An Amazon Brand Store is a free, multi-page storefront on Amazon that only your brand's products appear in. Most sellers build one, fill it with a product grid, and never look at it again. This guide covers how to build a Store that actually earns sales: requirements, structure, a step-by-step build, design rules, traffic, measurement, and the mistakes to avoid.
An Amazon Brand Store is a free, custom storefront with its own amazon.com URL, available to sellers and vendors enrolled in Amazon Brand Registry. You build it in the Stores builder in Seller Central using pages and tiles — product grids, shoppable images, video, and text. A Store sells when it is organized around how shoppers choose, and when you send traffic to it.
- A Brand Store is free, but you need Amazon Brand Registry to build one.
- It is not the same as an influencer storefront. Brand Stores belong to brands; influencer storefronts belong to creators recommending products.
- Structure the Store by category or use case, not by whatever order your SKUs were created in.
- Stores do not get much traffic on their own. Sponsored Brands, external traffic tracked with Amazon Attribution, and your Store URL on packaging and social do the work.
- Measure with Stores insights: visits, page views, and attributed sales, then iterate.
What is an Amazon Brand Store?
An Amazon Brand Store is a branded, multi-page shopping destination inside Amazon. It has its own URL, shows only your products, and carries no competitor ads on the page. Shoppers reach it by clicking your brand name ("Visit the [Brand] Store") on a product detail page, from Sponsored Brands ads, from search, or from links you share off Amazon.
Think of it as your brand's website, but running on Amazon's checkout and Prime delivery. A shopper who lands on a product page sees one item; a shopper who lands in your Store sees your full range, the story behind it, and the bundles and variations you want them to consider. That is why a good Store tends to lift basket size and cross-selling, not just brand awareness.
Brand Store vs. influencer storefront: what's the difference?
Many searches for "Amazon storefront" come from shoppers or creators, not sellers. They are usually looking for influencer storefronts, which are a different product.
| Amazon Brand Store | Amazon influencer storefront | |
|---|---|---|
| Who owns it | A brand owner enrolled in Brand Registry | A creator in the Amazon Influencer Program |
| What it shows | Only that brand's products | Products from many brands the creator recommends |
| How it earns | Direct product sales for the brand | Commissions for the creator on qualifying purchases |
| Who it's for | Private-label sellers and vendors | Content creators and social media influencers |
If you sell your own brand on Amazon, you want a Brand Store. Influencer storefronts can still help you — creators may feature your products in theirs — but you do not build or control them.
What do you need to create an Amazon Brand Store?
The requirements are short:
- Amazon Brand Registry. Stores are a Brand Registry benefit. You need an active or pending registered trademark and an approved brand. See our Amazon Brand Registry guide for the process.
- A professional seller account (or vendor access) with the brand's products listed.
- Brand assets. A logo, lifestyle and product images, and ideally short product videos. Amazon publishes size and format specs inside the builder; check them there, as they change.
There is no fee to build or run a Brand Store.
How should an Amazon Brand Store be structured?
A Store is a set of pages, and each page is a stack of tiles. The structure that performs best mirrors how shoppers choose products in your category.
- Home page. A header with your logo and navigation, a hero image or video that says what the brand is in one line, best sellers, and clear entry points into categories.
- Subpages by category or use case. Group products the way customers think: by product type, by problem solved, by room, by routine step, or by size. Amazon allows nested subpages, but keep navigation shallow so nothing is more than a couple of clicks away.
- Product tiles and grids. Product tiles pull live price, Prime badge, and ratings. Grids let shoppers scan a full range quickly.
- Shoppable images. Lifestyle images with tagged products let shoppers click straight from a scene to the item — useful for sets and complementary products.
- Video. Short demos or background video explain what a static image cannot, such as how a product works or its real size.
- Text and image tiles. Use them sparingly for brand story, comparisons, and "which one is right for me" guidance.
Common patterns that work well across brands: a "shop by concern" or "shop by use" navigation; a "start here" page with bundles or best-selling kits; a comparison page that helps shoppers pick between similar products; and a new-arrivals page that is refreshed with each launch.
How do you build an Amazon Brand Store step by step?
- Plan the page map first. Sketch the home page and subpages on paper. Decide which products belong on each page and what question each page answers.
- Open the Stores builder. In Seller Central, go to Stores and choose Manage Stores, then create a Store for your brand (menu names may differ slightly).
- Set the brand basics. Enter the brand display name, upload the logo, and set up the Store.
