Key takeaways: Build the Store for the traffic you will send it: a home page that shows the range and the bestsellers, one page per category or use case, and a shoppable path from any tile to a product in two taps. Land Sponsored Brands on the matching category page, not the home page. Tag every outside link with a source tag so Store Insights can tell you which traffic converts. Review Store Insights monthly and remove pages nobody visits.
What a Brand Store is for
A Brand Store is a multi-page site inside Amazon with your own URL (amazon.com/brandname), available to brand-registered sellers at no charge. Its jobs, in order of value:
- Landing page for Sponsored Brands. A Store page with three or more relevant products usually converts brand-keyword traffic better than a single detail page, because the shopper can choose.
- Destination for outside traffic. Social, email and influencer links that land on a Store page can be measured with Amazon Attribution and earn the Brand Referral Bonus.
- Cross-sell within the brand. A shopper who arrives from one product's detail page via the brand link sees the rest of the range.
- The brand's home on Amazon. Where a shopper goes to check you are real.
A Store that serves those jobs is a conversion tool. One built as a brochure is a cost.
Page structure
Read this flowchart as text
- Home: hero, bestsellers grid, category tiles, brand video
- Category page 1: product grid, comparison
- Category page 2
- Use-case or audience page: for runners, for small kitchens
- New arrivals or deals page, scheduled for events
- Detail page in two taps
Home page. A hero image or video that shows the product category at a glance, a bestsellers grid within the first screen on mobile, and tiles leading to each category page. Keep the brand story short; a Store visitor is shopping, not reading.
Category pages. One per product line, with a product grid, one comparison or infographic tile, and a short line of copy. These are your Sponsored Brands landing pages, so each should hold only products relevant to the keywords that will land there.
Use-case pages. Optional but powerful when your range serves distinct audiences. "For travel" or "For small spaces" pages match how shoppers search and give Sponsored Brands campaigns for those terms a landing page that fits.
Event pages. A deals page you build in advance and schedule to go live for Prime Day or Black Friday, then retire. Store scheduling lets you publish versions on a date without manual work on the day.
Three pages is the minimum for a Store that is useful; six to ten is typical for a brand with two or three product lines. More than that and Store Insights usually shows pages with no visits.
Tiles and modules that convert
| Module | Use it for | Avoid |
|---|---|---|
| Product grid | Category pages; lets shoppers compare price and rating at a glance | Grids of twenty products with no order |
| Featured deals | Event pages; auto-populates with live deals | Leaving it on when no deals are running |
| Shoppable image | Lifestyle scene with hotspots on each product | Scenes where the products are too small to recognize |
| Image with text | Category tiles on the home page, one line of copy | Paragraphs |
| Video | Home page hero, or a category page demonstration | Autoplay video as the only content above the fold on mobile |
| Bestsellers | Home page; auto-updates by sales | Pinning products that are out of stock |
| Gallery | Showing a product line's colors or variants | Duplicating the detail page gallery |
Every tile should be shoppable or lead to a shoppable page. If a tile only informs, ask what it is doing on the page.
Mobile first, because that is where the traffic is
Most Store traffic arrives on the app. Build the mobile layout first in the Store builder, check that the hero does not push the products below the second screen, and keep text on images large. Then check the desktop version. Stores built desktop-first routinely have a first mobile screen with no product on it.
Tagging traffic and reading Store Insights
Store Insights, in the Stores section of the advertising console, reports visitors, views, sales and units by page and by traffic source. To make it useful:
- Add a source tag to every link you post outside Amazon by appending a channel parameter to the Store URL. Tagged traffic shows separately in Store Insights, so you can see whether Instagram or email converts.
- Use Amazon Attribution tags on outside links as well, which measures down to the ASIN and qualifies the sales for the Brand Referral Bonus. How outside traffic should be sent to Amazon is covered in E7 · Sending your own audience to Amazon.
- Compare sales per visitor by page monthly. Pages far below the Store average are candidates for consolidation or removal.
- Watch the Sponsored Brands source separately from organic Store traffic. If ad-driven visitors convert worse than organic ones, the landing page does not match the ads' keywords.
Keeping it current
Stores go stale quietly. Out-of-stock products stay in grids, seasonal heroes linger into the next season, new products never appear. A monthly fifteen-minute review against Store Insights and inventory catches most of it. Schedule event versions ahead of Prime Day and Q4, and schedule their removal too.
The Store's approval process takes anywhere from a few hours to a few days, and Amazon moderates for the same content rules as A+ Content: no pricing claims in images, no review content, no unsubstantiated claims, no competitor references. Build with margin before an event.
For the design side, the layouts, imagery and brand system that make a Store worth landing on, see Amazon Brand Store Design: A Store Worth Landing On. The process below covers how we build and maintain the Store and the Posts that feed it.
Frequently asked questions
Should Sponsored Brands ads land on the Store home page or a category page?
The category or use-case page that matches the keyword. A shopper searching "insulated water bottle" who lands on a page of bottles converts better than one who lands on a home page that also shows your mugs and lunch boxes. Use the home page only for pure brand-name keywords.
How many pages should a Brand Store have?
Enough to give each product line and each distinct audience a page, and no more. Three is the working minimum; six to ten is typical. Store Insights will show you which pages nobody visits, and those should go.
How do I track sales from my social media through the Store?
Append a source tag to the Store URL you post, so the traffic appears as its own source in Store Insights, and create an Amazon Attribution tag for the same link to measure ASIN-level sales and earn the Brand Referral Bonus.
How long does Store approval take?
Usually within a day, sometimes up to a few days when moderation flags an image or a claim. Schedule event pages to be submitted at least a week before they need to be live.