Brand Registry · Beginner · 6 min read · 8 steps
How to create an Amazon Brand Store, from requirements to review
Every product detail page you own has a small brand link under the title. Most sellers never think about where it goes. Without a Brand Store, that click lands on a plain search grid that may show the shopper whatever else matches. With one, it lands on a page you designed, stocked only with your catalog.
Amazon charges nothing for the Store, and its own numbers on shoppers who visit one are hard to ignore. The work is in the details: the right image sizes, a page tree that makes sense, a clean final review and a way to see which of your own channels sends buyers. Below are the exact clicks, the specs and the tracking setup.
Part 01
Step by step
8 steps, in the order Seller Central asks for them.
- 01Check the three requirements
You need a Professional selling plan ($39.99 a month plus selling fees), a brand enrolled in Amazon Brand Registry with a pending or registered trademark, and an Amazon Ads account. Registering for Ads is required to reach the builder, but you don't have to run ads to have a Store.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, Brand Stores
- 02Open the Brand Store builder
In Seller Central, hover over Stores and select Manage Stores, then sign in with your Amazon Ads credentials and select Create Brand Store. From the advertising console the path is Brand Content, then Brand Stores, then Create Brand Store.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
- 03Fill in the brand basics
Pick the brand, enter the customer-facing Brand display name (it appears in the Store URL and navigation bar), upload a logo of at least 400 x 400 pixels and write a meta description that summarizes the page for search.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, Stores creative guidelines and ad specs
- 04Plan at least three levels of pages
Amazon recommends at least three levels, with the homepage as level one. In Page manager, select Add page, enter the navigation title and meta description, then choose a template or start blank. The navigation bar builds itself from this page tree.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
- 05Design the hero with the crop in mind
The hero image needs at least 3,000 x 600 pixels and no more than 5 MB. Amazon Ads says that in some cases up to 30% of the hero is cropped, 15% from each of the left and right sides, so keep text, logos and key product shots inside the center safe zone.
- 06Add every product you sell
Use product grids for each category page, product tiles for best sellers and new releases, shoppable images, and widgets such as best selling or recommended for you. A product has to be listed on Amazon before it can go in the Store.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
- 07Preview on mobile and proofread
Toggle the preview between mobile and desktop. Watch for technical issues, mistakes or typos, blurry or low-quality images, inconsistent branding and inaccurate product information. Amazon Ads also suggests reading the content acceptance policy before you submit.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, A comprehensive guide to successful Brand Stores
- 08Submit for publishing, or schedule it
Select Submit for publishing and choose to go live as soon as moderation approves it, or on a date you pick. The Sell on Amazon blog says review usually takes under 24 hours but may take longer, and Amazon Ads says it can take up to 24 hours.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, A comprehensive guide to successful Brand Stores
Part 02 Calculator
Try the numbers: Brand Store hero image safe area
Everything runs in your browser. Nothing you type leaves this page. Pixel positions are our arithmetic on Amazon's published percentages.
Part 03
The picture
The same facts, drawn. Each chart links to the Amazon page it comes from.
Requirements and steps from Amazon's March 2026 Brand Store guide. The Store is free; the plan is $39.99 a month plus selling fees.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
Data desk by XENA IntelligenceHow much higher each measure was for shoppers who visited a Brand Store during their shopping journey than for those who didn't, per Amazon Ads. Amazon's figures, not ours.
Source: Amazon Ads, Brand Stores
Data desk by XENA Intelligence- May be cropped, left 15%
- Safe zone for text and logos 70%
- May be cropped, right 15%
Amazon Ads says up to 30% of the hero can be cropped in some cases, 15% from each side. The 70% safe zone is our arithmetic on that number.
Source: Amazon Ads, Stores creative guidelines and ad specs
Data desk by XENA IntelligencePasses
- Preview on both mobile and desktop
- Show your full catalog, organized by category
- Use product grids, product tiles and shoppable images
- Keep branding consistent across every page
- Schedule seasonal versions for a set go-live date
Bounces
- Technical issues such as broken tiles
- Mistakes or typos
- Blurry or low-quality images
- Inconsistent branding
- Inaccurate product information
Drawn from the final review checklist in Amazon's March 2026 Brand Store guide.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
Data desk by XENA IntelligencePart 04
Tricks the help page buries
The lines in Amazon's own documentation that most sellers scroll past.
