How to Create an Amazon Brand Store That Converts in 2026

An Amazon Brand Store is a free, multi-page storefront available to all Brand Registry sellers. It gives you a dedicated URL on Amazon (amazon.co.uk/stores/YourBrand), lets you showcase your full catalogue, and — crucially — is the only Amazon page that shows no competitor ads.

Brand Stores that are well-designed generate 3.8× higher dwell time and 4.4× higher sales per visitor compared to product detail pages alone, according to Amazon’s internal data. Yet most sellers either have no Store or have one that was set up once and never updated.

Why Your Brand Store Matters for PPC

Sponsored Brands ads — the banner ads at the top of search results — can send traffic to a product detail page or to your Brand Store. Stores consistently convert better than individual product pages when shoppers arrive from branded searches because:

• No competitor ads on the page (they can’t “steal” traffic with SD ads on your Store)
• Shoppers see your full product range, increasing basket size
• Brand storytelling increases trust and purchase confidence
• You get access to Store Insights data (visits, sales, ASIN conversion rates)

Recommended Store Page Structure

Store Tiles: Your Building Blocks

Brand Stores are built using drag-and-drop tiles. The most effective tile types are:

5 Design Principles for a High-Converting Store

1. Lead with lifestyle imagery, not white-background product shots

Product-on-white images belong on product detail pages. Your Brand Store should show the product in use, in context, by people who represent your target customer. This is what differentiates brand experience from a basic product listing.

2. Keep navigation to 3–5 pages maximum

Too many pages creates decision fatigue. Most top-performing Brand Stores have: Homepage, 2–3 category pages, and a Best Sellers page. That’s it.

3. Mobile-first layout

Over 60% of Amazon UK traffic is mobile. Preview your Store on mobile view before publishing. Tile stacking on mobile can create a very different experience from the desktop view you designed in.

4. Consistent brand identity

Use the same font, colour palette, and photography style throughout. Inconsistency looks unprofessional and reduces trust. If you don’t have brand guidelines, create simple ones before building your Store.

5. Clear CTA on every page

Every page should have an obvious next step: “Shop Now”, “See All Products”, or “View Best Sellers”. Don’t assume shoppers will scroll to find products — put a product grid above the fold on every page.

Using Store Insights to Optimise

Store Insights (under Stores → Store Insights in Seller Central) shows you:

• Visits per page — which pages attract traffic and which are ignored
• Sales per visit — which pages actually convert
• Traffic source — organic, Sponsored Brands, external
• ASIN sales from Store — which products sell best through the Store

Review Store Insights monthly. Pages with high visits but low conversion need redesigning (usually the product grid or CTA is weak). Pages with low visits might need Sponsored Brands campaigns pointing directly to them.

Connecting Brand Store to Sponsored Brands Campaigns

Send Sponsored Brands traffic to specific Store pages rather than your homepage for better relevance. Examples:

• Campaign targeting “garden tools” keywords → link to your Garden Tools category page
• Campaign targeting brand name keywords → link to Best Sellers page
• Campaign targeting competitors → link to homepage (broad consideration)

This page-level targeting consistently outperforms sending all Sponsored Brands traffic to the homepage because shoppers land on content specifically relevant to what they searched for.

Updating Your Store for Seasonal Events

Amazon’s best-performing Stores are updated 4–6 times per year to reflect seasonal relevance: Valentine’s Day, Mother’s Day, Summer, Back to School, Black Friday, Christmas. Create a seasonal homepage banner and curate a “Seasonal Picks” page. Amazon rewards Stores that update regularly with better organic placement in category browse pages.