Five Quick Store Builder Upgrades Amazon Wants Brand-Registered Sellers to Make Right Now
Amazon posted sub‑minute tutorial clips showing brand‑registered sellers how to add Video widgets, Shoppable Image tiles, a Homepage carousel, Best‑seller tiles, and Curated Collections to their Stores. Deploying the five upgrades can raise average dwell time from 12 seconds to 28 seconds and lift internal‑click conversion by roughly 15 % after the standard 24‑hour approval.
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
- 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.
- 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.
Analysis & Recommendations
Why This Matters
Longer dwell time and a 15 % conversion lift mean Sponsored Brand ads drive more sales per spend. The 24‑hour approval window requires timing edits before campaigns like Prime Day, so sellers must act quickly to capture the benefit.
Key Takeaways
- Video widget: drag the “Video” tile, paste a 15‑second product demo URL and set autoplay off.
- Shoppable Image tile: upload a lifestyle photo, tag each visible product with its ASIN for instant add‑to‑cart.
- Approval timeline: all Store edits undergo a ~24‑hour Amazon review before going live.
- Performance impact: after adding the five upgrades, average dwell time jumps to 28 seconds and internal click conversion improves ~15 %.
Recommended Actions
- →In Seller Central > Store Builder, add a “Video” tile to a page, paste the demo URL, and disable autoplay.
- →Add a “Shoppable Image” tile, upload a lifestyle image, and tag each product with its ASIN.
- →Publish Store changes at least 48 hours before major campaigns (e.g., Prime Day) to accommodate the 24‑hour approval period.
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