Amazon Brand Stores

What are Amazon Brand Stores? 

Amazon Brand Stores are a digital storefront native to the Amazon marketplace. These stores are made by Amazon sellers using templates provided by Amazon, which can be customized to use a brand’s colors, images, and copy.  

Brand Stores provide many benefits, not the least of which is they feature a brand’s products in a centralized location largely removed from the competition. Once a shopper is in a Brand Store, they are browsing only your products. Brand Stores can also be used in conjunction with Amazon advertising and social media marketing, but more on that later. 

For their first few years, Amazon Brand Stores were hard to find organically. There was not a “shop by Brand Store” option, nor were links to Brand Stores easily identified. Amazon seems to have recognized that this experience was ideal for neither shoppers nor sellers, and has taken steps to make Brand Stores easier to discover. Such efforts include:   

  • Links to Brand Stores within listings now say “Shop [Brand]” instead of simply stating the brand name. This sets clearer expectations for what will happen when a shopper clicks the link. 
  • Sponsored Brand Ads can direct shoppers to Brand Stores. 
  • Amazon has stated that Sponsored Brand Videos will be able to direct to Brand Stores in the near future. 

Amazon Brand Store Link

Amazon Brand Store Guidelines & Requirements 

To be eligible to create a Brand Store, the brand must be enrolled in Amazon Brand Registry. If you need help enrolling in the program, check out this handy guide. If you want to learn more about Brand Registry benefits, check out this blog post 

In addition to Brand Registry, brands will also need an abundance of images and perhaps a few videos. Brand Stores are designed to be highly visual and engaging experiences for shoppers. If you do not have many original images for your products and brands, you can use stock photos, but that’s a very lackluster customer experience.  

Alternatively, you can hire someone to create custom visuals for your brand, such as an Amazon agency, Creative Services studio, a local photographer, or even influencers. The most cost-effective options will either be influencers or a local photographer, depending on their rates, though you may find higher quality going through an agency or studio. 

Getting into the grittier details, here are some requirements for each section of the Brand Store: 

Page Requirements 

Header image – can vary or be consistent across different pages 

  • Required 
  • 3,000 x 600 Pixels 

Meta Description – should target a single keyword for the page 

  • Required 
  • 2-3 sentences describing what can be found on the page 

How to Create an Amazon Brand Store 

Brand Stores are fairly straightforward. Brand Stores are made up of pages and subpages. Each page is made of multiple sections, and each section is made of multiple tiles. You can think of it nested like such: 

  • Page or Subpage 
    • Section 1 
      • Tile 1 
      • Tile 2 
      • Tile 3 
    • Section 2 
      • Tile 1 
      • Tile 2 
    • Etc. 

Amazon Brand Store Modules

Manual Tile Types for Amazon Brand Stores 

There are many types of tiles, each with their own set of uses and requirements. Manual tiles are those that are created manually; any text or images for the given tile are uploaded on a case-by-case basis. The following requirements are for tiles that fill the width of the page (the entire section). 


  • Display title and bullets from product detail page 
  • Or, write custom title and description 


  • 3,000 pixels wide, 16 – 2,400 pixels in height 
  • Optional title (1 line) 
  • Optional link to product detail page or Brand Store Page 

Image with Text 

  • 3,000 pixels wide, 16-2,400 pixels in height 
  • Optional prefix (1 line) 
  • Header required (1 line) 
  • Optional body (7 lines) 
  • Optional link to product detail page or Brand Store page 


  • 20 lines 
  • Optional link to product detail page or Brand Store page 


  • Video must be at least 1,280 x 640 pixels and less than 100MB 
  • Supported files: avi, mov, mpg, mpeg, mp4, m4a, m4v, and m4p 
  • Thumbnail image required: 3,000 x 1,500 pixels 

Background Video 

  • Silently autoplays and loops 
  • Video must be 1,280 x 640, with a max height of 1,500, and must be 2-20 seconds in length 
  • Supported files: avi, mov, mpg, mpeg, mp3, m4a, m4v, and m4p 

Product Grid 

  • Can automatically add products using keywords, or manually assign products 
  • Title, price, and reviews automatically pulled from listing 


  • Video must be at least 1,280 x 640 pixels, and less than 100MB 
  • Supported files: avi, mov, mpg, mpeg, mp4, m4a, m4v, and m4p 
  • Thumbnail image required: 3,000 x 1,500 pixels 

Automatic Tile Types for Amazon Brand Stores 

Automatic tiles are tiles that pull in information from elsewhere on Amazon, so they don’t have to updated manually. Below are some automatic tile types. 

Best Selling Products 

  • Title automatically updates to reflect best-selling products 

Recommended Products 

  • Automatically generated for each visitor of your store 

Featured Deals 

  • When there are active promotions, they will automatically display here 

Using these pages, sections, and tiles, you construct each page of your Brand Store. The best Brand Stores look like a well-crafted professional website.  

A laptop displaying an Amazon Store for brands and sellers

Amazon Brand Store Templates 

If creating a Brand Store from scratch sounds a little intimidating and you’d like to just find a design template, you have a couple options.  

