What Is an Amazon Brand Store?
An Amazon Brand Store is a free, multi-page storefront available exclusively to brand owners. Think of it as a mini online shop within Amazon: you get your own URL (amazon.com/stores/YourBrandName), a custom homepage, category pages, and full control over layout and content.
The key advantage over a regular product listing: Your Brand Store only shows your own products. No competitor can appear here. No "Similar products" boxes, no sponsored ads from competitors. Your store belongs to you alone.
Brand Stores consist of individual pages that you assemble using drag-and-drop content tiles: image tiles, videos, product galleries, bestseller carousels, and text blocks. You do not need coding skills or a designer -- Amazon provides pre-built templates to get you started.
Why a Brand Store Matters
- Brand presence: You control how your brand is perceived on Amazon
- No competition on your pages: Competitors are completely locked out
- Higher conversion: Customers who visit your store buy more frequently because they browse your range without distractions
- Ad destination for Sponsored Brands: You can send traffic directly to your store instead of individual product pages
- Free: Amazon provides the Brand Store feature at no additional cost
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Requirements: Amazon Brand Registry
Before you can create a Brand Store, you need access to Amazon Brand Registry. No Brand Registry, no Brand Store -- that is a hard requirement.
What You Need for Brand Registry
- A registered trademark: Your brand must be registered in an officially recognized trademark office. In the US, that is the United States Patent and Trademark Office (USPTO). In Europe, the EUIPO or national offices like DPMA (Germany). A pending application typically does not qualify -- the mark must be registered.
- A Professional Seller account: The Individual plan is not enough. You need the Professional plan (USD 39.99/month or EUR 39/month).
- Your brand on your products: Amazon requires evidence that your trademark appears visibly on your products or packaging. Prepare product images as proof.
- Verification: Amazon sends a verification code to the official contact listed in your trademark registration. This step usually takes 2-4 weeks.
If you have not registered your brand yet, check our detailed walkthrough in the Brand Registry Guide.
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Building Your Store: Step by Step
Step 1: Create the Brand Store
In Seller Central, navigate to Stores > Manage Stores. Select your registered brand and click "Create Store." Amazon launches the Store Builder, a visual editor that lets you assemble pages with drag-and-drop.
Step 2: Design the Homepage
The homepage is the most important page in your store. Customers land here when they click your brand name or arrive through Sponsored Brands ads. Your homepage should communicate three things immediately:
- Who you are: A header image (3000 x 600 pixels) featuring your brand name and a clear message
- What you sell: An overview of your main product categories as image tiles
- What your bestsellers are: A product carousel featuring your best-selling or highest-margin products
Avoid long text blocks on the homepage. Customers want to see products, not read paragraphs. Use high-quality images and short, punchy headlines instead.
Step 3: Create Category Pages
For each product category, create a dedicated subpage. If you sell kitchen products, for example, you might create category pages for "Knives," "Pots," and "Accessories."
Each category page should include:
- A category header image (matching the product group)
- A product grid with all relevant products in that category
- Optional: A comparison table -- so customers can compare different variants side by side
Tip: Keep navigation flat. Three levels maximum. Customers should reach their desired product within 1-2 clicks.
Step 4: Use Content Tiles
Amazon provides a range of content tiles (widgets) for your store:
| Tile | Description | Best Use |
|---|---|---|
| Hero Image | Large-format image with optional text overlay | Homepage header |
| Product Grid | Automatic product list with prices and ratings | Category pages |
| Image Tiles | Clickable images linking to products or subpages | Navigation and cross-selling |
| Video | Embedded product video | Homepage, brand story |
| Bestseller Carousel | Scrollable list of your top products | Homepage |
| Text Block | Free text for descriptions | Brand story, About Us |
Step 5: Submit and Wait
Once you are satisfied with your store, submit it for Amazon review. Moderation usually takes 24-72 hours. Amazon checks whether your store complies with their guidelines: no misleading claims, no external links, no prohibited content. After approval, your store goes live immediately.
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Best Practices for a Successful Brand Store
1. Think Mobile First
Over 60% of Amazon customers shop on their phones. Always check your store in the mobile preview. Images need to be readable on small screens, and text blocks should not be too long.
2. Use High-Quality Images
Your store lives and dies by its visuals. Use professional product photos and lifestyle shots. A polished store tells the customer: this brand takes itself seriously. A store with blurry phone photos sends the opposite message.
3. Update Seasonally
Refresh your store regularly. Before Prime Day, Black Friday, or the holiday season, update your homepage: seasonal header images, special deal category pages, and prominently placed current bestsellers. Amazon rewards active stores with better visibility.
