Mastering the Amazon Brand Store: Your Complete Guide from A to Z for Brand Building on Amazon

Welcome to the ultimate roadmap for conquering the Amazon Store landscape! Whether you're a fledgling entrepreneur or a seasoned seller, this comprehensive SlideShare presentation is your go-to resource for navigating every facet of the Amazon e-commerce ecosystem. We'll start with the basics, guiding you through the intricacies of setting up your Amazon Seller Central account and understanding its interface. From there, we'll delve into the heart of successful selling on Amazon, exploring strategies for product research, selection, and sourcing. Learn how to identify profitable niches, source high-quality products, and conduct competitive analysis to gain a competitive edge.

Crafting irresistible product listings is key to standing out in the crowded marketplace. Our presentation will equip you with the tools and techniques needed to create listings that compel shoppers to click "Add to Cart." Discover the art of writing persuasive product titles, optimizing bullet points, and crafting compelling product descriptions that resonate with your target audience. We'll also dive into the importance of keyword optimization and image selection to enhance search visibility and drive conversions.

But success on Amazon isn't just about listing products – it's about understanding and leveraging the platform's algorithms and advertising tools to your advantage. Learn how to navigate Amazon's A9 algorithm and optimize your listings for improved search ranking and visibility. Dive into the world of sponsored advertising campaigns, from Sponsored Products to Amazon PPC, and discover how to craft effective campaigns that drive targeted traffic to your listings and boost sales.

Operational excellence is another cornerstone of Amazon success. We'll cover best practices for inventory management, order fulfillment, and customer service, ensuring that you're equipped to deliver a seamless shopping experience that delights customers and fosters loyalty. Explore strategies for monitoring seller performance metrics, handling customer inquiries, and managing feedback to maintain a positive reputation and drive repeat business.

Throughout the presentation, we'll draw upon real-world examples, case studies, and success stories to illustrate key concepts and inspire you to take action. Whether you're a solo entrepreneur or a seasoned e-commerce professional, our goal is to empower you with the knowledge and confidence needed to thrive in the competitive landscape of the Amazon marketplace.

So, are you ready to embark on your journey to Amazon Store Mastery? Let's dive in together and unlock the full potential of your e-commerce business. With practical tips, actionable insights, and a roadmap to success, you'll be well-equipped to achieve your entrepreneurial dreams and make your mark in the world of online retail. Let's get started!

1. Amazon Store: A to Z All about Amazon Store

2. Why should I build a Store? It’s not because those products aren’t important. They obviously are. But they’re one facet of your brand, not the entire conversation. Imagine someone you've just met is curious about your brand. How do you describe it? You probably don’t say “I have these products X and Y” and end it there. You can apply this idea to your brand on Amazon. Customers want to discover brands. They’re curious to see who they are. Stores give customers another way to browse, engage, and shop, and brands another way to connect with them in the process.

3. All information on Stores and brand shopping experiences. 3 Utilize Posts, Brand Follow, Amazon Live, and Stores to engage with shoppers throughout their journey. 2 Authentically tell your brand story through lifestyle and video creatives, showcasing your full product range for an optimal shopping experience Your Amazon Store is your brand's exclusive hub for shoppers to explore, interact, and purchase in one central location 1

4. Benefits of Amazon Store Curate as you like 03 Add videos, lifestyle images, and stories about your brand Integrate with Sponsored Brands 02 Combine with your advertising efforts to help drive discovery DIY Solution 01 You don’t have to be a designer or know how to code

5. Benefits of Amazon Store Stay informed 06 The Stores insights dashboard offers details on engagement, sales, and more Tell your brand's story 05 Express your brand's unique value to engage shoppers Promote your Products 04 Show your full catalog in one shoppable setting

6. Benefits of Amazon Store Livestream your content 09 Inspire and educate in real time with Amazon Live on your Store Authentic lifestyle content 08 Boost engagement by sharing inspiring brand content with Posts, auto-featured on your Store Grow your following 07 Boost Store engagement and expand your following through Brand Follow

7. Creating your Store Publishing your Store for the first time results in an average 8% sales boost the next month compared to non-participants. Stores introduce shoppers to your brand, sparking inspiration and encouraging return visits.

