Amazon Store: A Platform for Brands to Shine

In the era of global e-commerce, simply posting products is not enough. Brands also need a “home” to tell their story and express their identity. And Amazon Store helps businesses do just that. The following article will guide you in detail on how to set up an Amazon Store and share successful examples from Vietnamese brands.

1. Explore an overview of Amazon Store

Before diving into the world of selling on Amazon, let’s first explore an overview of Amazon Store. This is where brands not only display products but also tell their own story, creating a distinctive impression in the customer shopping experience.

1.1. What is an Amazon Store?

Amazon Store is an official brand storefront provided by Amazon for free to sellers who have registered with the Brand Registry. It is a dedicated space that allows businesses to showcase products, introduce their brand story, and present a professional image within Amazon’s ecosystem.

With a flexible design like a mini website, Amazon Store allows brands to create their own layout, add images, videos, and storytelling content. This helps attract customers and increase brand awareness more effectively.

1.2. How does Amazon Store work?

Buyers can access an Amazon Store through the product detail page, Sponsored Brands or Sponsored Display ads, or via a shortened URL such as amazon.com/brand-name. Remarkably, sellers don’t need to pay to create or maintain an Amazon Store. Instead, they can customize content, design, and utilize tools to vividly tell their brand story.

According to Amazon statistics, customers who visit an Amazon Store are 53.9% more likely to make repeat purchases, 52.1% more likely to add products to their carts, have an average selling price 42.4% higher, and an average order value 71.3% higher than those who don’t visit the Store. This demonstrates the critical role Amazon Store plays in increasing sales and building customer loyalty.

2. Key benefits of owning an Amazon Store

Owning an Amazon Store not only helps businesses project a professional image but also provides practical value in brand building and sales growth. Some notable benefits include:

05 Outstanding Benefits of Owning an Amazon Store

Enhance brand awareness and identity: Amazon Store gives you a dedicated space to introduce your story, vision, and brand style.
Boost conversion rates and revenue: Clear, engaging product presentation helps persuade customers more effectively.
Increase cross-selling opportunities: The store allows you to showcase your full product catalog, encouraging customers to explore more, thus expanding order value and revenue.
Optimize ad performance: You can use your store as a landing page for ad campaigns, driving targeted traffic effectively.
Monitor and improve performance: Amazon’s Store Insights tool provides detailed data on traffic, sales, and customer behavior, helping sellers optimize strategies and improve customer experience.

Overall, Amazon Store is not just a sales channel but also a platform for building long-term brand presence, increasing engagement, and strengthening position in the global e-commerce ecosystem.

3. How to set up Amazon Store 2025

To fully leverage the potential of selling and promoting your brand on Amazon, setting up a professional Amazon Store is an essential step. Below is a detailed guide on the requirements and setup process for Amazon Store 2025.

3.1. Seller requirements

To create and manage an Amazon Store, sellers must meet two basic requirements:

Professional Seller Account: This is a paid account designed for serious sellers who aim to run a long-term business on Amazon. It grants full access to management, advertising, and store performance tools.
Amazon Brand Registry: Your brand must be registered and verified in Amazon’s system. This not only protects brand ownership rights but also unlocks access to Amazon Store creation, A+ Content, and brand advertising campaigns.

Meeting these two conditions is the first step to building a professional, trustworthy, and appealing store on Amazon.

3.2. Five steps to build a professional Amazon Store

Here is a detailed 5-step guide to help you create a professional and effective store in 2025.

Step 1: Set up your Amazon Store
First, go to Seller Central → Store → Manage Store → Create Store.

Select your registered brand in the Amazon Brand Registry, enter your display name and brand logo. This step verifies brand ownership and allows Amazon to identify your brand before approving your store.

Step 2: Create and design your homepage
Amazon provides various homepage templates to choose from, such as storytelling layouts, featured product showcases, or full catalog displays.

