Amazon Brand Store: how to build one that sells
An Amazon Brand Store is a free, multipage storefront for one brand inside the Amazon store. This guide covers what you need to open one, how to structure it, the specs and moderation rules that trip stores up, and how to measure whether it earns its place.
Key takeaways
- A Brand Store is free to build and keep, and you do not need to advertise to have one. You do need a brand in Brand Registry.
- Shoppers reach it from the brand byline on your detail pages, from search results, from Sponsored Brands ads and from its own URL.
- Every page has a header and can hold up to 20 sections; the hero image needs at least 3,000 by 600 pixels and loses up to 15% on each side on some screens.
- Moderation takes up to 24 hours and rejects unsubstantiated claims, prices baked into images, and contact details.
- Store Insights reports visitors, sales, dwell time and bounce rate, plus a quality rating with recommendations.
What an Amazon Brand Store is
An Amazon Brand Store is a dedicated space within the Amazon store where one brand shows its products, its story and its content across several pages. Amazon Ads describes it as a digital storefront with a multipage, immersive shopping experience, where a brand can show its full range, highlight collections and seasonal offers, and explain what makes it different.
Shoppers find a Brand Store in four ways. They click the brand byline, the brand name in blue near the product title on a detail page. They meet it in Amazon search results. They arrive from Amazon Ads, most often Sponsored Brands. Or they follow the Store's own URL, such as amazon.com/brand-name, from social media, email or a website.
The phrase "Amazon storefront" causes confusion, because it can also mean an Amazon Influencer storefront: a page where a member of the Influencer Program recommends products from many brands and earns commission. A Brand Store features only the brand's own products, which is why Amazon's blog says it helps with upselling and cross-selling.
Amazon reports that shoppers who visit a Brand Store purchase 53.9% more frequently and have a 71.3% higher average order value than those who do not. Those are Amazon's own figures from its internal data; they show correlation, since keen shoppers are the ones who visit stores, not proof a store causes the lift.
Amazon Brand Store requirements
Amazon's seller blog lists three steps before a seller can build a Brand Store: a Professional selling account, enrollment in Amazon Brand Registry, and registration for Amazon Ads. The Store itself costs nothing. Amazon Ads says creating and maintaining one is free, and advertising is not required to have one.
Brand Registry is the real gate. Amazon's Stores page and seller blog say a pending or registered trademark is enough; its getting started guide for Stores describes an active registered trademark on the product or packaging. Check the current Brand Registry rules for your trademark office before you plan a launch around the Store. Our Amazon brand protection service covers enrollment.
| Requirement | What Amazon says | Cost |
|---|---|---|
| Professional selling plan | First of the three steps in Amazon's seller blog | $39.99 a month plus selling fees |
| Amazon Brand Registry | Enroll the brand; a trademark and a logo with the brand name on products or packaging | Free program |
| Amazon Ads registration | Stores are built in the advertising console | Free to register |
| The Brand Store | Built with the self service Store builder, no coding | Free to create and maintain |
Amazon says Brand Stores are available to sellers enrolled in Brand Registry, to vendors and to agencies. If you are still choosing a trademark, Amazon's IP Accelerator program connects brands with a network of vetted legal service providers for trademark support.
How to create an Amazon Brand Store, step by step
- Sign in to the Amazon Ads console, open Brand Content, then Stores, and click Create Brand Store.
- Enter the brand name as it should display and upload a logo of at least 400 by 400 pixels, with the option to show it in the header.
- Write the page meta description, the short text Amazon uses to help the Store appear in search engine results.
- Choose a template: marquee for a wide range, product highlight for a hero product, product collection for a themed set, or a blank page.
- Add subpages by category, use, need or theme, and a page for the flagship product if there is one.
- Fill each page with sections and tiles: images, video, text, shoppable images and product grids.
- Switch between the desktop and mobile views in the Store builder and fix what looks wrong on either.
- Preview, check for typos and claims, read the content acceptance policy, and submit for publishing.
Amazon's best practices guide says the Store builder creates a version for the other device automatically, so a Store designed on desktop gets a mobile layout too. It is still worth designing mobile deliberately, since image tiles can take a custom mobile image and some text fields only show on desktop.
How to structure the pages of a Brand Store
Amazon's getting started guide for Stores puts structure first: design navigation with purpose, so customers find what they want and build a connection with the brand. The homepage matters most, because Amazon calls it the landing page for the Store's organic placements across Amazon.
Its main warning is about dead ends. Every clickable tile should link to a Store page or to a product detail page. A tile that looks clickable and goes nowhere, or a missing link, breaks the shopping journey, and Amazon flags unlinked images as a warning when you submit.
| Page | What goes on it | Amazon's reason |
|---|---|---|
| Homepage | Lifestyle imagery or video, a short brand line, tiles to category pages, featured products | The landing page for organic Store placements |
| Category pages | One product category each, with a unique header image | Helps customers discover the whole catalog |
| Brand identity pages | About us, How to, Learn more | Adds brand value when customers compare |
| Recommendation pages | Shop by room, shop by holiday, shop by use | Guides visitors who do not know what they need |
| Merchandising pages | New arrivals, best sellers, seasonal, deals | Puts the right products in the spotlight |
Deals pages now build themselves: Amazon says a Deals page appears automatically next to the homepage when the brand has live deals. A manual Deals page needs the Featured deals widget with the ASINs that are running or scheduled to run deals, or it can be rejected.
