- A Brand Store is most useful when there is enough catalogue or brand story to organise.
- Navigation and page structure matter as much as banners.
- Store pages should help shoppers move between categories and related products.
- Eligibility and publishing remain subject to Amazon requirements.
What a Brand Store is
An Amazon Brand Store is a branded shopping destination available to eligible brands. It can organise products into pages or categories and provide a dedicated destination for brand-led discovery.
When it adds the most value
Stores are particularly useful when a brand has multiple product groups, a meaningful brand story or advertising traffic that benefits from a curated destination. A very small catalogue may need a simpler structure.
Plan the navigation before the creative
Start with the shopper journey: which categories, use cases or collections should be easiest to reach? Then design banners and modules around that structure. Avoid creating pages merely to make the Store look larger.
Keep it updated
Review the Store when products are discontinued, new ranges launch or seasonal campaigns change. Broken product paths and outdated banners reduce usefulness even if the Store was well designed originally.
Brand Store launch checklist
- Confirm current brand/store eligibility.
- Create a simple navigation model around product families or shopper needs.
- Build a homepage that explains the brand and directs shoppers to relevant collections.
- Check mobile cropping, image readability, destination links and unavailable products before publishing.
- Plan traffic sources—publishing a Store alone does not create traffic. Measure Store visits, engagement and downstream sales using available reporting.