Welcome to the ultimate roadmap for conquering the Amazon Store landscape! Whether you're a fledgling entrepreneur or a seasoned seller, this comprehensive SlideShare presentation is your go-to resource for navigating every facet of the Amazon e-commerce ecosystem. We'll start with the basics, guiding you through the intricacies of setting up your Amazon Seller Central account and understanding its interface. From there, we'll delve into the heart of successful selling on Amazon, exploring strategies for product research, selection, and sourcing. Learn how to identify profitable niches, source high-quality products, and conduct competitive analysis to gain a competitive edge. Crafting irresistible product listings is key to standing out in the crowded marketplace. Our presentation will equip you with the tools and techniques needed to create listings that compel shoppers to click "Add to Cart." Discover the art of writing persuasive product titles, optimizing bullet points, and crafting compelling product descriptions that resonate with your target audience. We'll also dive into the importance of keyword optimization and image selection to enhance search visibility and drive conversions. But success on Amazon isn't just about listing products – it's about understanding and leveraging the platform's algorithms and advertising tools to your advantage. Learn how to navigate Amazon's A9 algorithm and optimize your listings for improved search ranking and visibility. Dive into the world of sponsored advertising campaigns, from Sponsored Products to Amazon PPC, and discover how to craft effective campaigns that drive targeted traffic to your listings and boost sales. Operational excellence is another cornerstone of Amazon success. We'll cover best practices for inventory management, order fulfillment, and customer service, ensuring that you're equipped to deliver a seamless shopping experience that delights customers and fosters loyalty. Explore strategies for monitoring seller performance metrics, handling customer inquiries, and managing feedback to maintain a positive reputation and drive repeat business. Throughout the presentation, we'll draw upon real-world examples, case studies, and success stories to illustrate key concepts and inspire you to take action. Whether you're a solo entrepreneur or a seasoned e-commerce professional, our goal is to empower you with the knowledge and confidence needed to thrive in the competitive landscape of the Amazon marketplace. So, are you ready to embark on your journey to Amazon Store Mastery? Let's dive in together and unlock the full potential of your e-commerce business. With practical tips, actionable insights, and a roadmap to success, you'll be well-equipped to achieve your entrepreneurial dreams and make your mark in the world of online retail. Let's get started!

1. Amazon Store: A to Z
All about Amazon Store

2. Why should I build a Store?
It’s not because
those products
aren’t important.
They obviously
are. But they’re
one facet of your
brand, not the
entire
conversation.
Imagine someone
you've just met is
curious about your
brand. How do you
describe it? You
probably don’t say
“I have these
products X and Y”
and end it there.
You can apply this idea to your
brand on Amazon. Customers
want to discover brands.
They’re curious to see who
they are. Stores give
customers another way to
browse, engage, and shop, and
brands another way to connect
with them in the process.

3. All information on Stores and brand shopping experiences.
3
Utilize Posts, Brand Follow, Amazon Live, and Stores to
engage with shoppers throughout their journey.
2
Authentically tell your brand story through lifestyle and
video creatives, showcasing your full product range for an
optimal shopping experience
Your Amazon Store is your brand's exclusive hub for
shoppers to explore, interact, and purchase in one central
location
1

4. Benefits of Amazon Store
Curate as you like
03
Add videos, lifestyle images, and stories
about your brand
Integrate with Sponsored
Brands
02
Combine with your advertising efforts to help
drive discovery
DIY Solution
01
You don’t have to be a designer or know how
to code

5. Benefits of Amazon Store
Stay informed
06
The Stores insights dashboard offers details
on engagement, sales, and more
Tell your brand's story
05
Express your brand's unique value to engage
shoppers
Promote your Products
04
Show your full catalog in one shoppable
setting

6. Benefits of Amazon Store
Livestream your content
09
Inspire and educate in real time with Amazon
Live on your Store
Authentic lifestyle content
08
Boost engagement by sharing inspiring brand
content with Posts, auto-featured on your
Store
Grow your following
07
Boost Store engagement and expand your
following through Brand Follow

7. Creating your Store
Publishing your Store for the first time results in an average 8% sales boost the
next month compared to non-participants.
Stores introduce shoppers to your brand, sparking inspiration and encouraging
return visits.