- 1The brand link is free traffic
Shoppers reach your Store from the brand byline on your product detail pages, from Sponsored Brands and display ads, and from a short URL such as amazon.com/brand-name. Put that short URL anywhere you already send people.
Source: Amazon Ads, Brand Stores
- 2Tag every link you share
In your Brand Store insights dashboard, create a source tag for the Store link you share in social posts, email campaigns and your own website, then measure those visits on the Sources page of Store insights.
Source: Amazon Ads, A comprehensive guide to successful Brand Stores
- 3Read sales with the 14-day window in mind
Store insights estimates sales, orders and units from Store visitors within 14 days of their last visit. Judge a redesign after two full weeks, not the morning after it goes live.
Source: Amazon Ads, A comprehensive guide to successful Brand Stores
- 4Find out which ads actually send shoppers
Since October 1, 2025, Brand Store sources insights break traffic out by Amazon Ads solutions, including Sponsored Brands and Sponsored Display, and by outside channels such as search engines and social media. Compare them before moving budget.
- 5Let the deals widget do the work
The featured deals widget only appears while you have active deals, so it can sit on your homepage all year without going stale. One less thing to remember on Black Friday.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
- 6Schedule the seasonal version
The scheduling feature lets a separate version of your Store go live on a date you choose, for a launch, a season or Prime Day, without touching the main version. Submit it early, since review can take longer than 24 hours.
Source: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
- 7Refresh it every 90 days
Amazon Ads says Brand Stores updated within the past 90 days had, on average, 11% more repeat visitors and 13% higher attributed sales per visitor. Put a quarterly refresh on the calendar, and update before major holidays.
Source: Amazon Ads, A comprehensive guide to successful Brand Stores
Part 05
Questions sellers ask
Tap a question to open it.
How much does an Amazon Brand Store cost?
Creating and maintaining an Amazon Brand Store is free, and you don't need to run ads to have one. You do need a Professional selling plan, which costs $39.99 a month plus selling fees, a brand enrolled in Amazon Brand Registry and a registered Amazon Ads account.
Sources: Amazon Ads, Brand Stores, Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026)
Who can create a Brand Store on Amazon?
Sellers with a Professional selling plan whose brand is enrolled in Amazon Brand Registry, which requires a pending or registered trademark. You also need an Amazon Ads account to open the Brand Store builder, and each product must be listed on Amazon before you can add it to the Store.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, Brand Stores
How long does Amazon take to approve a Brand Store?
Amazon's Sell on Amazon blog says Brand Store review usually takes under 24 hours but may take longer, and Amazon Ads says moderation review can take up to 24 hours. You can schedule a version to go live on a set date, so submit seasonal versions well ahead.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, A comprehensive guide to successful Brand Stores
What size should a Brand Store hero image be?
Amazon Ads requires a hero image of at least 3,000 x 600 pixels and no more than 5 MB, and a brand logo of at least 400 x 400 pixels. Up to 15% of each side of the hero can be cropped, so keep text and logos in the center 70%.
What should I check before I submit my Brand Store?
Preview it on mobile and desktop, then look for technical issues, mistakes or typos, blurry or low-quality images, inconsistent branding and inaccurate product information. Amazon Ads also recommends reading its content acceptance policy before you submit for publishing.
Sources: Sell on Amazon blog, 5 steps for building an Amazon Brand Store (Mar 6, 2026), Amazon Ads, A comprehensive guide to successful Brand Stores
How do I track traffic to my Amazon Brand Store?
Open your Brand Store insights dashboard for visitors, views, sales and orders. For links you share off Amazon, create a source tag and track it on the Sources page. Sales, orders and units count Store visitors within 14 days of their last visit.
Sources: Amazon Ads, A comprehensive guide to successful Brand Stores, Amazon Ads, Enhanced Brand Store sources insights
Sources
Every fact above comes from these Amazon pages, opened on . Amazon updates them; if a step looks different in your account, trust Seller Central.