You should add a short meta description that reflects your brand spirit and key products, helping your store appear more frequently on Google and Amazon searches.

Since the homepage is your store’s “face,” choose an eye-catching main image and engaging headline.

Step 3: Build your structure and product categories
Once your homepage is ready, add subpages for different product groups. For example: Women’s Clothing, Accessories, New Arrivals — making it easier for customers to navigate.

Amazon offers various page templates like Product Collection, Marquee, or Blank Page for flexible customization.

You can also add a dropdown menu to categorize by color, size, or product line.

Step 4: Customize content and visuals
This is where creativity and brand identity come alive. Amazon recommends using custom images and videos designed specifically for your Amazon Store rather than reusing product listing visuals.

You can embed introduction videos, lifestyle banners, or graphical product descriptions to make the experience more engaging. If design isn’t your strong suit, consider collaborating with freelance designers on Amazon to ensure visuals meet quality standards and policies.

Step 5: Submit your store for Amazon approval
Once you’ve finished designing, click Submit for Publishing. Amazon will review your store within about 24 hours to ensure compliance with content and image policies. Once approved, your store will go live on Amazon, ready to reach millions of potential buyers.

4. Pre-launch checklist for Amazon Store

Before launching, sellers should thoroughly review to ensure smooth operation, professional display, and a strong first impression. Here are the key items to complete:

Verify brand information: Ensure the logo, brand name, colors, and visual identity are consistent, clearly expressing your brand personality.
Prepare product content: Upload high-quality images, detailed and clear descriptions, and include relevant keywords to improve search visibility.
Optimize user experience: Check how your store displays on both desktop and mobile devices, ensuring all links, menus, and layouts function properly.
Finalize sales policies: Clarify shipping, returns, and customer support details to build trust and confidence among buyers.
Plan your marketing campaign: Prepare promotional activities on social media, email, or Amazon Ads to drive early traffic and sales.

5. Case studies: Brands leveraging Amazon Store successfully

Many Vietnamese businesses have utilized this platform to scale up, prove product quality, and expand internationally. Below are several outstanding examples demonstrating the power of Amazon Store in building a global brand.

5.1. Vida Farm – “The spring of Vietnamese herbal tea” going global

By using Amazon Store as a brand storytelling channel, Vida Farm brought the “breath of Vietnamese nature” to international markets. The store’s fresh green design and clear presentation of herbal tea origins quickly captured the attention of health-conscious customers.

Within just three weeks of launch, Vida Farm ranked in the top 1–2 herbal tea niches and achieved million-dollar revenue in its first year. With an average rating of 4.7+ stars and high repeat purchase rates, Amazon Store became the “launchpad” that helped the Vietnamese brand spread sustainable values worldwide.

5.2. LAMER – From tailor’s table to global customers

The fashion brand LAMER turned its Amazon Store into a virtual showroom, showcasing craftsmanship and elegant design. The store was professionally curated with consistent visuals, making it easy for customers to explore key product lines.

After nine months, LAMER recorded over 2,000 international orders, with revenue increasing by 250% in one year. The combination of local production and Amazon Store enabled LAMER to expand rapidly and establish its position as a representative of “Vietnamese fashion” in the global market.

5.3. CHIPPI & CO – Safe made-in-Vietnam toys making an impression

Starting small in Vietnam, Chippi & Co chose the U.S. as its main market and built a pastel-themed Amazon Store that conveyed warmth and friendliness to young families.

By optimizing visuals and product diversity, the brand successfully told its story of “safe toys – nurturing Vietnamese love,” resulting in a tenfold increase in orders and 12x growth in 2022 compared to previous years. Amazon Store became the bridge bringing Vietnamese-made products to millions of families worldwide.

6. Conclusion

Amazon Store offers an opportunity for Vietnamese businesses to build a professional image and tell their own brand story. With the insights provided in this article, we hope you’ll soon start building your own Amazon Store and take your brand global.

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