Amazon Brand Store Best Practices: Seven Surprising Tactics

a cell phone sitting on top of a wooden table

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?

As a registered brand, you can set up a mini-website of your own within Amazon, displaying your product collection and information about your brand.

example of an Amazon Brand Store

The design is customizable to a degree. You have multiple elements and several 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.

Still, a brand storefront is a good solution for brands selling on Amazon, whether you also have your own site or not.

The Importance Of Optimizing Your Amazon Brand Store

A good storefront helps you drive more sales on Amazon, build brand recognition, and also helps you capture traffic from Google search.

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.

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.

It’s also a great way to imprint your brand in the mind of your customers and start building meaningful brand recognition.

But the biggest benefit may be the ability to get your store to rank in Google search results.

An Amazon Brand Store showing up in Google Search results

Amazon is a high-authority site, which dominates Google search. 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.

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 an Amazon Storefront

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.

Tips for Amazon Brand Store Optimization

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


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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.

2: Optimize for the right Google 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. 

SE Ranking SERP tracker dashboard

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.

images to illustrate product categories

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.

element examples on an Amazon Brand Store

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

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.


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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 ask ChatGPT to shorten it for you.

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.

With social media ads (e.g. Facebook, TikTok, Pinterest), 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 

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

This tool, available for sellers that are a part of Amazon Brand Registry, 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.


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

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

Author Bio
Luna is a creative freelance writer who is an expert in email marketing, digital marketing, and eCommerce. Also, Luna is a freelance guest post writer, and her goal is to write useful and inspiring content. In her spare time, Luna enjoys reading about all things innovative and in the field of technology. She also enjoys playing tennis and doing yoga on the weekends. You can reach her out at


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