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Developing an Effective Brand Store on Amazon to Boost Sales and Traffic 

Developing an Effective Brand Store on Amazon to Boost Sales and Traffic 

Building a strong brand presence on Amazon is crucial for e-commerce businesses in today’s landscape. A Brand Store allows businesses to directly showcase their products, messaging, and brand identity to shoppers on the world’s largest online marketplace. 

In this in-depth guide, we’ll explore how to develop an impactful Brand Store experience on Amazon as well as strategies for leveraging it to drive increased sales, engagement, and conversions. 

What is an Amazon Brand Store? 

An Amazon Brand Store provides registered brands the ability to build a branded mini storefront within Amazon that lives at a custom URL like It gives control over layout, design, featured content and more. 

Some key aspects of an Amazon Brand Store include: 

  • Showcasing the full catalogue of brand products in one central  location 
  • Housing brand marketing messages, videos, photos and other supplementary content 
  • Guiding the look and feel through store templates that match your brand identity 
  • Ability to drive traffic from sponsored ads directly to the store URL 
  • Increased brand awareness and visibility when customers search for your brand 

Brand Stores provide an engaging, brand-focused experience compared to standard product listings alone. They allow storytelling capabilities beyond simple product details.   

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Developing an Effective Brand Store Strategy 

When developing a Brand Store, it’s important to have a clear strategic vision and goals in mind. Here are some key considerations: 

Focus on Educating Customers 

Use the store real estate to inform customers about your products, brand history and values. Feature lifestyle photography, video demonstrations or case studies highlighting product benefits. This helps build trust and loyalty. 

Highlight Your Full Product Catalogue 

Ensure all current and upcoming products are discoverable in one central hub. Make suggestions to upsell and cross-sell complementary items customers may not know about. 

Leverage Store Sections Effectively 

The store editor allows dividing content into sections and modules. Strategically place your highest converting products and most important messaging in prominent screen locations. 

Drive Traffic from Paid Ads 

Link sponsored brand campaigns directly to the store URL for bottom-of-funnel conversions. Consider retargeting customers who visited but didn’t buy. 

Optimise for Mobile 

Over 50% of Amazon traffic comes from mobile. Test your store design at different screen widths and prioritize key areas like the product carousel. 

Continually Refresh Content 

Keep the store fresh with new promotions, arrivals and timely featured sections. Test different content combinations to engage repeat visitors. 

Implementing an Effective Brand Store Design 

With the strategy in place, it’s time to design the actual storefront experience. Here are some best practices: 

Choose an Appropriate Template 

Select a layout that matches your brand’s aesthetic while still effectively displaying content. A/B test template variations if possible. 

Emphasize Strong Branding 

Ensure the logo, colours and fonts establish familiarity and build trust from the first impression. Consistency with other marketing is key. 

Optimize Images and Videos 

Follow Amazon’s specs for quality and dimensions. Adjust formats for desktop and mobile as needed. Add alt text descriptions. 

Use Modular Sections Strategically 

Place important modules in visible areas, like above the fold. Split secondary data into smaller sub-sections for readability. 

Highlight Featured Content 

Call special attention to valuable assets like hero images, top deals or new arrivals through sizing, colors or overlay text. 

Test Messaging and Calls-to-Action 

Evaluate which phrasings and buttons maximise desired outcomes like add-to-cart or newsletter signups. Continually test variations. 

With intentional design informed by strategy and consumer testing, your store can become a critical component of the Amazon customer experience and sales funnel. 

Leverage the Store for Maximum Impact 

Once live, fully integrate the store into your overall Amazon marketing approach: 

Link Sponsored Brand Ads to the Store 

Direct ads are sent directly to the most relevant landing page for conversions. Consider campaign exclusions to optimize spending.    

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Feature in On-Site Product Listings 

Include a prominent link from all your standard listings back to the central store hub for discovery browsing. 

Promote in Outside Marketing 

Routinely include the custom store URL in any external campaigns driving traffic to your Amazon listings. Measure attributable lift from each channel. 

Analyze Store Performance Reports 

Leverage Store Insights data to identify top- and bottom performing sections and assets. Continually test optimisation ideas based on analytics. 

Repurpose Assets in Other Marketing 

Top converting videos or images may have new life shared on owned channels like your website or social profiles. 

Refresh Based on Customer behaviour and Needs 

Keep your finger on the pulse by monitoring engagement signals and comments. Evolve the experience over time. 

Key Takeaways 

To summarise, creating an impactful Amazon Brand Store requires: 

  • Developing a solid strategic vision and goals beforehand 
  • putting into practice an analytically informed, intentional design
  • Leveraging the store as part of a holistic Amazon marketing approach 
  • Continually testing, learning from data, and refreshing over time 

A well-executed storefront positions your brand for increased visibility, customer education and heightened conversion rates on Amazon. Measurement and optimisation are key to maximising this important touchpoint over the long run. 


Q: How long does it take to set up a Brand Store? 

A: The setup process can generally be completed within 1-2 weeks after submitting your store design to Amazon for review/approval. Factors like asset preparation and template selection impact timelines. Working with an agency experienced in Amazon Brand Stores can help expedite the process. 

Q: What are the design limitations of a Brand Store template? 

A: Templates have constraints around the types/sizes of assets that can be included (e.g. image dimensions). Simple text formatting is allowed but no advanced styling. Stores also have module and section limits that must be considered in the layout. Knowing Amazon’s guidelines upfront is important for design. 

Q: How much does it cost to set up a brand store? 

A: There is no direct cost to building a brand store; it is included as part of selling on Amazon. However, factors like hiring an agency, asset creation, and paid media to promote the store may incur associated fees that vary based on the scope of work. Amazon also charges standard referral fees on sales attributed to the store. 

Q: What types of content should be included in a brand store? 

Effective content typically features product highlight/hero images, video demonstrations, lifestyle/value photography, new arrivals, top deals/bundles, brand story/value messaging, FAQs, and educational narratives. Customer reviews, social proof, and call-to-action buttons also boost engagement. Quality and organized assets are keys. 

Q: How do I track the performance of my brand store? 

A: Amazon provides Store Insights analytics accessible via Seller Central. Data includes page views, session duration, bounce rate and attributed sales. This helps identify top- and bottom performing sections to optimize. Third-party analytics and conversion tracking tags can also help measure attributable traffic and ROI from promotional campaigns. 

Q: What are some dos and don’ts of an Amazon Brand Store design? 

A: Do use high resolution, properly formatted assets. Do test different templates/layouts. Do promote the store URL consistently. Continuing to refresh content. 

Don’t overload the store with too much text. Don’t use unoptimized images. Don’t leave modules/sections empty. Don’t neglect mobile optimization. Don’t forget to A/B test designs and calls-to-action. 

Expanding the Brand Store Experience 

As the Amazon ecosystem continues to evolve, Brand Stores provide ongoing opportunities to enhance the shopping journey. Some ideas: 

  • Leverage Livestream capabilities for virtual product demonstrations 
  • Curate AR filters showcasing products in interactive 3D/360 views 
  • Integrate Customer Review Widgets to display social proof ratings 
  • Develop quizzes or interactive content to drive engagement 
  • Sync relevant email newsletter sign-up forms for lead generation 
  • Highlight community forums or customer support resources 
  • Promote affiliated external resources like a brand’s website 

With creativity and testing, Brand Stores can become powerful brands, sales hubs, and customer service hubs to enrich the Amazon experience at every touchpoint. Properly nurturing these storefronts remains crucial for multi-channel success. 

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