Amazon.co.jp Brand Store Built Around One Decision

Store traffic concentrates on the home page and one subpage. The deep pages of a twelve-page Store take a few dozen sessions a month between them, which is less traffic than a single mid-tier ASIN gets in a day. We build three or four pages, and each one exists because a shopper has a decision to make there. The page tree follows the decision: For pet consumables the decision is life stage and format, so the tree is puppy, adult, senior, and the subscription page is the one carrying the 定期おトク便 argument. For developer hardware and software it is licence type, seat count and whether the Japanese edition is the same build as the English one. For a bank or insurer running marketplace media it is eligibility, which means the page is mostly a filter that stops the wrong applicant from clicking through. If we cannot name the decision a page settles, we do not build the page. Where the traffic actually comes from: The byline link on your detail pages and Sponsored Brands headlines supply most Store sessions, and they arrive on a phone. Every internal and outbound link we place carries a source tag, so Store insights separates byline traffic from campaign traffic from anything you send yourself, and the eventual argument about whether the Store works has data underneath it. Japanese typography on a phone: Text baked into a hero image does not reflow, and Japanese full-width punctuation eats width that a Latin mock-up never accounted for. Every text change inside an image is a re-upload with a moderation wait of about a day, so we keep copy in the editable modules wherever it can live there and reserve baked text for the one line that has to be art. Assets are specified at the sizes the Store actually serves rather than upscaled from a brand deck. One thing we will talk you out of: The referral-fee rebate that US brands use to justify pushing paid social into an Amazon Store is not on the table on Amazon.co.jp. Sending outside traffic to a Store there means paying for a click, handing Amazon the customer record and earning nothing back for it. Send that traffic to your own site. The Store is for shoppers already inside Amazon. What is not included: Photography, video and rendering. A+ module builds and detail page copy. Rakuten shop top pages and Yahoo! storefronts. Translation of a brand book. Ongoing merchandising after handover, unless you retain us for it. Who this is not for: Brands without Brand Registry. Catalogues with fewer than about eight sellable ASINs, where the money is better spent on detail pages and a Store only adds a click. Teams that want a brand world with no product choice inside it; that page performs like a screensaver and we would rather not build it. What you get and what happens next: A published Store, the working files, the source-tag scheme and a short document naming what each page is for, so the next person who edits it does not turn it into a catalogue. Where the engagement includes it, we run the Sponsored Brands destination test: half the campaigns pointed at the relevant subpage, half at a product list, read over a fixed window on new-to-brand rate rather than click-through. The answer differs by category more than the conventional advice admits, and it is worth two weeks to know yours. Stores go stale. We set a schedule to re-cut yours twice a year against your event calendar, and we tell you if the second cut is not worth doing.