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Amazon Storefront Optimisation: A UK Seller's Guide to Brand Stores

Learn how to optimise your Amazon Brand Store in the UK: eligibility, page structure, above the fold, mobile, traffic sources and the metrics that show what works.

Published 5 November 2026 By Osellpa editorial team Amazon seller advice
Amazon Storefront Optimisation: A UK Seller's Guide to Brand Stores

Seller planning an Amazon Brand Store at laptop

Optimising an Amazon storefront means building a Brand Store that is easy to navigate, clear about what you sell, fast to understand on a phone, and fed with the right traffic. Then you read the Store’s own metrics and keep improving it. This guide walks through each step for sellers on Amazon UK, from eligibility to the numbers worth watching.

TL;DR

  • You need an enrolled brand in Brand Registry to build a Store. Amazon says the Store itself is free to create.
  • Plan simple navigation with at least three category pages, short page titles and a clear product-led top section.
  • Design for mobile first. Amazon reports that two-thirds of Store visits in Q1 2020 came from mobile devices.
  • Send traffic with Sponsored Brands, Posts and tagged links, then review dwell time, bounce rate and sales in Store Insights.
  • A Store converts best when the listings and ad campaigns behind it are sound, so fix those in parallel.

Table of Contents

What an Amazon storefront actually is

When sellers say “storefront”, they usually mean the Amazon Brand Store. Amazon UK describes it as a free, multi-page experience inside Amazon that introduces shoppers to your brand story and catalogue through text, images and video. It has its own Amazon.co.uk web address, and the Store Builder in Seller Central needs no coding or design skills.

It is different from your seller profile page and from a single product listing. A listing sells one product. A Store lets you present the whole range, group products by need, and tell shoppers who you are.

The case for the effort comes from Amazon’s own figures. Amazon Ads reports that customers who browse a Brand Store during their shopping journey purchase 53.9% more frequently and have a 71.3% higher average order value than those who do not. These are comparisons of visitors with non-visitors, not a promise of what your Store will do, but they show why the page deserves proper attention.

What an Amazon storefront actually is

Who can create a Brand Store on Amazon UK

You cannot build a Store on a seller account alone. Amazon UK says you need a seller account and your brand enrolled in Amazon Brand Registry. Amazon Ads adds that Stores are free for enrolled sellers, vendors and agencies, and that you do not need to advertise on Amazon to create one.

To enrol, Amazon’s Brand Registry page asks for:

  • a brand name or logo permanently affixed to your products or packaging;
  • a pending or registered trademark from the trademark office of a country with a corresponding Amazon store;
  • proof that you own the trademark, which must be a word mark or a design mark containing words, letters or numbers.

The Amazon Ads getting-started guide adds that you create your Brand Registry account by signing in with your existing seller or vendor credentials. If you are still at the trademark stage, a pending application can be enough to start enrolment, so check the current requirements on Amazon’s page before you apply.

Plan the structure before you open the builder

Most weak Stores fail at planning, not design. Shoppers arrive with a need, so the structure should answer it quickly.

Organise around the customer, not your catalogue

Amazon Ads recommends organising products in a simple, customer-focused way: by category, product type, use, need or theme. You can add up to three subpages. It also suggests text tiles for your brand history and mission, a subpage for a flagship product, and a page for seasonal or holiday items.

A practical example: a seller of pet accessories might build pages for Dogs, Cats and Travel, with a Bestsellers subpage under Dogs. A seller of kitchen equipment might organise by task (Baking, Prep, Storage) rather than by internal product codes.

Keep navigation short and consistent

Amazon’s above-the-fold guide recommends at least three category pages in the navigation bar and category titles that are as short as possible. On desktop the bar runs horizontally. On mobile it becomes a vertical drop-down showing all pages and subpages, so long labels get awkward fast.

A simple planning checklist:

  1. List your five to ten best-selling products and the shopper need each one meets.
  2. Group them into three to five categories using plain words shoppers would use.
  3. Name each page in one or two words.
  4. Decide which single product or collection gets the homepage hero.
  5. Sketch the homepage on paper in the order a phone would show it.

Get the top of the homepage right

The area visible before scrolling does most of the persuading. Amazon’s guidance for a product-focused Store says the hero should show the product, and the tile below the navigation bar should explain what the product does and carry a call to action. A shoppable image can cut the number of clicks to purchase while showing the product in a realistic setting.

