Websites for Amazon Brands

The basics

Why an Amazon brand needs its own website

Shoppers check brands before they buy

Marketplaces are full of unfamiliar names, and shoppers have learned to be careful. A search for the brand that returns a professional website, with a UK contact address and proper product information, removes the doubt. It is often the difference between a sale and a lost one, particularly for higher-priced items.

You own it

An Amazon listing can be suppressed, a category can be gated and an account can be suspended, sometimes through no fault of the seller. Your own website cannot be taken away in that manner. It is a permanent address for the brand that continues whatever happens on any one marketplace.

There is room to explain

Amazon limits what a listing can say and how. On your own site you can show the product from every angle, publish full instructions, compare models side by side, tell the brand's story and answer every question at length.

It supports your customers

Buyers who need a manual, a spare part or help with set-up look for the brand's website. A clear support section reduces returns and negative reviews, because problems are solved before the customer gives up.

It brings traffic Amazon does not

People search Google for product advice long before they reach Amazon: "best air fryer for a family of four", "how to set up a mini projector". A guide on your website can answer those searches and introduce your product at the moment the shopper is forming a view.

It is needed for other things

A brand website is useful evidence when applying for a trade mark and Brand Registry, when approaching retailers and distributors, when running Google or social adverts, and when journalists or reviewers want to check who you are.

What we put on a brand website

Product pages built to convince

Each product has its own page with a clear summary, the main benefits, full specifications, large images and video where you have it. The page ends with a prominent button to the Amazon listing. Where you sell in more than one marketplace, such as the UK and Ireland, each has its own button, so the shopper lands in the right store.

Comparison pages

If you sell several models, a comparison table helps the shopper choose between them, which Amazon's layout does poorly. It keeps the decision within your range instead of sending the shopper back to a results page full of competitors.

Guides, recipes and how-to content

Useful content gives people a reason to visit and gives search engines pages to rank. For a kitchen brand that means recipes and cooking guides. For an electronics brand it means set-up instructions and troubleshooting. We plan this content around real searches.

Support and warranty

Downloadable manuals, frequently asked questions, warranty terms and a contact form. This section is the one existing customers use most.

Trust details

The company name, a contact address, a privacy policy and terms. These are small things that shoppers look for and that marketplaces, advertisers and payment providers expect to see.

Should the website sell directly, too?

There are two models, and both are sound.

In the first, the website is a showcase. It does not take orders; every buy button leads to Amazon. This is simple and inexpensive to run. Amazon handles payment, delivery and returns, and every sale adds to your listing's ranking. All three of the brand sites in our portfolio work this way.

In the second, the website is also a shop. Customers can buy from you directly, which gives you a better margin on those orders, the customer's details and the chance to sell to them again. In exchange you take on payments, delivery and customer service, or arrange for Amazon to fulfil the orders for you. We build this on WooCommerce or Shopify.

Many brands start with a showcase and add a shop later. We build the site so that this is a straightforward step, not a rebuild.

Staying within Amazon's rules

A brand website has to be handled with some care around the marketplace. Amazon does not allow sellers to use its packaging, messages or listings to steer buyers away to another site, and it has rules on how reviews may be requested. We design the website to work with those rules: it sends shoppers towards Amazon, supports customers after purchase and builds the brand, without the practices that put seller accounts at risk.

Being found on Google

At the least, your website should be the first result when someone searches for your brand name. We set up titles, descriptions, product schema and a sitemap on every page, and submit the site to Google. Beyond that, guides and comparison pages can rank for wider product searches. If you want to grow that traffic month by month, see our SEO services.

Why choose Website Designer 1

We have done this before. Smart Chef, Visyon and Cavon are brand websites we designed for companies that sell through Amazon UK and Ireland, and they are in our portfolio for you to inspect. We also manage Amazon advertising and listings, so we understand both sides. You get a fixed price, you see the design before it is built, and you own the website and the domain.

If you want the marketplace side looked after as well, our Amazon account management package covers advertising, listing optimisation and Amazon SEO.