Last updated: September 2026
Amazon Brand Store — Comparison GuideAmazon Storefront is the free, basic Seller Profile Page every seller gets automatically. Amazon Brand Store is a multi-page, fully customizable branded destination available only to Brand Registry sellers. They're built for different jobs, with different eligibility, design, advertising, and analytics — confusing the two costs sellers real traffic and revenue.
for Brand Stores updated within the last 90 days (Amazon)
attributed sales per visitor for actively maintained Brand Stores (Amazon)
Amazon and brand design projects across the US, Canada, and Europe (SHTONDA.DESIGN)
The confusion is understandable — both terms describe "a page on Amazon that shows my products." But one is a fixed, automatic page with almost no customization, and the other is a fully brand-controlled, multi-page destination that has to be built. Treating them as interchangeable means either wasting design effort on a page nobody can customize, or missing out on the branded destination that actually drives repeat visits and higher order value.
Amazon Storefront — also called the Seller Profile Page — is the default page every seller receives automatically the moment they start selling, no Brand Registry required. It lists all of that seller's products in one place and shows basic business information and policies.
Through the "Sold by [Seller Name]" link on any product detail page — it's not something you actively promote, it's discovered incidentally.
It can list your full catalog and basic policies for free. It can't be customized with banners, video, subpages, or a brand narrative — the layout is fixed.
Amazon Brand Store is a free, multi-page branded storefront exclusive to Brand Registry members — a mini website inside Amazon, with its own URL, custom layout, subpages by category, and full creative control over banners, imagery, and brand story.
Brand Store access requires active Amazon Brand Registry enrollment, which itself requires a registered trademark — the same prerequisite that unlocks A+ Content.
Laid out side by side, the two tools don't overlap much beyond "a page with my products on it."
| Factor | Storefront | Brand Store |
|---|---|---|
| Eligibility | Automatic for every seller | Requires Brand Registry |
| Customization | Fixed layout, no design control | Full multi-page custom design |
| URL & Discovery | Found via "Sold by" link | Branded, shareable URL |
| Competing Products Nearby | Can appear alongside listing | Ad-free, only your products |
| Analytics | None dedicated | Store Insights / Brand Analytics |
| Sponsored Brands Landing Page | ✗ Not supported | ✓ Native destination |
| Mobile Experience | Basic, unoptimized | Mobile-first tile design |
| External SEO (Google) | Not typically indexed | Pages indexed by Google |
| Amazon Platform Fee | Free | Free |
| Role in Revenue | Passive catalog listing | Active driver of repeat visits & AOV |
If you're Brand Registry-enrolled, the Brand Store should be the destination for every paid and owned traffic source — Sponsored Brands, email, social, and QR codes on packaging. The Storefront stays in place as a fallback, but it shouldn't be where you're actively sending anyone.
Check off what applies to you — the tool below tells you whether a Brand Store is worth building yet.
Check off what applies to you above to get a recommendation.
The path from Storefront to Brand Store runs through Brand Registry, not through any setting inside the Storefront itself — there's no "upgrade" button, just a new eligibility unlocked once your trademark clears.
SHTONDA.DESIGN designs Brand Stores as a branded destination built from a real identity system — architecture, mobile-first layout, and an update cadence — not a one-time template drop.
For the full architecture and page-by-page build process, see Amazon Brand Store Design: 2026 Strategy, Examples & Best Practices, and for mobile-specific rules, see Mobile-First Amazon Brand Store Design.
Do I automatically get a Brand Store when I start selling?
No. Every seller automatically gets a basic Storefront (Seller Profile Page). A Brand Store requires enrolling in Amazon Brand Registry, which requires a registered trademark.
Does my Storefront disappear once I build a Brand Store?
No. Your Storefront still exists and is still reachable via the "Sold by" link. Most shoppers will land on your Brand Store instead, since Amazon prioritizes the branded "Visit the Store" link once one exists.
Can I run Sponsored Brands ads to my Storefront?
No. Sponsored Brands campaigns require a Brand Store or a product collection page as the landing destination — the basic Storefront isn't a supported ad landing page.
Is Amazon Brand Store free?
Yes, there's no Amazon platform fee for either a Storefront or a Brand Store. The real cost of a Brand Store is design and content production, since an empty or poorly built Store won't outperform a basic Storefront.
How do shoppers find my Brand Store vs my Storefront?
The Storefront is reached through the "Sold by [Seller]" link on any of your product pages. The Brand Store is reached through a "Visit the [Brand] Store" link, Sponsored Brands ads, and its own shareable branded URL.
Comment AUDIT or reach out directly and SHTONDA.DESIGN will check whether your current Store — or Storefront — is actually working as hard as it should be, before you spend another dollar sending traffic to it.
Share your current Storefront or Brand Store URL. We respond within 1 business day.
A written breakdown of what's holding back repeat visits, AOV, and conversion.
Use the audit yourself, or have SHTONDA.DESIGN design the Store directly.
Let’s create designs that drive results for your business. Contact us today to discuss your next project and see how we can help elevate your brand.