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Amazon SEO: How to Optimize Brand Store Pages on Amazon

In the world of consumables, the entirety revolves around brand visibility. The more visible your brand is, the more prospective buyers are having a brand recall and eventually increasing your sales. Aggregators like Amazon store can be used to reach an audience where on an individual level you might not have been able to so easily. It is a win-win situation for all three parties, the brand selling the product, the buyer and the aggregator. By being available on such a large aggregator on which the users depend on such a higher note, you can better differentiate from the competition by increasing brand recognition and loyalty. 


What is Brand Store Page on Amazon? 

An Amazon store is a little form of the Amazon site for a particular brand's product only. It permits buyers to shop for items from their Amazon store and not from any of their competitors that live there. Amazon Storefront is totally adaptable. Sellers can feature their top-of-the-line products, share their brand story, and promote their products.  

Amazon Brand Store Page

Before we dive deep into, how we can optimize the Amazon Store let's first understand how Amazon's A9 algorithm works and what are the new changes in the algorithm which may be called A10. 


Amazon’s A9 & A10 Algorithm: (H1) 

The proper use of keywords is critical in Amazon SEO, just as it is in Google. This defines how the A9 algorithm examines what clients are looking for and connects them with the most relevant products. Amazon's A10 update considers several elements that can influence a product's relevance depending on consumer searches.  


The 4 primary factors are Availability of the product, pricing of the product, keyword match and sales of the product. 

Amazon's Primary Factors


Keyword match, possibly one of the most important aspects of Amazon optimization services, is determined by the keywords you choose to make your products more relevant to Amazon shoppers. The more closely your keyword matches with what the buyer is looking for, the higher you will rank for that keyword. 

When it comes to purchasing decisions, price is a big factor. If the quality isn’t too different, what will motivate consumers to buy is the price. Sellers need to set a fair price for the products, so it won’t cost a fortune to the consumers to buy the product. 

The final consideration is Sales speed. Everybody knows that Amazon is an online marketplace with the primary goal of allowing people to buy as many things as they can. There are several sub-factors that determine how quickly sellers can sell their products under this factor. 


5 Tips to Optimize Amazon Brand Page:  

1. Know what your customer wants:

Before setting up a Store that fulfills business goals, sellers must first understand how consumers search and discover products on Amazon. They need to look for terms that customers type into a search engine when looking for a product. Compile a list of high-intent transactional keywords and utilize them in the Amazon store. Brands Store appearance and feel should represent their target audience's lifestyle, qualities, and objectives. This will have a long-term impact on the customer experience. 

For example, sorting products by sport or activity in a sportswear store. 

For a dog food company, this could mean displaying products based on the size or diet of the dog. 

Sellers can better lead their consumers on their path if they understand what they want and solve their difficulties. 

2. Consumer Experience and Store Layout:

Higher conversions are the result of a better user experience. Sellers store design should be simple to navigate and scroll through. They should organize their stores' navigation to match what their target audience is looking for. It's a good idea to categorize them by utility or benefits. While creating an Amazon Store, sellers will find a variety of templates that may be customized to fit their brand's needs. The sellers should consider mobile experience as more consumers are purchasing on their mobile phones, it’s a good idea to test your store on a few different mobile devices and a laptop to ensure that photos and other text content don't overlap and that everything works properly. 

3. Understandable Visuals:

Along with a well-thought-out structure, high-quality creatives may give the seller's store a lot of depth. For better appeal, sellers can use a linear arrangement and infuse interactive product tiles with important selling features. To achieve a balance with the overall brand image, it's critical to use the proper colors.  

For example, WHEY protein brand, which often uses strong and dark colors, photographs of individuals with an active lifestyle, whereas a skincare brand could use images that are bare-faced, have neutral tones, and were shot in the natural environment. Another fantastic method to use visuals is to include photographs of different applications for products, which helps customers visualize how to use it.

4. Optimize Content that is Easy to Understand & Relatable:

When content is concise and relatable, it may be a powerful conversion driver & understanding more about a consumer’s personality can be a terrific method to figure that out. Find out what their problems are and what might appeal to them. One thing that sellers should keep in mind is that Google scans and indexes their Store's keywords. To boost brand's discoverability via various channels, they should incorporate high relevant keywords in their content.

5. Track Performance through Amazon Tool:

As soon as the seller’s storefront is approved, they can start using Amazon’s Brand Analytics tool to track its success. It is far more accurate than other third-party tools, and it provides information on the most popular phrases and search terms used by consumers, as well as those used by sellers’ competitors. They will be able to discover which keywords convert the best for them. 

Brands can use this data to improve their content in their advertising and optimize their storefront product pages. 

Below is an example of a well-optimized Brand Store page. 


Beardo Amazon Brand Page Example

Amazon Storefront Example

Beardo Amazon Storefront  Example



An Amazon Storefront can be extremely beneficial, and it is a great strategy to increase your website's visibility and revenues.  

You can use an Amazon Storefront to:  

  • Take advantage of Amazon's massive traffic Volume 
  • Improve brand recognition 
  • Obtain your very own Amazon URL 
  • Provide consumers with a unique shopping experience