What is an Amazon Brand Store? How to Create Your Own Amazon Shop

Especially on Amazon, it is challenging to establish proper branding and create brand recognition. While A+ Content allows for individual customization of product detail pages, its impact on branding is rather limited. Therefore, the online giant gives sellers of registered brands the opportunity to set up their own Brand Store on Amazon, effectively opening a “shop within a shop.”

Thanks to the helpful tools and templates, you don’t even need extraordinary design skills to set up a professional store. How to create your Amazon Brand Store and what to consider in the process can be read here.

What is an Amazon Brand Store?

Brand owners are given the opportunity to create their own brand shop. You can set up a store according to your own vision, where you consciously showcase your brand and products.

In this example, the Apple Brand Store on Amazon can be seen:

The large Apple logo in the header immediately lets the customer know which brand it is, and they can navigate to the various product categories in the navigation bar to find the desired products. The most popular products are also prominently featured on the homepage. An Amazon Brand Store is essentially your own little online shop on the marketplace.

Another advantage is that there are no distractions from competing products. While the product detail page in the familiar Amazon environment may also display ads from competitors’ campaigns, the Amazon Brand Store belongs solely to you. Comparable offers from competitors are not listed there.

Attention: First, register your brand in the Amazon Brand Registry. Only once this process is complete can you open a storefront on Amazon. You can learn how to proceed with registering your brand here: How to Benefit from Amazon Brand Registration.

How do I create an Amazon Brand Store?

As a brand owner, you can create your own Brand Store on Amazon for free. To do this, log in to Seller Central and select the “Stores” section from the dropdown menu. Finally, click on “Manage Stores.”

Now you can create the Amazon Brand Store. First, you need to provide some information, such as the brand name and a brand logo. Then, choose whether you want to use the standard version with regular-sized product images or the “Tall” product grid, which allows for larger item photos. The latter is especially suitable for products with many details that need to be clearly visible.

Additionally, a header is created that is displayed at the top of your storefront. It consists of an image, the brand logo, and the navigation bar that will guide users through your pages. With different pages, you can represent various product categories, for example:

The brand Philips Avent offers a wide range of baby products – from baby monitors to baby bottles to pacifiers. When a customer clicks on the Baby Monitors category in this Amazon Brand Store, they receive an overview of the various offers – from the affordable entry-level model to the high-tech device for a whopping €220.

This division into different pages makes it easier for customers to keep track and thus improves the shopping experience. If all of Avent’s products were displayed directly on the first page, the selection would simply be overwhelming and, above all, confusing. After all, someone looking for a pacifier does not want to have to wade through an army of bottles and baby monitors first.

The stationery manufacturer ONLINE goes even further and has added subpages in addition to the main pages:

The selection of writing tools is likely much larger than that of baby accessories. On the main page “Creative,” there are subpages like “Brush Pen” and “Calligraphy Sets.” These subpages contain the products.

As with Avent, the division into pages and subpages serves to provide clarity, allowing customers to quickly and easily find the products they are looking for and have a good shopping experience.

Once you have established a structure, you can easily create it using pre-made templates and edit it via drag and drop. In addition to text, you can also use videos and images to tell your story. This way, you can even showcase your products in action.

Building the Amazon Brand Store: Templates

Some online sellers do not create an Amazon shop because they believe the setup is difficult. The opposite is true: to design your own store, Amazon provides you with three templates that allow you to quickly and easily create a professional page. The content of the templates can be customized to your liking. Individual tiles within the templates can be moved, removed, or newly added. However, if you prefer to design your page yourself, you can also use a blank template and fill it with elements such as images, products, or text.

Since the templates serve different purposes, you should decide in advance what you want to achieve with a page. Do you want to provide an overview or showcase many individual products? Therefore, first determine the intention of the page and then choose the template that best reflects this.

Marquee (Entry)

This template is designed as an entry page. It provides space for text and images that illustrate your offerings. Short texts that describe the purpose of the page are suitable here. You can use this template as a homepage to roughly present your offerings, similar to how it is done in the Amazon Basics Brand Store:

A short text presents the core message of the brand, while additional images guide the reader to the corresponding categories.

Showcase (Product Presentation)

Here, the focus is on showcasing the products and the associated content. With minimal text and many (product) images, you can highlight what this Amazon Brand Store has to offer.

Product Grid (Product Grid)

This template displays selected products in a grid view. Therefore, it is suitable for subpages where customers can choose which product they want to purchase.

Good to know: You do not necessarily have to rely on one of the three templates. Instead, you can also choose the “Blank” template and design your store from scratch.