8. Create your homepage in the Store builder To create your Store, log in to the advertising console. Navigate to Brand Content, select Stores, and initiate the process. Begin by entering your brand name and uploading a high-quality logo (at least 400 x 400 pixels). Next, add a meta description for your homepage. This brief description aids search engines, so focus on articulating your Store's main purpose or call-to-action for improved SEO performance.

9. Pick your preferred template Educate shoppers on your full selection: Use the marquee template, enabling organized navigation through multiple subcategories Create product awareness: Utilize the product highlight template to showcase bestsellers or new launches, enhancing visibility Boost discovery and sales: Select the product collection template to highlight related products, showcase a shopping theme, or provide a comprehensive view of your catalog

10. Build your Store subpages Go beyond your homepage by adding up to three levels of subpages to narrate your brand story and showcase offerings. To create a page, click “Add page” in the Store builder, selecting from various templates. Opt for the product collection template to feature additional pages focused on top-selling products, catalog categories, deals, discounts, and seasonal items.

11. Additional tips: Build your Store subpages S imple and customer-centric organization, such as by category, product type, use, need, or theme. Example: For party supplies, group items by themes like birthdays, anniversaries, or bridal showers for easy browsing Beyond Products: Share more about your brand using text tiles to build pages on history, mission, and other details Flagship or Hero Product: Create a subpage highlighting benefits and usage instructions for a flagship or hero product Seasonal and Holiday Pages: Develop pages dedicated to seasonal or holiday-themed items for specific shopping periods Performance Boost: Advertisers adding at least 3 subpages to their live Store for the first time experience an average 115.5% increase in shopper dwell time in the next two months, compared to non-participants

12. Optimize your Store for mobile shoppers Create a mobile-optimized Store experience for your shoppers as you build or update your Store. Store Builder now allows you to easily create a mobile or desktop view of your Store. A version of your Store will automatically get created for the other device. Switch between device views to see the progress of your Store design in real time.

13. Choose your content tiles Once you’ve chosen your template and added your subpages, you’re ready to add the content that helps bring your Store to life. Using the tile manager, you can populate your Store with videos, images, text, and other products. Add, delete, and organize these drag-and-drop tiles to fit your goals and engage Amazon shoppers.

14. Stores content tiles Product tile Once you add your product, the product tile will auto-populate the price, primary image, and Prime status of the product. Full-width tiles enable additional information from the product detail page or your custom title and description. Image tile and image with text tile Images can help create a unique look and feel, demonstrate how products work, and provide inspiration. Use the Image with Text tile to overlay free-form text on or beside the image. Link the image to a Store page or product detail page.

15. Stores content tiles Shoppable collection images tile Use this tile for lifestyle images showcasing products in various settings or collections. Clicking on featured products reveals basic details like name, price, ratings, and Prime status. Shoppers can add the product to their cart or navigate to the product detail page. Text tile Text tiles allow you to provide more information about your brand or products using free-form text. You can link to a page within your Store or to a product detail page by adding a ‘Shop now’ or ‘Learn more’ button below the text.

16. Stores content tiles Video tile Videos can be added to split-section tiles and full-width tiles to further tell your brand’s story. Be sure to remove any links or references to external websites from your video before uploading it. Product grid tile This grid tile showcases products with details like name, image, price, star rating, and actions like "Add to Cart." Manually select or discover products by keyword, with a minimum of four required for this tile.

17. Stores content tiles Gallery tile The gallery tile supports between three to eight images that are at least 1500x750 pixels. Use this to capture multiple shots from your brand. Best-selling products tile An easy, automatic way to highlight your bestsellers. When selected, this tile auto-populates to reflect your top products and will update as new ones reach that status.

18. Stores content tiles Recommended products tile This tile automatically generates products for each visitor to your Store based on their purchases and preferences. Featured deals tile If you have active promotions for any of your products, use the featured deals tile to display those promotions automatically.

