Amazon Store (Storefront) Guide: Build Your Brand Home Page

Amazon Stores (also called Amazon Storefronts) are brand-customized pages on Amazon that act as a mini-website for brand-registered sellers. Accessible through a custom URL format (amazon.com/stores/[BrandName]) and visible as a "Visit the [Brand] Store" link on product listings. Benefits: a centralized place to showcase your full product catalog; a custom URL you can use in off-Amazon advertising; improved brand recognition and trust; the ability to track brand store traffic with Amazon Attribution; and access to Sponsored Brands ads that drive traffic to the store. How to create: go to Brand Registry > Stores > Manage Stores > Create Store. Choose a template: Marquee (editorial, image-forward), Product Grid (catalog-focused), or Showcase (feature-forward). Build pages: create a main homepage and up to 3 levels of sub-pages organized by product category, collection, or use case. Add modules: images, featured product widgets, product grids, video, and text blocks. Content requirements: all content must be brand-related and comply with Amazon's content policies; no competitor mentions; no external URLs; images must meet Amazon's technical standards. Optimization for discovery: Amazon Stores that are regularly updated tend to receive more traffic. Update your Store at least quarterly, adding seasonal content, new product launches, and featured collections. Use the Store Insights feature to see traffic sources and which pages convert best. Run Sponsored Brand campaigns driving to Store pages to increase traffic and brand awareness.