5 Steps to Building Your Amazon Brand Store
June, 2026
6 MIN
Your brand deserves more than a product listing. An Amazon Brand Store is your free, dedicated storefront within the Amazon Store — a multi-page destination where customers explore your full catalogue, learn your story, and shop without competitor distractions.
Think of it as your own website inside Amazon, complete with a unique URL: amazon.co.za/yourbrand.
No ads from other brands appear on your Store pages, which keeps attention on your products and gives customers a cohesive, immersive shopping experience.
Think of it as your own website inside Amazon, complete with a unique URL: amazon.co.za/yourbrand.
No ads from other brands appear on your Store pages, which keeps attention on your products and gives customers a cohesive, immersive shopping experience.
What you need before you start
• A Professional selling plan: currently R1/month until 31 March 2027 (standard rate: R460/month + VAT)
• Amazon Brand Registry enrolment: requires a registered or pending trademark plus images of products or packaging displaying your brand name or logo
• Access to Seller Central: the Store Builder is built in; no separate account needed
No trademark yet? Amazon's IP Accelerator programme connects you with vetted legal service providers that offer trademark support. As an IP Accelerator participant, you can access brand protection benefits sooner — including Stores, A+ Content, and Sponsored Brands — even while your trademark registration is still pending.
• Amazon Brand Registry enrolment: requires a registered or pending trademark plus images of products or packaging displaying your brand name or logo
• Access to Seller Central: the Store Builder is built in; no separate account needed
No trademark yet? Amazon's IP Accelerator programme connects you with vetted legal service providers that offer trademark support. As an IP Accelerator participant, you can access brand protection benefits sooner — including Stores, A+ Content, and Sponsored Brands — even while your trademark registration is still pending.
Step 1: Plan your Store strategy
Before opening the builder, define what your Store needs to achieve:
• Awareness — introduce your brand story, values, and differentiators
• Conversion — spotlight best sellers and proof points that build trust
• Cross-sell — group complementary items to grow basket size
• Retention — feature replenishable products and messaging that encourages repeat purchases
Keep top-level navigation to five to seven items. Think about how your customers shop — not just how you organise inventory.
• Awareness — introduce your brand story, values, and differentiators
• Conversion — spotlight best sellers and proof points that build trust
• Cross-sell — group complementary items to grow basket size
• Retention — feature replenishable products and messaging that encourages repeat purchases
Keep top-level navigation to five to seven items. Think about how your customers shop — not just how you organise inventory.
Step 2: Build your Store
In Seller Central, navigate to Stores > Manage Stores and click Create Store.
Set up your brand profile:
• Enter your brand display name (appears in your URL and navigation)
• Upload your brand logo (minimum 400 × 400px, high resolution)
Build your pages using the Tile Manager:
• Add hero images, product grids, text tiles, and video modules
• Use dynamic widgets to auto-populate displays using Amazon data (best sellers, recommendations, visitor behaviour) — your Store stays fresh without manual updates
• Link pages together, up to three levels deep
• Preview on both desktop and mobile using the built-in Preview Window
Tip: Ensure featured ASINs are active and in stock. Suspended ASINs are automatically hidden from your Store — customers will see an empty tile in their place. Keep a list of backup ASINs ready to replace any that get suspended.
Set up your brand profile:
• Enter your brand display name (appears in your URL and navigation)
• Upload your brand logo (minimum 400 × 400px, high resolution)
Build your pages using the Tile Manager:
• Add hero images, product grids, text tiles, and video modules
• Use dynamic widgets to auto-populate displays using Amazon data (best sellers, recommendations, visitor behaviour) — your Store stays fresh without manual updates
• Link pages together, up to three levels deep
• Preview on both desktop and mobile using the built-in Preview Window
Tip: Ensure featured ASINs are active and in stock. Suspended ASINs are automatically hidden from your Store — customers will see an empty tile in their place. Keep a list of backup ASINs ready to replace any that get suspended.
Step 3: Review, check, and publish
Run through this checklist before submitting:
• All copy proofread — no spelling errors, consistent tone
• Navigation labels clear and logical
• All featured ASINs active and in stock
• Hero banners display correctly on mobile and desktop
• No pricing claims, contact details, or external URLs in content
• Internal links tested and correct
• Videos play smoothly; captions legible without audio
Submit for publishing. Amazon's moderation team reviews your Store for policy compliance and quality.
