Amazon Stores have slowly become an essential part of your e-commerce presence. <\/p>\n\n\n\n
Amazon Stores\u2014those digital storefronts that registered brands can make, showcasing their messaging and a few of their key products\u2014now often show up high in the search results on Google. <\/p>\n\n\n\n
Plus, many brands link their Sponsored Brands ads back to their Amazon Stores. So a good portion of your ad spend is going to hinge on the effectiveness of your digital storefront. <\/p>\n\n\n\n
That\u2019s all to say, your Amazon Store matters a lot<\/em> these days. You want to make sure you are putting your best foot forward with it. <\/p>\n\n\n\n As we\u2019ve written before<\/a>, the Amazon Store has a few different components: <\/p>\n\n\n\n <\/p>\n\n\n\n But what is the best way for your specific brand to pitch itself? Ultimately, that answer is going to vary from brand to brand. The solution is to be nimble and data-driven about what you display on your storefront. <\/p>\n\n\n\n If the data says your storefront isn\u2019t working, you should change it up. If you don\u2019t, you risk wasting your Sponsored Brands ad dollars. <\/p>\n\n\n\n We\u2019re thinking a lot about Amazon Stores because we just added API access to Amazon Store metrics to our Intentwise Analytics Cloud<\/a> product. <\/p>\n\n\n\n Our clients can now easily connect Amazon Store metrics to their own dashboards, so they can see what\u2019s working and what isn\u2019t in a single, automatically updated view. <\/p>\n\n\n\n Even if you\u2019re not a customer of ours, you can still track a lot of data in your Brand Analytics. It\u2019s just going to be a lot more cumbersome to keep an eye on than if you piped it all into a dashboard. <\/p>\n\n\n\n So what kind of data is available? Amazon lets you see high-level insights on your storefront, such as the numbers of visitors, the number of views, and the number of units sold.<\/p>\n\n\n\n These data points help you see a top-line portrait of how your Store page is performing. That\u2019s important context to have. But of course, to ensure your Store is as strong as you need it to be, you should also get more granular. <\/p>\n\n\n\n Big picture, you want to answer a few questions about your Amazon Store: <\/p>\n\n\n\n <\/p>\n\n\n\n Thankfully, Amazon does give you data on how the products you display on your Store are performing. <\/p>\n\n\n\n When you look at the Brand Analytics dashboard, you\u2019ll be able to see the following data points on the product level: <\/p>\n\n\n\n <\/p>\n\n\n\n So how do you use that data? <\/p>\n\n\n\n Pay close attention to your conversion rate<\/strong>. If your Amazon Store is not converting well, that means you are letting your SB spend go to waste. <\/p>\n\n\n\n You can have the most sophisticated ad strategy around, after all, but if your ads lead back to subpar content, then it\u2019s all for nothing. <\/p>\n\n\n\n So what\u2019s a good CVR for your Amazon Store? It depends a lot on your category. But we think a good rule of thumb is to compare your storefront CVR to your product page CVR. <\/p>\n\n\n\n Basically: If your storefront CVR is more than 15 percentage points lower than your product page CVR, then it might be time to change up your storefront. <\/p>\n\n\n\n Re-arrange the products on your Amazon Store.<\/strong> All of the Store data is available at the product level, which means you can really quickly see which products are not working well for you. <\/p>\n\n\n\n Again, compare each product\u2019s CVR from your Store page to the CVR on the regular product page. Is one of them really underperforming expectations? Then it\u2019s probably time to remove that product from your storefront and feature something else instead.<\/p>\n\n\n\n If you use the Amazon Console, these comparisons involve a lot of tedious clicking back and forth. With Intentwise Analytics Cloud<\/a>, of course, you can build a single view where all of these data points co-exist. <\/p>\n\n\n\n Feature your products with high New-To-Brand rates<\/strong>. Ultimately, your Amazon Store is designed to bring in shoppers who aren\u2019t deeply familiar with you.<\/p>\n\n\n\n What\u2019s a surefire way to bring someone new into the fold? Products with higher New-To-Brand rates<\/a> are proven to grab the attention of shoppers. They\u2019re safe bets to highlight prominently on your storefront. <\/p>\n\n\n\n We recommend calculating the New-To-Brand rates for your products, and decide what to highlight from there. In the Ad Console, you can get New-To-Brand data automatically for Sponsored Brands ads. <\/p>\n\n\n\n To calculate it for Sponsored Products ads, however, you\u2019ll need to use Amazon Marketing Cloud<\/a>. <\/p>\n\n\n\n\n
What insights are available for Amazon Stores? <\/strong><\/h3>\n\n\n\n
Figure out if you\u2019re showing off the right products on your Store<\/strong><\/h3>\n\n\n\n
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