’s CVR from your Store page to the CVR on the regular product page. Is one of them really underperforming expectations? Then it’s probably time to remove that product from your storefront and feature something else instead.
If you use the Amazon Console, these comparisons involve a lot of tedious clicking back and forth. With Intentwise Analytics Cloud, of course, you can build a single view where all of these data points co-exist.
Feature your products with high New-To-Brand rates. Ultimately, your Amazon Store is designed to bring in shoppers who aren’t deeply familiar with you.
What’s a surefire way to bring someone new into the fold? Products with higher New-To-Brand rates are proven to grab the attention of shoppers. They’re safe bets to highlight prominently on your storefront.
We recommend calculating the New-To-Brand rates for your products, and decide what to highlight from there. In the Ad Console, you can get New-To-Brand data automatically for Sponsored Brands ads.
To calculate it for Sponsored Products ads, however, you’ll need to use Amazon Marketing Cloud.
Luckily, this isn’t as daunting as it sounds: Intentwise Explore, our platform for AMC, has a built-in, customizable query that instantly sorts all of your products according to their NTB rate.
