Updated June of 2022
What are Amazon Brand Stores?
Amazon Brand Stores are a digital storefront native to the Amazon marketplace. These stores are made by Amazon sellers using templates provided by Amazon, which can be customized to use a brand’s colors, images, and copy.
Brand Stores provide many benefits, not the least of which is they feature a brand’s products in a centralized location largely removed from the competition. Once a shopper is in a Brand Store, they are browsing only your products. Brand Stores can also be used in conjunction with Amazon advertising and social media marketing, but more on that later.
For their first few years, Amazon Brand Stores were hard to find organically. There was not a “shop by Brand Store” option, nor were links to Brand Stores easily identified. Amazon seems to have recognized that this experience was ideal for neither shoppers nor sellers, and has taken steps to make Brand Stores easier to discover. Such efforts include:
- Links to Brand Stores within listings now say “Shop ” instead of simply stating the brand name. This sets clearer expectations for what will happen when a shopper clicks the link.
- Sponsored Brand Ads can direct shoppers to Brand Stores.
- Amazon has stated that Sponsored Brand Videos will be able to direct to Brand Stores in the near future.
Amazon Brand Store Guidelines & Requirements
To be eligible to create a Brand Store, the brand must be enrolled in Amazon Brand Registry. If you need help enrolling in the program, check out this handy guide. If you want to learn more about Brand Registry benefits, check out this blog post.
In addition to Brand Registry, brands will also need an abundance of images and perhaps a few videos. Brand Stores are designed to be highly visual and engaging experiences for shoppers. If you do not have many original images for your products and brands, you can use stock photos, but that’s a very lackluster customer experience.
Alternatively, you can hire someone to create custom visuals for your brand, such as an Amazon agency, Creative Services studio, a local photographer, or even influencers. The most cost-effective options will either be influencers or a local photographer, depending on their rates, though you may find higher quality going through an agency or studio.
Getting into the grittier details, here are some requirements for each section of the Brand Store:
Page Requirements
Header image – can vary or be consistent across different pages
- Required
- 3,000 x 600 Pixels
Meta Description – should target a single keyword for the page
- Required
- 2-3 sentences describing what can be found on the page
How to Create an Amazon Brand Store
Brand Stores are fairly straightforward. Brand Stores are made up of pages and subpages. Each page is made of multiple sections, and each section is made of multiple tiles. You can think of it nested like such:
Manual Tile Types for Amazon Brand Stores
There are many types of tiles, each with their own set of uses and requirements. Manual tiles are those that are created manually; any text or images for the given tile are uploaded on a case-by-case basis. The following requirements are for tiles that fill the width of the page (the entire section).
Product
- Display title and bullets from product detail page
- Or, write custom title and description
Image
- 3,000 pixels wide, 16 – 2,400 pixels in height
- Optional title (1 line)
- Optional link to product detail page or Brand Store Page
Image with Text
- 3,000 pixels wide, 16-2,400 pixels in height
- Optional prefix (1 line)
- Header required (1 line)
- Optional body (7 lines)
- Optional link to product detail page or Brand Store page
Text
- 20 lines
- Optional link to product detail page or Brand Store page
Video
- Video must be at least 1,280 x 640 pixels and less than 100MB
- Supported files: avi, mov, mpg, mpeg, mp4, m4a, m4v, and m4p
- Thumbnail image required: 3,000 x 1,500 pixels
Background Video
- Silently autoplays and loops
- Video must be 1,280 x 640, with a max height of 1,500, and must be 2-20 seconds in length
- Supported files: avi, mov, mpg, mpeg, mp3, m4a, m4v, and m4p
Product Grid
- Can automatically add products using keywords, or manually assign products
- Title, price, and reviews automatically pulled from listing
Gallery
- Video must be at least 1,280 x 640 pixels, and less than 100MB
- Supported files: avi, mov, mpg, mpeg, mp4, m4a, m4v, and m4p
- Thumbnail image required: 3,000 x 1,500 pixels
Automatic Tile Types for Amazon Brand Stores
Automatic tiles are tiles that pull in information from elsewhere on Amazon, so they don’t have to updated manually. Below are some automatic tile types.
