The below is an excerpt from the latest Amazon Weekly News Digest by Bobsled CEO & Forbes contributor Kiri Masters, a paywalled email that’s delivered to digest subscribers every Friday.
Last week, Amazon made the link to a brand store page more prominent on the product page, with terminology added: “Visit the [XYZ] store”, as a hyperlink, compared with previously just having the name of the brand linked under the product title. It is still not visible for all brands.
Amazon is becoming more transparent that the blue hyperlink actually leads to a Storefront of a brand. Not only does it look better than it used to, and creates a better branding opportunity, it may lead to more traffic to the Storefront.
The change was rolled out on Amazon Germany earlier this year and results have been positive. From the ecommerce director at Severin (leading small appliances brand in Germany): “Our brand store traffic almost doubled a day after the feature was implemented so I hope this trend will last and generate a few extra sales in the future.”
What this means for brands
More traffic to storefronts is great news because we get all sorts of great analytics from these pages, including data on traffic sources and conversion rates.
Storefronts provide a rare opportunity for brands to “own their real estate” on Amazon, and discuss their brand differentiators, showcase a wider assortment, and educate customers.
What you should be doing now is optimizing your brand storefront to achieve all of these goals, in anticipation of increased traffic coming to this page. We can’t wait to see the results of this change!
On the right: Bobsled CEO Kiri Masters
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The above is just a small snippet of Bobsled’s latest Amazon Weekly News Digest, which is delivered via email to subscribers every Friday.
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Tagged: Amazon Updates