Amazon Brand Store

Whether vendor or seller: With the Amazon Brand Store, Amazon Marketing Services provides an effective platform with which specific product categories, top sellers, specials and innovations can be advertised. In addition, the brand store offers the opportunity to advertise your own brand much better for consumers. Through freely configurable elements such as the header and individual panels on the individual sub-pages, brand messages, unique selling points of the products or various sales incentives can be set that would not be so targeted anywhere else on Amazon.

Amazon’s brand shop is not a completely new “invention”. Vendors, as B2B dealers of the platform, have been able to use the Brand Store for a long time. As part of the vendor program, some of Amazon’s own employees set up corresponding subpages, some of which could be individualized. The Amazon Brandstore was controlled by the AMG (Amazon Media Group); the shop was invoiced at an annual flat rate as part of the vendor contract. Users of the Amazon Marketplace did not benefit from this form of individualization until now.

Amazon Brand Guide

Currently, in order to create an Amazon Brand Store, there are just two things required: either you are a vendor or you have a registered trademark as a seller, which has already been registered and activated via the Amazon Brand Registry ( Sellers can then create an individual store directly via SellerCentral; vendors can use this function via the AMS platform.

The creation of an Amazon Brand Store is relatively simple: Using a modular system, different modules can be combined via drag and drop and arranged on the individual subpages according to your own ideas. Which and how many products are placed in the Amazon brand shop is freely selectable.

Once you have created your Amazon Brand Store, it must be confirmed and approved by an Amazon employee. It is at this point, that the brand shop is made visible to the user on Amazon.

Amazon Brand Store Layout / Design

While the “old” brand shops were only conditionally suitable for mobile devices, the new shops are much better optimized for both smartphones and tablets. Each individual page in the Amazon Shop is provided with a responsive grid and thus adapts to any screen size and resolution. The design of the brand store itself also looks cleaner than in the previous version. Amazon decided to focus here on large images, the highlighting of the prime logo and also shows the price in the individual tiles above average large.

The layout of the brand store can be partially adapted: Product widgets, sliders, videos, text elements and image teasers can also be freely combined with each other. The entire design is very neat and straightforward and conveys a much more modern look than the Amazon website itself.

How should a brand store be built on Amazon?

How an Amazon brand store should be structured and subdivided is difficult to answer in general. In this case, it also depends on the respective strategy with which one travels on the marketplace and how one wants to be perceived from the consumer’s point of view. In general, however, it is advisable to subdivide the brand store into different areas that are suitable for product segmentation. Possible clusters are for example:

  • Gender
  • Colour
  • Topseller / Bestseller
  • Sale Offers
  • Product novelties
  • Themed worlds
  • Related product groups


Another way to set up the Amazon Brand Store would be to subdivide it into specific advertising campaigns. If, for example, Headline Search Ads for special product areas are placed via AMS, it is advisable to set up individual landing pages in the brand store precisely for this purpose. In this way, on the one hand the search query of the user is served exactly and strategically important products can be placed higher up in the brand shop.

In general, it is also advisable to place only products with good to very good reviews high up in the Amazon Shop. Ratings have a great influence on the likelihood of purchase (Conversion Rate), so good rated items (with at least 4 stars) should also have a special significance in the brand store.

How to find an Amazon Brand Shop?

The search on Amazon is specifically designed for finding exclusively products. Even if you search specifically for brands, you usually get search results for articles. Even if, for example, you search literally for the name of the respective brand shop, you won’t find it on Amazon. In the case you search for “Wilkinson Brand Store” in the search, you will not see the shop, but only a variety of products. Otherwise, if you use the Google search with exactly the same query a link is displayed directly in the Brand Store of Wilkinson.

For certain brands, the Brand Store can also be found via a targeted search query. If, for example, you search for “Puma”, a separate banner will be displayed above the normal search results, offering a direct jump to the brand shop.

Yet another way to find the Amazon brand shop is to click on the brand name on the product detail page (or “Detail Page”). A third option is the Headline Search Ads. Here, the link can be individually set either to the shop’s start page or to any subpage that is integrated here. The prerequisite for it is again that you are a vendor. Sellers do not have this targeted linking in the headline search ads.

External traffic for the Amazon Brand Store

Brand shops are not indexed by the Amazon search engine and cannot therefore be accessed via the search itself. For Google, on the other hand, a brand store is visible and is also displayed in the corresponding search query. Even though Amazon’s search is becoming more and more important especially for product-related queries, additional traffic, e.g. via Google, can ensure further sales. Similar to A+ Content, fragments from the Google Brand Store are also indexed. When setting up such a shop, you should always ensure a certain keyword coverage – i.e. the keywords for Amazon are not relevant here, but they are for the Google crawler.

Inorganic external traffic can also pay off especially for the brand store. For certain seasonal situations or segmentations of any kind, target group-specific subpages can be set up in the brand shop, which can then be accessed via Facebook Ads, Google Adwords, Instagram, YouTube or any other traffic source. Although the Amazon Brand Store now offers some rudimentary evaluation options for traffic and the customer journey, this is still far from the level of Google Analytics, for example.

Amazon Brand Store examples

Only a few companies and brands still use the Amazon Brand Store for their own purposes, although it can be set up without additional fees. Nevertheless, there are some positive examples on Amazon, which have already integrated the brand shop well into and use it specifically for branding.

Amazon Brand Store by kwb

Classic tools and tool accessories for power tools are sold under the “kwb” brand. The vendor has set up a brand store that displays individual categories and sorts the bestsellers in the upper section.

kwb Amazon Brand Store

Amazon Brand Store from Puma

As one of the best-known brands in the sports sector, Puma is also represented on Amazon with a brand shop. A distinction is made here between different design lines, sports and sexes. Puma´s Brandstore also features special landing pages especially for PPC Advertising.

Puma Amazon Brand Store

Amazon Brand Store from Disney

Probably one of the most beautiful Amazon brand shops is Disney’s. Sorted by series, films and classics, a shop was created here that differs optically from many others. With a lot of love for detail, the Brandstore has a very differentiated structure and invites you to browse and discover.

Disney Amazon Brand Store