How to set up an Amazon Brand Store: requirements and steps

The gate is Amazon Brand Registry. Amazon.in says enrolment is free. Your brand name, or a logo containing it, must be permanently affixed to the products or packaging, and you must hold a trademark for the brand name or logo from the trademark office of a country that has a matching Amazon store. You must be the trademark owner, and the mark must be a word mark or a design mark containing words, letters or numbers. An agent should have the owner enrol, then be added as a user.

Pages differ on trademark status. The Amazon.in Brand Registry page accepts a pending or registered trademark. Amazon Ads' Store guide says an active registered trademark. Amazon's US seller blog says registered or pending, and also lists a Professional selling plan, a sponsored ads account and listed products. The US plan fee is shown there, but the India fee is not on any page used here, so read it in Seller Central. If you have only a pending application, check the live enrolment flow before you spend design time.

Per Amazon's US seller blog, open Seller Central, go to Stores, then Manage Stores, or use Brand Content and then Brand Stores in the advertising console. You will enter a brand display name, which appears in the Store URL and the navigation bar, upload a logo of at least 400 x 400 px, and write a meta description for search.

The display name is customer-facing, so settle it before you click create. Use the brand spelling that matches your trademark and your product labels.

Amazon Ads' best-practices guide describes four starting points: marquee for showing several subcategories, product highlight for specific products such as bestsellers, product collection for related products or the full catalogue, and blank. Amazon's US blog says only that there are pre-designed templates and a blank one, so the list in your account is the one that counts.

Amazon Ads suggests a homepage plus up to three subpages, and the US blog suggests at least three levels of pages. The wording differs, so a homepage with three or four subpages is a safe plan. Illustrative example for a brand with 12 products across three uses: Home (hero, one shoppable image, bestsellers grid), a page per use with its own header image, an About us page with a text tile and a video, and a Deals page. Keep child variations together on grids and put the most relevant content near the top of each page, because Amazon notes shoppers scroll less over time.

Preview mobile and desktop before you submit. You can publish on approval or schedule a go-live date. Amazon Ads says moderation can take up to 24 hours, and the US blog says under 24 hours usually, so treat 24 hours as the planning figure and add buffer for a launch date you must hit.

Amazon separates soft and hard rejections. A soft rejection, such as an image with no link to a product or Store page, can be bypassed by submitting anyway. A hard rejection, such as a blank page, blocks submission until fixed. Common causes of rejection are unsupported claims, images that repeat live price or pack-size details, badly built deals pages, and web addresses, physical addresses or phone numbers inside Store elements. Every clickable tile should lead to a Store page or a product page.

Store Insights tracks sales, visits, page views and traffic sources, and Amazon says you can tag the Store URL to analyse traffic from outside Amazon. Use it to find pages with views but few sales, then change the products or add video there.

Amazon recommends updating a Store every 90 days or less. It also says, using its own internal data, that Stores updated in the previous 90 days had 11% more repeat visitors. That is an Amazon-reported correlation, not a guarantee. A simple rule: put a quarterly calendar reminder, and refresh the hero and featured products each time.