Use Amazon’s Brand Store Templates

Amazon provides three generic templates for Brand Stores. These make creating a Brand Store much easier, but you may find the templates don’t work well with your catalog’s organization or art assets. In that case, you can look to the other two options. 

Hire an Amazon Agency to Create Your Brand Store 

Experienced Amazon agencies are likely to have created dozens or hundreds of Brand Stores. If you already work with an Amazon agency, ask if they can create a Brand Store for you. If you work independently on Amazon, you may be able to find an agency that is willing to create a Brand Store for you for an hourly rate or a set fee, though this will vary by agency.  

If you work with a third-party seller on Amazon, ask them if they can create a Brand Store for your brand. Some third-party sellers will create Brand Stores for free.  

Take Inspiration from an Existing Brand Store 

If you want to create the Brand Store yourself, there’s no reason you can’t look up other brands on Amazon and review their Brand Stores. Find page layouts that you like, potentially taking inspiration from multiple sources. This can be a great jumping off point for creating a new design, and you can modify it as you get more comfortable with the page. 

Amazon Brand Store Best Practices 

What are the do’s and don’ts of Brand Stores? Why, thank you for asking! At Kaspien, we’ve made dozens of Brand Stores for our partners. In each case, we strive to learn from previous efforts so we continually improve. Here are some of our recommended best practices: 

Use Many High-Quality Visuals 

As mentioned earlier, Brand Stores are designed to be highly visual experiences. When a shopper lands on your Brand Store page, they should be immediately excited by what they see. That means not only professional quality product images, but also images for your brand. This is YOUR Brand Store. Shoppers should know your story and what your brand is all about, and images and videos play a key role in telling that story. 

Create an “About Us” Page 

Keeping with that train of thought, your Brand Store should include an “About Us” section or page. What’s your story? What sets your brand apart? Why should shoppers trust you and give you their business? The most successful brands are those that delight their customers, and establishing a rapport with them is a key part of that. 

Create an Intuitive Navigation Menu 

Organize your pages and subpages by age, category, product line, or interest. For example, Toys & Games and Baby brands may organize their Brand Store by age since that’s how shoppers often search for products in those categories. A Sports company might organize their story by product type – apparel, supplements, accessories – or by sport – running, climbing, baseball, football.  

Ultimately, organize your Brand Store in whatever way will make it easiest for your customers to navigate. Amazon’s success is rooted in being “customer obsessed.” Take a lesson from their book.  

Feature Your Full Catalog 

Surprisingly, some brands fail to connect all of their product listings to their Brand Store even after they have created it. This is a poor customer experience, as clicking “Shop [Brand]” on one listing will take you to the Brand Store while clicking the same link on another listing will take you to a search results page.  

Consistency is key to creating a positive customer experience, so make sure your Brand Store is connected to all of your listings. The only exceptions to this practice is if you have one listing that performs exceptionally poor, in which case you may not wish to showcase it next to the rest of your catalog that performs well.  

Leverage Your Brand Store for Marketing 

Brand Stores are an incredibly valuable asset for your Amazon business, but their usefulness really shines when used in coordination with other marketing efforts. Sponsored Brand AdsSponsored Brand Videos, Amazon Posts, social media advertising, and influencer marketing all work wondrously well with Brand Stores. 

Amazon Brand Store Examples

Because examples are always helpful, we’ve included a handful of Brand Stores that are structured for different product categories.  

Amazon Brand Store Example for Pet Brands

Amazon Brand Store Example


Amazon Brand Store for Electronics Brand


Amazon Brand Store Example for Baby Brands


Amazon Brand Store Example for Outdoors Brand

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There are many reasons to rebrand on AmazonYou may just need a fresh coat of paint to better engage contemporary shoppersOr perhaps your brand has outgrown its original form, and you need a new name and/or look to represent that metamorphosis. 

Whatever your reason, rebranding should be not be taken lightly – we should know, we rebranded in September 2020, and we’ve helped numerous CPG brands successfully rebrand over the years. It’s a big deal and takes a lot of work to do it well. So, in this post, we’ll share our learnings from these efforts and recommend best practices for a successful rebrand on Amazon.  

Why are You Rebranding? 

The first question you should answer is, why are you rebranding? Does your brand need a makeover to come into the modern era, or are you repositioning yourself in the market with a new mission and value proposition?  

Your answer to this question will guide the nature and extent of your rebrand, which brings us to our next question: are you completely or partially rebranding? 

Complete or Partial Rebranding 

A complete rebrand involves a new name, logo, packaging, and brand voice. A partial rebrand includes updating only some of those elements, typically just product packaging and/or logo. Most brands only partially rebrand, as they have built credibility around their brand name. 

The extent of your rebrand also influences how much attention you should purposely draw to it. If the adjustments are subtle, there’s little cause to bring attention to them unless you’re trying to drum up publicityThis will require work from your team, so you have to determine if any publicity gains are worth the costs of labor. If you show the new packaging or logo to a customer and they don’t immediately notice a difference, then it’s probably not worth an “all hands on deck” PR push. 

If the adjustments are significant, then you should take a very calculated and proactive approach to announcing the update. This is big news, and it could create a headwind or a tailwind for your business depending on how well you execute it. Do it well, and customers and investors will be excited. Do it poorly, and customers are more likely to be caught off guard by the rebrand and suspicious about product authenticity. 

