Overview

Amazon has released a series of sub‑minute tutorial clips that show brand‑registered sellers how to enrich their Amazon Stores with five specific features. The upgrades target visual merchandising and product‑discovery tools that already exist in the Store Builder but are rarely activated. Because a Store often serves as the landing page for Sponsored Brand ads, applying these enhancements can directly improve ad spend efficiency.

Key Points

• Video embeds — Adding a short product demo or brand story video to a Store page can convey usage tips faster than static photos, reducing the chance that shoppers leave before deciding.
• Shoppable images — Interactive lifestyle photos let shoppers hover over an item, view its price, and add it to the cart without navigating away, streamlining the purchase path.
• Homepage carousel — A scrollable image gallery on the Store’s front page showcases brand aesthetics and can boost engagement for fashion or home‑goods sellers.
• Best‑seller tiles — Dedicated sections that highlight top‑selling SKUs guide visitors toward proven products, increasing the likelihood of conversion.
• Curated collections — Groupings organized by season, theme, or promotion let sellers spotlight new releases or bundle complementary items, driving cross‑sell opportunities.
• Approval timeline — All Store edits must be reviewed by Amazon, a step that typically adds about 24 hours before the changes go live, so timing matters for holiday or launch campaigns.

How Store Builder Enhancements Work

1. Insert a video widget — In the Store editor, drag the “Video” tile onto the desired page, paste the URL of a 15‑second product demo, and set autoplay off. Example: A kitchen‑ware brand adds a 20‑second clip showing a chef using its non‑stick pan, then places the tile beneath the product description.
2. Add a shoppable image tile — Choose the “Shoppable Image” widget, upload a lifestyle photograph, and tag each visible product with its ASIN. A clothing retailer uploads a runway shot and tags the jacket, shoes, and belt, enabling shoppers to click any item and add it directly to the cart.