Stores creative guidelines

Store pages contain customizable sections of tiles. Each tile can include content such as text, images, videos, and products.

Every Store page has a header section built in and needs to have at least 1 additional content tile.

Each page can have up to 20 sections total, which can consist of a maximum of:

• 4 background video tiles
• 1 product grid tile
• 1 gallery tile
• 1 featured deals tile
• 1 recommended products tile

If you reach the limit of one of these tile types, you won’t be able to add another unless you delete an existing tile of that type. Alternatively, you can change the content in any existing tile of that type.

Split sections contain multiple tiles that can be arranged into a variety of layouts.

Single-row split sections are variable in height. To configure the height, click on the gear icon and use the height adjustment control.

There are 2 categories of tiles in Stores: basic tiles and variable-height tiles.

Basic tiles are locked to a specific aspect ratio. There are 4 basic tile sizes: full width, large, medium, and small.

Variable-height tiles allow the aspect ratio of the tile to change depending on the height of the content. Image and text tiles support variable height.

• To configure the height within a split section, click on the gear icon and use the height adjustment control.
• For full-width image and image with text tiles, crop the image to make it shorter in height.

The header appears at the top of your Store and includes a hero image, brand logo, and navigation bar.

The hero image appears at the top of every page in your Store, above the navigation bar, and helps to separate your Store's navigation and content from Amazon's.

We recommend carefully selecting your hero image on each page, since these images are the first thing that shoppers will see when they arrive at your Store. This visual greeting can help make a lasting impression.

Safe zones for hero images

To ensure your hero image looks great on any device, we require a safe zone, which is an area in the center of your image that will always be visible.

• In some cases, up to 30% of the hero image will be cropped, which includes 15% from both the left and right sides.
• All vital parts of your hero image should be kept inside the safe zone to ensure a high-quality display for shoppers.

The navigation bar appears underneath the hero image and contains links to every page in your Store, beginning with your Store homepage.

The brand logo acts as a home button and is displayed on all pages in the navigation.

Text tiles contain freeform text and can link to a Store page or detail page.

Text can be positioned left, right, center, or justified.

Image tiles can link to a Store page or product detail page.

Adding a link title to an image tile will cover some of the image.

For rectangle images (medium and full-width tiles) with link titles, about 19% of the image will be obscured at the bottom.

19% height obscured by link

For square images (small and large tiles) with link titles, about 12% of the image will be obscured at the bottom

12% height obscured by link

All image tiles allow you to optionally use a custom image and layout for mobile devices.

Certain text fields aren’t supported with the custom mobile layout option, and will only show to shoppers on desktop.
If you choose this option, be sure to preview the tile on both mobile and desktop to ensure you have high-quality results on each.
Custom mobile layouts in full-width, large, and medium image tiles aren’t restricted to a specific aspect ratio, so they can vary in height and shape from your desktop layout.

Uploading images with embedded text is not encouraged. The text will not be readable by search engines, or by people who rely on screen readers to navigate your Store. To add text to images, use the “Image with text” tile option.

* For a high-resolution display on all devices, an image width of 3,000 px is recommended. If a title is added to the image tile, the image height must be at least 32 px.

The image with text tile has 2 layout options:

This layout lets you overlay text directly onto an image. It includes the ability to:

• Link to a Store page or product detail page
• Add multiple text elements such as prefix, heading, body, and link text
• Choose text size, alignment, and content padding
• Configure the colors and placement of the text overlay on the image

This layout lets you add text beside an image. It includes a header and description text.

Shoppable images showcase up to 6 products with interactive points. Shoppers can interact with the points to see key information and continue to purchase.

• Information such as the product name, image, Prime badge, price, star rating, and shopping actions will show.
• Each product links to its product detail page.

* For a high-resolution display on all devices, an image width of 3,000 px and height of 1,500 px is recommended.

Video tiles show in a player that shoppers can click to play. The shopper can play and pause the video, control the volume, and view the video full screen.

• Both a video file and a cover image are required.
• Cover images are used for the video's resting state (before the user presses play).
• Plays full screen on mobile devices.
• Plays inline on desktop, with an option to expand to full screen.

Background videos auto-play and auto-replay on silent while visible within the screen. They play inline on desktop and mobile.

Background videos don't provide video player controls to shoppers; they’re meant to set a tone and enrich the visual experience of the page.
Only a video file is required. No cover image needed.

The gallery section shows up to 8 images in a full-width grid layout.

When used with split sections, product tiles highlight a single product, show price and Prime status, and link to a product detail page.

Medium tiles can include a custom product title and description.

Full-width product tiles have 2 layout options:

• Product detail: Automatically shows information from the detail page and a call to action such as “Add to Cart.”
• Product editorial: Includes a custom title and description, as available on medium tiles.

The product grid shows 4 or more products in a full-width grid layout.

• Information such as the product name, image, Prime badge, price, star rating, and shopping actions will show.
• Each product links to its product detail page.

The list of products can be added:

• Manually by searching for keywords or ASINs.
• Manually by entering a list of up to 500 ASINs.
• Automatically using keywords, if your Store is associated with your brand in the catalog.

There are 2 types of product grid layout options: standard and tall.

Products are shown in a square grid. This style works for product categories that use square or wide rectangular images.

An “Add to Cart” button lets shoppers add items to their Amazon cart directly from your Store. The button won’t show if the product:

• Has multiple variations (such as sizes or colors) to choose from before purchasing
• Allows for clipping coupons
• Is out of stock in your inventory, even if available through third-party sellers
• Is categorized as "Apparel"

Products are shown in a tall grid. This style works for product categories that use tall vertical images, such as in fashion categories.

The “Add to Cart” button is hidden for all products in the tall grid.

The best seller tile shows the top-selling products associated with your brand. It automatically shows 5 products at a time.

This tile can only be selected if your Store is associated with your brand’s products in the catalog. The tile won’t be shown if there are no best seller products. If you don’t see this tile in the Store builder, contact support.

The recommended products tile shows products associated with your brand that are recommended to a shopper based on previous shopping history. It automatically shows 5 products at a time.

This tile can only be selected if your Store is associated with your brand’s products in the catalog. The tile won’t be shown if there are no recommended products. If you don’t see this tile in the Store builder, contact support.

The featured deals tile shows products with active promotions. The products will automatically appear in the tile for as long as the promotions last. When a promotion ends, products associated with the promotion will no longer appear in the tile.

Promotions that show in the tile include Best Deal, Deal of the Day, Limited Time Deal, and coupon-based promotions.

You can choose for the tile to feature:

• “All products,” meaning all of your Store products and all products in the catalog associated with your Store will appear in the tile when they have active deals.
• “A curated set of products,” meaning you enter the ASINs of specific products you want to feature, and they will appear in the tile when they have active deals and are in stock. The products will appear in the order in which you enter them. Child ASINs must be used; parent ASINs are not supported.

Here’s how the tile will look to shoppers when you have active promotions on:

Your products will appear in a full-width, four-column grid section underneath the “featured deals” title.

Your products will appear in a center-aligned section underneath the “featured deals” title (example of 2 products shown below).

Your single product will appear in a full-width section, without the “featured deals” title.

A banner will appear to let shoppers know that there aren’t currently featured deals.