- Amazon Brand Stores are free brand destinations for eligible sellers enrolled in Brand Registry, vendors and eligible agencies; advertising is not required to create one.
- The Store should be designed around shopper navigation and product families, not around filling every available tile with banners.
- Publishing a Store does not create traffic by itself; discovery can come through the brand byline, Sponsored Brands, display campaigns, direct links and external marketing.
- Store Insights can help measure visits, page views, sales and traffic sources, so a Store should be maintained as an operating asset rather than a one-time design project.
1. What an Amazon Brand Store is
A Brand Store is a dedicated branded destination within Amazon where an eligible brand can organise products, explain the brand and create multiple pages around product families or shopper needs. Amazon Ads describes Stores as free to create and maintain, with no requirement to run advertising simply to have a Store.
A Store is different from a product detail page. The detail page helps a shopper evaluate one product; the Store helps a shopper explore a broader brand assortment and move between related products or categories.
2. Check Store eligibility and brand roles
Amazon Ads states that Brand Stores are available to sellers enrolled in Amazon Brand Registry, vendors and agencies representing eligible brands. A seller should confirm that the brand and account relationship is correctly established before starting the creative build.
If the seller is merely reselling another brand, do not assume that owning an offer on the brand’s ASINs creates Store rights. Brand Registry roles and permissions matter for brand-building tools.
3. Decide whether a Store will actually help the catalogue
Stores add the most value when a brand has multiple products, product families, use cases or enough story to justify a curated destination. A very small catalogue can still use a simple Store, but creating many nearly empty pages only to appear larger makes navigation worse.
Start by asking what a shopper should be able to do: understand the brand, shop by category, shop by use case, compare collections, find new products or move from an ad to a curated set of relevant items.
4. Build the information architecture before the banners
Sketch the Store navigation first. Common structures include Shop All, product-family pages, use-case pages, new arrivals and a brand/about page. Keep navigation labels short and obvious. Avoid internal company language that customers may not understand.
Then map each page to the ASINs it should contain and the questions it should answer. This prevents a common failure: a beautiful homepage that sends shoppers into confusing or duplicated product grids.
5. Design the homepage as a routing page
The homepage should quickly tell customers what the brand offers and make the most important product routes easy to find. Use strong category/collection entry points and let product tiles do useful merchandising work rather than relying only on large lifestyle banners.
Keep seasonal campaigns and hero launches visible when commercially relevant, but preserve a stable path to core product families so the homepage does not become obsolete as soon as one promotion ends.
6. Product-family pages should reduce browsing effort
A page should group products in a way that matches customer decision-making: by type, use case, size, collection or another meaningful attribute. Do not mix products simply because they share the same brand if the customer journey is unrelated.
Where products need explanation, add concise educational content before or around the product grid. Where customers already know what they want, allow them to reach products quickly without scrolling through several decorative modules.
7. Mobile QA is not optional
Amazon Stores appear on mobile, app and desktop. Check image crops, text legibility, tile order and navigation on a narrow screen. Desktop artwork with small embedded text can become unreadable on mobile even if the Store technically publishes.
Test every product link and page route before publishing. Check that promoted ASINs are active and that unavailable/discontinued products do not dominate the experience.
8. Plan how shoppers will reach the Store
Amazon says shoppers can reach Stores through the brand byline on detail pages, direct Store URLs and advertising such as Sponsored Brands; display campaigns can also use Store destinations where appropriate. External campaigns can link to the Store as well.
Therefore, Store design and traffic strategy should be connected. If a Sponsored Brands campaign promotes one category, send traffic to the most relevant Store page rather than always using the homepage.
9. Use Store Insights to learn what shoppers do
Store Insights can provide traffic and sales-related metrics such as visits, page views, traffic sources and attributed sales measures depending on the interface. Use that data to identify which pages attract engagement and where navigation or merchandising may need improvement.
Do not judge the Store only by total sales. A page can be useful as an exploration step before a later product-detail purchase. Compare traffic sources, page paths and campaign objectives rather than assuming every visitor should purchase immediately.
10. Maintain the Store as the catalogue changes
Review the Store after product launches, discontinued ASINs, seasonal changes and major packaging/positioning updates. Remove dead ends, refresh category pages and keep the homepage aligned with what the brand actually sells today.
For larger brands, schedule a recurring Store audit. A Store that looked professional at launch can become confusing months later if new products are added without updating navigation and merchandising.
Brand Store launch checklist
- Confirm Brand Store eligibility and correct Brand Registry role/brand access.
- Define customer navigation and page hierarchy before creating banners.
- Map every page to active ASINs/product families and a clear shopper purpose.
- QA mobile and desktop crops, text, tiles, navigation and product destinations.
- Plan traffic destinations for Sponsored Brands/display/external campaigns rather than sending everything to the homepage.
- Review Store Insights and update the Store when assortment or seasonal focus changes.
Frequently asked questions
Who can create an Amazon Brand Store?
Amazon Ads states that Stores are available to sellers enrolled in Amazon Brand Registry, vendors and eligible agencies. Sellers should confirm the brand/account relationship in the current Amazon workflow.
Does it cost money to create a Brand Store?
Amazon Ads states that creating and maintaining a Brand Store is free. Advertising spend is separate and is not required simply to create a Store.
Do I need Sponsored Brands ads to have a Store?
No. You can create an eligible Store without advertising. Ads can be used to drive relevant traffic once the Store is ready.
How do customers find my Store?
Customers can reach Stores from the brand byline on product detail pages, direct Store links and eligible Amazon Ads placements such as Sponsored Brands, among other traffic sources.
How often should a Brand Store be updated?
Update it whenever the assortment, seasonal focus or product availability changes materially, and audit links/navigation periodically so discontinued products and outdated campaigns do not create dead ends.
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