Rebranding Marketing Strategy 

Research & Filing Paperwork 

The first step for rebranding is research. If changing your name, verify that the new name is available for a trademark and the web domain is available. Note that getting a trademarked approved by the US Patent and Trademark Office typically takes at least 6 months. A trademark is required for Amazon Brand Registry, which is a huge perk, but it’s best practice to have a trademark regardless 

Keep It Secret, Keep It Safe 

The key to a successful rebrand is making a big splash all at once. You want the news to spread quickly and pervasively. To achieve that, you need to control when the news breaks. Leaking the rebrand before you have all your ducks in a row can leech away excitement from the big reveal 

You should of course let key stakeholders know (if they’re not already involved in the process), and you may run rebranding ideas by significant partners to get a trusted external opinion.  

When we rebranded, we shared the idea and eventually our new name with a select group of partners early to source external feedback. It can be easy to create an echo chamber when working with only internal parties, so don’t neglect this step. Just be mindful about who’s in the know. 

Preparation is Everything 

To maximize awareness and minimize confusion, you should launch your rebrand across all channels simultaneously, including your website, social media, newsletterand Amazon. If your product packaging is changing, you also need to time your rebrand launch with the sell through of old inventory and the receipt of new inventory at all fulfillment centers. This can be very tricky to do without the aid of an accurate inventory forecasting tool. 

Here are all the pieces we recommend having prepared in advance: 

  • Forecasted receival date of rebranded inventory at fulfillment centers 
  • New images and videos in all required sizes for all channels 
  • Updated copy, images, and A+ Content ready to implement with the rebrand 
  • Banner or popup for your website announcing the rebrand 
  • Email to share the announcement with subscribers 
  • Email to any website or platform that displays your old branding with a request to update 
  • Social media posts to share the announcement with followers 
  • Press release, if appropriate, to spread the word 

Amazon Brand Registry and Trademarks 

If you acquire a new trademark as part of your rebrand, you should update your brand name on Amazon first, as this process can take months. As we’ve described, the success of a rebrand is largely dependent on its uniformity. Rebranding elsewhere while Amazon features your old branding for months can create confusion and erode customer trust in product authenticity. 

Fortunately, you can register a new brand to the same Amazon Brand Registry account. To do so, register the new approved trademark with Amazon, then update your content accordingly. 

Required Documentation for Amazon to Change Brand Name for ASINs 

  • GS1 certificate for each UPC  
  • Proof that the new product packaging is authentic (typically, linking to a photo on your website that shows the new product packaging suffices) 
  • Link to a photo on your website showing the product with the UPC code for the given ASIN 

Announcing Your Rebrand 

When the big day finally arrives, work with your team to update images, logos, and text on your website, social media, and Amazon channel. Post about the rebrand on your social media, email your newsletter subscribers to announce the new look, and add a banner or popup to your homepage to immediately inform visitors of the rebrand. On Amazon, make sure to update every location featuring branding, including product listings, A+ Content, and Brand Stores. 

Preemptively dispel customer confusion by explicitly calling out the rebrand in the listing’s bullets and media gallery. We recommend including an image in the listing that shows old and new branding sidebyside to show shoppers that both products are authentic.  

Customers are more likely to be confused and question product authenticity if the product they receive differs in appearance from the images on the product listing. If customers believe they have received inauthentic product, they are more likely to return the product and leave negative reviews that can deter other potential buyers.  

Once you have sold through the inventory with the old branding, you can remove the images of the old branding.  

Measuring the Success of an Amazon Rebrand 

Partial Rebrand 

If you’ve only done a partial rebrand, success can be assessed by reviewing sales, number and quality of customer reviews, listing bounce rates, and ad performance.  

If any of them suffer a drop in performance, it could indicate that shoppers are not aware of the rebrand and thus not clicking ads, not buying product, or leaving poor reviews. If all of these metrics remain strong, you’ve done your work well. It’s worth noting that Amazon is a dynamic, live environment, so other factors outside of the rebrand could certainly influence performance as well. 

Complete Rebrand 

If you implemented a complete rebrand, you’ll assess success through a more holistic view. Compare product rank, listing traffic, sessions, conversion rate, sales, reviews, and marketing performance from comparable time periods before and after the rebrand.  

You can also use keyword tracking tools to see how organic searches on Google and Amazon for your old name compare to your new name. Naturally, searches for the old name will far exceed those for your new name for at least several months as you rebuild brand name recognition. 

The timeline for a complete rebrand is far longer than that of a partial rebrand, and it’s quite possible you won’t see the full the success of your efforts for 6-12 months. 

Learn More about Amazon Strategy 

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A Chow Chow Wearing Sunglasses and a Kitten

The Pet Supplies category is an emotions category – shoppers buy with their emotions and justify with logic. The joy that comes from delighting a beloved pet or the fierce protectiveness that comes when thinking of their safety – these are grounding factors that must guide your marketing strategy for the Pet Supplies category.    

Pet Owners Seek Trustworthy Brands 

Shoppers in the Pet Supplies category tend to demonstrate high brand loyalty. Shoppers want to trust that the toys, treats, and items they buy for their pets are safe and reliable. Once they’ve found a brand that they trust, they tend to stay with it.  

