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How to use Brand Stores and Amazon Posts for visibility
Maria
Client Success Manager at Amersify
Introduction
Many sellers focus heavily on ads and keywords but overlook the power of brand storytelling. Amazon Brand Stores and Posts are undervalued tools that transform your Amazon presence from product listings into a branded shopping experience. Together, they increase awareness, traffic, conversions, and loyalty while reinforcing your brand identity on Amazon.
What Is an Amazon Brand Store?
An Amazon Brand Store is a free, custom-branded storefront for brand-registered sellers and vendors. It serves as your Amazon “homepage,” showcasing your full product range, brand story, and curated collections—without competing ads or distractions.
Key Benefits
Zero competition: No rival products in your store.
Higher conversion rates through controlled browsing flow.
Enhanced organic visibility in search results and Sponsored Brand ads.
Access to advanced Store Insights including mobile and desktop traffic metrics.
Amersify Tip:
Drive all off-Amazon traffic—including PPC and influencer campaigns—to your Brand Store for a seamless experience.
What Are Amazon Posts?
Amazon Posts are free, image-based, social-style updates visible on product detail pages, your Brand Store, and category feeds inside the Amazon app. They enable lifestyle storytelling, product highlights, and cross-selling—similar to Instagram, but within Amazon.
Key Benefits
Boost organic traffic to your listings at no cost.
Help shoppers discover related products easily.
Build brand recall through consistent visuals and tone.
Pro Insight:
Posts are available for Brand-Registered Sellers in key marketplaces like the UK, US, and EU.
Setting Up an Amazon Brand Store
Go to Seller Central → Stores → Manage Stores → Create Store.
Select your brand name (matching Brand Registry).
Choose a template or start from scratch.
Add hero banners, product grids, videos, and navigation tiles.
Preview on both desktop and mobile using the Store Builder’s device toggle.
Submit for approval (usually 24–72 hours).
Store Best Practices
Use high-resolution lifestyle imagery (minimum 1500px).
Create logical navigation by product type or collection.
Include your brand story and key selling points above the fold.
Refresh content for events like Prime Day and Q4 gifting.
Optimise your Store for mobile, testing preview links on real devices to ensure navigation, text, and images display well across screens.
Amersify Tip:
Add Store Spotlight Modules to feature bestsellers and new launches, improving dwell time and conversions.
Creating and Optimising Amazon Posts
Access Amazon Posts → Create Post.
Upload a square image (1080x1080px) featuring the product clearly.
Write short, benefit-focused captions (avoid hashtags/emojis).
Tag corresponding ASIN(s).
Submit for review (usually live within 24 hours).
Post Best Practices
Use lifestyle photography showing authentic product use.
Maintain a consistent posting frequency (3–5 times weekly).
Keep captions engaging and customer-focused.
Avoid over-branding; authenticity drives Amazon’s algorithm preferences.
Amersify Tip:
Schedule posts in advance and promote them externally through email or social influencers.
Linking Stores and Posts
Integrate Brand Stores and Posts for a unified shopper journey:
Link Posts directly to relevant Store pages for seamless discovery.
Feature Post-style carousels inside your Store to highlight fresh content.
Use Sponsored Brand ads to funnel paid traffic to your Store, maximising ROI.
Pro Insight:
Consistent visual themes across Stores, Posts, and ads strengthen brand recall and trust.
Measuring Performance
Brand Store Analytics
Monitor via Stores → Insights in Seller Central:
Visitor count and engagement depth (views per visitor).
Sales and units attributed to your Store traffic.
Traffic sources (organic, paid, external).
Separate desktop and mobile reporting to optimise for both experiences.
Posts Insights
Limited but growing data includes:
Impressions and engagement rates.
Click-throughs to product pages.
Top-performing content benchmarks.
Amersify Tip:
Cross-reference Brand Store and Posts data with Brand Analytics Search Query Performance for a holistic view of brand impact.
Advanced Strategy — Integration with Ads
Use Sponsored Brand ads to drive targeted traffic to your Store.
Tag external campaigns with Amazon Attribution to measure off-Amazon impact.
Experiment with different Store versions for A/B testing on messaging and visuals.
Promote Posts externally via social media, email, and influencer partnerships.
Pro Insight:
Use your Brand Store as a landing page for Google Ads or Meta campaigns combined with Attribution tags for end-to-end tracking.
Mobile Optimisation for Brand Stores (2025 Update)
With over 75% of Store visits coming from mobile devices, optimising for mobile is essential:
Use Amazon’s Store Builder mobile preview to test designs across devices.
Upload mobile-optimised images where possible to ensure legibility and fast load times.
Structure content for vertical scrolling with clear CTAs easily tappable on phones.
Test your Store’s mobile experience by navigating it on actual devices before publishing.
A well-optimised mobile Store increases engagement metrics like time on site and conversions significantly.
FAQs
Are Brand Stores free?
Yes, whilst Brand Stores are available only for Brand Registered sellers.
Can I link my Store in Sponsored Brand ads?
Yes. Linking to your Store yields higher conversion rates than product listing links.
Are Amazon Posts available for all sellers?
No. Posts are limited to Brand-Registered sellers and vendors in approved marketplaces.
Can I schedule Amazon Posts?
Yes, you can queue and schedule posts in advance using the Posts dashboard.
Summary
Amazon Brand Stores and Posts elevate your Amazon presence from product listings to compelling brand experiences. Together, they boost visibility, improve conversion, and foster shopper loyalty. By integrating these tools with strategic campaigns and mobile optimisation, you harness one of the platform’s most powerful levers for growth.
At Amersify, we craft data-driven, brand-centric Stores and Posts that transform browsers into loyal customers—making your presence on Amazon unmistakably yours.
