News & Insights

Design your Amazon Storefront for Growth

As the face of your products on Amazon, any brand owner can appreciate the opportunity that an Amazon Storefront provides. However, it’s essential to keep in mind that design and branding are skills and not something to take lightly. While the platform has gone to great lengths to make Store creation simple and accessible to any Amazon business, the task will benefit from a well-devised strategy and an experienced designer. 

For companies that opt to use the drag-and-drop tools or pre-designed templates to undertake the creative process themselves, it’s important to understand some of the fundamental aspects of the process. Beyond familiarity with Amazon Seller Central and the Amazon Brand Registry process, Sellers should know how the most effective techniques and best practices can influence the design. But first, the foundation of every Amazon Store starts with the self-service Store Builder, available through the advertising console. 

Amazon Storefront Building Blocks

An ‍Amazon Storefront consists of various pages that feature a brand’s products and organize them in a customer-friendly way. The best Amazon Stores will often have an engaging homepage highlighting the most popular products. At the same time, an intuitive set of sub-pages makes it easy for shoppers to navigate the shop and find exactly what they are looking for. 

The pages that make up an Amazon Storefront are composed of content tiles and widgets. These can contain text, video, images or product listings. Each page has a header section that features a hero image that remains consistent throughout your Store’s pages, as well as a brand logo and a navigation bar. Every page requires at least one additional tile beside the header section and can only be divided into 20 total sections. In addition, there are further limitations on certain types of tiles used in each area. These per-section restrictions limit the sections to:

  • Four background video tiles
  • One product grid tile
  • One gallery tile
  • One featured deals tile
  • One recommended products tile

More on Tiles and Widgets

As more and more brands have added a Store to increase brand awareness on the Amazon marketplace, the flexibility and options available have grown. Currently, there are nearly a dozen different types of tiles and widgets to choose from when designing a Storefront. Some of them automatically populate based on sales data or user preferences, and most can be combined in countless ways to customize the user experience to align with a brand’s goals. The current options when designing an Amazon Store include the following:

Product tile – Once you add the product, a product tile auto-populates with the product’s price, primary image, and Prime status. A full-width product tile will also allow you to add more information from the product detail page or input your own title and description.

Image tile and image with text tile – Images are added via an image tile, while an image with text tile allows you to enhance an image with overlaid or adjacent text. These tiles can also link to a page in your Store or any product detail page.

Shoppable collection images tile – This tile is intended to feature your products in use or to group your complementary products easily. Most brands will use lifestyle images within this option to engage customers and strengthen their branding. 

Text tile – Text tiles allow you to add copy within your Amazon Store and highlight product details or your brand story outside of an item listing. Text tiles can link to a page within your Store or to a product detail page by adding a “Shop now” or “Learn more” button below the text.

Video – Videos are a valuable part of any Amazon Storefront and can be added to split-section tiles and full-width tiles. Just remember, Amazon does not allow links or references to external websites, so existing videos that promote your direct-to-consumer site may need to be adjusted for compliance before uploading. 

Product grid tile – Companies that want to display a group of four or more products can use this tile to showcase the product name, image, price, star rating, and shopping actions like “Add to cart” for multiple items simultaneously. 

Gallery widget – The gallery widget adds visual interest to an Amazon Storefront by integrating between three to eight images that are at least 1500×750 pixels. Use this to capture multiple shots from your brand.

Best-selling products widget – This is a simple, automatic way to highlight a brand’s bestsellers. When selected, this widget auto-populates to reflect your top products and will update as new ones reach that status.

Recommended products widget – This tile automatically generates products for the Amazon shoppers who visit your Store based on their purchases and preferences.

Featured deals widget – If you have active promotions for any of your products, the featured deals widget will display those promotions automatically in your Amazon Store. 

Background video – Background videos can make a bold visual statement by adding dramatic motion to your Store. A background video will auto-play and loop silently for visitors while serving as a background for your page.

Amazon Storefront templates

While Stores can be completely customized and built from scratch, one of the most popular methods of building an Amazon Storefront is to rely on the available pre-designed templates. These can help sellers create Stores and pages that meet acceptable design standards and support a quick launch even by novice sellers. Amazon offers three template themes and suggests determining the best one based on your brand’s goals. 

The marquee template is intended for companies that want to educate shoppers about their entire selection of products. It focuses on presenting multiple subcategories in an organized, easy-to-navigate way.

Brands looking to build awareness about a product or range of products are encouraged to use the product highlight template. Its design attempts to promote specific products in a catalog (like bestsellers or new launches) and make them more visible to shoppers.

Finally, a product grid template aims to boost discovery and sales of individual products and is well suited for companies with many items to display or that want to give shoppers a total view of your portfolio.

Strategies for Success

Maintaining an Amazon Store requires continuous focus and an understanding of various tools available to improve the customer experience. As you’re building an Amazon Storefront, don’t overlook these essential strategies to ensure a stronger brand and encourage long-term growth. 

Be creative

One overlooked advantage of an Amazon Storefront is its flexibility to supplement your brand’s seasonal swings or Amazon advertising. Tiles, featured products and categories can be easily adjusted to reflect the changing interests of consumers during holiday periods or when certain products are in higher demand. 

