Amazon Brand Store and Brand Registry tools: from seller account to brand

Why isn't a seller account enough?

Every seller gets an automatically generated seller profile. It opens when a shopper clicks the seller name on a product page and shows the seller name, ratings, return information and a product list. You can't design it, and it says nothing about your brand.

A Brand Store is a multi-page storefront that belongs to your brand and that you design yourself. Shoppers reach it from the "Visit the [Brand] Store" link on product pages, from your ads and from links you share outside Amazon. The term "Amazon Storefront" is used loosely for both the seller profile and the Brand Store; in this guide we mean the Brand Store only.

From trademark to storefront: what unlocks what?

Brand Registry is Amazon's free enrollment program for brand owners. To enroll, your brand name must appear permanently on the product or its packaging, and you need a trademark that is registered with an official trademark office or, in some cases, still under examination (pending). Our trademark guide covers filing, fees and timelines in detail; this guide focuses on what comes after.

Enrolling doesn't unlock every tool at once. Most tools become available with enrollment, while some protection tools require a fully registered trademark.

What to watch for when enrolling in Brand Registry

Once you're enrolled, roles are set up on the account. A role determines what a user can see and do for the brand, which matters later when you hand design or advertising work to someone outside the company.

• The 7-day verification: Amazon sends a verification link to the correspondence contact listed in the trademark office's records. If it isn't approved within 7 days, the application is rejected and you have to apply again. If an attorney filed your trademark, that contact is most likely the attorney; let them know before you apply and ask them to forward the email right away.
• Exact brand name: the name in your application must match the registered text exactly, including spaces and symbols. Differences in capitalization are fine.
• Permanent branding: in your photo, the brand name must be printed, sewn or engraved on the product or packaging. Stickers, labels added later, stamps and hang tags aren't accepted.
• Real photos: stock images and digitally altered or computer-generated images are rejected.
• The right file: uploading the registration certificate where the logo belongs, or choosing a different mark type from the one registered, are also common reasons for rejection.

Which tools does Brand Registry unlock?

Most tools require the Professional selling plan and the Brand Representative role; some are also open to sellers with the Reseller role. The costs below are the amounts on Amazon's official pages; ad spend comes on top.

• Amazon Posts stopped accepting new posts in June 2025 and was discontinued in July 2025. Its name still appears on the Brand Registry overview page, but it is no longer an available tool.
• Vine fees can change; go by the amount shown on the enrollment screen.
• Earlier Amazon announcements set an audience of at least 1,000 people and rating thresholds for Brand Tailored Promotions; check the current requirements in Seller Central.
• Brand Referral Bonus rates vary by category; Amazon's 2023 announcement put the average at 10%, and the bonus is a credit against future referral fees, not cash.
• Transparency and Project Zero require an active trademark registration and the Rights Owner role. Transparency accepts enrollments from a limited list of countries; if your brand is based outside the US, ask Amazon about eligibility first.
• To be invited to Project Zero, you need to have used Report a Violation in the last 6 months with at least 90% of your reports accepted. Reporting violations you aren't sure about lowers that rate.

What do you need to open a Brand Store?

• Brand Registry enrollment. Amazon's pages word the pending-trademark question differently; you'll see whether your account qualifies in Store Builder.
• No cost: building and running a Store is free, and you don't have to advertise.
• Store Builder lives in your Amazon Ads account. The "Stores" menu in Seller Central takes you there.
• Brand Stores are available in many Amazon marketplaces, including the US and the UK. Amazon's multi-country expansion tool can copy and translate an existing Store to other marketplaces where you sell.
• The Store belongs to the brand: the brand link on product pages leads to it, and only users authorized for the brand can edit it.

How should a Store be structured?

Store Builder starts with four templates: Marquee, which lays out subcategories; Product highlight, which features a bestseller or new product; Product collection, which groups related products or the full catalog; and a blank page. Pages are built from drag-and-drop tiles: image, text, video, product grid, best sellers, gallery and shoppable image, an image shoppers can click to buy the products shown in it.

A good Store gets shoppers to the product they want by the shortest route. Amazon's recommended structure is a home page, category pages, a brand story page and a best sellers or new arrivals page. With only a few products, a home page, two or three category or use-case pages and an "About us" page make a solid start.

• Each page can hold up to 20 sections, and needs at least one content tile besides the header.
• A product grid needs at least 4 products and takes up to 500. The "Add to Cart" button is hidden for apparel, products with variations or coupons, and out-of-stock items.
• Every clickable image should lead to a Store page or a product page; an unlinked image is a dead end.
• Give each category page its own header image, and keep pages short: engagement drops as shoppers scroll.
• A Store's short address takes the form amazon.com/brandname and can be used on social media and in external links. We couldn't find an official step-by-step explanation of how to get it; if needed, ask Amazon Ads support.
• Amazon recommends refreshing your Store at least every 90 days.

Image and video specs

The values below are the minimum sizes in Amazon's Stores creative guidelines. Image files can be up to 5 MB. Avoid embedding text in images, since search engines and screen readers can't read it; use the image-with-text tile instead.

Why design for the phone first?

According to Amazon Ads data from 2021, 69% of Brand Store visits came from mobile devices. Amazon hasn't published a more recent official figure, but that alone is reason enough to start your design on the phone.