8. Create your homepage in the Store builder
To create your Store, log in to the advertising console.
Navigate to Brand Content, select Stores, and initiate the process. Begin by
entering your brand name and uploading a high-quality logo (at least 400 x 400
pixels).
Next, add a meta description for your homepage. This brief description aids
search engines, so focus on articulating your Store's main purpose or call-to-
action for improved SEO performance.

9. Pick your preferred template
Educate shoppers on your full selection: Use the marquee template, enabling
organized navigation through multiple subcategories
Create product awareness: Utilize the product highlight template to showcase
bestsellers or new launches, enhancing visibility
Boost discovery and sales: Select the product collection template to highlight
related products, showcase a shopping theme, or provide a comprehensive view
of your catalog

10. Build your Store subpages
Go beyond your homepage by adding up to three levels of subpages to narrate
your brand story and showcase offerings.
To create a page, click “Add page” in the Store builder, selecting from various
templates.
Opt for the product collection template to feature additional pages focused on
top-selling products, catalog categories, deals, discounts, and seasonal items.

11. Additional tips: Build your Store subpages
Simple and customer-centric organization, such as by category, product type, use, need, or theme.
Example: For party supplies, group items by themes like birthdays, anniversaries, or bridal showers for easy
browsing
Beyond Products: Share more about your brand using text tiles to build pages on history, mission, and other
details
Flagship or Hero Product: Create a subpage highlighting benefits and usage instructions for a flagship or hero
product
Seasonal and Holiday Pages: Develop pages dedicated to seasonal or holiday-themed items for specific
shopping periods
Performance Boost: Advertisers adding at least 3 subpages to their live Store for the first time experience an
average 115.5% increase in shopper dwell time in the next two months, compared to non-participants

12. Optimize your Store for mobile shoppers
Create a mobile-optimized Store experience for your shoppers as you build or
update your Store.
Store Builder now allows you to easily create a mobile or desktop view of your
Store.
A version of your Store will automatically get created for the other device.
Switch between device views to see the progress of your Store design in real
time.

13. Choose your content tiles
Once you’ve chosen your template and added your subpages, you’re ready to
add the content that helps bring your Store to life.
Using the tile manager, you can populate your Store with videos, images, text,
and other products.
Add, delete, and organize these drag-and-drop tiles to fit your goals and engage
Amazon shoppers.

14. Stores content tiles
Product tile
Once you add your product, the product tile
will auto-populate the price, primary image,
and Prime status of the product. Full-width
tiles enable additional information from the
product detail page or your custom title
and description.
Image tile and image with text tile
Images can help create a unique look and
feel, demonstrate how products work, and
provide inspiration. Use the Image with
Text tile to overlay free-form text on or
beside the image. Link the image to a Store
page or product detail page.

15. Stores content tiles
Shoppable collection images tile
Use this tile for lifestyle images
showcasing products in various settings or
collections. Clicking on featured products
reveals basic details like name, price,
ratings, and Prime status. Shoppers can
add the product to their cart or navigate to
the product detail page.
Text tile
Text tiles allow you to provide more
information about your brand or products
using free-form text. You can link to a page
within your Store or to a product detail
page by adding a ‘Shop now’ or ‘Learn
more’ button below the text.

16. Stores content tiles
Video tile
Videos can be added to split-section tiles
and full-width tiles to further tell your
brand’s story. Be sure to remove any links
or references to external websites from
your video before uploading it.
Product grid tile
This grid tile showcases products with
details like name, image, price, star rating,
and actions like "Add to Cart." Manually
select or discover products by keyword,
with a minimum of four required for this
tile.

17. Stores content tiles
Gallery tile
The gallery tile supports between three to
eight images that are at least 1500x750
pixels. Use this to capture multiple shots
from your brand.
Best-selling products tile
An easy, automatic way to highlight your
bestsellers. When selected, this tile auto-
populates to reflect your top products and
will update as new ones reach that status.

18. Stores content tiles
Recommended products tile
This tile automatically generates products
for each visitor to your Store based on their
purchases and preferences.
Featured deals tile
If you have active promotions for any of
your products, use the featured deals tile to
display those promotions automatically.

19. Stores content tiles
Background video tile
Background videos let you make a bold
visual statement with your Store. Your
video will auto-play and loop silently for
visitors, as well as create a background for
your page.
Product collection tile
Product collection offers you the same
great functionality as a product grid—
including add-to-cart, quick shop, and the
option to automatically hide out-of-stock
products—while also providing the
flexibility to add up to five unique
collections on the same page.

