Amazon Brand Store: How to Create an Amazon Storefront That Converts

An Amazon Brand Store is a free, multipage storefront on Amazon for brands with a pending or registered trademark. To create one, enroll in Amazon Brand Registry, open Brand Store in the Amazon Ads console, build pages from templates in the Store builder, and submit it for review. To make it convert, lead with best sellers, design for mobile, then send Sponsored Brands and outside traffic to it.

What is an Amazon Storefront (Brand Store)?

An Amazon Storefront, which Amazon calls a Brand Store or simply a Store, is a free, customizable, multipage shopping destination on Amazon. Sellers need Amazon Brand Registry, and vendors and agencies can build Stores too. It lives at its own Amazon URL, and you build it with Amazon's drag and drop Store builder, with no code. Shoppers reach it from the brand byline on your product pages, from Sponsored Brands and display ads, or from links you share.

A Store can include a homepage, category pages, collections, lifestyle images, video, shoppable images and brand story content. Think of it as your brand website inside Amazon, with Amazon's traffic and checkout behind it. If Amazon were a mall, most sellers would be kiosks. A brand with a strong Store is the flagship shop with clear aisles and a reason to walk in.

Storefront vs product detail page: what is the difference?

	Product detail page	Brand Store
What it sells	One product and its variations	Your whole brand and catalog
Competitor ads	Yes, sponsored placements from other brands	No
Layout control	Limited to Amazon's template, images and A+ Content	You choose pages, order and modules
Best traffic	Shoppers who know exactly what they want	Broad category searches, social, email, influencers, packaging
Main job	Convert one purchase	Cross sell, raise order value, build repeat buyers

Drew Morgans, our founder, puts it this way: your product pages sell individual products, your Storefront sells your brand. If you want customers who come back and buy more than one thing, the Store is where that starts.

Is a Brand Store the same as an Amazon influencer storefront?

No. Many people who search "Amazon storefront" mean the pages creators use in the Amazon Influencer Program to recommend products and earn commissions. A Brand Store belongs to the brand that owns the trademark and shows only that brand's products. This guide is about Brand Stores.

Why does an Amazon Brand Store matter for brands?

• No competitor ads. On a product page, Amazon shows sponsored products from other brands. In your Store, shoppers see only you.
• Higher quality shoppers. Amazon's own data says new-to-brand shoppers who visited a Brand Store were 62.7% more likely to purchase than those who did not, and spent 72.3% more on their order on average. Amazon also reports that shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently than those who do not. These are Amazon's averages, not a forecast for your brand.
• A better ad destination. Sponsored Brands campaigns can land on a Store page, which lets you show a full line to someone searching a broad term rather than forcing a single product on them.
• A clean link for external marketing. One branded URL for social bios, email, influencer campaigns and packaging, instead of a long ASIN link.
• Brand preference in crowded categories. If you sell something that looks like a commodity, the Store is one of the few places on Amazon to show why you are different beyond price and reviews.
• A launch pad for new products. Feature a new product on the homepage and existing customers who already trust you see it first.

Store traffic on its own is not a direct ranking factor, but the extra sales and higher conversion it produces do feed Amazon's flywheel: more sales, better rank, more visibility.

How do you structure an Amazon Storefront?

Most brands need three to six pages. More pages mean more navigation and more ways to lose a shopper. A single product brand may not need a Store at all yet; focus on the listing and A+ Content first.

Page	Purpose	What to put on it
Homepage	First impression and routing	Hero image with a clear value proposition, best sellers or hero product, tiles to each category, one short brand line.
Category or use case pages	Help shoppers find the right product	3 to 6 curated products per page, a short line on what makes the category different, comparison grids for variants.
Best sellers	Reassure new shoppers	Top products with ratings visible.
Seasonal or campaign page	Prime Day, holiday, launches, bundles	Deals, gift sets, new arrivals. Rotate it so returning visitors see something new.
About or brand story	Build trust with people already interested	Who you are, why you exist, what you stand for. Short and in the navigation, not the homepage.

