Amazon storefront design for multi-page Brand Stores, built around how buyers actually move through a catalogue — so the traffic you send from ads and off-Amazon lands somewhere that converts.
Page and category structure planned around how your range divides in the buyer’s mind, not around how your internal SKU list happens to be organised.
A homepage that establishes what the brand is and routes visitors to the right sub-category within a few seconds rather than showing everything at once.
Sub-pages per range with the comparison logic that helps a buyer choose between your own products instead of leaving to compare elsewhere.
Product tiles, shoppable images and featured-deal modules placed where they intercept the decision rather than decorating the bottom of the page.
Layouts checked at mobile width first, since that is where most store traffic arrives and where dense desktop tile grids stop working.
Store traffic tagged by source so you can tell which campaigns and off-Amazon channels actually produce store sales.
Very few buyers browse to a Brand Store on their own. Store traffic mostly arrives from Sponsored Brands headline ads, from the brand-name link on a listing, and from off-Amazon channels — social, email, influencer links. That makes the store a landing page rather than a shop window, and landing pages are judged on whether they route the visitor to the right product quickly.
The common failure is designing it as a brand brochure: a full-width hero image, a mission statement, and a flat grid of every SKU. A visitor who arrived from a headline ad for one product then has to work out where to go next, and a meaningful share simply leave. Structuring the store around ranges, with comparison logic between them, is what converts that referred traffic instead of losing it.
An Amazon Brand Store is a free multi-page storefront available to brands enrolled in Brand Registry. It sits on its own Amazon URL, carries no competitor advertising, and can be built from modular templates with images, video, text and shoppable product tiles across as many sub-pages as the catalogue needs.
It matters because it is the only place on Amazon where you control the full page and no competitor ads appear. It is also the destination for Sponsored Brands headline campaigns, and store-referred traffic can be tracked by source tag, which makes it one of the few places where off-Amazon marketing spend can be measured against Amazon sales. Amazon’s own rules on this change regularly, so the current position is always checked against Amazon Brand Registry rather than assumed.
The catalogue is grouped the way buyers divide it — by use case, size, formulation or occasion — which is often not how the internal SKU list is organised.
Homepage and sub-pages are laid out so a visitor from any entry point reaches a relevant product within one or two clicks.
Modules are assembled, assets briefed and produced, mobile layout checked, and the store submitted for Amazon review.
Source tags are applied per channel, and store traffic, dwell and sales tracked so the next iteration is driven by data.
The audit reviews your current store against how your traffic actually arrives, and where visitors are dropping out of the route.
So the audit is tailored to what actually moves your business.
Yes. Brand Stores are only available to brands enrolled in Amazon Brand Registry, which requires a registered or pending trade mark in that marketplace.
Amazon does not charge for the store itself. The cost is design and build, plus whatever you spend driving traffic to it. It is one of the few genuinely free assets on the platform.
Not directly. The benefit is conversion on referred traffic and a better destination for Sponsored Brands campaigns. Any ranking effect is indirect, through the additional sales velocity those conversions produce.
Typically two to three weeks including asset production and Amazon’s review, longer for large catalogues needing several sub-pages. Amazon’s review queue is outside anyone’s control.
Layout, structure, copy and a full asset brief with specifications are provided. Photography and graphic production run with your designer, or with ours if you do not have one.
The free audit reviews your store against how traffic actually arrives and where it is dropping out.