Discover how to create a professional Amazon Brand Store that showcases your products and boosts your credibility on the world’s largest e-commerce platform.
Jens Vittrup
An Amazon Brand Store is your digital shopfront on Amazon, enabling you to showcase your brand’s products in a professional and personalised way. Whether you are new to selling on Amazon or looking to enhance your existing presence, a well-designed Brand Store can be the key to standing out from the competition and increasing your sales. In this comprehensive guide, we cover everything from basic requirements to advanced strategies to help you build an effective Amazon Brand Store.
An Amazon Brand Store is a customised shop page on Amazon that acts as your brand’s own mini e-commerce site within the Amazon platform. Unlike standard product listings, a Brand Store allows you to create a cohesive shopping experience with a tailored layout, images, videos, and text that reflect your brand’s identity and values.
With a Brand Store, you can present your entire product range in one place, tell your brand story, highlight unique selling points, and create a more engaging customer experience. Essentially, it gives you a dedicated showcase on one of the world’s largest e-commerce platforms.
Setting up an Amazon Brand Store offers several advantages that can help accelerate your growth on the platform. Here are some of the key benefits:
One of the biggest advantages of an Amazon Brand Store as part of your Amazon marketing strategy is that it enables you to create a cohesive shopping experience which can increase your conversion rate and average order value.
Before you can start building your Amazon Shopfront, there are some basic requirements you need to meet. Here’s what you need to get started:
The main requirement for creating an Amazon Brand Store is that your brand must be enrolled in the Amazon Brand Registry. This programme allows brand owners to protect their trademarks on Amazon and access advanced branding features, including the Brand Store.
To join the Amazon Brand Registry, you must have a registered trademark in the country where you wish to sell. You need to prove that you are the legitimate owner of the trademark or have permission to represent it. This typically involves submitting your trademark registration number and other documentation.
You must have a Professional Seller Account on Amazon to create a Brand Store. Individual Seller Accounts do not have access to this feature. A Professional Seller Account gives you access to advanced sales tools and analytics, which are necessary to run a successful Brand Store.
If you do not yet have a Professional Seller Account, you should consider upgrading your account to sell on Amazon with all the associated benefits, including access to the Brand Store feature.
Once you have met the basic requirements, you need to complete a qualification process to gain access to create a Brand Store. This usually involves a review of your trademark and products to ensure they comply with Amazon’s guidelines.
It is important to note that there is no extra cost to create or maintain an Amazon Brand Store once you are qualified. This functionality is included with your Professional Seller Account and Amazon Brand Registry enrolment.
Now that you understand the requirements for creating an Amazon Brand Store, let’s walk through the process step by step. By following this guide, you can set up a professional and effective Brand Store that highlights your brand and products in the best possible way.
Start by logging in to your Amazon Seller Central account. Once logged in, navigate to the ‘Stores’ tab in the top navigation menu. If you do not see this tab, make sure you are enrolled in Amazon Brand Registry and have a Professional Seller Account.
After clicking on ‘Stores’, select ‘Manage Stores’ from the dropdown menu. This will take you to the Store management page, where you can begin creating your Brand Store.
On the Store management page, click the ‘Create Store’ button. If you have multiple brands registered in the Amazon Brand Registry, you will be prompted to select which brand you want to create a Store for. Choose the relevant brand from the list.
After selecting your brand, provide the basic information for your Store, including the Store name and meta description. The Store name will typically be your brand name, while the meta description is a short text describing what customers can expect to find in your Store.
Amazon offers several templates for your Brand Store, including:
Select the template that best fits your brand and products. You can always change the template later if you decide another is a better fit.
Once you have chosen a template, start customising your layout using Amazon’s drag-and-drop Store Builder. This tool makes it easy to arrange products, add images and text, and create a cohesive look for your Store.
To create a consistent brand experience, add your branding elements to your Store. This includes:
A well-organised Store makes it easy for customers to find what they are looking for. Use the following strategies to organise your products effectively:
Now it’s time to populate your Store with products. In Store Builder, you can add products by searching for their ASIN (Amazon Standard Identification Number) or by selecting from a list of your existing products.
For each product tile, you can customise which information is displayed, such as product name, price, and customer ratings. You can also add short descriptions or highlight specific features.
Once you have designed your Store and added all your products, preview it to ensure everything looks and works as expected. Amazon’s Store Builder allows you to see how your Store will appear on both desktop and mobile devices.
Carefully review each page of your Store to check for errors, broken links, or layout issues. Make sure all images are high quality and all text is accurate and error-free.
