Drive External Traffic to Your Amazon Brand Store

Last year, the world’s online retail giant launched the Amazon Store for sellers who had added their brand to Amazon’s registry. The new store model provides sellers with the opportunity to create a more professional storefront. This can lead to improved sales by driving and tracking external traffic. Are you interested in building an Amazon store? Here’s what you need to know.

What Are Amazon Stores?

If you have never heard about Amazon Stores before, you’re probably bursting with questions so you can best decide whether or not this is a good fit for your brand. Amazon Stores and all its new features are provided free of cost. Combined, the features are almost like a mini website specially designed for your brand.

By now, you’re probably wondering, “What’s the catch?” There is no catch. However, one might say there is an ulterior motive. The new features have a clear goal to help sellers increase sales and create more profit. However, Amazon benefits from these sales as well, making it a win-win situation and eliminating the need for making these features paid.

What Are the Main Advantages?

The new setup benefits sellers in a number of ways. First, it allows sellers to take advantage of the traffic generated both on and off the Amazon platform. This, in turn, helps to increase the likelihood of improving the organic ranking for each product.

Secondly, the platform provides mobile compatibility, which is an extremely useful feature as more and more people shop via phones and tablets. Additionally, the platform allows sellers to promote products to both new and existing customers through inbound marketing. Finally, the results of your sales efforts are trackable.

What Are Amazon Insights?

Shortly after launching Stores, Amazon followed up with performance insights. This provided back-end data analytics that store owners could use to improve areas of their marketing and sales tactics. Some of the data provided here include the following:

• Daily visits
• Sale units
• Pageviews per visitor
• Internal versus external traffic

How Can You Drive External Traffic to Amazon?

One of the many great benefits of selling a product on Amazon is that it opens up your product to a potential buyer pool of over 197 million people all around the world. However, to help drive traffic to your specific brand page and product offerings, it’s a good idea to use social media, your website and other available platforms to drive shoppers to Amazon. Here’s how to make it happen.

Social media is one of the easiest ways to drive external traffic to Amazon, especially if you have branded social media pages that are designed to match your Amazon storefront. They may feature similar images and colors. Whenever possible, you should also maintain the same name or social media handle. Combining efforts from multiple pages, such as Instagram, Facebook, and Twitter may also be in your best interest.

Another way to drive traffic to your Amazon store is by using email marketing. Some experts say email is up to 40 times more effective when compared to using social media. This is because people often prefer to receive business communication via email, including from companies they are interested in purchasing from. Email marketing can be especially useful to announce new and upcoming arrivals, solicit preorders and encourage customers to take advantage of sales.

A highly effective but costly complement or alternative to social media is Google AdWords. Most users begin their search with Google, so it makes sense to take advantage of pay-per-click ads to drive traffic to your online store whenever possible. However, be sure to do a proper cost analysis before implementing this marketing strategy as costs can run high.

Finally, when doing a Google search, one of the persuading factors is reviews. For instance, even if your ad comes up or your product is organically populated in Google searches if it doesn’t have enough reviews and your competitors do, then the buyer may choose to purchase from someone else, regardless of brand. As a result, it is important to encourage people to review your product. Start with past customers and then consider hiring brand ambassadors to sample the product for free and post their reviews online.

What Are the Benefits of Taking Advantage of External Traffic on Amazon?

One of the main benefits for a seller on Amazon is credibility. As cybercrime only continues to get worse, people will often think twice about entering their payment details on a website they do not know well. However, as Amazon is a trusted platform, they are far more likely to purchase a product there.

Another benefit is that if you do not currently have a website, you may not need to build one for quite some time. This could save you thousands of dollars in website development, hosting and maintenance fees, by simply taking advantage of Amazon’s free and trusted Stores platform.

Finally, by driving traffic to your specific product, you stand a better chance of beating out the competition with external traffic, even if you are new and have not yet racked up a lot of positive reviews. When you wait to show up in Amazon searches, you have to compete directly alongside other sellers’ products.

Need Some Help?

Just like building a website or branding social media pages, developing an Amazon storefront that maximizes all the features available may require a professional touch. Because of this, sellers all around the world rely on OperationROI to design a storefront that showcases the absolute best of their brand. Will you?

Since we’ve first published this story Amazon has put out their own blog post titled “Drive traffic and boost sales in your Store on Amazon” further illustrtaing how brands are using these Stores.