Most successful Brand Stores use 3-5 pages - a compelling homepage, category pages for product collections, and possibly a brand story page. Overly complex stores with too many subpages can reduce engagement. Focus on intuitive navigation that guides shoppers to purchase in 3 clicks or fewer. The complexity should match your catalog size and category sophistication.

Hero banners should be 3000×600px, product tiles work best at 1500×1500px (square format), and lifestyle images at 1500×900px. All images should be high-resolution (minimum 72 dpi), use sRGB color profile, and be under 5MB. Unlike listing images, Brand Store images can include text overlays, graphics, and lifestyle backgrounds without restriction.

Refresh your Brand Store quarterly at minimum, with complete seasonal updates for major shopping periods (Prime Day, Black Friday, holiday season). Stores should also be updated when launching new products, changing brand messaging, or responding to significant market changes. Static, outdated stores typically see declining engagement over time.

Use Amazon's built-in Store Insights to track metrics like store visits, page views, sales, and traffic sources. The most important KPIs are sales per visitor (conversion rate), average order value from store traffic versus direct listing traffic (typically 15-30% higher), and external traffic conversion rates when using Amazon Attribution tags to drive outside traffic to your store.