Amazon Stores: How to Design a Brand Store That Sells

An Amazon Store is your brand’s own space on Amazon. It has its own web address, no competitor ads, and as many pages as you need. Yet many brands build one in an afternoon, link a few products and never touch it again.

A well planned Store can turn ad clicks and outside traffic into real sales. Here is how to design one that works.

What is an Amazon Store?

Amazon Stores are free multi-page brand sites hosted on Amazon. Brand owners enrolled in Brand Registry can build them with a drag and drop builder, using templates and tiles for images, video, text and products.

Each Store gets an Amazon.com web address you can share anywhere, and it is the landing page for Sponsored Brands ads that point to your Store.

Plan the structure first

Think about how your shoppers choose. Do they shop by product type, by use, by size or by collection? Your page structure should match that.

• Home page. Your brand story in one glance, your best sellers and clear paths to each category.
• Category pages. One for each main product group.
• Best sellers or new arrivals. A quick way for shoppers to see what is popular.
• Gift or seasonal page. Useful in Q4 and around holidays.

Keep it simple. Three to six top level pages is enough for most brands.

Design tips

• Lead with a strong hero image. Show the product in use, with a short line about your brand.
• Keep text short. Shoppers skim. Use headlines and images to do the talking.
• Design for mobile. Preview every page in mobile view. Text on images must be large enough to read on a phone.
• Use shoppable images. Lifestyle images where shoppers can tap a product make browsing feel natural.
• Add video. A short video on the home page can explain your brand faster than text.
• Stay consistent. Use the same colors, fonts and style as your listings and packaging.

Drive traffic to your Store

A Store does not get much traffic on its own. You need to send shoppers there.

• Point Sponsored Brands ads to Store pages that match the keyword.
• Share your Store link in social media posts, emails and influencer campaigns.
• Your brand name link on every product page also leads to your Store, so keep your brand name consistent.

Measure and improve

Amazon’s Stores insights show visits, page views and sales by page and by traffic source. Use them to see which pages work and where shoppers drop off. Update the pages that do not perform, and refresh your Store with seasonal content a few times a year.

Common mistakes

• One long page with every product, no structure.
• Images with tiny text that cannot be read on a phone.
• Out of stock products featured on the home page.
• Never updating the Store after launch.

The bottom line

Your Amazon Store is free real estate with no competitor ads. Plan it around how shoppers choose, design it for mobile and keep sending traffic to it. If you want a team to design and build your Store, see our Brand Store and creatives service, or request a free audit.

FAQs

Is an Amazon Store free?

Yes. Amazon Stores are free for brands enrolled in Brand Registry.

How many pages should an Amazon Store have?

Most brands do well with three to six top level pages, organized by how shoppers choose products.

How do I get traffic to my Amazon Store?

Use Sponsored Brands ads that point to your Store, and share your Store link on social media, email and with influencers.