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Keeping Up With Amazon: What Are Amazon Stores?

Brigette Cheung

Amazon released Stores in 2018, allowing retailers to build custom landing pages that showcase their top products or product categories. Amazon Stores often feature lifestyle images and creative product descriptions, allowing retailers to educate and inspire shoppers. With Amazon Stores, retailers can go beyond the functionality of a standard product detail page and introduce shoppers to their brand and grow brand loyalty.

In this latest installation of Keeping Up With Amazon, we’ll explore what Stores are and how they might impact retailers’ strategies on Amazon.

Release Date:

Amazon introduced Stores in July 2017, and it continues to release new updates to these pages. In 2020, Amazon added shoppable collection images, more links to Stores across Amazon, and post scheduling within Stores.

What It Is: 

Amazon Stores are a free feature that allow retailers to build multi-page, customized storefronts that feature their products, brands, and unique value proposition. In a standard Amazon search results page, shoppers may asses a retailer’s product solely on price or customer reviews. It can be difficult to stand out amidst a wide variety of options. Stores provide retailers the opportunity to showcase their unique value and provide more details about their top products.

Retailers can use the page to highlight a new product launch, promote their top-selling products, or educate shoppers about their brand story.

Stores can be used as the landing page for retailers’ Sponsored Brand ads.

Amazon Stores

What It Means for Your Business:

Like Posts, Amazon Stores offer another way for retailers to differentiate their products on Amazon and reach shoppers earlier in their shopping journey. Retailers have complete control over how they present their brand and products in Stores, highlighting their brand identity and unique value proposition. They can develop sub-pages that introduce shoppers to new products they may not have considered purchasing otherwise.

Stores are part of a larger trend on Amazon. As the marketplace becomes more competitive, Amazon has introduced more features to allow retailers to stand out on the results page and engage shoppers with more eye-catching or meaningful content. The goal of these brand-building tools is to help retailers develop an actual relationship with shoppers on Amazon and increase brand loyalty, something that hasn’t typically been associated with the platform.

Amazon Stores are free to implement and Sidecar recommends experimenting with them, particularly if you already advertise with Sponsored Brands. You may be able to build brand awareness with Amazon users and drive repeat business with compelling product images and copy. If Amazon continues to drive traffic to these pages through other ad formats, Stores will gain even greater value for retailers.