- Pick a page template or start blank. Amazon offers templates for common layouts. They are a starting point, not a requirement.
- Build the home page. Add the hero, navigation, best sellers, and category entry tiles.
- Add subpages. Create one page per category or use case and populate product grids, shoppable images, and video.
- Write page metadata. Give each page a clear name and description, since page names appear in navigation.
- Preview on desktop and mobile. Most Amazon shopping happens on phones. Check every page in mobile preview before you submit.
- Submit for moderation. Amazon reviews Stores before they go live and again after significant edits. If it is rejected, the builder shows the reason; fix and resubmit.
- Keep it current. Update the Store for launches, seasonal events, and out-of-stock products.
What are the design best practices for a Brand Store?
| Area | Do | Avoid |
|---|---|---|
| Mobile | Design mobile-first; use large, legible text in images | Small text baked into wide desktop banners |
| Navigation | A few clear categories named in shopper language | Internal SKU or collection names nobody searches for |
| Hero | One clear message about what the brand does and for whom | A logo on a stock photo that says nothing |
| Products | Lead with best sellers and bundles on the home page | Dumping every SKU into one endless grid |
| Imagery | Lifestyle and shoppable images that show use and scale | Reusing only white-background main images |
| Consistency | Match fonts, colors, and claims to your listings and A+ Content | A Store that looks like a different brand from the detail pages |
| Claims | Keep copy compliant with Amazon's content policies | Unsupported health, "best", or guarantee claims that trigger rejection |
| Maintenance | Refresh for launches and seasons; remove dead products | Out-of-stock or discontinued items sitting in the hero |
Your Store should feel like one system with your detail pages and A+ Content. Our Amazon A+ Content guide covers the brand content on the product page itself, and the Amazon listing optimization guide covers the titles, bullets, and images the Store links into.
How do you drive traffic to your Brand Store?
A Store with no traffic sells nothing. The main levers:
- Sponsored Brands. Sponsored Brands ads can send clicks to a Store page instead of a single product. Point each campaign at the Store page that matches the search intent — a "shop by use" page for a use-case keyword, for example — not always the home page.
- External traffic with Amazon Attribution. When you run Google, Meta, email, or influencer traffic to Amazon, use Amazon Attribution tags so you can see which channels drove Store visits and sales. Brand Registry sellers may also benefit from Amazon's Brand Referral Bonus on qualifying external traffic; check current terms in Seller Central.
- Your Store URL everywhere. Put the Store link on packaging inserts, product manuals, your website, email signatures, and social profiles. Keep inserts neutral — a link to the Store is fine, a request for a positive review is not.
- Detail page links. Every product page already links to your Store through the brand byline. A consistent brand and a good Store turn that link into cross-sells.
If you run paid search off Amazon, our Google Ads management team can route that traffic to Store pages with attribution in place.
How do you measure Brand Store performance?
Stores include an insights dashboard in Seller Central. Metrics are reported at the Store and page level and typically include:
- Visits and visitors — how many people reached the Store and how many came back.
- Page views — which pages get attention and which get skipped.
- Sales and units attributed to Store visits, within Amazon's attribution window.
- Traffic sources — including source tags you add to Store links shared off Amazon.
Read the numbers alongside your ads data. If Sponsored Brands clicks land on a page with high visits but low sales, the page content or product mix is the problem, not the ad. Test one change at a time — a new hero, a reordered grid, a new comparison page — and compare over a meaningful period.
What are the most common Brand Store mistakes?
- Build it and forget it. A Store that still promotes last year's launch tells shoppers the brand is not paying attention.
- One giant product grid. It is technically a Store, but it does none of the selling work.
- Desktop-only design. Text in images becomes unreadable on phones.
- No traffic plan. Without Sponsored Brands or external links, the Store sees only incidental visits.
- Sending all traffic to the home page. Match the landing page to the keyword or campaign.
- Inconsistent claims. Store copy that contradicts the listing confuses shoppers and can trigger moderation issues.
How does Embarc Consulting build Brand Stores?
Embarc Consulting is an SPN-registered, private-label-only Amazon agency founded in 2016, with 120+ private-label brands managed and 600+ products launched. We build Brand Stores as part of listing and brand content work, not as a standalone design project: the Store's categories come from keyword and search data, the pages match the listings and A+ Content, and Sponsored Brands campaigns are pointed at the right Store pages.
After launch, we track Store visits and attributed sales in weekly reporting, alongside ad audits and organic rank tracking with Search Query Performance data. See our Amazon listing optimization service for scope.