Store Design

The Store Design section within Seller Central allows Brand Registered sellers to build and manage their Amazon Brand Store. A Brand Store is a multi-page, branded shopping environment within Amazon that showcases a curated product catalogue and category structure in a dedicated space.

This category is important because it strengthens brand positioning beyond individual product listings. A well-structured Store improves customer navigation, increases cross-selling opportunities and enhances brand credibility. It also supports advertising strategy, as Sponsored Brands campaigns can direct traffic to customised Store pages rather than single ASINs.

Stores Builder – Edit Access Required

 

Stores Builder is the design and management interface used to create and maintain an Amazon Brand Store. It allows Brand Registered sellers to build multi-page storefronts featuring curated product collections, branded content, imagery and structured navigation pathways.

 

This tool is beneficial because a well-designed Brand Store strengthens brand authority and improves customer journey flow. Rather than directing traffic to a single ASIN, advertising can route customers to tailored Store pages, increasing cross-sell potential and average order value. A structured Store also enhances brand credibility and supports long-term customer loyalty.

 

We require Edit-level access because building, updating and publishing Store pages must be executed directly within Seller Central. This includes designing layouts, uploading creative assets, structuring navigation and managing page hierarchy. View-only access would not allow us to implement or optimise the Store.

 

With this level of access, clients should expect:

  • Structured design of branded Store pages
  • Strategic layout aligned with product hierarchy and customer journey
  • Integration of imagery, video and branded content
  • Creation of category-based navigation to increase basket value
  • Updates to reflect new launches or seasonal campaigns
  • Ongoing optimisation aligned with advertising strategy
  • Client approval before major Store redesigns