Create a unique brand experience with Stores

Stand out on Amazon with a free, multi-page, immersive shopping experience

woman on laptop

Why should I build a Store?

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Chapter 1

Customers come to Amazon to discover. Help them find what they're looking for.

Imagine someone you've just met is curious about your brand. How do you describe it? You probably don’t say “I have these products X and Y” and end it there.

It’s not because those products aren’t important. They obviously are. But they’re one facet of your brand, not the entire conversation.

You can apply this idea to your brand on Amazon. Customers want to discover brands. They’re curious to see who they are. Stores give customers another way to browse, engage, and shop, and brands another way to connect with them in the process.

What you need to know about Stores and other brand shopping experiences

Multi-page, immersive shopping experiences on Amazon.

woman on tablet
Chapter 2

Your Store is the place on Amazon for shoppers to explore, interact, and shop with your brand—all from a single destination that you own and maintain.

You can tell your story authentically through lifestyle and video creatives, and showcase your full range of products to provide an optimal branded shopping experience for your audience. You can also leverage Posts, Brand Follow and Amazon Live along with Stores to engage with shoppers along their journey.


DIY solution:

You don’t have to be a designer or know how to code

sponsored brands

Integrate with Sponsored Brands:

Combine with your advertising efforts to help drive discovery


Curate as you like:

Add videos, lifestyle images, and stories about your brand


Promote your products:

Show your full catalog in one shoppable setting


Tell your brand's story:

Convey your brand’s unique value to engage shoppers


Stay informed:

Your Stores insights dashboard provides details on engagement, sales, and more


Grow your following:

Drive brand engagement for your Store and grow your following with Brand Follow

brand lift

Authentic lifestyle content:

Drive engagement by sharing inspiring brand content with Posts that will automatically appear on your Store

streaming videos

Livestream your content:

Inspire and educate audiences in real time with Amazon Live on your Store

In this guide, we’ll show you how to make Stores work for your brand on Amazon.

  • Learn how to build, and publish, your Store.
  • Add engaging visuals and text to develop impactful content for your Store pages.
  • Gather insights and optimize your Store performance, according to your goals.
  • Reach your business goals by including your Store as a core destination in your full-funnel marketing strategy.
  • Uncover how to help maximize traffic to your Store.
  • Optimize your Store as a destination page and discover different strategies for using your Store as a landing page for ad campaigns.
  • Dive in to Posts, Brand Follow, and Amazon Live and learn how to use them to connect with shoppers.

Getting started with Stores

Create your Store using Amazon's self-service Store builder.

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Chapter 3: Part 1

Creating your Store

Advertisers who create and publish a new Store for the first time see an average of 8% sales increase the next month, compared to those who don't.

When shoppers are browsing, they’re receptive to inspiration. Stores can help you create an experience that introduces shoppers to your brand and inspires them to come back.

Here, we look at how to create that experience, starting with the basics.

Create your homepage in the Store builder

Start by logging in to the advertising console, then go to Brand Content on the left panel of your page, and click on Stores to start creating your Store. The first step is to fill in your brand name, and include a high-quality brand logo—at least 400x400 pixels.

Next, you’ll be asked to add the page meta description for your first page—your homepage. This description is often used in search engines to provide additional details about a page, so aim to describe the main purpose of your Store, or main call-to-action, to enhance SEO performance.

quoteUpWith a Store, customers get a detailed overview of all our products, and that increases the likelihood that they’ll buy more of our products than only the single product they were looking for.quoteDown
— Albert Vu, Managing Director and Founder, AZDelivery

Pick your preferred template

Next, you’ll choose a template based on how you plan to curate your Store:

  • Educate shoppers about your full selection: Use the marquee template, which lets you capture multiple subcategories in an organized, easy-to-navigate way
  • Create awareness about a product or range: The product highlight template lets you promote specific products in your catalog (like bestsellers or new launches), making them more visible to shoppers
  • Boost discovery and sales of individual products: Choose the product collection template if you want to highlight a collection of related products, highlight a particular shopping theme, or want to give shoppers a total view of your catalog

If you’re inclined, you can also use a completely blank template to build your Store from scratch.

Build your Store subpages

Your homepage is just the start. You can add up to three levels of subpages to your Store to better tell your brand story and highlight your offerings.

To create a page, click “Add page” in the Store builder and choose from the template options. We recommend using the product collection template to create additional pages based on your top-selling products, catalog categories, deals and discounts, and seasonal products. Additional tips:

  1. Add Page: Not sure how to group your products? When in doubt, choose the simplest, most customer-minded way. That might be organizing them by category or product type, or by use, need, or theme. For example, if you sell party supplies, grouping your items by theme–birthday, anniversary, bridal shower–can help make it easier for shoppers to browse.
    Take the opportunity to go beyond the product and share more about your brand. You can use text tiles to build pages about your history, mission, and whatever else you'd like shoppers to know.
  2. If your brand has a flagship or hero product, it can be helpful to create a subpage that describes its benefits and shows customers how to use it.
  3. Build a page for seasonal or holiday-themed items, so you can have a dedicated place for shoppers to browse during specific times and events.

Advertisers who add at least 3 subpages to their live Store for the first time see an average 115.5% increase in shopper dwell time in the next two months, compared to those who don’t.1

Optimize your Store for mobile shoppers

Create a mobile-optimized Store experience for your shoppers as you build or update your Store.

Store Builder now allows you to easily create a mobile or desktop view of your Store. A version of your Store will automatically get created for the other device.

Switch between device views to see the progress of your Store design in real time.