Best Selling Products
- Title automatically updates to reflect best-selling products
Recommended Products
- Automatically generated for each visitor of your store
Featured Deals
- When there are active promotions, they will automatically display here
Using these pages, sections, and tiles, you construct each page of your Brand Store. The best Brand Stores look like a well-crafted professional website.
Amazon Brand Store Templates
If creating a Brand Store from scratch sounds a little intimidating and you’d like to just find a design template, you have a couple options.
Use Amazon’s Brand Store Templates
Amazon provides three generic templates for Brand Stores. These make creating a Brand Store much easier, but you may find the templates don’t work well with your catalog’s organization or art assets. In that case, you can look to the other two options.
Hire an Amazon Agency to Create Your Brand Store
Experienced Amazon agencies are likely to have created dozens or hundreds of Brand Stores. If you already work with an Amazon agency, ask if they can create a Brand Store for you. If you work independently on Amazon, you may be able to find an agency that is willing to create a Brand Store for you for an hourly rate or a set fee, though this will vary by agency.
If you work with a third-party seller on Amazon, ask them if they can create a Brand Store for your brand. Some third-party sellers will create Brand Stores for free.
Take Inspiration from an Existing Brand Store
If you want to create the Brand Store yourself, there’s no reason you can’t look up other brands on Amazon and review their Brand Stores. Find page layouts that you like, potentially taking inspiration from multiple sources. This can be a great jumping off point for creating a new design, and you can modify it as you get more comfortable with the page.
Amazon Brand Store Best Practices
What are the do’s and don’ts of Brand Stores? Why, thank you for asking! At Kaspien, we’ve made dozens of Brand Stores for our partners. In each case, we strive to learn from previous efforts so we continually improve. Here are some of our recommended best practices:
Use Many High-Quality Visuals
As mentioned earlier, Brand Stores are designed to be highly visual experiences. When a shopper lands on your Brand Store page, they should be immediately excited by what they see. That means not only professional quality product images, but also images for your brand. This is YOUR Brand Store. Shoppers should know your story and what your brand is all about, and images and videos play a key role in telling that story.
Create an “About Us” Page
Keeping with that train of thought, your Brand Store should include an “About Us” section or page. What’s your story? What sets your brand apart? Why should shoppers trust you and give you their business? The most successful brands are those that delight their customers, and establishing a rapport with them is a key part of that.
Create an Intuitive Navigation Menu
Organize your pages and subpages by age, category, product line, or interest. For example, Toys & Games and Baby brands may organize their Brand Store by age since that’s how shoppers often search for products in those categories. A Sports company might organize their story by product type – apparel, supplements, accessories – or by sport – running, climbing, baseball, football.
Ultimately, organize your Brand Store in whatever way will make it easiest for your customers to navigate. Amazon’s success is rooted in being “customer obsessed.” Take a lesson from their book.
Feature Your Full Catalog
Surprisingly, some brands fail to connect all of their product listings to their Brand Store even after they have created it. This is a poor customer experience, as clicking “Shop ” on one listing will take you to the Brand Store while clicking the same link on another listing will take you to a search results page.
Consistency is key to creating a positive customer experience, so make sure your Brand Store is connected to all of your listings. The only exceptions to this practice is if you have one listing that performs exceptionally poor, in which case you may not wish to showcase it next to the rest of your catalog that performs well.
Leverage Your Brand Store for Marketing
Brand Stores are an incredibly valuable asset for your Amazon business, but their usefulness really shines when used in coordination with other marketing efforts. Sponsored Brand Ads, Sponsored Brand Videos, Amazon Posts, social media advertising, and influencer marketing all work wondrously well with Brand Stores.
Amazon Brand Store Examples
Because examples are always helpful, we’ve included a handful of Brand Stores that are structured for different product categories.
Amazon Brand Store Example for Pet Brands
Amazon Brand Store for Electronics Brand
Amazon Brand Store Example for Baby Brands
Amazon Brand Store Example for Outdoors Brand
Learn More About Amazon Marketing Strategies
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