5 steps for building an Amazon Brand Store

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Have you ever selected the brand byline on a product detail page in the Amazon store and browsed through all the products that a business has to offer? If so, you’ve explored a Brand Store—a dedicated space within the larger Amazon store where a brand can showcase its products, backstory, and more. If you have a brand and meet the requirements to create a Brand Store, you can use it to boost discoverability, build customer loyalty, and increase sales.

In this post, we’ll cover what an Amazon storefront is, how it can help your business, and how to craft one that converts casual visitors into loyal customers. You’ll learn:

• What is an Amazon storefront?
• What’s the difference between an Amazon Brand Store and an Amazon affiliate storefront?
• What are the benefits of a Brand Store?
• How to create a Brand Store step-by-step
• How to optimize a Brand Store
• How to promote a Brand Store
• Examples of Brand Stores to inspire you

What is an Amazon storefront?

The phrase “Amazon storefront” could refer to two different online destinations where customers can connect with products in the Amazon store:

• Amazon Influencer storefront: A customizable page that members of the Amazon Influencer Program can create to feature a variety of products that they recommend to their audiences.
  
• Brand Store: A free, dedicated space on Amazon where you can differentiate your brand, drive sales, and build loyalty with millions of customers. On your Brand Store, you can showcase your full suite of products, promote new arrivals, offer product education and deals, and tell your unique story with engaging content like lifestyle imagery or videos.

Learn more about Brand Stores

What’s the difference between a Brand Store and an Amazon affiliate storefront?

A Brand Store and an “Amazon affiliate storefront,” otherwise known as an Amazon Influencer storefront, are two different forms of promotional online content. Brands create Brand Stores to exclusively feature their products. In contrast, an individual member of the Amazon Influencer Program can create an Influencer storefront to showcase products from a variety of brands. Brands sell their own products directly to customers, whereas influencers earn commissions on qualifying purchases by recommending products to their audiences.

What are the benefits of a Brand Store?

By setting up a Brand Store on Amazon, you can get your brand and products in front of millions of customers. You can also:

• Increase trust: Create a presence for your brand within the Amazon store and offer customers a familiar and trusted shopping experience.
• Drive discoverability: Attract new customers and allow them to explore your offerings through intuitive layouts and engaging content.
• Foster brand loyalty: Win over customers with memorable shopping experiences.
• Encourage purchases: Showcase your offerings all in one place. A Brand Store includes content only from your brand, which can help you upsell and cross-sell.
• Get analytics: Analyze metrics like sales, page views, and traffic sources to identify opportunities to grow.

What are the requirements for having an Amazon Brand Store?

Here’s what you need to get started with an Amazon Brand Store:

1. Sign up for a Professional selling account.
2. Enroll in Amazon Brand Registry.
3. Register for Amazon Ads.

1. Sign up for a Professional selling account

A Professional selling plan allows you to sell in the Amazon store for $39.99 a month plus selling fees based on what you sell. It gives you access to a suite of tools and resources to help with managing orders, inventory, and other essential tasks.

Learn how to register as a seller

2. Enroll in Amazon Brand Registry

Amazon Brand Registry is a free program that can help you build and protect your brand. It unlocks additional programs and tools for enhancing product listings, getting reviews, safeguarding your intellectual property (IP), and more. To enroll, make sure you have a pending or registered trademark. You’ll also need a logo that includes your brand name on your products or packaging.

Don’t have a brand name? Try our AI brand name generator, which can help you explore the potential pros and cons of different options before deciding on one that suits your business best.

If you’d like help with trademarking or want to speed up the Brand Registry application process, look into our IP Accelerator program. It can connect you with a network of vetted legal service providers who offer trademark support and other IP services at competitive rates.

Learn more about Amazon Brand Registry

3. Register for Amazon Ads

Go to Amazon Ads and create a sponsored ads account for the ability to access the Amazon Brand Store builder.

Learn how to register for Amazon Ads

How to create a Brand Store step-by-step

Once you’ve signed up for a Professional selling plan, enrolled in Amazon Brand Registry, and registered for Amazon Ads, you’re ready to start building your Brand Store. Here’s how:

1. Go to the Brand Store builder.
2. Design your Brand Store.
3. Add your products.
4. Test for functionality.
5. Submit for publishing.

1. Go to the Brand Store builder

In the main menu of Seller Central, hover over Stores, then select Manage Stores. You’ll be prompted to sign in using your Amazon Ads account credentials, then you’ll be taken to the Brand Stores main page. Select Create Brand Store to get started. If you access the tool directly from your advertising console, go to Brand Content in the left panel, then select Brand Stores, followed by Create Brand Store.

If you’ve enrolled one or more brands in Amazon Brand Registry, you’ll see a list of your brand names. Select the brand that you want to build a Brand Store for, then fill in some basic information to start generating your content:

• For the “Brand display name” field, use your brand’s customer-facing name. This is what will appear in your store’s URL and navigation bar.
• Upload your brand logo and select whether you want it to display in the header region. Use a high-quality image of at least 400 x 400 pixels.
• Set the meta description to help improve your brand’s visibility in search results. Consider doing some keyword research to decide what should go in the meta description, then enter a brief summary of the page content.