Chapter 3: Part 2

Choose your content tiles

Once you’ve chosen your template and added your subpages, you’re ready to add the content that helps bring your Store to life. Using the tile manager, you can populate your Store with videos, images, text, and other products.

Add, delete, and organize these drag-and-drop tiles to fit your goals and engage Amazon shoppers.

Stores content tiles

Product tileOnce you add your product, the product tile will auto-populate the price, primary image, and Prime status of the product. Full-width product tiles also allow you to include more information from the product detail page, or otherwise add your own title and description.
Image tile and image with text tileImages can help create a unique look and feel, demonstrate how products work, and provide inspiration. Image with text tile allows you to add free-form text over or beside the image. You can also link your image to a page in your Store or to a product detail page.
Shoppable collection images tileWith this tile, you can use lifestyle images that feature your products in different settings, or in collections with complementary products. When shoppers click on the featured products, they’ll see basic information like name, price, customer ratings, and Prime availability. They can also add the product to their cart or navigate to the product detail page.
Text tileText tiles allow you to provide more information about your brand or products using free-form text. You can link to a page within your Store or to a product detail page by adding a ‘Shop now’ or ‘Learn more’ button below the text.
Video tileVideos can be added to split-section tiles and full-width tiles to further tell your brand’s story. Be sure to remove any links or references to external websites from your video before uploading it.
Product grid tileThis tile displays your products in a grid format, and includes the product name, image, price, star rating, and shopping actions like “Add to cart”. To find your products, you can select them manually or discover by keyword. Note that a minimum of four products is required for this tile.
Gallery tileThe gallery tile supports between three to eight images that are at least 1500x750 pixels. Use this to capture multiple shots from your brand.
Best-selling products tileAn easy, automatic way to highlight your bestsellers. When selected, this tile auto-populates to reflect your top products and will update as new ones reach that status.
Recommended products tileThis tile automatically generates products for each visitor to your Store based on their purchases and preferences.
Featured deals tileIf you have active promotions for any of your products, use the featured deals tile to display those promotions automatically.
Background video tileBackground videos let you make a bold visual statement with your Store. Your video will auto-play and loop silently for visitors, as well as create a background for your page.
Product collection tileProduct collection offers you the same great functionality as a product grid—including add-to-cart, quick shop, and the option to automatically hide out-of-stock products—while also providing the flexibility to add up to five unique collections on the same page.

Review and publish

After you’ve built your Store, take a close look and ask yourself:

Are there any typos, grammatical errors, or inaccuracies? Correct them first to help make sure your Store offers a great customer experience.

Does it render well on all devices? Use the preview option to see how your Store will look on mobile and desktop.

Do the images look good? Choose ones that are high-res, well-lit, and well-cropped.

Does the content comply with Store policies? To help with the moderation review, read the content acceptance policy ahead of submitting and make sure your Store reflects this guidance.

Next, submit your Store for publishing or set it for a future date and time. Moderation review can take up to 24 hours, and you can check on status through the status bar in your Store builder. (This will also display any error messages). If approved, your Store will be published automatically.

Once published, you can also create multiple versions of your Store with the ability to schedule when new versions go live. With this feature, you can design in advance and schedule unique versions of your Store for special events, new product launches, or seasonal updates.


After you’ve built your Store, take a close look and ask yourself:

Are there any typos, grammatical errors, or inaccuracies? Correct them first to help make sure your Store offers a great customer experience.

Does it render well on all devices? Use the preview option to see how your Store will look on mobile and desktop.


Simplify browsing with engaging visuals and text

Bring your Store to life with impactful content

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Chapter 4: Part 1

With Stores, you have the flexibility to add a range of content to each page to bring your brand to life. Making strategic choices about what appears on each page—from images and videos to written text—can help capture the attention of shoppers and get them excited to spend more time in your Store exploring your brand.

In this chapter, we’ll take a deeper look at the type of content you can feature on your pages in order to help captivate and engage shoppers browsing in your category. We’ll also share tips for how you can help ensure this content is high quality and provides a positive customer experience.


Advertisers who add a video to their Store for the first time see an average 43.7% increase in shopper dwell time in the next two months, compared to those who don’t.1

When building or updating your Store, you can choose from a number of different tiles designed to help your products shine.


Video is a powerful way to tell your brand story and differentiate your products. 69% of customers said they’d prefer to learn about a new product or service via video over other mediums like text-based articles or infographics, according to a study by Wyzowl.1

High-quality videos can help you build more meaningful connections with shoppers, providing a way to quickly offer key information about your product. Give details they can’t get from images or text, like a product performing under challenging conditions or a person interacting with your brand.

Use video to help:

  • Drive more sales of your top products by showcasing bestsellers
  • Build brand awareness by highlighting your unique selling proposition and sharing your story
  • Increase consideration of your products by demonstrating them in action
  • Develop loyalty among new and returning customers by introducing new products

To add a video to your Store, just use the video widget within your Store builder to upload the video file and a cover image. A few more tips for adding video:

  • Add your video to your homepage to quickly engage customers and encourage them to spend more time in your Store.
  • Or add your video to a relevant category sub-page in your Store. Place the video widget next to the product featured in your video to help customers learn more and add it to their cart with one click.
  • To have your video automatically play for shoppers, upload it using the background video widget. The video will silently play and continuously loop in your Store.
  • Review our video specifications to confirm your video can be used in Stores and to troubleshoot any issues.

As you’re building and updating your Store, use creative assets to quickly find your brand’s videos, images, and logos that exist in other places on Amazon, like within your self-service ad campaigns. With creative assets, you can store, manage, and reuse your brand’s visual content through a single interface in the advertising console. Upload files in bulk and easily find what you’re looking for using custom tags and ASIN labels.

