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In this article, the creation of an Amazon Store, also known as a Brand Store or Brand Shop, will be examined in more detail. Those who sell products of their own registered brand on Amazon already have the advantage of being able to use the Enhanced Brand Content (EBC) and thus make the product descriptions more individual and appealing through additional content such as images and comparison tables. An Amazon Store for your own brand offers another promising way to promote your brand. In this article, you will find information about what an Amazon Store is, the benefits it offers, and a detailed guide to creating such a brand store.

What is an Amazon Store?

The Amazon Store offers you the opportunity to showcase your products in your own branded store on Amazon. The shop is structured like a small website, which can be equipped with several pages and sub-pages. These pages can be filled with text, pictures, videos and products by prefabricated building blocks.

The store can be advertised both inside Amazon through advertising campaigns and outside, for example on your own website, or appear in Google search results. Due to the Google indexing it is not wrong to pay attention to relevant keywords for your products when creating the store. The brand store is also reached when a potential customer clicks on the brand name on the product detail page of one of your products. If there is no brand shop, other products of the brand will be presented instead. Unlike the brand store, this product display cannot be influenced.

What are the requirements for an Amazon Store?

Vendors should not be new to the ability to create an Amazon Store, as they have been able to do so for quite some time. A seller, on the other hand, must have a registered trademark that has been registered and accepted via the Amazon Brand Registry. If one of these two conditions applies, nothing stands in the way of creating your own Amazon Store. If a seller sells several own brands on Amazon, a separate brand shop can be created for each of these brands.

What are the advantages of an Amazon Store?

In the following, it will be examined in more detail why it can be worthwhile to create your own brand shop.

Extended traffic sources: The brand shop is indexed by Google and can therefore appear in Google search results for corresponding search terms. The shop can also be advertised inside and outside Amazon. In this way the traffic for the own products can be increased.

Individual content: An own Brand Store offers the possibility to highlight special features and unique selling points of the brand by individual and appealing contents and thus to establish a connection to the customer.

Improvement of the ranking: The own Amazon Store has the potential to improve the organic ranking and thus also the turnover.

Advertising for your own products: Existing customers can use the shop to become aware of other and new products, while new customers can gain a structured overview of the product range.

Better alternative to product listing: If a potential customer clicks on a brand for which no brand store has been created, further products of the brand are displayed. Although customers can subsequently influence the display of the results by sorting and filtering, these are initially unsorted. As the seller of the brand, you have no influence whatsoever on this display.

The brand shop, on the other hand, offers sellers the opportunity to optimise and structure the presentation of the products. For example, a clothing brand can set up its shop according to the different clothing categories so that a customer who wants to buy a sweater does not have to search long. In addition, it can be influenced which products should be displayed and how present they should be. If a product is considered particularly relevant, it can, for example, be placed directly on the start page. In addition, the Brand Store prevents products from other brands from being included in the list.

All these advantages speak in favour of taking advantage of the opportunity and creating an Amazon Store for your own brand, if the prerequisites are fulfilled.

Creating an Amazon Brand Store – Step by Step

Create a page structure

Now you can design the start page or create a structure by creating all subpages that your brand shop should have. The latter has the advantage that you can set direct links to the other pages of your shop during the later design of the pages.

All pages that are created next to the start page (first level) are automatically created as a subpage of this (second level). The start page itself and these pages are linked at the top of each page of the store under the Hero image. It is possible to go one level deeper and create subpages for these pages (except for the home page). More than these three levels are not possible.


The page navigation is located on the left side of the Store Builder. Click on “Add page” to create a new page. You will be asked to enter a page navigation title and a meta description and select a template. If you are on the start page, new pages are automatically created as sub-pages of this page. If you want to create subpages on a third level, you have to make sure that the corresponding page for which a subpage is to be created has been selected in the page navigation. Subpages are displayed indented in the navigation.

To illustrate the possible structuring, an example follows. A seller who sells his own clothing brand on Amazon could create the Clothing, Editions and Accessories pages next to the home page. All four are linked below the Hero image. Now subpages can be created on a third level, such as the pages Socks, Bags and Caps as subpages of the page Accessories. If third level pages are created for a second level page, an arrow will appear next to the link below the Hero image. If you click on it, the corresponding subpages will be displayed.

hero-image brand store

The following are some practical tips for structuring a brand shop:

  • If you run a web shop for the brand outside of Amazon, you can orientate yourself on it and adapt your Amazon Store both visually and structurally. This way, the recognition value of your brand is maintained.
  • On Amazon, you can view the brand stores of well-known brands and be inspired by their structure.
  • Be inspired by well-structured brand stores that sell similar products to yours.
  • Categories that you can consider depending on the product are theme-based categories (such as clothing, women, men, etc.), bestsellers, offers or novelties.
  • If you intend to advertise your shop, it is a good idea to offer landing pages for the product areas for which you want to advertise your shop. In this way you can increase the probability that potential customers will find what they are looking for in your shop.

Page design

Now that the page structure of the brand shop has been established, the design of the pages can begin. First, a Hero image with a minimum size of 3000 x 600 pixels can be added. This can for example contain the brand logo (then the display of the logo that was uploaded at the beginning in the settings is no longer absolutely necessary due to the duplication) or an attractive image that stands for the brand. A different Hero image can be selected for each page.

