What Is an Amazon Brand Store?
An Amazon Brand Store is your own brand page on Amazon. A multi-page, fully customizable landing page where you present your entire product line, tell your brand story, and guide customers through your portfolio.
Unlike product detail pages, which Amazon standardizes, the Brand Store belongs to you. You control the layout, images, navigation, and content. And most importantly: no competitor ads appear on your Brand Store. It's the only place on Amazon where you can engage customers without distraction from competing products.
As an Amazon agency, we see two extremes: sellers with no Brand Store who waste a free conversion opportunity, and sellers with a store that looks like an image brochure instead of driving sales. Both are avoidable.
Requirements and Access
To create an Amazon Brand Store, you need an active Amazon Brand Registry. No registered brand means no access to the Store Builder.
The store is free. Amazon charges no fees for creation or hosting. The only costs are your time (or your agency's) for design and maintenance.
After creation, your store will be accessible at amazon.com/yourbrandname. You can use this URL in external marketing channels to drive traffic directly to your brand page instead of individual product listings.
Page Structure: How to Build Your Store
An effective Brand Store isn't a single shop window. It's a structured shopping experience with clear navigation.
Homepage: Your landing page. It needs to communicate what your brand offers within seconds and guide visitors to the right category. No overloading with products. Instead, provide clear entry points.
Category pages: A dedicated subpage for each product category. If you sell sports nutrition, your categories might be "Protein Powder," "Bars," "Amino Acids," and "Bundles." Each category gets its own page layout with the relevant products.
Theme or occasion pages: Optional but effective. "Gift Ideas," "New Arrivals," "Bestsellers," or seasonal pages ("Summer Collection") give visitors orientation and make excellent landing pages for Sponsored Brands campaigns.
Brand story: An "About" page that positions your brand. Not as self-promotion but as a differentiator: what makes you different? Why should the customer buy from you?
Rule of thumb: plan at least 3 to 5 pages. A homepage and a few subpages. According to Amazon data, stores with more pages have higher average dwell times and more sales per visit.
Design Principles for a Store That Sells
Amazon offers a drag-and-drop Store Builder with pre-built widgets. The design options are limited (no custom CSS, no free-text formatting), but within those constraints, you can do a lot right or wrong.
Mobile first: Over 60% of Amazon traffic comes from mobile devices. Your store must work just as well on a smartphone as on desktop. That means large clickable areas, readable text without zooming, and vertical layouts instead of horizontal overload.
Images over text: The Brand Store is a visual medium. Use high-quality lifestyle and product images that evoke emotion and show use cases. Text blocks should be short and scannable because nobody reads body copy in an online store.
Clear visual hierarchy: The visitor's eye must be guided. Brand message and navigation at the top. Product categories or highlights below. Cross-selling or new arrivals at the bottom. Every page needs a clear goal: click on a product or navigate to a subpage.
Consistent branding: Colors, fonts (where possible), and visual language should be consistent throughout. The Brand Store is an extension of your brand identity on Amazon. If your store doesn't visually match your A+ Content and product images, it looks unprofessional.
Use product tiles strategically: The Product Grid and Product Tile widgets are your store's direct conversion elements. Place your bestsellers and highest-margin products prominently. Use "Shoppable Image" widgets to show products in context (e.g., a set dining table where every product is clickable).
Content Types in the Brand Store
The Store Builder offers various widget types that you should combine strategically:
Hero banners: Large-format images with or without text overlay. Ideal for the homepage and as entry points on category pages. Use them to set the mood and communicate your brand message.
Product Grid: Shows multiple products with image, title, price, and rating. The most direct sales element. Customers can add to cart directly from the grid.
Shoppable Images: Images with clickable hotspots on products. Perfect for lifestyle scenes where multiple products are shown in use.
Video: Product videos or brand films that autoplay in the store. Video increases dwell time and can explain complex products better than static images.
Text with image: For brand story, USPs, or explanations. Use sparingly and only where text adds real value.
Driving Traffic to Your Brand Store
A beautiful store without traffic is worthless. There are three main sources for store visitors:
Sponsored Brands: The most important traffic driver for your store. Sponsored Brands campaigns can link directly to your Brand Store or individual store pages. The "Store Spotlight" format even shows your store categories directly in the ad. In our experience with PPC optimization, Sponsored Brands linking to store pages are often more efficient than links to product lists because the store offers a controlled shopping experience.
Organic traffic: Customers who click on your brand name in search results see a link to your Brand Store. Your product detail pages also show a link to the store ("Visit the [Brand Name] Store"). The stronger your brand, the more organic traffic.
External traffic: You can use your store URL in social media, email campaigns, influencer partnerships, and on your website. Amazon rewards external traffic with the "Brand Referral Bonus" (averaging 10% rebate on sales that come through external links).
Store Insights: Measure and Optimize
Amazon offers Store Insights, an analytics dashboard for your Brand Store. The key metrics:
Visitors and page views: How many visitors come to your store and which pages do they view? Pages with low traffic need either better internal linking or aren't relevant to visitors.
Dwell time: How long do visitors stay in your store? Longer dwell time correlates with higher purchase probability. If visitors bounce quickly, either the content doesn't match or the navigation is unclear.
Sales and revenue: The store shows you which products were sold through the store and how much revenue was generated. Compare store sales with total brand revenue to evaluate the store's contribution.
Traffic sources: Where do your store visitors come from? Sponsored Brands, organic search, direct URL visits? This data helps you allocate your traffic budget optimally.
Common Brand Store Mistakes
No regular updates: A Brand Store is not a one-time project. New products, seasonal adjustments, changed bestsellers: all of this needs regular maintenance. A store that hasn't been updated in a year does more harm than good.
Too much text, too little product: Visitors come to your store to discover and buy products, not to read your company history. The brand story has its place (on a dedicated subpage), but the main pages must be product- and conversion-oriented.
No mobile optimization: Even though the Store Builder is responsive, some layouts look poor on smartphones. Always test your store on mobile devices, especially after changes.
Missing ad-to-store alignment: When you link Sponsored Brands to your store, the store must meet the ad's expectation. If the ad promotes "protein powder" but the link goes to the store homepage where protein powder isn't immediately visible, you lose conversions. Link to the matching category page.
Ignoring Store Insights: Many sellers create a store and never look at the data again. Store Insights show you what works and what doesn't. Use the data to continuously improve layout, product placement, and navigation.
Brand Store as Landing Page for Sponsored Brands
One of the most valuable use cases for the Brand Store: as a landing page for Sponsored Brands campaigns. Instead of sending customers to a product list (which they could find through normal search), you guide them into a controlled brand experience.
The advantage: no competitor ads, curated product selection, brand storytelling, and higher cart values through cross-selling opportunities.
Create dedicated store pages for important campaigns. One page for "Bestsellers," one for "New Arrivals," one for each main category. This way you can link every Sponsored Brands campaign to the perfectly matching landing page.
Important: the store page must deliver on the ad's product promise immediately. If the ad features a product that isn't prominently visible on the store landing page, you lose the shopper. The ad must match the store experience. Consistency between ad creative and landing page is critical.
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