20. Review and publish
● Check for typos, errors, and inaccuracies in your content
● Ensure mobile and desktop compatibility using the preview option
● Use high-resolution, well-lit, and well-cropped images
● Confirm content compliance with Store policies before submission
● Submit or schedule your Store for publishing
● Monitor moderation review status in the Store builder
● Once approved, your Store publishes automatically
● Consider creating scheduled versions for events, launches, or updates

21. Simplify browsing with engaging visuals and text
With Stores, you have the flexibility to add a range of content to each page to
bring your brand to life.
Making strategic choices about what appears on each page—from images and
videos to written text—can help capture the attention of shoppers and get them
excited to spend more time in your Store exploring your brand.

22. Simplify browsing with engaging visuals and text: Visuals
Advertisers who add a video to their Store for the first time see an average 43.7%
increase in shopper dwell time in the next two months, compared to those who
don’t.
When building or updating your Store, you can choose from a number of
different tiles designed to help your products shine.

23. Simplify browsing with engaging visuals and text: Video
Harness the power of video to distinguish your brand and products. A Wyzowl
study reveals that 69% of customers prefer learning about new products
through video rather than text or infographics.
High-quality videos forge meaningful connections, offering key product
information beyond images or text—showcasing performance under
challenging conditions or real interactions with your brand.

24. Use video to help
● Drive more sales of your top products by showcasing bestsellers
● Build brand awareness by highlighting your unique selling proposition and
sharing your story
● Increase consideration of your products by demonstrating them in action
● Develop loyalty among new and returning customers by introducing new
products
● To add a video to your Store, just use the video widget within your Store
builder to upload the video file and a cover image

25. A few more tips for adding video
● Place your video on the homepage for quick customer engagement and
extended Store browsing.
● Feature the video in a relevant category sub-page alongside the highlighted
product for easy learning and one-click cart addition.
● Utilize the background video widget for automatic, silent playback and
continuous looping in your Store.
● Ensure video compatibility by reviewing our specifications to troubleshoot
any issues.

26. Optimizing Your Store with Creative Assets
During Store creation and updates, leverage creative assets to locate your
brand’s videos, images, and logos across Amazon, including self-service ad
campaigns.
Use the advertising console's creative assets feature to store, manage, and reuse
visual content seamlessly. Upload files in bulk, and efficiently find them with
custom tags and ASIN labels.

27. Encourage browsing with product collections tile
Product collections let you display up to five curated groupings of products on
one page, offering flexibility in grouping by category, shopping interest, new
product lines, or seasonal items.
Assign each collection a unique lifestyle image and name, visually engaging
shoppers as they browse. Each collection can feature up to 60 products.

28. Other image tiles: Shoppable Images
Inspire customers with rich lifestyle images showcasing products in various
settings or complementing collections.
Make featured products shoppable, allowing customers to click for basic
information like name, price, ratings, and Prime availability.
They can easily add the product to their cart or navigate to the product detail
page.

29. Other image tiles and widgets
Image tile and image with text tile: Images can help create a unique look and
feel, demonstrate how products work, and provide inspiration. The image with
text tile allows you to add free-form text over or beside the image. You can also
link your image to a page in your Store or to a product detail page.
Product grid tile: This tile displays a collection of at least four of your products
in a grid format to help customers quickly view product information like
images, price, star ratings, and shipping options. The product grid will also
include an “add to cart” button to help customers easily make a purchase after
discovering your items.

30. Copy
Stores are a design-led shopping experience on Amazon, but the text—or
“copy”—on your pages can have just as big of an impact.
Detailed and descriptive copy is key in building a connection with shoppers and
helping them understand how they could use your products.
Your Store is a unique opportunity to pair lifestyle imagery and design elements
with copy to showcase your brand and products.
Let’s explore how to create impactful copy on your Store pages that can make
for a strong customer experience.

31. Tone
Tone represents the general character or attitude your words are conveying
about your brand. Just as color can help reflect different emotions, so can the
use of tone in text.
Aligning these two elements to create a cohesive visual and textual tone for your
Store will help create a memorable Stores experience.
Your Store’s tone should reflect your brand voice and identity. As a general best
practice for Stores, copy should usually convey a helpful and positive tone.
This will create a clear, educational, and engaging shopping experience.

