Amazon Brand Store Guide

December 1st, 2022

Standing out in a sea of competition can be challenging. To succeed in the world of ecommerce, creating a name for yourself requires time and dedication. Fortunately, Amazon supports its sellers by offering a variety of tools that can help you show the world what you’re made of. Making the most of these resources may be optional, but they can serve as an important step toward establishing a memorable presence.

Amazon remains the most popular platform for ecommerce. We live in a world where a growing percentage of retail sales are occurring online. Thus making it hard for businesses to ignore this opportunity. Thankfully, Amazon has made it a policy to create tools for brand owners that make it easier to market their catalog of products online. One of those tools is allowing brand owners to create an Amazon Brand Store.

What is an Amazon Brand Store?

Amazon Brand Stores allow merchants to set up an online storefront for free. These multi-page websites are hosted by Amazon, featuring a unique URL and links that take shoppers directly to product pages. Here, brands can showcase their most important and enticing information and encourage shoppers to explore more about what they have to offer.

Getting started is easy, with pre-made templates and custom layouts that are both visually appealing and informative. Brand Stores allow you to add images, videos, text, shoppable links, and more. From product features to About Us sections, FAQ’s and beyond, these storefronts allow you to show buyers who you are, what you do, and why it matters.

Who's Eligible?

Setting up an Amazon Brand Store is a great way for companies to speak to their audience and promote their full range of products. The Amazon Stores option is available only to brand owners and vendors who sell on Amazon and are registered with the Amazon Brand Registry program.

Amazon Demand Side Platform (DSP) sellers can also build a Store, but they are required to have an advertising account that is separate from their Amazon DSP account. The creative guidelines and benefits are the same and are typically reviewed by Amazon within 24 hours of submission.

Business owners who own one or more of the brands they sell can register them with Amazon to get started. However, those who only resell other brands are best off sticking with Seller Profiles and regular Amazon URLs.

Amazon Brand Store Seller Benefits

In the past, brands could only create product pages within the context of Amazon Marketplace’s general aesthetic. This made it difficult for sellers to differentiate their products from the competition. However, with an Amazon Brand Store, business owners can personalize their store with design elements that match their branding. They can add multimedia and link to their social media accounts to create a fully branded online shopping experience.

With an Amazon Store, business owners can:

Personalize their store to create cohesive content
Add visually appealing multimedia
Link to their social media accounts
Create a fully branded online shopping experience
Showcase their full catalog in one place
Organize their products with dropdown menus
Link back to the product detail pages to increase sales

Brand Stores also help you gather more data through Amazon Analytics. You can view engagement, traffic sources, visits, sales, and more. This information can help you understand who your customers are, making it easier to create user-friendly content. With all the competition on Amazon, having a strong Brand Store can help you stand out, increase conversion rates, and draw in repeat customers.

Stores with 3 or more pages have an 83% higher shopper dwell time and 32% higher attributed sales per visitor, according to Amazon.

Amazon Brand Store Guide: Frequently Asked Questions

It’s not uncommon for business owners to feel overwhelmed by the amount of work it takes to set up a well-designed Amazon Brand Store. To make the most of your Brand Store, it’s important to review and update your content regularly. Recently updated Stores gain more repeat visitors and higher sales.

Whether you’re enlisting expert help or getting started on your own, understanding the basics first can make the process seem much less scary. Get started by finding answers to some common questions asked about Stores in this Amazon Brand Store Guide:

How much is an Amazon Brand Store?

Qualifying brand owners and vendors who already have professional seller accounts can create and maintain Amazon Stores for free. Those who are new to the platform should keep in mind that a professional seller account does come with a monthly fee. It’s currently $39.99 no matter how many units you sell.

What steps do I need to take to create an Amazon Brand Store?

Log into your professional seller account
If you are just getting started selling on Amazon, you will need to first create a professional seller account. The approval process can take a few days as Amazon verifies the seller’s information.
Apply for Amazon Brand Registry
If you are not already enrolled in the Brand Registry program then it's time to apply. Once a seller account has been completed, business owners should apply to the Amazon Brand Registry (ABR) program. Only sellers who have at least one registered brand can open an Amazon Store.
Assign ASIN or UPCs
Products need to have Amazon Standard Identification Numbers (ASINs) or UPCs assigned to each item. These identification numbers are how businesses upload all of their products at once to the Amazon Brand Store, making the task easier and faster.
Create an Easy-to-Navigate Plan
It’s best to establish page hierarchy before adding unique content to each page or uploading products. Pay attention to detail when constructing pages and make sure to create an easy-to-navigate store. Content can be uploaded to each page using content tiles, which can consist of product grids, galleries, videos, images, titles, and navigation tools.
Create Your Store
Sign into your professional seller account. Go to the Stores menu and select Manage Stores. Amazon will provide a list of qualifying brands and guide brand owners through the process of creating a homepage using one of the templates or themes. Store owners can create additional pages for best-selling products, discounted products, or product categories.
Check Your Work
Before submitting the Brand Store to Amazon for review, carefully check each page. Look for spelling and grammatical errors, navigation issues, branding or image inconsistencies, issues with pages’ mobile layouts, and other potential pitfalls now. Store owners can’t make any changes while their stores are under review, and this process can take several days.
Amazon Review
Once the Brand Store is complete it's time to submit the Amazon Brand Store for review.

What Are Amazon Insights?

Selling on Amazon certainly has it’s perks. Amazon Store Insights is an analytics tool that helps sellers launch, sell, and develop new products. It provides metrics by page and traffic source. Store owners can check daily visitors and view totals, estimate total sales and units sold, and see the average number of unique pages viewed by each store visitor. This data can be accessed from the Store main page.

This global research program sends premade multiple-choice questions to consumers based on their purchase behavior and product opinion. Sellers can also create custom questions to get customer feedback on existing products or upcoming launches.

Amazon Insights shows sellers what is and isn’t working on their Brand Store. It gives business owners an idea of who is visiting their Store and what they’re doing when they get there. Insights can measure traffic from Amazon Sponsored Brand ads, internal organic traffic, and custom source tags. The rest of the traffic to the page will only be labeled “other.”

Tips for Creating an Exceptional Amazon Storefront

Amazon has made it relatively easy for brand owners to set up custom Brand Stores on their platform. There’s a lot of competition, so it’s important for new users to gain a competitive edge. Follow these tips from our Amazon Brand Store Guide:

Customize your Amazon Brand Store with your own branding and quality information to help consumers make an educated buying decision
Showcase best selling products and be sure to organize your entire catalog by adding new pages and categories
Create rich, engaging content - think lifestyle images, demonstration videos, informative copy
Be consistent and organized making it easy for shoppers to know they are still on your Brands Store, and making it easy to navigate and shop
Promote and market the Store both on Amazon and off (social media, email campaigns, etc.)
Always use high-resolution images, incorporate both lifestyle and product still images
Check mobile compatibility before submitting, more and more people are shopping from their phones

On average, Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor, according to Amazon.

The Bottom Line

Creating an eye-catching and properly branded Amazon Brand Store takes time and effort, but it will pay off in the long run. Stores are one of the most comprehensive branded shopping tools available and Amazon is by far the most popular online retailer. Just keep in mind that the competition is fierce, so your Store will have to stand out from the crowd.

Is this Amazon Brand Store Guide leaving you overwhelmed? Don't worry. Our team of professionals specialize in helping brand owners put their best feet forward, effectively market their products, and attract more traffic and higher conversions. From basic design to template selection and content creation, our cutting-edge experts are here to help. Let's talk today. Schedule your free consultation by filling out our contact form or calling 800.238.1811.

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