Amazon Storefront vs Amazon Brand Store: Confused about the difference? Let’s cut through the jargon and discover how to make the most out of them.
You’ve probably heard whispers of ‘Storefronts’ and ‘Brand Stores’ echoing through the Amazon jungle. But let’s be honest, most sellers treat them like interchangeable terms. ‘It’s just a page on Amazon, right?’
Wrong. Discovering the nuances between these two tools is a game-changer. Think of it as this: you wouldn’t use a hammer to drive a screw, would you? Each tool has a specific purpose.
Using the wrong one can lead to wasted effort, missed opportunities, and ultimately, lower sales. So, let’s cut through the confusion and learn how to leverage each platform effectively.
And if you’re ready to take your Amazon game to the next level, discover our Amazon agency‘s strategies to optimize these tools for maximum impact.
Table of Contents
Amazon Storefront vs Amazon Brand Store: 10 Key Differences
| Feature | Amazon Storefront | Amazon Brand Store |
|---|---|---|
|
Location |
Found on the Seller Profile Page, accessible via the “Sold by” link on the Product Detail Page (PDP). |
Found via “Visit the (Brand Name) Store” link on the PDP. |
|
Customization |
Minimal customization; primarily serves as a basic seller profile page. |
Extensive customization options, including brand-focused designs, videos, subpages, and personalized branding elements. |
|
Purpose |
Lists all products under the seller’s brand in order of sales velocity. |
Acts as a centralized destination for showcasing the brand, telling its story, and organizing products into categories for better navigation. |
|
Analytics and Insights |
No analytics available. |
Offers comprehensive analytics through the Store Insights dashboard, including traffic sources, sales performance, and page views. |
|
Advertising Integration |
Cannot link directly through ads. |
Supports integration with Sponsored Brands, Sponsored Display Ads, and Amazon Attribution for driving traffic directly to the store. |
|
Cost |
Free to use for all sellers. |
Free for sellers enrolled in the Amazon Brand Registry. |
|
Competitor Ads |
Competitor ads may appear on product detail pages linked to the storefront. |
Competitor-free zone ensures customer focus remains solely on the brand. |
|
SEO and Discoverability |
Limited SEO optimization options. |
Can optimize meta descriptions and keywords for improved ranking on search engines and Amazon. |
|
Challenges |
Limited flexibility; doesn’t showcase a professional brand identity. |
Requires adherence to Amazon’s guidelines for legibility, product links, and submissions. |
|
Suitability |
Ideal for smaller sellers who don’t need extensive branding or customization. |
Best for established brands aiming to build a cohesive and engaging brand presence. |
Amazon Storefront vs Amazon Brand Store: Where to Find Each
How to Locate an Amazon Storefront
On the product detail page (PDP), check the buy box or the right-hand side for the “Sold by” line. Click this link to access the Seller Profile page.
From there, select the hyperlinked text “Visit the (Brand Name) Storefront.”
This will take you to a page showcasing your brand’s products, which you can filter according to price (low to high or high to low), average customer review, newest arrival, and best sellers.
How to Locate the Amazon Brand Store
On the product detail page (PDP), click “Visit the (Brand Name) Store.”
This will take you directly to your Brand Store.
Understanding the difference between the Brand Store and the Storefront is crucial for maximizing the tools available in Seller Central. This knowledge helps you allocate resources effectively to achieve the best results for your business.
As noted earlier, the storefront is like free real estate offered by Amazon. While sellers can’t customize it, it still serves a functional purpose, even in its basic form.
Amazon Storefront vs Amazon Brand Store: How to Optimize Each
Amazon Storefront Optimization
A Seller Profile Page on Amazon is your business’s introduction to potential customers. It’s where shoppers can learn about your brand, policies, and offerings, providing a personal touch that sets you apart in the competitive marketplace.
To edit your business profile in Seller Central, go to Settings > Your Info & Policies.
Click on the “Profile” tab to open your business profile page.
Seller Profile Page
Here are some components of your business profile page that you can edit and optimize:
- About Your Business(20,000 characters)
Share your brand story, mission, and values to establish a connection and build trust with customers.
- Seller Logo
Upload a business logo to appear on the “Other Sellers on Amazon” page and your Seller Profile if no Profile Logo is provided.
Requirements: JPG/JPEG or GIF; Size: 120×30 pixels; ≤20,000 bytes; no animation; must not include websites or email addresses to comply with Amazon policies
- Profile Logo
Upload a logo to display alongside your seller name on your Seller Profile page.
Requirements: PNG, JPG/JPEG, or GIF; Maximum size: 10 MB; minimum dimensions: 150×150 pixels; no animated elements
- Featured Image
Include an image to display on your Seller Profile page.
Requirements: PNG, JPEG/JPG, or GIF; Maximum file size: 10 MB; Minimum dimensions: 640×480 pixels; Must be static (no animation)
- Primary Business Activity
Choose the option that best describes your business (Manufacturer, Distributor, Retailer, and I’d rather not answer). If you select “I’d rather not answer,” this information will not appear on your Seller Profile page.
- Year Established
Select the year your business was founded (between 1000 and the present).
- Annual Revenue
Choose your company’s annual revenue range. Selecting “I’d rather not answer” will keep this information hidden on your profile.
- Number of Employees
Select the number of employees in your business. If “I’d rather not answer” is chosen, this will not be displayed on your profile.
- DUNS Number
Provide your DUNS number if applicable. This nine-digit number is used for business identification. Learn more on the D&B DUNS page.
- Business Address
Check this box if you’d like your business address shown to buyers.
- Federal Tax Classification
Select whether to display your federal tax classification for business buyers.
- Diverse Business Identity
Select one or more diverse business identities that own or control at least 51% of your business, such as Asian-owned, Black-owned, Veteran-owned, or Women-owned.