Amazon brand stores even offer a “Versioning & Scheduling” option to support temporary sales. This can be used to capitalize on events such as Amazon Prime Day, Black Friday, or Cyber Monday while minimizing the disruption to your usual Storefront design and the amount of work required to adjust between versions. 

You should also consider that your Amazon product presentation within a Storefront doesn’t have to be limited to an Amazon listing. It’s important to also clearly communicate the benefits that the items you sell can provide to a purchaser. You can make these benefits a key piece of your enhanced brand content through endorsements from credible reviewers or informative videos. 

Similarly, Amazon Stores can be an opportunity to educate customers more broadly about your brand and introduce them to other products they may be interested in. Rather than focusing entirely on promoting each product description individually, consider how the items in your inventory can complement each other and which tools within the Storefront can be used to showcase those relationships. 

Keep it organized

One of the most critical aspects of an effective Amazon Store is organization. In addition to telling the story behind your products, a brand store should improve a customer’s shopping experience on the Amazon platform, not make it more complicated. You also want to create a structure that will introduce shoppers to new products that complement the ones they are already familiar with. 

In many cases, the navigation within your Amazon Storefront should be set up similarly to your direct-to-consumer site, assuming it is already rooted in how consumers shop your products. We recommend setting up the navigation by need or “job to be done.” This approach prioritizes the perspective of customers who typically shop based on a problem they are trying to solve. 

The design must be simple and organized regardless of the product category. One of the quickest ways to lose potential customers is by presenting them with a confusing layout that frustrates them and makes finding products difficult. Opt for simple naming conventions for your Store’s pages rather than trying to cram descriptive details into each one. Save those long-tail keyword efforts for your product listings. It’s also best to create a minimum of three pages for your Amazon Store. Finally, don’t forget to evaluate the brand analytics data that an Amazon store unlocks to look for empirical evidence that your navigation plan is working as expected. 

Make it mobile-friendly

Any Amazon store that plans to meet customer expectations needs to perform well on a mobile device. Fortunately, the folks at Amazon realize this and have given Store Builder users the ability to switch between mobile and desktop views as they design a storefront. But don’t rely on Amazon’s tools. Instead, once a Store launches, check the live version on various devices continually, as screen proportions and response can change as mobile options evolve. 

Brands that want to optimize their Store experience for mobile shoppers should plan to keep text to a minimum and avoid split sections that will result in a discouraging amount of scrolling on smaller screens. Large featured images and videos can be among the most effective tools for Amazon Stores on a mobile device and are among the tiles that display most consistently across a range of screens. Be sure to keep your navigation and product organization simple enough to avoid frustrating customers who will be shopping from a mobile device. 

Embrace Inspiration

Of course, there’s no shortage of examples to look to when designing an Amazon Store. A little time researching successful Storefronts will reveal that captivating images and high-quality photography are integral to the best Amazon Storefront design. Video is also an underused feature that shoppers rate among the most helpful factors when making a purchase decision. 

Don’t hesitate to spend some time shopping in existing Stores before you begin building your own. It can help you identify problems that disrupt a customer’s search flow and find strategies that will work well to lead shoppers to complementary products seamlessly. And don’t focus only on the product categories you’ll be competing in. Look for brands with a similar number of products or that target the same types of customers to find fresh ideas that will stand out. 

Amify Can Help

At Amify, we’ve helped many of our clients refine the Amazon shopping experience for their customers. Moby, Stella & Chewy’s and Because are just a few examples of our proven approach to designing an Amazon Storefront that strengthens a brand and moves products. 

Contact us today to learn how our experts can lead an Amazon Store design process that brings your brand’s growth and conversion goals closer to reality. 

News & Insights

The Path to Amazon Marketplace Success

Success within the e-commerce business model requires a unique mix of business strengths. This is especially true when brands are pursuing customers in multiple ways. For example, growing a direct-to-consumer website is much different than winning on an online marketplace like Amazon, where companies face fierce competition for shopper attention. 

Fortunately, there are Amazon marketplace success strategies that can help companies grow their business on these platforms. So whether your brand is only focused on Amazon or looking to improve its sales outlook on multiple marketplaces, this guide can lead you in the right direction.  

Build a Strong Presence

Much like making the most of a social media platform, presence means a lot when it comes to turning an online marketplace into a powerful sales channel. Small businesses, in particular, need to take advantage of every opportunity to establish their brand. Otherwise, they may wonder if they’re in the right marketplace. 

Engage in optimization

Amazon content is the lifeblood of businesses selling on the platform. Producing exceptional Amazon product listings should be a priority for any brand or marketplace seller pursuing growth and long-term success on Amazon. However, creating product listings that reach the right shoppers, earn the Buy Box and have high conversion rates requires more than a desire to achieve those goals or even the existence of quality products to back them up. It demands a strategic plan for optimization and the ability to execute it.

The best listings are optimized for Amazon’s search algorithm and maximize the opportunities that come with each of its key components. A failure in these fundamentals can undermine further efforts to elevate their effectiveness. While writing a listing’s title and description may seem intuitive, the nuances of optimizing these often trip up inexperienced sellers. 

Create an Amazon Store

Since 2018, Amazon Storefronts have offered a way for brands to showcase all their Amazon products to online shoppers within a custom-designed and branded store interface. So rather than sacrificing such a significant advantage when selling on Amazon, businesses can create a Storefront that organizes and features their listings to reinforce their unique brand, introduce new products and enhance the customer experience. 

