The Prime Times

The Prime Times | Tips for Your Kick@$$ Amazon Storefront

October 5, 2023
Incrementum Digital
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The Prime Times | Tips for Your Kick@$$ Amazon Storefront

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It seems like AI is the only topic anyone is interested in debating lately and this week, we discovered one particular data point that backs this up. A few months ago we had our first video about “which AI tools eCommerce sellers can use” go viral, and assumed that it was just the good advice we got from Lenny Ash. Several videos of Lenny after this went semi-viral, an effect we affectionately refer to internally now as “the Lenny effect”. Pure science. This week we garnered another 1.4M views on Instagram simply because one interviewee from Xmars said he liked to use ChatGPT to write emails. The comment section went crazy – people actually believe that using AI to increase output should be considered “lazy”. The arguments were extremely entertaining I will admit, but it made me ponder something.


AI feels like a race right now – Walmart is following Amazon’s suit by experimenting with generative AI on their marketplace, Amazon is launching more off-platform placements (likely using programmatic AI-driven algorithms to choose placements) and Amazon just announced their plans to add even more AI features to the listing generation process, effectively eliminating the need for a skilled team to write SEO-friendly content. The gap between those who believe AI to be “lazy” and those who are actively integrating and evolving with AI, is widening exponentially. I have a sense that the majority of our newsletter audience agrees when I say, that those who are taking the time to learn the tools will be far ahead of those who don’t.


In other ID October news, Liran hosted a spooky podcast with Megan Harmon of Thorncrest where she shared a Prime Day Listing suppression horror story that cost one brand hundreds… and hundreds of thousands of dollars in lost sales. All because one of their retailers discounted a product a week before Prime Day. Ouch. This week we’re preparing brands for Amazon’s second Prime event of the year, set to launch next week on the 10-11. Finally, if you’ve been waiting for the Rest of Search placement multiplier news with much anticipation like we have, this post from David Zimmerman is a must. Take a look.


Moving onto the main event now. We run a lot of audits thanks to our brilliant team led by Alaima Zhara. I want to share a few storefront tips I pulled from one of these audits because another team member, Umit Uksel, suggested that this particular audit held a ton of valuable advice for those looking to update their brand storefront. The one place Amazon’s AI crusade hasn’t made it to yet is the brand storefront. While we’re waiting for that activation, I’d like to share the main takeaways from the audit Umit shared that can easily be applied to any brand.


P.S. if you’d like us to run an audit of your brand, check out this page.

Take it away, ChatGPT. ?


Streamline Your Storefront’s Architecture:

  • Simplified Navigation: Less is more. We advised reducing menu options and using intuitive category names.
  • Unified Categories: Merging related categories can enhance user experience. For instance, merging “Brands,” “Categories,” and “Product Types” can create a more intuitive flow.
  • Highlighting Key Products: Featuring “Best Sellers” or “Featured Deals” can drive attention and sales.
  • Avoiding Redundancies: It’s essential to minimize repeated sections and ensure each tile or section has a distinct purpose.
  • Engaging Content: Incorporating videos, especially loop videos, can captivate users. An engaging “About Us” page with a compelling brand narrative can also boost brand trust.

In General:

  • Mobile Optimization: Ensuring a seamless experience across devices is crucial.
  • Unique Content: Avoid reusing the same content across multiple sections.
  • Brand Storytelling: Conveying the brand’s mission and values can forge deeper connections with customers.
  • Narrative Consistency: Your story should be consistent across all platforms.
  • Optimal Navigation: A logical flow can significantly enhance user experience.

Fresh Content: Regularly updating your content keeps your brand relevant and engaging.

Design With This In Mind:

  • Simplicity is Key: A clutter-free design can enhance user focus.
  • Address Pain Points: Understand and address your customer’s needs.
  • Mobile-First Approach: Ensure your design is mobile-friendly.
  • Quality Over Quantity: Use high-quality images and content to build trust.

As we wrap up this week’s newsletter, I’d like to leave you with a thought. The digital landscape is ever-evolving, and the integration of AI in various sectors is a testament to that. While some view AI as a shortcut, the reality is that it’s a tool – a powerful one that, when used correctly, can propel businesses to new heights. The key lies in understanding its potential and leveraging it effectively, no matter what our Instagram audience says about it. ?

Remember, whether you’re just starting out or you’re a seasoned pro, there’s always something new to learn. And sometimes, most times honestly, the best way to learn is to challenge yourself.

Thank you for being a part of our community. We value each one of you and are always here to support your journey in the ever-changing world of eCommerce.

Until next time,




Speaking of leveraging tools, don’t forget our upcoming Amazon Sponsored Ads Challenge! It’s an opportunity to test your knowledge and learn from the best in the industry. TOMORROW October 6, 10AM PST | 1PM EST

Register Here


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