♜Amazon & e-commerce

Amazon Brand Store Design: Page Structure, Tiles, Image Sizes and Best Practice

By Abdullah Zahoor, ChessCraft Studio · 7 min read

A Brand Store is the only place on Amazon where you control a whole multi-page shopping experience. Shoppers arrive from your brand name link on a listing, from Sponsored Brands ads or from links you share, and they arrive with intent: they want to see the range and pick the right product. Many Stores waste that moment with a pretty banner, a wall of products and no route through them.

This guide covers how to structure a Store, which templates and tiles to use, the current image sizes and the content rules that most often hold up publishing. It is how we plan Stores alongside the Amazon listing images and A+ Content we design, so the whole brand presence feels like one piece of work.

What is an Amazon Brand Store?

An Amazon Brand Store is a free-standing, multi-page brand site hosted on Amazon, with its own URL, built with drag-and-drop templates and tiles in the Store builder. To create one you need to be enrolled in Amazon Brand Registry (which requires an active registered or, in some programmes, pending trademark), and you build it through your Amazon Ads account, reached from Seller Central or Vendor Central.

It differs from A+ Content and the Brand Story. Those sit on individual product detail pages and help one product convert. A Store sells the range: it helps a shopper understand your categories, compare options and move between products without leaving your brand. If you have not yet built those detail page modules, our A+ Content guide and Brand Story guide cover them.

How to structure your Amazon Brand Store

Plan the page tree before anyone opens the builder. The structure is what turns a Store from a catalogue into a shopping journey. Amazon’s own guidance recommends a home page, category pages and merchandising pages, with every clickable tile leading somewhere useful and no dead ends.

Name pages the way shoppers think, for example by product type, room, skin concern or occasion, rather than by internal range names nobody outside the company knows. Group child variations together, and order products deliberately, for example by best seller first or from entry level to premium.

Templates and tiles in the Store builder

Page templates

The Store builder offers starting templates, including Marquee (a gateway page for a brand or sub-brand), Highlight (products with supporting content) and Product Grid (many products on one page), as well as a blank layout. Templates are only a starting point; you can add, remove and resize tiles freely.

Tile sizes and types

Pages are built from sections of tiles in four sizes: full width, large, medium and small. The main tile types are image, image with text, shoppable image (up to six products tagged on one picture), video and background video, gallery (up to eight images), text, single product, product grid, best sellers, recommended products and featured deals. Each page can hold up to 20 sections, with limits on some tile types, such as one product grid and one gallery per page.

Amazon Brand Store image sizes

These are the minimum sizes from Amazon’s Stores creative specifications. Amazon recommends a width of 3,000 pixels for sharp results on high-resolution screens, and every image file must be 5 MB or smaller.

Amazon updates Store specifications from time to time, and custom mobile image sizes differ for some tiles. Check the current Stores creative guidelines in Amazon Ads before final export.

Designing the home page, section by section

The home page has one job: get the shopper to the right product family quickly. A structure we use often:

1. Hero. A brand image with the product visible. Keep the subject and any text in the centre, because up to 15% can be cropped from each side.
2. Category navigation. A row of image tiles, one per category, each showing the product clearly and linking to its category page. This is the most important section on the page.
3. Best sellers. The fastest route for shoppers who just want the popular choice.
4. A short brand strip. One image with text tile that says what makes you different, linking to the About page.
5. Shoppable lifestyle image. Your products in use, tagged so shoppers can click through. Strong lifestyle images work hard here.
6. Video. A short product or brand video, reused or cut down from your listing video.
7. Closing navigation. Repeat category links or a curated product grid so the page never ends in a dead end.

Shoppers are less engaged the further they scroll, so keep the home page focused and push depth into category pages. Give each category page its own header image rather than repeating the home page hero.

Design every tile for mobile first

Most Store visits happen on phones, where tiles stack and shrink. Link titles cover roughly the bottom 19% of rectangular tiles and 12% of square tiles, so keep products and copy out of that zone. Use the builder’s mobile preview for every page, check that category tiles still read clearly at small sizes, and upload custom mobile images where a desktop layout does not translate. You can also run your listing images through our free Amazon listing image checker to make sure the product images feeding your grids are strong.

Rules that get Stores rejected

Stores go through moderation before publishing, which Amazon says can take up to 24 hours, so plan launches with a buffer. The issues we see most often are avoidable:

• Contact details and outside links. No website addresses, email addresses, phone numbers or QR codes, and nothing that sends shoppers off Amazon.
• Prices and urgency in images. Do not put prices, discounts or countdown language in artwork. Use product tiles, grids and the featured deals tile, which update automatically.
• Unsupported claims. Claims such as best-selling or number one need substantiation shown in the Store, and awards should be recent. Comparisons with named competitor brands are not permitted.
• Text baked into images. Amazon discourages embedded text; use image with text tiles where you can. Where text is in an image, it must be legible, with minimum text heights set for each tile type.
• Vague calls to action. Labels like Click here are not allowed. Use specific link text such as Shop running shoes, and make sure it leads where it says.
• Wrong language. The Store must be in the primary language of the marketplace it appears on, with correct spelling and grammar.

Measure and improve after launch

Store Insights reports visits, page views, sales and traffic sources, and you can create tagged links to see which ads, emails or social posts bring people in. Amazon Ads states, from its own 2024 internal data, that shoppers who visit a Brand Store purchase 53.9% more frequently than those who do not. Treat that as a reason to invest in the Store, then judge your own results: watch which pages get visited, where people leave, and which category tiles are ignored, and refresh seasonal pages rather than letting them go stale.

Checklist: Amazon Brand Store design

• Brand Registry active and Store built in the Amazon Ads account.
• Page tree planned: home, category pages, best sellers, new arrivals, deals and about.
• Pages named the way shoppers search, with no dead-end tiles.
• Hero at least 3,000 x 600 with key content clear of the 15% side crop.
• Logo at least 400 x 400 and every file 5 MB or under.
• Category tiles designed as a consistent set, one per product family.
• Unique header image on each category page.
• No prices, contact details, outside links or unsupported claims in artwork.
• Specific link text and copy in the marketplace’s primary language.
• Every page checked in mobile preview, with nothing important under link titles.
• Launch scheduled with at least a day for moderation.
• Store Insights and tagged links reviewed monthly.

Questions