UPDATE: (3/22/2018) Amazon has officially discontinued Amazon Brand Pages, an Amazon Marketing Services (AMS) advertising feature that allows brands to send their traffic to a customized landing page.
As seen in the screenshot below, the Amazon Brand Page Tab no longer exists and Amazon Brand Pages are officially deprecated.
So, where should sellers be sending their Headline Search Ads now that Amazon Pages is officially gone?
As of today, all Amazon sellers with a Brand Page should be directing their AMS traffic to their Amazon Store. Sellers who don’t already have an Amazon Store risk losing significant traffic (and potential sales) if they continue to send traffic to their (nonexistent) Brand Page.
Introducing Amazon Stores
Amazon now offers “Amazon Stores” a product that allows brand owners to design and create multipage stores to showcase their brands, products and value proposition on Amazon.
These multipage stores provide a curated collection of a brand’s products in a customized, brand-centric, shopping experience (as seen in the example below).
“The main benefit of Amazon Stores is to provide customized content to potential customers and to introduce prospective customers to your brand,” AJ Swamy, Client Services Manager at CPC Strategy said.
“Each page gives you the opportunity to brand it ‘your way’ with lots of supportive content and freedom. It’s basically like designing your own website on Amazon.”
Key features of Amazon Stores:
1. Multi-Page Experience – Multi-page Amazon Stores (up to 3 levels deep) can be used to exclusively showcase your brand and products. Customize the experience based on what your brand needs.
2. Store Builder – The intuitive and simple to use store builder empowers you to create engaging Amazon Stores. Easy-to-use templates are available that simplify the page building experience.
3. Rich Media Content – Support for rich media and content, such as text and images, helps elevate the shopping experience.
“In my personal opinion, these stores are a significant improvement over the older brand pages, and they allow Vendors to get more creative with the design,” Ryan Burgess, Marketplace Channel Analyst at CPC Strategy.
“You can include videos, a slideshow of photos, text, all sorts of content to really push new products.”
Amazon Brand Pages vs Amazon Stores:
According to Leo Carrillo, Marketplace Channel Analyst at CPC Startegy, not only do Amazon Stores offer better advertising features than Brand Pages, they also have a higher conversions rate – on average 5% to 10% higher than Brand Pages.
“For one client, we drove traffic from Headline Search Ads to a Brand Page for almost 6 months and generated about $42,000 in revenue. Once we heard Brand Pages were discontinuing, we decided to build out an Amazon Store.”
“Instead of driving traffic to the Brand Page we pushed shoppers to the Amazon Storefront and in just one week, we generated more than $2,000+ in sales on the same branded traffic!”
“All of our clients are asking about Amazon Stores now and in my opinion, it just makes sense to start pushing your AMS traffic there. There’s essentially no limit to how creative you can be within the Amazon Store templates.”
The sophistication and creative freedom within Amazon Stores can also help separate you from your competitors.
“This is creative your competitors might not have and if they do – it’s time to step up your game with video and features like user-generated content. Amazon Stores is an opportunity to communicate a unique story that will convince a customer to buy into your brand and take equity from one of your competitors.”
More on Amazon’s New Content Features:
Unless you’ve been living under a rock, you’ve probably noticed that Amazon is making a concentrated effort to provide vendors and sellers with tools to enhance the “brand” shopping experience on their channel.
In 2017, they rolled out a multitude of new features including:
- A+ Content
- A++ Content
- Enhanced Brand Content
- Amazon Stores (also sometimes referred to as “storefronts”)
At CPC Strategy, we understand that shoppers on Amazon value high quality content and creative. This is a major reason why we now have a dedicated team of experts available to work with our clients and develop a better shopping experience for their consumers on Amazon.
Not only do Amazon Stores & Enhanced Brand Content improve the aesthetics of brands on the Marketplace – it also drives traffic and increases conversions.
We’ve already seen significant success with brands like Serta and Zelite Limited.