Should I Drive Traffic to Amazon Brand Store or Listing Page? Advertising Sponsored Brands 2020

TL;DR

It is not recommended to send traffic to your brand store page on Amazon. It is better to direct traffic to product detail pages or a list of product detail pages.

Transcript

should you send traffic to your brand store page on Amazon that's the question I'll be covering in today's video my name is Steven Pope I'm the founder of my Amazon guy this video comes by request somebody watch one of our other advertising videos where we're showcasing the new custom image brand headline aspect and they asked this question should ... Read More

Key Insights

• 📟 The brand store page on Amazon has limited traffic and sales compared to product detail pages.
• 🫠 Traffic to the brand store page comes from ads, clicking on the brand name on a product listing, or through SEO when searching for the brand name.
• 🏛️ Building a brand store is beneficial for SEO purposes, but it does not convert well for paid media.
• 📟 Instead of using the brand store page, it is recommended to create a new product list page and direct traffic there for better conversion.
• 🫠 The custom image beta feature in Amazon advertising allows for larger ads and can be beneficial for creating brand headline ads.
• 🫠 Keyword targeting in sponsored brand ads can have different bidding costs compared to sponsored product ads.
• 🤯 Regular optimization of ads is necessary to find the lowest bids and improve performance.

Questions & Answers

Q: Why is it not recommended to send traffic to the brand store page on Amazon?

The brand store page has limited traffic and sales compared to product detail pages. It is better to direct traffic to where conversions are more likely to happen.

Q: How do people usually get to the brand store page?

People can get to the brand store page through ads, clicking on the brand name on a product listing, or through SEO when searching for the brand name.

Q: Is it worth building a brand store on Amazon?

Building a brand store is beneficial for SEO purposes and for telling the brand story to organic traffic. However, it does not convert well for paid media.

Q: What should be done instead of sending traffic to the brand store page?

It is recommended to create a new product list page and direct traffic there. This page should have a list of products with add-to-cart functionality for better conversion.

Summary & Key Takeaways

• The brand store page on Amazon has limited traffic and sales compared to product detail pages.

• Traffic to the brand store page comes from ads, clicking on the brand name on a product listing, or through SEO.

• It is beneficial to build a brand store for SEO purposes, but it does not convert well for paid media.

• Instead of using the brand store page, it is recommended to create a new product list page and direct traffic there for better conversion.