Most ecommerce brands assume that simply having an Amazon Brand Store automatically improves advertising performance.
It doesn’t.
Your Amazon Brand Store can either become a high-converting sales machine that improves ACOS and increases lifetime value… or it can quietly drain your ad budget while you blame “rising CPCs.”
The difference isn’t design.
It’s strategy.
In Make Each Click Count, I emphasize one core principle: every click must have a purpose. That philosophy applies just as much to your Amazon Brand Store as it does to your Google Ads campaigns or Sponsored Products strategy.
Let’s break down how to determine whether your Brand Store is helping — or hurting — your ad funnel.
Understanding the Amazon Ad Funnel
Before evaluating your Brand Store, you need to understand where it fits within your advertising funnel.
A typical Amazon advertising funnel looks like this:
Top of Funnel (Awareness)
- Sponsored Brands
- Sponsored Brands Video
- DSP Prospecting
Middle of Funnel (Consideration)
- Category targeting
- Competitor ASIN targeting
- Sponsored Brands with product collections
Bottom of Funnel (Conversion)
- Sponsored Products
- Branded search campaigns
- Retargeting
Now here’s the key question:
When shoppers click your ad, where are you sending them?
If you’re sending Sponsored Brands traffic to your Brand Store — and most brands are — that store must function as a strategic landing page. Not a brochure. Not a gallery. A landing page.
If it doesn’t align with the stage of the funnel the shopper is in, you’re creating friction. And friction kills conversion rates.
Signs Your Brand Store Is Hurting Your Funnel
Let’s start with the warning signs.
- No Clear Path to Conversion
If your homepage consists of:
- A large lifestyle banner
- Random product tiles
- A long “About Us” section
- Multiple navigation options
You don’t have a funnel. You have decoration.
Shoppers clicking ads are solution-focused. If they have to think about what to click next, they leave.
Confused buyers don’t convert.
Your store should guide shoppers to a single primary action — not force them to explore.
- Sending High-Intent Traffic to Generic Pages
High-intent shoppers — especially branded search traffic — should not be sent to a generic homepage.
If someone searches your brand name and clicks a Sponsored Brands ad, they’re close to purchasing. Sending them to a broad homepage instead of a product-focused page adds unnecessary steps.
The closer someone is to purchase, the fewer clicks they should need.
Every additional click reduces conversion probability.
- No Data-Driven Optimization
Amazon provides Store Insights, including:
- Page views
- Sales per page
- Traffic sources
- Click-through data
If you’re not reviewing this data at least monthly, you’re guessing.
And in ecommerce, guessing gets expensive.
Your Brand Store should evolve based on data — not aesthetics.
- Overcomplicating the Experience
More isn’t better.
Stores with:
- 10+ subpages
- Dozens of products on the homepage
- Endless scrolling sections
often underperform.
A confused mind says no.
Simplification increases conversion.
Signs Your Brand Store Is Helping Your Funnel
Now let’s talk about what success looks like.
When optimized correctly, your Brand Store can:
- Increase conversion rate from Sponsored Brands
- Improve average order value (AOV)
- Strengthen branded search performance
- Enhance DSP retargeting effectiveness
Here’s how.
- Matching Funnel Stage to Store Page
Different traffic sources require different landing experiences.
Top-of-Funnel Traffic → Educational Page
- Focus on problem awareness
- Clear benefit-driven messaging
- Limited product options
- Category guidance
Middle-of-Funnel Traffic → Comparison Page
- Highlight best sellers
- Include feature comparison charts
- Emphasize reviews and social proof
Bottom-of-Funnel Traffic → Product-Focused Page
- Feature a hero product prominently
- Strong, clear call-to-action
- Bundles or cross-sell options
One of the biggest mistakes brands make is sending all traffic to one generic homepage.
Segmented traffic performs better. Every time.
- Increasing Average Order Value Through Cross-Selling
Your Brand Store is one of the few places on Amazon where you control the buying journey.
Use it.
If someone is purchasing:
- Protein powder → suggest a shaker bottle
- Skincare serum → recommend moisturizer
- Kitchen gadget → offer complementary accessories
Even a 10% increase in AOV can dramatically improve your advertising efficiency.
Remember, scaling profitably isn’t always about increasing traffic. It’s about increasing revenue per click.
- Improving Sponsored Brands Conversion Rates
Sponsored Brands ads often convert lower than Sponsored Products because they sit higher in the funnel.
However, when your Brand Store acts as a pre-sell landing page, it warms shoppers before they reach the product detail page.
