Most Amazon brand stores aren't good for one reason, and it's an easy fix Custom
By Jasonlandro · October 13, 2026 · Curated by George's Blog
Most Amazon brand stores aren't good for one reason, and it's an easy fix
Customers are most likely to buy the top 20% of items in your catalog
That means you need to get customers to those items and categories as easily as possible…reduce friction
Yet most brands fail to do this
Instead, they dump products on their homepage and throughout their store
Or throw up all the categories like a catalog
They fail to have a merchandising strategy
And if you're running upper funnel ads on STV or linear, it's even more important to merchandize your store properly because it will likely get a lot of incremental traffic as a result of those campaigns
Below are 5 actionable steps you can take to improve your merchandising strategy:
Step 1: Make Your Homepage Accessible
Customers also shouldn’t have to scroll down more than halfway to be able to see products.
Scroll fatigue is real.
Step 2: Ensure Your Branding Is Consistent
Beyond the homepage, it’s vitally important that you also ensure your branding is consistent.
Your blocking, fonts, blocking, button placement and size should all be consistent from the home page to the subpages (and even your PDPs).
Before we start any brand store (or creative work for that matter), we do a branding plan for Amazon to ensure that we lock in the brand’s style guide and brand guidelines so that we can be consistent with the branding.
Step 3: Design for the Shopping Journey
In addition to ensuring the design is consistent, you also need to make sure you optimize your store for how customers search and shop.
Sometimes this is simple (e.g., you sell men’s and women’s’ shoes) and sometimes it is not (e.g., you sell different types of tools that could comprise 20-40 categories or you sell car parts for a bunch of different models and makes).
Step 4: Cross-Sell Like Your Life Depends on It!
This is the part that makes your store so valuable
Strategically place complimentary products next to hero products to increase AOV
Suggest products that are part of a routine or are a nicer/more expensive version
This is your chance to sell customers on more (which is much harder on the PDPs)
Step 5: Don't Overwhelm Shoppers
Lastly, don’t have to include a page or subpage for every single product that you sell on your store.
If you really want to, you can include shop all pages or sub-subpages with all the products for each respective category.
Again, you already know what shoppers are most likely to buy, so your job is to get them there.
Therefore, feature the products that you know customers are most likely to buy, and bundle those products into macro-level categories.
If you're selling more than $20 million/year on Amazon and want help taking your store to the next level don’t hesitate to reach out to Nectar or me
PS Below are about 10 homepages from stores Nectar has done in the past couple years (we've done at least 100 in that time).