32. Headers and unique selling propositions
Headers: The initial text on your homepage, the header sets your brand tone.
Include your brand name and consider adding a slogan or tagline.
Unique Selling Proposition: The unique benefit that sets your brand apart. It's
crucial for your Store, appearing prominently on the homepage.

33. Example template to write your unique selling proposition:
[Brand] offers [product] for [audience] to [value proposition or key point of
differentiation that solves the audience’s problem].
For example, here’s how one fictional brand might write their unique selling
proposition: Krazy Kanvas offers a wide selection of wild prints and ornate
frames that can take the walls of your home from ordinary to extraordinary.

34. Final copy tips
● Copy should enhance customer experiences and mirror your brand's tone
● Use clear, simple words for accessibility
● Craft short, impactful sentences to convey information effectively
● Vary formatting for readability; consider bulleted lists for benefits
● When editing, ensure clarity, necessity, correctness, and value
● Check for policy adherence, avoiding pressuring language or
unsubstantiated claims

35. Build your brand and support your business goals
Creating unique, compelling brand shopping experiences can help support
your full-funnel marketing strategy at every stage.
Let’s explore some brand-building strategies based on several different
business objectives.

36. Build awareness
For engaging new customers or launching a product, treat your Store as an
educational destination.
Craft a compelling top-of-homepage experience with vivid images and videos to
bring your brand and products to life, offering shoppers quick details.

37. Drive consideration/purchase
If the objective for your Store is to drive more sales, design your page to
showcase the top products that you want to highlight.
Use the widgets below to make it easy for customers to add products to their
shopping carts directly from your Store on both desktop and mobile.

38. Build loyalty and upsell
If you’re looking for a new way to build loyalty among shoppers and upsell your
products, tailor your Store page to returning customers by highlighting best
sellers, as well as related and complementary products frequently bought
together.

39. Tips
● Header: Craft a strong header with a concise tagline, brand logo, and lifestyle images to
encourage customers to explore further
● Image with Text Tiles: Utilize this widget to communicate your brand's value proposition
and educate customers about your product collection with inspiring images
● Videos or Background Videos: Enrich your Store's content by using video tiles to tell your
brand's story and showcase featured products prominently on the homepage
● Product Tiles: Promote featured products, showcase details, and include an "add to cart"
button using this widget
● Livestream: Leverage Amazon Live content to inform shoppers about key product
features, benefits, and special offers, aiding confident purchase decisions
● Posts: Share engaging lifestyle images through posts to inspire shoppers and encourage
consideration for your products

40. Create brand shopping experiences
In addition to Stores, you can access other free tools to build your brand’s
presence on Amazon.
Using these products together can help you establish a consistent brand
presence across Amazon and connect with shoppers in multiple placements
beyond your Store, like on product detail pages and in livestreams.
In turn, these tools can help you drive purchases and turn those connections
into lasting customer relationships.

41. Amazon Posts
Posts build an emotional connection with US shoppers in discovery mode.
Share authentic lifestyle content to reach and drive consideration.
Explore posts in Stores, product detail pages, and feeds. Use posts at no cost to
share branded lifestyle content, driving traffic to your Store, brand feed,
product pages, and gaining followers.

42. Posts to showcase products and grab shoppers' attention
Boost brand visibility: Explore posts across various Amazon placements,
including product detail pages, facilitating a seamless transition from
inspirational content to shopping your full selection
Show your products in action: Visualize products in realistic settings using
engaging lifestyle imagery, inspiring shoppers to consider them for purchase
Increase visitors to your Store: Directly navigate to your Store from posts,
driving engagement and exploration. Brands with a Store witness an average 8%
increase in new-to-brand shoppers after launching on Posts

43. Posts to showcase products and grab shoppers' attention
Drive consideration: Posts link directly to product detail pages, creating a
seamless way to help casual browsers consider your products for purchase
Grow your following: Use Posts to increase your brand following; shoppers can
click through to follow your brand on Amazon. Brands active with Posts have
325% more followers on average than those who aren’t
Curate a cohesive brand identity: Leverage creative assets in the advertising
console for a consistent brand identity across posts, Store, social media, and
more

