Guide
Getting started with Brand Stores
Brand Stores allow you to create an immersive multipage experience in a trusted shopping environment on Amazon. This guide shows you how to open your first store and provides optimization tips.
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Brand Stores allow you to create an immersive multipage experience in a trusted shopping environment on Amazon. Customers come to Amazon to discover products and brands and, of customers who browse 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 Brand Store.1
If you have already created a Brand Store, visit our comprehensive guide to successful Brand Stores for additional updates and insights.
Before creating your Brand Store
In order to be eligible for Brand Store creation, brands are required to enroll in the Amazon Brand Registry.
To enroll in the Amazon Brand Registry, you need:
- An active registered trademark for your brand that appears on your products or packaging
- The ability to verify yourself as the rights owner for the trademark
- An Amazon Brand Registry account, which you can create by simply signing in with your existing vendor or seller Amazon account credentials
Benefits of Amazon Brand Registry:
- Facilitates management of your brand’s product listings on Amazon
- Provides access to powerful search tools to find content using images, keywords, or a list of ASINs in bulk and report suspected violations
- Applies automated protections that use information about your brand to proactively remove suspected infringing or inaccurate content

Our Brand Store is a pride factor for the brand. It’s probably the best opportunity for us to show what the brand is truly about. Customers can learn more about the product, and engage with the brand.

– Josh Francis, Executive Vice President, Hippeas
Start creating your store
Before getting started
- Review our list of Brand Stores acceptance policies in advance to set up a moderation-compliant store.
- Access our creative specifications guide that clearly defines all the creative specifications available to utilize in your store.
Structure your store
Design your store navigation with purpose. Help customers find the products they’re looking for and build a deeper connection with your brand. Here are some tips to best structure your store:
- Avoid dead-end experiences: In the tiles that you add, make sure that it is clear where the creative will take the customer. Clickable creatives should link to a page in the Brand Store or to an ASIN detail page. A missing or broken customer experience can create pain points in the shopping journey.
- Create brand identity: Add pages that help build your brand identity. These pages create added brand value when customers consider purchasing your products over competitors. What unique information about your brand or products can you provide customers in your store to help them make purchase decisions? Page examples include "About us," "How to," or "Learn more."
- Add category pages: Add different product category pages to help customers discover your entire ASIN catalog. Also, consider adding pages that create recommendations for your visitors, such as “Shop by room” for furniture brands and “Shop by holiday” for party supply brands.
- Put the spotlight on the right ASINs: Brand Stores provide a great opportunity to merchandise your ASIN catalog. Add pages with ASINs that are relevant to the page. Some merchandising opportunities would include "Deals," "Seasonal," "New arrivals," and "Best sellers" pages. These pages need to be created manually, except Deals pages, which will now appear automatically next to your homepage, when you have live deals, helping increase visibility while maintaining moderation compliance. For manual "Deals" pages, you will have to add a "Featured deals" widget and manually include ASINs with active or upcoming deals.
Customize your home page
- Add branded content: Add lifestyle imagery, videos, short brand descriptions, and/or brand slogans to differentiate your brand. Branded content helps customers know that they are in the right place, especially those browsing your store for the first time.
- Consider adding tiles that link customers to your category pages: This is recommended if you sell several different categories of products. The home page is the landing page for Brand Stores organic placements on Amazon. It’s fair to assume customers click on these organic placements to learn more about your brand and/or discover the different products your brand offers.
- Highlight featured ASINs: The home page is a great space to feature ASINs you’d like to drive additional discovery to. Featured ASINs can include (but are not limited to) your best sellers, new arrivals, or seasonal offerings.
Add ASINs to your store
- Group ASINs when you add them to the Brand Store: Organize your ASINs to keep child variations of the same product close together, add products top to bottom based on average selling price (ASP), or list your ASINs top to bottom based on sales performance.
- Pro tip: Remember customers are less and less likely to stay engaged as they scroll down the page. Focus on relevant content.
- Use the product grid: To upload ASINs in bulk, hide out-of-stock products automatically, adjust individual ASIN placements, and provide balance between product and branded content.
- Use product tiles: To provide visibility to the detail page images, ASIN title, star rating, number of reviews, bullet points, price, and “Add to cart” button. Recommended for pages that contain only a few ASINs.
- Pro tip: To attain “Add to cart” in product grids and tiles, add your child ASINs. “See all buying options” will occur when you add parent ASINs, have active coupons, or when your ASIN goes out of stock and a third-party offer wins the buy box.
Create a dynamic shopping experience
- Provide unique header images for each category page: This helps customers understand where they are shopping at all times in your store. If you plan to drive additional traffic to your store with advertising, having a unique header image provides a strong first impression when customers land on the page.
- Add interactive creatives: Brand Stores supports a number of interactive tile types including video, background video, and shoppable images. Customers can learn information about your brand and products faster and in a more enjoyable way with videos. Use shoppable images to drive discovery to one or multiple ASINs within a lifestyle image.
- Pro tip: A shoppable image can support up to 6 ASINs. Learn more here.
- Include lifestyle imagery: Add lifestyle imagery to showcase to customers how your products are meant to be used and enjoyed. Add these lifestyle creatives on home page, category pages, within header images, and as shoppable images. You can now use AI to generate stunning visuals in just a few clicks, resulting in images like this:

Example of image created using Image Generator
Access the Image Generator tool directly in your store builder when creating a product collections tile, or through the Creative tools button in your right-hand side navigation bar.
Navigating Brand Store moderation
When you’re ready to go live on Amazon with your newly built Brand Store, submit your store for publishing or set it to go live at a future date. Ad moderation can take up to 24 hours, so be sure to allow yourself enough time.
When you go to submit your store for publishing, you may face two types of rejections before going to ad moderation:
Soft rejections
Soft rejections allow you to “Ignore warnings and submit for publishing.” One popular soft rejection is when you have an image that does not contain a link either to the product detail page or to a page in your store. These rejections are provided to help you catch potential errors you might have missed while building your store.
Hard rejections
Hard rejections do not allow you to move forward. For example, a blank page without content will cause a hard rejection.
Common ad moderation rejections
- Unsubstantiated claims: If you make a claim about your brand in the Brand Store (example: "best selling in the U.S."), the claim must be substantiated within the Brand Store, with the date and evidence to support it.
- If you make a claim about your products, it must be clear which products this applies to, and those products should be placed adjacent to the claim within the Brand Store. Substantiation must be discoverable on the product detail page or the product packaging. However, if the claim is trademarked or the claim can be found on the packaging, additional substantiation is not required.
- Dynamic Amazon content: Images you create should not include replicated Amazon elements like pricing references or pack size that are dynamically pulled from the ASIN detail page. Use product tiles and product grids instead.
- Pro tip: If your store was rejected because you improperly added a “Deals” page, ensure the page contains the “Featured deals” widget including the ASINs you are expecting to run deals for (Best deals, Deal of the day, Lightning deals).
- Contact information: Your store elements cannot include website URLs, physical addresses, or contact information such as phone numbers.
- Pro tip: Social media handles are acceptable as long as the messaging does not encourage customers to leave the Brand Store. An example would include, “Buy from our social media.”
1 Amazon internal data, WW, 2024.