The Face Shop case study from Amazon Ads lists four recommendations that apply well beyond beauty:

  • design content mobile-first;
  • use a shoppable image widget;
  • add rich lifestyle imagery and engaging video;
  • state a clear unique selling proposition on the homepage.

In practice, that means one clear promise in the header (“Quiet, durable travel bags for short breaks” beats a slogan), one lifestyle image that shows the product in use, and a visible way to buy within a click or two.

Use video where it earns its place

Short video on the homepage can show scale, texture or use in a way stills cannot. If you already make video for advertising, reuse it. Our guide to Sponsored Brands video covers how to produce clips that work in ads, and the same footage can sit in your Store.

Design for mobile first

Amazon UK says a Store is automatically set up for desktop, mobile and tablet, and that in Q1 2020 two-thirds of Store visits came from a mobile device. That is an older figure, but it explains why Amazon’s builder now starts from mobile.

Amazon Ads’ six mobile tips give specific settings worth following:

  • test the Store on a real phone, not just the preview;
  • use the custom mobile layout option for image tiles;
  • check the order of content, because mobile reads rows left to right;
  • limit header products to three;
  • keep header copy under 30 characters, with a minimum 90pt Arial font;
  • place calls to action above the fold with room around them;
  • offer image or text tiles as alternatives to menu navigation.

The same guide notes that the mobile-first builder lets you create a mobile or desktop view and generates the other automatically. Build the mobile view first, then check how the desktop version turned out.

Fix the details that quietly lose clicks

Amazon’s advice on preparing for key shopping events is useful all year. It recommends:

  • checking your Store quality rating;
  • not linking a tile to the page it already sits on;
  • making sure every tile that looks clickable has a link;
  • using consistent call-to-action wording.

These are small, tedious checks, and they are exactly the sort of thing a visitor notices without being able to explain why they left.

Keywords and discoverability: what to expect

A Brand Store is not primarily a keyword page in the way a product listing is. Amazon Ads says shoppers find Stores through Amazon search results, product detail pages and Amazon Ads, and can click the brand byline on a product page to visit. Store page URLs are also included in Google’s sitemap, and Store pages deep-link to the Amazon Shopping app on iOS.

So the discoverability work is mostly upstream. Your brand byline sits on every listing, which means strong listings send people to the Store. If your titles, bullets and images are weak, the Store receives fewer and less qualified visitors. Our guides to Amazon listing optimisation and Amazon title optimisation are the place to start, and Brand Analytics keywords can show which search terms to reflect in your Store’s page names and headlines.

Bring the right traffic to the Store

A well-built Store with no traffic achieves nothing. Amazon lists several routes.

Sponsored Brands

Amazon Ads says Sponsored Brands campaigns can send shoppers to a Brand Store. Advertisers who linked such campaigns to a Store saw shoppers spend an average of twice as long there, with product detail page views up 55% and sales up 15%. Those figures are Amazon’s aggregated results, so treat them as direction rather than a forecast.

Since September 2025 there is also a Brand Store page views metric for Sponsored Brands in the UK, which shows how many Store pages were viewed because of those campaigns. That helps you judge whether a campaign is bringing shoppers into the Store or just to a single product page. If you are deciding between ad types, our Sponsored Brands vs Sponsored Products playbook sets out when each fits.

Posts and tagged external links

Posts can link straight to your Store. Amazon also explains that links shared through social media, email marketing and your own website can be tracked with source tags in Brand Store Insights. Use a different tag for each channel so you can compare them later.

Keep ad spend efficient

Sending paid traffic to a Store only pays if the campaigns behind it are well managed. Negative keywords, sensible match types and bids tied to profit all matter. Our guides on reducing ACOS with negatives first, PPC match types and optimising bids for profit cover those basics.

Measure the Store and improve it

Optimisation is a loop: change something, then read the numbers. Amazon’s Brand Stores guide lists the key metrics: visitors, visits, views per visitor, new-to-Store visitors, sales, orders, units sold, average dwell time, average bounce rate and the quality rating. Sales, orders and units are estimated within 14 days of a visitor’s last visit. Followers are reported in the US only.

Metric What it tells you What to try if it looks weak
Bounce rate How many visitors leave after one page Clearer hero, stronger call to action, shorter header copy
Dwell time How long people stay Add lifestyle imagery or video, rework page order
New-to-Store visitors Whether you are reaching fresh shoppers Review traffic sources and ad targeting
Sales per visit Whether visits turn into orders Shoppable images, better product grouping
Quality rating How your Store compares with similar brands Follow the optimisation recommendations shown

Bounce rate, dwell time and new-to-Store visitors arrived in the Insights dashboard in February 2024, including in the UK.

