Amazon Brand Store: start with the numbers that hold
The most quoted statistic about an Amazon Brand Store is made up. "A Brand Store doubles your repeat purchases" is what you read on dozens of agency pages, in pitches and in LinkedIn posts. The problem: Amazon never said it. Anyone who takes their brand seriously starts not with a number that gets passed around but with what the platform publishes itself. And that is enough to justify the investment in an Amazon Brand Store, without overstating anything.
I have been building brands for e-commerce founders on Bol.com, Amazon and Shopify for six years. In almost every first conversation, a number like that comes up that someone picked up somewhere. My work then often begins with removing the myth before we get to the design. Because a brand built on an invented promise falls over the moment a client asks one more question. This article lays out the real Amazon numbers and shows what they mean for how you design your Brand Store.
The claim you read everywhere does not come from Amazon
Let's start with the myth itself, because it sits stubbornly in the market. The claim is that a Brand Store doubles your repeat purchases. It gets passed around because it sounds exactly like a sales argument should sound. But search Amazon's own documentation and you will not find it. No advertising page, no seller guide, nothing.
What is there is a different figure that resembles it. Amazon reports that shoppers stay twice as long on your Store when you drive Sponsored Brands ads to that Store. That is about time, not about repeat purchases. Somewhere, someone shortened "twice as long on the Store" to "twice as many repeat purchases", and that error has been travelling through the field ever since.
The difference looks small, but it is the difference between accurate and invented. Time on a page and repeat purchases are two completely different things. If you have a Brand Store designed on the promise that your repeat sales will double, and that promise turns out to rest on nothing, then you do not have a strategy but a gamble. A brand I build has to be able to back up every claim it makes. That goes for a client's listing and it goes just as much for the story an agency sells you.
What Amazon itself measures: four numbers from its own Stores guide
Now the numbers you may use. In its own best practices for Stores, Amazon compares shoppers who visit a Brand Store during their journey with shoppers who do not. Four figures stand out, and they come straight from the platform.
Shoppers who visit a Brand Store buy 53.9% more often, have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price and a 71.3% higher average order value than shoppers who never reach your Store. Those are not estimates from a tool vendor, they are numbers Amazon puts on its own page.
Note one thing: this is a comparison, not a cause-and-effect guarantee. Shoppers who take the trouble to visit your Brand Store are probably already further along in their decision. The Store does not make that purchase on its own, but it catches the buyer at the moment they want to get to know you. That is when your brand decides whether the buyer stays or clicks away. A set of separate listings gives them no reason to stay. A Brand Store does, provided it is built well.
That "53.9% buy more often" is also the figure that comes closest to what the invented doubling claim was trying to say. The real number is lower and more honest, and it is more useful because you can back it up. In a pitch, a number you can substantiate is worth more than a number that impresses until the first critical question.
An outdated Brand Store leaves return traffic on the table
This is where it gets commercially interesting in the right way. Amazon measures not only whether a Store is visited, but also whether it is current. Stores updated within the past ninety days had on average 11% more returning visitors and 13% higher attributed revenue per visitor than Stores that stood still.
This is the figure that answers the original question behind the myth. People were looking for proof that a Brand Store drives repeat behaviour. That proof exists, only it is about returning visitors, not doubled purchases. And it comes with a condition: you have to maintain the Store. A storefront you do not touch for a year demonstrably performs worse than one that moves with your season, your new products and your campaigns.
For most sellers this is a blind spot. The Brand Store is built once at launch and never touched again. Meanwhile the assortment changes, new photography arrives, the positioning shifts. The Store falls behind and nobody notices, because it is not a page you see every day. That is exactly why a Brand Store is not a project with an end date but part of your brand that needs upkeep. At branding we treat it as a living element, not a one-time delivery.
Brand Store design is photography plus A+, not a template
A Brand Store is only as strong as the content inside it. And that is where most brands go wrong. The Store gets stuffed with the same product photos that are also in the listing, a logo at the top, and done. That is not a brand storefront, it is a table of contents.
The work sits in two things that carry your brand. The first is imagery. A Brand Store lives on real, recognisable product photography and lifestyle imagery that shows where your product belongs. Generic white shots sell the isolated function, but a Store has to sell the feeling that makes your brand yours. That is exactly where an AI-generated image still falls short in 2026: the hero shot where someone can almost feel your packaging.
The second is content build-up, and this is where the Brand Store meets your A+ content. Amazon states on its own sell page that Basic A+ content can lift sales by up to 8% and well-executed Premium A+ content by up to 20%. That difference is no accident. Premium A+ is full-width imagery, video and a consistent experience across your whole brand. The discipline that makes your A+ good is the same discipline that makes your Brand Store good. We wrote earlier in detail about Amazon A+ content and how you build it; a Brand Store is that discipline at brand scale.
And the third thing, which holds it all together: your listings themselves. A Brand Store sends traffic to product pages, and if those pages are weak the gain leaks away there. How you write a listing that convinces both human and algorithm is covered in our guide on optimising an Amazon listing for AI. The Store, the A+ and the listing are one system, not separate parts.
What this means for Dutch sellers
Amazon's buying-behaviour numbers are platform-wide. They apply to Amazon.nl and Amazon.de just as much as to the US marketplace where most of the material comes from. For a Dutch seller expanding into Germany, a strong Brand Store is therefore not a luxury but the place where a German buyer first truly meets your brand, beyond a single listing.
One thing you should keep out of your strategy in the Benelux. Amazon lists the Follow button and its follower value as available in the United States only. Agencies that lean on "build your follower base through the Store" in a Dutch pitch are selling you a feature that does not fully work here yet. The rest of the story, the buying behaviour and the effect of refreshing, holds without exception.
The same principle applies on Bol.com, by the way. Bol publishes no hard percentages on what enriched product content earns; its own documentation keeps it qualitative at a lower return rate and a higher conversion. That does not mean the effect is absent, it means that on Bol you may use Amazon's numbers as a direction and ask any party that does quote a hard Bol percentage where it comes from. The same discipline with which you optimise a Bol.com listing applies to your brand presence on both platforms.
How to approach your Brand Store
Do not start with the design but with the question of what your brand is. A Brand Store forces you to explain in one storefront what you stand for, and that question cannot be designed away. Only once that story holds do imagery, A+ and navigation add something instead of filling space.
In practice the sequence is what most sellers get wrong. They start with navigation and colour while the story is not yet set. First the brand story, then imagery and A+, and the listing quality of the pages you link to in order before the Store goes live, not after. And a fixed moment each quarter to refresh, put in the calendar, because otherwise it will not happen.
A Brand Store is not a trick. It is your brand, built up cleanly in the place where the buyer wants to get to know you. Amazon's numbers support that. You do not need the invented doubling claim for it.
Ps. Curious whether your Brand Store and listings do your brand justice or leave money on the table? We run a brand audit on your Amazon presence and tell you honestly what we see.