We see this played out in data, which shows that first-time buyers enter the category using broad keywords, like “dog toy,” while repeat buyers often use branded keywords.   

In the same vein, we also see that shoppers in the Pet Supplies category are willing to pay for quality. Because pet owners want the best for their pets, they’re willing to pay more for higher quality items. This is especially important to consider given that this category struggles disproportionately with counterfeit product. The low production and freight costs often associated with this category make it a prime hunting ground for counterfeiters. 

3 Ways to Tailor Your Amazon Marketing Strategy for Pet Products 

1 – Lifestyle Images are a Must  

Exciting visuals are critical in emotions categories because they are the first step towards inspiring an emotional rapport with shoppersLifestyle images are images that show your product in use in a natural setting. An adorable photo of a dog using your chew toy will delight shoppers and make them want to see that joy in their own furry friend. In many cases, they also help display the size of the product, helping ensure customers know what size they’re buying. 

Dog with Frisbee in park


  • Re-use images generated by influencers for your Amazon listings 
  • Include 2-4 lifestyle images and 1 video, if possible, in your Amazon listings 

Read more about the role of images and video for Amazon marketing. 

2 – Tell a Story with A+ Content 

A+ Content is a potent marketing tool in any category, but especially so in the Pet Supplies category. Pet owners value safety and reliability from the brands they patronize. A+ Content is an excellent place to acknowledge and empathize with their desire. Share your brand’s story and values to show shoppers that your brand is worthy of their trust. 

A Plus Content on Amazon


  • Create A+ Content for top performing ASINs (requires Brand Registry) 
  • Share your brand story and values 
  • Use additional imagery that shows your products in use 
  • Highlight product features 
  • Include a sizing chart, if applicable to the product 
  • Link to your other product lines through a comparison chart 

Learn more about earning customer trust in a skeptical world. 

3 – Reach Brand-Loyal Shoppers with Sponsored Brand Ads 

Earlier, we identified shoppers in the Pet Supplies category as being brand loyal. We see this played out in Sponsored Brand Ads – banner ads that show the brand name, logo, and several products. Sponsored Brand Ads typically have lower conversion rates than Sponsored Product Ads, but in the Pet Supplies category, we see strong performance because repeat buyers are seeking specific brands. 

Sponsored Brand Ad on Amazon SERP


  • Direct Sponsored Brand Ads to your Amazon Store 
  • Bid on branded keywords so the ads appear for repeat buyers 

Learn more about sponsored ad strategy on Amazon. 

The Best Doggone Guide to Pet Supplies on Amazon 

Like what you’re learning? This is only scratching the surface. Our Amazon marketing experts put together a comprehensive Amazon seller’s guide to selling pet products on Amazon. It contains a category overview, top challenges for pet brands on Amazon (and solutions for them)legal and marketplace requirements, and 10 ways to customize your Amazon marketing strategy specifically for the Pet Supplies category.  


Download the Free eBook


There’s a lot of buzz around Amazon marketing lately, and with good reason. Marketing is a powerful tool for driving traffic back to your listings, but your marketing campaigns will only perform as well as the content of your listing. If a shopper clicks an ad and lands in a listing that lacks information or compelling images, they’re unlikely to convert. 

An optimized Amazon listing is the foundation of your success on Amazon, so it’s of the utmost importance that you take full advantage of this space. With that in mind, here’s how we, a top Amazon retailer for the past 12 years, optimize our listings. 

Product Title 

The product title is one of the most valuable parts of your Amazon product listing. In addition to the photo and price, it is one of the first thing potential customers see on the Search Engine Results Page (SERP). The title has a huge impact on the search performance. Putting top performing keywords strings into the title can help the item move up the SERP quicker.  

Below are the best practices for product titles on Amazon listings along with an example: 

Character Maximum: 200 characters 

Character Suggestion: 80-120 characters 

Structure Suggestion: Brand, Product Line, Material/Key Feature, Product Type, Color, Size, Package/Quantity 

Example: JumpOff Jo Rocksteady Balance Stepping Stones for Kids, Promotes Balance & Coordination, Set of 6 Balance Blocks, Low Set 

Key Product Features 

Key product features are commonly seen as the bullet point sentences near the top of Amazon listings. They are one of the first things consumers see when clicking into a product listing. With five bullets, you have five chances to call out key product features.  

One popular strategy used across the Amazon marketplace is called “two-tiered bullets. A majority of consumers gravitate towards bullet point content displayed in this way. The two-tiered method is the practice of beginning each bullet in all caps, then continuing in normal sentence case. The idea is that the consumer can catch a quick fact about the product in all caps part of the bullet point, even when they’re skimming. If it catches their eyethen they can read the rest of the bullet for more details. 

When populating the SERP, Amazon only takes into consideration up to the 500-character mark of the listings bullet points. Due to this, it is very important to get your target keywords into the first 500 characters of your combined key product features. 