Encourage browsing with product collections tile

Product collections allows you to showcase curated, related, groupings of products. Instead of listing ASINs in one product grid per page, product collections allow brands to add up to five curated collections on the same page. You also have the flexibility of grouping products by category, shopping interest, a new product line, or specific seasonal items that make sense for shoppers to find together. For each collection, assign a unique lifestyle image and name to represent and visually engage shoppers as they browse. Each collection can contain up to 60 products. Learn more here.

Other image tiles

Shoppable images: Inspire customers with rich lifestyle images that feature your products in different settings or in collections with complementary products in your portfolio. You can choose to make any of the products in the image shoppable, enabling customers to click on the featured products to see basic information, such as name, price, customer ratings, and Prime availability. They can also add the product to their cart or navigate to the product detail page.

Advertisers who add a shoppable image to their Store for the first time see an average 53% increase in shopper dwell time in the next two months, compared to those who don't.1

Other image tiles and widgets

Image tile and image with text tile: Images can help create a unique look and feel, demonstrate how products work, and provide inspiration. The image with text tile allows you to add free-form text over or beside the image. You can also link your image to a page in your Store or to a product detail page.

Product grid tile: This tile displays a collection of at least four of your products in a grid format to help customers quickly view product information like images, price, star ratings, and shipping options. The product grid will also include an “add to cart” button to help customers easily make a purchase after discovering your items.

product grid title

Elevate your Store’s visual presence – explore Amazon creative services.

Did you know?

  • 69% of customers said they’d prefer to learn about a new product or service via video over other mediums like text-based articles or infographics, according to a study by Wyzowl.1
  • Advertisers who use custom images with creatives used in Sponsored Display on average see a 29% increase in product detail page view rate, compared to those using autogenerated creatives.2
  • Your creative strategy is a vital part of ensuring your Store is modern, impactful, and easily navigable for shoppers. Making sure you have creative assets refreshed and ready for use can be a large task. We can help with that.
  • With Amazon creative services, you can now discover, compare, and book directly with trusted service providers to create custom creatives for your brand’s Store.
  • Shoppers are eager to discover new brands that represent their values and that can meet their expectations. Rich media and branded content, such as video and lifestyle imagery, can help you achieve this, and now with Amazon creative services, you can get access to assets that fit your style, budget and schedule to elevate your brand's visual presence on, and off, Amazon.

Check out what's available:

Video creation and editing

Find services from a variety of price points and features to create new videos, or update existing ones, to help your brand and products stand out on shopping results and detail pages.

Image creation and editing

From photo editing to product shoots, find services that help you enhance your image library to connect with shoppers and build trust.

Store building

Connect with providers who can help create, rebuild, or update your Store for a visually striking, branded, shopping experience to encourage customers to browse and revisit.

Text and video translation

Translate your brand’s written content so you can easily localize videos for Sponsored Brands ads, or launch your Store in new countries to help you take your business global.

Here’s why it’s a good idea to start using Amazon Creative Services

Trusted convenience

Find and book creative services, without the surprise costs or and heavy back-and-forth.

Ease of doing business

Benefit from a centralized dashboard to review project status, upload assets, and directly communicate with providers.

High quality design

Rely on providers who are certified and performance monitored to meet Amazon Ads standards.

Chapters 4: Part 2


Stores are a design-led shopping experience on Amazon, but the text—or “copy”—on your pages can have just as big of an impact.
Detailed and descriptive copy is key in building a connection with shoppers and helping them understand how they could use your products. Your Store is a unique opportunity to pair lifestyle imagery and design elements with copy to showcase your brand and products.

Let’s explore how to create impactful copy on your Store pages that can make for a strong customer experience.


Tone represents the general character or attitude your words are conveying about your brand. Just as color can help reflect different emotions, so can the use of tone in text. Aligning these two elements to create a cohesive visual and textual tone for your Store will help create a memorable Stores experience.

Your Store’s tone should reflect your brand voice and identity. As a general best practice for Stores, copy should usually convey a helpful and positive tone. This will create a clear, educational, and engaging shopping experience.

Headers and unique selling propositions

Headers: The header is the first thing visitors will see and read on your Store’s homepage before scrolling. It’s also your first opportunity to include copy that conveys your brand’s tone and voice. Your brand name should be present in every header. It’s also an ideal place to share a slogan or tagline.

Unique selling proposition: A unique selling proposition refers to the unique benefit(s) a brand or product offers that make it stand out from other similar products. When creating a unique selling proposition, the product itself doesn't have to be unique—it's the messaging being used to convey this product to potential customers that's unique. It’s the single most important copy element for a Store and should appear on your homepage.

Here's a template to serve as inspiration when writing your unique selling proposition:

[Brand] offers [product] for [audience] to [value proposition or key point of differentiation that solves the audience’s problem].
For example, here’s how one fictional brand might write their unique selling proposition: Krazy Kanvas offers a wide selection of wild prints and ornate frames that can take the walls of your home from ordinary to extraordinary.

Final copy tips

  • Copy should add value to customers’ shopping experiences and reflect your brand’s overall tone and identity.
  • Use simple, easily defined words for clarity and accessibility.
  • Keep sentences short and impactful for maximum effect. Run-on or unorganized sentences can be confusing and make important information harder for customers to find.
  • Try to change up the copy formatting when possible for readability and aesthetic purposes. For instance, list a product’s main benefits using a bulleted list rather than in a paragraph. You can also bold, capitalize, or italicize certain words or phrases for added emphasis.
  • Ask yourself these questions when proofreading and editing: Is the copy clear? Is it necessary? Is it correct (both for accuracy and grammar)? Does it add value for the customer?
  • Check that there are no copy policy issues such as pressuring language or unsubstantiated claims.