The quality rating now follows sales

In December 2025, Amazon changed the Brand Store quality rating so it uses sales metrics rather than visitor engagement time. It is a High, Medium or Low rating based on sales attributed to the Store, with comparison against similar brands, and recommendations now show potential impact on sales. Amazon states that high-quality Stores can see up to 97% more sales than low-quality ones and up to 39% more than medium-quality ones. The feature is available in the UK.

Look at product and section level

ASIN engagement metrics show renders, views, clicks, click-through rate, add to cart, purchases and conversion ratio for each product on your Store. Amazon says brands can use them to improve merchandising and bring high performers to the front. In January 2026, PPC Land reported a beta Sectional Performance tab giving renders, viewable impressions, clicks and click-through rate for each section, available in the UK among 29 countries. Where you have access, use it to see which sections are ignored.

What good looks like

The Face Shop case study gives a worked example from the US. After a redesign in July 2022, average dwell time rose from 57 to 70 seconds, bounce rate fell from 15% to 9%, and units sold per visit increased by 27%. Six months later dwell time had reached 74 seconds and the bounce rate held at 9%. One brand’s result will not match yours, but the pattern shows what a measured redesign looks like: change the structure, then check dwell time, bounce and units per visit.

Perspective: a Store is only as strong as the data behind it

We see the same pattern with many Amazon sellers. They spend a weekend on a beautiful Store, send a burst of traffic to it, and then have no clear way to say whether it paid off. The Store is the shop window, but the business is decided by listings, advertising and margin.

Our view is that you should treat the Store as one part of a connected system. Strong listings send the right shoppers to your brand byline. Well-run campaigns bring paid traffic at a cost you can afford. Accurate profit tracking tells you whether the sales that come through the Store leave anything after Amazon fees, ad spend and product costs.

That is why we built Osellpa as an all-in-one toolkit connected to Amazon’s API, with profit tracking, PPC automation and AI-assisted listing improvements in one place instead of a pile of spreadsheets. It is designed to be affordable for new, part-time and large sellers alike. The aim is simple: spend less time exporting data and more time deciding what to improve next.

Harry

Where Osellpa fits in your Store workflow

Osellpa does not build your Brand Store, because that happens in Amazon’s own builder. What it does is support the parts that decide whether the Store performs.

Plans on the pricing page are Launch at £10 per month or £96 per year, Scale at £20 per month or £192 per year, and Advanced at £40 per month or £384 per year.

A 30-day Store improvement plan

Week 1: foundations. Confirm Brand Registry, choose your hero product, and map pages to customer needs. Write short page names and a single clear homepage promise.

Week 2: build and check. Create the mobile view first. Add a lifestyle image, a shoppable image and a short video if you have one. Check every tile for a working link and consistent call-to-action wording.

Week 3: traffic. Point a Sponsored Brands campaign at the Store, add tagged links to your email and social channels, and publish a Post.

Week 4: read and adjust. Review bounce rate, dwell time, new-to-Store visitors and sales per visit. Use the section and ASIN reports to find weak areas, change one thing at a time, and note the date of each change so you can link it to the results.

Repeat the review after each key shopping period, and refresh seasonal pages ahead of time.

A 30-day Store improvement plan

FAQ

Is an Amazon Brand Store free?

Yes. Amazon Ads states that Brand Stores are free for sellers enrolled in Brand Registry, vendors and agencies, and you do not have to advertise on Amazon to create one. Your costs come from creative work and any traffic you choose to buy.

Do I need a trademark to build an Amazon storefront?

Yes, in practice. Amazon UK’s Brand Registry page requires a pending or registered trademark, and enrolment in Brand Registry is the route to the Store Builder. Check the current rules on that page before you apply.

How many pages can a Brand Store have?

Amazon Ads advises organising products simply and adding up to three subpages. Its above-the-fold guidance suggests at least three category pages in the navigation bar, with titles kept as short as possible.

Which metrics matter most for a Brand Store?

Start with bounce rate, dwell time, new-to-Store visitors and sales per visit, then check the quality rating. Amazon’s Store metrics announcement confirms the first three are available in the UK Insights dashboard. Review them after each change rather than every day.

Can I send traffic from outside Amazon to my Store?

Yes. Amazon says links shared through social media, email marketing and your own website can be measured using source tags in Brand Store Insights. Use a separate tag for each channel so the results are easy to compare.

Sources

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