How to Create an Amazon Brand Store in India: Complete Guide (2026)
Most sellers who qualify for an Amazon Brand Store on Amazon.in have never built one — and that gap shows up in their revenue every month. While they're spending on Sponsored Products and polishing individual listings, sellers with active Brand Stores are seeing visitors who buy 53.9% more often and spend 71.3% more per order, according to Amazon's own 2024 internal data. An Amazon Brand Store in India is a free, multi-page branded storefront on Amazon.in, available exclusively to Brand Registry-enrolled sellers. You get a dedicated brand URL, custom pages with banners and product content, and a competitor-free shopping experience — no development costs or design agency required. A trademark filed or registered in India is the only entry requirement. This guide covers every step: trademark filing, Brand Registry India specifics, building pages in Store Builder, choosing tile layouts, driving traffic, and reading Store Insights to know what's actually working.
What Is an Amazon Brand Store on Amazon.in?
An Amazon Brand Store is a dedicated, multi-page storefront that lets registered brand owners build a custom shopping experience directly on Amazon.in. Unlike a product detail page — which Amazon controls and where competitor ads appear — a Brand Store is entirely yours. You decide the layout, the pages, the imagery, and which products appear where. Creating and hosting a Brand Store costs nothing. Amazon provides a self-service Store Builder inside the Advertising Console with drag-and-drop tiles and pre-built templates, so no developer or designer is needed. Every Brand Store gets a unique URL on Amazon.in (formatted as amazon.in/stores/YourBrand), which you can share from your own website, social media, or email to bring external traffic directly to your branded space — completely separate from Amazon's paid ad inventory. Brand Stores on Amazon India are available to both sellers (via Seller Central) and vendors (via Vendor Central) enrolled in Amazon Brand Registry. The feature is intentionally restricted to registered brand owners; resellers and generic-brand sellers cannot access it.
Is Amazon Brand Registry Required to Create a Brand Store in India?
Brand Registry enrollment is not optional here — it's the only way to unlock Brand Store access on Amazon.in. And Brand Registry India has specific requirements that differ in important ways from what many generic guides describe.
What You Need to Enroll
To enroll in Amazon Brand Registry on Amazon.in, you need:
A trademark for your brand — either a registered trademark certificate number, or a pending trademark application number from IP India (India's official trademark registry)
Exact name match — the brand name on your trademark filing must match your Amazon seller account name precisely, including capitalization, spacing, and punctuation. "MyBrand" and "My Brand" are treated as different names
Active Seller Central or Vendor Central account on Amazon.in with the seller account in good standing
Product images and packaging that visibly show your brand name on the product or its packaging — not just a sticker
The India-specific detail that most guides overlook: you do not need a fully registered trademark to apply for Brand Registry. A pending application number from IP India is accepted. Full trademark registration in India takes 12 to 24 months, but you don't have to wait that long to access your Brand Store and other Brand Registry benefits.
Trademark Classes for Amazon Sellers in India
Filing a trademark in India requires specifying which class of goods or services your mark covers. For Amazon sellers, Class 35 (online retail services and e-commerce) is considered mandatory, in addition to the class covering your specific product category — for example, Class 25 for clothing, Class 3 for cosmetics, or Class 28 for toys. Government filing fees in India are ₹4,500 per class for individuals, startups, and MSMEs, or ₹9,000 per class for companies without MSME recognition.
IP Accelerator India: A Faster Route to Brand Registry
Amazon launched its IP Accelerator program in India specifically to help sellers get trademark representation and Brand Registry access faster. The program connects you with a network of Amazon-empanelled trademark firms and agents who specialize in e-commerce IP. The key advantage: when you file through an IP Accelerator firm, Amazon can grant Brand Registry access almost immediately after the filing — before the application even shows as pending on the IP India portal. You'll find IP Accelerator inside your Seller Central account under Apps and Services → Explore Services → IP Accelerator. Amazon does not charge a commission; you pay the government fees and the firm's professional charges directly. For sellers starting from scratch on their trademark journey, this is the fastest path to Brand Store access.
How to Create an Amazon Brand Store: Step-by-Step
Once your brand is enrolled in Brand Registry, the actual store-building process happens entirely inside the Amazon Advertising Console. Here's how it works.
Step 1: Open Store Builder in the Advertising Console
Log in to Seller Central and navigate to the Advertising Console. Under "Stores," select "Manage Stores." Only Brand Registry-approved brands appear in the dropdown — if your brand isn't listed after successful enrollment, allow up to 24 hours for the accounts to sync, then contact Seller Support with your Brand Registry case ID.
Step 2: Choose a Template
Amazon offers three base templates: Product Grid (for quick catalog browsing, works well for large assortments), Marquee (for brands that lead with lifestyle visuals and storytelling, with a prominent header banner), and Showcase (for featured collections and seasonal campaigns). For most Indian brands building their first Store, Marquee balances visual impact with product discovery effectively. You can change the template later without losing your content.
Step 3: Build Your Homepage
Your homepage is the default landing page for anyone who clicks your brand byline on a product listing or uses your Store URL. It should communicate what your brand sells and who it's for within three seconds of loading. Add your brand logo, a hero banner (Amazon recommends 3000×600 px), and a navigation bar that links clearly to your sub-pages. Keep the homepage focused — shoppers decide quickly whether to stay or leave.
