Amazon Brand Store: Your Free Storefront
A Brand Store is the one place on Amazon where you control the whole experience — no competitor ads, no distractions. It’s also the best destination for your Sponsored Brands traffic.
An Amazon Brand Store is a free, multi-page storefront that lets brands showcase their full catalog in a competitor-free environment. It requires Brand Registry, serves as the destination for Sponsored Brands ads and Store Spotlight, and gives you a dedicated URL you can send both ad and external traffic to. A strong Store lifts conversion and is essential for events like Prime Day.
01What a Brand Store is
A Brand Store is a free, self-service multi-page storefront on Amazon, built with a drag-and-drop tile system, that showcases your brand and full product range on its own dedicated URL (amazon.com/yourbrand). Unlike a product page, it has no competitor ads and no distractions — it’s entirely your brand’s space to tell a story and organize products the way you want.02Why it matters for advertising
The Store is central to your ad strategy in three ways: it’s the highest-converting destination for Sponsored Brands clicks, it powers the Store Spotlight ad format, and a dedicated Store subpage is a key asset for Prime Day and other events. Sending ad traffic to a curated Store rather than a single product page often lifts conversion and average order value.03Requirements and how to build it
You need Brand Registry to create a Store. Build it in the Store builder using pre-set templates and content tiles (image, text, product grids, video), then submit for Amazon’s review before it goes live. No coding is required — it’s entirely visual.04Store structure
A good Store has a homepage plus category subpages — for example, one page per product line or use case. This hierarchy lets shoppers navigate to what they want and gives Store Spotlight ads distinct subpages to feature. Keep navigation clear and shallow so nothing is more than a click or two away.05Best practices
- Clear homepage with strong hero and navigation
- A subpage per product line or use case
- Lifestyle imagery and benefit-led copy
- Bestsellers and new arrivals featured up top
- Mobile-friendly layout (most traffic is mobile)
- Refreshed for seasons and events
06Stores insights
The Stores insights dashboard shows Store traffic, views, sales, and where visitors came from (ads, Amazon organic, or external sources). Use it to see which subpages and traffic sources convert, and to justify sending more ad and off-Amazon traffic to the Store.07Using the Store in campaigns
Point Sponsored Brands Product Collection ads to a relevant Store page, run Store Spotlight to feature subpages, and use tagged Store URLs with Amazon Attribution to drive external traffic (social, email) into the Store — which can also unlock the Brand Referral Bonus.- A Brand Store is a free, multi-page, competitor-free storefront on its own Amazon URL.
- It requires Brand Registry and is built with drag-and-drop tiles, no coding.
- It’s the best destination for Sponsored Brands traffic and powers Store Spotlight ads.
- Structure it as a homepage plus category subpages for navigation and Spotlight ads.
- Use Stores insights to see what converts, and tag URLs to drive external traffic.
Frequently asked questions
What is an Amazon Brand Store?
It’s a free, multi-page storefront on Amazon that lets a brand showcase its full catalog on a dedicated URL in a competitor-free environment. It requires Brand Registry and is built with a drag-and-drop tile system — no coding needed.
Is an Amazon Brand Store free?
Yes, creating and hosting a Brand Store is completely free. You only pay for advertising if you drive paid traffic to it; the storefront itself has no cost.
Do I need Brand Registry for a Brand Store?
Yes. You must be enrolled in Amazon Brand Registry to create a Brand Store. Brand Registry is also required for Sponsored Brands ads that link to the Store.
Why is a Brand Store important for advertising?
It’s the highest-converting destination for Sponsored Brands clicks, it powers the Store Spotlight ad format, and a dedicated Store subpage is a valuable asset for events like Prime Day. Sending ad traffic to a curated Store often lifts conversion and order value.
How do I measure Brand Store performance?
Use the Stores insights dashboard, which reports views, sales, and traffic sources (ads, Amazon organic, and external). It shows which subpages and sources convert, helping you decide where to send more traffic.
Or return to Module 4: Sponsored Brands or the course hub.