As the face of your products on Amazon, brand owners should be highly involved with creating their Amazon Store. However, it’s essential to keep in mind that design and branding are skills and not something to take lightly. While Amazon has gone to great lengths to make Storefront creation simple and accessible to any seller via templates and drag-and-drop tools, the task will undoubtedly benefit from a well-devised strategy and an experienced designer. 

Remember your branding

E-commerce success doesn’t just come from selling products online. It also requires selling your brand to customers in a way that strengthens satisfaction and encourages loyalty. You want to relate to your customers as people, not just treat them as numbers on a spreadsheet. 

Customers who connect emotionally with a brand name have three times higher lifetime value. And according to Deloitte research, 80 percent of consumers would pay more for products if the company committed itself to be socially responsible, environmentally responsible, and/or paying higher wages. While there are several ways to share your brand’s story on Amazon, clear and concise writing, content marketing, professional photography, and integrated video can all be critical to the effort. 

Reach the Right Customers

Growing consistently on a marketplace platform requires a thorough understanding of your target audience. But beyond reaching potential buyers, brands also need to be able to convert them into loyal customers whose experience can result in more sales and new prospects. 

Implement a pricing strategy

Every brand selling on Amazon should take a deliberate approach to price. As e-commerce continues its rapid growth, pricing policies are becoming more important for both retailers and manufacturers. Online sales are likely to continue their growth trend while also consolidating among the most prominent online marketplaces. As this happens, the desire of smaller resellers to compete with industry leaders is more likely to lead to destructive price wars for products that aren’t backed by effective pricing strategies. 

Implementing effective pricing policies can help companies create mutually-beneficial relationships with retailers and shoppers. In addition to the positive impacts that a successful pricing strategy can have on a company’s retailers and customers, there are also substantial benefits for the brand. Prioritizing margins and protecting retailers from price wars increases a brand’s value in several ways. 

An effective pricing policy can enhance profits by avoiding these short-term price wars and making the company a more attractive partner for retailers. The market awareness required to implement and monitor pricing policies can also result in less competition from businesses that will likely seek out more vulnerable targets. Relatedly, well-executed pricing policies will likely lead to greater market share as brand awareness improves and reaches more prospective customers. 

Drive traffic with online advertising

Every brand on the platform is looking for ways to strengthen its Amazon sales. However, while Amazon Search Engine Optimizations (SEO) can give sellers the edge regarding organic search results, it’s not the only path to a better bottom line. 

‍Pay-per-click (PPC) Amazon ads can be a more direct way to drive traffic to your product listings or Amazon Storefront. These PPC ads allow e-commerce businesses to break through the immense competition on Amazon and increase their reach. But it requires a solid plan, a broad understanding of the tools available and skilled execution on behalf of the advertiser. While online advertising can be quite cost-effective, a poorly planned campaign will have very little Return on Ad Spend (RoAS), meaning you will have paid too much, no matter the cost. 

Focus on Fulfillment

As Amazon grew its dominance as a shopping platform, its vast network of distribution warehouses has made fast shipping a mainstay of customer expectations. One of the impacts of this is that long-term success as a seller on the platform now relies on a brand’s ability to live up to those customer demands and maintain an efficient fulfillment process. 

Brands pursuing Amazon marketplace success have several options to ensure a steady supply of their products and that they reach customers quickly and in good condition. Many Amazon businesses take advantage of the platform’s Fulfillment by Amazon (FBA) program, while some expand Amazon’s role in their shipping strategy with Amazon’s Multi-Channel Fulfillment (MCF). The latter can simplify logistics by providing the same features and services of Amazon FBA to fulfill orders that originate from most online merchants, including a brand’s direct-to-consumer (DTC) website. However, the lack of an effective fulfillment plan is often too big a hurdle to overcome. 

Find Ways to Improve

No marketplace marketing strategy is complete without ongoing refinement. From Amazon product data to google analytics, there are plenty of resources to help companies make sure they are on the right track. But without a commitment to maximizing those opportunities, they risk their outreach to a potential customer missing the mark or falling short. 

Utilize analytics and reporting

Whether from Amazon or elsewhere, one of the advantages of e-commerce is the incredible amount of data sellers can access. There’s often an overwhelming number of reports available regarding inventory, shoppers, advertising, buyers and more. But, the most effective Amazon sellers will understand how to leverage the data to reach more customers and increase conversions.

Remember, it’s not just about monitoring this enormous cache of data. It must also be appropriately analyzed to reveal actionable insights that optimize and grow sales. In particular, Amazon sellers can utilize the platform’s proprietary reports via Seller Central and supplement those metrics with other online store or marketing data to create a fuller picture of a brand’s strengths and weaknesses. 

Monitor Competition

Regardless of what or where you sell, it’s always advisable to be mindful of your competition. An e-commerce site such as Amazon is certainly no exception. Using the most relevant search terms can help you identify competing brands and products, evaluate pricing strategies, compare reviews and spot ways to differentiate your product listings. 

