Amazon Brand Stores are key tools for brands looking to maximize their visibility, engagement, and sales on the Amazon platform. In this success case, we demonstrate how a well-optimized Brand Store can positively impact short-, medium-, and long-term results. We analyze data from several brands in the pharma, beauty, food, and appliances verticals, highlighting trends and key outcomes.
Impact on Results
1. Increase in Traffic and Sales
Brand Store visibility clearly supports product sales. Our analysis shows that both traffic and sales increased across all brands when comparing year-over-year data.
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Pharma Brand: +164% in visits and +279% in sales YoY, thanks to a content optimization strategy and targeted promotions.
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Beauty Brand: +100% in visits and +67% in sales, driven by a strong investment in Sponsored Brands (+147%).
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Food Brand: +387% increase in visits, showcasing the Brand Store’s ability to attract new audiences (NTB) and retain existing ones (SNS).
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Appliance Brand: +159% growth in traffic and +50% in sales, highlighting the importance of an integrated advertising strategy.
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Home & Kitchen Brand: +341% growth in traffic and +39% in sales, leveraging key promotions via a dedicated offers tab.
2. Conversion from Sponsored Brands
Brand Stores can be accessed organically via the buyline on product pages or through advertising, especially via the Sponsored Brands format.
Traffic from Sponsored Brands plays a crucial role. In all analyzed cases, we observed a direct correlation between ad investment and increased sales.
Brands that significantly invested in Sponsored Brands (e.g., beauty +147%, appliances +117%) also reported notable increases in traffic and sales through their Brand Stores.
3. Engagement in Specific Tabs
Having a Brand Store is essential, but ongoing optimization is just as important. Tabs that were regularly updated showed lower bounce rates and higher retention.
Tabs like “Best Sellers” and “Offers” generated high engagement. These sections helped organize the catalog and attract both organic visitors and those directed via Sponsored Brands.
New to Store Visitors have also become a critical segment for medium-term strategies.
4. Promotional Impact
Key promotional events such as Prime Day and Black Friday have a significant impact on sales.
Featuring promotional products in a dedicated Brand Store tab directly boosts conversion. In our analysis, home & kitchen and food brands stood out during promotional events, with notable traffic and sales spikes that led to sustained growth.
Key Strategies Implemented
It’s clear that Brand Stores play a major role in achieving sales goals. Here are the specific actions we implemented to achieve such impactful results:
1. Content Optimization
Regular updates to images and descriptions are essential to reflect promotions and highlight key products.
We also recommend using lifestyle videos and images to enhance engagement and highlight product USPs.
2. Advertising Investment
Driving qualified and relevant traffic to the Brand Store—and maximizing its visibility—is achieved through Sponsored Brands ads. Two keys to success implemented across all analyzed clients:
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Allocate sufficient budget to Sponsored Brands and track performance with the right metrics.
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Set up campaigns with specific targeting to capture both returning and new customers.
3. Data Analysis and Adjustments
All Amazon actions—not just Brand Stores—require continuous data analysis to adjust, refine, or optimize strategies.
For Brand Stores, these two actions were key to strong performance:
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Monthly monitoring of KPIs (views, sales, bounce rate, conversion rate) with fast adjustments based on results.
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Identifying underperforming sections/tabs and optimizing them to improve retention.
4. Focus on New Visitors
Brand Stores are the storefront of a brand on Amazon—essentially mini-sites within the platform.
They are ideal for showcasing brand identity, storytelling, and the full product catalog.
At Amazing, we recommend designing specific strategies to attract “New to Store Visitors,” ensuring a positive first experience that fosters loyalty and conversion.
Long-Term Results
While we’ve focused on short-term performance, it’s important to highlight the long-term value that Brand Stores provide. Based on the brands analyzed, here are four long-term outcomes:
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Customer Loyalty: Across all cases, we saw increasing brand loyalty, with more returning customers making repeat purchases via the Store.
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Conversion Funnel Effectiveness: As previously mentioned, combining Sponsored Brands with optimized Brand Stores has proven to be a winning strategy, delivering consistent, tangible results.
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Sustained YoY Sales Growth: All brands analyzed experienced continuous annual sales growth, confirming the Brand Store’s role as a core element of their Amazon strategy.
Conclusion
A well-designed and well-managed Brand Store, paired with an effective advertising strategy, not only improves brand visibility and customer engagement but also boosts sales in the short, medium, and long term.
The data and cases presented underscore the importance of optimizing and fully leveraging this tool to ensure success on Amazon.
