Amazon Brand Store | A Complete Guide (2019)

image of an amazon brand store being built in the native store builder and a blue circle with the text "Amazon Stores" inside of that circle in white font

By now, you should have already implemented Amazon A+ Content and Enhanced Brand Content. It’s time to take things to the next level with Amazon Brand Stores. Amazon Brand Stores are a free self-service product that allows brand owners to design their own multi-page storefront on Amazon. 

What is an amazon brand store?

Amazon Brand Stores are a free premium offer to allow brands to showcase a collection of products, for an optimal customer shopping experience. The stores can be multi-paged with specific categorical menus and include text, images, and videos. 

Anyone who is a registered brand can use this tool. You can see an example of an Amazon brand store here and here. You also get your own URL. For example, it will be an easy-to-remember URL such as “”

the editor for an amazon store

how do you create one?

The great thing is that there is no coding skill involved in creating an Amazon Brand Store. You simply use videos, text, and images to promote and highlight your products and brand. The self-service tool allows you to use pre-existing templates so you can easily create a store, or you can use your own element blocks and customize it to your liking. These element blocks are all drag-and-drop making it easy to outline your store.

what key features are available in an amazon store?

Multi Paged Stores
You can add up to 3 levels to exclusively showcase your brand and products. This allows you to customize the experience based on what your brand needs.

Rich Media & Content
They support rich media and content, such as text and images, to help elevate the customer shopping experience. You can tell your brand story via text or by video.

Integrated Promotion
You can use the built-in social features like social sharing buttons, coupled with promotional extensions such as Sponsored Brand Ads, to drive store awareness and traffic.

submission & Review Process

Once you’ve got the layout and pages outline to your perfection, you want to submit the finished store to Amazon for publishing. Keep in mind while it is in the review process you cannot make changes to your draft. This process can take several days. So, before you publish we recommend you check the following:

  1. spelling or punctuation errors
  2. all changes are included in the draft version
  3. use mobile preview to ensure it is mobile optimized
  4. check images and videos to make sure that any text in them can be easily viewed on both desktop and mobile

how to use amazon store insights to measure success

The great thing about Amazon stores are the insights you have access to. Before, you didn’t really have any insights on how your store performed.

Amazon Store Insights gives you insight around the effectiveness of the store and gives you an understanding of how audiences interact with the pages you created. You can also tag external traffic to get more information on the effectiveness of your external advertising campaigns (Facebook or Google ads). Finally, you can see how many customers convert organically from your store.

metrics available via Amazon store insights

  1. Daily Visitors: total unique users or device that viewed one or more pages on your store in a single day
  2. Views: # of page views during this time period. Includes repeat views.
  3. Sales: Est total sales generated by store visitors within 14 days of their last visit.
  4. Units Sold: Estimated total units purchased by store visitors within 14 days of their last visit.
  5. Views/Visitors:  Average number of unique pages viewed by a daily visitor to your store

Tip: you can access analytics from the store builder or from the store’s main page

store insights for your amazon store

traffic sources available for amazon brand stores

The great thing about having your own Amazon brand store is the shopping experience your customers receive when they are on your storefront. You want to be able to drive traffic to your storefront and this can be accomplished through the following:

  1. Sponsored Brand Ads
  2. Amazon Organic Traffic
  3. Tagged Sources: 
  4. Other: All other traffic sources not categorized

Sponsored Brand Ads are headline search ads that display when a customer searched your brand or product. When they click on your ad, they are taken to your brand store to have an elevated shopping experience. We’re seeing this convert exceptionally well for our partners.

Organic traffic is another traffic source for consideration. Customers can click on your brand name just below your title on your product detail pages to be taken to your Amazon store or they can visit the storefront via your Amazon URL.

Tagged sources are traffic being tracked with a custom source tag. You can create source tags for different traffic channels to get granular traffic tracking by source. Tagged sources data is only broken down to individual tags when it meets Amazon’s data count threshold within your selected time range. You can learn more about Tagged Sources here.


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