Reach your business goals

Learn how brand shopping experiences can support your full-funnel marketing strategy.

man on laptop
Chapter 5

Build your brand and support your business goals

Creating unique, compelling brand shopping experiences can help support your full-funnel marketing strategy at every stage.

Let’s explore some brand-building strategies based on several different business objectives.


Build Awareness


Drive Consideration


Drive Purchase

brand lift

Build Loyalty

Build awareness

If your goal is to engage with customers who may not be familiar with your brand or category yet, or if you have a new product launching, think of your Store as an educational destination page.

Creating a strong experience at the top of your homepage that brings your brand and products to life is key at this stage. Support your featured products with high-quality images and videos to provide shoppers with details at a glance.

quoteUpUsing Stores and Posts together helped build our brand and support our business goals by reaching customers at different stages in their shopping journey.quoteDown
— Lorain, Sales Director, Govee

Try these tips:

  • Header: Create a strong header with a concise tagline, a brand logo, and lifestyle images that highlight your brand story and encourage customers to continue scrolling to learn more.
  • Image with text tiles: Use this widget to reflect your brand’s value proposition and drive awareness by educating your customers about your product collection. Add inspiring images that motivate customers to learn more.
  • Videos or background videos: Use video tiles to enrich the content on your Store by telling your brand’s story and showcasing your featured products. A video can be a valuable asset to include prominently on your homepage since it may encourage customers to spend more time on the page.
  • Product tiles: Use this widget to promote a featured product and showcase information from its detail page, as well as to include an “add to cart” button.
  • Livestream: Use your Amazon Live content to provide shoppers with the information they need to make confident purchase decisions, like key product features, benefits, and special offers.
  • Posts: Share engaging lifestyle images through your posts that will inspire shoppers to learn more and consider your products for purchase.

Drive consideration/purchase

If the objective for your Store is to drive more sales, design your page to showcase the top products that you want to highlight. Use the widgets below to make it easy for customers to add products to their shopping carts directly from your Store on both desktop and mobile.

Try these tips:

  • Product collection or product tiles: Use these tiles to feature a group of related products and provide shoppers with the ability to quickly and easily add items to their carts.
  • Featured deals: If you have active deals, including Best Deal, Deal of the Day, and Lightning Deals, use this feature to display your promotions automatically.
  • Shoppable image: Highlight up to six products within an image. When shoppers click on the featured products, they can view key information, add the product to their cart, or navigate to the product detail page.
  • Livestream: Use your Amazon Live content to provide shoppers with the information they need to make confident purchase decisions, like key product features, benefits, and special offers.
  • Posts: Share engaging lifestyle images through your posts that will inspire shoppers to learn more and consider your products for purchase.

Build loyalty and upsell

If you’re looking for a new way to build loyalty among shoppers and upsell your products, tailor your Store page to returning customers by highlighting best sellers, as well as related and complementary products frequently bought together.

Try these tips:

  • Product collection or product tiles: Use these tiles to curate specific products included in Amazon programs such as Subscribe & Save, Amazon Pantry, or your featured deals.
  • Featured deals: If you have active deals, including Best Deal, Deal of the Day, and Lightning Deals, use this tile to display your promotions automatically.
  • Livestream: Share new arrivals, seasonal products, and current offers via Amazon Live to get past customers excited about the latest updates from your brand.
  • Posts: Keep posting content featuring your best sellers and products with deals to reengage shoppers who are already following your brand.

Posts, Brand Follow, and Amazon Live

Additional opportunities to connect with customers and tell your story.

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Chapter 6: Part 1

Build brand shopping experiences to drive discoverability, consideration, and loyalty

In addition to Stores, you can access other free tools to build your brand’s presence on Amazon. Using these products together can help you establish a consistent brand presence across Amazon and connect with shoppers in multiple placements beyond your Store, like on product detail pages and in livestreams. In turn, these tools can help you drive purchases and turn those connections into lasting customer relationships.

In this chapter, we’ll explore:

  • Posts
  • Brand Follow
  • Amazon Live

Note: Posts, Brand Follow, and Amazon Live are available to US vendors and to US sellers enrolled in Amazon Brand Registry. You must have a live US Store to use Posts.

Posts: Let shoppers explore your products with a free, immersive, image-led experience on Amazon

Posts helps brands build an emotional connection with US shoppers while they’re in discovery mode. With Posts, you can reach shoppers and drive consideration by sharing authentic lifestyle content. Customers can explore posts within Stores, as well as on product detail pages and relevant feeds, to discover products and see what’s new from brands.

You can use posts to share your branded lifestyle content at no cost, as often as you'd like. Shoppers can click through posts to navigate to your Store, explore your brand’s feed, discover product pages, and follow your brand.

quoteUpFor us, Posts are perfectly matched to our marketing strategies, and along with extensive campaigns, Posts help drive more traffic to our Stores.quoteDown
— Lorain, Sales Director, Govee

Note: Posts are available to US vendors and to US sellers enrolled in Amazon Brand Registry. You must have a live US Store.