That increases:
- Add-to-cart rate
- Time on brand
- Purchase likelihood
Which ultimately improves overall ACOS performance.
- Supporting DSP and Retargeting Strategy
An optimized Brand Store also strengthens retargeting.
If a shopper visits a specific subpage — for example, a supplement category page — you can retarget them with highly relevant ads.
But if everyone lands on a generic homepage, your retargeting becomes generic.
Specific traffic enables specific messaging.
Specific messaging converts better.
The 5-Question Brand Store Audit
To quickly evaluate your Brand Store, ask yourself:
- Does each major ad campaign map to a specific store page?
- Is there one clear primary action above the fold?
- Are best-selling products prioritized?
- Is navigation simple and intentional?
- Are Store Insights reviewed and acted on monthly?
If you answered “no” to more than two, your store is likely hurting performance.
The Mindset Shift That Changes Everything
Your Amazon Brand Store is not a branding exercise.
It’s a conversion asset.
If you approach it like a graphic design project, you’ll focus on aesthetics.
If you approach it like a landing page strategist, you’ll focus on behavior, intent, and outcomes.
Amazon is pay-to-play. Every click costs money.
If your Brand Store isn’t moving shoppers closer to purchase, it’s adding friction — and friction lowers profitability.
Final Thoughts
Your Brand Store is helping your ad funnel if it:
- Matches shopper intent
- Reduces unnecessary clicks
- Increases AOV
- Supports retargeting segmentation
- Is optimized based on data
It’s hurting your funnel if it:
- Is generic
- Is cluttered
- Adds extra steps
- Isn’t reviewed regularly
At the end of the day, the goal isn’t more traffic.
It’s more profit per click.
And that happens when you optimize the entire journey — not just the ad.
Make each click count.
Frequently Asked Questions
- What is the purpose of an Amazon Brand Store?
An Amazon Brand Store is a customizable, multi-page storefront that allows registered brands to showcase their products within Amazon. Its primary purpose is to create a controlled shopping experience that guides customers through your product catalog. When optimized strategically, it functions as a conversion-focused landing page that supports your advertising funnel and increases average order value.
- Should I send Sponsored Brands traffic to my Amazon Brand Store?
Yes — but only if your Brand Store is optimized for the funnel stage of the traffic you’re sending.
Sponsored Brands ads often drive upper- or mid-funnel traffic. If your store page educates, compares products, and guides shoppers toward a clear next step, it can improve performance. However, sending traffic to a generic homepage without a defined path can reduce conversion rates and waste ad spend.
- How do I know if my Amazon Brand Store is hurting performance?
Your Brand Store may be hurting performance if:
- Conversion rates from Sponsored Brands are low
- Shoppers require multiple clicks to reach a product page
- Store Insights show high page views but low sales
- Traffic isn’t segmented to specific landing pages
- There’s no clear primary call-to-action
If your store adds friction instead of simplifying decisions, it’s likely hurting your funnel.
- Should I create multiple pages within my Amazon Brand Store?
Yes — but strategically.
Different traffic sources should land on different pages. For example:
- Awareness traffic → Educational or category page
- Consideration traffic → Comparison page
- High-intent traffic → Product-focused page
The key is intentional segmentation. More pages don’t automatically improve performance — targeted pages do.
- Does an Amazon Brand Store improve conversion rates?
It can — when optimized correctly.
A well-structured Brand Store pre-sells the shopper, highlights best sellers, and simplifies navigation. This can increase add-to-cart rates and improve overall advertising efficiency. However, a cluttered or unfocused store can lower conversion rates by overwhelming shoppers.
- How often should I review Amazon Store Insights data?
At minimum, you should review Store Insights monthly.
Key metrics to analyze include:
- Page views
- Sales by page
- Traffic sources
- Click-through patterns
Data-driven adjustments to layout, featured products, and page hierarchy can significantly improve performance over time.
- Is it better to send ad traffic directly to a product detail page instead of a Brand Store?
It depends on the funnel stage.
For high-intent, bottom-of-funnel traffic (such as branded search or retargeting), sending shoppers directly to a product detail page often converts best.
For upper- and mid-funnel traffic, a well-structured Brand Store page can educate shoppers, present multiple options, and increase average order value before directing them to a product page.
The key is alignment between ad intent and landing experience.
Need Help with Amazon Ads? If you’re looking to maximize your Amazon ad returns, sometimes you need an expert who’s been there, done that. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
