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amz-storefront-design

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Translation

Chinese

Storefront Designer

店铺前端设计师

The Amazon Brand Store is a free, multi-page brand site inside Amazon. Most brands build one, never send traffic to it, and forget it. A Store earns its keep only when it is designed as a destination and fed with traffic. This skill plans both.
Amazon Brand Store是亚马逊平台内免费的多页面品牌站点。大多数品牌建好后就不再引流，随后将其遗忘。只有当店铺被设计成品牌目的地并持续获取流量时，它才能发挥价值。本技能将同时规划店铺设计与流量方案。

When to use this

适用场景

  • A brand is building its first Amazon Store.
  • A Store exists but gets no traffic and produces no sales.
  • A brand wants a landing page for Sponsored Brands ads.
  • A catalog has grown and the Store no longer reflects it.
  • 品牌首次搭建Amazon Store
  • 已有店铺但无流量、无销量
  • 品牌需要为Sponsored Brands广告打造落地页
  • 商品目录更新后，店铺内容已无法匹配

The framework. The Store as a Destination

框架：打造作为目的地的店铺

A Store has one job: take a shopper who is interested in the brand and move them across the catalog. Design it in three layers.
店铺的核心目标是：吸引对品牌感兴趣的买家，引导他们浏览全品类商品。可分为三层设计：

Layer 1. The home page

第一层：首页

The first screen answers "what is this brand and why care", then routes. It needs a brand hero (one image, one promise), and clear navigation to the rest of the Store. Not a wall of every product. a hero and a set of doors.
首屏需回答“这个品牌是什么？为什么值得关注？”，然后引导用户跳转。需要包含品牌主视觉（一张图+一个品牌承诺），以及清晰的店铺导航入口。不要堆砌所有产品，只需要主视觉和导航入口。

Layer 2. The category and collection pages

第二层：品类与集合页

One page per product family or per use case or audience. A shopper who came in for one thing browses the family. This is where the cross-sell happens. Each page is curated, not a dump of every SKU.
每个产品系列、使用场景或目标受众对应一个页面。买家因某款商品进入店铺后，可以浏览整个系列，这里是交叉销售的关键场景。每个页面需经过精心策划，而非简单罗列所有SKU。

Layer 3. The shoppable content

第三层：可购物内容

Shoppable images and lifestyle content where a shopper clicks a scene and buys the products in it. This is the Store's advantage over a plain search result. use it. Featured deals modules, best-seller modules, and new-arrival modules keep the Store fresh and give returning visitors a reason to look.
可购物图片和生活场景内容，买家点击场景即可购买其中的商品。这是店铺相较于普通搜索结果的优势，务必充分利用。特惠模块、畅销品模块和新品模块能让店铺保持新鲜感，吸引回头客。

The traffic plan. the part everyone skips

流量计划：多数人忽略的环节

A beautiful Store with no traffic produces nothing. Plan the feeds:
  • Sponsored Brands ads can land on the Store instead of a product page. this is the biggest controllable feed. Two SB creatives serve different jobs and route differently. use the right one or the Store stays dead.
    • Store Spotlight creative routes the click to the Store landing page (the home or a specified Store sub-page). This is the creative to use when the goal is driving Store traffic, surfacing the brand across the catalog, and cross-selling beyond the lead ASIN.
    • Product Collection creative routes the click to an ASIN detail page. This is the creative for direct-conversion campaigns on a specific product. it does not drive Store traffic.
    • Rule of thumb. If the campaign goal is "build the brand and cross-sell", Store Spotlight. If the goal is "win the unit on this specific keyword", Product Collection. Do not use Product Collection on brand or category keywords expecting Store traffic. it will not happen.
  • The brand byline on every listing links to the Store.
  • Posts and external traffic (social, email, influencers) should point at the Store, not a single listing, so the visitor sees the whole brand.
  • A Store also gives a clean Store Insights view of which pages and sources work.
没有流量的优质店铺毫无价值。规划以下流量来源：
  • Sponsored Brands广告可以直接跳转至店铺而非商品详情页，这是可控性最强的流量来源。两种SB创意素材作用不同，跳转路径也不同，需选择合适的素材，否则店铺仍会无人问津。
    • Store Spotlight创意素材：点击后跳转至店铺落地页（首页或指定子页面）。当目标是引流至店铺、展示全品类品牌商品、实现跨ASIN交叉销售时，应使用该素材。
    • Product Collection创意素材：点击后跳转至ASIN详情页。适用于特定商品的直接转化 Campaign，无法为店铺引流。
    • 经验法则：若Campaign目标是“打造品牌+交叉销售”，选择Store Spotlight；若目标是“抢占特定关键词下的商品销量”，选择Product Collection。不要在品牌或品类关键词投放中使用Product Collection素材并期望为店铺引流，这无法实现。
  • 每个商品listing上的品牌署名可链接至店铺。
  • 帖子与外部流量（社交平台、邮件、网红推广）应指向店铺而非单个商品listing，让访客了解完整品牌。
  • 店铺还提供清晰的Store Insights视图，可查看哪些页面和流量来源效果更好。