Use Posts to highlight your products and capture shoppers’ attention

With Posts, you can:

  • Boost brand visibility: Shoppers can explore your posts in a variety of placements across Amazon including on product detail pages, helping them move between browsing inspirational content and shopping your full product selection.
  • Show your products in action: Help shoppers visualize your products in realistic settings with engaging lifestyle imagery, and inspire them to consider them for purchase.
  • Increase visitors to your Store: Shoppers inspired by your posts who want to learn more about your brand or browse your full product collection can navigate to your Store directly from each of your posts. Brands with a Store see on average an 8% increase in new-to-brand shoppers after they launch on Posts.1
  • Drive consideration: Posts link directly to product detail pages, creating a seamless way to help casual browsers consider your products for purchase.
  • Grow your following: Use Posts as a way to help increase your brand following, since shoppers can click through your posts to follow your brand on Amazon. Brands that are active with Posts have 325% more followers on average than brands who aren’t.2
  • Curate a cohesive brand identity: Leverage your creative assets within the advertising console to easily pull your brand’s existing visual assets to use in your posts. This can help create a consistent, unified visual identity across your posts, Store, social media content, and beyond.

Places for shoppers to see your posts across Amazon

Your posts can automatically appear in a number of placements, each giving you unique opportunities to reach potential new shoppers and to reengage existing customers of your brand:

  • On product detail pages of relevant products
  • Within a dedicated subpage in your Store
  • In dynamic content feeds for related products and categories

Your posts can also appear on your product detail pages in a placement dedicated to your brand’s posts—just create 10 live posts that follow our content quality guidelines to qualify for the placement. This placement gives you a unique opportunity to feature your branded content right where customers are considering your products for purchase.

Placements for your posts

Store Feed

Detail Pages Carousels

Category Feed

Related Feed

Getting started with Posts

If you sell on Amazon, you can start using Posts, even if you’re not advertising with Amazon.

  • Step 1: Register for a Posts profile at
  • Step 2: Upload your logo and confirm your brand name, which will be displayed in the post’s header section.
  • Step 3: Create or schedule a post by uploading an image, and adding a product (up to 10) and a caption to help highlight product features, emphasize branding, and communicate your call-to-action.
Chapters 6: Part 2

Ideas for your Posts content

Shoppers may enjoy being the first to know about upcoming promotions, product releases, and restocks of popular items. Posts can help you get the word out about your products and reach customers during key shopping dates.

Try posting about your:

  • Products with a deal to get more eyes on your promotion
  • Best sellers with a high potential of conversion, even among new shoppers
  • New items in your catalog to support your product launch
  • Holiday or seasonal products that may be top-of-mind with customers

Posts featuring top-selling products have 57% more viewable impressions and 51% more clicks on average compared to posts featuring other products.1

Consider our Posts best practices

Prepare a batch of posts and schedule them in advance to have engaging content ready to publish. You can create, edit, or withdraw posts at any time.

There’s no limit to how often you can post, so make sure you’re frequently posting high-quality content to help increase the likelihood of your post being displayed and to help grow your following.

Create content that’s relevant to your category and audiences, since we automatically showcase your posts in related posts feed and category feeds based on relevance and shopping engagement.

Help customers imagine your products in a realistic context with lifestyle photography and descriptive captions that align with your brand’s personality, from playful to professional. Showcase product collections by tagging multiple products in each post.

Leverage your creative assets within the advertising console to easily pull your brand’s existing images into your posts. This can help create a consistent visual identity across your content on and off Amazon, like in your Store, ad campaigns, and social media.

Avoid using images with a white background, crowded images, or images with text, buttons, or icons as they take longer to understand and are easier to ignore. High-quality images that follow these best practices can also help you provide a better customer experience and earn trust with shoppers.

The caption you pair with your image is equally important. After your image captures the attention of shoppers, your caption can highlight product features, tell your brand story, or support a new product launch, depending on your strategy. Lead with the most important information in the first sentence to get your point across quickly.

Continue providing a positive customer experience in your captions by using language that’s approachable and true to your brand. Use it as an opportunity to share your brand’s personality and story.

A few tips for creating engaging images

The image is the most eye-catching part of your post, and provides the best opportunity to differentiate your content from others. You don’t need expensive equipment to create inspiring images, taking realistic photos using a mobile phone can work as well. Here are some guidelines to start creating inspiring images for your posts:

  • Demonstrate how your product fits within a lifestyle or how the product can be used for a specific use case. Create separate posts with different use cases and diverse models so that more customers can relate.
  • More than 90% of shoppers that view posts do so on a mobile device.1 Use a mobile friendly aspect ratio that is either square or vertical (9x16, 4x5, 1x1) to provide a more engaging mobile experience.

Follow lifestyle photography best practices:

  • Use proper lighting and contrast: When you create an image from scratch, make sure that there’s enough contrast between your background and your product, and that the product itself is not getting lost between other elements.
  • Know the rule of thirds: The rule of thirds was designed to help artists create a well-balanced composition in each piece. It’s also useful to determine where to place the focus of your piece – your product. Your goal is to have your product positioned along the lines, ideally, at the point where two lines intersect.
  • Create a single focal point: Keep your product dimensions in consideration when creating your image. If your product is mostly vertical, like a bottle, use a vertical image (1080x1920 pixels, 9:16 aspect ratio) to keep the focus on your product. Also, avoid using a product image that is too small or too big. Too small and it may get lost when viewed on mobile devices. Too big, and your image will feel like it needs space to breathe.

What to avoid

Avoid adding too much overlay text as this can distract the viewer from the image, or be cut off in certain dimensions. If you plan to include text, it should be complementary to the image and not a primary subject. As a general rule, overlay text should not cover 25% or more of the image or be larger than the primary subjects in the image.

Collages that contain two or more distinct images take more effort for customers to comprehend, and can be difficult to view in certain dimensions. As a best practice, we recommend avoiding before/after pictures, multi-step instructions, and separate images for different use cases.

