Amazon Brand Store design: how to build a Store that earns its traffic

Most Amazon Stores we audit were built once, at launch, by whoever had a free afternoon. They show every product in one long grid, the homepage banner is cropped on a phone, and nobody has opened Store insights since. That is understandable, because a Store does not sell anything by existing. It earns money when shoppers arrive with a reason to be there and find the right products quickly.

This guide covers how to plan, build and measure a Store on Amazon.co.uk, with the rules as Amazon states them today. For the content that sits on each product page, see our A+ content blueprint.

What a Brand Store is, and who can have one

A Brand Store is a multi-page storefront on Amazon with its own address, where a brand can show its range, explain its products and tell its story¹. The essentials:

You build and edit the Store in the advertising console, under Brand content, then Brand Stores, then Create Brand Store³. The brand display name you enter appears in the Store’s address and navigation bar, is case-sensitive, and must not include calls to action, company suffixes such as “LLC” or “Inc.”, or the word “Store” unless it is part of the brand name³. If you are not yet in Brand Registry, start there; our Brand Registry guide covers the trade mark, the costs and a realistic timeline.

Moderation shapes how you work. You cannot edit a Store while it is under review⁷, so batch your changes, and use scheduled publishing for anything tied to a date. The requested time must be at least 24 hours ahead to allow for review³.

Where Store traffic comes from

Before designing a single page, be clear about how shoppers will reach it. Amazon lists these routes¹²:

• The brand byline, the blue brand-name link near the title on every product page.
• Sponsored Brands and display ads that use the Store, or a page within it, as their landing page.
• The Store’s own address (amazon.co.uk/ followed by your brand name), shared on your website, emails and social channels.
• Shopping results on Amazon, where Store pages can appear, and search engines, which can index Store pages.

In the accounts we manage, the byline is a steady trickle and the rest depends almost entirely on what you send. That has a practical consequence: a Store should be designed as a set of landing pages, each built for a specific kind of visitor, not as a single brochure that everyone enters through the front door.

Plan the page tree first

Stores can have one or more pages, with up to three levels of hierarchy: the homepage at the top, and subpages one or two levels below it⁴. The navigation bar is generated automatically from the page structure⁶, so the tree you plan is the menu shoppers will see.

Organise pages the way shoppers choose, not the way your price list is ordered. Amazon’s own advice is to group products by category, product type, use, need or theme². In our practice, the words shoppers actually search for make the best page names, and our guide to Amazon keyword research shows where to find them. The structure we usually start from is our practice, not an Amazon template:

Two rules from Amazon’s advertising side should shape the tree. Store spotlight ads need a Store with at least four pages, each with at least one unique product¹⁰, so a two-page Store rules out a whole ad format. And any product group you plan to advertise deserves its own page, because sending a shopper who searched for one thing to a homepage full of everything wastes the click.

For large catalogues, resist the urge to mirror every category in your own system. A shopper should be able to reach any product in two taps. If a group page holds more than a few screens of products, split it at level 3 by the attribute shoppers filter on.

Templates and content tiles

Each page starts from a template or a blank page⁵:

• Marquee, for a homepage or brand story across several categories.
• Product highlight, for a flagship product or top product line.
• Product grid, for eight or more related products on one page.

To change a page’s template later you must delete the page and create a new one⁵, so choose with the page’s job in mind. Every page is then built from tiles, in four sizes: full width, large, medium and small⁶. What each one does, and the details that catch people out:

Design for the phone first

Store templates and tiles work on mobile web, the app and desktop, and the builder lets you switch between views and add device-specific images³. Design the mobile view first. In practice that means short headings in live text rather than in images, hero images composed for the cropped centre, and product groups that make sense two to a row.

Use the copy to answer the questions a shopper has at that level of the tree. On a group page, that is usually “which of these is for me?” A short comparison in an image-with-text tile, or a product grid ordered from entry model to premium, does more than another lifestyle banner.

Send the right traffic to the right page

Sponsored Brands

Sponsored Brands is the main paid route into a Store; our Amazon PPC strategy covers who can use it and where it fits in an account. Amazon’s current formats and landing pages¹⁰:

The rule we apply is simple: the landing page should answer the search that triggered the ad. A shopper who searched for a waterproof version should land on the waterproof page, not the homepage. That is only possible if the page tree already has the pages, which is why we plan Store and campaign structure together.

Amazon’s display products are changing as we write. On 29 September 2026 Amazon announced that Sponsored Display, Sponsored TV and programmatic campaigns are being brought together as DVA+ in Amazon Ads Agent, rolling out from late October¹². Store pages remain valid landing pages for display campaigns¹, but check the options in your own console as the change reaches the UK.

Traffic from outside Amazon

For links you share yourself, add a source tag: the parameter ?channel= followed by a tag name of up to 20 characters, using letters, numbers, dashes, spaces and underscores. Store insights then reports that traffic under its own name. There is no limit on how many tags you create, but only the top 100 tags with enough visits are shown; the rest are grouped as “Other tags"⁹.

Source tags tell you what happened inside the Store. To follow paid social or email traffic through to detail page views, basket adds and purchases, use Amazon Attribution, which is free, available in the UK, and open to professional sellers enrolled in Brand Registry¹¹.

Read Store insights honestly

Store insights is the dashboard for each Store. The metrics Amazon defines²:

Read the sales figures with care. A shopper who visits your Store and buys within 14 days is counted, whether the Store persuaded them or they were going to buy anyway. Amazon reports that new-to-brand shoppers who visited a Store were 62.7% more likely to purchase and spent 72.3% more¹, citing its own internal data. Those are comparisons between shoppers who chose to visit a Store and shoppers who did not, so they describe engaged shoppers more than they prove the Store caused the difference.

What Store insights is good for is comparison:

1. Page against page. A group page with plenty of visits, a high bounce rate and few sales is the first page to fix. Look at what a phone shows above the fold.
2. Source against source. Compare tagged sources and ad traffic on bounce rate and sales per visit, not on visits alone.
3. Before against after. Change one page, then compare four weeks before with four weeks after, outside peak weeks. Our guide to Amazon experiments covers how to read a before-and-after change without fooling yourself.

Keep it current with versions

Amazon recommends updating your Store at least once a quarter¹. Store versions let you build a seasonal version in advance and schedule it with start and end dates. Versions cannot have overlapping end dates, you cannot roll back to an earlier approved version, and the default version cannot be deleted⁸. Because each version goes through moderation, build peak and gifting versions weeks ahead.

In the accounts we manage, a quarterly review covers four things: products that have been discontinued or are out of stock and still shown, new launches that are missing, group pages whose bounce rate has risen, and ad campaigns pointing at pages that no longer match their keywords.

Checklist before you submit

1. Every product group you advertise has its own page, and the Store has at least four pages with unique products.
2. No product is more than two taps from the homepage.
3. Headings and key messages are live text, not text inside images.
4. Hero images and logos are inside the safe area on the mobile preview.
5. Every image tile links somewhere useful.
6. Sponsored Brands campaigns point at the page that matches their keywords.
7. Every link you share outside Amazon carries a source tag.
8. A date is in the diary to review Store insights page by page.

A Store will not rescue weak product pages, because every purchase still happens on the detail page. Get the titles, images and bullets right first with our listing optimisation guide, check them with the free listing checker, and then build the Store as the place that sends shoppers to them.