What is an Amazon Storefront?
An Amazon Brand Store (also called Amazon Storefront) is a multi-page mini-website hosted on Amazon.in at amazon.in/{yourbrand}. Only sellers enrolled in Amazon Brand Registry can build one, and it's free — no listing fee, no build fee, no per-click cost.
The store lives inside Amazon's checkout ecosystem, which means every visitor is a logged-in, credit-card-on-file Amazon customer. That's why average storefront conversion (7–12%) is 3–4× higher than a brand.com landing page for the same traffic.
Who can build one — eligibility & prerequisites
- Active Amazon Brand Registry approval (India or global).
- At least one live ASIN under the brand.
- A registered trademark (word mark or device mark) filed in India or a supported country.
- Access to Seller Central OR Vendor Central with the Brand Store permission enabled.
- Brand assets: logo (400×400 min), hero images (3000×600 recommended), lifestyle photography, product videos.
The store structure that converts
Amazon lets you build up to 3 levels deep (Home → Category page → Sub-category page). The stores that convert follow one of three proven structures:
| Structure | Best for | Typical CTR from Sponsored Brands |
|---|---|---|
| Category grid | Multi-category brands (>15 SKUs across 3+ categories) | 1.4–1.9% |
| Bestseller-led | Brands with 3–5 hero SKUs driving 70%+ revenue | 1.8–2.4% |
| Storytelling / lifestyle | Premium D2C brands (skincare, home, apparel) | 1.6–2.2% |
Store modules — what to use and where
- Full-width hero image or video — always above the fold. Video wins on mobile.
- Product grid (4-tile or 8-tile) — best for category pages.
- Featured Deals — auto-pulls live Lightning Deals; use during Prime Day / Great Indian Festival.
- Best Sellers module — auto-refreshes by BSR; keeps the store 'fresh' without manual updates.
- Shoppable image (Image with Text) — tag up to 6 ASINs on a lifestyle photo; converts 2.1× vs plain grid.
- Video module — 15–30 sec, 16:9 or 9:16 for mobile-first stores.
2026 asset specs cheat-sheet
| Asset | Recommended size | Format | Max file size |
|---|---|---|---|
| Store logo | 400×400 px | PNG (transparent) | 1 MB |
| Hero desktop | 3000×600 px | JPG or PNG | 5 MB |
| Hero mobile | 1500×1500 px | JPG or PNG | 5 MB |
| Tile image | 1500×1500 px | JPG or PNG | 5 MB |
| Shoppable image | 1500×1500 px min | JPG | 5 MB |
| Video | 1920×1080 or 1080×1920 | MP4, H.264 | 500 MB, ≤ 45 sec |
Driving traffic to the storefront
- Enable the Brand Byline link on every ASIN's product page (auto-generates once store is live).
- Run Sponsored Brands campaigns with Store as destination — the only ad format that qualifies for the Store Spotlight sub-page routing.
- Add Store as the landing page for Sponsored Display Video and DSP campaigns.
- Use Amazon Attribution to route external traffic (Meta, Google, influencer) with a unique Source Tag per channel.
- Feature the Store URL in Follow emails, order-in-box inserts, and QR codes on packaging.
How to measure store performance
- Visitors (unique) — top-of-funnel; benchmark by category.
- Views-per-visitor — >1.8 means people are exploring; <1.3 means one-and-done.
- Sales / visitor — the real KPI. Top-quartile India brands hit ₹35–₹80 depending on ASP.
- New-to-Brand percentage — should exceed 30%; if lower, the store isn't attracting new buyers.
- Attributed sales by Source Tag — proves external ad ROI.
90-day storefront optimisation playbook
- Days 1–15: Baseline current traffic, run heatmap on hero page (Amazon Store Insights → Page views).
- Days 16–30: A/B test hero (video vs static) using the Manage Your Experiments (MYE) beta available to Brand Registered sellers in India.
- Days 31–45: Rebuild top-2 category pages using shoppable image + best-seller module.
- Days 46–60: Launch 3 Sponsored Brand campaigns pointing to distinct Store sub-pages (one per category).
- Days 61–90: Attach Source Tags to Meta / Google / influencer campaigns; scale winners.
Top 7 storefront mistakes we see every audit
- Using a Prime Day hero image in September — dated creative kills CTR.
- Auto-uploading listing images as hero — they're the wrong ratio and look pixelated.
- One long scroll page with no sub-navigation — bounce rate > 60%.
- No mobile-specific hero — 78% of India traffic is mobile.
- Missing Best Sellers module — the only auto-refreshing social proof.
- Sponsored Brands pointing to product page instead of Store — loses the multi-ASIN halo.
- No Source Tags on external ads — cannot prove external-ad ROI.