Amazon storefront examples: what strong Brand Stores share
Amazon storefront examples are useful when they show why a store works, not only how it looks. This guide covers the Brand Stores Amazon itself features, the patterns behind them, and example layouts for four kinds of brand, built from Amazon's own templates and specs.
Key takeaways
- Amazon features Nespresso, Martha Stewart, Freshly Picked and The Face Shop as Brand Store examples, with a few published results.
- What the examples share: the whole range in one place, clear category navigation, a brand story, and regular updates.
- Amazon's guidance: at least three category pages, short navigation titles, an uncluttered hero, and legible text on mobile.
- Product collections hold up to 60 products each, five per page, and hide out of stock items automatically.
- Amazon reports that Stores updated within the past 90 days had 11% more repeat visitors.
What counts as an Amazon storefront example
"Amazon storefront" means two different things, and examples for one are no use for the other. A Brand Store is a free, multipage store a brand builds for its own products. An Amazon Influencer storefront is a page where a member of Amazon's Influencer Program recommends products from many brands and earns commission. This guide is about Brand Stores.
A note on how this page was built. Brand Stores change often, and a screenshot from last season says little about the store today. We do not describe or rank stores we have not audited. The real examples here are the ones Amazon features, described only by what Amazon publishes about them.
Around them, the page sets out the patterns Amazon's own guidance points to, and example layouts for four kinds of brand. Those layouts are illustrative, built from Amazon's templates and specs, and marked as such. For the rules and setup steps, see our Amazon Brand Store guide.
- Store views
- +21%Nespresso, 2023 against the year before, per Amazon Ads
- Dwell time
- +24%The Face Shop, after a redesign with Amazon Ads
- Bounce rate
- 15% to 9%The Face Shop, before and after, over three months
- Repeat visitors
- +11%Stores updated within 90 days, Amazon average
Amazon storefront examples that Amazon features
| Brand | What Amazon publishes about its Store | Where |
|---|---|---|
| Nespresso | Store views rose 21% in 2023 against the previous year. Its category analyst says the biggest value is that shoppers can see the full product line and learn about the brand in one place. | Amazon Ads Stores page; Sell on Amazon blog |
| The Face Shop | Revamped its Store with Amazon Ads; average dwell time rose 24% and bounce rate fell from 15% to 9%, over three months. | Amazon Ads Stores page |
| Martha Stewart | A senior digital marketing manager at its parent company, Marquee Brands, says Brand Stores bring the full Martha Stewart experience into one place. | Sell on Amazon blog |
| Freshly Picked | Its chief brand officer says the Store's tools can mimic what the brand does on its own website. | Sell on Amazon blog |
| mDesign, SkinnyPop, Calvin Klein, Soundcore, InstantPop | Shown by Amazon Ads as brands using Brand Stores, without published results. | Amazon Ads getting started guide |
The published results are Amazon's, from its own case material, and they describe single brands over single periods. They show what is possible when a store is maintained with care, not what any store will do. The pattern in the quotes is more telling than the numbers: every one of them is about gathering the whole brand in one place.
That is the job a Brand Store does that a product detail page cannot. A detail page sells one product; a store sells the range, the story and the reasons to buy a second item. The strongest Amazon storefront examples are built around that difference.
What the best Amazon storefronts have in common
Amazon's Store guides describe the same handful of habits again and again. They line up with what its featured brands say they value, and they are the fairest way to judge any storefront example you come across: not whether it looks impressive, but whether it does these things.
The whole range in one place
Category pages that cover the catalog, so a shopper who arrives for one product can find the rest.
Navigation with purpose
Amazon recommends at least three category pages, with short titles; long ones can hide categories.
A clean first screen
Hero, logo, navigation and one tile section with the brand's selling point; no clutter competing for attention.
No dead ends
Every clickable tile goes to a Store page or a product page; Amazon warns about images with no link.
Products you can buy on the page
Child ASINs in grids and tiles show Add to cart; parents show See all buying options.
A reason to come back
Seasonal pages and regular refreshes; Amazon links updates within 90 days to more repeat visitors.
None of these depends on budget. A small brand with three categories can build every one of them in the free Store builder. What separates strong stores is maintenance: Amazon's own figures tie recent updates to 13% higher attributed sales per visitor as well as more repeat visits.
