Opening a shop on Amazon can represent an important earning opportunity for your online business, but with the significant competitiveness present on internet it is essential to know how to stand out, get noticed and – above all – show your products clearly and persuasively so that user chooses among the thousands of active proposals.
The Amazon shop window can be a valid ally for some types of brands. In this article, we will explain in detail what an Amazon showcase is, how to open it and in which cases it is appropriate to choose it.
Why sell on Amazon?
Selling on Amazon represents an extraordinary opportunity for entrepreneurs, brands and artisans who wish to create an online store directly within the Amazon platform.
Compared to a traditional external e-commerce, selling on Amazon offers unique advantages, including the possibility of benefiting from the vast visibility and high reliability that Amazon has built over time. This means that your store will have direct access to millions of potential customers who already trust the platform and are ready to buy.
However, it should be remembered that opening a store on Amazon means competing with very high competition. The attention of online users is rather low: consumers tend to quickly compare different products, based on factors regarding price, reviews, image quality and detailed descriptions. For this reason, standing out becomes essential to boost sales.
The main advantages of selling on Amazon
- Immediate visibility: being on Amazon allows you to immediately enter a global and consolidated market, where millions of users visit the site daily in search of products of all kinds. This level of traffic is almost impossible to achieve with an independent e-commerce site, which requires considerable time, effort and investment to attract visitors.
- Platform reliability: selling on Amazon allows you to take advantage of the trust that consumers have in the platform, known for its excellent customer service, verifiable reviews and unbeatable return policy. Users feel safe buying on Amazon, which reduces the psychological barriers that could arise when browsing any other e-commerce.
- Marketing and promotion tools: Amazon offers a wide range of tools to promote your products, such as advertising campaigns within the platform (Amazon Advertising), personalized discounts and the possibility of collecting reviews that increase the credibility of the store.
How to open a store on Amazon?
Amazon offers two separate programs for those who want to sell their products on its platform: Amazon Seller Central and Amazon Vendor.
Amazon Seller Central is the platform that allows sellers to market their products on all Amazon global marketplaces. From the creation and management of the product catalog, to the monitoring of sales and orders, to the management of reviews and performance statistics, everything is managed directly by you.
Amazon Vendor, on the other hand, is the platform through which Amazon purchases your products and independently manages sales and visibility. Unlike Amazon Seller, where sellers have the freedom to set the prices of their products as they wish and on the basis of the commissions paid to the platform, those who use Amazon Vendor must accept the prices set by Amazon for the sale.
To choose between the two programs, it is important to evaluate which model best suits the needs of your business, taking into account the logistical complexity and the desired level of control: Amazon Seller is ideal for those who want to have full control over their products, including pricing strategies, logistics and shipping. Amazon Vendor, on the other hand, is more suitable for suppliers who prefer to entrust complete management to Amazon, accepting to have less control over the sales and earnings process.
One important thing should be emphasized: while access to Amazon Seller Central is open to everyone, access to Amazon Vendor is by invitation only. Therefore, before you can access this second sales methodology, if you want to consider it, you will always have to go through Seller Central first like all other sellers.
Insert the products
Once Seller Central has been created, it’s time to insert the products and create a storage warehouse where each item has its own Amazon Listing, i.e. a product sheet that contains all the essential information for consumers looking for an item on Amazon.
A good Amazon Listing, in addition to attracting more buyers, also improves the visibility of the product within the platform. For this reason, it is essential that sellers pay particular attention to the creation of each individual product sheet
Among the essential details of the Amazon Listing we highlight:
- Images
- Product description
- Price
- Customer ratings
Other technical specifications to describe the product clearly and comprehensively
Before uploading the items, you must verify that they fall within the categories allowed by the platform, avoiding any violation of the guidelines.
When uploading the product, the platform generally requires a valid EAN (European Article Number) code or UPC (Universal Product Code) code. These codes are international standards used to uniquely identify products, facilitating their cataloging and management within the marketplace. However, there are some exceptions to this rule that allow sellers to list products even without an EAN or UPC code.
Activate the brand registry
The Brand Registry is a trademark registry validated and accepted by Amazon that allows you to:
- Have greater control over the way your products are presented and protected in the marketplace
- Maximum protection against any counterfeiting and improper use of the trademark
To be accepted into the Amazon Brand Registry, you must have a trademark registered with official bodies such as the UIBM (Italian Patent and Trademark Office) in Italy or the EUIPO (European Union Intellectual Property Office) at European level.
