Here at TurnKey, we have mastered what it takes to build an optimized and high-converting Amazon storefront. After managing several brands doing over 8 figures annually on Amazon, we have refined best practices around leveraging this platform's capability to drive exponential growth.
In this comprehensive guide, we will walk through exactly what the Amazon Storefront is, how to maximize its capabilities for your brand across objectives, and the critical components required to develop an immersive, strategic brand hub poised to elevate your success.
What is the Amazon Storefront?
The Amazon Storefront represents an integral yet often underutilized asset for brands looking to win on the platform. It enables constructing a custom, natively hosted microsite that becomes your branded spotlight on Amazon. Through the Brand Registry program and Seller Central, storefronts empower brands to highlight their brand story, product range, videos, images, and shoppable content within a curated experience. This moves beyond a product-only presence into an owned brand ecosystem educating new customers on your mission - at scale.
Core capabilities you can build into Amazon storefronts include:
● Product category tabs to guide visitors
● Lifestyle imagery bringing your brand to life
● Shoppable image galleries
● Brand videos and reels
● Direct links to your top products
● Seamless integration with Amazon Posts
Visitors can access your storefront through multiple touchpoints:
● Direct links from your product pages
● Featured placement across advertising assets
● Links within Amazon Live streams
● Exposure across social channels
This flexibility enables crafting a consistent brand narrative throughout the consumer journey - from first impression to final checkout. Compared to antiquated approaches of simply loading product listings, storefront innovation unlocks immense possibilities.
Expert Approaches to Activate Your Storefront for Growth
While storefronts offer unmatched potential for brand building and sales growth, our TurnKey team has seen tons of sellers fail to capitalize by taking a simplistic approach.
Potential squandered includes integration with paid ads, crafting immersive customer journeys, and leveraging multimedia content. Based on our proven Amazon expansion playbook for scaling beyond 8 figures, below are three critical ways to maximize your storefront success:
- Integrate With Your PPC Strategy:
Rather than keeping initiatives siloed, expert sellers interweave storefronts directly with
their advertising approach for unified momentum. This entails:
● Inserting links to your storefront into Sponsored Brands creatives
● Connecting Product campaign targets to relevant store tabs
● Keeping messaging consistent across channels and advertising
Ads that loop in the storefront are great for capturing demand from your customers guiding traffic into a customized branded experience reinforcing those product and promotional focuses. Allow your storefront and PPC efforts to build upon one another for greater efficiency and sales impact.
- Encourage Social Engagement and Community:
Rather than just focusing on products, expert brands thrive by fostering authentic
community engagement. While selling on Amazon this can be achieved through Amazon
Posts integrated into your Storefront feed, enabling features like:
● User-generated imagery from real customers that you have permission to use
● Influencer partnerships and ambassador activations
● Lifestyle content showing the product in action
Providing rich content straight from fellow customers or showing your product in action through lifestyle images earns trust while humanizing your brand. Visitors shift from one-time buyers to loyal brand advocates driving higher lifetime value through repeat purchases and referrals.
- Amplify Beyond Amazon
Instead of isolating efforts, expert brands interlink Amazon Storefronts with wider e-
commerce strategy for unified momentum. This entails:
● Featuring Storefront banners/URLs on your external site
● Building Storefront links into external marketing emails
● Promoting your Storefront through influencers and social channels
By seamlessly integrating initiatives and leveraging diverse multimedia capabilities, storefronts transform into indispensable sales growth engines versus one-off brand projects.
Rules to Build a High-Converting Amazon Storefront
Amazon Storefronts are a great asset when used properly on the Amazon platform but what are the best practices to make my store stand out? To get started we recommend conducting a competitor analysis on your competitor's stores, when we complete an analysis at TurnKey we ask ourselves the following:
● What images are they using?
● What video assets do they have?
● What product attributes are they focusing on?
● What tabs or product categories do they have organized?
● What content are they using for Amazon Posts?
Based on what you find, our team at TurnKey suggests getting your current content organized and taking the steps to create similar content that portrays your message even better than your competitors.
Now that you have looked at your competitor's storefront, here is the TurnKey Storefront
Success checklist for a fully optimized storefront:
● Ensure all products are included in your storefront in some way, even those that are not
your top sellers
● Make sure you have a mixture of product images, lifestyle images, and infographics
(very similar to what we recommend in the Amazon image block)
● Make sure each tab has a minimum of one video, we highly recommend having multiple
videos on the home page since this is the page that will get the most traffic.
● What images are they using?
● What video assets do they have?
● What product attributes are they focusing on?
● What tabs or product categories do they have organized?
● What content are they using for Amazon Posts?
Based on what you find, our team at TurnKey suggests getting your current content organized and taking the steps to create similar content that portrays your message even better than your competitors.
Now that you have looked at your competitor's storefront, here is the TurnKey Storefront
Success checklist for a fully optimized storefront:
● Ensure all products are included in your storefront in some way, even those that are not
your top sellers
● Make sure you have a mixture of product images, lifestyle images, and infographics
(very similar to what we recommend in the Amazon image block)
● Make sure each tab has a minimum of one video, we highly recommend having multiple
videos on the home page since this is the page that will get the most traffic
● Organize your tabs into product categories, for example, if you are in the pet space
selling leashes, collars, and dog toys you should have a tab for each category
● Use shoppable images, Amazon allows you to connect a product link within each image,
make sure you are taking advantage of this and linking whenever necessary
● Brand consistency is key to a storefront’s success, make sure that your storefront
matches not just your Amazon listings but also your website, this helps build brand
awareness
● Continue to add new content as you get it, you can include this by updating your store or by using Amazon posts
● Utilize storefront versions, creating a Q4 holiday store or even a Q1 “New Year New Me”
store for those of you in the health space
● Revisit your storefront at least twice a year to see what updates and changes you can
implement either through new tools on Amazon or new content you have
Quantify and Optimize Storefront Performance
While visually designing an immersive storefront proves foundational, data-driven optimization takes branded experiences to the next level.
Within Seller Central under the Store analytics section, sellers can quantify engagement, traffic, and sales tied directly to their Storefront including:
● Total Visitors
● Page views
● Brand followers gained
● Product sales
● Conversion performance per page
● Top traffic-driving pages
Our TurnKey team believes that monitoring this data allows you to make data-backed decisions around optimization efforts and A/B testing new layouts or content. We recommend checking Storefront analytics monthly to pinpoint recent traffic trends and actively manage enhancement priorities. This ensures continuous improvement while maximizing the sales velocity from this centralized branded hub.
Check this storefront build checklist against your current processes for any potential gaps worth addressing as you launch your storefront or optimize it! Building a strong Amazon Storefront get you one step closer to joining the 7 figure club other sellers only dream of.
About TurnKey Product Management
Jeff and Jenna Lieber from TurnKey Product Management provided this article. TurnKey is an Amazon consulting company that sells over 8-figures in revenue for its clients each year. Whether you're just starting or are an Amazon expert, TurnKey can help take your sales to the next level. Visit TurnKey's website for free resources and training on how to scale to 8+ figures on Amazon. Plus, you can contact TurnKey there to help scale your business.