Depending on which templates were selected, you can now fill the predefined fields with the corresponding content, or arrange fields yourself and then fill them.

Tip: The Help and Preview tabs are located above the Store Builder. Under Help you will find the guidelines and guidelines for creating an Amazon Store as well as sample stores for orientation. Preview lets you view your store in desktop or mobile view at any time to see how it will look to potential customers.

Design a blank page

Choosing empty pages as templates should not deter anyone, because they offer more freedom in the already quite limited design of the pages and the arrangement of content is very easy. You can either insert content across the entire width (product, image, text, video, product grid, gallery, best-selling products, recommended products or recommended offers) or you can subdivide a section and then fill it.

Design of a blank page

Choosing empty pages as templates should not deter anyone, because they offer more freedom in the already quite limited design of the pages and the arrangement of content is very easy. You can either insert content across the entire width (product, image, text, video, product grid, gallery, best-selling products, recommended products or recommended offers) or you can subdivide a section and then fill it.

When subdividing sections, you can choose from eight different layouts, which can also be mirrored. For example, a section can be divided into two square tiles, one of which is divided into four more square tiles. Each of these tiles can be filled with a product, an image, a text and, depending on the size of the tile, a video. The rest of the content (such as the gallery) can only be applied to the entire width. To fill a tile, click on it, select the desired content on the right and follow the instructions.

brand store amazon

The contents in detail


If you want to insert a product into a tile, you can search for the ASIN or keywords to find the product. Product details can either be taken automatically from the product or entered manually (title and description). The arrangement of text and image can be swapped within the tile. You can decide if ASINS not in stock should be displayed or not. Products automatically link to the corresponding product detail page.


The minimum size of the image depends on the tile in which it is to be inserted.

Below you will find a list of the required sizes:

Full width: 3000 x 1500 pixels
Large tile: 1500 x 1500 pixels
Wide tile (large tile horizontally divided): 1500 x 750 pixels
Small tile: 750 x 750 pixels
The image is either uploaded or selected from the Asset Library. Optionally, you can add a title that appears at the bottom of the image and covers part of the image. Amazon recommends adding a link, e.g. to another page within the brand shop or to a product detail page. If a title has been added, a link must also be set.


Depending on its size, a tile can contain different numbers of lines, but there is no exact character limit. The possibilities for adapting the text are very limited. The text can be written in bold, lowercase and uppercase, and you can choose between left, middle and right text orientations. Font or font size cannot be adjusted. Here, too, a link is recommended, either to an internal shop page or to a product detail page.


A video can be uploaded or selected from the Asset Library. The following minimum sizes apply:

Full width: 1280 x 640 pixels
Large tile: 640 x 640 pixels
width tile: 450 x 320 pixels

The video must not occupy more than 100 MB of disk space. Supported file formats are AVI, MOV, MPG, MPEG, MP4, M4A, M4V and M4P. A title picture can be added for the video. Depending on the tile, the minimum sizes for images already mentioned apply.

Product Grid
Product grids can be created either automatically by keywords or manually. In the former, keywords are entered and matching products are inserted automatically, while in the latter, products that can be added to the grid are searched manually using an ASIN or a search term. Four products fill a row across the entire width. The order of the products can be adjusted later.

A gallery optionally gets a title and a description. Three to eight images or videos must be added to the gallery. Pictures need a minimum size of 1500 x 750 pixels.

Best Selling/Recommended Products
Both the display of the best-selling and the recommended products are generated automatically.

Recommended offers
If there are offers for your products, these will be automatically displayed and updated here.

Submission and review process

Once you have filled the brand shop with content to your satisfaction, you can apply for activation. To do this, click on the “Send for publication” button in the upper right corner of the Store Builder. Before you submit your brand shop, however, you should check it again for the following questions:

Are there any content that violates Amazon’s Brand Store Guidelines (see “Help” at the top of the Store Builder)?
Do the texts contain spelling or grammar mistakes?
Were the links set correctly?
Are the contents well displayed both on the desktop and on mobile devices (use preview functions)?
Are all new changes saved as drafts? Unsaved content will also not be sent for publication.
After these aspects have been checked, the store can be transferred to Amazon. The moderation of your brand shop may take a few days.

Is the success of an Amazon Store measurable?

Now your brand shop is online on Amazon, but does it bring anything? If you select “Merchant shop” in your seller account and then “Manage stores”, the brand shops you have created will be displayed. There you can select “Show statistics”. The start page gives you a rough overview of the success of your shop. For example, it shows the shop calls on a timeline, the top sources for traffic, the top sources after sales, the sales on a timeline and a table with details.

On the left side you can see the overview as well as the detail pages traffic, sales, pages and sources. With the help of these measured values, it can be seen whether the shop generates enough traffic and whether it generates sales. If the brand shop is rarely visited, it is also possible to boost traffic with the help of advertisements.


This article should make it clear that no professional know-how is required to create an Amazon Store for your own brand. After the store was published, the first thing to do was to observe how the traffic develops. If necessary, advertisements can be used at this point. But just because of the advantages of the brand shop compared to the standard display of other products, the possibility to create a brand shop should be used. In particular, since neither money nor much expenditure must be invested, in order to provide an attractive Store.

Tobias Dziuba

Mein Name ist Tobias und ich schreibe auf dieser Seite über Digitale Marketing Trends.

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