How To Use Amazon Brand Stores To Increase Shopper Engagement

Drive brand awareness, incremental sales and create a strong branded experience by leveraging Amazon's Brand Store capabilities.

Creative & Optimization

November 8, 2021

Amazon (and other etails) should be perceived as your customer acquisition channel. Like you do with your direct-to-consumer site, crafting your brand message on Amazon and arming shoppers with all the knowledge that they need to choose your product is no longer optional.

Amazon now offers a number of marketing tools to drive brand awareness and create your brand experience on Amazon (including Sponsored Brands and A+ Content). However, one of the most customizable among these tools are Amazon Brand Stores.

Check out how we drove a 31% increase in ROAS with Sponsored Brand Ads by relaunching an optimized store - oh yeah, that increase was in the first 30 days of launch!

What is an Amazon Brand Store?

Amazon Brand Stores is a free self-service tool for Brand Registered sellers, that allows sellers to design their own branded storefronts on Amazon where customers can learn about and experience their brand and navigate their product selection.

You can locate the Amazon Brand Store interface in the Amazon Ads dashboard.

How To Use Ads To Drive Traffic To Stores?

There are several ways to drive traffic to a Store, both organic and sponsored.

  • Stores can be reached directly via their unique url which can be shared on social media.
  • The Brand Store also acts as a landing page for your Sponsored Brand Advertising campaigns.
  • The store can also be reached organically when a shopper clicks on the linked brand name (under the product title) on your product pages on Amazon.

Measure, Optimize, Repeat.

As with everything you do on Amazon, it’s important to track the performance of your Store and use that data to revise and refresh your strategy to drive more sales. The insights dashboard provided by Amazon reports data to help you track and understand metrics like visits, visitors, page views, traffic sources, and sales attributable to your Store.

Amazon leads the ranking of the most popular shopping apps in the United States. 150.6 million mobile users accessed the Amazon app in September 2019 (Statista, 2019) - so it’s just as important to make sure your brand store experience is optimized for desktop and mobile methods.

We recommend updating the Brand Store as you launch more products, and refreshing it at least twice a year. The refresh will support any updates made to your D2C site and seasonal peak times.

Considering Amazon is your customer acquisition channel, it is likely Amazon customers are learning about your brand for the first time. Your Amazon Brand Store should be duplicative of your D2C site to ensure consistent and accurate brand representation across the commerce funnel.

Benefits of the Brand Store?

Curated brand destination
Your Amazon Store educates your customers about your brand narrative. Instead of having to search for each one of your products individually, shoppers can explore your entire product portfolio in your Store. You’ll also have your own custom “” URL. Ex.

No competitor ads
One of the biggest benefits of having an Amazon Store is the freedom from competitor ads. Sponsored Product and Sponsored Brand Ads create a lot of distractions on Amazon search results pages and even on product listings. But on your Store, customers will only see your brand.

Get creative
You have the opportunity to flex your marketing creativity with great images, infographics, or even videos for your products. We all know how important your main product images and A+ content are—now, you’ll have even more space to completely customize the look and feel of your brand.

Amazon has been rolling out more features for stores including a “Follow” button which gives customers the option to follow your brand on Amazon - automatically indicating and measuring brand loyalty on Amazon. You’re also able to notify these customers with emails about new product launches or promotions using Amazon’s Customer Engagement Tool. Additionally, they added a search bar on the top right of the storepage, allowing seamless search optimal for stores with expansive assortments.

Drive traffic directly to your Storefront
With Sponsored Brand or Sponsored Display Ads, you can drive traffic directly to your Amazon Store. This allows you to funnel customers away from your competitor’s products. You can also use your own social media accounts or email marketing to send traffic to your Store.

Customers can also find your Store by clicking “Visit the [BRAND NAME] Store” underneath a listing’s title.

Add subpages
If your brand includes multiple subcategories of products, you can create subpages to host them. For example, if you sell a range of kitchen appliances, you can set up pages for coffee machines, toaster ovens, air fryers, and other groups of items.

Amazon recently launched a Search Bar on the brand store, allowing customers to seamlessly search for specific items.

Store insights dashboard
The dashboard allows you to find out where your Store traffic is coming from, see how well your Store is driving sales, monitor page views, and more. These KPIs allow you to make accurate decisions about how you market your products and Store.


Content is becoming more and more important, we’ve always known Amazon to be a search engine machine, and it still is. But progressively Amazon is turning it into a total experience and finally starting to roll out tools for sellers built to improve their engagement with customers.

The Brand Store is a great way to give customers a peek at what you have to offer and only drives incremental sales. If you need help optimizing your brand store, give us a shout and we’d love to discuss your project!

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