4. Include Video
Stores that include video see significantly higher dwell time according to Amazon internal data. A short brand video (30-60 seconds) on the homepage can make a measurable difference. It does not need Hollywood production value -- a clean product video with good lighting is enough.
5. Align with A+ Content
Your Brand Store and your A+ Content should look and feel consistent. Use the same visual language, colors, and tone. Your store is an extension of your product pages -- not a separate project.
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Store Analytics: Measuring Success
Amazon provides detailed analytics in the Brand Store dashboard. Under Stores > Store Insights, you find the following metrics:
- Visitors: How many customers visited your store
- Page views: How often individual pages were viewed
- Sales: Revenue generated through your store
- Units: Number of products sold through the store
- Dwell time: How long customers stayed in your store
The Metrics That Matter Most
The most relevant metric is revenue per visitor. This number shows you how effectively your store converts visitors into buyers. If the figure is low, something is off: poor navigation, unappealing images, or the wrong products on the homepage.
Also compare the performance of individual pages. If your "Accessories" page generates significantly less revenue than your "Bestsellers" page, check whether navigation is clear enough and whether the products on the Accessories page are relevant.
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Brand Store and PPC: The Perfect Combination
Your Brand Store becomes truly powerful when you combine it with Amazon PPC. Sponsored Brands ads can link directly to your Brand Store or a specific category page within it.
Directing Sponsored Brands to Your Store
Instead of sending customers from Sponsored Brands to an individual product page (where they immediately see competitors), direct them to your Brand Store. There, they see only your products and can explore your full range.
Conversion rates are typically higher when you send customers to a relevant category page rather than the store homepage. If your Sponsored Brands ad promotes "kitchen knives," link directly to your "Knives" category page in the store.
Sponsored Brands Video and Store
You can create Sponsored Brands Video ads that lead directly into your store. Video ads typically achieve a higher click-through rate than static ads. Combined with a well-built store, this creates a sales funnel that generates attention (video), builds trust (store), and drives the purchase (product page).
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Brand Store and Repricing: More Sales at the Same Margin
What does your Brand Store have to do with repricing? More than you might think.
When customers shop through your Brand Store, they still land on the regular product page when they click a product. The Buy Box still decides who gets the sale. A beautiful Brand Store does you little good if you do not hold the Buy Box on your own product pages.
This is exactly where a repricer comes in. arbytrage.io ensures your prices are automatically adjusted across all EU marketplaces so that you hold the Buy Box -- even when customers arrive through your Brand Store. The repricer protects your minimum margin so you never sell below your break-even point.
The combination works like this: your Brand Store drives customers to your products. Your repricer ensures you hold the Buy Box on those products. Without a repricer, you risk building the most beautiful store that leads customers to your product page -- only for a competitor to capture the sale.
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Frequently Asked Questions (FAQ)
Does the Amazon Brand Store cost anything?
No. The Brand Store is completely free. You only need a registered trademark and Amazon Brand Registry enrollment. There are no monthly fees, no setup costs, and no limit on the number of pages.
How long does it take for my Brand Store to go live?
After you submit your store, Amazon typically reviews it within 24-72 hours. During peak periods (before Prime Day, Black Friday), it can take 5-7 days. You receive a notification in Seller Central once your store is approved or rejected.
Can I use my Brand Store across multiple EU marketplaces?
Yes, but you must create a separate store for each marketplace (amazon.de, amazon.fr, amazon.it, amazon.es, etc.). Content is not automatically translated or transferred. For Pan-EU sellers, this means additional effort, but also the opportunity to optimize the store for each country individually.
Do I need a Brand Store if I only have a few products?
Even with 3-5 products, a Brand Store is worth building. It serves as a central hub for your brand and is a prerequisite for Sponsored Brands ads. Even a minimal store with a homepage and one category page is better than nothing.
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Summary
The Amazon Brand Store is one of the most valuable free tools Amazon offers to brand owners. Here are the key takeaways:
- A Brand Store is your own shop within Amazon -- with no competitors on your pages
- The prerequisite is Amazon Brand Registry with a registered trademark
- Your store consists of a homepage and category pages that you build with drag-and-drop
- Mobile-first design, high-quality images, and regular updates are essential
- Store Analytics show you which pages and products perform best
- Combined with Sponsored Brands ads, your store becomes a sales funnel
- A repricer ensures you hold the Buy Box on the products your store promotes
Your Brand Store is the stage. Your repricer is the engine behind it. Together, they make sure customers buy from you -- not from your competitors.
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