Developing your brand’s Amazon Storefront has thus far been a purely rewarding exercise for brands looking to establish & solidify their presence on Amazon.
What has there been not to like? Hero images, embedded video, dedicated landing pages, enhanced advertising options & analytics for both on-platform and external advertising campaigns — it’s all been great. So far.
Storefront links to Competitor brands?
However, during R&D for a new feature of our Amazon vendor/hybrid software platform, we’ve detected several instances of Amazon directly placing links to direct competitors on a brand’s own Storefront URL via Customers also viewed items from these brands:
Of course, it’s Amazon’s platform, and they can do as they please.
However, many brands have been very eager to sink time & resources into their Storefront and it would be disappointing to see their confidence shaken in their belief that they are truly building a brand asset on the platform.
We’ve even had clients who integrated their Amazon Storefront URLs into their planning for TV commercials, an unlikely occurrence in the future if brand’s now fear witnessing competing brands appearing on their own branded Storefronts.
We’re hopeful that this may only be a test which may quietly disappear — a common occurence on Amazon’s platforms — but only time will tell.