19. Stores content tiles Background video tile Background videos let you make a bold visual statement with your Store. Your video will auto-play and loop silently for visitors, as well as create a background for your page. Product collection tile Product collection offers you the same great functionality as a product grid—including add-to-cart, quick shop, and the option to automatically hide out-of-stock products—while also providing the flexibility to add up to five unique collections on the same page.

20. Review and publish Check for typos, errors, and inaccuracies in your content Ensure mobile and desktop compatibility using the preview option Use high-resolution, well-lit, and well-cropped images Confirm content compliance with Store policies before submission Submit or schedule your Store for publishing Monitor moderation review status in the Store builder Once approved, your Store publishes automatically Consider creating scheduled versions for events, launches, or updates

21. Simplify browsing with engaging visuals and text With Stores, you have the flexibility to add a range of content to each page to bring your brand to life. Making strategic choices about what appears on each page—from images and videos to written text—can help capture the attention of shoppers and get them excited to spend more time in your Store exploring your brand.

22. Simplify browsing with engaging visuals and text: Visuals Advertisers who add a video to their Store for the first time see an average 43.7% increase in shopper dwell time in the next two months, compared to those who don’t. When building or updating your Store, you can choose from a number of different tiles designed to help your products shine.

23. Simplify browsing with engaging visuals and text: Video Harness the power of video to distinguish your brand and products. A Wyzowl study reveals that 69% of customers prefer learning about new products through video rather than text or infographics. High-quality videos forge meaningful connections, offering key product information beyond images or text—showcasing performance under challenging conditions or real interactions with your brand.

24. Use video to help Drive more sales of your top products by showcasing bestsellers Build brand awareness by highlighting your unique selling proposition and sharing your story Increase consideration of your products by demonstrating them in action Develop loyalty among new and returning customers by introducing new products To add a video to your Store, just use the video widget within your Store builder to upload the video file and a cover image

25. A few more tips for adding video Place your video on the homepage for quick customer engagement and extended Store browsing. Feature the video in a relevant category sub-page alongside the highlighted product for easy learning and one-click cart addition. Utilize the background video widget for automatic, silent playback and continuous looping in your Store. Ensure video compatibility by reviewing our specifications to troubleshoot any issues.

26. Optimizing Your Store with Creative Assets During Store creation and updates, leverage creative assets to locate your brand’s videos, images, and logos across Amazon, including self-service ad campaigns. Use the advertising console's creative assets feature to store, manage, and reuse visual content seamlessly. Upload files in bulk, and efficiently find them with custom tags and ASIN labels.

27. Encourage browsing with product collections tile Product collections let you display up to five curated groupings of products on one page, offering flexibility in grouping by category, shopping interest, new product lines, or seasonal items. Assign each collection a unique lifestyle image and name, visually engaging shoppers as they browse. Each collection can feature up to 60 products.

28. Other image tiles: Shoppable Images Inspire customers with rich lifestyle images showcasing products in various settings or complementing collections. Make featured products shoppable, allowing customers to click for basic information like name, price, ratings, and Prime availability. They can easily add the product to their cart or navigate to the product detail page.

29. Other image tiles and widgets Image tile and image with text tile: Images can help create a unique look and feel, demonstrate how products work, and provide inspiration. The image with text tile allows you to add free-form text over or beside the image. You can also link your image to a page in your Store or to a product detail page. Product grid tile: This tile displays a collection of at least four of your products in a grid format to help customers quickly view product information like images, price, star ratings, and shipping options. The product grid will also include an “add to cart” button to help customers easily make a purchase after discovering your items.

30. Copy Stores are a design-led shopping experience on Amazon, but the text—or “copy”—on your pages can have just as big of an impact. Detailed and descriptive copy is key in building a connection with shoppers and helping them understand how they could use your products. Your Store is a unique opportunity to pair lifestyle imagery and design elements with copy to showcase your brand and products. Let’s explore how to create impactful copy on your Store pages that can make for a strong customer experience.

31. Tone Tone represents the general character or attitude your words are conveying about your brand. Just as color can help reflect different emotions, so can the use of tone in text. Aligning these two elements to create a cohesive visual and textual tone for your Store will help create a memorable Stores experience. Your Store’s tone should reflect your brand voice and identity. As a general best practice for Stores, copy should usually convey a helpful and positive tone. This will create a clear, educational, and engaging shopping experience.