Be sure to review what products are available, how they are organized and what tactics are used to describe and promote them. Most importantly, you’ll need to do so regularly to remain aware of any changes to the competition that could begin to undermine your other optimization strategies. If your brand is building a presence on Amazon 

Don’t overlook Customer Reviews

Online shopping is more popular than ever, and buyers are extremely savvy about their options. As a result, many view reading product reviews as one of the best ways to inform their purchasing decision. Surveys have shown that nine out of 10 customers read reviews before clicking the buy button, while eight out of 10 give them as much weight as a personal recommendation

There’s no question that reviews, positive and negative, can impact product sales and conversion metrics. What may not be clear, though, is how the relationship between Amazon reviews and sales can begin before a prospective customer even finds your listing. Product reviews on a site like Amazon can impact your organic rank among the search results. That’s why brands need to pay close attention to customer reviews and develop a strategy to mine them as part of their ongoing customer service and marketing efforts. 

Let Amify Guide Your Amazon Marketplace Success

If you’re in need of a marketplace expert to lead your target audience from shopper to buyer, consider trusting your brand with the Amazon experts at Amify. We can develop the right digital marketing strategy for your business and provide the skills necessary to execute it effectively. Schedule your free Amazon Account Consultation to get started.

News & Insights

Finding the Right Amazon Optimization Partner

Amazon’s competitive environment presents a challenge for sellers on the platform. In pursuit of winning the Buy Box and climbing to the top of the site’s organic ranking, they often need to become an expert in building brand awareness, designing Amazon advertising campaigns and managing customer fulfillment. 

However, some brands have discovered there is a viable alternative to do-it-yourself Amazon product listing optimization and management. A full-service Amazon agency or qualified partner can allow them to eliminate the learning curve by shifting specialized, time-consuming responsibilities to a capable third party. But finding an Amazon optimization partner that can actually help you reach your goals requires a deliberate approach. 

Identify your deficiencies

The first step is to identify the deficiencies in your Amazon business that must be addressed. This can vary significantly between 1P (Seller Central) and 3P (Vendor Central) sellers. Service providers may also have different strengths. For example, some may focus on high-visibility components such as an Amazon listing or Amazon Store, while others support backend operations like logistics management or data analysis. Regardless, there is likely to be an opportunity for improvement. 

Warehousing & Logistics

Amazon seller success hinges on a company’s ability to get its products to customers quickly. Whether a brand is shipping to Amazon as a vendor, supplying Amazon FBA inventory, or fulfilling customer orders directly, the storage, packing, labeling and shipping of a product need to be expertly managed. Long-term growth is unlikely if your products don’t arrive on time, show up damaged or don’t match what a customer ordered.

In addition, poorly-managed inventory can negatively affect a company’s bottom line. Customers who find the products they are shopping for are out-of-stock often turn to alternatives, while companies can end up paying extremely high prices for storage fees and penalties if their inventory is not managed correctly. Brands struggling with warehousing and logistics are ideal candidates to partner with a company experienced with overcoming these hurdles for an Amazon seller. 

Platform Management

As the dominant e-commerce platform, selling on Amazon is a high-stakes undertaking for any business. Getting started is relatively simple, but finding success and maintaining it is much harder. Many Amazon sellers have trouble setting up listings correctly, identifying or removing unauthorized sellers, responding to customer inquiries and reacting to negative reviews. An Amazon optimization consultant can help brands establish and maintain a healthy Amazon Seller Central account, taking many of these fundamental but time-consuming tasks off your plate. 

Listing Optimization & Marketing

The competition on Amazon is fierce. And although listing products for sale on the site is a critical first step, it is by no means the end of the effort. Regardless of how many shoppers land on a listing, the most successful Amazon sellers know that a high-quality Amazon listing is necessary to lead to sales. A failure to understand the platform’s search algorithm or make adjustments based on the preferences and behaviors of customers makes it nearly impossible to succeed on the platform. Unfortunately, it’s also a common weakness among Amazon sellers.

In addition to Amazon Search Engine Optimization (SEO), thriving businesses also need a data-driven marketing strategy to get products in front of their ideal online customers, even beyond the Amazon platform. Integrating a paid digital marketing plan with Amazon optimization ensures the best possible return on investment. Due to the complexities of Amazon PPC services, a results-oriented Amazon marketing partner can be well worth the investment when internal efforts are not meeting expectations or are being neglected completely. 

Analysis & Strategy

Whether from Amazon or elsewhere, one of the advantages of e-commerce is the incredible amount of data sellers can access. There’s often an overwhelming number of reports available regarding inventory, shoppers, advertising, buyers and more. As a result, even long-time business owners can struggle with the intricacies of selling on Amazon and benefit from a strategic plan aimed at growth on the platform. 

Brands that aren’t capitalizing on this data and using it to develop an informed and well-defined strategy specifically for Amazon are missing a huge opportunity. However, they can often correct this with an Amazon consultant that can take a deep dive into the data and build a plan to reach the company’s marketplace goals. 

Evaluate experience carefully

Judging experience may seem straightforward, but examining a prospective agency’s claims closely is helpful. Focus on more than just how long the agency has existed. A newer Amazon consulting service may have a talented team with decades of relevant experience. In contrast, an established agency could have had lots of turnover resulting in leadership or specialists who have spent minimal time in the industry. 

