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The aim of this article is to Creation of an Amazon Storealso known as a brand store or brand store. Anyone who sells products from their own registered brand on Amazon already has the advantage of being able to use Enhanced Brand Content (EBC) and thus enhance the product descriptions with additional content such as Images and comparison tables more individual and appealing. An Amazon Store for your own brand offers a further Promising opportunityto highlight and promote its own brand. In this Contribution you will find information on what exactly an Amazon Store is, what advantages it offers and a detailed guide to creating such a brand store.

What is an Amazon Brand Store?

The Amazon Store offers the opportunity to present your products in your own brand store on Amazon. The store is structured like a small website that can be equipped with several pages and subpages. These pages can be filled with text, images, videos and products, among other things, using ready-made modules.

The store can be used both within Amazons through advertising campaigns as well as outside, for example on your own website, or appear in Google search results. Due to Google indexing, it is not wrong to pay attention to relevant keywords for your products when creating the store. The Brand Store is also achieved when a potential customer clicks on the brand name on the product detail page of one of your products. If there is no brand store, other products from the brand are presented instead. In contrast to the brand store, no influence can be exerted on this product display.

What are the requirements for an Amazon Store?

Vendors should be able to use the option of creating a Amazon Stores This is not new for sellers, as they have been able to create corresponding stores for some time now. As a seller, on the other hand, you must have a registered trademark that has been registered and accepted via the Amazon Brand Registry. If one of these two requirements is met, the creation of your own Amazon Stores basically nothing stands in the way. If a seller sells several of their own brands on Amazon, a separate Brand store be created.

What advantages does an Amazon Store offer?

In the following, we will take a closer look at why creating your own brand store can be worthwhile.

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

Individual contents: A dedicated brand store offers the opportunity to present special features and Unique selling points of the brand through individual and appealing content and thus establish a connection with the customer.

Advertising for your own products: Existing customers can be made aware of additional and new products via the store, while new customers can get a structured overview of the range.

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

The brand store, on the other hand, offers Sellers the possibility of optimizing and structuring the presentation of products. For example, a clothing brand can structure its store according to the different clothing categories so that a customer who wants to buy a sweater does not have to search for a long time. It is also possible to influence which products are displayed and how prominent they should be. If a product is considered to be particularly relevant, it can be placed directly on the homepage, for example. Furthermore, the Brand Store The possibility of products from other brands making it into the list is ruled out.

These advantages all speak in favor of taking advantage of the opportunity to open an Amazon Store for your own business. Brand if the requirements for this are met.

Creating an Amazon brand store - step by step

Open the Store Builder

To create your own brand store on Amazon, you must first log in to your seller account. Then click on "Manage stores" under the "Merchant store" tab. Your own brands for which an Amazon store can be created are now displayed there. Click on "Create/edit store" to the right of the relevant brand to go to the Store Builder.

Make store settings

First, you need to make a few store settings. You will be asked to enter the desired brand display name, or to change it if you want a different display name, as Amazon initially adopts the brand name automatically. This Display name is shown in the Store URL and the breadcrumb navigation of the store. In addition, a brand logo must be uploaded that is at least 400 x 400 pixels in size. This will be used to promote the store on Amazon.

Tags for the asset library can optionally be entered for each image. The library saves the images that are uploaded to the store so that they do not have to be uploaded again if they are used multiple times. The tags are used to Findability within this library. In the last step, you must decide whether or not the logo should be displayed in the hero area of all pages and subpages of the brand store. These settings must first be made in order to start designing the store, but they can still be adjusted and changed later.


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Create homepage

The next step is to create the start page of the brand store. To do this, a short meta description must first be entered for this page. A meta description is also required for all other subpages. You can now select one of the templates. The templates have the arrangement of the various Elements have already been defined so that they only need to be filled with content. The templates Marquee (suitable for brand history and categories), Highlight (suitable for presenting a flagship product) and Product grid (suitable for the simple presentation of products) are available to choose from.

Alternatively, the Empty template can be selected. With this variant, the individual elements and their arrangement can be determined by the user. The design of a blank page is also very simple and no programming knowledge or similar is required. Once a template has been selected, the start page is displayed with a blank Hero areaand, if applicable, the brand logo and the Home tab. The content of the page is either empty or contains the fields to be filled in the template.

Building a page structure

Now you can use the Design homepage or create a structure first by creating all the subpages that your brand store should have. The latter has the advantage that you can link directly to the other pages of your store when designing the pages later.

All pages that are created next to the homepage (first level) are automatically created as subpages of the homepage (second level). The start page itself and these pages are linked at the top of every page in the store under the hero image. It is possible to go one level deeper and Subpages for these pages (except for the start page). However, more than these three levels are not possible.

hero image

On the left side of the Store Builders is the page navigation. 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 subpages of this page. If you want to create subpages at the third level, you must ensure 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 minimize the possible Structuring to illustrate this, here is an example. A seller who sells their own clothing brand on Amazon could create the Clothing, Editions and Accessories pages next to the homepage. All four are linked below the hero image. Subpages can now be created on the third level, such as the Socks, Bags and Caps pages as subpages of the Accessories page. If third-level pages are created for a second-level page, a link is created next to the Linking an arrow is displayed below the hero image. If you click on it, the corresponding Subpages displayed.

hero image

Here are some practical tips for structuring a brand store:

  • If you have a web store outside of Amazon for the Brand you can use it as a guide and adapt your Amazon Store both visually and structurally. This also preserves the recognition value of your brand.
  • You can take a look at the brand stores of well-known brands on Amazon and be inspired by their design.
  • Let yourself be guided by well-structured Brand stores inspire people who sell similar products on Sell on Amazon like you.
  • Categories that you can consider depending on the products include theme-oriented categories (such as clothing, women, men, etc.), bestsellers, offers or new products.
  • If you plan to advertise your store, it is a good idea to offer landing pages for the product areas you want to promote. This way you can Probability increase the chances of potential customers finding what they are looking for in your store.

