Amazon Brand Store Best Practices: 7 Actionable Tactics for 2025

The way to get ahead on Amazon today is to build a respectable, recognizable brand. And the home base for your brand is an Amazon Brand Store.

Building a brand and showcasing it with an effective storefront page is essential for scaling your business as a third-party Amazon seller. Read on for a full guide on Amazon brand stores, and how to create one for your business.

 

What is an Amazon Brand Store?

Amazon Brand Stores, or Storefronts are essentially micro-websites of a brand that sit on the Amazon platform. You have multiple elements and several predesigned templates to work with, though you still have to work within the confines of what Amazon allows. You won’t be able to fully customize it to the same level as if you’re building your own self-hosted website. More on this further below. Good news are that you do not need any coding or programming skills to build them.

You can navigate to any brand’s Amazon Storefront by clicking the “Visit the [Brand Name] Store” link on a product listing page of a brand.

Please note that brand storefronts are not discoverable via Amazon search results, so another option to find them is via Google search.

Any Amazon Seller with a brand registered via Amazon Brand Registry can set up an Amazon Storefront to display product collections and information about your brand. Below is an example showing Bose’s Amazon Brand Store.

Benefits of Setting up Amazon Brand Storefronts for Sellers

There are many advantages to setting up Amazon Store Fronts. First of all, creating a Storefront on Amazon is free – there is no charge for it. So other than sunk cost due to time spent on setting up the micro-site, Sellers get access to a free product and content hub that they can use to showcase their products. But there are more benefits:

• Branding: A storefront is the one place on Amazon where you control how your products and your brand story are told. Amazon listings pages are very rigid and uniform in the way content in laid out and structured, but with storefronts you have more control over how your brand is presented.
• Sales Lift: Creating a brand store will typically benefit your FBA sales. Shoppers who are navigating your brand store on Amazon are not interrupted by ads of other brands and often convert at higher rates than other navigational shoppers.
• Brand Stores can be set as Ad Landing Pages: For several Amazon ad formats, brand stores can be set as an ad’s landing page. Especially for brands with many similar products, this can work better than driving all traffic to just one specific Amazon Listing.
• Subscriptions: Shoppers can also subscribe for updates through your brand store too, which lets you send marketing material through the Amazon platform, with the new email marketing feature Amazon is rolling out.
• Coverage in Google Search Results: By far the biggest advantage of Amazon brand stores is their ability to rank in Google search results. The Amazon website is what Google considers a “high authority domain”. That means that by default it is more likely that pages sitting on the Amazon domain feature in prominent positions in Google search results. You can piggyback off that authority with your Amazon Brand Store to rank in Google, and generate free and valuable traffic from people searching for products on Google. Examples for this are shown below:

To recap: A good storefront helps you drive more traffic to Amazon (via Google search), will likely contribute to sales growth on Amazon and help you build brand recognition.

Your brand store offers a convenient way for Amazon customers to browse all of your products. This provides a great way to capture additional sales, rather than every sale being a one-off.

Further Reading: learn more about building profitable evergreen traffic channels from Google with our guide on running Google Ads for Amazon Products.

How to Create a Brand Store on Amazon: Step-by-Step Instructions

As long as you’re enrolled in Amazon Brand Registry, it’s free to create an Amazon Storefront/Brand Store.

Brand stores are available in all Amazon global marketplaces.

As long as you’ve got this part covered, you can go ahead and create your storefront through the following steps:

1. Go to your Seller Central account and create a new storefront
2. Choose a layout template or create a custom one with the drag-and-drop builder
3. Add content tiles with promotional images or video
4. Write additional sales copy for the front page
5. Add supporting pages like the About Us page
6. Add navigation menu items
7. Check your store for misspellings or incorrectly placed links
8. Submit your store for approval.

Amazon needs to review and approve your storefront before it can be published, which usually takes a few days. Once that’s done, your storefront will be live, and you’ll be able to start getting sales and advertising your brand through your Brand Store.

Further Reading: the best tips and tricks to help you Increase Sales on Amazon.

Eligibility Criteria for Amazon Brand Stores

A question we often get is: Are all Seller eligible to operate an Amazon brand store? The answer is: unfortunately not. Only Amazon FBA businesses that sell their own brand and are registered via Amazon Brand Registry can access this fantastic marketing tool.

7 Tips for Optimizing Your Amazon Brand Storefront

Creating your Brand Store is just the start. For the best results, you need to ensure it’s optimized and that you follow certain best practices.

Here are some tips to help you make your Brand Store as effective as it can be.

1: Create a Brand Message and Story

A brand story is an essential element of a successful business. This should be clearly displayed on your brand store.

