Most brands build a Brand Store once, link it from their listings, and never look at it again. Their ads run separately, pointed at product pages. The two assets sit side by side without helping each other, and the brand pays for that gap in clicks that land on pages not built for them.
This guide covers what the Store is good at, which ads should send traffic there, how to design pages for paid visitors, and how to measure whether the combination is working.
What a Brand Store does that a listing cannot
A product detail page sells one product. It answers one question: should I buy this? A Brand Store answers a different question: what does this brand make, and which one is for me? It holds multiple pages, lets you group products by use, size or occasion, and has no competitor ads placed on it.
That last point matters for paid traffic. A shopper who lands on a product page sees sponsored placements from other brands further down the page. A shopper who lands on your Store sees only your catalog. For brands with several related products, the Store keeps the click inside your catalog while the shopper decides.
The Store requires Brand Registry, as do Sponsored Brands ads. Brand Registry and advertising covers what else enrollment unlocks.
Which ads should point at the Store
Not every ad belongs on the Store. The rule of thumb is to match the landing page to how specific the search is.
Broad and category searches. A shopper searching a category term has not picked a product yet. A Store page that shows the range, organized by use, gives them a way to choose. Sponsored Brands campaigns on broad terms are the most common candidates for a Store landing page.
Brand searches. Someone searching your brand name wants to see what you make. Sending them to the Store home page or a best sellers page is usually a better experience than dropping them on one product.
Specific product searches. A shopper searching a precise product description wants that product. Send them to the detail page. Sponsored Products ads always land on the detail page anyway, and that is the right default for high-intent terms.
The Sponsored Brands guide covers the formats in detail, including the Store Spotlight format, which features several Store pages in one ad.
Building Store pages for paid visitors
A Store built for browsing is not always built for an ad click. Paid visitors arrive with a specific search in mind, and the page they land on should continue that search, not restart it.
Build one page per major ad theme. If you run Sponsored Brands on a cluster of terms around one use case, give that cluster its own Store page, and put the products that match it at the top.
Lead with the products you want to sell. The first screen of the page decides whether the shopper scrolls. Put the strongest converting products there, not the newest or the ones with the highest margin alone.
Keep the headline consistent with the ad. If the ad headline promises a set for small kitchens, the page should say the same thing in the first line. Sponsored Brands creative best practices covers how to write headlines that carry through to the landing page.
Remove dead ends. Out of stock products and pages with a single tile give the shopper nowhere to go. Check Store pages before each sales season.
Ads that support the Store from outside
The Store also catches traffic you send from outside Amazon: social posts, email and influencer links. Amazon lets you add source tags to Store links so you can see which external source sent each visit. Use a different tag for each channel, so Store insights can separate them.
Inside Amazon, Sponsored Display and Amazon DSP can also reach shoppers who viewed your products and bring them back. Those ads usually land on product pages, but some brands point retargeting at a Store page that shows the full range, on the theory that a returning shopper may want a different product than the one they first viewed. Test it rather than assuming.
Measuring the combination
The easy mistake is double counting. A sale from a Sponsored Brands click that landed on the Store can show up in the campaign report and in Store insights. Both are true, but they are the same sale. Do not add them together.
Use the campaign report to judge the ad. Look at conversion rate, ACoS and new-to-brand orders for Store-landing campaigns compared to product-landing ones.
Use Store insights to judge the page. Look at visits, page views per visit and the share of visits that came from ads. A page with high ad traffic and few page views per visit is not holding attention.
Run a fair test. Split one Sponsored Brands campaign into two with the same keywords and creative, one landing on the Store and one on a product collection or detail page. Run them for at least four weeks so weekday patterns even out. Amazon attribution explained covers how the attribution window affects what each report credits.
Keeping it working over time
Treat the Store as part of the ad account, not a separate project. When you add a new product line, add a Store page and a Sponsored Brands campaign at the same time. When you retire a product, take it off the pages your ads point to. When a sales event comes up, build or refresh the event page a week ahead and point the relevant campaigns at it.
The listing still has to do its job. A Store that sends shoppers to weak detail pages wastes the work. A+ Content and PPC covers how listing content affects ad conversion rates, which is where every Store visit ends up anyway.
Frequently asked questions
Should Sponsored Brands ads land on my Brand Store or a product page?
It depends on the shopper's intent. Broad, category-level searches often do well on a Store page that shows a range of products. Specific, product-level searches usually convert better on a single product detail page or a tight product collection. Test both on your largest Sponsored Brands campaigns before deciding.
Do I need Brand Registry to create an Amazon Brand Store?
Yes. A Brand Store is available to sellers and vendors enrolled in Amazon Brand Registry. The same enrollment unlocks Sponsored Brands and several brand-level reports, so most brands set up all of them together.
How do I know if my Brand Store is helping my ads?
Compare Sponsored Brands campaigns that land on the Store with ones that land on product pages, using the same keywords where you can. Then check Store insights for the share of Store visits and sales that came from ads. If Store-landing campaigns convert at a similar rate and show higher average order values, the Store is earning its traffic.
Off Hours runs budget and dayparting rules across your Sponsored Brands and Sponsored Products campaigns, so Store traffic arrives in the hours it converts best. Start a free 14-day trial.