Packshot images (also known as product images) are not allowed. These images are not inspiring, and are duplicative of content that shoppers may already see on search results and product detail pages.

Avoid images that look fake or unrealistic, as this risks losing trust with shoppers. If combining images, ensure that lighting and shadows are consistent so that the images look fully integrated and realistic.


Smart home and lighting device company Govee started using Posts in 2020 to bring its brand and suite of products to life with vivid lifestyle imagery.

This immersive, high-quality content has helped them build brand equity, increase customer loyalty, and connect with new followers. By posting as frequently as three to four times per week, Govee’s engagement rate climbed 23% in less than a year.1

Brand Follow: Deepen your customer connections by driving affinity and re-engagement

Customers can choose to follow brands they love to help tailor their shopping experience on Amazon. Your followers may see more of your content on Amazon and you can now reach out to them via email, giving you an opportunity to help increase engagement.

Shoppers can follow brands by hitting the Follow button from any Store, post, thank you page, or Amazon Live stream. They’ll then be able to see deals from brands they follow on their homepage while logged into the mobile app, may receive push notifications when brands they follow have a Lightning Deal available*, can interact with content from brands they follow in the Follow Timeline*, and will be notified if brands they follow go live with Amazon Live.

Tips for growing your following on Amazon

There’s no additional action required for your brand to enroll in Follow. But you can help grow your followers by:

  • Creating an engaging Store experience and sharing your unique Store URL
  • Posting frequently to keep your brand top-of-mind
  • Encouraging your social media followers to follow your brand on Amazon

On average, brands with 10 or more live posts have 473% more followers than brands without posts, and they have 247% more followers than brands with less than 10 posts.1

Then to reengage your followers with your brand:

  • Highlight deals: Your followers can view featured deals from brands they follow on their Amazon homepage.
  • Create content: Share compelling posts that align with your followers’ interests.
  • Go live: Use Amazon Live to give your followers a behind-the-scenes look at your brand and products.
  • Promote new products: Using the Amazon Customer Engagement tool, you can email your followers directly to help nurture customers relationships and drive awareness for new product launches.

See how many followers you added by reviewing your follower count in your Stores insights dashboard or your Posts publisher. You can also download a report from Posts publisher to see how many followers each post drove.

Amazon Live: Inspire and educate audiences in real time through interactive, shoppable livestreams

Amazon Live is designed to inspire, educate, and entertain customers in a format that allows real-time brand interaction. Amazon Live helps give customers confidence to consider new brands and make purchase decisions.

Get started with Amazon Live to:

  • Drive awareness and consideration. Introduce shoppers to your products and provide them with the information they need to make confident purchase decisions.
  • Educate shoppers. Inform audiences on product features, benefits, and special offers in an interactive environment with live product demonstrations.
  • Connect in real time. Engage with customers using Amazon Live’s chat feature, answering questions and providing information in real time to help drive connection.

Livestream on your Store homepage

When brands livestream using the Amazon Live Creator app, their stream will now appear on their US Store’s homepage and will be visible to shoppers who visit their Store for 24 hours after the stream has ended.

Use this placement to help customers actively engage with your brand while you’re livestreaming on Amazon. Provide updates to customers on any special announcements while they seamlessly access the rest of your brand’s collection within your Store.

Drive discovery

Help shoppers find your Store on Amazon.

woman on laptop
Chapter 7

Increase traffic to your Store

You built a Store, and now it’s time to help more shoppers find it. We’ll look at four ways to help generate traffic and engagement.

Sponsored Brands

Sponsored Brands is one of Amazon’s self-service advertising solutions. This particular ad type lets you show a selection of your products in shopping results, along with your brand logo and a custom headline.

When building your Sponsored Brands campaign, you can choose where to drive customers—either to a new landing page featuring a collection of your items, or to your Store.

We recommend linking to a Store with at least three subpages, so shoppers can explore your entire selection and engage more deeply with your brand. Advertisers who linked their Sponsored Brands campaign to a Store saw on average that shoppers spend 2x longer on their Store. Meanwhile, their product detail page views and sales increased by 55% and 15% respectively.2

We’ll explore more strategies to optimize your Store as a destination page for your ad campaigns in the next chapter.

quoteUpWith Sponsored Brands we can direct our customers straight to our brand Store or product groups, which allows us to introduce our extensive product portfolio to customers.quoteDown
— Albert Vu, Managing Director and Founder, AZDelivery


On product detail pages, your byline appears near the product title in blue text and can help provide organic traffic to your Store. Shoppers who are interested in seeing more from your brand can click your byline and be directed to your Store.


If you discover the byline on your product detail pages doesn’t lead to your Store, contact Seller Central or Vendor Central support. Provide the names of the products as well as the URL of your Store.


Posts can also help increase visitors to your Store since shoppers inspired by your content can click through any of your posts to navigate directly to your Store. This provides a cohesive shopping experience for customers that are already in a discovery mindset as they move from viewing your content to exploring more about your brand and considering your products.

Bring external traffic to your Store

Help reach off-Amazon audiences and encourage them to visit your Store by sharing a link to your Store in your social media posts, email marketing campaigns, and your brand’s website.

