When a shopper clicks on your brand name, where do they go? Without a store, they land on a list of search results that includes your competitors. An Amazon Brand Store gives them a branded home page with only your products, which builds trust and keeps attention on you.
This guide explains what a Brand Store is, who can create one, how to build it step by step and how to design and promote it.
Key Takeaways
- An Amazon Brand Store is a free, multi-page storefront on Amazon for registered brands.
- You need to be enrolled in Brand Registry, so check eligibility first.
- Plan a simple structure, use strong images and make it mobile-friendly.
- Drive traffic with Sponsored Brands ads, social media and your other channels.
What Is an Amazon Brand Store?
A Brand Store is a custom storefront inside Amazon where you showcase your brand and products. It can have multiple pages, such as a home page, category pages and product highlights, with images, videos and text. Shoppers reach it from your listings, your ads and the brand link on product pages.
Benefits of a Brand Store
- A professional, branded experience on Amazon
- A place to tell your brand story and show your full range
- Helps shoppers find related products and increases basket size
- A landing page for your Sponsored Brands ads and external traffic
- Insights into how shoppers use the store
Who Can Create a Brand Store?
Brand Stores are available to sellers who are enrolled in Amazon Brand Registry. If you do not yet have a registered brand, start with our guide to Amazon Brand Registry. Features can change, so check Seller Central for current eligibility.
How to Plan Your Brand Store
| Page | What to include |
|---|---|
| Home page | Hero image, brand story, bestsellers and links to categories |
| Category pages | Products grouped the way shoppers think |
| Product highlight pages | Detail on a hero product or collection |
| About or story page | Who you are and what you stand for |
| Offers page | Seasonal collections and gift ideas, without price claims that break rules |
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How to Create an Amazon Brand Store Step by Step
- Confirm your brand is registered
- Open the Stores section in Seller Central under advertising tools
- Choose to create a store and select your brand
- Pick a template that suits your products
- Add pages and arrange tiles for images, text, videos and products
- Upload clear, high-quality images and write short, helpful text
- Preview on desktop and mobile
- Submit the store for review and publish when approved
Brand Store Design Tips
- Design for mobile first, because most shoppers browse on phones
- Keep navigation simple, with clear page names
- Use a strong hero image that explains the brand at a glance
- Put bestsellers and new products where shoppers see them first
- Keep colours, fonts and image style consistent with your brand
- Use lifestyle images and short videos to show products in use
- Make sure all content follows Amazon rules, with no prices or competitor mentions
How to Drive Traffic to Your Brand Store
- Use Sponsored Brands ads that point to the store. See Amazon PPC for beginners
- Link to the store from social media, email and your website
- Mention the store in packaging inserts where allowed
- Link the store from your product listings and A+ Content
How to Measure Results
Use the store insights in Seller Central to see visits, page views and sales that come from your store. Compare results by page and by traffic source. Improve pages that attract visits but little action, and give more space to pages that convert.
Common Brand Store Mistakes
- Building a large store without a clear structure
- Using low-quality images
- Making navigation confusing
- Ignoring the mobile view
- Leaving seasonal content up after the season
- Never checking the insights
A store works best alongside strong listings and content. See Amazon A+ Content
Brand Store Content Checklist
- A hero image that shows the brand and range at a glance
- A short brand story that builds trust
- Clear category tiles, so shoppers find products quickly
- Bestsellers and new arrivals near the top
- Lifestyle images or short videos
- Consistent colours, fonts and image style
- A tidy mobile view that you have tested on a real phone
Keep Your Store Fresh
Review your store every month. Remove products you no longer sell, update seasonal pages after events, and refresh images when you launch new items. A store that looks current feels trustworthy and gives repeat visitors a reason to come back.
A store works best alongside strong listings and content. See Amazon A+ Content, how to create a product listing and Amazon SEO. Our Amazon management services help brands build and manage their presence on Amazon.
Frequently Asked Questions
What is an Amazon Brand Store?
It is a free, multi-page storefront on Amazon where a registered brand showcases its products and story.
Do I need Brand Registry to create a Brand Store?
Yes. Brand Stores are for sellers enrolled in Brand Registry, and eligibility rules can change.
Is an Amazon Brand Store free?
Creating a store has no fee, but you may spend on ads and content to drive traffic and fill it.
How many pages can a Brand Store have?
A store can have multiple pages. Plan a simple structure that matches how shoppers browse your products.
How do I get traffic to my Brand Store?
Use Sponsored Brands ads, link from social media and your website, and link from listings and A+ Content.
Can I put prices and offers in my Brand Store?
Avoid prices and promotional claims that break content rules. Use clear collections and seasonal themes instead.
How do I know if my Brand Store is working?
Check the store insights in Seller Central for visits, page views and sales, and improve the weak pages.
Want a Brand Store that builds trust and grows sales?
Our team helps Amazon India brands with store planning, content and listing optimization.