Building the Amazon Brand Store: Adding Products

Once the structure of the pages has been established and you have chosen a page template, you can fill the new Amazon shop with content.

For this, “tiles” are used. These determine the size of the displayed content. A tile can either fill the entire width of the page or only a small part, such as a quarter. To illustrate this, take another look at the examples above. The header from Avent or ONLINE takes up the entire width of the page, while the shoes from Vans only occupy one-fifth each.

The tiles in your Brand Store can be filled with different content depending on their size. In addition to media formats like images or videos, you can also insert product grids. This will display information such as product name, image, Prime logo, and star rating. When customers click on one of the offers, they are directed to a dedicated product detail page.

You can easily add products using the search function by entering ASINs or keywords. Even lists with up to 500 ASINs can be used to add products.

Bestsellers, Recommended Products, and Deals

You can also use a bestseller tile to automatically display five products at once that are the best-selling and associated with your brand. You also have the option to use a tile for recommended products. This way, buyers are shown additional products from your portfolio that they may also be interested in based on their purchase history. For both types of tiles, it is important that they can only be used if your offering includes bestsellers or recommended products.

If you want to offer your customers special deals, you can also showcase this in your Brand Store on Amazon. For this, you select up to four products per row in the corresponding tile to display there – the fewer products you show, the better you can highlight the respective offer. The tiles for recommended deals are only available for the duration of the promotion and are automatically deactivated once the period has expired. Note that Amazon only displays time-based deals such as “Deal of the Day” or “Best Deal” here; coupon promotions are excluded from this.

Summary: How to Create an Amazon Brand Store?

Creating a Brand Store is quite simple. You don’t even need a designer on your team. You just need to have professional product photos and sales texts ready.

Amazon Brand Store – Guidelines: What to Consider

Once you have created your Brand Store on Amazon, it will be checked within 72 hours. The online giant verifies whether you have adhered to the guidelines for store listings as well as the general guidelines of the e-commerce giant.

Listing all Amazon guidelines for Brand Stores would exceed the scope of this blog article, but we would still like to provide you with the most important ones.

First of all, each page must contain at least one additional tile besides the header. The maximum number of 20 sections must not be exceeded. Additionally, some tile types may only be used in limited quantities:

Basic tiles are available in four sizes. It is important to note that some content can only be displayed in certain sizes. For example, a product grid can only be presented in the largest size “Full Width,” while images are available in all sizes.

If you want to use media content such as images and videos for your Brand Store on Amazon, these must also meet certain minimum requirements. For instance, images should have a minimum size of 750 x 750 pixels, and videos should be at least 450 x 320 pixels. The larger the corresponding media content is to be displayed, the higher the resolution must be.

You can find additional requirements for your Brand Store on Amazon on the help pages.

Tips for Your Amazon Brand Store: Best Practices

With Brand Stores, you have the opportunity to enhance your branding and convey your brand message. Therefore, you should maintain a consistent theme here. Choose colors, images, and videos that align with your brand and, of course, with each other.

In general, it is advisable to use visual stimuli strategically when setting up your Amazon Brand Store, as these are more effective in attracting potential customers and capturing attention quickly. Ensure that the images are meaningful and support your message. For example, if you are selling a wellness product, images that convey relaxation would be appropriate.

Especially for your header image, you should aim for the perfect picture, as it is the first thing customers will see from your Amazon shop. It should effectively represent your brand image and include your logo.

Speaking of images: Ensure high quality and have them taken by a professional photographer – blurry, unfocused images appear extremely unprofessional and certainly do not inspire confidence in the quality of your goods.

Of course, no Brand Store on Amazon is complete without text. These should be as concise and informative as possible. It is best to focus on the key points, as readability is the priority here.

In just a few words, you can emphasize your decades of experience in the industry and appeal to a large target audience.

Since an Amazon Brand Store can be found through Google, you should also pay attention to the proper use of keywords when creating your texts. This can increase visibility on Google and thus the traffic to your shop. In turn, this boosts your sales figures.

Conclusion: This is How Branding Works on Amazon

In short: An Amazon Brand Store provides you with extensive branding opportunities within the marketplace environment. Each store has its own URL, allowing you to also run advertising outside of Amazon.

With the templates and the simple tile system, you don’t need to be a designer to build a professional Amazon Brand Store. Certainly, such a store cannot be created in two minutes, but the effort is compensated by the fact that no competing products are offered or advertised in your store. Additionally, you can fill your store with your own colors and images and tell your own story. This strengthens customer awareness of your brand, significantly increases the chances of customers purchasing from you again, and enhances customer loyalty.

Frequently Asked Questions

Image credits in the order of the images: © stock.adobe.com – Ruth / Screenshots @ Amazon