Below are the best practices for the key product features on Amazon listings along with an example: 

Character Maximum: 500 characters per bullet 

Character Suggestion: 100-150 characters 

Structure Suggestion: Quick Call Out – Followed by a more detailed explanation providing another opportunity for more keywords 

Example: Built for Standard U.S. Crib Mattress – Measuring 28 inches by 52 inches, the crib sheet’s fitted sides ensure a smooth, snug, and secure fit.  

Amazon Policy Update: ALL CAPS Banned. Please note that Amazon updated their listing content policy in late 2020 to forbid the use of ALL CAPS in Amazon listings.

Media Gallery 

One of the biggest downsides to shopping online is being unable to physically see and hold a product. This is why it is so vital to have high-quality images and even videos within the media gallery on product listings. When you optimize this gallery, it can visually answer questions consumers may have about your product.  

Per Amazon guidelines, the main image must be the product on a true white background. No additional text, badges, or other products can be included. Additional images can have some of these things, so long as they comply with Amazon guidelines. It is also best to upload images that are at least 1,000 pixels on one side, as this will enable Amazon’s zoom feature.  

There are two main types of photos best for Amazon listings: studio and lifestyle. Studio photos include the product on a pure white background from different viewpoints. These are a great opportunity to show close-up details of your product or overlay text to explain certain features of the product. Lifestyle photos show the product in use in a realistic life setting. They help consumers visualize using the product in their daily life. Start with 2-3 studio photos and then complete the gallery with lifestyle images.  

Learn more about creating visually exciting listings in our post, Why Photography & Video Matter on Amazon.

The last thing you can add to the media gallery (if you are enrolled in Amazon Brand Registry) is product videos. The product video occupies the last tile visible in the media gallery and typically has a “Play” button icon to indicate there is a video. Keep these videos to less than two minutes long so consumers can quickly consume the video and move on to make their purchasing decision. If it’s a longer video, they might not spare the time to watch it.  

Below are the best practices for the media gallery on Amazon listings along with an example: 

Image Suggestions: 1:1 aspect ratio, JPEG format, and at least 1,000 pixels on one side 

Media Gallery Order Suggestion: 2-3 studio images followed by lifestyle images 


Product Description 

The product description is an opportunity to get into the heavy details of a product or simply expand upon content already mentioned in the title or key product features. It also provides an opportunity to share your brand’s story and values. Plus, it helps build some brand awareness.  

It’s worth noting that the product description area is replaced by A+ Content submitted through Seller Central, so it may not always be visible. That doesn’t mean you shouldn’t include a quality description though, Amazon indexes the product description instead of the visible A+ Content. 

Amazon permits up to 2,000 characters in the product description area, 4x the amount allowed in key product features section. Thats a lot of text, and, if not formatted properly, it can come across as a large, intimidating paragraph that consumers will not take the time to read. To alleviate this issue, many Amazon sellerutilize Custom HTML to code in paragraphs, line breaks, bolded headlines, bullets, and more. The Amazon system does not expressly permit the use of HTML, but many sellers have successfully used it. Just know that it isn’t always accepted, and Amazon may remove the HTML without notifying you.  

Below are the best practices for the product description on Amazon listings along with an example: 

Character Maximum: 2,000 characters 

Character Suggestion (non-HTML): 500-1,000 characters 

Standard Description Example: 

HTML Description Example:  

A+ Detail Page 

The A+ Detail Page is accessible through the Brand Registry program and provides brand owners the opportunity to share more information about their products through additional content and images. A+ Detail Pages are strictly a conversion tool, providing additional real estate for a branded product description full of additional details, specifications, and imagery.  

Amazon claims A+ content can improve conversion rate by up to 5% but can get closer to 15%, depending on the current state of product listings. This A+ content will replace the existing standard description in an Amazon listing.  

These A+ pages are incredibly customizable, so you will see a variety of best practices across different brands, but one thing that holds true is the value of the comparison chart module. This module enables you to directly link to other product listings. In other words, it provides an opportunity to show consumers that you have other products available or show them other products that would better fit their needs.  

Below are the best practices for the A+ detail page on Amazon listings along with an example: 

Featured Products Max: 6 products 

Comparison Metrics Max: 10 metrics 


Looking to Learn More? 

Now that you’ve learned how to create fully-optimized Amazon listings, it’s time to market them! To learn more about the Amazon landscape, strategies, and so much more, download our free whitepaper, The State of Amazon Marketing 

More Free Resources

Amazon survey results

Kaspien recently conducted an anonymous survey of Amazon shoppers evaluating which listing features affect their browsing and purchasing decisions. The survey gathered more than 150 responses to 11 questions.  

If you want help auditing and optimizing your Amazon channel, reach out to Kaspien 

Survey Highlights 

Customer Reviews are the Most Influential Factor 

  • 70% of respondents named customer reviews (40%) and product price (30%) as the most important factors for their purchasing decision. 
  • Respondents nearly always read product reviews to make their purchasing decision. 
  • 24% of shoppers will not buy a product if it doesn’t have any reviews, and 22% report not buying a product due to bad reviews. 

Shoppers Assess Listings Holistically 

While customer reviews are king, the survey results indicate that shoppers view product detail pages holistically. When asked to rank the importance of listing features for their purchasing decision on a scale of 1-5, all options were ranked above a 3, suggesting that shoppers consider all features. 

