Improve Your Brand Visibility with Amazon Store Optimization

Amazon store optimization services

Last updated on June 23rd, 2023

Written by Mohamed Aden

Brand visibility makes the world go round—at least on Amazon. As a seller, visibility can spell the difference between a business earning millions and a part-timer selling a couple of products monthly.

Amazon Stores are an excellent way of achieving this. Brand owners can further separate themselves from the competition using a storefront that offers shoppers an immersive experience.

Let's discuss how Amazon Stores work and some Amazon store optimization tips to enhance brand visibility and bring you closer to ecommerce success.

closeup of amazon website logo with blurred clothing products in the background

What Is an Amazon Store?

Amazon Stores allow you to showcase your brand and products in an engaging way. It is like an eye-catching miniature website for your brand in the world's largest online marketplace, aiming to establish a unique and professional presence.

With Amazon Stores, you can

  • help shoppers discover your entire product range with your own branded URL on Amazon,
  • easily customize your Store using on-brand pre-designed templates and drag-and-drop tiles, and
  • measure success using metrics such as page impressions, visits, sales, and traffic sources.

Amazon Store vs. Amazon Storefront

While some sources use them interchangeably, they have different meanings.

An Amazon Store refers to your brand's home on the platform. It's a custom shopping destination with multiple pages showcasing a brand's story and products. You need to join the Amazon Brand Registry to create a Store with no extra fees and complete with a unique Amazon URL.

On the other hand, Amazon Storefronts are carefully picked destinations highlighting top products from Amazon sellers. This feature was introduced in 2018 to empower and support small businesses, offering a curated place to shop exclusively for American small and medium-sized brands.

business plan illustration

Why Invest in Amazon Store Optimization? Here are the Top 6 Benefits

While Amazon Stores seem like a promising solution, you want to know exactly what you will gain from it. This ensures that you're investing time and effort in activities that will help you meet your business goals.

Amazon Store Statistics

Let's begin with two of Amazon's internal data statistics.

  • +83% dwell time: Stores consisting of three or more pages experienced a remarkable 83% increase in shopper dwell time, along with a 32% increase in attributed sales per visitor.
  • +35% attributed sales per visitor: Stores regularly updated within the initial 90 days witnessed a significant 35% boost in attributed sales per visitor and attracted 21% more repeat visitors on average, contributing to their overall success.

Improved Search Engine Optimization Rankings

Search engines love Amazon. It is guaranteed to reflect on the first page of the search results, so take advantage of that to entice more visitors with a compelling Amazon Store. A well-optimized custom Store offers easy navigation and other relevant functions. These qualities naturally contribute to higher SEO rankings.

Increased Traffic and Sales

Amazon Stores are excellent for helping people discover more about your brand and products. There's much to consume on Amazon results pages, so a customer might not notice who's selling what. But with a compelling Store, you separate yourself from the rest, catch people's attention immediately, and get a chance to be chosen over non-Store sellers.

Enhanced Brand Credibility and Trust

With a well-optimized and attractive Store, you have more chances of generating customer loyalty. They will find your brand professional and genuine because you've created a place to find almost everything they want to know about your offer. That's precisely the formula for customer trust.

Take Your Business Online

In today's digital age, establishing an online presence is crucial for the success of any business, and Amazon Store provides a platform to achieve just that. With a Store, you can seamlessly take your business online and reach a vast and diverse customer base.

The convenience of online shopping on Amazon allows customers to easily browse and purchase your products, boosting your sales and revenue. Furthermore, you can ensure your business is here to stay, regardless of any potential restrictions in the future, similar to those encountered during the coronavirus pandemic.

Stunning Way to Showcase Your Inventory

Enough with the dull and messy sight of standard ecommerce inventory templates; with Amazon Stores, you can easily display your product detail page in a more efficient way that helps customers to browse through them per category, ranging from best-sellers to the type of ingredient used.

3 Steps to Start an Amazon Store

Can I create my Store now? 

Not so fast! In the past few years, Amazon has been strengthening its stance on providing accurate brand representation for its customers and proactive brand protection for its sellers. So this feature is exclusive to brand owners and involves a few requirements.

Here are three steps summarizing how to start building your Amazon Store.

1) Enroll in the Amazon Brand Registry

Before you create your store, enroll in the Amazon Brand Registry first. Doing so will make you eligible for Store creation, facilitate the management of your product listings, access powerful tools, and be automatically protected.

2) Start Building Your Store

Here's how you start creating your Store in chronological order.

  • Review the Store's ad policies and ensure your ASINs and content comply.
  • Structure your Store with a homepage and category pages using the templates and features available.
  • Add branded content to those pages such as videos, text, and images to show your offerings in action.
  • Add ASINs next and group them according to their variation and pricing. Choose between the product grid or product tile feature to organize how your listings appear.
  • Include unique header photos, lifestyle images, and other interactive creatives to provide a dynamic buying experience for your customers.

