Marketing on Amazon
Brand Store or product page? How to drive traffic from Amazon Ads more effectively
29 Jun 2026
Last updated: 29.06.2026
In Amazon Ads campaigns, a lot of attention is paid to budgets, bids, creatives and targeting. These are important elements, but the campaign result is also often determined by where the user winds up after clicking on the ad.
A landing page is not just the technical conclusion of a campaign. It is the place where the customer makes their next decision: they buy, compare the offer, look for another variant, or leave without purchasing. Therefore, the choice between a product page and a Brand Store should stem from user intent, campaign type and the stage of the purchase journey.
According to Amazon data: Sponsored Brands Video campaigns directing to a Brand Store had a 23% higher average conversion rate than campaigns directing to product detail pages. (Source: Amazon Internal, 2024)
This is a strong argument for testing the Brand Store as a landing page, especially with video ads. However, it does not mean that the brand store will always be better than the product page. Both solutions have different tasks and should be used consciously.
Table of contents:
Differences between PDP and Brand Store
Why is it worth developing a Brand Store immediately after launch?
From interest to choice
When to choose a product page?
How to increase traffic to the Brand Store?
How to optimize the Brand Store for sales?
Summary
FAQ - Brand Store vs product page on Amazon
This article is a 6-minute read.
Differences between PDP and Brand Store
PDP, or product detail page, is designed to close a specific purchase decision. The customer lands on a single product, sees photos, price, variants, reviews, key information and the purchase button. This is a short, direct path that works best when the user already knows what they are looking for.
Brand Store serves a broader function. It is a brand space where the customer can see more than one product: browse between categories, check bestsellers, compare variants, learn about new arrivals and better understand the offer. It doesn't instantly confine them to a single choice, but helps them find the product best suited to their needs.
A product page works best when someone already knows what they want = a quick purchase.
A brand store works better when someone is just browsing = choosing and comparing.
This is important because not every click on an ad means readiness to purchase. Sometimes the user is already close to the basket, but very often they are just responding to a stimulus: an interesting creative, a problem shown in the ad, an attractive product variant or the promise of a better solution.
In practice, a PDP shortens the path to purchase but guides the customer to a single product. A Brand Store provides broader context and greater flexibility. If the first product does not suit the customer, they can still find another variant within the same brand.
Why is it worth developing a Brand Store immediately after launch?
A Brand Store should not be treated merely as an aesthetic showcase for the brand. According to Amazon data, customers who visit a Brand Store during their purchase journey buy 53.9% more often than those who do not. They also have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price and a 71.3% higher average order value. (Source: Amazon Ads, Brand Stores, Amazon internal data, August 2024)
This data demonstrates that a Brand Store can affect not only conversion itself, but also the quality of the basket. A customer who sees a wider range of products has a better chance of choosing the right variant, upgrading to a higher-end solution or adding more than one product to their basket.
However, this does not mean that simply launching a store will automatically improve results. A Brand Store must be up-to-date, logically structured, and well-integrated with traffic from ads, PDPs and the brand's own channels.
After launching, it is worth checking four elements in particular:
Whether ASINs are correctly linked to the Brand Store via the brand byline.
Whether the long automatic URL has been replaced with a shorter, more convenient address.
Whether the team regularly analyses Brand Store Insights.
Whether store quality and items requiring improvement are being monitored.
The brand byline is the link next to the brand name visible on the product page. If it works correctly, it can guide customers from the PDP to the Brand Store and increase organic traffic to the brand's shop. If ASINs are not linking properly, Amazon recommends contacting Vendor Central or Seller Central support, providing the link to the Brand Store, sample ASINs and a brief description of the issue.
It is also worth taking care of a short URL. After launching a Brand Store, Amazon automatically generates a long address, but you can submit a request to support to shorten it. Such a link is easier to use in social media, on websites, in newsletters or promotional materials.
The third element is Brand Store Insights. This dashboard allows you to check, among other things, the number of visits, sales in chosen date ranges, page views, traffic sources and the performance of individual subpages. With this data, the brand store can be optimised based on user behaviour rather than solely on aesthetic assumptions.
Get professional help: Contact the Go2Market team
From interest to choice
A video ad does not always work like a simple
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