Amazon also advises keeping content relevant as the page scrolls, since engagement falls the further a customer goes down a page. Put the categories and best sellers high, and the brand history lower. A Store is one part of a brand's catalog work, alongside Amazon listing optimization for each product it links to.
Brand Store tiles, sections and image specs
Store pages are built from sections, and sections hold tiles. Amazon's Stores creative guidelines set the limits. Every page has a header built in and needs at least one more content tile. Each page can have up to 20 sections, with caps on the heavier tile types.
- Sections
- 20Maximum per page, header included in every page
- Background video
- 4Tiles per page, auto playing on silent
- Product grid
- 1Per page; also one gallery and one featured deals tile
- Shoppable image
- 6Products it can tag, each linking to its page
| Element | Minimum size | Max file | Note from Amazon's specs |
|---|---|---|---|
| Hero image | 3,000 x 600 px | 5 MB | Up to 30% can be cropped, 15% from each side; keep key parts in the center |
| Brand logo | 400 x 400 px | 5 MB | Acts as the home button on every page |
| Full width image | 1,500 px wide; 3,000 recommended | 5 MB | A link title covers about 19% of a rectangle image |
| Large image | 1,500 x 1,500 px | 5 MB | A link title covers about 12% of a square image |
| Full width video | 1,280 x 640 px video | MP4, H.264 | Cover image of 3,000 x 1,500 px required |
One spec shapes design choices more than any other: Amazon discourages text embedded in images, because search engines and screen readers cannot read it. Use the image with text tile instead, which overlays live text on an image with a heading, body and link. It keeps copy crisp on phones too.
Showing products: grids, tiles and Add to cart
A Brand Store sells through its product tiles. Amazon offers two ways to show products, and choosing well decides whether a shopper can buy from the Store page or has to click through first.
| Option | What it shows | Best for |
|---|---|---|
| Product grid | Many ASINs at once; bulk upload, hides out of stock items automatically | Category pages with a full range |
| Product tile | Detail page image, title, star rating, review count, bullets, price, Add to cart | Pages with only a few featured products |
| Shoppable image | Up to 6 products tagged on one lifestyle photo | Showing products in use, together |
| Best sellers and recommended tiles | Products Amazon selects dynamically | Keeping pages current without edits |
Add child ASINs, not parents. Amazon's guide says Add to cart appears when child ASINs are added, while See all buying options appears for parent ASINs, for ASINs with active coupons, or when the product is out of stock and another seller holds the offer. The second means an extra click before anyone buys.
Order matters too. Amazon suggests keeping child variations of one product together, and ordering products either by average selling price or by sales. For bundles of your products shown as one offer, see our guide to Amazon virtual bundles.
Brand Store moderation: what gets a Store rejected
Every Store and every update passes moderation before it goes live, and Amazon says that can take up to 24 hours. Before moderation, the builder can stop a submission in two ways. A soft rejection is a warning you can ignore and submit anyway, such as an image with no link. A hard rejection blocks you, such as a blank page.
What passes moderation
- Claims backed by date and evidence inside the Store
- Product claims placed next to the products they cover
- Prices shown through product tiles and grids, never in images
- Social media handles, if they do not invite shoppers to leave
- Deals pages built with the Featured deals widget
What gets a Store rejected
- Unsupported claims such as "best selling in the U.S."
- Images that copy Amazon pricing or pack size details
- Website URLs, physical addresses or phone numbers
- Messages like "Buy from our social media"
- Blank pages and Deals pages with no deal widget
Claims are the most common trap. Amazon's guide says a claim about the brand, such as best selling, must be substantiated in the Store with the date and evidence. A claim about products must make clear which products it covers, and those products should sit next to it. Trademarked claims, or claims printed on the packaging, need no extra proof.
How to drive traffic to a Brand Store
A Store nobody visits sells nothing. Amazon's best practices guide lists the sources of Store traffic, and each one needs a different kind of work. One source it still lists, Posts, no longer exists: Amazon discontinued Posts in July 2025, as our Amazon Posts guide explains.
Sponsored Brands
Ads can send shoppers to a Store page instead of a product. Amazon reports linked stores held shoppers about twice as long.
The brand byline
The blue brand name near every product title links to the Store: free, organic traffic from every detail page view.
External links with source tags
Store Insights can create a tagged link for social posts, email or your website, and report visits by source.
Search engines
Amazon says Store page URLs are in its sitemap for Google, with canonical URLs built from the Store and page names.
Amazon search results
Amazon says shoppers also discover Brand Stores through Amazon search results.
Deals and events
Refresh the Store for shopping events, with giftable and discounted products up front.
