How to Create an Amazon Storefront: 2026 Brand Store Guide

Most guides stop at "click Submit". That is the easy half.

This guide covers the full Brand Store build, step by step, then what we do with a Store once it is live: point Sponsored Brands and Amazon DSP traffic at it, read Store Insights by source, and tie outside traffic back to sales.

It is written for brand owners and the people who run their ads.

What Is an Amazon Storefront?

An Amazon storefront, officially called an Amazon Brand Store, is a free, branded, multi-page store on Amazon with its own URL, such as amazon.com/yourbrand. Shoppers reach it from the brand name on your product pages, from ads and from links you share.

A Store holds your catalog, your brand story, videos and deal pages, with no competitor ads on the page.

Amazon's Brand Stores page lists it as available in 22 marketplaces, from the US and Canada to the UK, Germany, India, Japan and Australia.

The word "storefront" causes confusion, because Amazon uses it for two different things. Here is how to tell them apart.

Amazon Brand Store vs Amazon Influencer Storefront

If you sell your own brand, you want a Brand Store. If you are a creator who recommends other people's products, you want an Influencer storefront.

The Amazon Influencer Program is an extension of Amazon Associates. Creators apply with a qualifying YouTube, Instagram, TikTok, Pinterest or Facebook account, get a curated page with a custom URL (amazon.com/shop/yourname), and earn a commission on qualifying purchases.

Everything below is about the Brand Store. A seller without a registered brand has neither option yet; the first step for them is Brand Registry.

What You Need Before You Build a Brand Store

Four things have to be in place. None of them costs money with Amazon, and you do not need to run ads to open a Store.

1. A Trademark for Your Brand Name or Logo

Amazon says only brands with a pending or registered trademark can create a Brand Store. It has to be issued by the trademark office of a country where Amazon has a store.

If you have no trademark yet, Amazon's IP Accelerator connects you with vetted law firms that file one for you.

2. Enrollment in Amazon Brand Registry

Brand Registry is free. You need the trademark number, a logo that appears on your products or packaging, a list of product categories, and your Seller Central or Vendor Central login.

Brand Registry also gives you A+ Content, Sponsored Brands, Amazon Posts, Brand Analytics and Amazon Attribution. The Store is one of several reasons to enroll.

3. An Amazon Ads Account

Store building runs through the Amazon Ads tools. Sellers sign in with Amazon Ads credentials when they open the builder, so register for sponsored ads first, even if you do not plan to spend yet.

Vendors and agencies build Stores from the advertising console directly.

4. Your Assets

Collect these before you open the builder:

• A logo of at least 400 x 400 pixels.

• Lifestyle images and at least one product or brand video.

• Your ASIN list, grouped by category, with child variations kept together.

• A one-line meta description per page, written for search.

How to Create an Amazon Storefront, Step by Step

This is the current flow, based on Amazon's own Brand Store build guide from March 2026 and the Amazon Ads getting-started guide. Menu names are as of October 2026.

1. Open the Store Builder

In Seller Central, hover over Stores and select Manage Stores. Sign in with your Amazon Ads account, then select Create Brand Store and choose the brand.

Vendors and agencies go to Brand Content > Brand Stores > Create Brand Store in the advertising console. Since September 29, 2026, Amazon calls that unified console Amazon Ads Agent.

2. Set the Brand Display Name, Logo and Meta Description

The brand display name appears in the Store URL and the navigation bar, so use the brand name alone, without "Inc." or "LLC".

Upload the logo and tick the option to show it in the header. Then write the homepage meta description: Store pages are in Google's sitemap, so this line can show up in search results.

3. Choose a Homepage Template

Amazon offers four starting points. Each one is fully editable afterwards.

For most brands with more than one category, we start from Marquee.

4. Plan Your Page Hierarchy

A Store can nest pages up to three levels deep, and Amazon's seller guide recommends building all three, with the homepage as level one.

Add pages from Page Manager > Add a page, then give each a name, a meta description and a template. Every page needs its own meta description.

We use the same skeleton on almost every account:

• Level 1: the homepage, with brand story, hero video and tiles into each category.

• Level 2: one page per category, plus Best Sellers, New Arrivals, Deals and About Us.

• Level 3: subcategories, use cases ("shop by room") or bundles.

Build this around how your ads are structured. Each category page should be a landing page you would happily send a Sponsored Brands click to.

5. Add Sections and Tiles

Pages are built from sections, and sections from tiles you drag and drop. These are the tiles that do most of the work:

• Product grid: bulk-add ASINs; out-of-stock products hide automatically. The default for category pages.