Step 4: Add Sub-Pages and Tiles
This is where multi-page Stores outperform single-page ones. Create separate pages for your major product categories, a Best Sellers page, and a seasonal or campaign page you'll update before events like the Great Indian Festival or Diwali Sale. Each page uses tiles — modular content blocks you arrange via drag-and-drop. When deciding which products to feature first on each page, use your Search Frequency Rank data to confirm which products are actually attracting search demand, not just which ones you want to promote. High-SFR products placed prominently in your Store are more likely to drive both Store visits and conversions.
Step 5: Link Your ASINs and Verify the Byline
After publishing your Store, verify that your product detail pages actually show the brand byline — "Visit the [Brand Name] Store" — linking back to your Store URL. This organic traffic source is free and continuous, but only if the link works. If the byline doesn't link correctly, contact Seller Central support with your Store URL, the ASIN examples, and a brief description. They can fix the connection from their end. Well-optimized product listings shown through your Store directly affect how buyers engage with it. If your Amazon product listing copy is thin or uses the wrong keywords, even a well-designed Store page won't convert. Backend keyword optimization and listing quality are upstream of Store performance.
Step 6: Preview Across Devices, Then Submit
Use the Preview function to check both desktop and mobile views before submitting. On Amazon India, a large share of shoppers browse on smartphones — prioritize the mobile preview. Amazon's review process for new Stores typically takes 24 to 72 hours. You'll receive email confirmation when it goes live. If the submission is rejected, Amazon provides a specific reason; fix that issue and resubmit.
Store Pages, Tile Types, and What Each One Does
Understanding which tile to use where prevents the most common Brand Store design mistake: cluttered pages that look busy but don't sell.
| Tile Type | Best Used For | Practical Notes |
|---|---|---|
| Hero Banner / Header | Brand introduction, seasonal campaign, homepage storytelling | Recommended: 3000×600 px. Sets the visual tone for the entire page |
| Product Grid | Showing a catalog of similar products for easy comparison | Best for category pages with 6 or more items. Dynamic grids may auto-exclude unavailable items; manually added ASINs remain visible until removed |
| Individual Product Tile | Featuring a hero product, new launch, or bestseller | Pair with a text tile for key benefits. Strong for premium-priced items |
| Text Tile | Short feature copy, USPs, usage guidance | Keep under 50 words — Indian shoppers scan product pages quickly |
| Image Tile | Lifestyle photography, product-in-use context, brand mood | Use real usage images, not product-only shots on white backgrounds |
| Shoppable Image | Lifestyle scene with clickable product hotspots | One of the highest-engagement tile types — links directly to product detail pages |
| Video Tile | Brand story, product demo, how-to content | Amazon reports video in Stores increases dwell time meaningfully |
ne pattern that holds across categories on Amazon India: pages that use two or three tile types consistently outperform pages that try to use every option available. Mixing seven tile types on one page creates visual noise. Pick a consistent structure for each page type — for example, category pages always open with a Product Grid, individual product tiles for the top three, then a text tile explaining the category — and stick with it.
How Do You Drive Traffic to Your Amazon Brand Store in India?
A Brand Store that no one visits is a missed opportunity. Here are the primary traffic sources and what the data says about each on Amazon India.
Sponsored Brands Campaigns
The most direct paid traffic driver is Sponsored Brands advertising. Link your Sponsored Brands campaigns to specific Store pages — not just the homepage. Amazon's 2024 data shows Sponsored Brands Video campaigns landing on Store pages had a 23% higher conversion rate than those pointing to individual product detail pages. On Amazon India, Sponsored Brands access is available to all Brand Registry-enrolled sellers, making this a natural complement to your Store investment from day one.
Product Byline Organic Traffic
Every product listing with your brand enrolled in Brand Registry displays a byline above the title: "Visit the [Brand Name] Store." This organic traffic is entirely free. Buyers checking your listings — or sometimes a competitor's listing where your brand appears in search — may click through. Unlike sponsored traffic, this channel costs nothing once the byline link is verified and working.
External Traffic with Source Tags
Amazon lets you create custom source tags directly inside Store Insights. Go to Store Insights → Manage Source Tags → Create New Tag, name it by channel (Instagram, Email, YouTube, WhatsApp), and Amazon generates a unique trackable URL for each source. Share those Amazon-generated URLs when promoting externally, and Store Insights will report exactly how much traffic and how many sales each channel drove. Tags don't expire and you can create unlimited ones — one per channel you want to measure.