Sponsored Brands is usually the biggest lever, because it puts the Store in front of shoppers searching the category. Amazon says advertisers who linked Sponsored Brands to a Store saw product detail page views rise 55% and sales 15% on average. Running those campaigns is part of our Amazon PPC management service.
Measuring a Brand Store with Store Insights
| Store Insights metric | What Amazon says it measures | What to do with it |
|---|---|---|
| Visitors and visits | Total visitors, and visits from each traffic source in a day | Compare sources: byline, ads, external links |
| Views per visitor | Average page views per visitor | Low numbers suggest weak navigation between pages |
| Sales, orders, units | Estimated, from Store visitors within 14 days of their last visit | Judge pages and campaigns by what they sell |
| Average dwell time | Time on the Store, not counting bounced visits | Rising time after a redesign is a good sign |
| Average bounce rate | Visitors who left without interacting | High bounce on a page points to its header or first section |
| Brand Store quality rating | Low, medium or high, with recommendations | Work through the recommendations it lists |
Amazon's advice on how often to update is to let the metrics decide: a page with many views and few sales needs new products, a different tile, or video. It also reports that Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor, so a Store left untouched for a year is leaving something behind.
If you would rather have the Store designed for you, our Amazon storefront design service builds and maintains Brand Stores, and our guide to Amazon storefront examples shows what strong ones have in common.
Brand Store mistakes to avoid
Dead end tiles
Images that look clickable but link nowhere break the journey and trigger a warning at submission.
Text baked into images
Search engines and screen readers cannot read it, and it blurs on small screens. Use image with text tiles.
Parent ASINs in grids
They show See all buying options instead of Add to cart, adding a click before the sale.
Hero art at the edges
Up to 15% of each side of the hero image can be cropped. Keep logos and words in the center.
Unsupported claims
"Best selling" or "number one" without a date and evidence is a common rejection.
Launching on the day of a campaign
Moderation can take up to 24 hours. Submit early, or schedule the go live date.
Amazon Brand Store FAQ
What is an Amazon Brand Store?
An Amazon Brand Store is a free, multipage storefront inside the Amazon store where one brand shows its products, story and content. Shoppers reach it from the brand byline on detail pages, from search results, from Amazon Ads and from its own URL.
How much does an Amazon Brand Store cost?
Nothing. Amazon Ads says creating and maintaining a Brand Store is free, and you do not need to advertise to have one. Selling on Amazon as a brand still needs a Professional selling plan, which Amazon lists at $39.99 a month plus selling fees.
What do I need to create an Amazon Brand Store?
A Professional selling account, a brand enrolled in Amazon Brand Registry, and registration for Amazon Ads, where the Store builder lives. Brand Registry requires a trademark; Amazon's pages describe it as pending or registered, and some as active registered.
What is the difference between a Brand Store and an Amazon storefront?
Amazon storefront can mean a Brand Store, built by a brand for its own products, or an Amazon Influencer storefront, where an individual recommends products from many brands and earns commission. Only a brand can build a Brand Store.
How long does Brand Store approval take?
Amazon says moderation can take up to 24 hours. You can submit for publishing or set the Store to go live at a future date, which helps when a launch or campaign is scheduled.
How many pages can a Brand Store have?
Amazon's guide suggests starting with a homepage and subpages by category, use or theme. Each page can hold up to 20 sections, with limits such as one product grid and four background video tiles per page.
What size should a Brand Store hero image be?
At least 3,000 by 600 pixels and no more than 5 MB. Up to 30% of the image can be cropped on some devices, 15% from each side, so keep logos and words inside the central safe zone.
Why was my Brand Store rejected?
Common reasons Amazon lists are unsubstantiated claims, images that copy pricing or pack size from detail pages, and contact details such as URLs, addresses or phone numbers. Blank pages and Deals pages without the Featured deals widget are also rejected.
Can I link my website or social media in a Brand Store?
Website URLs, addresses and phone numbers are not allowed. Amazon's guide says social media handles are acceptable as long as the message does not encourage shoppers to leave the Store.
How do I get traffic to my Amazon Brand Store?
Sponsored Brands ads that land on the Store, the brand byline on every detail page, tagged external links from social media and email, and search engines, since Amazon includes Store pages in its sitemap.
How do I measure Brand Store performance?
Use Store Insights in the Amazon Ads console. It reports visitors, visits by source, views per visitor, estimated sales and orders within 14 days, dwell time, bounce rate and a Brand Store quality rating with recommendations.
Sources
- Brand Stores, Amazon AdsLast verified September 24, 2026.
- Getting started with Brand Stores, Amazon AdsLast verified September 24, 2026.
- A comprehensive guide to successful Brand Stores, Amazon AdsLast verified September 24, 2026.
- Stores creative guidelines, Amazon AdsLast verified September 24, 2026.
- Creating an Amazon storefront (Brand Store), Sell on Amazon blogLast verified September 24, 2026.
- Posts were discontinued in July 2025, Amazon AdsLast verified September 24, 2026.
Get a free review of your Brand Store
Send your Store link, or your brand if you have no Store yet. You get a written review of structure, tiles, product placement and moderation risks, with the fixes in priority order.
See the Amazon storefront design service