Anatomy of a strong first screen
Amazon's guide to the top of a Brand Store names four parts: the hero, the logo, the navigation bar, and the tile section right under it. It calls the tile section the place for the brand's unique selling proposition, and says above the fold is where shoppers spend most of their time.
For a product led first screen, Amazon suggests the hero shows the product and the first tile explains its use with a call to action, ideally as a shoppable image, which shows the product in a real setting and cuts the clicks to buy. For a brand led first screen, lifestyle images, colors and video carry the identity.
Two details trip up many stores. Up to 15% of each side of the hero can be cropped on some screens, so words and logos belong in the center. And on mobile, the navigation bar becomes a vertical drop down, so short page names matter more than they seem on a desktop preview.
Images and videos in strong storefront examples
The storefront examples people remember are usually the ones with great images and video. Amazon's Store guides explain why: lifestyle imagery shows customers how products are meant to be used and enjoyed, and video lets them learn about a brand and its products faster. Both belong on the homepage, on category pages and in header images.
Amazon's Store builder offers several ways to use them. Video tiles play when a customer presses play, full screen on mobile. Background video tiles play on silent while visible, up to four per page. Shoppable images tag up to six products in one lifestyle photo, each with its name, price, rating and a way to buy.
| Tile | What it does | Spec from Amazon's creative guidelines |
|---|---|---|
| Shoppable image | Tags up to 6 products in one lifestyle photo, each linking to its page | Large tile at least 1,500 x 1,500 px, 5 MB |
| Video | Plays on press; inline on desktop, full screen on mobile | MP4, H.264; full width video at least 1,280 x 640 px |
| Background video | Plays on silent and loops while on screen | Up to 4 per page |
| Image with text | Live text over or beside an image, readable by search engines | Full width text over image at least 3,000 x 1,500 px |
| Hero image | The billboard at the top of every page | At least 3,000 x 600 px; keep key content in the center |
The rule that ties them together is clarity. Amazon discourages text embedded in images, since search engines and screen readers cannot read it and it blurs on phones; its above the fold guide warns that text hard to read on desktop will almost certainly be illegible on mobile. The best storefronts keep images simple and put the words in live text.
Example Brand Store layouts for four kinds of brand
Real storefront examples are hard to copy, because they fit one brand's catalog. Layouts by brand type travel better. The four below are illustrative plans, not screenshots of any real store. Each starts from one of the templates Amazon offers in the Store builder: marquee, product highlight, product collection or blank.
| Kind of brand | Starting template | Homepage | Pages |
|---|---|---|---|
| One hero product | Product highlight | The product in use as the hero; a shoppable image; a short why it is different | The product, how to use it, accessories, about us |
| Wide catalog | Marquee | Category tiles first; best sellers widget; a brand line in the tile section | One page per category, new arrivals, deals |
| Seasonal or gifting | Product collection | The current season's collection up top; gift ideas by recipient | Collections by occasion, gift sets, bundles |
| Consumables and refills | Marquee or blank | Best sellers and refills first; how the range fits together | By need, refills and bundles, how to choose |
Whatever the layout, Amazon's seller blog recommends building at least three levels of pages, with the homepage as the first. A wide catalog brand might go homepage, category, subcategory; a hero product brand might go homepage, product, how to use. Amazon also offers a product selector, a quiz that guides shoppers to the right product, which suits catalogs where choosing is the hard part.
Bundles of products shown as one offer deserve their own page in gifting and consumables stores; our guide to Amazon virtual bundles covers how to create them.
Product collections: the building block most examples use
Many strong storefront examples organize products into collections: a lifestyle image, a title, a short description, and the products that belong together. Amazon's guide to product collections sets the limits: up to five collections per page, up to 60 products per collection, and out of stock items hidden automatically.
Amazon recommends fewer products per collection than the maximum, to keep attention focused, and an image that sums up what the collection holds and works on mobile. Collections can be organized by category, shopping interest, new product lines or season, and Amazon's builder can generate the lifestyle image and text with AI.