When satisfied with your Store, submit it for approval. Amazon will review your Store to ensure it meets their guidelines. This process can take up to 72 hours, but is often quicker.
Once your Amazon Brand Store is live, you will likely need to make changes and updates over time. This might include adding new products, updating images, changing the layout, or tailoring content for seasonal campaigns. Here’s how to effectively edit your existing Brand Store:
To edit your Amazon Brand Store, log in to Seller Central and navigate to ‘Stores’ > ‘Manage Stores’. Find the Store you want to edit and click ‘Edit Store’. This will open Store Builder with your current Store design.
While in edit mode, you can make changes just as you did when you first created your Store. You can add or remove pages, change the layout, update images and text, and add or remove products.
One of the useful features in Amazon’s Store Builder is version control. This means that when you edit your Store, you are working on a new version while the current version remains live until you are ready to publish your changes.
After making all your desired changes, click ‘Submit for publishing’. Amazon will review the new version of your Store, and once approved, it will replace the current live version.
Yes, you can change the name of your Amazon Store, but the process is not as simple as editing a text field. To change your Store name, you typically need to contact Amazon Support, as the Store name is linked to your brand registered through the Amazon Brand Registry.
It is important to be careful when choosing your initial Store name, as frequent changes can cause confusion among customers and affect your brand recognition. If you absolutely need to change your Store name, be prepared to provide Amazon with a valid reason for the change.
The content in your Amazon Brand Store is crucial for engaging visitors and convincing them to buy your products. Well-considered content can tell your brand’s story, highlight your products’ benefits, and create an emotional connection with potential customers. Here’s how to create engaging content for your Brand Store:
Visual elements are the first thing customers notice when they visit your Store. Invest in high-quality visuals, including:
While visuals attract attention, it is your copy that convinces customers to buy. Here are some tips for writing compelling copy for your Brand Store:
Your copy should be consistent with your brand’s voice and tone, while being clear, concise, and focused on customer needs and wants. By combining strong visuals with compelling copy, you can create an optimised Amazon storefront that ranks well in Amazon’s search results.
Properly linking your products to your Amazon Brand Store is essential for creating a seamless customer journey and maximising sales. When products are linked correctly, customers can easily navigate from your Store to the product detail page and make a purchase. Here’s how to link products effectively:
The main way to connect products to your Brand Store is through the Store Builder tool. Here’s the process:
Amazon provides two main ways to choose which products are displayed in your Store:
For most sellers, a combination of manual and automatic selection is the best approach. Use manual selection for key pages and featured sections, and automatic selection for larger product categories or related product sections.
Creating a stunning Amazon Brand Store is only the beginning – to truly leverage your Store’s potential, you need to actively monitor its performance and continually optimise based on data. Amazon offers robust analytics tools that can provide valuable insight into customer behaviour and your Store’s effectiveness. Here’s how to make the most of these tools:
Amazon Brand Analytics is a powerful tool available to brand-registered sellers. It offers detailed insights into your Store’s performance, including:
A particularly useful feature in Amazon’s Store analytics is the ability to use source tags to track external traffic. This lets you see which external marketing channels drive the most traffic and sales to your Brand Store.
To use source tags, simply add a parameter to your Brand Store URL when sharing it on external platforms. For example:
www.amazon.com/YourBrandName/s?maas=maas_adg_123456789
This allows you to track the effectiveness of different marketing campaigns and channels such as social media, email marketing or influencer collaborations as part of your Amazon marketing.
Your Amazon Brand Store has a unique URL that you can use in your marketing. Effective use of this URL can help you drive more traffic to your Store and increase sales. Here are some strategies for making the most of your Amazon Store URL:
To find the URL for your Amazon Brand Store, log in to Seller Central, go to ‘Stores’ > ‘Manage Stores’, and click ‘Copy Link’ next to your Store. The typical format for an Amazon Store URL is: amazon.com/stores/[your-brand-name].
You can also find your Store URL by visiting one of your product pages on Amazon and clicking your brand name, which is usually shown under the product title. This will take you to your Brand Store, and the URL will be visible in your browser’s address bar.
As mentioned earlier, you can add source tags to your Store URL to track where your traffic is coming from. This is especially useful when running multiple marketing campaigns at the same time and you want to know which are performing best.
For example, you can use different tags for traffic from social media, email marketing, influencer campaigns, and offline marketing. This helps you allocate your marketing budgets more effectively based on which channels deliver the best return.
Amazon Store URLs can be long and unwieldy, especially for use in print materials or social media with character limits. Consider using a URL shortener such as Bitly or TinyURL to create shorter, more manageable links.