Learn more about creating a Brand Store

2. Design your Brand Store

You can use a variety of templates and widgets to build out your Brand Store. Templates provide pre-built layouts, while widgets populate content automatically. For example, you can add a featured deals widget that only appears when you’re running active deals.

We recommend building at least three levels of pages, with the homepage serving as the first level. Select Page Manager, then Add a page to create a new subpage.

For each new page, enter the page name and description, then choose a page template. You can pick one of our pre-designed page templates, which have adjustable tiles that you can fill in with images, text, videos, and other types of content. You can also select the blank template if you want to create your own design from scratch.

Add and organize tiles to shape each page with elements like shoppable images, lifestyle videos, and call-to-action buttons (CTAs). You can copy existing pages or tiles as you go along to save time. You can also move tiles from one page to another.

3. Add your products

Display your full catalog of products in your Brand Store to maximize product discovery and conversion. You also have the option to showcase products in a variety of ways. Here are a few ideas:

• Create product grids or product collections to organize products by category across subpages, helping customers explore your entire catalog.
• Highlight best-selling products or new releases prominently on your homepage using product tiles in high-visibility placements.
• Create engaging shopping experiences with shoppable images that allow customers to click on featured products to learn more and add them to their carts.
• Make product discovery interactive with product selector, a feature that allows you to create quizzes guiding customers to the right products.
• Use automated widgets like “best selling” or “recommended for you,” which help showcase products from your brand that may be relevant to each customer based on their browsing behavior.

If a product isn’t listed yet in the Amazon store, you’ll need to list it before you can add it to your Brand Store. With a Professional selling plan, you can list products individually or in bulk.

Learn how to create Amazon product listings

4. Test for functionality

Throughout the content creation process, you can use the preview feature in the Brand Stores builder to make sure you’re providing a smooth and engaging customer experience on both mobile and desktop devices.

When you’re done crafting your content, give it a final review. Make sure it’s easy to navigate, and watch out for things like:

• Technical issues
• Mistakes or typos
• Blurry or low-quality images
• Inconsistent branding
• Inaccurate product information

Take the time you need to make tweaks and address any problems. The goal is to ensure a seamless customer experience and provide the best possible representation of your brand.

Do you want help with designing and building a Brand Store, or would you like to consult an expert on a particular area like product photography? The Amazon Ads Partner Directory can help you connect with professionals who have experience working with brands in the Amazon store.

Learn more about the Amazon Ads Partner Directory

5. Submit for publishing

When you’re ready, select the Submit for publishing button. You can choose to make the content available to customers as soon as it’s approved by our moderation team, or you can request a specific date when you want it to go live.

You can use the scheduling feature when you publish your Brand Store for the first time and when you make subsequent updates to the content. For example, you can plan ahead so a particular version of your Brand Store goes live for a brand announcement, a seasonal change, or a key shopping event like Prime Day, without altering your main Brand Store version.

The review process usually takes under 24 hours, but may take longer.

Learn more about our Brand Stores review process

How to optimize a Brand Store

You can make optimizations to your Brand Store as you create it in the Brand Store builder. Beyond optimizing for various devices, you can also use high-quality sales copy and imagery, organize your catalog with product collections, and follow other best practices to elevate your brand presentation overall.

Learn more about how to optimize a Brand Store

How to promote a Brand Store

A Brand Store can be a valuable part of your promotional strategy. Customers can discover Brand Stores through search results, sponsored ads, the Amazon website and mobile app, and more. Here are some ideas for driving traffic to your Brand Store and increasing engagement:

• Share the unique URL to your Brand Store in social media posts, email campaigns, and other marketing materials.
• Use your Brand Store as a landing page for cost-per-click (CPC) ads like Sponsored Brands. When you create an ad campaign, link to the homepage or another page in your Brand Store.
• Use search engine optimization (SEO) to help products rank in search results and grow organic traffic for your brand.

Start with these tips and explore other promotional techniques based on your products, your intended audience, and your goals.

Learn more in our marketing guide

Examples of Brand Stores to inspire you

Martha Stewart

“With Brand Stores, we’re able to bring the full Martha Stewart experience in one place.”

Golda Dym
Senior Digital Marketing Manager at Martha Stewart’s parent company, Marquee Brands

Learn more about Martha Stewart

Nespresso

“The biggest value of Brand Stores is that shoppers can access a brand’s full product line and learn more about the brand, all in one place.”

Desireé dePierro
Category Analyst, Nespresso

Learn more about Nespresso

Freshly Picked

“We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website.”

Susan Petersen
Chairwoman & Chief Brand Officer, Freshly Picked

Learn more about Freshly Picked

Boost your visibility with a Brand Store

An Amazon Brand Store can help support every step of the customer journey while providing seamless solutions for your business. With built-in analytics, integration options, and more, you can connect with new customers, reach a wider audience, and drive awareness for your brand.

Once you’ve established your Brand Store, you might want to turn your attention toward expanding internationally. Check out the multi-country expansion tool within Brand Stores to replicate and translate your content into supported languages. Then you can review and customize the content to make sure it meets your requirements before going live to reach customers in the countries where you sell products.

No matter how you plan to scale, you can learn more about Brand Stores from Amazon Ads, which hosts educational resources including blog posts and video overviews that cover beginner-level topics as well as advanced techniques.

* A Professional selling plan is $39.99 a month plus selling fees. Learn more
¹ Amazon internal data, WW, 2024