Amazon Brand Store in Australia: Who Can Build One, What It Costs and How to Structure It

An Amazon Brand Store is a free, multi-page branded destination on Amazon.com.au where shoppers can browse all your products, and you can create one if your brand has a pending or registered trade mark and you are enrolled in Amazon Brand Registry. Amazon states that creating and maintaining a Brand Store is free, and that you do not need to advertise on Amazon to create one. Australia is one of the supported marketplaces.

Who can create a Brand Store in Australia?

Amazon says sellers must be enrolled in Brand Registry, and that "only brands with a pending or registered trademark can create a Brand Store". Vendors and agencies can also create stores. Amazon's Brand Registry page lists Brand Stores as a free benefit with no coding required.

That makes the order of work clear:

1. File your trade mark. See the IP Australia trade mark process.
2. Enrol in Brand Registry, covered in Amazon Brand Registry Australia.
3. Build the Store.

If you resell other companies' brands, you cannot build a Store for them. The Store belongs to the brand owner or a vendor or agency acting for them.

What does it cost?

Nothing to build or maintain the Store itself. Your costs are time, design and photography. If you run Sponsored Brands ads to the Store, those ads are billed per click. Sponsored Brands also needs Brand Registry. Amazon lists a recommended minimum daily budget of 15 in local currency for Australia (A$15; confirm it in your ads console), and no minimum bid is published.

An Amazon selling account on the Professional plan costs A$49.95 a month excluding GST, and Amazon's ads page says Sponsored Brands needs an active Professional account.

What can a Brand Store do?

Amazon lists these features:

• Templates, or a build from scratch.
• Drag-and-drop content tiles you can add, remove and rearrange.
• Multiple pages, such as product categories or company information.
• Store Insights, tracking sales, visits, page views, traffic sources and daily visitors.
• Mobile design, with templates and widgets built for mobile web, the app and desktop.
• A tool to replicate and translate the Store for other countries where you sell.

Amazon does not say on that page how many pages or tiles a Store may have, so check the builder for current limits.

How should you structure the Store?

Design for what a shopper will actually do. Most arrive from an ad or a brand search, so the home page needs to answer "what does this brand sell, and where do I start?" within one phone screen.

A simple structure for a brand with 10 to 50 ASINs:

Rules of thumb that cost nothing:

• Put the products first and the story second.
• Use the same product names, imagery and tone as your listings and A+ Content.
• Keep file sizes and text readable on mobile.
• Do not make claims you cannot support. Australian Consumer Law applies to your Store copy, as it does to a listing; confirm with a lawyer or the ACCC if you are unsure.
• Check that every product tile links to an ASIN that is in stock and buyable. A tile pointing at an unavailable product wastes a click.

Brand Store, A+ Content or listing: which does what?

Sellers often confuse the three, and each does a different job.

A Store helps most when you have several related products. With one product, put your effort into the listing and A+ Content first, because a one-product Store adds little the product page does not already do.

What mistakes make a Brand Store a waste of time?

• Building before the range exists. A Store with three tiles and one product looks thin. Wait until you have a range or a clear plan to add one.
• Sending ad traffic to the home page by default. A shopper who clicked an ad for a specific product wants that product category, not a general welcome. Point ads to the page that matches the keyword.
• Copying the listing text. The Store is for browsing, so use short headings and images and leave detail to the product pages.
• Forgetting to update it. Discontinued products and old promotions erode trust. Put a monthly check in your calendar.
• Not checking on a phone. Amazon designs templates for mobile web, the app and desktop, but your own images and text still have to be readable at phone width.

How do you get traffic to a Brand Store?

A Store has no traffic of its own. Plan the sources before you build:

• Sponsored Brands ads can send shoppers to your Store or to a product collection. Read Amazon Sponsored Brands in Australia and the Amazon Ads Australia guide.
• Your own channels: a Store URL can sit in your email footer, social bios and packaging inserts, as long as Amazon's rules on directing customers are respected. Check those rules in Seller Central before printing anything.
• Brand name search, which grows as your brand does.

Store Insights shows traffic sources, so you can see which channel earns visits. Brand Analytics, if you have access, adds search data. See Amazon Brand Analytics in Australia.

How do you measure whether the Store is working?

Use what Amazon gives you: sales, visits, page views and traffic sources by day. Look at three things:

1. Which pages shoppers leave from, and whether the home page tiles get clicks.
2. Whether Store-attributed sales come from your ads or from other sources.
3. Whether the Store lifts the share of basket with more than one of your products.

Do not judge a Store in the first week. Make one change at a time, and give each change enough days to collect data. For listing-level improvements that Store visitors will also see, use the listing optimisation guide.

FAQ

Is an Amazon Brand Store free in Australia? Yes. Amazon states that creating and maintaining a Brand Store is free, and Australia is a supported marketplace. Ads that drive traffic to it cost money, billed per click.

Do I need Brand Registry for a Brand Store? Yes for sellers. Amazon says sellers must be enrolled in Brand Registry and that only brands with a pending or registered trade mark can create a Store.

Do I need to run ads to have a Brand Store? No. Amazon says you do not need to advertise to create one. Ads are the usual way to send traffic to it, though.

Can an agency build my Store? Amazon says vendors and agencies can create Brand Stores. Make sure the brand and the Brand Registry account stay in your name, and that you can edit the Store yourself.

How many pages can a Brand Store have? Amazon describes a multi-page experience but does not publish a page limit on its public page. The Store builder shows current limits.

Can I copy my Store to other countries? Amazon says a tool can replicate and translate your Store for other countries where you sell. You still need Brand Registry in each marketplace.

Next step

Get Brand Registry sorted, then build a simple Store with a clear home page and one page per product family. Blooprint's Amazon listing management for Australia can plan the Store with your listings and ads, and the Australian seller hub links the rest of the programme.