32. Headers and unique selling propositions Headers: The initial text on your homepage, the header sets your brand tone. Include your brand name and consider adding a slogan or tagline. Unique Selling Proposition: The unique benefit that sets your brand apart. It's crucial for your Store, appearing prominently on the homepage.

33. Example t emplate to write your unique selling proposition: [Brand] offers [product] for [audience] to [value proposition or key point of differentiation that solves the audience’s problem]. For example, here’s how one fictional brand might write their unique selling proposition: Krazy Kanvas offers a wide selection of wild prints and ornate frames that can take the walls of your home from ordinary to extraordinary.

34. Final copy tips Copy should enhance customer experiences and mirror your brand's tone Use clear, simple words for accessibility Craft short, impactful sentences to convey information effectively Vary formatting for readability; consider bulleted lists for benefits When editing, ensure clarity, necessity, correctness, and value Check for policy adherence, avoiding pressuring language or unsubstantiated claims

35. Build your brand and support your business goals Creating unique, compelling brand shopping experiences can help support your full-funnel marketing strategy at every stage. Let’s explore some brand-building strategies based on several different business objectives.

36. Build awareness For engaging new customers or launching a product, treat your Store as an educational destination. Craft a compelling top-of-homepage experience with vivid images and videos to bring your brand and products to life, offering shoppers quick details.

37. Drive consideration/purchase If the objective for your Store is to drive more sales, design your page to showcase the top products that you want to highlight. Use the widgets below to make it easy for customers to add products to their shopping carts directly from your Store on both desktop and mobile.

38. Build loyalty and upsell If you’re looking for a new way to build loyalty among shoppers and upsell your products, tailor your Store page to returning customers by highlighting best sellers, as well as related and complementary products frequently bought together.

39. Tips Header: Craft a strong header with a concise tagline, brand logo, and lifestyle images to encourage customers to explore further Image with Text Tiles: Utilize this widget to communicate your brand's value proposition and educate customers about your product collection with inspiring images Videos or Background Videos: Enrich your Store's content by using video tiles to tell your brand's story and showcase featured products prominently on the homepage Product Tiles: Promote featured products, showcase details, and include an "add to cart" button using this widget Livestream: Leverage Amazon Live content to inform shoppers about key product features, benefits, and special offers, aiding confident purchase decisions Posts: Share engaging lifestyle images through posts to inspire shoppers and encourage consideration for your products

40. Create brand shopping experiences In addition to Stores, you can access other free tools to build your brand’s presence on Amazon. Using these products together can help you establish a consistent brand presence across Amazon and connect with shoppers in multiple placements beyond your Store, like on product detail pages and in livestreams. In turn, these tools can help you drive purchases and turn those connections into lasting customer relationships.

41. Amazon Posts Posts build an emotional connection with US shoppers in discovery mode. Share authentic lifestyle content to reach and drive consideration. Explore posts in Stores, product detail pages, and feeds. Use posts at no cost to share branded lifestyle content, driving traffic to your Store, brand feed, product pages, and gaining followers.

42. Posts to showcase products and grab shoppers' attention Boost brand visibility: Explore posts across various Amazon placements, including product detail pages, facilitating a seamless transition from inspirational content to shopping your full selection Show your products in action: Visualize products in realistic settings using engaging lifestyle imagery, inspiring shoppers to consider them for purchase Increase visitors to your Store: Directly navigate to your Store from posts, driving engagement and exploration. Brands with a Store witness an average 8% increase in new-to-brand shoppers after launching on Posts

43. Posts to showcase products and grab shoppers' attention Drive consideration: Posts link directly to product detail pages, creating a seamless way to help casual browsers consider your products for purchase Grow your following: Use Posts to increase your brand following; shoppers can click through to follow your brand on Amazon. Brands active with Posts have 325% more followers on average than those who aren’t Curate a cohesive brand identity: Leverage creative assets in the advertising console for a consistent brand identity across posts, Store, social media, and more