However, make sure to use consistent, branded short URLs so customers know the link is from a trusted source and leads to your official Amazon Store.
One of the most common questions about Amazon Brand Stores is the cost involved in setting up and maintaining one. Here’s a detailed look at the cost structure:
It is free to create and maintain an Amazon Brand Store. There are no start-up or monthly fees associated with the Store feature itself. This is a major advantage compared to the costs of developing and maintaining a traditional e-commerce website.
The only direct costs associated with having an Amazon Brand Store are the fees required to meet the prerequisites:
Although the Brand Store feature itself is free, there are indirect costs you should consider:
These indirect costs can vary significantly depending on your brand’s size, the complexity of your Store, and the quality of content you want to present.
Although there are costs associated with creating and maintaining an Amazon Brand Store, the return on investment can be significant. A well-designed Brand Store can result in:
When considering the costs of an Amazon Brand Store, it is important to view it as an investment in your brand’s long-term success on the Amazon platform, rather than just an expense.
To ensure your Amazon Brand Store is as effective as possible and complies with Amazon’s guidelines, there are a number of requirements and best practices you should follow. Here is a comprehensive guide to help you optimise your Brand Store and avoid common pitfalls:
Amazon has specific technical requirements that your Brand Store must meet to be approved and function optimally. These include:
Amazon has strict guidelines regarding what content is allowed in a Brand Store. Here are some of the key policies to be aware of:
After creating an impressive Amazon Brand Store, the next step is to drive traffic to it. A stunning Store has limited value if potential customers do not see it. Here are effective strategies to boost traffic to your Brand Store and maximise your return on investment:
Amazon’s own advertising tools are some of the most effective ways to drive targeted traffic to your Brand Store:
By investing in Amazon advertising, you can target customers actively searching for products like yours and direct them straight to your Brand Store.
In addition to Amazon’s advertising tools, you can drive traffic to your Brand Store from external sources:
When considering investing time and resources in an Amazon Brand Store, it’s important to understand how this platform differs from a traditional e-commerce website. Both have their strengths and weaknesses, and understanding these can help you develop a more effective omnichannel strategy. Here’s a comparison:
For most brands, the optimal approach is to leverage the benefits of both the Amazon Brand Store and traditional e-commerce through an omnichannel strategy:
By understanding the strengths and weaknesses of both the Amazon Brand Store and traditional e-commerce, you can create a balanced strategy that maximises your online presence and sales. Amazon should be viewed as a powerful tool in your e-commerce toolkit, rather than your sole solution. Many successful brands start by establishing a strong presence on Amazon and then use the customer base and brand recognition they have built to launch their own e-commerce platform.
Whatever approach you choose, it is important to work with experienced Amazon consultants who can help you navigate the complex aspects of selling on Amazon and optimise your Brand Store for maximum effectiveness.
We have gathered the most common questions from sellers about Amazon Brand Store to help you better understand this feature and get the most out of it for your business.
Your Amazon Brand Store ID is a unique identifier for your Store, which can be useful in certain situations, such as when working with Amazon Advertising. Here’s how to find it:
Adding products to your Amazon Shopfront is done via the Store Builder tool. Here is the process:
As a seller, you can access your Amazon Shopfront in several ways:
Customers can find your Store by clicking on your brand name on your product detail pages, through search results (if your Store ranks for relevant searches), or via direct links in your marketing campaigns.
To qualify for an Amazon Shopfront (Brand Store), you must meet the following requirements:
Once you meet these requirements, you will automatically have access to create a Brand Store through Seller Central. There is no separate application process for the Store feature itself, beyond the Brand Registry requirements.
If you want to learn more about Amazon and how you can grow your business on the platform, consider signing up for an Amazon course that can provide you with in-depth knowledge and practical skills to master Amazon sales, including how to create and optimise an effective Brand Store.
Creating an effective Amazon Brand Store is not just about meeting technical requirements, but also about implementing design strategies that engage visitors and persuade them to buy. Here are some best practices to help you create a Brand Store that really stands out:
A good user experience is key to a successful Brand Store. Consider the following:
Your Brand Store is more than just a product showcase – it is an opportunity to tell your brand’s story:
How you present your products can have a big impact on sales:
By following these best practices, you can create an Amazon Brand Store that not only looks professional but also effectively communicates your brand’s value and persuades customers to make a purchase. Remember, a well-designed Brand Store is an ongoing process – regularly analyse your Store’s performance and make adjustments based on data and customer feedback.
To get the most out of your Amazon Brand Store, it can be valuable to work with Amazon experts who have specific experience in optimising Brand Stores and can help you implement these best practices in the most effective way.
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