Amazon Is Increasing The Priority of Brand Storefronts. Here’s What it Means.

News & Insights

Amazon Is Increasing The Priority of Brand Storefronts. Here’s What it Means.

Amazon Brand Storefronts just got elevated in a big way!

Last week, Amazon made changes to the way the link to the brand store page appears on a product page. They added the terminology “Visit the [ABC] store” as a hyperlink. The old link just had the name of the brand and didn’t give the shopper an indication that the link would take them to the brand’s Storefront. It also appears this change is still not visible for all brands. If you want to learn more about Amazon Storefronts, visit our prior post.

Amazon Brand Storefront Changes


Amazon is being more upfront with shoppers that the blue hyperlink leads to the brand’s Storefront. We believe this is more clear and looks better than it used to, which should lead to more traffic to the Storefront. A fun fact is that this change was trialed on Amazon Germany earlier this year, and results have been positive. We’ve heard reports that Brand Storefront traffic doubled for some brands after the change. That means there is a better chance for new-to-brand consumers to experience and try your brand on Amazon.


We love that Amazon is prioritizing more traffic to brand Storefronts because the brand gets access to analytics from these pages, including data on the traffic source and consumer conversion rates. We also believe that Storefronts provide an opportunity for Brands to treat the Amazon channel like their own DTC website. This change allows brands to help consumers discover new products through a wider assortment, understand brand differentiators, and educate consumers on the features and benefits of their brand. If you lead a brand that sells on Amazon, you should be putting a strategy in place to make sure you have a high performing brand Storefront that will encourage new-to-brand trial and enhance conversion rates. We can’t wait to see what the results are of the increased traffic for brands. Need help with your brand Storefront? We’d love to talk.

More Resources And Articles

Concerned about managing future inventory needs on Amazon? Start with these four critical demand planning areas to ensure success.

Four Areas to Focus Amazon Demand Planning Efforts

Learn how to establish a pricing strategy on Amazon that drives sales and maximizes profit margins.

Create a Winning Amazon Pricing Strategy

Accurate inventory forecasting for your Amazon inventory is incredibly valuable. Here are strategies to strengthen your inventory management.

Understanding and Implementing Amazon Inventory Forecasting Strategies

Learn how to maximize your brand's reach and profitability by targeting those most likely to buy with Amazon Sponsored Display audiences.

Put Amazon Sponsored Display Audiences to Work for Your Brand

Learning how to use A/B testing effectively for better product listings and higher conversions on Amazon can increase your visibility.

Build Better Amazon Listings with A/B Testing

Boost sales with proven optimization strategies for your Amazon listings that lead to more visibility and generate higher conversions.

Optimize Your Amazon Listings for Growth

Stop struggling with high Amazon advertising costs? These six tactics can help your brand reduce your Amazon PPC costs and increase ROI.

6 Ways to Reduce Amazon PPC Costs

If you're an Amazon seller looking for ways to stand out from the competition, learn how rebranding your products can help grow visibility and sales.

An Amazon Seller’s Guide to Rebranding

Contact Us

Learn more about how we can help your Amazon business succeed!