44. Places for shoppers to see your posts across Amazon Automatic Placements: Your posts can appear on product detail pages, within a dedicated subpage in your Store, and in dynamic content feeds for related products and categories Brand's Dedicated Placement: Create 10 live posts following content guidelines to appear on your product detail pages, offering a unique opportunity to feature branded content where customers consider your products Placements for your posts: Store Feed / Detail Pages Carousels / Category Feed / Related Feed

45. Getting started with Posts If you sell on Amazon, you can start using Posts, even if you’re not advertising with Amazon. Step 1: Register for a Posts profile at posts.amazon.com Step 2: Upload your logo and confirm your brand name, which will be displayed in the post’s header section Step 3: Craft or schedule a post by uploading an image, adding up to 10 products, and a caption. Highlight product features, emphasize branding, and convey your call-to-action

46. Ideas for your Posts content Keep customers informed about upcoming promotions, releases, and restocks with Posts. Boost visibility by posting about: Products with deals High-conversion best sellers New catalog items for launches Holiday or seasonal products Posts featuring top-selling products average 57% more viewable impressions and 51% more clicks compared to other products.

47. Consider our Posts best practices Prepare and schedule a batch of engaging posts in advance. Create, edit, or withdraw posts anytime. Post frequently for increased display and follower growth. Frequency and Quality: No posting limit ; frequently share high-quality content for better display chances and follower growth Relevance and Engagement: Ensure relevance to your category and audience. We automatically showcase posts in related and category feeds based on relevance and engagement Imaginative Content: Use lifestyle photography and descriptive captions aligning with your brand's personality. Tag multiple products in each post to showcase collections

48. Consider our Posts best practices Leverage Creative Assets: Use the advertising console to pull existing brand images, ensuring a consistent visual identity across Amazon and other platforms like your Store, ad campaigns, and social media Image Best Practices: Avoid white backgrounds, crowded images, or those with text, buttons, or icons for clarity and quicker understanding. High-quality images following these practices enhance customer experience and build trust Caption Importance: Craft captions to complement images. Highlight product features, share brand stories, or support new launches based on your strategy. Lead with crucial information for quick understanding Positive Customer Experience: Maintain a positive customer experience with approachable language in captions, reflecting your brand's personality and story

49. A few tips for creating engaging images Image Impact: The image is key to standing out . No need for expensive equipment; mobile phones work well. Showcase your product in a lifestyle or specific use case. Create diverse posts for broader customer relatability Mobile-Friendly Approach: Over 90% of post views are on mobile. Opt for mobile-friendly aspect ratios like square or vertical (9x16, 4x5, 1x1) for a more engaging experience

50. Use proper lighting and contrast: Ensure ample contrast between your product and background. Avoid the product getting lost amid other elements by providing adequate lighting Know the rule of thirds: Apply the rule of thirds for a balanced composition. Position your product at the intersection of lines for optimal focus Create a single focal point: Consider your product's dimensions. For vertical products like bottles, use a vertical image (1080x1920 pixels, 9:16 aspect ratio) to maintain focus. Avoid overly small or large images for optimal viewing on mobile devices Follow lifestyle photography best practices:

51. What to avoid Overlay Text Caution: Avoid excessive overlay text; it can distract or get cut off. If used, keep it complementary, covering less than 25% of the image or being smaller than primary subjects. Collages and Complex Images: Discourage collages, multi-step instructions, or separate images. They may be challenging for customers. Keep it simple for better comprehension. Avoid Packshot Images: Refrain from packshot images; they lack inspiration and duplicate content. Shoppers already see such images on search results and product detail pages. Realistic Imagery: Avoid unreal or fake-looking images to maintain shopper trust. If combining images, ensure consistent lighting and shadows for integration and realism

52. Brand Follow Brand Following Benefits: Customers can follow brands for a personalized shopping experience on Amazon. Followers may see more brand content and receive emails, enhancing engagement. Follow Process: Shoppers can follow brands by hitting the Follow button on any Store, post, thank-you page, or Amazon Live stream. Followers can access brand deals on their homepage, receive push notifications for Lightning Deals, interact with content in the Follow Timeline, and get notified when brands they follow go live on Amazon Live.