44. Places for shoppers to see your posts across Amazon
Automatic Placements: Your posts can appear on product detail pages, within a
dedicated subpage in your Store, and in dynamic content feeds for related
products and categories
Brand's Dedicated Placement: Create 10 live posts following content guidelines
to appear on your product detail pages, offering a unique opportunity to feature
branded content where customers consider your products
Placements for your posts: Store Feed / Detail Pages Carousels / Category Feed
/ Related Feed

45. Getting started with Posts
If you sell on Amazon, you can start using Posts, even if you’re not advertising
with Amazon.
● Step 1: Register for a Posts profile at posts.amazon.com
● Step 2: Upload your logo and confirm your brand name, which will be
displayed in the post’s header section
● Step 3: Craft or schedule a post by uploading an image, adding up to 10
products, and a caption. Highlight product features, emphasize branding,
and convey your call-to-action

46. Ideas for your Posts content
Keep customers informed about upcoming promotions, releases, and restocks
with Posts. Boost visibility by posting about:
1. Products with deals
2. High-conversion best sellers
3. New catalog items for launches
4. Holiday or seasonal products
Posts featuring top-selling products average 57% more viewable impressions
and 51% more clicks compared to other products.

47. Consider our Posts best practices
Prepare and schedule a batch of engaging posts in advance. Create, edit, or
withdraw posts anytime. Post frequently for increased display and follower
growth.
● Frequency and Quality: No posting limit; frequently share high-quality
content for better display chances and follower growth
● Relevance and Engagement: Ensure relevance to your category and
audience. We automatically showcase posts in related and category feeds
based on relevance and engagement
● Imaginative Content: Use lifestyle photography and descriptive captions
aligning with your brand's personality. Tag multiple products in each post
to showcase collections

48. Consider our Posts best practices
Leverage Creative Assets: Use the advertising console to pull existing brand images,
ensuring a consistent visual identity across Amazon and other platforms like your
Store, ad campaigns, and social media
Image Best Practices: Avoid white backgrounds, crowded images, or those with text,
buttons, or icons for clarity and quicker understanding. High-quality images
following these practices enhance customer experience and build trust
Caption Importance: Craft captions to complement images. Highlight product
features, share brand stories, or support new launches based on your strategy. Lead
with crucial information for quick understanding
Positive Customer Experience: Maintain a positive customer experience with
approachable language in captions, reflecting your brand's personality and story

49. A few tips for creating engaging images
Image Impact: The image is key to standing out. No need for expensive
equipment; mobile phones work well. Showcase your product in a lifestyle or
specific use case. Create diverse posts for broader customer relatability
Mobile-Friendly Approach: Over 90% of post views are on mobile. Opt for
mobile-friendly aspect ratios like square or vertical (9x16, 4x5, 1x1) for a more
engaging experience

50. Use proper lighting and contrast: Ensure ample contrast between your product
and background. Avoid the product getting lost amid other elements by
providing adequate lighting
Know the rule of thirds: Apply the rule of thirds for a balanced composition.
Position your product at the intersection of lines for optimal focus
Create a single focal point: Consider your product's dimensions. For vertical
products like bottles, use a vertical image (1080x1920 pixels, 9:16 aspect ratio) to
maintain focus. Avoid overly small or large images for optimal viewing on
mobile devices
Follow lifestyle photography best practices:

51. What to avoid
Overlay Text Caution: Avoid excessive overlay text; it can distract or get cut off. If
used, keep it complementary, covering less than 25% of the image or being smaller
than primary subjects.
Collages and Complex Images: Discourage collages, multi-step instructions, or
separate images. They may be challenging for customers. Keep it simple for better
comprehension.
Avoid Packshot Images: Refrain from packshot images; they lack inspiration and
duplicate content. Shoppers already see such images on search results and product
detail pages.
Realistic Imagery: Avoid unreal or fake-looking images to maintain shopper trust. If
combining images, ensure consistent lighting and shadows for integration and
realism

52. Brand Follow
Brand Following Benefits: Customers can follow brands for a personalized
shopping experience on Amazon. Followers may see more brand content and
receive emails, enhancing engagement.
Follow Process: Shoppers can follow brands by hitting the Follow button on any
Store, post, thank-you page, or Amazon Live stream. Followers can access
brand deals on their homepage, receive push notifications for Lightning Deals,
interact with content in the Follow Timeline, and get notified when brands they
follow go live on Amazon Live.

