We’ve said it before and we’ll say it again: ecommerce is the future of retail. Amazon provides a massive platform brands can leverage with a simple framework that marketers can make their own. Here’s what you need to know based on top Amazon Store examples:
- Maximizing product categorization allows for deeper consumer discovery and more purchase potential.
- Taking advantage of video is a great way to grab attention and give shoppers an in-depth product view.
- A bold, visual-first approach that incorporates your brand aesthetic helps you stand out in a crowded marketplace.
The Retail Experience Reimagined
The more time the world spends at home, the more creative we’re getting about fulfilling our daily needs. Concerts and DJ sets have gone virtual. Weddings, baby showers, and family events are being held on Zoom. And then there’s shopping. Ecommerce is far from new, but recent times have seen many businesses take their first foray into selling online and it’s causing a major shift in the experience for shoppers. Marketers have recognized that scrolling through pages of product can be more involved and interactive for customers — and that’s when they turn to Amazon Stores.
Think of your Amazon Store as your IRL storefront and your website combined. Instead of uploading products into the void and hoping users will search for them, you can create a unique branded landing page with a custom URL, campaign photos, videos, and categorized product pages for shoppers to explore. The best part: no coding required. Ready-made templates make it easy to pop in your creative and publish to Amazon’s massive audience. But simplicity of use doesn’t mean you have to simplify your style or story. Getting granular with the visual details is key to success.
Add Convenience with Categories
One of the biggest benefits to using Amazon Stores is its product discoverability. When consumers search for items in the Amazon search bar, they’re given a list of items from different brands that fall under the same category. With a Store, they can search through the offerings of a single brand and find items from different categories they didn’t know were available. It’s the digital equivalent of “window shopping” and, let’s be honest, the appeal of the window can be hard to resist.
Personal care giant Conair uses bright colors and sleek product shots to differentiate their expansive catalogue. Visitors can shop by product type, or check out the “Get Inspired” page to shop by product color and finish, specific hair needs, and more.
Whether they’re working hard or hardly working, consumers can find the tech they want at Dell’s Amazon store. The brand understands its audience and gives them the option to search by type (laptop, desktop), sub-brand (XPS, Alienware), or need (gaming, home office).
Toy sales are booming right now, so it comes as no surprise that the industry’s top brands are testing out new ecommerce strategies. Lego’s Amazon store helps at-home parents find appropriate entertainment for their children by age, theme, and interest.
Captivate with Video
Studies continue to show the rise of online video consumption and its value to marketers, which is why brands must seriously consider its place in their digital retail spaces. On Amazon, video provides an opportunity to showcase the size and real-time use of products for people who can’t test them at a brick-and-mortar location. It’s also a quick, effective way to tell your story and give some context for new customers. There’s no need to create extra content here — this is a perfect space to repurpose video campaigns made for TV, streaming services, or social media channels.
Maintaining clean, disinfected surfaces is more important than ever before, which helps Lysol’s “What it Takes to Protect” slogan pack an extra punch on its Amazon store. The brand highlights its dual-action wipes in a 30-second spot placed at the top of their product feed and it stands out in a major way.
Eco-friendly cleaning brand Seventh Generation drives home its message in just 15 seconds. When you visit the store, a detergent ad immediately fills the screen and it expertly delivers the brand’s ideals before customers see a single product.
DeWalt has a storied past and it’s on full display at their Amazon Store. The largest and longest video of the bunch, this 90-second clip shows off the tool and equipment brand’s vast product range in action and it’s completely compelling.
Brand DNA on Full Display
The same love and care that goes into real-life product displays can (and should) be put into Amazon Stores. Creating a strong identity through brand colors, slogans, and campaign imagery helps you stand out in the digital marketplace just like it would in the physical retail space. Bulk uploading product shots may be a time saver, but careful photo selection and header design is more likely to convert. Consider the images that resonate with your social media audience. What content are you using to drive them to the store in the first place? Visual consistency reinforces your brand DNA so audiences understand who you really are and why they should shop with you.
With 100 years under its belt, it was a no-brainer for KitchenAid to splash its iconic shade of red across its Amazon Store. And they didn’t limit it to products — even the recipe video page pops with red from bright berries to tomatoes and beets.
Those looking to level-up their at-home entertainment are turning to brands like PlayStation. The team at Sony’s gaming handle chose its shoppable blue shade as the predominant store color and it makes a big impact.
Optimize Your Store to Maximize ROI
So, you took the time and set up a beautiful Amazon Store. Does it have an effect on the numbers? See for yourself. Similar to any digital platform, selecting the right visuals is key to maximizing ROI. Amazon cites that adding a brand story, enhanced images, and specific text placement can increase conversion rates, traffic, and sales when used effectively. Brands that register for Stores get access to an insights dashboard where teams can check sales and traffic to get a better understanding of what drives revenue. When it comes to ROI, that’s priceless.
Header image: @conair
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