Design of the pages

After the Page structure of the brand store, you can now start designing the pages. First, a hero image with a minimum size of 3000 x 600 pixels can be added. This can contain the brand logo, for example (in which case it is no longer absolutely necessary to display the logo that was uploaded in the settings at the beginning due to the duplication) or an appealing image that represents the brand. A different hero image can be selected for each page.

Depending on which templates have been selected, the predefined fields can now be filled with the corresponding content, or fields can be arranged and then filled.

TipThe Help and Preview tabs are located above the Store Builder. Under Help you will find the defaults and Guidelines for creating an Amazon Store as well as sample stores for orientation. Under Preview, you can view your store in desktop or mobile view at any time to see how it will be displayed to potential customers.

Design of a blank page

Choosing blank pages as a template should not deter anyone, because they offer more Freedom The design of the pages is already quite limited and the arrangement of the content is very simple. Content can either be inserted across the entire width (product, image, text, video, product grid, gallery, best-selling products, recommended products or recommended offers) or a section can first be subdivided and then filled.

When dividing the sections, you can choose between eight different layouts, which can also be used in mirrored form. For example, a section can be divided into two square tiles, one of which in turn can be divided into four further square tiles. Tiles is subdivided. 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 remaining content (e.g. the gallery) can only be applied to the entire width. To fill a tile, click on it, select the desired content on the right-hand side and follow the instructions.

Amazon Brand Store setup

The contents in detail


If you want to add a product to 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 whether out-of-stock ASINS should be displayed or not. Products automatically link to the corresponding product detail page.


The Minimum size of the image depends on the tile into 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 divided horizontally): 1500 x 750 pixels
  • Small tile: 750 x 750 pixels

The image is either uploaded or selected from the asset library. Optionally, a title can be added, which is displayed 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 store or 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 customization options for the text are very limited. It can be written in bold, lowercase and uppercase as well as between the Text alignments left, center and right can be selected. The font or font size cannot be adjusted. A link is also recommended here, either to a Shop-internal page or 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
  • Tile width: 450 x 320 pixels

The video must not exceed 100 MB storage space take. The following file formats are supported: AVI, MOV, MPG, MPEG, MP4, M4A, M4V and M4P. A title image can be added to the video. Depending on the tile, the minimum image sizes already mentioned apply.

Product grid

Product grids can either be created automatically keywords or manually can be created. In the former, keywords are entered and suitable products are automatically inserted, while in the latter, an ASIN or search term is used to manually search for products that can be added to the grid. Four products fill a row across the entire width. The order of the products can be subsequently adjusted.


A gallery is optionally given a title and a description. Three to eight images or videos must be added to the gallery. Images require a minimum size of 1500 x 750 pixels.

Best-selling/recommended products

The display of both the best-selling and recommended products is generated automatically.

Recommended offers

If offers exist for your products, they are automatically displayed and updated here.

Submission and review process

Once you have filled the brand store with content to your satisfaction, you can apply for activation. To do this, click on the "Submit for publication" button at the top right of the Store Builder. However, before you submit your brand store, you should check it again for the following issues:

  • Is there any content that violates Amazon's guidelines for brand stores (see "Help" at the top of the Store Builder)?
  • Do the texts contain spelling or grammatical errors?
  • Have the links been set correctly?
  • Is the content displayed well on both desktop and mobile devices (use preview functions)
  • Are all new changes saved as a draft? Unsaved content is also not sent for publication

Once these aspects have been checked, the store can be handed over to Amazon. The moderation of your brand store can take a few days.


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Is the success of an Amazon store measurable?

Now your brand store is online on Amazon, but is it any good? If you select "Merchant store" and then "Manage stores" in your seller account, you will see the brand stores you have created. There you can select "Show statistics". The start page gives you a rough overview of your store's success. For example, it shows the store views on a timeline, the top sources of traffic, the top sources by sales, the sales on a timeline and a table with details.

In addition to the overview, the detailed pages Traffic, Sales, Pages and Sources can also be called up on the left-hand side. These metrics can be used to see whether the store is generating enough traffic and whether it is generating sales. If the brand store is hardly visited, it is also possible to boost traffic with the help of advertisements.

Conclusion - Create Amazon Brand Store

This article should have made it clear that no professional know-how is required to create an Amazon store for your own brand. After the store has been published, you should first observe how the traffic develops. If necessary, advertising can be used to help at this point. However, due to the advantages of the brand store alone compared to the standard display of additional products, the option of creating a brand store should be used. Especially since neither money nor a lot of effort needs to be invested to create an appealing store.

Video: How to create an Amazon Brand Store



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What advantages does an Amazon Store offer?

Advertising for own products, individual content, communication of brand messages, cross-sale potentials

Who can create an Amazon Store?

The Amazon Brand Store can only be created by sellers with a registered brand.

What does an Amazon Brand Store cost?

The creation of an Amazon Brand Store has no direct costs. However, there may be costs for image creation or content creation.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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