Is Your Amazon Store Optimized Ahead of Prime Day?

Roisin McGrath

Post details

  • AUTHOR: Roisin McGrath
  • CATEGORY: Amazon Brand Strategy
  • DATE: 23/06/2022

An Amazon Storefront is your brand’s home within Amazon, think of it as a mini website within the platform. It should be a key part of your Amazon marketing strategy and is the place where you can provide consumers with a seamless shopping experience that stands out, while showcasing your full product range and communicating your brand identity.

Some brands forget that Amazon actually recommends on-going optimisation and updating of stores for both new and returning customers, as well as during shopping trend changes, seasonality and new product launches.

“We’ve seen that on average, Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor.”

Reasons for updating an Amazon store:

  • Seasonal changes
    If your product offering is seasonally dependent or driven
  • New product releases
    Support growth for new ASINs
  • Specific shopping events (Prime Day)
    Any major shopping days in the e-commerce calendar (Christmas, Black Friday)

As Amazon allows you to have multiple “versions” of your store, we suggest creating a Prime Day 2022 version and driving all traffic to this. You can set an end date, so Amazon will automatically revert to your original store once Prime Day has passed.


Here are some questions to ask about your store to ensure it is optimised ahead of Amazon Prime Day:

  • Do you have >80% of ASINs appearing on the store?
    Amazon recommends having at least 80% of ASINs present on a Store.
  • Are you highlighting your hero products?
    Your homepage should be highlighting your best-selling products and new launches.
  • Is it mobile optimised?
    All images and text should be clearly visible and readable.
  • Consistent brand identity?
    Colours and themes should maintain consistency across all pages. 
If you don’t have the internal resources available to optimise your Amazon Store to its full potential, get in touch and one of our content specialists can help!

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