What is an Amazon Brand Store?
An Amazon Brand Store is a free, multi-page storefront within Amazon.com, exclusively available to Brand Registry members. It gives brands a dedicated space on Amazon that looks and feels like a branded website — with no competitor ads, custom navigation, and the ability to tell your brand story beyond the constraints of individual product listings.
What is an Amazon Brand Store?
A Brand Store is a customizable, multi-page website within Amazon.com. It is accessible via a unique Amazon URL (amazon.com/stores/yourbrand) and from the brand name link on any of your product listings. It is free to build and maintain for Brand Registry members and does not charge transaction fees on sales generated through it.
Why Brand Stores Matter
The Brand Store is one of the few places on Amazon without competitor ads. On a standard product page, Amazon shows competitor products in the "Customers also viewed" and "Sponsored Products" sections. In your Brand Store, visitors only see your products. For brands running Sponsored Brands ads, linking to the Brand Store rather than a product page increases conversion from ad traffic.
Brand Store Structure and Navigation
- Homepage: brand story, hero imagery, featured products, seasonal promotions
- Category pages: organized by product line, use case, or collection
- Product pages within the store that link directly to ASINs
- Custom navigation menus that guide shoppers through your range
- Video and rich media support for immersive brand storytelling
Brand Store Best Practices
- Organize by use case or buyer persona, not just product category — this mirrors how buyers shop
- Feature your top-selling and highest-margin products prominently
- Update the store seasonally with relevant promotions and new product launches
- Use a video module on the homepage — video dramatically increases dwell time in the store
- Link all Sponsored Brands ads to relevant store pages, not individual product pages
- Include a 'New Arrivals' page to encourage repeat browsing from existing customers
Brand Store Analytics
Amazon provides Brand Store analytics including visits, page views, sales attributed to store visits, and traffic sources. This data helps you understand which store pages drive the most revenue and where to focus content investment. Traffic source breakdown (organic, direct, advertising) helps you optimize your Sponsored Brands strategy.
Building a Brand Store: The Process
Brand Stores are built in the Brand Store builder within Seller Central under the Advertising menu. You choose from template layouts or build custom pages, drag and drop content tiles, add product ASINs, upload imagery, and publish. Amazon reviews the store for content policy compliance before it goes live — typically within 24–72 hours.
Frequently Asked Questions
A Brand Store is a customizable, multi-page website within Amazon.com. It is accessible via a unique Amazon URL (amazon.com/stores/yourbrand) and from the brand name link on any of your product listings. It is free to build and maintain for Brand Registry members and does not charge transaction fees on sales generated through it.
Amazon Brand Stores are exclusively available to Brand Registry members. You must have an active registered trademark and be enrolled in Amazon Brand Registry to access the Brand Store builder in Seller Central.
The Brand Store is one of the few places on Amazon without competitor ads. On a standard product page, Amazon shows competitor products in "Customers also viewed" and "Sponsored Products" sections. In your Brand Store, visitors only see your products. For brands running Sponsored Brands ads, linking to the Brand Store rather than a product page increases conversion from ad traffic.
Yes. Sponsored Brands ads can link directly to your Brand Store or to specific pages within it. Linking to the Brand Store rather than a single product page is a best practice because it keeps the customer within your brand environment, reduces competitor exposure, and often improves overall campaign conversion rate.
Amazon provides Brand Store analytics including visits, page views, sales attributed to store visits, and traffic sources. Traffic source breakdown covers organic, direct, and advertising traffic. This data helps you understand which store pages drive the most revenue and how to optimize your Sponsored Brands strategy.
After you publish your Brand Store, Amazon reviews it for content policy compliance before it goes live. This typically takes 24 to 72 hours.
About Perfality
Perfality is an end-to-end ecommerce and marketplace management agency trusted by 75+ global CPG and DTC brands including Spectrum Brands, Kenneth Cole, Black+Decker, Stella & Chewy's, and Galderma. With 8 years of hands-on experience and a 100+ specialist team based in Jaipur, India, Perfality helps brands grow on Amazon, Walmart, Chewy, Petco, and other major marketplaces through listing optimization, A+ content, PPC management, account operations, chargeback recovery, and data intelligence. Learn more at www.perfality.com.
Perfality's content team builds and manages Brand Stores for 75+ global CPG brands. Let's review your store structure and Sponsored Brands strategy.
