seller
- What changed
- A free multipage brand storefront on Amazon with a short URL
- When
- Updated October 2026
- Who it affects
- Brand Registry sellers, vendors and agencies with a trademark
- What to do
- Build a Store, link it from ads and the byline, update it every quarter
Key takeaways
- An Amazon Store is a free multipage brand storefront with a short URL and no competitor ads.
- You need Brand Registry and a pending or registered trademark to build one.
- Use Store Insights and source tags to measure traffic, and refresh the Store at least quarterly.
Store visitors vs non visitors
What is an Amazon Store, in plain terms?
An Amazon Store, often called an Amazon storefront or Brand Store, is a set of pages that belongs to one brand. Shoppers reach it by clicking the brand name under a product title, from Sponsored Brands and display ads, or from a short URL such as amazon.com/yourbrand that you can share on social media, email and your own website.
Unlike a product detail page, a Store shows only your brand. There are no competitor products or ads inside it, which makes it a good landing page for traffic you pay to drive. Amazon says creating and maintaining a Store is free, and you do not need to advertise to have one.
Amazon Store vs Amazon influencer storefront
The term Amazon storefront is also used for pages that creators in the Amazon Influencer Program build to recommend products they like. Those pages earn commissions for the creator and can feature any brand. A brand's Store is different: it is owned by the brand, built in Seller Central or the advertising console, and shows only that brand's products. This guide is about brand Stores.
Who can create an Amazon Store?
Stores are available to sellers enrolled in Amazon Brand Registry, to vendors and to agencies working on their behalf. Amazon says only brands with a pending or registered trademark can create a Store. If you do not have a trademark yet, start with our guides to Amazon Brand Registry and trademarks for Amazon Brand Registry.
- Brand Registry enrollment, or a vendor account
- Pending or registered trademark
- Products listed under the registered brand name
- Available in the US, Canada, Mexico, much of Europe, Japan, India, Australia and other stores
What does Amazon's data say about Store visitors?
Amazon Ads publishes figures from its internal data, dated August 2024. Shoppers who visit a Store purchase 53.9% more frequently, have a 52.1% higher add to cart rate and a 71.3% higher average order value than those who do not. New to brand shoppers who visited a Store were 62.7% more likely to purchase than those who did not.
These are comparisons between shoppers who chose to visit a Store and those who did not, so part of the gap reflects intent rather than the Store itself. They still show that the people who land on your Store are some of your most valuable shoppers, which is a good reason to design it well.
How to create an Amazon Store, step by step
Amazon's Store builder is self service and uses templates or drag and drop tiles. The process below works for most brands.
- Open Stores in Seller Central and choose Create Store for your brand
- Add your brand display name and logo
- Pick a template or start from a blank page
- Build a homepage plus pages for each product category
- Add tiles for images, video, text, product grids and shoppable images
- Preview on desktop and mobile, then submit the Store for review
- After approval, add the Store URL to ads, social profiles and emails
- 1Create Store
Stores menu in Seller Central
- 2Brand basics
Display name and logo
- 3Build pages
Template or drag and drop tiles
- 4Review
Preview on mobile, then submit
- 5Promote
Ads, byline, social, email
What pages should an Amazon Store include?
Structure the Store like a small website. Amazon suggests pages for product categories, the company mission and deals or new products. Most brands do well with a homepage that leads with best sellers, one page per category, a page about the brand, and a seasonal or deals page.
Keep the navigation shallow so shoppers reach a product in two taps. Use the same photography and colors as your premium A+ content and brand story on Amazon, because shoppers move between them and the experience should feel like one brand.
- Homepage: hero image, best sellers, category tiles
- Category pages: product grids with short benefit headers
- About page: founder story, values, how products are made
- Deals or new page: refreshed for every event
How to measure an Amazon Store with Store Insights
Store Insights in Seller Central reports sales, visits, page views, daily visitors, traffic sources and sales generated from the Store. You can add a source tag to your Store URL to track traffic from external marketing, such as a newsletter or social post, and compare it with traffic from ads.
Review the data monthly. Pages with many visits and few sales usually need clearer product grids or stronger offers. Amazon recommends updating the Store at least once a quarter, and a refresh before Prime Day and the holidays is a sensible minimum.
Using your Store with advertising
Sponsored Brands campaigns can send shoppers to a Store page, which is often the best landing page for broad category keywords where shoppers have not chosen a product yet. Send each campaign to the most relevant page rather than the homepage, and compare sales per click against campaigns that land on a product page.
PPC Spider's Amazon brand store design service builds Stores around ad landing pages and tracks Store sales next to ad spend in SpiderOS. A free Amazon audit reviews your current Store and ad structure together.
Sources
- Amazon Ads: Stores, a free branded destination on Amazon (advertising.amazon.com/solutions/products/stores)
- Amazon: Brand Registry benefits (sell.amazon.com/brand-registry)
We run these playbooks on client accounts every day. Start with a free audit.
Get a free audit