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For a long time, providing adequate customer service has been a baffling and complex activity, especially since Amazon has set this specific criterion at the top of its priorities. Obviously using the appropriate content helps point out the personality and perks of a certain product, but there are two sides to that coin; it’s way harder to promote the brand’s main goal while spreading a bigger message on Amazon!

In its strife to tackle this problem, Amazon continuously works on the development of certain options for brands. And now, after tremendous amount of work on Amazon’s part, brands are provided with an arsenal of tools like Amazon Stores for reaching and therefore maintaining their potential customers. Just like everything, it’s not that simple. Amazon Stores is a marketing tool which basically means that it requires paid traffic. If this requirement is not guaranteed, the tool won’t work. And that’s only fair.

Discovering Amazon Stores

It’s safe to assume that when a brand comes across something like Amazon Stores, the first question that would pop up is: what is Amazon Stores?

To put it simply, Amazon Stores consists of on-Amazon landing pages which are designed to give the brand more exposure on the market. Diving deeper into the idea of Amazon Stores, it becomes easy to reveal its way of working. This tool will handle the representation of the products along with their brand voice and images; in other words, your brand will be ready for selling itself on Amazon. At first glance, Amazon Stores is the answer to the problem brands are facing every day, but a word of caution:  
it’s not easy for Amazon Stores to be found through sellers’ organic search. It needs to be viewed as an advertising tool, which means brands would still need to drive traffic to their store, which is mostly done using advertisements.

Playing Hide and Seek with Amazon Stores

Specific paid promotions (seasonal pushes, product launches) are the key to stores’ successful operation on Amazon. Sadly, even the greatest stores are often hidden from shoppers’ eyes. To be noticeable, a store has to run advertisement campaigns to drive traffic. Amazon Store has an Amazon URL, which allows a store to become a landing page for campaigns that are external. Any campaign which accepts URLs can be a rabbit hole which leads to a store.

Amazon vs. DTC

If you’re operating on Amazon’s marketplace, wouldn’t it be better to send the bulk of your paid traffic directly to Amazon instead of DTC? Of course it would. Even though DTC can have better margins, it’s always better to opt for the first choice as well. Many sellers don’t know that A9, Amazon’s famed algorithm, takes traffic volume into consideration when it comes to ranking. If the brand has high traffic on Amazon, products will achieve more visibility in the marketplace’s search engine. For reaching dizzy heights, it’s always better to send the paid traffic on Amazon since shoppers are on Amazon already and the possibility of having success is much higher. Moreover, did you think Amazon would just let advertisers sway away with ad traffic outside of its marketplace? Definitely not.

Keep in mind that it’s harder to reel in tools like Pinterest, Instagram, Google search ads for sending traffic to Amazon because most brands would rather drive that traffic to their direct-to-customer sites.

Most brands don’t have money to burn, so it wouldn’t make sense for them to break the bank on driving all of their traffic to Amazon, but it’s better to foot the bill for this feature. Even better, why not combine Amazon Stores and DTC? Better hold two aces instead of one!

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