What Is an Amazon Brand Store (and How Do You Build One)?

What a Brand Store actually is

A Brand Store is a free, multi-page site inside Amazon.com — not your own domain — where you control the layout, show your whole catalog, and tell the brand's story with images and video instead of a single product listing. It lives at a URL like amazon.com/yourbrand and costs nothing to build or keep live.

It's built with Amazon's own Store builder: drag-and-drop tiles inside templates, no code required. You don't need to run ads to have one, but a Store is also the standard landing page for Sponsored Brands campaigns and for DSP display and video — shoppers land there instead of on a single product detail page.

Who can create one

Only brands enrolled in Amazon Brand Registry can build a Store — registered sellers, vendors, and agencies working on their behalf. If you sell on Amazon but haven't enrolled the brand yet, that's the real first step, not the Store builder. Enrollment generally requires a registered trademark, or one pending, depending on marketplace.

The table below covers the eligibility question most people actually need answered before they open the builder and get stuck.

How to build one, step by step

The build has six real steps: enroll in Brand Registry if you haven't, log into the advertising console, open the Store builder, pick a template, fill it with tiles — image, video, product grid, bestseller carousel — and submit for review before it goes live. Amazon checks it before publishing; it isn't live the moment you finish designing.

On specs: resist chasing an exact pixel number from a third-party list. Amazon's builder previews every tile at desktop and mobile size before you submit, and it will reject an image that's too small rather than publish a bad crop. Build inside the previewer, check the mobile view, and trust the tool's own validation over anything printed elsewhere — asset requirements shift between template refreshes more often than any outside guide tracks.

Structurally, a Store is a home page plus subpages, organized as deep as the catalog needs. Most brands run two levels — home, then a page per category or use case. A brand with several distinct product lines, the way HexClad spans cookware categories or Epic Gardening spans grow equipment and seed lines, tends to need more subpages than a brand selling one hero product.

What the numbers actually look like

Amazon publishes its own before/after data on Stores, and it's worth using as the baseline: shoppers who visit a Store before buying convert 53.9% more often, add to cart at a 52.1% higher rate, buy at a 42.4% higher average selling price, and post a 71.3% higher order value than shoppers who never see it. New-to-brand shoppers who land on a Store are 62.7% more likely to buy at all, and when they do, they spend 72.3% more per order.

Those numbers describe what happens once traffic lands. Getting traffic there is the harder half, and it's where a Store stops being a design exercise and becomes a media plan. On one book of 30 advertisers we manage, July 2026 ran 78.4 million impressions at a $4.00 CPM and a blended $1.42 cost-per-click, landing on Stores and product pages, for a $5.49 cost per acquisition across 57,137 attributed purchases — 20.1% of them new to the brand. That's what driving real traffic to a Store costs and returns, measured across a whole book rather than the best week in it.

The mistakes that quietly sink a Store

The most common mistake is treating the Store as a one-time project — build it, submit it, forget it. Content that goes stale loses the lift Amazon's own case data shows for Stores that get refreshed regularly.

The second is building a Store and never pointing anything at it — no Sponsored Brands campaign, no DSP creative, everything still landing on a single ASIN page. A Store with no traffic plan is a brochure nobody opens.

The third is one we've made ourselves: pointing a retargeting campaign at the Store homepage instead of the specific subpage the ad was actually about. A shopper clicks expecting the product they just saw and lands on a navigation menu instead. Click-to-detail-page rate drops, and it reads like a creative problem when it's really a landing-page mismatch.

The fourth is assuming the Store will show up in Amazon search results the way a listing does. It won't rank on its own. It gets found through the brand-name link on product pages, through paid campaigns pointed at it, through a direct URL, and occasionally through shopping query results — there's no separate Store SEO lever to pull.