Kapp Alloy Amazon Store
Kapp Alloy wanted to launch an Amazon storefront that showcased their best selling products to increase sales and get greater customer engagement on new products.
Design Process
Analytics
First, we visited Kapp's Amazon analytics and looked at what products were most popular & how people were searching for them. People tended to search by what the product was used for, so that was used to generate site categories. I could also see 80% of sales came from two categories of products: copper/brass/stainless and aluminum soldering. As a result, I suggested having these two groups of products neatly displayed in clickable images at the top of the home page.
Competitor Research
For the other categories & home page, we decided it was time to expand Kapp's product offerings to better match competitors. Using Amazon Seller Central's Product Opportunity Explorer shown here as well as exploring competitor's Amazon presence, we were able to develop 3 new categories of products that I developed content for: 60/40 Tin-Lead solder (for stained glass), rosin/flux cored, and repair kits.
Branding
I was able to apply Kapp's existing branding from their main website as much as possible, while staying within Amazon's rules not to link externally to another site or use brand names.
Results
Increased Sales
As of September 2023, Amazon sales have increased by 109.63% year over year since the store's launch in January 2023. The store could be directly attributed to 6% of that increase, and also has served as an invaluable landing page for organic search as well as brand awareness.
Successful Product Launches
With the store launching at the same time as the kits, we had much greater success than usual getting customer clicks and sales of those new products, selling over 40 units between January and August.