 Importance of Listing Features

This trend was also represented elsewhere in the survey results:  

  • Shoppers report viewing a Brand Store at least half the time. 
  • Respondents nearly always scroll down the product detail page to read the description or look for additional content. 
  • 20% of respondents said they are unlikely to buy a product if it lacks quality images. 
  • 18% of respondents said they have opted not to purchase a product because there was not enough information in the listing.
  • Shoppers ranked lifestyle images (images of the product in use) as the most useful type of image, followed closely by size charts and studio images (images of the product on a white background). 

Read about other marketing insights in our free whitepaper, The State of Amazon Marketing.

How to Act on These Insights 

Enroll in the Early Reviewer Program 

Update: Amazon retired the Early Reviewer Program on April 25, 2021.

Brands may not fabricate customer reviews (though some certainly do – you can use Review Meta to spot fakes). However, brands can enroll products in Amazon’s Early Reviewer Program 

The Early Reviewer Program offers buyers a small credit to their Amazon account in exchange for writing an honest customer review. Amazon facilitates the program and charges brands $60/ASIN. The program lasts for one year or until 5 new reviews are generated, whichever comes first.  

Optimize Listings to Set Accurate Expectations 

Our survey found that the two most common reasons that shoppers leave product reviews are because the product was really good or really bad.  

Both of these responses are subjective, to a degree, which means that marketers can influence them. Whether a product is “good” or “bad” is often a matter of how closely expectations and reality align. If marketers set accurate expectations, they can significantly reduce the chance of negative customer reviews.  

The survey results show that shoppers assess listings holistically, evaluating the title, bullets, enhanced content, and images alongside customer reviews. Marketers should use the listing copy and images to provide clear product info and set accurate expectations.  

Learn how to craft great copy. 

Take a Comprehensive Approach 

Comprehensive listing optimization is critical for sales success. Shoppers view a listing as the sum of its parts. Missing information like pictures, product dimensions, and detailed information can dissuade potential customers.  

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The Secret to Great marketing is Great Storytelling

Traditional marketing theory tells us that when consumers shop, they prioritize rational over emotional decision making, considering factors such as function, quality, and price before anything else. But behavioral economics – the theory that consumers’ purchasing behavior is linked to psychological, cognitive, emotional, social, and cultural factors – tells another story 

According to Gallup, buying decisions may be weighted in favor of emotional thinking as drastically as 70% emotional and 30% rational. They also found in a study of 10 companies that those who applied behavioral economics in their business strategies outperformed peers by 85% in sales growth and more than 25% in gross margin during a one-year period.  

As sellers near the busiest time of year for retail, it can be incredibly impactful to take a moment to reassess your marketing collateral. Are you appealing to emotional thinking on your product detail pages and banner ads? Do your social ads come across as personable and relatable?  

Drawing on emotional factors to influence shoppers’ decisions doesn’t mean that marketers should ignore pragmatic factors. They are top buying considerations. Rather, it means that marketers should enhance theianswers to pragmatically-minded questions by delivering them within an appeal to emotional decision making.  

Tying Emotion into Marketing 

Incorporating an appeal to emotional thinking in marketing can be done in your visuals and images.  


In visuals, it involves showing positive emotions, such as joy, relief, or pride. It highlights the experiences enjoyed because of a product.  

This image from JumpOff Jo’s Blanket Fort is a prime example. In this image, the product is part of the background, and the focus is instead on the experience: The kids are bonding, enjoying spending time together in their blanket fort.  

 A Lifestyle Image that Highlights Emotional Value

This image is great for use on a website, social media, and the Amazon listing page. It appeals to our emotions and helps us visualize using it with our own families. To complete their pitch and also appeal to rational thinking, JumpOff Jo includes studio images as well, which highlight product features.  

Reach out to Kaspien’s Creative Services team to produce custom photos, videos, or graphics. 


In copy, appealing to emotion relies on the writer’s principle of “show, don’t tell.” Instead of writing, “your child will love riding their new bike,” you can write, “Watch your little one whoop and laugh, eyes wide, as they race down the road by themselves for the first time.” The former tells; the latter shows.  

This approach to copy and visuals can and should done in any media representing your brand, from your packaging to your Amazon listings.  

One brand that executes this well is Big Betty, a brand that makes oversized glassware and novelty items, including Pinot Protector, an elastic wine stopper. 

 Big-Betty-Pinot-ProtectorExample of excellent branding copy

They utilize the same personality and humor from the product in the listing copy, without sacrificing keyword density. Their branding is consistent across media, and their appeal to emotion (in this case, an admittedly crass sense of humor) is woven together with pragmatic factors, such as the airtight seal and reusability.  

The Secret to Great Marketing is Great Storytelling  

Marketing to rational thinking comes easily, but it can be tricky to consistently market to emotional thinking as well. The most effective way to ensure that you consistently appeal to emotional thinking is to incorporate it into your branding. 

To create effective branding, it should be framed as a story. All good stories have distinct characters, which means your brand needs to have a distinct look and feel. This includes your imagery and copy across all channels, offline and online.  

