Secrets of Amazon’s Top Beauty Brand Stores Revealed (2026 Edition)

Once registered, brands can access the Store Builder—a user-friendly tool that allows you to create a custom storefront in just a few clicks. The Store Builder offers a variety of templates and design modules, making it easy to organize your product catalog, highlight featured products, and tell your brand story.

To maximize the impact of your Amazon store, take advantage of Amazon’s advertising solutions like Sponsored Brands, which can drive targeted traffic directly to your storefront.

With access to Amazon store insights, brands can monitor performance, understand customer behavior, and make data-driven decisions to improve sales and engagement.

Whether you’re launching your first store or optimizing an existing one, the process is designed to help brands create a compelling and effective presence on Amazon.

Those scores map to five performance tiers:

• Outstanding — 240 to 300


• Distinguished — 200 to 239


• Professional — 180 to 199


• Aspiring — 120 to 179


• Basic — 0 to 119

IRON built the first-ever Brand Store on Amazon. Our client roster includes adidas, Fitbit, Hydro Flask, Levi’s, OXO, and Ray-Ban, among others. The scoring framework reflects everything we have learned about what actually drives performance on the platform since those early days.

Every evaluation focuses heavily on the home page, which consistently attracts the highest traffic, clicks, and attributed sales of any page in the store.

On the home page, we also assess the effectiveness of imagery in reinforcing brand messaging and guiding customer actions. We also evaluate a representative sample of subpages and pay close attention to mobile, where the majority of Amazon shoppers now browse and buy.

The most common is treating the homepage as the entire store. Many brands invest heavily in a well-designed homepage and let subpages go largely unbuilt. Shoppers who click through from a Sponsored Brands ad often land on a subpage, not the homepage. If that page is sparse or generic, the conversion opportunity is gone regardless of how strong the homepage looks.

A close second is poor mobile execution. Full-width desktop banners that crop badly on smaller screens, text that becomes illegible at mobile size, navigation that does not translate well to touch — these are fixable problems that consistently appear in stores designed for desktop and adapted for mobile as an afterthought.

Third is the underutilization of Amazon’s native merchandising modules. Best-sellers tiles, recommended product grids, and product collection modules are some of the highest-converting elements available in the Store Builder. Many brands simply do not use them, defaulting to custom image tiles that look good but lack the same algorithmic and behavioral weight.

Finally, there is the analytics gap. Amazon Stores Insights provides traffic, page view, and conversion data. Robust brand store reporting is critical for campaign analytics, enabling brands to test, learn, and refine their strategies. Use Brand Store Insights to track sales, visits, page views, traffic sources, and more to help better understand how to best serve shoppers. Brands that do not use it are optimizing in the dark. Insights from store performance should inform ad creative. Ad performance should inform store updates. Without that feedback loop, both the store and the campaigns underperform.

If the ad creative is strong but the store it drives traffic to is weak, you are paying for clicks that do not convert. Strong alignment means the store landing experience immediately reinforces the ad message. If your campaign promotes a skincare line, the store should lead with that line. Misalignment creates friction at exactly the wrong moment.

The same logic applies further up the funnel. Amazon DSP drives upper-funnel awareness across Amazon-owned and third-party inventory. If your video ad tells a brand story, your store should extend that narrative. If your display ad highlights a product benefit, your store should provide the proof. Custom advertising executions — takeovers, sponsorships, interactive formats — offer premium visibility that a generic store actively undermines.

The brands that perform best on Amazon treat the store and their Amazon advertising strategy as two sides of the same coin. The advertising brings shoppers in. The store converts them. Our Amazon storefront design services are built around exactly this relationship — design expertise informed by a clear understanding of how the store fits into the broader Amazon customer journey.

A well-designed storefront not only increases customer engagement but also builds brand equity by presenting a consistent and professional image across the Amazon marketplace. With the majority of Amazon shoppers now browsing on mobile devices, optimizing your storefront for mobile shoppers is critical to reaching your target audience and maximizing sales.

By leveraging Amazon’s marketing strategy tools and advertising services, brands can drive more traffic to their storefront, connect with new and loyal customers, and create a seamless path to purchase. Ultimately, a strong Amazon storefront helps brands stand out, foster trust, and turn browsers into buyers.

Thirteen of the 25 brands on this year’s scoreboard are new entrants. That level of turnover tells us how quickly the competitive landscape is shifting. Brands that held strong positions previously have been displaced by newer entrants executing with more discipline and more investment in their Amazon presence.

The full report is available to download at no cost. If you manage Amazon strategy for a beauty brand — or advise brands that do — the benchmark provides a concrete reference point for evaluating your own store and identifying the highest-impact improvements.

Download the Navigating Beauty white paper here.