Using your Stores insights dashboard, you can also track and measure the engagement of these off-Amazon sources arriving to your Store.

quoteUpI actually link off Instagram to [our Store]. When [followers] click the link in our profile, they’ll land on our Store, which has all of our products on it. It’s a nice way to direct people to a Forever Green Indoors experience.quoteDown
— Kevin Sullivan, Forever Green Indoors (US advertiser)

Leverage SEO for off-Amazon search results

There are a few ways for you to leverage SEO to drive traffic to your Store:

  • Stores pages’ URLs are included in Google’s Sitemap, a listing of URLs provided to a search engine, advising which URLs and pages to crawl and index.
  • Stores associated with the byline carrying the same brand name have a canonical URL that contains the Store and page name, which provides search bots with a clear relationship and hierarchy between same-Store pages and relevant keywords.
  • Store pages deep-link shoppers to the Amazon Shopping App on iOS devices. This means that shoppers will go directly to a Store page on their Amazon Shopping App, if installed, when they click a Store link posted on a third-party page.

Salvatore Ferragamo Timepieces

Using bold lifestyle photography, product shots, and video, the iconic Italian luxury brand has created a fitting destination on Amazon.

Web page of Salvatore Ferragamo Timepieces

Optimize your Store as a destination page

Use your Store as a landing page for your ad campaigns.

woman on phone
Chapter 8

Create an engaging, highly relevant experience for your ads

As the home for your brand on Amazon, your Store can also serve as the destination page for your ads both on and off Amazon. When considering your advertising strategy and launching new campaigns, it’s important to ensure that your ads and Store work in partnership with each other.

Here, we review four strategies for setting up your Store as an impactful landing page for your ads.

quoteUpWhen we’re building out a Store page, we want to have clear, concise headings. We want bright, amazing images, and video if we’ve got it. And then, how we’re getting traffic there—definitely through Sponsored Brands.quoteDown
— Adam, TheGroupDeal (US advertiser)

1. Tailor your ad campaigns to your marketing strategy

To help drive sales, ad campaigns should be relevant to shoppers’ searches and link to a destination page that meets their expectations.

If your campaign includes keywords for products that are found on a specific page of your Store, link directly to that subpage so customers can easily find what they’re searching for.

You can tailor your Sponsored Brands campaigns and their dedicated destination pages to help you meet a number of objectives:


Imagine that you sell electronics and want to surface more of your selection to interested shoppers, especially your new arrivals. You can use a Sponsored Brands campaign to showcase these new items and write a headline—like “Discover our latest arrivals”—that communicates this message. Use Store’s versioning and scheduling feature to create a page for “New Arrivals” where you can highlight these products, and then link to it from your new Sponsored Brands campaign.

Brand education

If the purpose of your campaign is to educate customers about your brand, send shoppers to your Store’s homepage from your ad and include a headline such as “Browse our full selection.” Or take a story-based approach by linking to an “About us” page that highlights your brand’s history, mission, and value proposition. Be sure to feature a broad range of your selection in the ad as well as on your Store’s homepage, and try using videos in your Store to engage customers.

Category highlight

If your goal is to promote a specific category and you’re using product or category-specific keywords in your campaign, make sure that the Store page customers land on is relevant to these ads with products and content related to that category. For example, if you're targeting beauty products in your ads, include a headline that highlights your category as well, such as "Discover our new beauty must-haves."

Tip: When building your Sponsored Brands campaign, you can select the Store spotlight creative format, which allows you to promote subpages and product collections. Clicking on the brand logo or headline in the ad takes shoppers to the Store homepage, while clicking on a subpage image takes shoppers to the respective subpage.

2. Create a strong “above the fold” experience

Ensure that your Store’s “above the fold” experience, or the first viewable section of the destination page, is structured well and ready to be consumed via mobile. Mobile has changed the way people shop—in 2021, 69% of all Store visits were made from a mobile device.1

With such a large number of shoppers using mobile devices to access your Store, it makes sense to prioritize a mobile-friendly design.

Creating a simple structure with at least three subpages and a well-defined navigation for your top categories is a useful way to create a great first impression. On average, Stores with 3+ pages have 83% higher shopper dwell time and 32% higher ad attributed sales per visitor.1

3. Be specific in your ad creative

The more specific and relevant your creative assets and keyword targeting are to your products and Store page, the better your chances of reaching shoppers that are actively searching for your brand or products.

Use similar headlines, creative lifestyle images, and videos across all of your content on Amazon: your ad campaigns, Store, and posts. Leverage your creative assets within the advertising console to easily find and pull your brand’s existing visuals. This will also help you create a consistent, unified brand identity and provide a better experience for shoppers interacting with your brand.

4. Create multiple campaigns with different keyword strategies

Creating separate campaigns for each keyword strategy will give you visibility into how each strategy performs. This can help you make informed decisions about increasing or decreasing your bids and budgets.

For example, if you’re promoting different product categories, create a separate campaign for each category to see their relative performance. Make sure that your keywords in each campaign are relevant to the category you’re targeting.

If you’re targeting keywords that contain another brand’s name, separate these into a different campaign to learn if it results in clicks to your Store.

Measure your performance

Learn how to find insights that can help optimize your Store and posts.

man on tablet
Chapter 9

Measuring performance

You want to know that your efforts are resonating with shoppers and supporting your goals. Which pages have the most visits? How many sales do you see in a given period? In your Stores insights dashboard, you can access a range of metrics that help you understand how your Store is performing. Your insights dashboard also provides a breakdown of metrics by traffic source. You can view traffic generated from your Sponsored Brands ads, traffic originating from your byline on product detail pages, traffic coming from your Store’s source tags, and traffic from "other sources" (not categorized).

