What are Brand Stores on Amazon?

Zeeshan Riaz October 19, 2022

Amazon is a well-known company in the eCommerce industry. It’s one of the most popular retailers, with over 500 million products available anytime. A store on Amazon (also known as an Amazon Brand Store) is a collection of interconnected third-party brands partnered with Amazon to sell their items through this platform. This can be an excellent solution for small businesses and even larger ones who don’t want everything they have to be listed on every venue imaginable. It’s important to note that any sellers can list their products to provide the customer with more choices, but there are specific criteria that must be met before being accepted into brand stores on Amazon; there’s no way around it. 

Brand Stores on Amazon

In this article, I’ll go through the fundamentals of Amazon stores. Additionally, I will clear up some misunderstandings about how they fit into the toolkit of Amazon sellers. Lastly, you will be provided with helpful advice on making the most of this new feature. 

What do brand stores on Amazon mean?

The Amazon Brand Store is a new online storefront that allows merchants to sell products through Amazon. It’s the latest addition to Amazon’s growing list of initiatives designed to help third-party sellers reach new customers and grow their businesses.

This store was launched in September 2018, and it’s free for all 3P sellers on the Amazon marketplace (1P and 3P). Merchants can use the tool to create a free online storefront for their businesses with an Amazon Brand Store. So, by experimenting with unique designs and ready-made templates, retailers may quickly elevate their consumers’ experience. Every 3P seller on Amazon’s Brand Registry has access to this capability, which was previously only available to 1P suppliers. 

How to set up a brand store on Amazon?

Brand stores on Amazon are an excellent way for small businesses to sell their products. They’re also a great way to establish your brand identity and build customer trust by offering your customers a high-quality product at an affordable price.

Here’s how you can set up a brand store on Amazon:

  • Create an account with Amazon Seller Central. You can do this by visiting the Seller Central section of the Amazon website and clicking “Create an Account.” You’ll need to provide personal information such as your name and address and contact information for your business (such as its name, address, phone number, and email address). You’ll also need to register with the state where your company operates.
  • Add items to your store. Once you’ve created an account, select “Store” from the main menu bar on the left side of the screen and then click “Add Products.” From there, add each item you want to sell through your store — including those purchased from other sellers on Amazon.
  • Set up options. Set up shipping options for each item in your brand stores on Amazon using Shipping Labels & Destinations (included with Seller Central). This feature allows you to create labels that reflect each item’s specific shipping requirements.   

How to make your brand store successful on Amazon?

Here are some tips for how to make the most of your brand store on Amazon:

  • Create a compelling product listing. 

Your product listing should be clear and concise, with product images and specifications showing what you’re selling. An excellent way to do this is by highlighting relevant features and benefits of your product, including its size, color, material composition, and more. If you can list these in a way that makes them stand out from other similar items on Amazon, it will help your listing get noticed.

  • Make sure your category pages are optimized for search results. 

For example, Amazon uses algorithms to determine which categories appear in search results when customers type specific keywords into their search bar. Therefore, if you have multiple variations of products in one category (such as different sizes or colors), each variation should be listed separately under that category page. Hence, this way, the visitors can easily find the correct interpretation of their choice by simply performing a quick keyword search within that category page. 

What benefits do you get by creating a brand store on Amazon?

  • Brand exposure – Brand stores will allow customers to see your products for sale in their category. This is important because it shows them that you have quality products that they can purchase from you.
  • Brand recognition – Brand stores will also help build your brand and make it more recognizable through their search results on Amazon. This means that if someone searches for something in your category that has been featured on your store, they will find it at the top of their results list, which means more sales!
  • Increases sales– Customers that find your brand stores on Amazon through search engine optimization (SEO) will have an easier time finding what they want, which means more sales for you!
  • Easy to set up: Setting up a brand store on Amazon is easy, and it only takes a few minutes. All you need is access to an Amazon Seller Central account or AWS developer account, which will provide you with the tools necessary for creating your brand store.
  • Cost-efficient: Amazon brand registry is relatively cost-effective because they allow you to sell non-Amazon branded items directly from your website; this way, customers do not have to search for them elsewhere on the internet or go into physical stores such as Walmart or Target to find them. 
  • Control over customer experience – As a seller, you’ll be able to set up all types of fulfillment options, including FBA (fulfillment by Amazon), FBM (fulfillment by Merchant), and ABM (fulfillment by Merchant 2). You can also choose whether or not you want customers to pay with Amazon Pay or credit cards. 
  • Fulfillment flexibility – Brand stores allow sellers to ship their products directly from their warehouses across multiple channels, which means more options for sellers and consumers alike.

What are the dos of the brand store?

  1. Make sure you have an Amazon Business account to start selling on Amazon Brand Store.
  2. Build a website that reflects your brand identity, such as your logo and colors.
  3. Ensure that your products are compatible with the Amazon Brand Store marketplace so that customers can search for them and add them to their cart from the product detail page.
  4. You can also use FBA (Fulfillment by Amazon) to get products into Amazon Brand Store faster, but only if the product is eligible for Fulfillment by Amazon (FBA). If it’s not suitable, you’ll need to use other options, such as drop or direct shipping (see below).
  5. Check which categories your items qualify for when uploading them into your store!

Amazon brand store templates: 

Brand stores are templates that allow you to promote your brand or product on Amazon. The idea is that you create a store, and then the template will help you to make it look like an actual store.

The benefits of using a brand store templates are:

  1. You can create several versions of the store, each with its unique look and feel.
  2. There’s no need for coding knowledge or skills; choose a suitable template and start selling!
  3. Customers will see your Amazon storefront name as they browse through categories and products, so they know they are buying from your brand.

Amazon Brand Store Guidelines: 

The Amazon Brand Store is an extension of the company’s marketplace model. It offers a unique way for brands to reach customers directly through Amazon’s online platform while keeping control over their investments and branding. Moreover, it also helps in allowing brands to sell their products on Amazon without having to go through the hassle of setting up their website or storefront. Brands can also use it to promote their products directly on the Amazon homepage and in product descriptions, reviews, and other marketing materials.


To be eligible for inclusion in the Amazon Brand Store, your brand must meet all of these guidelines:

  • Have an active product listing (including an image) on at least one of your websites (or any third-party site with a valid merchant account with us).
  • Have a physical address where your products are delivered within the United States. If you don’t have one yet, contact us for more information about how we can help!

What are the best practices you should consider? 

The best practices you should consider while setting up an Amazon Brand Store are:

– Make sure the store is aligned with your brand’s values and mission.

– Ensure that the store has a clear message and a compelling reason for customers to visit it.

– Ensure that the store is easy to navigate and use, with intuitive navigation and user interface.

– Consider whether there is room for improvement in product selection, inventory management, or customer service.


In short, brand stores on Amazon are an exciting development in the battle between Amazon and traditional retailers. It gives brands a new way to get their products in front of customers and allows Amazon to increase its revenue. It’s a fair trade-off with only one potential problem: customers may feel they don’t have to shop elsewhere. Of course, it’s still too early to tell whether brand stores will succeed—or even if Amazon keeps them around—but they’re worth noting for now.




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