53. Tips for growing your following on Amazon
Automatic Enrollment: No extra action needed for brand enrollment in Follow.
Grow followers by:
● Creating an engaging Store experience with your unique URL
● Posting frequently for brand recall
● Encouraging social media followers to follow your brand on Amazon
Follower Growth Stats: Brands with 10+ live posts have 473% more followers
than those without, and 247% more than brands with less than 10 posts.

54. Re-engage your followers with your brand
Highlight deals: Your followers can view featured deals from brands they follow
on their Amazon homepage.
Create content: Share compelling posts that align with your followers’ interests.
Go live: Use Amazon Live to give your followers a behind-the-scenes look at
your brand and products.
Promote new products: Using the Amazon Customer Engagement tool, you can
email your followers directly to help nurture customers relationships and drive
awareness for new product launches.

55. Amazon Live
Amazon Live is designed to inspire, educate, and entertain customers in a
format that allows real-time brand interaction.
Amazon Live helps give customers confidence to consider new brands and
make purchase decisions.

56. Get started with Amazon Live
Drive awareness and consideration: Introduce shoppers to your products and
provide them with the information they need to make confident purchase
decisions.
Educate shoppers: Inform audiences on product features, benefits, and special
offers in an interactive environment with live product demonstrations.
Connect in real time: Engage with customers using Amazon Live’s chat feature,
answering questions and providing information in real time to help drive
connection.

57. Livestream on your Store homepage
Livestream Visibility: Livestreams using Amazon Live Creator app appear on
the US Store's homepage for 24 hours after the stream ends. Engage customers
during and after the livestream, sharing special announcements seamlessly
within your Store.

58. Increase traffic to your Store
You built a Store, and now it’s time to help more shoppers find it. We’ll look at
four ways to help generate traffic and engagement.

59. Sponsored Brands
Sponsored Brands Overview: Amazon's self-service advertising solution
displaying select products in shopping results, featuring brand logo and custom
headline.
Campaign Options: Drive customers to a new landing page or your Store.
Linking to a Store with three subpages is recommended for deeper
engagement. Advertisers linking to a Store saw a 2x increase in Store
engagement, with a 55% rise in product detail page views and 15% sales increase.

60. Byline
Byline on Product Pages: Byline, in blue text near the product title on detail
pages, generates organic traffic to your Store. Interested shoppers can click the
byline to access your Store.
Tips for Correction: If the byline doesn't lead to your Store, contact Seller or
Vendor Central support. Provide product names and your Store URL for
assistance.

61. Posts
Drive Store Visits with Posts: Posts boost Store visits as shoppers inspired by
content can click through to the Store. This ensures a seamless shopping
experience for customers transitioning from content discovery to exploring
your brand and considering products.

62. Bring external traffic to your Store
Expand Reach Beyond Amazon: Share your Store link in social media, email
campaigns, and on your brand's website to attract off-Amazon audiences.
Track Engagement: Utilize the Stores insights dashboard to monitor and
measure engagement from these external sources visiting your Store.

63. Leverage SEO for off-Amazon search results
Stores pages' URLs are part of Google's Sitemap, guiding search engine crawls
and indexing.
Bylines with the same brand name have a canonical URL with Store and page
name, aiding search bots in understanding relationships and hierarchy.
Store pages on android and iOS devices deep-link shoppers to the Amazon
Shopping App, directing them to the Store page if the app is installed.

64. Create a strong “above the fold” experience
Prioritize a well-structured and mobile-ready "above the fold" experience for
your Store, as 69% of Store visits in 2021 were from mobile devices.
Emphasize a mobile-friendly design with at least three subpages and clear
navigation for top categories. Stores with 3+ pages show 83% higher dwell time
and 32% higher ad attributed sales per visitor on average.

65. Measuring performance
Access your Stores insights dashboard to gauge performance metrics such as
page visits and sales.
Analyze metrics by traffic source, including Sponsored Brands ads, byline on
product pages, Store source tags, and uncategorized "other sources."