Impactful Marketing Spans Channels

Offline and online marketing impact each other, especially when they’re coordinated to work in tandem. If you’re memorable in one place, you’re memorable elsewhere. That’s what makes cross-channel marketing one of the most effect tactics in the industry. Shaping a good story across your brand outlets can provide a significant advantage across channels, especially on the highly saturated marketplace that is Amazon. 

Great Stories Have Heroes

Our favorite stories consist of protagonists to root for, sympathize with, and relate to. They share our values, inspire us, make us laugh, or provide something else of tangible or intangible value. A marketer’s job is to make that protagonist your brand, there to help your customers overcome problems and achieve goals. 

By creating a distinct, personable, relatable, and truthful brand persona, you make your brand memorable, invite increased engagement, and earn customer trust 

Telling Your Story 

Branding is multifaceted and varies greatly by industry, but here are a few universal tips for how to get started: 

  • Who is your target audience? What are their interests? What are their pain points? The more information you have, the better. Create a persona that represents the ideal customer for your brand and think about how you’d approach them. 
  • What is your brand’s origin story? Why’d you enter the business? What problem or need did you see that your product addresses? Your brand’s origin story can be a tale of innovation, perseverance, or ambition that you can draw inspiration from when crafting your branding. 
  • What are your brand’s goals? Think beyond profitability. Your goals (often represented in a mission statement) should be clear, actionable, and inspirational. It’s a tall order, but it will provide direction for your marketing, your employees, and your customers. Dedicate serious thought and attention to this. 
  • Can you tie your brand to a larger cause? Why does that cause matter to your brand? How are you contributing to it? Linking your brand to a greater issue or movement can increase your visibility and engagement with your target audience, although you must be prepared to back up words with actions. 
  • How will you align visuals with copy? Your imagery, packaging, and writing should to work together to represent your brand.  

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When shoppers go to Amazon, 75% of them start searching for a product via the search bar. They enter a product name or description, hit search, and scan the results. When they see something they like, they click on it to learn more. 

Therein lies the importance of your Amazon listing images. People buy what looks good: It’s a truth that spans all industries and categories. For ecommerce, that truth exists in your photography and video. 

So often, marketing experts tout the importance of SEO and sponsored ads to secure a placement at the top of the search results page, and rightly so. But, even when your product is on the first page, you still need shoppers to click into the listing. Photography does that; it incites interest and draws shoppers in. And once shoppers are in your listing, additional images, video, and copy come into play, convincing them that your product is what they want. 

even when your product is on the first page, you still need shoppers to click into the listing. Photography does that; it incites interest and draws shoppers in.


Kaspien believes in this so strongly that we even have an in-house Creative & Digital Services agency. Brands who want to enhance their presentation can hire our photographers, videographers, designers, and writers to create custom assets. You can view their work and request a custom quote on 

But talking about good photography and video is one thing and understanding it is another. What exactly makes a listing image or video “good”? 


Quality listing photography accomplishes several things: 

It makes the product attractive. 

This is obvious in theory but can be tricky to execute. Some products just aren’t that exciting to look at, especially through a screen, yet shoppers still expect to be wowed. Skilled photographers will shape light, alter point of view, style, and edit photos to transform the bland and sterile into the bright and beautiful. 

Kali Audio Speaker

It dispels confusion. 

For products that come in sets, have variations in color or size, or multiple components, it’s crucial that your customers know exactly what their purchase includes. Good photography answers that question before it’s even asked. If shoppers are uncertain about what they’re getting, you risk low conversion rates and negative customer reviews, resulting in poor traction and degrading SERP placement. JumpOff Jo's crib sheet variations

It demonstrates product features. 

For products that are complex in design or use, you should include photography that shows how to use the product. These images provide clarity and assure shoppers that they’ve found what they wanted. 


It elicits an emotional response. 

In addition to highlighting product features, you should highlight the product benefits: the positive experiences customers enjoy because of the product. For a kids bike company, your images may include a triumphant child on a bike, with proud parents beaming in the background. Such images create an emotional rapport with shoppers, helping them visualize enjoying the product in their own lives. Shoppers who are emotionally engaged by a product are more likely to convert. 

Amazon allows up to 7 images to be uploaded to a listing before it begins to condense some images to a “View more” tab. We advise including a mixture of studio and lifestyle images to show multiple angles and show the product in use. Lifestyle photos are particularly helpful for showing the size or scale of the product. 


Videos can achieve all of the same tasks as photography and more. With video, you have a chance to share your brand story or demonstrate how to use a complex productFor Amazon listings, videos can demonstrate alternative ways to use the product or show shoppers all the components of a multi-piece set. In our experience, customers who view product videos are up to 86% more likely to convert. 

In our experience, customers who view product videos are up to 86% more likely to convert. 


In addition to the functions already mentioned, a quality listing video does a few more things: 

It conveys your brand’s personality. 

In most cases, a capable videographer will be able to incorporate elements of your brand’s personality into the video. If your brand has cultivated a humorous persona on its social media pages, the video should have humorous elements in the visuals, audio, or text overlay. If your brand has cultivated a vibrant, upbeat reputation, reinforce that with upbeat music in the video. In a video, the setting, lighting, pacing, editing, text overlays, music, acting, and voice overlays each present opportunities to reinforce your brand image. 

It provides reassurance. 

