Product
Sponsored Brands – Increase brand awareness
Guide
Learn how to stand out on Amazon with a free, multi-page, immersive shopping experience.
Start using Amazon Ads to promote your products and create campaigns.
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Customers turn to Amazon to find what they need and discover new products and brands. With Brand Stores, a free self-service tool, brands have the opportunity to not only showcase their products, but also to convey their brand’s unique value, and create a shopping experience that can help drive purchases and customer loyalty. New-to-brand shoppers who visited a Brand Store were 62.7% more likely to purchase compared to those who didn't visit a Brand Store. And, when they did purchase, they spent 72.3% more on their order on average than those who didn't visit a Brand Store . In this guide, you’ll learn more about Brand Stores, how to set one up for your brand, and how to maximize its effectiveness.
Think of a Brand Store as a digital storefront. It showcases your brand and products in a multipage, immersive shopping experience that helps increase the likelihood of customers getting to know (and love) your brand. And this can translate into them potentially buying your products. Brand Stores allow you to showcase your entire collection of goods; highlight specific collections, season specials, and discounts, and provide content that shares your brand's story. Best of all, you can build your Brand Store for free.
Brand Stores homepage example
Brand Stores appear on Amazon’s website and mobile app where shoppers can discover them through their Amazon search results, product detail pages, and the Amazon Ads they receive. Shoppers can visit a Brand Store directly by clicking the brand’s byline (or brand name, which appears on product detail pages near the product title in blue text. Shoppers can choose to stay connected with your brand by following your Brand Store. Every Brand Store has a unique URL to drive shoppers to your Brand Store through ads on Amazon.com and other marketing activities outside of Amazon, like social media campaigns. Brand Stores are available for free to sellers enrolled in Amazon Brand Registry, vendors, and agencies. You do not need to advertise on Amazon to create a Brand Store.
The shopping experiences you create with your Brand Store can help support your marketing strategy at every stage of the buying process:
Engage with customers who may not yet be familiar with your brand via your Brand Store.
Showcase top products, and promote seasonal specials; integrate this strategy with Amazon ads.
Highlight best sellers and complementary products that are frequently bought together.
On average, shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently, have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who do not visit a Store. 2
When you’re ready to build your Brand Store, follow these steps:
Showcase your product offerings by adding up to three subpages. Click “Add page,” and choose from the template options.
Include videos, images, text, and other features using the tile manager, at the right-hand side. You will be able to add any tile clicking on “add new section” and reorganize its order.
Brand Stores homepage example
Create a mobile-optimized Store experience for your shoppers as you build or update your Store. Store Builder allows you to easily create a mobile or desktop view of your Brand Store. A version of your Brand Store will automatically get created for the other device. Switch between device views to see the progress of your design in real time.
It’s a good idea to let the metrics define your cadence. For example, if you see in your insights dashboard that a product-centered page is getting a lot of views but few conversions, you might try featuring new products, using a different tile to display them, or adding dynamic content (like video). Beyond that, you should refresh your Brand Store any time your brand launches new products or runs a campaign or promotion that you want to reflect there as well. Use the same creative and branding from your other assets (your brand website, social accounts) to create a unified experience across all your channels. You should also plan to update your Brand Store for major holidays and shopping events, putting your most relevant, giftable products front and center. On average, Brand Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor. 3
You built a Brand Store, and now it’s time to help more shoppers find it. We’ll look at five ways to help generate traffic and engagement.
You’ll likely want answers to the following questions: Which pages have the most visits? What sales did you make within a specific date range? How many pages visitors are viewing when they land in your Brand Store? How shoppers are engaging with your Brand Store? The Brand Stores insights dashboard provides access to a range of metrics that indicate how your Brand Store is performing. This is valuable information you can use to optimize your Brand Store, and plan promotions. As you’re getting started with your Brand Store, here are some key metrics to monitor:
Metric | Description |
Visitors | Total visitors to your Brand Store within the selected date range |
Visits | Total visitors who arrived from a traffic source or visited your Brand Store within a single day |
Views per visitor | Average number of page views per visitor |
New to Store visitors | Logged in first-time visitors in the last 12 months. |
Sales | Estimated total sales generated by store visitors within 14 days of their last visit |
Orders | Estimated total orders placed by store visitors within 14 days of their last visit |
Units sold | Estimated units purchased by store visitors within 14 days of their last visit. |
Avg. dwell time | Average time shoppers spend on your Store, not including bounced visits. |
Avg. bounce rate | Percentage of visitors who visited the Store and left without interacting. |
Followers | Total count of customers following your brand via the “Follow” button on your Store or Posts. Available in the U.S. only. |
Brand Store quality rating | Brand Stores are rated low, medium, or high based on the number of recommendations taken. You can find it within the Brand Store quality section (from the left hand side menu). |
In May 2024, new Brand Store quality rating was launched. Advertisers can now learn how their Brand Store's engagement compares to peers and see personalized recommendations on how to optimize it. The new Brand Store quality rating and recommendations can be accessed by visiting the advertising console and navigating to your Brand Store’s insights dashboard. The report lives under the “Brand Store quality” tab on the left-hand navigation panel.
A few things to keep in mind: Ensure your campaigns link to the most relevant pages within your Brand Store, and provide a fluid journey for customers. Consider sharing your Brand Store’s unique URL on your social media, blog, or website. Finally, make sure the answer to these questions is “yes” to ensure your brand takes full advantage of your Brand Store.
Brand Stores allow you to showcase your brand, and interact with customers who can be converted into loyal shoppers. By staying top of mind with your Brand Store and using Amazon Ads’ related solutions, your brand can be in a position to grow. To get started with your Brand Store, click here and if you already have one go to your Brand Store insights page to start applying what you learned.
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1 Amazon internal data, August 2024
2 Amazon internal data, WW, 2024
3 Amazon internal data, WW, 30/04/2022
4 Amazon internal data, Nov 2021–March 2022, across 25,000 advertisers in the US