Once approved, customers reach your Store via:
• Your brand byline (the clickable brand name on every product detail page)
• Your unique URL: amazon.co.za/yourbrand
• Sponsored Brands ads (Step 5)
• All copy proofread — no spelling errors, consistent tone
• Navigation labels clear and logical
• All featured ASINs active and in stock
• Hero banners display correctly on mobile and desktop
• No pricing claims, contact details, or external URLs in content
• Internal links tested and correct
• Videos play smoothly; captions legible without audio
Submit for publishing. Amazon's moderation team reviews your Store for policy compliance and quality.
Once approved, customers reach your Store via:
• Your brand byline (the clickable brand name on every product detail page)
• Your unique URL: amazon.co.za/yourbrand
• Sponsored Brands ads (Step 5)
Step 4: Enhance product pages with A+ Content
Your Brand Store showcases your full brand. A+ Content enriches individual product detail pages — and both are unlocked through Brand Registry.
A+ Content lets you:
• Replace basic text descriptions with rich images, comparison charts, and video modules
• Share your brand story in a "From the Brand" section that links directly to your Store
• Build trust and reduce returns by proactively answering customer questions
• Encourage repeat purchase behaviour by helping customers explore your other products
Tips:
• Use text fields (not embedded text in images) to improve search visibility
• Mine customer reviews for common questions and address them in your content
• Add comparison charts so customers can self-select without leaving the page
• Start by refreshing your top-performing ASINs before peak traffic periods
Impact: A+ Content can potentially increase conversions by as much as 8% for Basic A+ Content and 20% for Premium A+ Content.
To create: Go to Advertising > A+ Content Manager in Seller Central.
A+ Content lets you:
• Replace basic text descriptions with rich images, comparison charts, and video modules
• Share your brand story in a "From the Brand" section that links directly to your Store
• Build trust and reduce returns by proactively answering customer questions
• Encourage repeat purchase behaviour by helping customers explore your other products
Tips:
• Use text fields (not embedded text in images) to improve search visibility
• Mine customer reviews for common questions and address them in your content
• Add comparison charts so customers can self-select without leaving the page
• Start by refreshing your top-performing ASINs before peak traffic periods
Impact: A+ Content can potentially increase conversions by as much as 8% for Basic A+ Content and 20% for Premium A+ Content.
To create: Go to Advertising > A+ Content Manager in Seller Central.
Step 5: Drive traffic and optimise
A Store without traffic is a shop with no customers. Here's how to bring them in and learn from what they do.
Drive traffic with Sponsored Brands:
Sponsored Brands ads appear at the top of search results and link directly to your Store. They require Brand Registry enrolment. You only pay when a customer clicks your ad.
Recommended starting budget split:
• Sponsored Products: 70%
• Sponsored Brands (drives Store traffic): 20%
• Sponsored Display: 10%
We recommend a daily budget of R200 to get started.
Promote your URL externally:
Share amazon.co.za/yourbrand across social media, email newsletters, and product packaging.
Optimise with AI recommendations:
In the Advertising Console, go to Brand Profile > Stores to see your overall Store quality rating. Click "Explore recommendations" for personalised suggestions to improve content and performance.
Keep it fresh: Update your Store regularly, rotate seasonal imagery, spotlight new launches, and replace underperforming tiles. Ensure products you add are in stock and buyable.
Drive traffic with Sponsored Brands:
Sponsored Brands ads appear at the top of search results and link directly to your Store. They require Brand Registry enrolment. You only pay when a customer clicks your ad.
Recommended starting budget split:
• Sponsored Products: 70%
• Sponsored Brands (drives Store traffic): 20%
• Sponsored Display: 10%
We recommend a daily budget of R200 to get started.
Promote your URL externally:
Share amazon.co.za/yourbrand across social media, email newsletters, and product packaging.
Optimise with AI recommendations:
In the Advertising Console, go to Brand Profile > Stores to see your overall Store quality rating. Click "Explore recommendations" for personalised suggestions to improve content and performance.
Keep it fresh: Update your Store regularly, rotate seasonal imagery, spotlight new launches, and replace underperforming tiles. Ensure products you add are in stock and buyable.
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