53. Tips for growing your following on Amazon Automatic Enrollment: No extra action needed for brand enrollment in Follow. Grow followers by: Creating an engaging Store experience with your unique URL Posting frequently for brand recall Encouraging social media followers to follow your brand on Amazon Follower Growth Stats: Brands with 10+ live posts have 473% more followers than those without, and 247% more than brands with less than 10 posts.

54. R e-engage your followers with your brand Highlight deals: Your followers can view featured deals from brands they follow on their Amazon homepage. Create content: Share compelling posts that align with your followers’ interests. Go live: Use Amazon Live to give your followers a behind-the-scenes look at your brand and products. Promote new products: Using the Amazon Customer Engagement tool, you can email your followers directly to help nurture customers relationships and drive awareness for new product launches.

55. Amazon Live Amazon Live is designed to inspire, educate, and entertain customers in a format that allows real-time brand interaction. Amazon Live helps give customers confidence to consider new brands and make purchase decisions.

56. Get started with Amazon Live Drive awareness and consideration: Introduce shoppers to your products and provide them with the information they need to make confident purchase decisions. Educate shoppers: Inform audiences on product features, benefits, and special offers in an interactive environment with live product demonstrations. Connect in real time: Engage with customers using Amazon Live’s chat feature, answering questions and providing information in real time to help drive connection.

57. Livestream on your Store homepage Livestream Visibility: Livestreams using Amazon Live Creator app appear on the US Store's homepage for 24 hours after the stream ends. Engage customers during and after the livestream, sharing special announcements seamlessly within your Store.

58. Increase traffic to your Store You built a Store, and now it’s time to help more shoppers find it. We’ll look at four ways to help generate traffic and engagement.

59. Sponsored Brands Sponsored Brands Overview: Amazon's self-service advertising solution displaying select products in shopping results, featuring brand logo and custom headline. Campaign Options: Drive customers to a new landing page or your Store. Linking to a Store with three subpages is recommended for deeper engagement. Advertisers linking to a Store saw a 2x increase in Store engagement, with a 55% rise in product detail page views and 15% sales increase.

60. Byline Byline on Product Pages: Byline, in blue text near the product title on detail pages, generates organic traffic to your Store. Interested shoppers can click the byline to access your Store. Tips for Correction: If the byline doesn't lead to your Store, contact Seller or Vendor Central support. Provide product names and your Store URL for assistance.

61. Posts Drive Store Visits with Posts: Posts boost Store visits as shoppers inspired by content can click through to the Store. This ensures a seamless shopping experience for customers transitioning from content discovery to exploring your brand and considering products.

62. Bring external traffic to your Store Expand Reach Beyond Amazon: Share your Store link in social media, email campaigns, and on your brand's website to attract off-Amazon audiences. Track Engagement: Utilize the Stores insights dashboard to monitor and measure engagement from these external sources visiting your Store.

63. Leverage SEO for off-Amazon search results Stores pages' URLs are part of Google's Sitemap, guiding search engine crawls and indexing. Bylines with the same brand name have a canonical URL with Store and page name, aiding search bots in understanding relationships and hierarchy. Store pages on android and iOS devices deep-link shoppers to the Amazon Shopping App, directing them to the Store page if the app is installed.

64. Create a strong “above the fold” experience Prioritize a well-structured and mobile-ready "above the fold" experience for your Store, as 69% of Store visits in 2021 were from mobile devices. Emphasize a mobile-friendly design with at least three subpages and clear navigation for top categories. Stores with 3+ pages show 83% higher dwell time and 32% higher ad attributed sales per visitor on average.

65. Measuring performance Access your Stores insights dashboard to gauge performance metrics such as page visits and sales. Analyze metrics by traffic source, including Sponsored Brands ads, byline on product pages, Store source tags, and uncategorized "other sources."

