Amazon Store Versioning Makes Storefront Changes Easier

As Amazon positions itself as a brand builder, one of the options it offers is the Amazon Brand Store. A brand store acts as a landing page, found by customers through a link on the product page or Sponsored Brands ads. Amazon continues to improve the store experience, providing more customizable template options and making them easier for shoppers to find. Now, with Amazon store versioning, brands can more easily manage storefront changes.

Versioning offers a way for brands to create separate renditions of their storefront, then set dates for them to go live and come down. This is great news for vendors who want to update their digital storefronts for Prime Day, the holidays, new product releases, seasonal changes, or other temporary highlights. It can also be a useful tool for A/B testing stores.

Lego holiday brand store


What is the Purpose of an Amazon Brand Store?

In addition to product page content and paid advertising, an Amazon store is a primary way for brands to stand out. Stores can be used to increase brand awareness, especially for smaller or up-and-coming brands that use Amazon as a primary sales channel. For more established brands, Amazon Brand Stores can be used to promote entire product lines instead of individual products, as well as cross-selling and educating about the brand.

Stores also have an insights dashboard that provides basic metrics, such as visitors, page views, and sales.

How Does Brand Store Versioning Work?

Brand store versioning is convenient for when a brand wants to swap content in the store, then swap it back. While the system requires a permanent version of the store, brands can set dates for new versions of the store to go live and come down. Being able to set the dates is great for getting stores ready well ahead of time. For example, as soon as your holiday assets are ready in early October, you can prepare a storefront and set it to go live in November or December.

New versions can be created from scratch or with an existing store as a base. And, since brands can have multiple versions, storefronts can be saved and used again in the future. For example, you can have a “new product” version that is ready to go with a few asset swaps, rather than re-creating something from scratch or modifying a layout and having to change it back again.

Versioning also offers an opportunity to more easily test your Amazon Brand Store. Brands can view the dashboard, make changes for a short time window, and compare metrics from the store insights.

Versioning is not ideal for everyday promotions or deals, as they may be short lived or changed frequently. Instead, we recommend using the Featured Deals widget or a separate deals page in your store for these purposes.

Examples of Amazon Store Versioning

Some brands have put store versioning to good use. This Burt’s Bees store swapped things around for the holidays:

Butts Bees Amazon brand store


Makeup brand NYX also switched it up from their normal store to capitalize on Halloween:


To sum up, Amazon store versioning is a simple way for brands to swap content for different focuses temporarily while keeping their original store design intact. They can also use it for testing different designs and keep the store current to maximize the sales potential.

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