As competition on Amazon continues to increase, more brands are being forced to find new ways to differentiate themselves from the competition.
Leo Carrillo and AJ Swamy, our in-house experts on Amazon’s Marketplace and Client Services, recently presented at AdDiego 2018 to talk about this subject.
But more importantly – they showed attendees how these creative enhancements can improve the visibility and value proposition of your brand on today’s crowded Marketplace.
“You can no longer simply copy content from your Shopify store or website hope it will work on Amazon. You have to take a sophisticated brand strategy that includes media optimized for Amazon’s store and content pages.”
– Leo Carrillo, Marketplace Channel Analyst at CPC Strategy
Amazon Stores 101
If you are unfamiliar with Amazon Stores, you should know this creative feature allows brand registered Sellers & Vendors to design and create multipage catalogs to showcase their brands, products and unique value proposition on the Marketplace.
Want to learn more?
Don’t worry – we’ve got plenty of Amazon Store content to get you up to speed:
- Amazon Brand Stores | A Complete Guide (2018)
- Why You Should Be Driving Off-Amazon Traffic To Your Amazon Store
- Amazon Stores Insights: A Deep Dive Into Your Amazon Stores Performance
But the purpose behind this post is to show how brands across the Marketplace are leveraging Amazon Stores to drive real results, from an increase in sales to successful product launches.
From household names like Advil to upcoming brands like Bioganix – we will show you how every brand can benefit from an Amazon Store.
Why You Should Open an Amazon Store:
1. Increase Sales
Brand Success Story: Natrol
For more than 35 years, Natrol has been a leading manufacturer of Vitamins, Minerals & Supplements and is dedicated to empowering consumers to “Own Your Health” with the help of their top-selling products, Melatonin, 5-HTP and Biotin.
In Q3 2017, CPC Strategy launched Natrol’s first Amazon Store. Since, Amazon has released several upgraded Store features including:
- New templates
- Add to cart buttons
- Optimized category / product page layouts
- Better reporting
In June 2018, our Amazon Creative Team partnered with Natrol to deploy a fully upgraded version of Natrol’s Amazon Store – complete with the latest features to optimize for sales.
Utilizing Amazon’s latest Store features, our team of experts completely upgraded Natrol’s product grid and layout for their curated collection. We identified the optimal catalog and ASIN infrastructure to improve product visibility & sales volume.
We also implemented “ADD TO CART” buttons on select products to allow shoppers to buy directly from the Amazon Store home page. Thanks to new layout, we’re also able to provide additional written content for top performing products.
The results speak for themselves.
As a result – 30 days after the launch of their new Amazon Store, Natrol saw a massive 70% increase in sales.
“CPC Strategy was a great partner in the execution and launch of Natrol’s new brand store. The process was fast and efficient and the results really exceeded my expectations. I am excited to see how our new Natrol brand store impacts sales over the long term but early results provide much optimism!”
– Elan Vaknin, Director, Online Sales Channel, Natrol
2. Drive Brand Affinity
Brand Success Story: Bioganix
Bioganix, a dietary supplement seller wanted to differentiate their brand in one of the most competitive categories on the Marketplace.
According to an interview with Abis Hussain, Senior Marketing Officer at Relevium Technologies Inc. implementing Enhanced Brand Content and building an Amazon Store was critical for the success of BioGanix on the Marketplace.
Today, BioGanix currently offers 35 dietary supplement products and is considered one the best-selling products in the Health and Personal Care category on Amazon.
If you would like to learn more, you can check out our full interview with Hussain here.
3. Build Out Custom Pages
Brand Success Story: Advil®
Advil® is a household brand name for the NSAIDs pain reliever, ibuprofen. Today, Advil® is manufactured and marketed by Pfizer Consumer Products, a wholly owned subsidiary of Pfizer, a major pharmaceutical company.
Advil® wanted their Amazon Store to serve as an extension of their website. Our team worked in close coordination with the Advil® team to understand their brand style and guidelines, and implement that same creative wrapper across their Amazon Store product pages.
Our team also worked directly with Advil® to select the best hero images, graphics, and charts to educate consumers on product benefits.
We developed a series of custom pages including:
- Best Sellers – A curated collection of their top performing ASINs.
- Advil PM – A page featuring Advil® PM, a product that combines both a pain reliever (Ibuprofen) with a sleep aid (Diphenhydramine) for occasional sleeplessness associated with nighttime pain.
- Amazon Pantry – A page featuring select Advil® products only available via the Amazon Pantry program.
4. Educate Consumers On Your Products
Brand Success Story: Verilux
Founded more than 35 years ago, Verilux light boxes mimic daylight by providing full spectrum light without the harmful UV rays. For those who can’t get outdoors or there’s not enough natural light available, HappyLight® is a perfect product choice for improving health and overall well being.
Our team worked directly with Verilux to select the best hero images, graphics, and charts to educate visitors on the unique benefits of their light therapy technology.
We also integrated new creative to intrigue visitors to buy and use Verilux product(s). For example, we featured lifestyle image banners of customers actually using HappyLight® products in their home or office.
You can read Verilux’ entire case study from our team here.
5. Launch a NEW Product
Brand Success Story: Natrol
We mentioned Natrol earlier in the post. But what we didn’t discuss was in 2018, Natrol launched a new line of vitamin gummies.
Our Amazon Creative Team worked directly with Natrol to ensure the new product line would be a focal point in their upgraded Amazon Store. As you can see in the mobile images below – we selected the best hero images, graphics, videos, and charts to educate visitors on the unique benefits of their new line of products.