Boost external traffic conversions by building transactional Amazon Storefront pages
Amazon Storefront - Product Grids:
- Product grids display products in a product grid (row) on your page. A list of products can be selected manually or based on search keywords.
- Amazon Product Grids can also show an “add to cart” directly under the product, which lets consumers add the products to their cart directly from your storefront
- Product reviews and product prices are also easily viewable for the consumer to shop and pick what product/variation they want
Amazon Storefront - Product Tiles:
Product Tiles only show one ASIN at a time but still give the consumer product price, reviews, and the ‘add-to-cart’ button easily accessible
- Product detail layout automatically displays information from the detail page
How To Structure and Design Your Storefront
The team at Ampd recommends you build a storefront category page using the modules mentioned above, in the following format:
Product Tile At The Top Of The Page:
- A single Product Tile of the hero ASIN for that category, at the very top of the storefront page - the best-selling or highest-reviewed product from the category
Product Grid Of Variations Under The Product Tile:
- Directly under the product tile module, a Product Grid module highlighting all of your other different ASIN variations for that product category
Lifestyle & A+ Content, Bottom Of Page:
- After you’ve displayed all your variations via Product Grids, at the bottom of the page, introduce lifestyle and A+ content about your product and brand story.
- This can be a great way to educate consumers about your product and brand, once they’ve scrolled through all of your product options
5 Easy Steps To Build A New Transactional Amazon Storefront Page
Step 1: Open your Amazon Storefront inside your Amazon console.
Step 2: Inside the Store builder select a new page or edit an existing page.
*We recommend creating category pages with similar and complementary products.
Step 3: Configure the selected page using "Page sections".
In the below example, the storefront uses nontransactional "page sections" including "images" without "add to cart" buttons and "shop-able images" that send the traffic out to the Product Listing page:
Sellers will want to avoid using sections that link to the Product Listing page.
The goal is to insulate your products from competition by keeping the shopper on your storefront, shopping your products and not your competition's.
Avoid using Sections that link out and instead use these sections:
- Product
- Product grid
- Video
- Text
- Image
Step 4: Feature the "Product Tile" or "Product Grid" at the very top of your page.
These are transactional Sections with "add to cart" buttons.
Note: If you have a coupon on your product, the "add to cart" button may not appear on your storefront.
Step 5: Review your page layout
Sellers will want to use each section to help sell their products. As the shopper scrolls down your page, this is your opportunity to convince them to buy from you.
This is an ideal layout for a standalone product as the product is front and center, but still allows the shopper to scroll down to see a video of the product and, if they aren't sold yet, they can scroll down further for images that further convince them to purchase.
Important: For Amazon Attribution to work correctly, you must enter products into the Product Grid "manually, by entering a list" as seen in the screenshot below:
Ampd Pro tip: Gain Brand Followers
Amazon is starting to allow Brands to communicate with anyone who "follows" their brand, providing opportunities to improve lifetime value and making future product launches easier as you can inform all your followers.
These storefront campaigns can be a great way to drive Brand followers as the traffic is coming in and shopping your store. We recommend adding a call to action note in your storefront banner as seen below that tells your customers to follow you.