Store Builder lets you edit the mobile and desktop views separately. A header image that reads well on desktop can become small and illegible on a phone.

• Upload separate mobile images for any image whose text is hard to read on a phone.
• Open the Store on a real phone using the preview link.
• Keep the hero image to a few products and a short line of text.
• Place tiles that link to your most important pages, and your calls to action, near the top of the screen so shoppers can move on without opening the menu.

Moderation and common rejection reasons

Amazon reviews your Store before it goes live. Amazon's own materials mention anything from 24 to 72 hours; review usually takes 24–72 hours. Before a campaign or sales event, allow at least 72 hours.

Store Builder checks your content before you submit. Some warnings can be dismissed and submitted anyway (an unlinked image, for example); others block you until they're fixed (an empty page, for example).

• Unsupported claims: phrases like "#1 brand" or "the best" must be backed by a date and source within the Store.
• Prices or pack counts in images: this information changes; use a product tile or grid instead.
• A page named "Deals" without a Featured deals tile.
• Website addresses, physical addresses or phone numbers. A social media handle is acceptable if it doesn't encourage shoppers to leave the Store.
• Low-quality images, unreadable text, typos, and content not localized for the marketplace you sell in.

Store Insights: which numbers matter?

Store Insights is the dashboard that shows your Store's traffic and sales. In the first months, traffic sources, bounce rate and average dwell time tell you the most: where visitors come from, whether they stay, and which page they leave from.

According to Amazon's own data from August 2024, shoppers who visit a Store have a 71.3% higher average order value. That's a correlation, not proof that the Store alone causes it, but it explains why investing in the storefront makes sense.

• Visitors, visits and views per visitor.
• New-to-Store visitors: signed-in shoppers visiting the Store for the first time in the last 12 months.
• Sales, orders and units: estimated figures within 14 days of the last visit.
• Followers (US only) and Amazon's Store quality rating of low, medium or high.

The new seller incentive: a 6-month window

According to Amazon's new seller page, if you enroll in Brand Registry within 6 months of listing your first eligible product, you can earn a 10% bonus on your first $50,000 in branded sales, then 5% up to $1 million within your first year. The bonus expires after one year and requires the Professional plan.

The same page lists a Vine incentive: new sellers who enroll a product in Vine within 90 days of joining Brand Registry can receive $200 in Vine credit, which expires 90 days after Brand Registry enrollment.

The practical takeaway: starting your trademark application before you list your first product helps you avoid missing this window. Incentive terms can change, and which sales count as branded is defined in the detailed terms; check the current conditions before you plan around them.

The first 90 days: our suggested checklist

This isn't an official Amazon list; it's our suggestion, built on the requirements and timelines above. The order and timing can vary by product and category.

Days 0–30: setup and protection

• Review roles: keep Rights Owner and Administrator yourself, and make sure your selling account is connected as Brand Representative. Brand Analytics depends on that role.
• Check that the brand name on every product matches the registered spelling.
• Publish your Brand Story and basic A+ Content for your main products.
• Launch the first version of your Brand Store: a home page, two or three category pages and a brand story. Test it on a phone.
• Enroll a product with fewer than 30 reviews and stock already at an FBA warehouse in Vine, and keep an eye on the Vine credit deadline.
• Point a Sponsored Brands campaign at your Store and protect searches for your brand name.
• Use Report a Violation only for violations you can document.

Days 31–60: data and traffic

• Download the Search Query Performance report weekly and adjust titles and bullet points to the queries shoppers actually use.
• Use Store Insights to spot weak pages and simplify them.
• Test Store-linked Sponsored Brands video and display ads.
• If you bring traffic from outside Amazon, set up Attribution tags and enroll in Brand Referral Bonus.
• If you sell consumables, check your Subscribe & Save eligibility.

Days 61–90: optimization and growth

• If traffic allows, start a main image or title test in Manage Your Experiments; Amazon recommends 8–10 weeks when you set the duration manually.
• If Premium A+ has opened on your account, start with your bestselling product.
• Refresh your Store for the first time: a seasonal page, new products and your best-reviewed items.
• If your follower count has grown, consider Customer Engagement emails and Brand Tailored Promotions.
• If your trademark is registered and counterfeits are a problem, weigh the cost and benefit of Transparency.

Outsourcing your Store design safely

Hiring an agency or a freelance designer to build your Store is common and sensible. What matters is that control of your account and your brand stays with you.

• Never share your password. Invite the designer as a user with their own login, and keep the two-step verification phone yourself.
• Grant only the access the job needs. According to Amazon's announcement, custom access controls in Amazon Ads let you give a creative agency access to Store Builder alone. In Seller Central, according to Amazon staff, user permissions are granted by the primary account holder.
• Keep protection roles in-house. Amazon recommends giving the Rights Owner and Administrator roles only to employees or the brand's own accounts. If an agency needs to report violations, that's what the Registered Agent role is for.
• Get the source files and rights: design files, licenses for any photos used, and image rights should be transferred to you.
• Check the handover: no prices, addresses or web addresses in images; claims backed by evidence; copy suited to the marketplace's language and free of typos; mobile images uploaded; every clickable area linked to a page.
• Remove access when the work is done.