Store Insights: Metrics That Tell You What to Fix
| Metric | What It Tells You | Action If Low |
|---|---|---|
| Daily Visitors | Unique visitors to your Store in a period | Check byline links; increase Sponsored Brands budget or coverage |
| Page Views | Total pages viewed, showing navigation depth | Improve homepage navigation; add deep links to sub-pages |
| Orders per Visitor | How often Store visitors actually buy | Move bestsellers to top positions; add shoppable images |
| Units per Visitor | Average units bought per Store visit — cross-sell signal | Group complementary products on the same page; add "frequently bought together" logic |
| Sales by Source | Which traffic channel (ads, byline, social) drives actual purchases | Increase spend on the highest-converting source; reduce on low-converting ones |
Amazon's data shows Stores updated within the past 90 days attract 11% more repeat visitors and generate 13% higher attributed sales per visitor. For Amazon India sellers, this means scheduling updates around the major shopping calendar: Great Indian Festival (typically October), Diwali Sale, and Prime Day India (usually July). Amazon's Versioning and Scheduling tool lets you build alternate Store versions for these events in advance without disrupting your live Store.
Common Mistakes Indian Sellers Make with Brand Stores
Working with brand sellers across categories on Amazon India, the YourSeller team regularly sees the same avoidable issues: Not verifying the byline after launch. Building a Store and not checking that your product detail pages link to it is the single most common oversight. If the byline doesn't appear or doesn't link correctly, every rupee you spend on Sponsored Brands drives traffic to a dead end — and your organic byline traffic, which is free, never reaches the Store at all. Building only a homepage. A single-page Store performs well below a multi-page one. Category pages let your Sponsored Brands campaigns link to the most relevant section, and they give repeat visitors a reason to explore further. Amazon's algorithm also treats multi-page Stores as richer brand destinations. Letting the Store go stale. A Store unchanged since launch signals — to both Amazon's systems and returning shoppers — that the brand isn't active. The 90-day update data is specific: stores refreshed within 90 days see measurably better repeat visit and sales numbers. Even updating a hero banner or adding new ASINs counts. Ignoring mobile layout entirely. A banner that looks sharp on a 1920px desktop may crop awkwardly or appear text-heavy on a 375px phone screen. Given the mobile-heavy shopping behavior on Amazon India, this is worth ten minutes of preview time before every submission. Brands that want ongoing support with Amazon marketplace management — from Brand Registry setup through Store design, campaign management, and quarterly refreshes — find that these mistakes are easiest to avoid with a structured process in place from launch.
Your Brand Store Is the Only Amazon Page Without Competitor Ads
Every product detail page on Amazon.in carries competitor ads. Your Brand Store does not. That alone makes it valuable: shoppers who land there see only your products, your story, and your brand. Given that these visitors buy at a 53.9% higher rate and spend 71.3% more per order than non-Store visitors (Amazon internal data, 2024), the time investment in setup pays back faster than most sellers expect. The process is clear: file for a trademark in India — a pending application number from IP India is enough to start — enroll in Amazon Brand Registry through Seller Central or via IP Accelerator, then build your Store in the Advertising Console. Pay close attention to multi-page structure, the byline verification after launch, and quarterly updates around Indian shopping events. Track results in Store Insights, use source tags for external channels, and route your Sponsored Brands campaigns to specific Store pages rather than the homepage. The YourSeller team works with sellers across categories on Amazon.in — from Brand Registry setup through Store design, campaign management, and ongoing optimization. Book a Free Brand Store Audit →
Frequently Asked Questions
Is Amazon Brand Registry required to create a Brand Store in India?
Yes, Amazon Brand Registry enrollment is mandatory for creating a Brand Store on Amazon.in — there is no alternative path. Brand Registry itself requires either a registered trademark certificate or a pending trademark application number from IP India. If you're mid-way through the trademark process, Amazon's IP Accelerator program in India connects you with pre-approved trademark agents who can enable Brand Registry access almost immediately after filing, before full registration is granted.
Can I create a Brand Store on Amazon India without a fully registered trademark?
Yes. Amazon India accepts pending trademark application numbers from IP India for Brand Registry enrollment — you do not need to wait out the full 12 to 24-month registration timeline. Submit your pending application number when applying for Brand Registry and provide product images showing your brand name on the packaging. Once Brand Registry is approved, you can begin building your Brand Store immediately.
How long does Amazon take to approve a Brand Store in India?
Amazon's review process for a new Brand Store on Amazon.in typically takes 24 to 72 hours after submission. The review checks that content meets Amazon's policies — no prohibited claims, correct image specifications, and valid ASINs linked to the Store. If your submission is rejected, Amazon provides the specific reason so you can fix and resubmit. A corrected resubmission usually clears faster than the initial review.
How much does it cost to create an Amazon Brand Store in India?
Creating and hosting an Amazon Brand Store is free — there are no setup fees, monthly fees, or per-page charges for the Store itself. The associated costs are upstream: trademark filing fees (₹4,500 to ₹9,000 per class in government fees, plus the trademark agent's professional charges), and any Sponsored Brands advertising you choose to run to drive traffic. The Store does not require advertising spend to exist or stay live.
What is the difference between an Amazon Brand Store and a storefront on Amazon?
They are the same feature. "Brand Store," "Amazon Store," "storefront," and "Amazon storefront" all refer to the same free, multi-page branded destination on Amazon.in. Amazon's official name in the Advertising Console is simply "Stores." All terms require Brand Registry enrollment, are free to create, and are built using the same Store Builder tool. The variation in language comes from sellers, agencies, and Amazon's own marketing materials using the terms interchangeably across different pages.
