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.
Amazon Stores are essential for brands because:
- Allows brands to showcase all products, including new products and product lines
- Increases same brand sales
- Drives added organic Amazon traffic
- Unique, branded landing pages for brands
- Connects to Headline Search Ads for valuable added sales
- Educate customers on your brand and offering
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:
What data is available about my store?
Stores Insights provides you with daily and aggregate views of your store’s performance. Metrics by traffic source and by page are available, including:
- Daily visitors: Total unique users or devices that viewed one or more pages on your store in a single day.
- Views: Number of page views during this time period. Includes repeat views.
- Sales: Estimated total sales generated by store visitors within 14 days of their last visit. Units and sales data are only available as of December 25, 2017.
- Units sold: Estimated total units purchased by store visitors within 14 days of their last visit.
- Views/Visitor: Average number of unique pages viewed by a daily visitor to your store
You can access analytics from the store builder, or from the Stores main page.
What are the different traffic sources available?
There are 4 traffic sources Amazon measures:
- Amazon Headline Search ads: Traffic from Headline Search ads on Amazon.
- Amazon organic traffic: Traffic from within Amazon, including from search results or brand detail page links.
- Tagged sources: Traffic being tracked with a custom source tag. You can create source tags for different traffic channels to get granular traffic tracking by source. Tagged sources data is only broken down to individual tags when it meets our data count threshold within your selected time range.
- Other: All other traffic sources not categorized.
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.
One of the greatest features of Amazon Store Insights, we believe, is the ability to create source tags and track the success of driving external marketing efforts to Amazon. This allows brands to know which efforts, off or on Amazon, are driving the most conversions, and then allows for the ability to refocus their budget behind those efforts, increasing return on ad spend.
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.