66. Measuring performance
Visits
02
Count of visitors who arrived from a specific source
or visited a page within a single day. A visitor may
engage from multiple sources or pages.
Visitors
01
Sum of unique visitors within a selected range. A
visitor may browse multiple pages from various
sources, potentially resulting in a cumulative count
exceeding the daily total.
Views Number of page views
03

67. Measuring performance
Views/visit
05 Average number of page views per visit
Views/visitor
04 Average number of page views per visitor
Sales
Estimated total sales generated by Store visitors
within 14 days of their last visit
06

68. Measuring performance
Orders
08
Estimated total orders placed by Store visitors
within 14 days of their last visit. Orders contain one
or more units sold
Units sold
07
Estimated units purchased by Store visitors within
14 days of their last visit
Units/order Average units per order
09

69. Measuring performance
Sales/visitor
11 Average sales per visitor
Sales/order
10 Average sales per order
Sales/visit Average sales per visit
12

70. Measuring performance
Visitors
13
Total count of customers following your brand via
the “Follow” button on your Store or Posts. Available
in the US only

71. Use your metrics to make enhancements
Visits
01
Visitors can arrive from multiple
sources and visit various pages.
Utilize this insight to discern
patterns, such as whether an
increase in paid source traffic
aligns with a rise in Amazon
organic traffic, indicating a
potential halo effect.

72. Use your metrics to make enhancements
Page view/visitors
02
Determine the average daily pages
viewed per visitor. A high single-
page visit followed by low pages
per visit may signal a lack of
exploration. Consider refining
traffic sources or optimizing
landing pages, such as linking
Sponsored Brands ads to your
Store, for more relevant and
engaging traffic.

73. Use your metrics to make enhancements
Sales, units, and orders
03
Utilize data to calculate metrics
like sales per visitor, sales per
order, or units per order. Identify
top and bottom-performing pages
and traffic sources. Consider
replicating successful strategies
for low-performing areas or adjust
traffic-driving approaches.

74. How often should I update my Store?
Let metrics guide your actions. If a product page has high views but low
conversions, consider showcasing new products, using different tiles, or adding
dynamic content like videos. Refresh your Store for new product launches,
campaigns, promotions, and major holidays to maintain a cohesive brand
experience.
Stores updated within the past 90 days, on average, attract 11% more repeat
visitors and achieve 13% higher attributed sales per visitor.

75. Measuring your Posts performance
Review the following metrics in the context of your business goals and continue
adapting your posting strategy to meet your objectives.

76. Goal 1: Build brand awareness and loyalty
Follower count
01
Growing your follower count directly
correlates with increased brand awareness.
Build a larger follower base to engage and
retain loyal customers
Tips
Increase your followers by posting regularly
and ensuring a unified brand experience
across your posts and Store
-

77. Goal 1: Build brand awareness and loyalty
Follow clicks per post
02
Download a report to review which posts
drove the most followers
Tips
Use this metric to learn which types of posts
resonate the most with shoppers and lead
them to follow your brand
-

78. Goal 1: Build brand awareness and loyalty
Viewable Impressions
03
Viewable impressions refers to the number
of times Amazon shoppers were exposed to
your content, which is critical for growing
brand awareness
Tips
Consistently posting engaging content will
help your posts surface more regularly and
garner more impressions in detail page
placements, related feeds, and category
feeds, which populate based on relevancy,
freshness, and historical engagement
-

79. Goal 1: Build brand awareness and loyalty
Reach
04
Reach refers to the number of unique
shoppers who viewed your posts, which is an
important metric for tracking conversions
Tips
Analyzing your reach can help you measure
the number of unique opportunities you had
to convert new shoppers into customers
purchasing from your brand
-

80. Goal 2: Drive consideration and conversions
Engagement rate
01
Your engagement rate is calculated by total
clicks over total viewable impressions. This
metric illustrates how well your posts
encourage shoppers to continue exploring
your products and move further down the
purchasing funnel
Tips
If you’re noticing low engagement rates,
reevaluate your content and test new images
and captions to discover what resonates
best with shoppers on Amazon
-

81. Goal 2: Drive consideration and conversions
Product clicks
02
Review product clicks to see how many
times customers are clicking on the products
tagged in your posts and visiting the related
product detail pages
Tips
If you’re seeing low product clicks, ensure that the
correct products were tagged that appear in the
image of your post. Consider testing posts with
different captions for the products to learn what
content inspires shoppers to seek more details
about your products
-

82. Goal 2: Drive consideration and conversions
Clicks to Store
03
Review the number of clicks from your posts
to your Store to understand how often
shoppers are interested in learning more
about your brand and product offerings
Tips
Keep your Store updated with engaging
content like videos and shoppable images to
give visitors a reason to keep coming back
for the latest from your brand
-

83. Thank You