Step by step

步骤流程

  1. Collect inputs. The brand, the catalog and how it groups (families, use cases, audiences), the brand promise, and the current traffic sources.
  2. Design the home page. The brand hero and the navigation. Define the doors.
  3. Design the category and collection pages. One per family or use case. Curate each. Decide which pages also serve as Sponsored Brands landing pages.
  4. Plan the shoppable content. Which lifestyle scenes become shoppable, and which dynamic modules (deals, best sellers, new arrivals) keep the Store fresh.
  5. Build the traffic plan. Sponsored Brands to the Store, the brand byline, external traffic pointed at the Store. Name the primary feed.
  6. Set the review cadence. A Store is not set-and-forget. seasonal refreshes and new-product additions.
  7. Run the quality check, then deliver.
  1. 收集信息：品牌信息、商品目录及其分组方式（系列、使用场景、受众）、品牌承诺、当前流量来源。
  2. 设计首页：确定品牌主视觉和导航入口，明确跳转路径。
  3. 设计品类与集合页：为每个产品系列或使用场景创建页面，精心策划内容。确定哪些页面可作为Sponsored Brands落地页。
  4. 规划可购物内容：选定哪些生活场景可转化为可购物内容，以及哪些动态模块（特惠、畅销品、新品）能保持店铺新鲜感。
  5. 制定流量计划：通过Sponsored Brands引流至店铺、利用品牌署名、引导外部流量至店铺。确定主要流量来源。
  6. 设置更新周期：店铺并非一劳永逸，需根据季节和新品上线进行更新。
  7. 进行质量检查，然后交付方案。

Output format

输出格式

undefined
undefined

Store Plan. [brand]

店铺规划方案. [品牌名称]

Home page

首页

Brand hero: [image and promise direction] Navigation: [the doors]
品牌主视觉：[图片及承诺方向] 导航入口：[跳转路径]

Category and collection pages

品类与集合页

[page] . [what it groups] . [SB landing page? y/n] ...
[页面名称] . [分组依据] . [是否作为SB落地页? 是/否] ...

Shoppable content

可购物内容

Shoppable scenes: ... Dynamic modules: [deals / best sellers / new arrivals]
可购物场景：... 动态模块：[特惠 / 畅销品 / 新品]

Traffic plan

流量计划

Primary feed: [usually Sponsored Brands] Other feeds: [byline, external]
主要流量来源：[通常为Sponsored Brands] 其他流量来源：[品牌署名、外部流量]

Refresh cadence

更新周期

[seasonal and new-product cadence]
undefined
[季节及新品更新周期]
undefined

Worked example

示例

A coffee brand with beans, equipment, and accessories.
Home page: a brand hero on the sourcing story, and three doors. Coffee, Brewing Gear, Accessories. Category pages: one per door, curated. The Coffee page doubles as the Sponsored Brands landing page for coffee keyword campaigns, so an ad for "single origin coffee" lands on the whole coffee range, not one bag. Shoppable content: a morning-routine lifestyle scene where the shopper clicks the grinder, the beans, and the mug. Traffic plan: Sponsored Brands as the primary feed, the brand byline on every listing, and the brand's social pointed at the Store home, not at one product.
某咖啡品牌，产品包括咖啡豆、器具及配件。
首页：展示原料采购故事的品牌主视觉，以及三个导航入口：咖啡、冲煮器具、配件。品类页：每个导航入口对应一个页面，内容经过精心策划。咖啡页面同时作为咖啡关键词Campaign的Sponsored Brands落地页，因此“单一产地咖啡”的广告会跳转至整个咖啡系列页面，而非单袋咖啡豆。可购物内容：展示晨间日常的生活场景，买家可点击研磨机、咖啡豆和杯子直接购买。流量计划：主要流量来源为Sponsored Brands，每个listing设置品牌署名链接至店铺，品牌社交平台引流至店铺首页而非单个商品。

Quality check

质量检查

  • The home page is a hero plus navigation, not a dump of every product.
  • Category pages are curated by family, use case, or audience.
  • At least one page is designated a Sponsored Brands landing page.
  • Shoppable content and dynamic modules are planned, not just static grids.
  • A traffic plan exists and names the primary feed. a Store without traffic is dead.
  • A refresh cadence is set.
  • 首页包含主视觉+导航入口，而非堆砌所有产品
  • 品类页按产品系列、使用场景或受众精心策划
  • 至少指定一个页面作为Sponsored Brands落地页
  • 规划了可购物内容和动态模块，而非仅静态网格
  • 制定了流量计划并明确主要流量来源，无流量的店铺毫无价值
  • 设置了更新周期

Common mistakes

常见错误

  • Build it and forget it. A Store with no traffic plan produces nothing.
  • A product dump. Every SKU on one page with no curation and no story.
  • No Sponsored Brands landing. Running brand ads to a product page instead of the Store, wasting the Store's whole reason to exist.
  • Static and stale. No dynamic modules, no seasonal refresh, so returning visitors see the same page forever.
  • Pointing external traffic at one listing. Sending social and email to a single product instead of the brand destination.
  • 建完即弃：无流量计划的店铺无法产生价值
  • 产品堆砌：所有SKU堆砌在一个页面，无策划、无品牌故事
  • 未设置Sponsored Brands落地页：品牌广告跳转至商品详情页而非店铺，浪费店铺存在的意义
  • 静态陈旧：无动态模块、无季节更新，回头客每次看到的都是相同页面
  • 外部流量指向单个listing：将社交和邮件流量引导至单个商品而非品牌目的地

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