Seeing something done is one of the quickest ways for shoppers to assess whether a product suits their needs. Many people feel intimidated when confronted with a complicated task. If shoppers can watch your product being used and see that it’s not as difficult as they thought, you reassure them, making them more likely to follow through and click Add to Cart. 

Photography & Video Are Essentials

Photography and video are incredibly powerful tools on and off marketplaces. You can display your images and video in your product detail page, enhanced brand content, and brand store, or take them beyond the marketplace to your brand’s social media accounts. 

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Even though the Amazon Search Engine is shrouded in mystery, there are still concrete strategies you can employ to improve the discoverability of your listings on Amazon. According to Amazon, only 19% of customers will click onto the second page of search results when looking for products. Moving your product up on the Search Engine Results Page (SERP) is one of the most powerful ways to increase your discoverability on the world’s largest marketplace. If consumers can’t find your product listing on Amazon, you risk being left with extra inventory sitting in a warehouse and loss of potential revenue. To prevent this from happening, we’ve recommended our top five tips for your Amazon SEO strategy to help increase the discoverability of your Amazon listings.

The Amazon Search Engine Results Page Explained

With the consumer view in mind, Amazon displays the products that they deem to have the best listings and prices. Amazon’s Search Engine focuses the SERP on products and their prices, which creates a natural incentive for third party sellers to increase the overall number of sessions to a product detail page. Optimizing your listing is the easiest way to increase discoverability and drive organic traffic, which is, in many ways, the foundation of your Amazon marketing. 

Discoverability refers to how easy a product listing can be found on Amazon. To maximize the discoverability of your listings, you can optimize the following areas: Titles, descriptions, and images. However, there are additional factors that play a huge role in product discoverability, including: Inventory, price, product reviews, relevancy, sales history, sales performance, advertising efforts, and types of fulfillment. Since there are numerous factors impacting discoverability, many of which may be out of your control, it is vital to optimize the parts of your listings you can control.

5 Ways to Optimize Your Listings to Improve Discoverability

1. Use a Descriptive, Informative, Consumer Friendly Title

The product title is the most heavily weighted aspect of product content on Amazon, as well as the first impression customers will have of your brand when searching for products. By optimizing your product title, you have the ability to include more relevant product information as well as name variations right off the bat. For your best title content, you should consider the following: Brand and description, product line, material or key ingredient, color, size, and quantity. Perform keyword research to identify top keywords and include something that adds value, like a product benefit or a key element that sets it apart from competitors. Although Amazon has algorithms, your title should be written for humans, because the algorithms will be based on what real people are searching for. In fact, “keyword stuffing” your title can have a negative impact on the way Amazon’s Search Engine ranks it.

2. Use High-Quality, Zoom-able Product Images

A service we provide and advocate for is high-quality, zoom-able product images. Regardless of the ecommerce channel, this is a best practice to represent your company well. Images influence click-through-rates on the SERP and the overall buyability of your listing. Depending on your product category, you can have nine additional images and we encourage you to use them. The images you add to your listing greatly impact customers’ opinions of your product, and our own research shows that images are a significant factor in customer’s decision to purchase. Make sure the images you use are high-resolution. Show your product from different angles, zoomed in and out. Show how your product can be used by providing lifestyle images. Overall, be creative and showcase your product well.

3. Use Product Features to Inform Customers About Your Product

It’s recommended to use all five bullet points in your listing. This is your opportunity to communicate your product’s value to your consumers. Most viewers skim the bullet section, so put your most important features at the top. You can use the product feature section to answer consumer questions that have come up or any objections that may surface. Be sure to mention what the product is made of; consumers want to know they’re buying a quality product. If your product solves a specific problem, be sure to highlight exactly how in a bullet point.

4. Use the Product Description to Improve Discoverability and Search Relevance

When it comes to enhancing discoverability and search relevance, the product description is heavily weighted. Every relevant product detail should be included. Use up your character count describing what your product is, what it does, and why it’s the best product on the market in your niche. Lead with an elaboration on your product’s features and the benefits to the consumer, then talk about the product. By making your listing relatable, you can make the visitor believe your product is something they need. A storytelling approach could be something creative you can use to catch the consumer’s attention.

Including relevant search terms within your description help you better target your customers. Amazon states, “By providing relevant and complete information for your product, you can increase your product’s visibility and sales”.

5. Use Back End Search Terms to Help Shoppers Find Your Listing

In order to properly optimize your back end search terms, you want to ensure your main Amazon keywords are in at least your product name, bullet points, or description. It’s important to use variations of words consumers might search when searching for your product. For example, if you sell garlic presses, you’d want to prioritize putting popular keywords like ‘garlic mincer’ and ‘garlic squeezer’ into your listing. You can include many search terms in the back end, but do not include competitor names or products. In your back end search terms, you should eliminate all duplicate words. If the word is used once within the listing, that is enough for Amazon’s algorithm to pick up on.

While the ins and outs of the Amazon SERP can be confusing, optimizing your title, images, description, product features and search terms based on what your consumers will be searching for will improve the discoverability of your listing. Using our top five tips for Amazon SEO optimization, you can drive traffic and move your listing up on the Amazon SERP.

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