• Product tile: image, price, rating, bullets and an Add to Cart button. Best when a page has only a few ASINs.

• Shoppable image: a lifestyle photo with up to six tagged ASINs.

• Video and background video: the strongest homepage tile. Put one above the fold.

• Featured deals widget: shows your live deals, and only appears while a deal is running.

• Product Selector: a short quiz that narrows a large catalog to the right product.

Avoid dead ends. Every clickable image should go to a Store page or a product detail page.

6. Use the AI Page Builder Where It Saves Time

The builder now writes pages for you. Choose a preset prompt or write your own, and it lays out the page, writes the copy and adds products.

Amazon's Prime Day 2026 guide shows the most useful version: an AI-built event page with your deals and top products, which you review, edit and publish. We use it for seasonal pages and still write category pages by hand.

7. Preview on Mobile and Desktop

You build one view, and the builder creates the other automatically. Check both anyway: tiles reflow on phones, and small text inside a banner image becomes unreadable.

Click every tile in preview. A broken link is the most common thing we find on a new Store.

8. Submit for Publishing

Select Submit for publishing. Amazon says moderation usually takes under 24 hours, and you can schedule a future go-live date instead.

The builder separates soft warnings, which you can override, from hard rejections, which block the submission. Per Amazon's getting-started guide, the usual rejection causes are:

• unsubstantiated claims ("best", "#1") without proof,

• copied dynamic Amazon content such as prices or pack sizes in images,

• website URLs, physical addresses or phone numbers.

9. Expand to Other Countries

Once the Store is live, the multi-country expansion tool copies and translates it into other marketplaces where you already sell. Review the translations before you publish them.

Why a Brand Store Is Worth the Work

Amazon's own data makes the case. Shoppers who visit a Brand Store purchase 53.9% more frequently and have a 71.3% higher average order value than those who don't, according to Amazon internal data from 2024.

The same guide says new-to-brand shoppers who visited a Store were 62.7% more likely to purchase. Those are correlations, since engaged shoppers are more likely to visit, but the direction is clear.

Freshness matters too. Stores updated in the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor (Amazon internal data, 2022). We put a quarterly Store review on the calendar for every brand.

How to Use Your Brand Store as an Ad Landing Page

This is where the Store earns its keep. A product page sells one ASIN; a Store page can sell the range, and a shopper who lands there sees no competitor ads.

1. Sponsored Brands to a Store Page

When you build a Sponsored Brands campaign, the landing page step offers your Brand Store, a product detail page or a new landing page.

Send each campaign to the most specific page that matches its keywords. A "running shoes" campaign lands on the running shoes page, not the homepage.

Amazon reports that shoppers from Sponsored Brands campaigns linked to a Store spent twice as long on it, with 55% more detail page views and 15% more sales (Amazon internal data, 25,000 US advertisers, 2021 to 2022).

2. Store Spotlight

Store Spotlight is a Sponsored Brands format that showcases up to three Store subpages in one ad. Your Store must have at least three subpages, each with a unique product, to be eligible.

This is the main reason we insist on the three-level structure above. A one-page Store cannot run it.

3. Sponsored Brands Video to Stores

Since August 2023, Sponsored Brands video campaigns can use a Store page as the landing page and show a product collection in the ad. One product is the minimum.

Use this for brand-level videos. Single-product demos still belong on the product page.

4. Brand Gallery for Branded Search

Brand Gallery, launched May 28, 2026, is a Sponsored Brands format inside reserve share of voice campaigns. It shows lifestyle imagery and a carousel of three to five Brand Store categories or collections on searches for your brand.

It needs reserve share of voice, which requires a minimum spend commitment, so it suits brands with real branded search volume.

5. Amazon DSP and Brand Store Creative

Amazon DSP campaigns can send shoppers to your Store or to any subpage. Brand Store Creative, a dynamic format available in DSP since 2024, builds display ads that land on a Store page and add deal messaging when deal ASINs on that page are live.

For upper-funnel audiences, a category page usually beats a single product page: the shopper is browsing, not deciding. In the new Amazon Ads Agent platform, Brand+ optimization can even target shoppers likely to visit a Brand Store.

For lapsed viewers and cart abandoners, a DSP retargeting ad pointing at a Deals page is often one of the cheapest sales we buy.

6. Off-Amazon Traffic

If you send Instagram, TikTok, email or Google traffic to Amazon, send it to a Store page rather than a single listing. The shopper sees the range and no competitor ads.

