Today, features like Amazon Stores allow brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon.
Long gone are the days when Amazon sellers didn’t have the tools they needed to build brand equity and promote shopper loyalty. Amazon Stores has quickly shifted from being a trending Amazon feature to becoming a brand essential for Marketplace success in 2020, and beyond.
Not only do these creative features help to improve the aesthetics of brands on the Marketplace—they also provide new opportunities to drive traffic (on and off Amazon) to a brand’s entire catalog. If you’re actively trying to provide a curated collection of your brand’s products in a custom-tailored shopping experience, Amazon Stores is where you should be investing your marketing dollars. But don’t just take our word for it. We’ve got some of the best Amazon Storefront examples to prove it.
We recently helped Malibu C design an Amazon Store that makes strong use of Background Video Modules, showcasing compelling before-and-after imagery near the top of the page, and a hard water simulation at the halfway point. Their results-oriented video includes a text overlay highlighting some of the key features of Malibu C products, including their coveted standing as the #1 vegan hair wellness solution. Badges directly below the video expand on these brand cornerstones, using familiar imagery from the skincare and haircare space to highlight eco-friendliness, and plant-based, vegan formulas that are cruelty-free (not tested on animals.) Malibu C’s store also makes a thoughtful use of showcase features, noting that their products are formulated with the purest form of Vitamin C. Shopping is simplified through an intuitive secondary nav that aims to funnel visitors to their most popular category products. So whether you’re looking for brightening shampoo for your blonde locks, or build-up battling scalp care solutions, the help your hair is craving is just a click away.
With countless gyms, yoga studios, and other communal fitness and wellness spaces closed due to the COVID-19 pandemic, there are perhaps more people than ever looking for at-home options to help them stay active and strong. Balance boards make a smart choice no matter how limited your square footage, which is perfectly showcased in Indo Board’s instructional background video module, set to auto-play and loop. Indo Board also takes advantage of one of Amazon Store’s latest features – the Shoppable Image module. These allow brands to add hotspots to images that display your product, enabling shoppers to add them to their cart right from the image. This brings benefits for the merchant and the consumer alike, as they can be more certain than ever before that they’ve chosen the exact item they’re interested in.
Another exciting benefit of the Shoppable Image module is that it allows brands to showcase beautiful, branded lifestyle photography without sacrificing ‘add to cart’ convenience. By giving shoppers the flexibility to easily purchase your showcased products directly from the attractive imagery that helped earn their interest, brands are given the best of both worlds.
La Colombe has come a long way from the day they opened their first location near Philadelphia’s historic Rittenhouse Square more than 25 years ago. But even if you can’t make it to one of their 30 cafes across the US (and growing!), you can still enjoy the rich flavors and unique beverages they’re best known for.
We love the oversized images highlighting their newest creations and seasonal offerings, including the Pumpkin Spice Draft Latte and delectably frothy Oatmilk Draft Lattes. While the focus is undeniably on the images themselves, La Colombe makes every word count in the complementary text overlay, highlighting the most important elements of each respective beverage.
Below we see the enticing image of a Draft Latte nestled atop a pumpkin pie, drawing our eyes and taste buds in. And in the short snippet of accompanying text, La Colombe gives us some important top takeaways about the beverage, including:
Product name
Type of beverage (cold brew coffee base)
Ingredient spotlight (real pumpkin)
Sugar and caffeine considerations
Just enough information to ensure clicks will be qualified, but not so much information that it overwhelms the image. We’ll drink coffee to that!
Clicking into the respective categories in the top navigation, we find that La Colombe has artfully combined imagery and accompanying text throughout. On their Draft Chocolate Milk page, we are tempted not only by the slow drip of chocolaty goodness down the glass but also the assurance that this is a high-quality beverage made from premium cocoa and real milk.
While brands can’t change the look and feel of Amazon itself to suit their target customers, Amazon Stores give you an unprecedented opportunity to carve out your own corner of the Amazon web. Luckily, this corner comes fully stocked with attractive features to help reflect who you are as a brand, and put what’s most important to your customers front and center.
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