The easiest way to figure out what brand messaging would be best for your store is to base it around something your customers need.

People often have an emotional reason for purchasing. People will buy one type of makeup to appear extra stylish and another one because it has less impact on the environment.

Figure out what customer needs your products satisfy and base the brand messaging around that. To do this, you can research the following.

• Demographic trends of your customer base
• General attitude online towards your specific niche
• Take interviews with existing customers and ask them directly

2: Optimize for the Right Google Search Keywords

Optimizing for sales and brand awareness is one side of the coin. The other important part is optimizing your Brand Store to show up in Google Search.

Figure out your focus keyword – a term that a lot of people search for, and that your store provides a solution for.

Put that keyword into Google and see whether other Amazon stores are ranking for your focus keyword. If not, try some other variations, or check up on what your known competitors are ranking for in Google.

A tool like SERP Checker by SE Ranking helps you check the Google output for your search term with all the important page metrics and content analysis of your SERP competitors.

Besides SEO metrics, review your competitors’ brand messages and communication peculiarities. Considering all the gained insights, you can develop your own strategy to effectively optimize your Amazon store and make your profile more prominent against competitors’ stores. 

These keywords will give you an idea of what your potential customers are searching for. Include them on your Amazon brand store page or on category pages to show customers they’re getting exactly what they need and boost organic traffic.

3: Add Images and Videos

Since Amazon doesn’t have that many customization options, your Amazon brand store may turn out really similar to the storefronts of other brands. You can make your store unique by adding images and videos to the front page.

A nice hero image like this in the Samsung store can help your store stand out and communicate the most important message upfront.

Another major element of the Amazon brand store that you can improve with visuals is the category pages. It’s easier and more intuitive to navigate to different categories in your store when they’re illustrated with a large image instead of a simple text link.

You can also add marketing elements to the front page of the Amazon brand store in between links to category pages and best sellers. These elements help with getting the brand message across and improving engagement.

What you should avoid is using images that are obviously taken from a stock website. If you don’t have the opportunity to take your own pictures, at least edit them to make them more unique. Using stock photos with little to no editing may give customers the impression you’re not investing in your brand and don’t take your business seriously.

If you have the opportunity to post a video — a short presentation, a beautiful promo video, or a product being used — definitely do so. Videos are a great way to increase conversions and get customers to spend more time on your page.

If you think you don’t have the resources to create videos for your Amazon store, see how AI can help. Several AI tools make it easy for anyone to create effective product videos, affordably.

4: Optimize for Mobile Searches and Mobile Amazon Shoppers

Mobile purchases, either from the mobile version of the site or the app, make up 30% of purchases on Amazon. This is why it’s important that your Amazon Brand Store is optimized for mobile users.

You can’t change the way your brand store will be shown on mobile devices because Amazon determines that. And you don’t really need to, as Amazon is a responsive website.

What you can do is create a brand store that is easy to navigate with a smartphone.

For starters, make navigation easy by leveraging the layout. The navigation bar at the top is fixed, but it may not be the most useful tool for navigation. Use navigation tiles in your design and link to category and best-selling product pages from the storefront. Make the links contain an easy-to-understand image and a large caption.

Good captioning should be done for all images. Some smaller fonts won’t be scaled properly on mobile platforms, and users won’t be able to understand what the element links to.

Another thing that may make viewing your Amazon brand store on mobile easier is shortening the copy. Whether it’s text or an annotated image, reading long passages isn’t what most mobile users want.

If your copy seems too long, shorten it or us ChatGPT to tweak things (ChatGPT for Amazon Sellers).

5: Create an “About Us” Page

Even though most users who interact with your Amazon brand store aren’t going to read an About Us page, your store needs to have one. For those customers who do read it, it’s going to be extremely important as they likely value brand image very much and may not purchase from you if they think your values aren’t aligned with their own.

The good news is those people are likely to become brand advocates, so creating a good About Us page for them is crucial.

When you’re writing the copy, focus on what your brand can do for the customer instead of what it means for you.

Be concrete in your writing. For instance, write “we strive to solve customer problems as fast as possible to put a smile on your face” instead of “we value customer service.”

Consider giving a bit of a personal touch. Share your photo or photos of people behind the brand if you’re comfortable, and relate a story of why and how you created the brand. Don’t go into too many unnecessary details, though, as your main focus on this page is the customer.

Include customer reviews on the About Us page, preferably with photos of your products. Social proof is very important for convincing new customers that your Amazon brand store deserves their trust.