Organize categories the way customers shop, not the way your warehouse is organized. A supplement brand might use Energy, Sleep, Immunity and Bundles. A pet brand might use Dogs, Cats and Best Sellers. Link products straight to their listings; custom product pages inside the Store add a click, and every extra click is friction.

What makes a great Amazon Storefront design?

Pass the three second test on the homepage

Within about three seconds a shopper should know what you sell, why they should care, and what to click next. The common failures are a hero image with no context, a long brand story nobody reads, and so many buttons that nothing stands out.

Design for mobile first

Store Builder shows desktop by default, but most visits come from phones. Amazon's own guidance, plus what we check on every build:

1. Use the mobile preview constantly while you build.
2. Upload separate mobile images for headers and image tiles so text stays readable.
3. Test the live Store on a real phone and a tablet.
4. Check that content flows in the right order, top to bottom and left to right.
5. Keep the header clean, with few products and short button text.
6. Use image tiles as navigation so shoppers can jump to top categories with a thumb.

If shoppers have to pinch and zoom to read your banner, you have already lost them.

Use the right mix of tiles

• Hero image: full width lifestyle banner with a short headline.
• Product grid: shoppable products with price and rating.
• Image with text: benefits, not features.
• Video: product demos and brand films. Video holds attention on a scroll.
• Shoppable image: tag products inside a lifestyle photo.
• Best sellers or recommended: auto populated tiles that stay current.
• Gallery: several lifestyle images in one scrollable module.

Pure product grids feel like a catalog. Pure imagery feels like a lookbook with no way to buy. The best Stores tell a short story that flows straight into shopping.

Keep it consistent, clear and uncluttered

• One color palette, one type style, one image style across every page.
• A clear focal point on each page, using size and contrast to guide the eye.
• White space. If a page feels crowded, remove something.
• High resolution, varied images. Do not repeat the same product shot in six modules.
• A clear call to action on most modules: Shop Best Sellers, View Collection, See Reviews.
• Short, scannable copy. Your Store is not a blog.

Good Store creative starts with the message, not the design tool. We write the value proposition, headlines and calls to action first, then build. Our content creation team produces the photography, video and graphics, and here are two Stores we built:

A clean layout that guides the shopping journey.

Mobile optimized sections that keep shoppers engaged.

How do you create an Amazon Brand Store step by step?

Amazon's own steps are: register for sponsored ads (sellers must enroll the brand in Amazon Brand Registry), sign in to the advertising console and click "Brand Store," build with the self-service Store builder using templates and drag and drop tiles, then submit the Store for review. Here is how we run that process for brands:

1. Enroll in Brand Registry. You need a registered or pending trademark. Stores are available to brand owners in Seller Central, to vendors in Vendor Central, and to agencies working for them.
2. Audit the catalog. List every SKU, the best sellers, the hero product, seasonal items and anything being phased out. Five products may need two or three pages; fifty products need category pages.
3. Map the customer journey. Where do visitors come from (ads, social, email, packaging), what do they intend (browse, buy a specific item, compare), and what do they need to see to buy (proof, comparisons, story)?
4. Write before you design. Value proposition, page headlines, short benefit copy and calls to action.
5. Build in Store Builder, mobile first. Hero module, curated product grids, image and text modules, simple navigation of three to five tabs.
6. Hide what cannot sell. Uncheck the option to show products when unavailable so out of stock items do not clutter the homepage.
7. Submit for review. Amazon reviews Stores before they publish, so submit well ahead of any sales event.
8. Launch, measure, iterate. Use Store Insights to cut or rework pages that do not earn their place.

With assets ready, a basic Store can be built quickly. A multipage Store with custom creative takes longer, mostly for photography and video.

Sources, checked September 25, 2026: Amazon Ads, Brand Stores and A comprehensive guide to successful Brand Stores.

How do you drive traffic to your Amazon Storefront?

A beautiful Store nobody visits does nothing. Share the Store, not a single product page.

