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Improve your brand presence with a Brand Store

Marc Aufzug
Marc Aufzug
6 min read
25 October 2022

What is a Brand Store?

A Brand Store allows brands to build a unique website within the Amazon cosmos. It allows companies selling on Amazon to personalize the experience for their shoppers while displaying their product range, and special deals and establishing their brand voice.

Brand Stores consist of Text tiles, Image tiles and Product + text tiles:

  • Text tiles should be as concise as possible. These tiles provide the space to give a summary of the product, its USPs and uses and applications but should be limited to about two sentences.
  • Image tiles are best utilized with high-quality images that display the product clearly in the foreground, displaying the product in use, if possible.
  • Product + text tiles have both an image and text made to clearly display a product with its descriptive title. As with the text tiles, try to keep the wording as succinct as possible, maintaining about a 50/50 text-to-image size ratio.

How to create a Brand Store?

  • Create a professional seller account. This step is the beginning for every business that is transitioning into selling its products on Amazon. The sign-up process is simple and once Amazon verifies the legitimacy of your business with a simple phone call, you are free to proceed to the next step.
  • Register with Amazon Brand Registry (ABR). Applying for the ABR program is not only the next step in the store creation process but also will provide you with tools to guard and improve your brand on Amazon.
  • Create your store’s homepage using a template. Once your brand is registered with Amazon, you can access the Store creation platform through your Amazon Seller Central account or from the Ad Console. Here, you can find your brands that qualify for Store creation. Choose from the product grid, marquee, product highlight, or blank templates based on the goal of your store.
  • Build store pages. The top page of your store will always be the homepage, but you have the option to add additional subpages with up to three levels of page hierarchy. To add a new page, go to the “Pages” tab, select a page under which you want to add a subpage and click “Add page.” Tip: Develop a basic plan of action before beginning the creation process. Evaluate the products you wish to incorporate while creating your store and subsequent landing pages and focus on easy access for your shoppers. Provide a logical pathway for them to navigate from one page to the next.
  • Add content tiles to every page. Content tiles consist of images, titles, product grids, galleries, videos and navigation with which the customer can interact on each page. Choose these content tiles as if you were curating which items to place in different displays throughout your storefront, keeping in mind and best meeting both your customer’s needs and your business’s needs. Display bestsellers, more complex product details and even current deals.  Tip: Consider branding in your Store creation. Stick to a consistent colour palette, consider the brand voice throughout the content and ensure all photography has the same look and feel. These details are what take a store from good to great, leaving a lasting impression on your shoppers.
  • Upload your products. Much like a physical storefront, your Amazon Brand Store has a unique product inventory. Stock your store with items you want to sell, ensuring each has an individual ASIN (Amazon ID number).
  • Submit your store pages for review before publishing. Conduct your own review of each page, checking for grammar and spelling mistakes, branding or image inconsistencies as well as navigation, image or content tile issues and then submit for the official Amazon review before your store is published.


Build up a home page that is: easy to navigate, gives a good overview of the different categories and also promotes sales with elements like the product grid. Furthermore, the home page can be used to introduce the brand and integrate special offers or seasonal products.

If possible, a Brand Store should not contain too many categories, so the customer will not get lost. Working with subcategories can help.


  • Easy navigation and customer satisfaction as he finds what he was looking for
  • Converted sales
  • Creating space for special offers and seasonal products that can be changed when needed

How can a Store improve your branding strategy?

  • Elevated shopping experience: Combine text and image content and provide potential buyers with detailed information on your product range and explanations of complex products.
  • Consolidated brand presence: Advertise your brand, become present for shoppers and advocate for your brand’s values in just a few clicks.
  • Several landing pages: Brand Stores can be used for off-site marketing while sub-pages can be used as landing pages within the Amazon ecosystem.
  • KPI availability: An Analysis Dashboard collects significant data about your store’s performance and measures the success of external campaigns.
  • Deals & performance availability: Promote active deals, especially during events like Prime Day and Cyber Week or seasonal business.

Case Study: Amplifying JBL’s Brand Presence on Amazon

Main Challenge

  • Optimizing a very large product portfolio on multiple marketplaces.
  • Building and maintaining a uniform brand image in the Amazon cosmos.
  • Developing an Amazon presence for JBL not only for new shoppers but also for loyal customers while simultaneously adhering to their existing e-commerce and corporate identity.

Our Solution

  • Developing a designed concept that could be applied to Premium A+ product detail pages and content creation, which served as a layout and guide for future content creation.
  • Building a Brand Store which was rolled out for all categories and marketplaces.
  • Making an extra effort to ensure uniformity of the content with increased efficiency and feasibility of creation.

The Outcome

Not only did our work help boost JBL’s current sales and brand presence with optimized, uniform content, but our actions and initiative will also continue to save time and promote JBL as we continue to roll out new products and marketplaces.


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Marc Aufzug