Brand Store (Amazon Store)

A Brand Store is a multi-page brand microsite hosted on Amazon at a custom URL (amazon.com/{brandname}). It is free to create and operate, available to all Brand-Registered sellers and vendors. Functionally it is the brand's owned-media destination inside Amazon's ecosystem — analogous to a Shopify storefront, but with Amazon's checkout, Prime delivery, and trust signals.

The Brand Store is the chronically underused asset of most Amazon accounts. Brands invest heavily in PPC traffic and PDP optimisation, then leave the Brand Store as a single-page "splash" that converts at half the rate a properly built multi-page store does.

What a Brand Store gives you

Three jobs:

1. Higher-AOV landing destination. Shoppers landing on a Brand Store via a Sponsored Brand click convert at 2–3× the rate of cold PDP traffic and have a 20–40% higher average order value (they discover and add multiple SKUs in one session).
2. Category navigation. A multi-page store lets shoppers browse your catalogue by sub-category, use case, or occasion — the way they'd browse a competitor's full website.
3. Story-driven content. Long-form brand story, product comparison tables, video, lifestyle imagery — none of which fit cleanly on a single PDP.

Multi-page structure

The dominant pattern for a Brand Store with more than 5 SKUs:

• Home page — brand hero, top-selling SKUs, recent launches.
• Category pages — one per SKU family (e.g. "Water Bottles", "Lunch Boxes", "Accessories").
• Best Sellers page — top 10 SKUs.
• New Arrivals page — quarterly refresh.
• About the Brand — story, sustainability, manufacturing.
• Bundles — pre-packaged multi-SKU bundles.

Each sub-page can be the landing destination for a Sponsored Brand Store Spotlight ad — letting you route ad traffic to the most relevant sub-page based on the keyword that triggered the impression.

Modules — what the editor offers

The Brand Store editor is a drag-and-drop builder with ~15 module types:

• Image with text — hero + headline.
• Image grid — 2×2, 3×3 product or lifestyle.
• Featured deal — auto-pulls active promotions.
• Best-selling products — auto-pulls top SKUs.
• Product collection — manually curated SKU set.
• Video — autoplay video module.
• Background video — full-bleed video as section background.
• Recommended for you — Amazon's personalisation engine.
• Shoppable image — lifestyle image with clickable hotspots over each product.

The shoppable image module is the most underused — it converts at 1.5–2× the rate of a product grid because shoppers click into context.

Brand Store Insights — the metrics

Brand Store traffic and conversion are reported separately from the standard Ads Console:

• Visitors (unique sessions to the store)
• Page views (total)
• Average dwell time (engagement signal)
• Sales attributed to store visits (revenue from store-driven sessions within attribution window)

Source breakdown shows the share of store visitors arriving from Sponsored Brands, organic Brand Search, the brand byline (the "Visit the Brand Store" link on PDPs), and off-Amazon traffic.

Driving traffic to the Brand Store

Five sources, in order of typical volume:

1. Sponsored Brands (Product Collection or Store Spotlight format with Store landing page).
2. Organic brand search (shopper types your brand name, Amazon surfaces the Store link).
3. PDP brand byline ("Visit the {Brand} Store" link under the title).
4. Off-Amazon traffic (your website, social, email — link to the Amazon Store URL).
5. Sponsored Display brand-store landing pages (newer; limited availability).

Common mistakes

• Single-page Store. A "splash page" Brand Store wastes 80% of the format's value. Multi-page is the baseline.
• Static for 12 months. Brand Stores need quarterly refresh — new product modules, seasonal hero, updated bestsellers list. Stale stores see CVR drift down.
• Pointing all SB ads at the Store homepage. Use Store Spotlight to route keyword traffic to the most relevant sub-page.
• Ignoring Store Insights. The conversion data is there from day one; most brands never open the report.
• Forgetting off-Amazon attribution. Driving external traffic to the Brand Store URL (instead of to a PDP) qualifies for the Brand Referral Bonus — a 10% referral fee credit on attributed sales.