• Sponsored Brands ads. Choose your Store or a Store subpage as the landing page. This works best on broad category keywords, where a shopper searching "protein powder" wants to see options. See our Amazon PPC approach.
• Social bios and creator links. Replace single product links in Instagram, TikTok and YouTube bios with your Store URL, and use it in influencer campaigns.
• Email and post purchase messages. Newsletters, flows and your own website.
• Packaging and inserts. A QR code to the Store drives reorders for consumables, introduces gift recipients to your brand, and turns retail shelf buyers into online customers.
• A+ Content. A "view the full collection" module can move single product shoppers into your wider catalog.
• Campaign subpages. Give each launch or promotion its own Store page and point all campaign traffic there.

Tag every external link with Amazon Attribution or Store source tags so you know which channels actually drive sales.

How do you measure Amazon Storefront performance?

Store Insights, in the Stores section of your Amazon account, reports:

• Visitors and page views: overall reach and how deep people browse.
• Traffic sources: organic, Sponsored Brands, external and tagged links.
• Sales and units: attributed to Store visits within Amazon's attribution window.
• Page level performance: which pages earn traffic and which earn sales.

Read it simply. Low traffic means you need to promote the Store. High traffic with low sales means a conversion problem: unclear messaging, the wrong products featured, weak design or listings that need work. A page with no traffic should be cut or repositioned. A product with lots of clicks and few sales needs listing optimization. Our guide to Brand Store analytics goes deeper.

Test changes one at a time: run one layout long enough to see a pattern, measure, switch, measure again, and compare like-for-like periods so seasonality does not fool you.

What are the most common Amazon Storefront mistakes?

• Brand story as the homepage. Shoppers care about the product first. Lead with best sellers.
• Too many pages. Ten pages of navigation lose people. Three to six is usually right.
• No clear next click. Every page needs an obvious path to purchase.
• Ignoring mobile. Unreadable banner text on a phone loses most of your visitors.
• Out of stock items on the homepage. Hide unavailable products.
• Generic banners and inconsistent images. Different backgrounds and lighting make a brand look careless.
• Only product grids. A missed chance to tell shoppers why you are different.
• Set and forget. Refresh for seasons, launches and events. Review at least quarterly; strong brands update monthly.
• No promotion plan. Building the Store is half the work. Driving traffic is the other half.

How should manufacturers and retail first brands use an Amazon Storefront?

For a manufacturer, CPG company or brand that grew up in retail, the Store does a job your wholesale listings cannot: it shows the whole brand the way you would present it on a shelf or in a catalog.

• Control the presentation. Other sellers may list your products, but only the brand owner builds the Store. Pair it with Amazon brand protection so the listings it links to are accurate.
• Connect retail and online. A QR code on retail packaging that goes to the Store turns an in store buyer into an Amazon reorder.
• Vendor Central (1P) brands, where Amazon buys wholesale, can build Stores too. It is one of the few creative levers a 1P brand fully controls.
• One brand across channels. Keep the Store consistent with your Shopify site, Walmart Marketplace presence and TikTok Shop, so shoppers recognize you wherever they find you. Our brand management team runs these together.

Frequently Asked Questions

Is an Amazon Storefront free?

Yes. Amazon says creating and maintaining a Brand Store is free, and you do not need to advertise to have one. The real cost is the creative: photography, video and design that make the Store worth visiting.

Do I need Brand Registry to create an Amazon Storefront?

If you are a seller, yes. Amazon says only brands with a pending or registered trademark can create a Brand Store, and sellers must enroll the brand in Amazon Brand Registry. Vendors in Vendor Central and agencies working for brands can also build Stores.

Do I need a Brand Store if I only sell one product?

Usually not yet. A Store earns its keep when there are several products to cross sell. With one product, put the effort into the listing, images and A+ Content, and build the Store as the catalog grows.

Does an Amazon Storefront help with ranking?

Store visits are not a direct ranking factor, but a Store that converts well adds sales, and sales velocity helps rank. Stores can also appear in Google results for branded searches, which adds some traffic from outside Amazon.

How often should I update my Amazon Storefront?

Review it at least quarterly and update it before every major event such as Prime Day and the holiday season. Brands that get the most from their Store refresh featured products and imagery often, based on Store Insights.

Can I send ads to my Amazon Storefront?

Yes. Sponsored Brands campaigns can use your Store or a specific Store page as the landing page. This works best for broad category keywords, where shoppers want to compare options within your line.