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Amazon store: 6 rules to follow to make the difference

October 28, 2022

A store on Amazon is like a mini e-commerce site.

And in order for this micro store to become successful, there are certain rules to follow.

But before that - and we can't repeat it enough - you have to make sure that your foundations are solid; that you have efficient content, that meets Amazon's best practices: product sheet content and optimized visuals will be your best allies in triggering a purchase act.

Once these steps have been validated, it's time to create your store.

So how do you build it? What are the essential elements? What are the key points and how to manage it on a daily basis? What are the DATAs to analyze?

We tell you everything!

1- Product selection and tree structure

No store, without products to sell, obviously.

Having products is good, but organizing and prioritizing them is much better!

So, what is the tree structure? How will it be organized? Why is it so important?

It is simply the skeleton of your store, its backbone.

Prioritizing your products will allow you to optimize the number of clicks (and yes, just like in a physical store, we want to find the product we are interested in as quickly as possible!), make navigation more fluid and improve the user experience.

Proposing a relevant and thoughtful organization of your products will help the consumer to find what he needs more quickly, while offering him a real coherence in the categories of the navigation menu.


by Bizon

We know that on average, the Stores with at least 3 levels have better results. In fact, the duration of the consumer's visit is higher and can reach up to 80%, compared to a 2-level store. In addition, the conversion rate can increase by nearly 30%/visitor.

As you can see, the longer a consumer stays browsing through your store, the more likely he is to make a purchase!

What are these 3 levels?

  • Level 1: the equivalent of the home page. This is the presentation page, the one that links all the others and generates and distributes traffic throughout the store.

  • Level 2: categories or product families, this is a specific opening that meets the needs or research of consumers (age, type, etc.).

  • Level 3: sub-categories, this is an even more specific entry. Most often, it is a listing of products in a specific category.

Below is an example of the levels. Level 1 lists the new products and best sellers that Lego wants to promote, level 2 is a global opening to all the themes, and finally, level 3 lists all the sub-categories.

The hierarchy of product information in the form of different levels gives consumers the possibility of having several reading keys, several range entries.

As we know, every year Amazon places more and more importance on the user experience. The UX has become THE primary criterion when it comes to performance.

On the world's number one marketplace, several generations browse every day, with varying expectations and web culture. The challenge is to meet all needs, as easily and quickly as possible.

Amazon's goal is to offer a minimal, uncluttered, search-oriented user interface (or UI) that is equally suited to digital natives (Millenials and Gen-z) and newcomers to the Internet (Gen- X and Baby Boomers).

2- Promote your best sellers!

As we said, the Amazon store is an opportunity to create a new shopping environment, an additional sales lever not to be neglected. It is therefore an opportunity to boost your catalog, to welcome potential customers into your world.

And if I only have one product, is it possible? Well yes!

We will then make what we call internally a "complex page": it will allow you to focus on the specificities and benefits of your product. We'll think about it this way: what is its comparative advantage? Do you have labels and certifications that could reassure your customers? How is this product used?

3- Your identity: Who are you?

The key to loyalty is to provide your customers with a good browsing and shopping experience and to have a strong and recognizable identity.

Selling is good, building loyalty is better!

We have already mentioned it in the previous points but take the time to create a unique, immersive and personalized Store. The key to loyalty is to create an experience that meets the needs of your customers. The objective of brands is to integrate the consumer within their universe. This universe must quickly emerge to create a link between the brand and its community.

You don't have enough material? At Bizon, our job is to make you perform. And to do this, we have developed a multitude of in-house expertise.


by Bizon

One of the advices that our DA often gives to our customers is to go beyond the classic Amazon modules and use professional software! This will allow you to go further in the creation of your store, to offer a store to your image, more personalized.

Here is a before/after example of Bizon art direction for the Eukanuba store :

In this before and after example, we notice:

  • The difference in structure between the two versions. In this « after », our DA with the support of our Consulting team, was able to identify relevant themes, a strong identity and different entries that correspond to different queries. Covering the main theme and its sub-categories here brings a real value proposition to this store.

  • Another big difference between the two versions is the call to action. An essential element in e-commerce, this purchase button allows you to trigger an action more quickly and easily, which then leads to the end of the purchasing process. Indeed, this button will generate traffic, call to action and encourage more navigation through the pages of the store.

4- Highlight your brand's story and values

This is an opportunity to go beyond the beaten path!

Here, highlight your tone, your identity, your expertise.

How and why your brand was born? Create a sense of belonging, monopolize your community, share your values and commitments.

To do this, don't hesitate to make your store visual and aesthetic. Integrate visuals and videos to illustrate your words. A picture can speak louder than 100 words! This will allow you to hit hard, to stand out and to mark the minds.

Your brand is now recognizable, we know it's you.

5- Plan your pages according to annual business events

Would you neglect this work for your own e-commerce site? Of course not. Indeed, your store should not be static but on the contrary, make it live with the rhythm of the seasons, the events, the annual holidays, etc.

Prepare your schedule in advance, plan offers and promotions when Valentine's Day or Christmas are approaching.

If you don't, your competitors will catch the opportunity. Know how to create envy and stimulate curiosity!

Generate traffic and analyze your performance

Like any self-respecting e-merchant, to last over time, you must analyze your performance. No business without an inventory, analysis or objectives.

The KPI's will play a key role, it is the keystone of your performance on Amazon!

You want to delegate this work to our experts? You need additional advice and keys? You don't have the necessary resources in-house to do this work? Let's discuss your project and make an appointment with our Amazon experts!

Caroline Chapotot

Head of Editorial & SEO

Publicis Groupe
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