How to open your Store on Amazon
Stores allow you to create an immersive multipage experience in a trusted shopping environment on Amazon. Learn how to open and optimize your Store.
Brand Stores
Your Brand Store is your dedicated place on Amazon to differentiate your brand, drive sales, and build loyalty with millions of shoppers.
What are Brand Stores?
Your Brand Store is a storefront where your brand can engage, convert, and build loyalty with millions of Amazon shoppers. On your Brand Store, you can showcase your full suite of products, drive product education, and tell your unique story with engaging content like lifestyle imagery or videos.
How do Brand Stores work?
Creating and maintaining a Brand Store is free, and you do not need to advertise on Amazon to create a Brand Store. Once you create a Brand Store, you can showcase your products, brand story, and lifestyle content to engage shoppers. Shoppers can access your Brand Store from the byline on your product detail pages or from Sponsored Brands or Sponsored Display campaigns. You can send shoppers directly to your Brand Store via the short URL, such as amazon.com/brand-name.
Benefits of Brand Stores
Differentiate and strengthen your brand with Amazon shoppers
Showcase your branding, tell your unique story, and earn trust with shoppers. Only brands with a pending or registered trademark can create a Brand Store on Amazon.
Educate shoppers on your products to drive conversions
New-to-brand shoppers who visited a Store were 62.7% more likely to purchase compared to those who didn't visit a Store. And, when they did purchase, they spent 72.3% more on their order on average than those who didn't visit a Store.1
Increase cross-sell opportunities by promoting awareness of your entire suite of products
Highlight your products in new ways, by adding videos or dedicated pages, to educate shoppers on the value of your products.
Drive traffic to your product suite and build loyalty
Use your Brand Store as a landing page for a Sponsored Brands or Sponsored Display campaign.
Measure advertiser engagement and performance with Store Insights
Metrics like sales, visits, page views, and traffic sources help you better understand how to best serve your shoppers on your Brand Store.
Why should I create a Brand Store?
Millions of shoppers visit Amazon every day. Brand Stores gives you a way to engage shoppers, drive sales, and build loyalty with these audiences. On your Brand Store, you can drive product education and tell your unique story.
Shoppers who visit a Store during their shopping journey purchase 53.9% more frequently, have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who do not visit a Store.2
Build your Brand Store on Amazon
1
Register for sponsored ads. If you are a seller, you will have to enroll your brand in Amazon Brand Registry.
2
Sign in to your advertising console and click on “Brand Store.”
3
Start creating your Brand Store using Amazon’s self-service Store builder.
4
You can use templates to build your pages. Use the drag-and-drop tiles to add, remove, or rearrange content in the template, or build your own design.
5
After you finish designing your Brand Store, submit it for review.
Brand Store resources
Brand Store case studies
FAQs
How much does it cost to use Brand Stores?
Creating and maintaining a Brand Store is free.
What results can I expect from my Brand Store?
Use Brand Store Insights to track sales, visits, page views, traffic sources, and more to help better understand how to best serve shoppers. The dashboard includes metrics such as daily visitors and sales generated from your Brand Store. If you promote your Brand Store in external marketing activities, you can also add a tag to the URL to analyze traffic sources to your Brand Store.
How can shoppers discover my Store?
On Amazon, Brand Stores can be reached through the brand byline (the brand name link displayed under or above product names on a product detail page). You can also send shoppers directly to your Brand Store via the short URL, such as amazon.com/brand-name.
You can also drive traffic to your Brand Store from your own sites and social media, or sponsored advertising wherever they spend time. Shoppers can share Brand Stores with their friends via social media sites such as Facebook, X, and Pinterest. Brand Stores are also discoverable through shopping results on Amazon.
In addition, you can link Sponsored Brands and Sponsored Display campaigns to your Brand Store.
Will my Brand Store display on mobile?
Yes. Brand Stores templates and widgets are all designed for mobile web, app, and desktop. Learn how to optimize your Brand Store for mobile.
How do Stores work with other Amazon Ads products?
You can use your Brand Store as the Amazon landing page for your Sponsored Brands campaigns. Display ad campaigns can also direct traffic to your Brand Store or a subpage within your Brand Store.
How can I optimize my Brand Store?
Below are ways to help optimize your Brand Store:
- Tell your unique brand story.
- Add compelling imagery and videos.
- Showcase your deals and new products
- Include pages to showcase different categories of your products, your company’s mission, and more.
- Update your Brand Store at least once per quarter so shoppers can expect to see something fresh from your brand.
- Visit Store Insights regularly to track performance and metric trends.
Are there partners that could help me set up a Brand Store?
Yes. View our partners that specialize in helping brands set up their Brand Stores.
Sources:
1-2Amazon internal data, August 2024