VisitorsTotal number of visitors to your Store within a selected range. A unique visitor can visit more than one page and from more than one traffic source. Because of this, the total visitors by page or source might sum up to a value larger than the total number of visitors by day.
VisitsTotal number of visitors who arrived from a traffic source or visited a page within a single day. A visitor can visit from more than one traffic source and visit more than one page.
ViewsNumber of page views.
Views/visitorAverage number of page views per visitor.
Views/visitAverage number of page views per visit.
SalesEstimated total sales generated by Store visitors within 14 days of their last visit.
Units soldEstimated units purchased by Store visitors within 14 days of their last visit.
OrdersEstimated total orders placed by Store visitors within 14 days of their last visit. Orders contain one or more units sold.
Units/orderAverage units per order.
Sales/orderAverage sales per order.
Sales/visitorAverage sales per visitor.
Sales/visitAverage sales per visit.
FollowersTotal count of customers following your brand via the “Follow” button on your Store or Posts. Available in the US only.

Measuring off-Amazon traffic to your Store

We previously explored how your Store can serve as an ideal landing page for your advertising and marketing campaigns, both on and off Amazon. Using Amazon Attribution, you can find the insights you need to understand how your non-Amazon marketing efforts—including those across search, social, digital, video, and email channels—are driving value for your brand on Amazon.

To get started, you can access Amazon Attribution through the advertising console alongside your self-service ads campaigns.

  1. Sign in to the advertising console.
  2. Set up measurement by creating your first campaign.
  3. Access step-by-step instructions in the help center to create your Amazon Attribution tags.
  4. When selecting the creation method, you can manually create the campaign structure or set up measurement with bulk operations for your Google search, Facebook, and Instagram ad campaigns.
  5. Apply the Amazon Attribution tag into the final destination URL of the associated paid or organic campaign within the publisher platform. This tag will drive directly to your Store.

Once you apply your tags and launch your campaigns, the advertising console will display reporting—most likely only clicks to begin with. Wait 1-2 days to review and validate your reporting. Once you’ve confirmed that your tags are reporting correctly, you can use the Amazon Attribution campaign manager to access your reports. You’ll be able to review key metrics like clicks, detail page views, add to carts, and purchases so you can make in-flight optimizations to your campaigns.

Use your metrics to make enhancements

The data in your dashboard gives you actionable insight into how shoppers interact with your Store.

Here are some ways to apply that data:


Visits: As we mentioned, a visitor can visit from more than one traffic source and visit more than one page. You can use this insight to understand which traffic sources visitors use to arrive at your Store, and which pages they visit. That can help you determine if, for example, traffic increase from a paid source correlates with a traffic increase from Amazon organic sources, so you note if there’s a halo effect.

various device

Page view/visitors: This insight can help you identify, on average, how many pages visitors view per day. A high number of visits to a single page in one day, followed by low page views per visit, could indicate that a lot of the traffic arriving to the first page doesn’t continue to explore your Store. You might want to consider refining your traffic sources (for example, linking a Sponsored Brands ad to your Store) to drive more relevant traffic, or optimizing the landing page you’re driving traffic to.

Omni channel

Sales, units, and orders: With these, you can calculate sales per visitor, sales per order, or units per order. Use the insights to measure pages and traffic sources that yield both the best and worst sales performance. If the sources or pages are performing well for you, consider comping these strategies with your low-performing sources and pages, or consider changing how you drive traffic to the pages.


Chefman creates kitchen appliances that make cooking more efficient, not to mention fun. In keeping with this concept, their Store features helpful how-to videos and product photography that makes you want to reach out and turn a dial, press a button, or grab a (delicious-looking) panini.

How often should I update my Store?

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 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 Store for major holidays and shopping events, putting your most relevant, giftable products front and center.

On average, Stores updated within the past 90 days have 11% more repeat visitors and 13% higher attributed sales per visitor.1

Measuring your Posts performance

Review the following metrics in the context of your business goals and continue adapting your posting strategy to meet your objectives.

Goal 1: Build brand awareness and loyalty

Follower count:

A growth in followers corresponds to a growth in brand awareness. By increasing your followers, you can keep loyal customers engaged with your brand.

Tip: Grow your followers by posting frequently and creating a cohesive brand experience across your posts and Store.

Follow clicks per post:

Download a report to review which posts drove the most followers.

Tip: Use this metric to learn which types of posts resonate the most with shoppers and lead them to follow your brand.

Viewable impressions:

Viewable impressions refers to the number of times Amazon shoppers were exposed to your content, which is critical for growing brand awareness.

Tip: Consistently posting engaging content will help your posts surface more regularly and garner more impressions in detail page placements, related feeds, and category feeds, which populate based on relevancy, freshness, and historical engagement.


Reach refers to the number of unique shoppers who viewed your posts, which is an important metric for tracking conversions.

Tip: Analyzing your reach can help you measure the number of unique opportunities you had to convert new shoppers into customers purchasing from your brand.

Goal 2: Drive consideration and conversions

Engagement rate:

Your engagement rate is calculated by total clicks over total viewable impressions. This metric illustrates how well your posts encourage shoppers to continue exploring your products and move further down the purchasing funnel.

Tip: If you’re noticing low engagement rates, reevaluate your content and test new images and captions to discover what resonates best with shoppers on Amazon.

Product clicks:

Review product clicks to see how many times customers are clicking on the products tagged in your posts and visiting the related product detail pages.

Tip: If you’re seeing low product clicks, ensure that the correct products were tagged that appear in the image of your post. Consider testing posts with different captions for the products to learn what content inspires shoppers to seek more details about your products.

Clicks to Store:

Review the number of clicks from your posts to your Store to understand how often shoppers are interested in learning more about your brand and product offerings.

Tip: Keep your Store updated with engaging content like videos and shoppable images to give visitors a reason to keep coming back for the latest from your brand.

Thank you for reading

Create a unique brand experience with Stores