Remember to also pay close attention to an agency’s current roster of clients and past results. Any reputable agency should be able to provide detailed case studies that shed light on their capabilities and tactics. Ask for examples that have parallels to your company’s challenges and will reveal whether the agency would be a good fit as an Amazon consulting expert. As important as who they have been able to assist is when their seller support took place. Amazon’s tools and policies are constantly evolving, and a service provider needs to be able to adjust accordingly. An agency with continuous success over time is more likely to be effective regardless of what lies ahead for the platform.

You should also inquire how the resume of those managing your Amazon account matches your company’s goals. An agency with direct experience in your product category may seem ideal, but sellers are often better served by comparing an agency’s strengths with the brand’s goals.

Seek a partner with broad alignment

Unfortunately, experience alone is not enough to guarantee that a service provider will be a good fit for your company. It’s also critical that any Amazon partner aligns with your brand’s goals, team and budget. 


The Amazon marketplace is an $800 billion business. The services needed by the largest companies on the platform vary drastically compared to smaller brands. Finding an Amazon seller consultant that aligns with your brand’s business model, sales level and service requirements is crucial. 

Providers usually break down into those serving brands with less than $500k in annual sales, agencies specializing in mid-sized sellers with $500k-$2 million of annual sales, and partners targeting companies with more than $2 million in sales each year. Your brand should align with the size the provider focuses on to limit the risk of low-quality service, overly-high costs, or the possibility of not being a priority for the provider.

Amazon consulting services are typically split between firms that help brands following a 1P Vendor Central model (selling products to Amazon) and those pursuing growth on the 3P Seller Central marketplace (selling products on the Amazon marketplace). Therefore, picking a provider that focuses on your brand’s business model is best. If a provider says they do everything, you may find they are not good at either. 

In your search for an optimization partner, consider creating a list of the functions necessary to run your Amazon business. Then, when comparing proposals from partners, confirm who will be responsible for each of those tasks. It’s a common mistake to overlook the specific services offered and simply choose the lowest-priced provider before realizing that some responsibilities will still need to be done internally and for an additional cost.  


It is easy for firms to claim to be Amazon Buy Box experts, but what differentiates most providers is their ability to deliver the quality level that a brand expects at a reasonable cost. The number one reason brands leave Amazon seller consulting services is a misalignment of the quality of the team they are working with. By asking to meet the team upfront, a brand will quickly see if there is an appropriate alignment. 

Sometimes, a service provider consists of five people in a townhouse claiming to offer expert Amazon marketing services. These smaller providers have difficulty providing the consistency and breadth of the service many brands require. Larger, established companies have learned from their mistakes with previous clients and can likely provide a higher quality of consistent service. In addition, understaffed providers that rely heavily on contractors usually have difficulty delivering high-quality work. 

A brand should look at the provider’s client roster to determine if they match up well in size and product category. If the brands that a prospective Amazon consultant is currently working with have similarities to your business, the likelihood of success is much higher. 


Amazon claims it is easy to run a brand on its platform. In reality, it requires a lot of expertise in various areas ranging from graphic design and customer service to copywriting and advertising strategy. All of these specialties cost money and need to work together flawlessly. It is easy for a brand to underestimate how much work is involved and focus on price rather than quality. 

Low-cost Amazon consulting is more likely to rely on offshore teams with less quality control, while the most expensive Amazon consulting experts will often provide your brand with director-level staff capable of accelerating growth. 

People with valuable Amazon marketing experience are expensive to hire, and it’s important to remember you get what you pay for. A common rule of thumb is that it requires one employee for each $1 to $2 million of Amazon revenue. 

Amazon is a huge opportunity, but it is also very competitive. It will take a brand many months or years to reach its potential on Amazon. Brands that expect huge success in the short term will usually be disappointed by the results, regardless of which agency they choose. 

Start your search with Amify

Don’t spend any more of your valuable time trying to optimize your product page or searching for an internal staff member who can add keyword research to their existing duties. Instead, let Amify do the heavy lifting on Amazon SEO services and your quest to reach new potential customers. We already have the experts to help you dominate the buy box and keep your company on track for its growth goals. Contact us today to learn more.

News & Insights

The Importance of Amazon Copywriting

Amazon copywriting is more than just words. For sellers on the world’s largest e-commerce marketplace, the copywriting they feature has a tremendous effect on everything from algorithm performance to customer satisfaction. Find out exactly why it matters so much and how you can do it better. 

Search Engine Optimization

Obviously, Amazon is an online marketplace. But as much as it’s a place to shop, it is also a search engine. Hundreds of millions of products from countless sellers are listed for sale, and they are all competing to be among the top results when a customer types in a relevant search term. Successful Amazon copywriting is mindful of this fact and incorporates relevant and well-researched keywords into product listings. However, it’s not enough just to include the right words. They need to be integrated seamlessly without sacrificing the effectiveness of engaging copy. 


E-commerce success doesn’t just come from selling products online. It also requires selling your brand to customers in a way that strengthens satisfaction and encourages loyalty. Often, it starts with clear and concise writing. Whether it’s bullet points, item descriptions or the landing page of an Amazon Store, the style and tone should enhance your brand, not compete with it. The copywriting on Amazon is also your brand’s story, and you want customers to enjoy reading it. 

Customer Service

The most effective Amazon copywriting can be essential to your customer service efforts. By taking a proactive approach, the information featured in your product listings can clear up any potential confusion about your product’s size, color or use before it becomes a problem for future buyers. Scour your reviews, particularly the negative and neutral ones, to find the most pressing FAQs and address them in compelling copy.  