Only once confirmation of trademark registration has been obtained will sellers be able to apply to access Amazon’s Brand Registry. Typically, Amazon requires a brand to be active for at least 6-12 months before it can be accepted into the Brand Registry. If the trademark is not yet registered, it will be necessary to complete all registration procedures before being able to proceed with activation.
Once approved, a set of free tools will be unlocked that allow you to administer and protect products and manage your brand presence on Amazon (how your brand appears and is perceived by customers in the Amazon store) .
One of the tools in question is A+, a tool that allows you to enrich product offers with detailed descriptions, high-quality images and advanced graphic formatting. Thanks to this content, you can improve the visual and textual communication of your products, highlighting their distinctive characteristics and benefits for customers.
Once all the preparatory steps have been completed, it will be time to choose the display template for your shop: among the various possibilities you will also have the Amazon Showcase and in the next paragraph we will explain when to choose it and how to customize it.
What is an Amazon Shop window?
As already mentioned, an Amazon Shop window is a display template for your store within the platform, designed to best present your range of products and improve the overall customer experience. This solution is particularly suitable for brands that have a wide selection of products, because it offers a flexible space in which to insert detailed information and enrich the visual experience thanks to the insertion of multiple multimedia contents.
The Amazonshop window is a great option for those who want to create a consistent and professional brand experience. You can use different pages to showcase your product lines, special promotions and tell the story of the brand, offering a complete overview of your offer. The navigation structure and the intelligent use of images and videos can capture attention and guide the user towards a more engaging and interactive shopping experience.
The shop window can in fact significantly influence users’ brand experience, determining the type of interaction with the products and the very perception one has of the brand. Creating a well-structured storefront allows you to differentiate yourself from the competition, making the brand easily recognizable and offering a fluid purchasing path.
How to create and optimize an Amazon shop window
To create your Amazon storefront, start by accessing Seller Central and, from the navigation menu, select “Stores” and then “Manage stores”.
Here, you will find the option to create your store by clicking on “Create store”. At this point, you will be asked to choose a layout: if you intend to upload a wide range of products to your store that will be given plenty of space for photos and text, the best choice will be a storefront.
Once you have selected the layout, you can access the Store Builder, the tool that allows you to create your online store directly on Amazon.
The next step involves using the Tile Manager, which allows you to add and organize the contents of the page: you can combine images, texts and videos of your products to create an engaging browsing experience.
Before publishing the store, you can use the Preview Window to view the appearance on both desktop and mobile (be sure to optimize the shopping experience as best as possible, especially on mobile, thanks to a special section of the builder you can take care of this aspect). Every single box within the page is editable, allowing you to create the perfect presentation for your products.
If needed, you can create multiple pages within your store, each with specific functions or to showcase different product categories, such as bestsellers or special promotions. Pages can be navigated up to three levels deep, providing a very intuitive shopping experience.
Once you’ve completed creating your store, you can click “Publish.” Your store will then go through a review process that may take a few days to be approved and go live.
Once your store is live, you can monitor its performance through Store Builder by accessing the “Insights” section.
Our tips for your Amazon shop window
Having an Amazon shop window allows you to take part in one of the sales channels most frequented by consumers who buy online.
Despite the many advantages, standing out in such a vast marketplace can be complicated: competition is very high and the attention span of online users is increasingly low, which makes adequate optimization of the Amazon showcase essential.
Therefore, you should know that it is not enough to open an Amazon showcase “randomly”, but, rather, to structure it adequately because this is the only way to attract more visitors and convert visits into purchases more quickly (and more easily).
Proceeding with the “do it yourself”, although it may seem like an economical option, often leads to unsatisfactory results, demoralizing and unclear attempts. Relying on experts in the sector allows you to avoid the most common mistakes and implement proven strategies that can make the difference right away.
We at BrandOn Group have been operating in the field of online commerce for over 10 years, we are experts in identifying the best strategies and techniques to use to emerge on highly competitive platforms such as Amazon. Therefore, if you want to better optimize your Amazon storefront and maximize sales, contact us and request advice from our team.
