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What is Amazon Brand Store & Why it is Important for Your Business?

Let’s assume you are doing pretty awesome on Amazon. You’ve optimized your listing, ran some Amazon PPC ads, and generated plenty of sales. Now what? If you want to keep up with that momentum of your sales there is one thing you should definitely do next: Create an Amazon Brand Store!


It’s a stellar way to showcase your products and will help you maintain a professional brand-like reputation and presence on Amazon.

For starters think of it as a mini-website of your retail business but on Amazon.

It’s a great Amazon advertising strategy to go for if you have some complementary products to sell alongside regular ones.

Ready? Let’s get started.

What is an Amazon Brand Store?

Amazon Brand Store is a free content feature for vendors and sellers that lets you create your own branded online store on Amazon and showcase a collection of your products.

It provides a great shopping experience for buyers thanks to its brand-centric appearance.



Why Create an Amazon Brand Store?

What makes it crucial for having an Amazon Brand Store for your business is brand presence. You get to maintain your brand reputation on the world’s most popular marketplace.

A stronger brand identity gives you more visibility which further helps you dominate your niche in a competitive market.

Benefits of Having an Amazon Brand Store for Businesses

There are plenty of advantages to having an Amazon Brand Store and will add plenty of value to your business.

Here are some:

1) It helps you come across as a genuine brand

When you showcase your products on your Amazon Brand Store, people are more likely to see you as a genuine brand rather than some reseller selling cheap products. This adds to your credibility and helps you make more sales in the long run.

2) It helps find multiple products on the same page

Amazon Brand Store is great if you have a variety of products to sell. It helps you organize all your products in one place and gives a seamless shopping experience to your customers. Selling footwear, apparel, or tech gadgets? Just set up a store and display all your products. You also have a great chance of making more sales as customers can buy multiple products straight from one place.

3) It helps you uptick your organic rankings on Amazon

Brand Store pages don’t just bring some good traffic and sales but they also help you rank organically on Amazon. If you have a Brand Store for your Amazon business then you can boost your rankings in search results and outperform your competitors.

4) Helps you market new products to already existing customers

This is an added benefit that you get when you build a Brand Store on Amazon. Not only you are able to market products to new customers but also pre-existing ones. You can share your Brand Store on social media and let your followers know about the latest products.

5) Allows a smoother mobile shopping experience

Did you know that your Brand Store can be optimized for mobile devices? This makes it easier for shoppers to buy your products straight from their phones. Thanks to enhanced responsive design your products look as beautiful as they would on a desktop screen.

6) It can be used as a landing page on Amazon

Instead of creating a separate landing page for your products,  you can also use your Brand Store as a dedicated landing page on Amazon. You can use Sponsored Brand ads to redirect your customers to your Brand Store and let them shop your exclusive range of products straight from your store.

How To Set Up Your Amazon Brand Store

To set up and start your Amazon Brand Store, do the following steps:

1. Register for Amazon Brand Registry

To be able to sell your products on the store you will first need to get yourself registered to Amazon’s Brand Registry.

Before you register, make sure you have the following things:

  • Your brand’s registered trademark to be used on your products.
  • Valid proof that you are the rights owner of your trademark.
  • Your Amazon account. (If you don’t have one you can create one for free.)

Register your brand by meeting the above requirements and you will get access to the features of Amazon Brand Registry.

2. Craft Your Store Homepage and Pick Layout

After registering, log in to your Seller Central account and find the ‘Stores’ option from the menu. Underneath it, pick ‘Manage Stores.’ This will take you to the store page creation process.

Once you are shown the eligible brands, pick the one for which you want to create the store page.


You will then be asked to pick your homepage layout. Pick the relevant template that will best display your products.

3. Create Relevant Pages for Your Store

Now that you have the homepage layout in place, it’s time to create pages for your products.

You can create different pages for different purposes such as pages for best-selling items, pages based on categories, pages for discounts, etc.

Keep the flow simple and easier to navigate for your customers.

4. Create Content Tiles to Add to Your Store


With the pages and layout ready, your next job is to place the content tiles on each page. These are like content snippets that appear on the Store page which customers interact with.

There are various types of content tiles you can add which include the Header, Text, Image, Video, Gallery, Product, etc.

Use them to make your Brand Store come alive.

5. Add Your Product

After adding your tiles the next thing you have to do is add your products to the pages created earlier.

You can easily add products by picking the right Amazon Standard Identification Number (ASIN) for each product.

Add in all the essential products you want to be displayed on your Brand Store.

6. Send it for a Review

Once everything is complete, the final step would be sending your store page for review.

Make sure you preview your store page correctly for errors or other inconsistencies so that it doesn’t get rejected by Amazon.

Once approved by Amazon, you’re all set to use your Brand Store.

Amazon Brand Store Examples

If you really want to understand how Amazon Store works then there’s nothing better than checking out examples from different brands.


Canon, one of the world’s most popular image and optics manufacturer, does a splendid job with their Brand Store.

They use a simple layout for their Store which showcases their newly arrived products, categories, and their best sellers.

The high-quality content tiles are also eye-catching and with a concise call-to-action make it easier to navigate to different internal store and listing pages.


The next example is from ClearLice, they manufacture lice treatment and prevention products such as shampoos and conditioners made from natural ingredients.

Our creative and marketing team worked together with ClearLice to set up their Brand Store on Amazon.

We created a clean yet keyword-rich Store Page which features two major categories of their products, their major USPs, and a selection of their best selling products.

The Store Page helped ClearLice grow their sales with 4X boost in ROI and come across as a brand.


Another Brand Store that caught our eye was of Seiko.

The Japanese watchmaker uses high-quality product images of their watch range which includes watches for both men and women.

The use of high-quality image content tiles helps grab the attention of customers and take them to their inner product pages.

The simple structure of their Store makes it easier for their customers to find relevant products with ease.

You can use a similar layout if you have a wide variety of similar products.

Make sure you also take advantage of good image content tiles to bring a vibrant look to your Store page.


Final Thoughts

As you might have guessed by now, creating an Amazon Brand Store can bring some serious value to your business.

It’s free, interactive, and can take you from being a regular seller to a recognized brand on Amazon.

While brand store creation does take some time and effort, it’s absolutely worth it, especially if you want some good revenue.

Need some help creating your own Brand Store? Or a robust Amazon marketing strategy that generates conversions and sales? We’re ready when you are.

We are a digital advertising agency ourselves that has helped companies set up their business on Amazon. Our marketing team knows their way around Amazon tools and strategies and can help you achieve your sales targets.

Get in touch with us and let our experts do it for you.CHECK OUT OUR AMAZON SERVICES