Even if copywriting capitalizes on the algorithm, conveys your brand’s story, and describes your product thoroughly, it still has critical work left to do. Success on Amazon comes down to conversions. Fortunately, optimized copywriting will typically result in more eyes on your product listing, which is a reliable way to increase sales. But the words only have a small window to resonate with shoppers and transition them from searching to buying. To accomplish this consistently, writing needs to be engaging enough to keep their attention and persuasive enough to convince them they have found what they were looking for.

Where copywriting matters

Despite the limitations of an Amazon product listing, there are three main areas where copywriting is critical. The words chosen for each element of a listing have the potential to influence search results, and more importantly, they can determine whether that search leads to a view or, ideally, a conversion. 

Product Title

An ideal product title is bold, concise, informative and imminently clickable. While it may seem intuitive, it’s a combination that can be difficult for both novice and experienced writers to achieve. Amazon titles are limited to 250 characters and receive more emphasis in terms of SEO than other parts of a listing. This can make choosing which keywords to include in the title a critical choice with substantial consequences. In most cases, the product title will consist of the brand name and most important product details that apply universally to any variants available in the listing, along with one or two relevant keywords. 

Key Features

The key features of an Amazon product listing provide an overview of an item in a bullet point format. This text receives prominent placement near the top of the listing and typically focuses on the specifications or key selling points that are most useful to shoppers. Amazon sellers are limited to five bullet points of up to 100 characters each. One tip that professional e-commerce copywriters understand is that an emphasis on benefits can lead to more conversions than simply the product features. Therefore, approaching this section of a listing with the goal of explaining how the product solves a shopper’s problem rather than just describing the item can pay big dividends. 

Product Description

Comprising the bulk of any Amazon listing, the product description offers up to 2000 characters to dive into the details about the item you’re selling. The length gives the best opportunity to incorporate your brand storytelling and long-tail keywords. 

Unlike the title and key features, Amazon product description writing should do more than try to lure in potential customers. Instead, by the time they reach a product description, these shoppers are invested in their search and putting substantial effort into finding the right product for their needs. 

Many Amazon sellers fail to capitalize on the copywriting opportunity that a product description presents. Instead, they use common marketing words and cliches to describe the item rather than trying to make a stronger impression with would-be buyers. In addition to addressing the most important questions about a product, effective copywriting for a product description can connect with shoppers and begin the vital goal of building customer loyalty by appealing to shared values. 

The keys to successful Amazon copywriting

There are several ways to improve your Amazon copywriting. Mainly, they result from taking a deliberate approach that accounts for the customer’s perspective. Write what shoppers want to know, not what brands want to tell them. We’ve included some of the most impactful copywriting strategies below. 

Differentiate your product

As brand owners, you know what makes your product different from everything else out there. The problem is, when you’re that close to it, it’s easy to focus on the what instead of the why. Optimized Amazon copywriting will always lead with benefits and explain the deliberate ways your product outperforms the competition.  

Do your research

Before writing new copy or adjusting existing content, it’s imperative that you do the necessary research. Keyword research to identify both head keywords and more specific long-tail keywords will ensure the best chance to break through the noise. Competitive research is also essential, but keep the focus on your product. Look for differences you can highlight that are true, relevant and that you can win on. If it doesn’t meet those criteria, it’s best to look elsewhere for content. 

Address customer concerns

As mentioned above, copywriting presents an incredible opportunity to strengthen your brand’s customer service. You can’t make everyone happy, but you can make sure the people who buy your product know what they’re getting. And doing so will minimize the possibility of a poor review. Remember, surveys have shown that nine out of 10 customers read reviews before clicking the buy button, while eight out of 10 give them as much weight as a personal recommendation. Be honest with yourself and your customers. Your listings should actively address customer concerns and complaints, as well as reassure them about the quality of the product. 

Make a connection 

Don’t underestimate the power of emotion when it comes to the words promoting your product. Your branding should feature an emotional connection that you are attempting to make with customers. Do you want them to feel safe? More confident? Happier? Whatever it is, your copy should incorporate language that reflects those same feelings. Customer reviews or discussions with users about their product experience can be great ways to identify the target emotions that will guide any copywriting.

Keep it simple

Despite the complex demands of Amazon copywriting, keeping your prose simple is still helpful. You want a prospective buyer to be able to scan the copy quickly and easily land on the area of most interest to them. Reading an initial draft of any new copywriting aloud is an excellent way to spot any areas readers might get hung up on. If possible, it’s also best to have multiple people review it for additional perspectives on the readability. 

Finding the right copywriting partner

Once you decide that copywriting is too important to be an afterthought, you may find that partnering with a professional is the best route to improving your Amazon listing content. If so, there are a few areas you should pay careful attention to during your search for the right provider. 

E-commerce Experience

Experience isn’t just a function of time. You want to work with a writer who has a proven track record writing for the e-commerce industry. While it can be helpful to work with someone familiar with your product category, understanding the best practices for online writing and optimizing for Amazon is likely to be the more critical factor. 

Alignment with your Brand

The long-term success of any Amazon partnership hinges on how well the provider’s capabilities align with the brand’s expectations. Creating a solid foundation requires compatibility across several areas. Obviously, you need a partner with the ability to provide effective copywriting, but they should also be able to meet your expectations when it comes to cost, communication and goals. Most brands will be better served by finding a copywriter who is the best fit for their products, not the one with the most impressive lineup of previous clients.