Collections that work
- One clear theme per collection: a room, a use, a season
- An image that shows the products together in real life
- A short title shoppers would use themselves
- Fewer products than the 60 allowed, chosen with care
- Out of stock hiding switched on
Collections that do not
- The whole catalog dumped into one collection
- An abstract image that hides what is inside
- Text baked into the image instead of the title field
- Parent ASINs that remove the Add to cart button
- A seasonal collection left up after the season
How to study a storefront example you like
- Open the store on your phone first, since the navigation and hero behave differently on mobile.
- Note the pages in the navigation bar and how many levels deep the store goes.
- Read the first tile section: what selling point does the brand lead with?
- Click every tile on the homepage and note any that lead nowhere or somewhere unexpected.
- Check whether product grids show Add to cart or See all buying options.
- Look for seasonal content and whether it is current.
- Write down the one idea worth adapting, not the whole design.
The last step is the important one. A storefront example works because it fits its brand's catalog and customers. Copying its look without its structure usually produces a store that is pretty and hard to shop. Adapt the idea, then build it on your own categories.
If you would rather have a store planned and built for you, our Amazon storefront design service does that, and our Amazon PPC management service sends Sponsored Brands traffic to it.
What weak storefronts get wrong
A homepage with no way in
Branding and video, but no tiles leading to categories or products.
Too many categories in the nav
Long or numerous page names get cut off or buried on mobile.
Text inside images
Amazon discourages it: search engines and screen readers cannot read it, and it blurs on phones.
A hero with the message at the edges
Up to 15% of each side can be cropped on some screens.
Last year's season
Out of date seasonal pages tell shoppers the store is not looked after.
Borrowed looks, no structure
Copying another brand's design without its categories rarely fits your catalog.
Every one of these is fixable in the Store builder, and Amazon's Store Insights shows which pages hold visitors and which lose them. Our Brand Store guide covers the metrics in detail.
Amazon storefront examples: FAQ
What are good Amazon storefront examples?
Amazon itself features Nespresso, Martha Stewart, Freshly Picked and The Face Shop, and shows mDesign, SkinnyPop, Calvin Klein, Soundcore and InstantPop as brands using Brand Stores. Study what they share: the full range in one place, clear navigation and regular updates.
Is an Amazon storefront the same as a Brand Store?
Not always. 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. The examples on this page are Brand Stores.
How many pages should an Amazon storefront have?
Amazon's seller blog recommends at least three levels of pages, with the homepage as the first, and its above the fold guide recommends at least three category pages in the navigation.
What should go at the top of an Amazon storefront?
Amazon names four parts above the fold: the hero, the logo, the navigation bar and a tile section with the brand's unique selling point. Keep it uncluttered and make sure text is legible on mobile.
Can I copy another brand's storefront design?
You can learn from it, but copying rarely works. A store's design fits its own catalog and customers. Adapt one idea at a time, such as a navigation structure or a collection theme, and build it on your own categories.
How do product collections work in a Brand Store?
A product collection pairs a lifestyle image, a title and an optional description with a set of products. Amazon allows up to five collections per page and up to 60 products per collection, and can hide out of stock items automatically.
How often do strong storefronts get updated?
Amazon recommends updating for new products, campaigns and shopping events, and reports that Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor.
Do Brand Stores increase sales?
Amazon reports that shoppers who visit a Brand Store purchase more often and spend more per order than those who do not, from its internal data. That shows correlation; a store helps most when it is well structured and kept current.
Can I see a Brand Store's performance data?
Only for your own store. Store Insights in the Amazon Ads console reports visitors, sales, dwell time, bounce rate and a quality rating. Other brands' numbers are private unless Amazon publishes them in its own case material.
Who can build an Amazon storefront like these?
Sellers with a brand enrolled in Brand Registry, vendors and agencies can build Brand Stores for free in the Amazon Ads console. Sellers also need a Professional selling plan.
Sources
- Creating an Amazon storefront (Brand Store), Sell on Amazon blogLast verified September 24, 2026.
- Brand Stores, Amazon AdsLast verified September 24, 2026.
- Getting started with Brand Stores, Amazon AdsLast verified September 24, 2026.
- Setting up and optimizing your Brand Store above the fold, Amazon AdsLast verified September 24, 2026.
- Simplify browsing on Brand Stores with product collections, 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.
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