Amazon Brand Store Guide

February 15th, 2022

amazon brand store guide

Amazon remains most popular platform for ecommerce. We live in a world where a growing percentage of retail sales are occurring online. Thus making it hard for businesses to ignore this opportunity. Thankfully, Amazon has made it a policy to create tools for business owners that make it easier to sell their catalog of products online. One of those tools is allowing brand owners to create an Amazon Brand Store

What is an Amazon Brand Store?

An Amazon Brand Store is a multi-page website hosted by Amazon with a unique URL and links directly to product pages. It’s perfect for showcasing a brands’ products in detail with more flexibility to add visual elements like images and videos, and additional space for added text. 

Who's Eligible?

Amazon Brand Stores are available for sellers enrolled in Amazon Brand Registry and vendors.

Business owners who own one or more of the brands they sell can register them with Amazon to get started. However, those who only resell other brands are best off sticking with Seller Profiles and regular Amazon URLs.

Benefits of Creating an Amazon Brand Store

In the past, brands could only create product pages within the context of Amazon Marketplace’s general aesthetic. This made it difficult for sellers to differentiate their products from the competition. However, with an Amazon Store, business owners can personalize their store with design elements that match their branding. They can add multimedia and link to their social media accounts to create a fully branded online shopping experience.
Additionally, brands can showcase their entire catalog in one place, and organize their Store with dropdown menus.  The products showcased in the Store link back to the product detail pages making it easy for customers to get more product information and make a purchase.

Brand owners can also gather data through Amazon Analytics to further improve customers’ online shopping experiences and increase conversion rates.

Stores with 3 or more pages have an 83% higher shopper dwell time and 32% higher attributed sales per visitor, according to Amazon.

Amazon Brand Store Guide: Frequently Asked Questions

It’s not uncommon for business owners to feel overwhelmed by the amount of work it takes to set up a well-designed Amazon Brand Store. Getting to know the basics first can make the process seem much less scary. Get started by finding answers to some common questions asked about Stores in this Amazon Brand Store Guide:

How much is an Amazon Brand Store?

Qualifying brand owners and vendors who already have professional seller accounts can create and maintain Amazon Stores for free. Those who are new to the platform should keep in mind that a professional seller account does come with a monthly fee. It’s currently $39.99.

What steps do I need to take to create an Amazon Brand Store?

  1. Log into your professional seller account
    If you are just getting started selling on Amazon, you will need to first create a professional seller account. The approval process can take a few days as Amazon verifies the seller’s information.
  2. Apply for Amazon Brand Registry
    If you are not already enrolled in the Brand Registry program then it's time to apply. Once a seller account has been completed, business owners should apply to the Amazon Brand Registry (ABR) program. Only sellers who have at least one registered brand can open an Amazon Store.
  3. Assign ASIN or UPCs
    Products need to have Amazon Standard Identification Numbers (ASINs) or UPCs assigned to each item. These identification numbers are how businesses upload all of their products at once to the Amazon Brand Store, making the task easier and faster.
  4. Create an Easy-to-Navigate Plan
    It’s best to establish page hierarchy before adding unique content to each page or uploading products. Pay attention to detail when constructing pages and make sure to create an easy-to-navigate store. Content can be uploaded to each page using content tiles, which can consist of product grids, galleries, videos, images, titles, and navigation tools.
  5. Create Your Store
    Sign into your professional seller account. Go to the Stores menu and select Manage Stores. Amazon will provide a list of qualifying brands and guide brand owners through the process of creating a homepage using one of the templates or themes. Store owners can create additional pages for best-selling products, discounted products, or product categories.
  6. Check Your Work
    Before submitting the Brand Store to Amazon for review, carefully check each page. Look for spelling and grammatical errors, navigation issues, branding or image inconsistencies, issues with pages’ mobile layouts, and other potential pitfalls now. Store owners can’t make any changes while their stores are under review, and this process can take several days.
  7. Amazon Review
    Once the Brand Store is complete it's time to submit the Amazon Brand Store for review.

What Are Amazon Insights?

Amazon Store Insights is an analytics tool that provides metrics by page and traffic source. Store owners can check daily visitor and view totals, estimate total sales and units sold, and see the average number of unique pages viewed by each store visitor. This data can be accessed from the Store main page.

These insights provide business owners with an idea of who is visiting their Store and what they’re doing when they get there. Insights can measure traffic from Amazon Sponsored Brand ads, internal organic traffic, and custom source tags. The rest of the traffic to the page will only be labeled “other.”

Tips for Creating an Exceptional Amazon Storefront

Amazon has made it relatively easy for brand owners to set up custom Brand Stores on their platform. There’s a lot of competition, so it’s important for new users to gain a competitive edge. Follow these tips from our Amazon Brand Store Guide: 

  • Customize everything
  • Showcase key products
  • Create rich, engaging content
  • Ensure that branding is consistent
  • Make the Store easy to navigate
  • Promote the Store both on and off Amazon
  • Use high-resolution images
  • Check mobile compatibility before submitting

On average, Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor, according to Amazon.

The Bottom Line

Creating an eye-catching and properly branded Amazon Brand Store takes time and effort, but it will pay off in the long run. Stores are one of the most comprehensive branded shopping tools available and Amazon is by far the most popular online retailer. Just keep in mind that the competition is fierce, so your Store will have to stand out from the crowd.

Is this Amazon Brand Store Guide leaving you overwhelmed? Don't worry. Our team of professionals specialize in helping brand owners put their best feet forward to market their products effectively on Amazon, attract more traffic, and convert more customers. They can help with everything from basic design and choosing templates to creating unique content tiles with high-quality images and more. Let's talk today. Schedule your free consultation by filling out our contact form or calling 800.238.1811.