What Is an Amazon Brand Store? Features, Benefits & How to Build One

What Is an Amazon Brand Store?

An Amazon Brand Store (formerly called Amazon Storefront) is a free, customizable mini-website on Amazon that lets Brand-registered sellers showcase their full product catalog in a branded, multi-page environment. Instead of shoppers seeing a single product listing, they land on a curated brand experience with your logo, banner images, product collections, and video.

Think of it as your brand's own corner of Amazon — a destination you control, where you can tell your brand story, organize products by category or use case, and drive shoppers through a guided buying journey.

Who Is Eligible for a Brand Store?

To create a Brand Store, you must be enrolled in Amazon Brand Registry. Brand Registry requires:

• An active registered trademark (in India or the marketplace's home country).
• A government-registered trademark number that matches your brand name.
• Verification that you own or represent the brand.

If you sell generic or unbranded products, you cannot create a Brand Store. The store is a benefit of Brand Registry — Amazon's way of rewarding sellers who have invested in building a real brand.

What's Inside a Brand Store?

A Brand Store can include up to 8 pages (1 home page + 7 sub-pages), each with customizable layouts:

The Home Page

The landing page shoppers see when they click your brand name or a Sponsored Brands ad. It typically features a hero banner image, a brand logo, and a grid of featured products or collections.

Sub-Pages

Category pages (e.g., "Men's Shoes," "Women's Shoes," "Sale") that organize your catalog into logical browsing paths. Each sub-page can have its own banner, product grids, and text modules.

Content Modules

Amazon provides drag-and-drop modules: product grids, product carousels, image tiles, video tiles, text blocks, and comparison tables. You combine these to build each page without any coding.

Video

You can upload brand videos up to 5 minutes long. Video is one of the highest-converting elements in a Brand Store — it lets you demonstrate product features, show lifestyle use, and build trust.

Why a Brand Store Matters for Sales

A Brand Store drives sales in three ways:

1. Sponsored Brands Traffic

When you run Sponsored Brands ads (the ads at the top of search results with your logo), you can link them to your Brand Store instead of a single product page. This gives shoppers a full brand experience rather than a one-product pitch — and it significantly increases the chance they'll browse and buy multiple products.

2. Cross-Selling

Shoppers who land on a single product page see one product. Shoppers who land on your Brand Store see your entire catalog, organized by category. This cross-selling effect increases average order value and introduces shoppers to products they didn't know you sold.

3. Brand Trust

A well-designed Brand Store signals that you're a serious, established brand — not a random reseller. Shoppers who see a professional store with quality images, video, and organized collections are more likely to trust your products and convert.

Brand Store Design Best Practices

• Use a high-quality hero banner — 3000×600 pixels, showing your brand identity and top products.
• Organize by collection, not by SKU — group products by use case ("For Dry Skin," "For Oily Skin") rather than by SKU number.
• Add video to the home page — it's the single highest-impact element for conversion.
• Use all 8 pages — more pages mean more content for Amazon to index and more paths for shoppers to discover products.
• Update seasonally — refresh banners and featured products for Diwali, summer, or category-specific seasons.

If you need help designing or rebuilding your Brand Store, our Amazon Storefront Design service creates custom, conversion-optimized stores with professional design and video integration.

FAQ

Is an Amazon Brand Store free?

Yes, the Brand Store is free to create and host. The only requirement is enrollment in Amazon Brand Registry, which is also free. You don't pay any monthly fee or per-click fee for the store itself.

Do I need Brand Registry to create a Brand Store?

Yes. Brand Store creation requires an active Amazon Brand Registry enrollment, which requires a registered trademark. Without Brand Registry, you cannot create a store.

How many pages can an Amazon Brand Store have?

A Brand Store can have up to 8 pages — 1 home page and up to 7 sub-pages. Each page can have multiple content modules including product grids, images, video, and text.

Can I track traffic to my Brand Store?

Yes. Amazon provides Brand Store Insights in Seller Central, showing page views, visits, units sold, and sales attributed to your store. You can also track traffic from Sponsored Brands ads that link to your store.