Bundled Services

In many cases, there is value in working with a partner that can provide more than an efficient Amazon copywriting service. Since the writing works in conjunction with so many other parts of the Amazon marketplace, bundling Amazon listing optimization services can maximize the impact. If you’re looking for copywriting help, consider a provider that can assist with photography, Amazon Store creation, digital marketing campaigns and more. Just be wary of companies or individuals who claim expertise in too many areas without the staff and experience to back it up. 

Amify your business

Whether it’s copywriting, Amazon SEO strategy or general platform management, the team at Amify is ready to help elevate your brand in a competitive e-commerce marketplace. We have the right combination of best-in-class tools and hard-earned experience to lead your Amazon listing optimization and achieve the results you want. Contact us for a free consultation. 

News & Insights

An Introduction to Amazon DSP

Amazon advertising is often an important part of winning on the platform. But it can also play a role for e-commerce brands who aren’t relying on Seller Central to reach all of their customers. Instead, Amazon’s Demand Side Platform allows companies to launch a video or display ad campaign that capitalizes on the marketplace’s massive audience and data collection and drive customers to any website they choose. Keep reading to find out more. 

What is Amazon’s Demand Side Platform?

The Amazon Demand Side Platform (DSP) was initially introduced to advertisers as the Amazon Advertising Platform (AAP). Demand Side Platforms are a popular tool in the online advertising industry due to their ability to streamline and automate the buying and selling of online advertising. This programmatic approach allows advertisers and media buying agencies to bid automatically on ad inventory, including product display ads, video, mobile and search ads across multiple online properties.

Similar to the DSP from companies like Google and Adobe, Amazon’s DSP is designed to attract high-volume advertisers seeking a programmatic digital media campaign. The flexibility and reach offered by a DSP can be an efficient and cost-effective way to drive awareness and increase sales for brands with a substantial advertising budget and a clear understanding of their target audience. 

What are the benefits of Amazon DSP?

Amazon DSP features extensive benefits for its users, but it’s not intended for every e-commerce brand. But before determining if the service is a good fit for your company, you need to understand what it offers. 

First, because the available ad inventory spans more than just the Amazon marketplace, it can provide incredible reach. Ads purchased via Amazon DSP can appear on, on Amazon-owned websites such as IMBd or Twitch, on Amazon devices like the Kindle or Fire tablet, or on any other third-party websites that are part of the Amazon DSP network. 

In addition, Amazon DSP offers incredible targeting options. Due to the popularity of the Amazon marketplace, the company can collect a vast amount of data on the characteristics and habits of its millions of users. They can then use this information to help brands target prospective customers that match a particular profile. Amazon DSP campaigns can be targeted with countless combinations of demographics, geographic location, lifestyle interests, product interests, actions taken on Amazon and more. 

As a leader in DSP, Amazon can provide better protection for your brand when participating in programmatic advertising. The company places a significant emphasis on ensuring that the inventory of ad space is limited to high-quality websites that won’t put its advertisers’ brands at risk with questionable content or flawed traffic. You can also expect a similar commitment regarding ad viewability and dashboard reliability. 

Finally, Amazon DSP provides deep data reporting to its advertisers. These metrics can be used to manually or automatically adjust campaigns and optimize their performance. The insights can reveal ways to refine targeting, improve creative designs and tweak bid strategies to maximize budgets. In addition, the data can be a valuable path to upgrading other areas of a brand’s marketing efforts thanks to the details about customers that it can reveal.  

Is DSP the same as Amazon Sponsored Display?

In a word, no. Amazon DSP and Amazon Sponsored Display are two entirely different advertising options. However, that doesn’t mean there aren’t some similarities. Both rely on Amazon’s huge database of consumer data to help brands reach customers with display advertising across the internet. In addition, the targeting options offered to advertisers are similar. However, despite their shared purpose and capabilities, the differences remain substantial. 

While Amazon Sponsored Display is limited to product display ads and Amazon sponsored brand ads that promote an Amazon seller and drives traffic only to the Amazon platform, Amazon DSP is open to any company that wants to reach an audience using Amazon’s data and ad inventory. Amazon DSP ads can direct those who click them to any website, not just an Amazon listing. 

Amazon DSP also focuses on serving brands planning to commit significant money to their digital ad campaign. While Sponsored Display advertisers can spend as little as $1 on their ads, the minimum ad spend for an Amazon DSP campaign is $35,000 for managed service and even more for the self-service option aimed at third-party advertising companies. The pricing model used also differs between the two approaches, but more on that to come. 

While Amazon Sponsored Display ads are based on templates built from an Amazon listing and provide minimal opportunities for customization, Amazon DSP advertisers can design their own ad creative featuring the logo, copy and image of their choosing. 

Sponsored Display and DSP both offer targeting options such as remarketing to shoppers who have previously viewed a product or focusing on users with a particular interest, but DSP targeting is much more granular. Sponsored display targeting is based on choosing from a limited number of Amazon-designed approaches, while an Amazon DSP campaign can be created from scratch using all of Amazon’s available customer data. 

Who can advertise with Amazon DSP?

