An Amazon Shop, also known as an Amazon Brand Store, is a free way to present and advertise your own brand. The prerequisite for creating an Amazon Store is your own registered brand for which the store is to be created. For this reason, the Amazon Store is also called a brand store or brand store. In addition, the creation of an Amazon Store is only available to vendors and sellers.
In preparation for adding a store to Amazon, you should therefore have a business registration, an Amazon Seller Central (ASC) account and a registered brand. This blog post is for all those who have not yet created an Amazon store and would like to know the basics. By following these step-by-step instructions, creating an Amazon brand store should not be a problem.
Requirements for a brand store
In order to set up a brand store, the brand must first be submitted in the Amazon brand registration. This requires an application to the Amazon trademark registration. It is important to note that only the trademark owner can submit a trademark registration application, otherwise the application will be rejected. The trademarks must have a registered and active text or image-based trademark. This means that the trademark must be registered and active in all countries for which an application is to be submitted to Amazon. However, trademarks that have not yet been registered with some trademark offices are also accepted. Trademark registration provides various tools to help build and protect the brand and provide customers with a better brand experience.
First steps in setting up a brand store
After logging into Amazon Seller Central, the path leads via the“Stores” menu tab to the“Manage stores” item in the submenu. The registered brands for which an Amazon Shop can be created are displayed here. The next destination is the Store Builder, which can be accessed by clicking on the“Create/edit store” button to the right of the desired brand.
If the message “Error: Your trademark information is not available” (see image) is displayed after clicking on “Create/edit store”, the trademark is probably not yet registered in the Amazon trademark register. In this case, the trademark registration should be completed first. If the trademark registration has already been completed, you should contact Amazon Seller Central customer support for clarification. If the trademark registration has already been in process for some time, it is advisable to contact Amazon customer service and ask whether the application has already been reviewed. This can speed up the process considerably. A delay in the trademark registration may well occur and communication with customer service usually ensures that the problem is resolved quickly.
Amazon Store Builder
After the Amazon Store Builder opens, there are several options available for making various settings. First, the desired brand display name is specified. Additional statements such as “Shop now” or information such as “LLC.” should be omitted. The next step is to upload the brand logo. The image must be at least 400 x 400 pixels in size. The brand display name is used in the URL and in the breadcrumb navigation of the store. The ad name can be changed at any time. The next step is to create the Amazon store.
Amazon Shop Templates
Once the meta description has been entered, you will be prompted to select one of the four store templates. Three of these templates already have predefined modules, while the fourth is a blank template.
You can choose from the following templates:
- Marquee (for telling the brand story and displaying different categories)
- Highlighting (suitable for presenting flagship products)
- Product grid (for the simple presentation of many associated products)
- Empty (for an individual presentation of the brand and its products from the ground up)
Structure of the brand store
Before you can get started with the store design, it is advisable to first create a page structure. First, the subpages that the finished store should contain should be created. This makes it easier to link the subpages when designing the store. Up to three levels are possible in the page structure. A new page can be created by clicking on“Add page“. This automatically creates each page as a subpage of the currently selected page.
Layout of the brand store
The Amazon brand store is designed using a modular system. This means that no developer knowledge is required to set up such a store. The modules are put together using drag & drop and the individual subpages are customized according to your own ideas. You are free to choose how many and which products are placed. The stores are also directly optimized for mobile and tablet viewing, as this is a responsive grid. A responsive grid means that the images adapt automatically depending on the screen size and resolution. The store pages can be designed very flexibly overall.
Design elements of the brand store
An overview of the design elements is displayed on the right-hand side of the Store Builder. Clicking on the respective design element opens an editing window. The content, such as product widgets, sliders, videos, text elements and image teasers, can be added to a section either across the entire page width or in a single tile. The grid layout also allows you to choose from eight different layouts when dividing the sections. For example, a section can be divided into two square tiles, each of which can be subdivided into four further tiles.
Publication of the brand store
As soon as the design of the brand store is complete, it can be released to Amazon for review or scheduled for publication by clicking on“Send for publication” in the top right-hand corner. After this review, the brand store will be published automatically by Amazon.
Visibility of the Amazon brand store
Once your brand store has been published, customers are forwarded directly to the store when they click on the brand name under or above an Amazon product title. If there is no brand store, the customer is only shown a list of products. The Amazon brand store is therefore the better alternative, as the customer gets a direct and appealing impression of the brand and its products.
Each brand also has the opportunity to advertise the brand store it has created and thus be found through a specific search query on Amazon. This is made possible by (paid) Amazon Sponsored Brands advertising. The brand logo is then displayed with a separate banner above the Amazon search results and has a link to the advertised brand store.
Advantages of an Amazon store
An Amazon store can be used to highlight a brand’s special features with the help of appealing content. Potential customers get to know the brand better and gain deeper insights into the brand and the products on offer. In addition, brand affinity may be created, which subsequently enables long-term customer loyalty.
The Amazon Store creates additional, new traffic sources that are indexed by Google and ensure increased visibility on the web.
Conclusion
In conclusion, it can be said that opening an Amazon store is worthwhile on many levels, which is why we recommend that all brand owners open such a store. Above all, the versatile presentation options for your own brand and its products, the simple handling of the store creation and the fact that Amazon provides this useful tool free of charge make the Amazon Brand Store a must-have for all Amazon sellers.