- Credentials and Certifications
Include any credentials that might interest Amazon Business customers.
- Shipping
Define your shipping policies and rates. For more info, refer to Set Your Shipping Rates.
- Privacy Policy
Include any specific extensions to Amazon’s privacy policy, ensuring they do not conflict with Amazon’s existing policies.
- Gift Services
State if you offer gift wrapping or gift messaging services.
- Tax
Detail your tax policies for items sold on Amazon.
- Frequently Asked Questions
Answer common questions about your products or policies not covered elsewhere, following a standard Q&A format.
- Custom Help Pages
Provide more in-depth customer information, like sizing charts or product details.
How to Maximize Your Seller Profile Page
Build Trust with a Strong “About Seller” Section
Use this space to highlight your unique value proposition, such as ethical sourcing, exceptional customer service, or innovative product features. Storytelling can create an emotional connection with your audience.
Ensure Clarity and Professionalism
Use simple, concise language for all policies to avoid confusion. Professional formatting and grammar reflect well on your brand.
Enhance Customer Support
Include a well-crafted FAQ section and custom help pages to minimize customer inquiries while improving satisfaction.
Optimize for Visibility
A clear and engaging seller profile can encourage positive feedback and reviews, boosting your reputation and visibility within Amazon’s marketplace.
Leverage Feedback Opportunities
Your profile page is where customers can leave feedback and ask questions. Engage promptly and professionally to foster a positive impression and resolve issues quickly.
Why It Matters
Your Seller Profile Page isn’t just a formality—it’s a tool to differentiate your business. By optimizing this space, you can effectively communicate your brand identity, streamline customer interactions, and enhance trust.
Ultimately, this helps increase visibility and drive sales on Amazon.
Storefront lets shoppers see your seller rating, read more about your business, including your business address, read customer reviews, read your return & refund policies, shipping policies, and more
Amazon Brand Store Optimization
Optimizing your Amazon Brand Store is key to increasing visibility, boosting conversions, and improving the overall shopping experience for customers. Here’s a breakdown of the essential strategies and best practices for creating and managing a high-performing brand store on Amazon.
Why Create an Amazon Brand Store?
Centralized Brand Destination
- Showcase your entire product range in one location.
- Share your brand story to build trust and recognition.
- Unique URL for direct traffic and enhanced brand visibility.
Ad-Free Environment
- Free from competitor ads, ensuring customers focus solely on your products.
Higher Conversion Rates
- Uninterrupted browsing leads to higher engagement and conversions.
Direct Traffic Opportunities
Drive traffic using:
- Sponsored Brands and Display Ads.
- Social media campaigns and email marketing.
- Amazon Attribution to track off-Amazon traffic impact.
Organized Subcategories
- Create subpages for various product categories for seamless navigation.
Valuable Brand Store Analytics
Leverage Store Insights Dashboard to monitor:
- Traffic sources.
- Sales performance.
- Visitor engagement metrics.
Mobile Optimization
Cater to millions of mobile shoppers with a responsive design.
Setting Up an Amazon Brand Store
Sellers enrolled in Amazon’s Brand Registry.
Requirements
- Seller Account: Set up your Seller Central account.
- Brand Registry:
- A registered trademark or a pending trademark application through Amazon IP Accelerator.
- Brand name/logo on all products and packaging.
Cost
Free for Brand Registry participants. No additional setup or maintenance fees.
Best Practices for Designing an Amazon Brand Store
- Use Relevant Keywords
Optimize your meta descriptions and include search terms related to your products (e.g., “gift boxes for mom”).
- Create a Compelling Header Image
Ensure your header represents your brand and clearly communicates what you sell.
- Subpages for Product Categories
Mimic a traditional website with multiple subpages for different product categories.
- Incorporate Videos
Add videos like unboxing or demonstrations to improve customer experience and increase conversions.
- Design Considerations
Legibility: Use clear, readable fonts on images to avoid rejection.
Mobile Optimization: Preview and edit for desktop and mobile views.
- Vanity URL
Use a vanity URL that matches your brand name for easier access and promotion.
Overcoming Common Challenges
- Rejections and Errors
Address Amazon feedback on rejected submissions (e.g., adjust text size or add product links).
- Linking Issues
Ensure product pages link correctly to your brand store by verifying UPC codes in the GTIN field.
- Discoverability
Search Engine Ranking: Use keywords and meta descriptions to improve visibility.
Amazon Search Ads: Invest in Sponsored Brands to enhance discoverability.
Measuring Performance
- Key Metrics
Visitors: Unique customers visiting your store.
Sales and Orders: Track purchases and calculate sales per visitor or order.
Page Views/Visit: Analyze engagement per visit to refine marketing strategies.
- Using Amazon Attribution
Measure non-Amazon traffic impact with Attribution tags. Monitor key metrics like clicks, page views, and purchases to optimize campaigns.
Amazon Storefront vs. Amazon Brand Store: Maximize Your Presence
In conclusion, both Amazon Storefronts and Amazon Brand Stores offer unique advantages for sellers looking to maximize their presence on Amazon.
While the Storefront provides a foundational space to introduce your business and policies, the Brand Store serves as a customizable, immersive hub for showcasing your products and building brand loyalty. By understanding and optimizing each, you can enhance your visibility, customer engagement, and sales performance.
If you’re ready to unlock the full potential of these platforms, partnering with an Amazon agency can make all the difference. Expert agencies specialize in designing, managing, and optimizing Amazon Storefronts and Brand Stores, ensuring they not only meet Amazon’s standards but also drive meaningful results for your business.
Let professionals handle the intricacies so you can focus on growing your brand and achieving your goals.