Tag every link, as explained below, and register for the Brand Referral Bonus first. Amazon says US brand owners earn a bonus averaging 10% of product sales driven by non-Amazon marketing. Our guide to the Brand Referral Bonus covers the setup.

How to Read Store Insights

Store Insights is the free analytics dashboard for your Brand Store. Find it in the Brand Store insights dashboard of the advertising console. These are the metrics it reports, per Amazon's best-practices guide:

Three changes in the last year make it much more useful:

• Sources breakdown (October 2025). Enhanced sources split performance by Sponsored Brands, Sponsored Display and external channels such as search engines and social media.

• Quality rating based on sales (December 2025). The High, Medium or Low Brand Store quality rating now reflects sales attributed to the Store, not dwell time. Its recommendations show an estimated sales impact.

• Sectional performance (beta, January 2026). A new tab reports renders, viewable impressions, clicks and click-through rate for each section, by traffic source.

In the illustrative example above, the same Sponsored Brands ad returns a 1.6 ROAS when it lands on the homepage and 3.1 when it lands on the matching category page.

The number we read first is sales per visitor by source. If Sponsored Brands visitors are worth far less than byline visitors, the ad is landing on the wrong page or promising the wrong thing.

Then open Sectional performance. A hero banner with a high render count and almost no clicks is wasting the most valuable space on the page.

Source Tags for Outside Traffic

In Store Insights, create a source tag for each channel and use the tagged link in your posts, emails and site. There is no limit on tags and they do not expire. Results show on the Sources page.

Store Analytics and Ad Attribution: Which Number to Trust

Three reports will give you three different numbers for the same Store, and none of them is wrong. They count different things.

• Store Insights credits sales to anyone who visited the Store, within 14 days of their last visit, whatever brought them there.

• Sponsored Brands reports credit sales to the ad. Since September 2025 they also report Brand Store page views (BSPV), the Store pages viewed because of the campaign.

• Amazon Attribution credits off-Amazon clicks with a 14-day, last-touch model. Amazon notes that Attribution and Store Insights use different methodologies, so expect gaps.

One more change matters if you buy on impressions. From January 1, 2026, vCPM Sponsored Brands and Sponsored Display campaigns, and DSP ads in the Amazon store, report conversions with a shopping-signal enhanced last-touch model. The old count lives on as "all views" metrics, so compare like with like across 2025 and 2026.

Our rule: optimize campaigns on the ad report, judge the Store on Store Insights, and judge off-Amazon channels on Amazon Attribution. Then check the whole brand on total sales and new-to-brand customers.

Brand Store Mistakes We See in Real Accounts

• Sending every ad to the homepage. A keyword-level ad deserves a category-level landing page.

• A one-page Store. It looks finished, but it cannot run Store Spotlight and gives shoppers nowhere to go.

• Text baked into images. It disappears on mobile. Use text tiles for anything that has to be read.

• No Deals page before an event. Build it two weeks ahead of Prime Day and Q4, so the featured deals widget fills the moment deals go live.

• Never updating it. A Store last touched in 2024 is still showing last year's best sellers.

• Untagged social links. Without a source tag, you cannot tell whether Instagram drove a single sale.

How We Run Brand Stores and Store Traffic in Adbrew

Everything above can be done in Seller Central and the Amazon Ads console. The Store build itself stays there: Adbrew does not build Stores.

Adbrew is an agentic retail media management platform for Amazon and Walmart, and it runs the traffic that lands on your Store:

• Sponsored Brands at scale. Sponsored Ads management launches and manages Sponsored Brands campaigns in bulk, each pointed at the right Store page, with rules on bids and budgets that you set and can read.

• Amazon DSP with no minimum. Run Amazon DSP through Adbrew's seat, send audiences to Store pages, and automate bids, budgets and frequency caps.

• AMC audiences without SQL. Build custom audiences of viewers and cart abandoners in Amazon Marketing Cloud and retarget them to your Deals page.

• Adbrew Intelligence. Ask for "Sponsored Brands campaigns landing on the Store, compared by ROAS and new-to-brand share", and the agent builds the report from your data.

Brands on Adbrew cut ACOS by 46% on average, and more than 5,000 brands, agencies and aggregators use the platform.

Build the Store, Then Send It Traffic

A Brand Store takes a day to build well and pays off every time a Sponsored Brands or DSP ad lands on the right page.

Want to see how Sponsored Brands and DSP traffic to your Store performs, by page and by source? Book a demo with our team and we will walk through it on your account.