If you have been driving Amazon traffic to a Brand Page, then you will want to know more about the Amazon Stores feature coming soon as it could have a significant impact on your Amazon Brand.
According to Leo Carrillo, Marketplace Channel Analyst at CPC Startegy, not only do Amazon Stores offer better advertising features than Brand Pages, they also have a higher conversions rate – on average 5% to 10% higher than Brand Pages.
In less than a month, Amazon will officially discontinue “Brand Pages” an Amazon Marketing Services (AMS) advertising feature that allows brands to send their traffic to a customized landing page.
The good news is if you are currently driving traffic from your Headline Search Ad campaigns to your Brand Page – it will remain active until December 31, 2017. Although that might buy you a little extra time, the real question is: Where should you be sending your Headline Search Ads once Amazon Pages is officially gone? Introducing Amazon Stores Amazon now offers “Amazon Stores” a product that allows brand owners to design and create multipage stores to showcase their brands, products and value proposition on Amazon.
These multipage stores provide a curated collection of a brand’s products in a customized, brand-centric, shopping experience (as seen in the example below). “The main benefit of Amazon Stores is to provide customized content to potential customers and to introduce prospective customers to your brand,” AJ Swamy, Client Services Manager at CPC Strategy said. “Each page gives you the opportunity to brand it ‘your way’ with lots of supportive content and freedom. It’s basically like designing your own website on Amazon.”