66. Measuring performance Visits 02 Count of visitors who arrived from a specific source or visited a page within a single day. A visitor may engage from multiple sources or pages. Visitors 01 Sum of unique visitors within a selected range. A visitor may browse multiple pages from various sources, potentially resulting in a cumulative count exceeding the daily total. Views Number of page views 03

67. Measuring performance Views/visit 05 Average number of page views per visit Views/visitor 04 Average number of page views per visitor Sales Estimated total sales generated by Store visitors within 14 days of their last visit 06

68. Measuring performance Orders 08 Estimated total orders placed by Store visitors within 14 days of their last visit. Orders contain one or more units sold Units sold 07 Estimated units purchased by Store visitors within 14 days of their last visit Units/order Average units per order 09

69. Measuring performance Sales/visitor 11 Average sales per visitor Sales/order 10 Average sales per order Sales/visit Average sales per visit 12

70. Measuring performance Visitors 13 Total count of customers following your brand via the “Follow” button on your Store or Posts. Available in the US only

71. Use your metrics to make enhancements Visits 01 Visitors can arrive from multiple sources and visit various pages. Utilize this insight to discern patterns, such as whether an increase in paid source traffic aligns with a rise in Amazon organic traffic, indicating a potential halo effect.

72. Use your metrics to make enhancements Page view/visitors 02 Determine the average daily pages viewed per visitor. A high single-page visit followed by low pages per visit may signal a lack of exploration. Consider refining traffic sources or optimizing landing pages, such as linking Sponsored Brands ads to your Store, for more relevant and engaging traffic.

73. Use your metrics to make enhancements Sales, units, and orders 03 Utilize data to calculate metrics like sales per visitor, sales per order, or units per order. Identify top and bottom-performing pages and traffic sources. Consider replicating successful strategies for low-performing areas or adjust traffic-driving approaches.

74. How often should I update my Store? Let metrics guide your actions. If a product page has high views but low conversions, consider showcasing new products, using different tiles, or adding dynamic content like videos. Refresh your Store for new product launches, campaigns, promotions, and major holidays to maintain a cohesive brand experience. Stores updated within the past 90 days, on average, attract 11% more repeat visitors and achieve 13% higher attributed sales per visitor.

75. Measuring your Posts performance Review the following metrics in the context of your business goals and continue adapting your posting strategy to meet your objectives.

76. Goal 1: Build brand awareness and loyalty Follower count 01 Growing your follower count directly correlates with increased brand awareness. Build a larger follower base to engage and retain loyal customers Tips Increase your followers by posting regularly and ensuring a unified brand experience across your posts and Store -

77. Goal 1: Build brand awareness and loyalty Follow clicks per post 02 Download a report to review which posts drove the most followers Tips Use this metric to learn which types of posts resonate the most with shoppers and lead them to follow your brand -

78. Goal 1: Build brand awareness and loyalty Viewable Impressions 03 Viewable impressions refers to the number of times Amazon shoppers were exposed to your content, which is critical for growing brand awareness Tips Consistently posting engaging content will help your posts surface more regularly and garner more impressions in detail page placements, related feeds, and category feeds, which populate based on relevancy, freshness, and historical engagement -

79. Goal 1: Build brand awareness and loyalty Reach 04 Reach refers to the number of unique shoppers who viewed your posts, which is an important metric for tracking conversions Tips Analyzing your reach can help you measure the number of unique opportunities you had to convert new shoppers into customers purchasing from your brand -

80. Goal 2: Drive consideration and conversions Engagement rate 01 Your engagement rate is calculated by total clicks over total viewable impressions. This metric illustrates how well your posts encourage shoppers to continue exploring your products and move further down the purchasing funnel Tips If you’re noticing low engagement rates, reevaluate your content and test new images and captions to discover what resonates best with shoppers on Amazon -

81. Goal 2: Drive consideration and conversions Product clicks 02 Review product clicks to see how many times customers are clicking on the products tagged in your posts and visiting the related product detail pages Tips If you’re seeing low product clicks, ensure that the correct products were tagged that appear in the image of your post. Consider testing posts with different captions for the products to learn what content inspires shoppers to seek more details about your products -

82. Goal 2: Drive consideration and conversions Clicks to Store 03 Review the number of clicks from your posts to your Store to understand how often shoppers are interested in learning more about your brand and product offerings Tips Keep your Store updated with engaging content like videos and shoppable images to give visitors a reason to keep coming back for the latest from your brand -

83. Thank You