3) Submit Your Store for Approval

When you're ready to publish your newly constructed Amazon Store, submit it for review. Allow yourself sufficient time because Store moderation can take up to 24 hours.

How to Know If Your Amazon Store is Approved or Not

When your Store is approved, you'll spot a link in the Stores section in your Amazon advertising account. This also includes Manage Store and See Insights options.

Meanwhile, a rejected Store has two different types:

  • Soft rejections -  Helps you catch errors you may have missed during Store creation. You can ignore these warnings and submit the Store for approval.
  • Hard rejections - Unlike soft rejections, you can't move forward without addressing these issues.
a pile of memo stickies with business-related words written on them

The Next Step: Managing Your Store and Implementing Amazon Store Optimization Strategies

Is your Store approved? Congratulations! Now what?

The next step is to manage and strategize your Store activities. In building a business on Amazon, no single surefire blueprint or formula guarantees success. Entrepreneurs should create plans from A to Z in line with current market trends and the pace where the business is at. This ensures you still progress if one strategy doesn't work.

Here are some valuable tips for managing and implementing Amazon Store strategies.

  1. Conduct a Post-Launch Checklist
  2. Understand Amazon's Algorithm
  3. Optimize Your Product Listings
  4. Utilize Effective Keyword Research
  5. Enhance Content with Compelling Visuals
  6. Leverage Customer Reviews
  7. Use Sponsored Ads to Increase Store Traffic
  8. Know When to Make Store Changes
  9. Monitor and Adapt Strategies Based on Data

Conduct a Post-Launch Checklist

The first thing you should do when your Store goes live is to ensure all the necessary setups and considerations are addressed after launching. Your post-launch checklist will serve as a systematic guide to verify everything is in order and identify anything else that may require your attention.

Here's what you can do:

  • Link your ASINs to your Store's brand byline (the hyperlinked brand name on the product detail pages that directs organic traffic to your Store.)
  • Submit a request to the Vendor or Seller Central account support team to replace your long URL with a short one you have in mind.
  • Hit up the Insights dashboard to see how your Store is performing.

Understand Amazon's Algorithm

You need to understand how Amazon's latest algorithm, the A10, works and affects how you run your Store. The current update shows what Amazon considers several factors that can affect your product's ranking and relevance in the search results. 

colourful letters spelling out algorithm update on white background
  • Keyword Relevance
  • Impressions
  • Click-Through Rate (CTR)
  • Conversion Rate
  • Amazon PPC Advertising
  • Sales History
  • Sales Velocity
  • Internal Sales
  • Organic Sales
  • Customer Ratings
  • Pricing
  • A+ Content
  • Delivery Time
  • Customer’s Location
  • Customer’s Purchase History
Amazon store optimization services factors

Optimize Product Listings

Optimizing your product listing ensures a high search ranking for your chosen keywords. The A10 updates didn't change a lot about this aspect. It only changed the weight of each part of the product listing. Here's what you can do:

Product Title

The A10 rules prioritize keyword readability and relevance over placement. Focus on those two factors and make things work within the 200-250 character limit. Resist the temptation to cram as many keywords in the title as possible. 

The preferred format should be:

[Brand Name]  [Product Type]  [Feature #1]  [Feature #2]  [Variance]

Bullet Points

Outline the features and benefits your customers will get from your product in bullet points and within 1000 characters (including spaces). Make your points concise but can evoke a customer's emotions. Avoid making them too long, as readers might skip reading them.

Product Descriptions

Don't treat your product description as an afterthought; Amazon customers still read them. When a buyer is intrigued about what you wrote in the bullet points, they go to the description for more details. You can put the materials used, the item's texture, assembly instructions, and other benefits here.

Backend Search Terms Optimization

Most sellers overlook backend keywords when it's one of the most important parts of a listing. Keywords that you can't put in the other parts of a listing should be placed here. Prospective buyers can't see them, but search engines do.

The limit for backend keywords is 249 bytes, including spaces and punctuation marks, so don't waste this valuable piece of real estate. Use it efficiently.

Utilize Effective Keyword Research and Implementation

Just like in Google, the effective use of keywords is vital in Amazon SEO. This determines how the algorithm analyzes what customers are looking for and matches the most relevant products to their queries. 

Enhance Content with Compelling Visuals

The ecommerce world is often noisy and cluttered. It's hard to stand out in an environment like that, so you need eye-catching visuals to make heads turn. They must also be relevant and compelling, representing your brand short and sweet.

Product Images

After searching, the first thing potential buyers check is the product image. This is the ultimate driver for sales. Ensure your images are optimized and geared towards converting those browsers into buyers.  

EBC / A+ Content

Buyers are likely to buy from your brand if they see something unique. It comes down to how uniquely you can showcase your wares. A+ Content (formerly Enhanced Brand Content) can do that for you by allowing special characters in the product title and other features that will catch any jaded customer's eyes.