6: Drive Traffic To Your Store Through Other Channels

Ideally, optimizing your Amazon Brand Store will lead to more traffic from Amazon itself and Google. But you shouldn’t have to rely on that exclusively.

You can also drive traffic to your Amazon storefront by running social media ads or seeking out influencers (More on this: How to increase traffic to your Amazon listing and How to promote Amazon Products on TikTok).

With social media ads, you’re paying for traffic upfront and have to optimize the conversion rate to make a return on investment.

Influencer marketing is a more conversion-optimized channel, but takes some work to partner with the right people. Yet once you do, this can be an amazing channel to help grow your brand.

7: Measure and Analyze Your Performance via Amazon Brand Store Insights

The most important part of the Amazon brand store optimization process is analyzing performance. Amazon has a tool for that: Amazon Brand Store Insights.

The Amazon powered Brand Store Insights dashboard provide data on visits, views, and sales generated within each page of your Amazon Store. Reviewing these metrics regularly helps pinpoint which sections of your store attract the most attention and allows for granularly tweaking and updating your store to driver better results.

If certain pages have high traffic but few conversions, consider revising the layout, updating product images, adding more compelling copy, or reviewing your pricing.

On the other hand, for pages with high conversions, try to identify a causal relationship between the content of the pages, the attractiveness of the product and the strong sales performance. If you can figure out which elements are working and a providing a sales lift (i.e. an engaging hero image, a clear call-to-action) you extrapolate these learnings and apply them to other pages.

Leverage A/B Testing and Amazon Attribution to Boost Storefront Performance

A/B testing different design elements can further improve performance. You might experiment with swapping a static image for a short video, or switching out product categories on the Store homepage. Use Amazon Attribution codes or custom links for external campaigns to see precisely how many visitors and sales each channel drives. When analyzing results, look for patterns in both engagement and revenue. Sudden spikes may indicate a successful promotion or a mention by a popular influencer, while drop-offs may point to broken links or mismatched messaging. Continual tweaks based on real data will help you refine your store for maximum impact.

Amazon Attribution allows you to take a deeper look into how your store performs, how the customers interact with it, and what keywords they use to find it. With it, you can find out whether your storefront really does anything to increase your sales and make changes if you don’t see the desired result.

Amazon Brand Store UX/UI and Navigation Best-Practices

A clear structure begins with an intuitive layout that guides visitors through your product categories and brand story. Start by creating a logical page hierarchy that reflects your main product lines or themes. Each page should feature a well-labeled title and a concise introduction that sets expectations for what shoppers will find inside. If your brand offers multiple collections, consider adding subpages that highlight each one, allowing customers to dive deeper without getting lost. Subpages are also beneficial from an SEO perspective as they can potential rank for different search queries in Google search results.

Within each page, use a mix of imagery and short descriptive text to help visitors understand the purpose of each section. When linking to different areas of your store, use buttons or clickable images that visually stand out. Avoid clutter by limiting the number of navigation elements to the essentials: a home page or hero section, product category pages, and a contact or about page if relevant. This part is really key, because your brand store navigation should be designed to help visitors narrow down their choices until they can get to the product that best fits their needs. A confusing navigation will make that difficult and trigger them to use the Amazon search bar (where your brand then competes with many other brands).

Keep language consistent across headings, and ensure all images resize properly on mobile devices. Include clear calls-to-action that encourage shoppers to explore further, such as “Shop Now” or “Discover Our Collection.” Test your store’s navigation on multiple browsers and screen sizes before finalizing the design to confirm everything loads quickly and accurately.

Advanced Strategy: Combine the Impact of Your Amazon Brand Store with Amazon Posts

One effective (and cost free!) way to drive traffic to your brand store are Amazon Posts. If you are unfamiliar with Amazon posts, think of them as the Amazon version of Instagram posts. They feature on Amazon’s mobile app only and and are a great way to share product and lifestyle images with social media typical captions captions. Posts can link directly to Amazon listings or – your Amazon Storefront! This creates an interactive loop for shoppers already browsing your listings. Another strategy is to match your Amazon A+ Premium Content building blocks s with the visuals on your Brand Store, ensuring consistent messaging across all touchpoints.

Summary: Amazon Brand Store Best Practices

Creating and optimizing your Amazon Storefront/Amazon Brand Store is an important part of building a successful long-term Amazon Seller business.

This helps you advertise your brand to the fullest in front of Amazon’s huge audience, and even get additional, free traffic via Google search.

Building and optimizing your Brand Store is not difficult. It takes a little time, care and attention, but this will pay off in huge gains down the road once you start to generate brand recognition with your target audience.

FAQ: Amazon Brand Store

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