As mentioned, Amazon DSP is available to any brand, whether or not they sell their products on the Amazon site. Other than minimum budget, the only restrictions to using Amazon DSP are that a company meets Amazon’s general advertising requirements

In many cases, the brands utilizing Amazon DSP do so with the help of a marketing agency or Amazon service provider. The high cost involved means it’s not an undertaking you want to begin without some knowledge and experience. While every campaign can benefit from continuous evaluation and optimization, starting with a successful foundation is best. 

Also, because Amazon DSP is not limited to directing traffic back to an Amazon listing, it may be best suited for companies that aren’t relying on Amazon for the entirety of their sales. For example, companies with independent e-commerce stores can use DSP to drive Amazon shoppers to that site and increase sales without sharing a piece of that revenue with Amazon. 

Who can the ads be targeted to?

One of the most significant advantages of Amazon DSP over other types of digital marketing lies in the ability to target the ads to very specific audiences. Custom segments can be built using Amazon’s demographic and user activity data. The primary ways that a potential customer can be targeted include:

Contextual Targeting: Identifies shoppers who are actively viewing specified products that are related to your brand.

In-Market Targeting: Segments shoppers who have recently purchased or considered purchasing an Amazon product within one of the platform’s specified product categories.

Lifestyle Targeting: Uses search and purchasing habits to identify shoppers who fall into certain lifestyle groups, such as outdoor enthusiasts or foodies. 

Remarketing: A popular method of displaying ads promoting a product to people who have recently searched for, viewed or purchased that product. 

Audience Lookalike Targeting: Focuses on prospects who share demographic characteristics and online behaviors with a brand’s existing customers.

Advertiser Audience Targeting: Amazon DSP advertisers can upload a list of customers they want to target, such as those who have opted into communications with the company or otherwise provided their contact information. 

What pricing model does Amazon DSP use? 

Unlike Amazon Sponsored Display, Amazon DSP relies on a Cost per Mille (CPM) pricing structure. Advertisers are charged based on the average cost to deliver 1,000 impressions of an ad, rather than a Pay Per Click (PPC) model where they are charged each time someone clicks on an Amazon ad. 

CPM and PPC can benefit advertisers in different ways. Campaigns with high click-through conversions can be more cost-effective when paying by impressions rather than clicks. They can also be better suited for brand awareness efforts that aren’t as focused on driving traffic to a particular site.

Similar to PPC campaigns, the CPM pricing used by Amazon DSP still utilizes an automated bidding process to sell ad inventory. After uploading ads and specifying targeting criteria, brands must choose a maximum bid amount for the campaign. When users within the ideal audience visit a site, the bid amount will determine which ad will be shown to them. Successfully optimizing your bid strategy to balance costs and reach often requires careful consideration and familiarity with online advertising.

What types of ads are available?

Amazon DSP provides a lot of flexibility when it comes to ad design. In addition to being fully customizable in terms of how they look, the Amazon marketing service also offers several variations of ads to help make the most of your ad budget and ensure potential buyers are shown the most enticing versions of your ads. 

Dynamic eCommerce ads (DEA): DSP advertisers with Amazon listings can use these ads to showcase individual products. Ads are created by selecting an ASIN that links shoppers to the corresponding product detail page. Amazon will automatically determine which version of this ad shows based on your campaign goal.

Responsive eCommerce creatives (REC): Similar to DEA, these Amazon ads also feature Amazon products. The major difference is advertisers can simultaneously create multiple sizes and promote up to 20 ASINs via a single process. 

eCommerce Custom Image: Both DEA and REC advertising can now be upgraded to include custom images, fonts or copy that enhance the advertiser’s brand and differentiate from a standard Amazon-created version. 

Custom image creative: These ads use brand-specific design, layout, and copy, rather than pulling content from a product detail page. They also don’t have to link back to an Amazon listing and can instead drive traffic to a custom landing page, proprietary e-commerce site or Amazon Storefront. 

Video Ad: Amazon DSP also includes video ads in its inventory of placements. Advertisers can promote products using both online video ads that reach internet users as they browse or streaming TV ads that are integrated into streamed content. 

Do I need help to get started with Amazon DSP?

In almost every case, the answer will be yes. The source of the help may vary dramatically, though. Brands that opt to pursue an Amazon DSP campaign do have two options to do so. One is to begin a Managed-Service relationship with Amazon and let the company handle the strategy, execution and optimization. However, this path also comes with a 15 percent management fee, along with the $35,000 minimum ad spend. Brands that choose this option may also have limited access to the reporting capabilities in the form of a final report on the campaign rather than real-time reporting. 

Alternatively, Amazon DSP offers a Self-Service option to those who can spend up to $100,000 per month on the platform. Due to its high budget requirements, most sellers that pursue this route do so via an authorized Amazon marketing agency that meets the minimum spend by working with multiple advertisers. In some cases, these agencies may charge a management fee below Amazon’s 15 percent option, adding to their value. In addition, accessing the self-service option through an agency or a hefty ad commitment puts brands in complete control of their Amazon DSP campaigns. 

Expand your reach even more with Amify

Take the first step to unlocking new growth for your business on Amazon by reaching out to the experts at Amify. Whether you need help with Amazon store development, data analysis or logistics management, our team can put you in a position to take advantage of everything the Amazon marketing platform has to offer. Contact us today.