Videos are an excellent way to increase online engagement if we look at social media trends. It could show potential buyers what the product looks like in real life or demonstrate a few of its features.

You can put videos under the image block or below the fold under “Related video shorts.” Depending on your goals, you can create brand videos, how-tos, testimonials, unboxing, or how a product operates under extreme conditions. 

amazon customer reviews about product features on mobile screen

Leverage Customer Reviews and Ratings

Reviews mean a lot to Amazon. It shows how reliable your product is and how customers like what you're selling. More positive reviews would go a long way in improving your search traffic, according to the A10 algorithm.

Of course, your initial plan would be to get as many good reviews as possible. But before making elaborate plans to achieve that, you need to consider a few things.

Memorize Amazon's Rules

Review and memorize Amazon's Customer Product Reviews Policy to avoid any infractions. These rules include, but are not limited to, the following:

  • Don't create a review of your own product or a competitor's product.
  • Never offer rewards in exchange for reviews on your products or a competitor's.
  • Don't ask any family member or employee to review your product.
  • Asking a reviewer to remove or change their review is unacceptable.
  • Never put any incentive to get a positive review on the box or shipping label.
  • Avoid using a third-party service that offers free or discounted items tied to a review.
  • Don't do anything that can influence a customer's review in any way post-purchase.

Violating these rules could result in listing suppression, account suspension, permanent deactivation, or legal action. Be careful.

Spread the Word About Your Amazon Store

Making people outside Amazon aware of your store is a good idea, as long as you create a funnel to filter the people coming in. Social media has always been an excellent platform for marketing. Some examples of these platforms are Facebook, Instagram, Twitter, Snapchat, and Pinterest. 

Improve Your Overall Customer Service

Good customer service significantly affects how customers see your products. It begins with promptly addressing customer queries and ends with effectively handling post-purchase inquiries.

  • Answer queries about your store and products promptly. Not only will you lose sales if you fail to do this, but you might start the buyer-seller relationship with the wrong impression.
  • Be honest about your products. Don't try to exaggerate, overhype, or embellish anything about your products, as these will come back to haunt you. Avoid making unsubstantiated claims unless you have documents to prove them.
  • Set your customers' expectations about the delivery time frame. Bad reviews come from not telling customers when they can expect their package. Using a logistics partner with a tracking feature might help ease any doubts your customers may have.
  • After your buyer receives the package, they might have more questions about the product, or something wasn't up to their expectations. You must be vigilant in answering these questions, as ignoring them might result in an awful review.

Use Sponsored Ads to Increase Store Traffic

Sponsored Ads can increase your impressions faster than advertisers who choose to skip them. Consider linking Sponsored Brand campaigns to your Store's homepage or any subpage to bring in more relevant traffic and make the customer's journey seamless.

You should also try sharing your unique Store URL on your off-Amazon channels, such as your ecommerce website, social media platforms, or blog.

Know When to Make Changes to Your Store

You must continuously update your Amazon Store for new or returning customers, trends, seasonality, content refresh, and new releases. It's not a one-time task; you must check it regularly to see if it requires an update. Doing so will also boost your repeat visitors and attributed sales per visitor.

Watch out for the following signs and take immediate action:

  • Low daily traffic
  • Excellent traffic, but sales are low.
  • Some category pages convert well, but they lack traffic.

Monitor and Adapt Strategies Based on Data

Finally, it's crucial to ensure your Store optimization techniques are effective. You can do so by checking the See Insights dashboard, identifying your specific store KPIs, and tracking other metrics in your account. Additionally, you should stay up-to-date on the Store feature's releases, updates, and other important announcements.

All this information will affect your brand visibility, so adjust your strategies according to your Store's performance insights.

Keep the Ecommerce Engine Running

Treat your Store as a pride factor for your business. It's one of the best platforms to showcase what your brand is all about, expand your targets, and thrive in the competitive digital market.

And after getting your Amazon Store on the map, all you have to do is keep it going. However, the rules change, so you must always be ready to take the next step. We hope this discussion empowers you with the necessary knowledge and confidence to succeed in your ecommerce marketing journey!

What Seller Interactive Offers

It takes work to keep up with the constantly-changing ecommerce world. Because of this, many sellers get Amazon store optimization services to keep an eye on their accounts and ensure they're on the right track. You should, too.

Seller Interactive can be your partner agency in fulfilling all the Amazon tasks you need. We offer:

  • full account management,
  • search engine optimization,
  • sponsored ad management,
  • product launch management,
  • product listing optimization,
  • wholesale partnership,
  • brand protection,
  • account suspension appeal and reinstatement,
  • reimbursement and refund, and
  • DSP advertising.

When the tasks seem daunting, we have a team of experts to assist. With years of experience, we have seen what works and what doesn't on Amazon. We are committed to making every account we manage to succeed. 
Contact us, so you can discuss your business needs and present you with our offer.

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