What Stores is

Stores is described by Amazon as a free, self-service branded destination on Amazon where advertisers can curate content. The content is intended to inspire and educate customers and to help them discover the brand's product selection. On the Belgian seller site it appears in the listing guide as one of the tools for brand owners, and in the advertising section alongside the sponsored ads solutions.

  • Free, self-service tool
  • Branded destination on Amazon
  • Curated content that inspires and educates customers
  • Helps customers discover a brand's product range

Sources: Listing Guide - Learn to List Your Products on Amazon BE, Leer Hoe U Uw Producten op Amazon BE Verkopen Kunt Vermelden, Amazon Advertising: Increase your visibility and sales in Belgium, Advertenties Amazon: Vergroot uw zichtbaarheid en verkoop meer op Amazon BE

Requirements

Amazon lists the eligibility conditions for its advertising solutions on the Belgian advertising page. An active Professional selling partner account is required, and for both Sponsored Brands and Stores the account must be enrolled in the Amazon Brand Registry. Sponsored Products instead requires eligibility for the Featured Offer.

  • An active Professional selling partner account
  • Enrolment in the Amazon Brand Registry for Sponsored Brands and Stores
  • Professional selling plan priced at €39 (excl. VAT) per month plus selling fees

Sources: Amazon Advertising: Increase your visibility and sales in Belgium, Advertenties Amazon: Vergroot uw zichtbaarheid en verkoop meer op Amazon BE

Setting up a Store

The listing guide on the Belgian seller site points readers to guidance on how to create a store, together with a step-by-step video explaining the process. Brand Registry enrolment is presented as the first step of the listing journey for brand owners, as it also gives more control over Amazon product pages that use the brand name.

  • Guidance page on how to create a store
  • Step-by-step video walkthrough
  • Brand Registry enrolment covered as step one of the listing guide

Sources: Listing Guide - Learn to List Your Products on Amazon BE, Leer Hoe U Uw Producten op Amazon BE Verkopen Kunt Vermelden

Related brand-owner tools

Stores is grouped with several other tools Amazon offers to registered brand owners. Enhanced Brand Content, also called A+ Content, lets brands describe product features through a brand story, enhanced images and text placements. Sponsored Brands helps customers discover and engage with a brand through prominent, customisable cost-per-click ads, while Amazon Brand Analytics provides insights on customer experience, conversion and traffic. Brand Registry also unlocks protection features such as global search, image search, bulk ASIN search and Project Zero.

  • Enhanced Brand Content / A+ Content
  • Sponsored Brands
  • Sponsored Products and Sponsored Display
  • Amazon Brand Analytics
  • Automated Brand Protection and Project Zero

Sources: Listing Guide - Learn to List Your Products on Amazon BE, Leer Hoe U Uw Producten op Amazon BE Verkopen Kunt Vermelden, Advertenties Amazon: Vergroot uw zichtbaarheid en verkoop meer op Amazon BE, Amazon Project Zero: Protecting brands against counterfeiting

Stores and Amazon EU expansion stores

The word "store" is also used on the Belgian seller site to mean an Amazon marketplace. Amazon's EU Expansion stores are named as the Netherlands, Poland, Belgium, Sweden and Ireland, and sellers are offered support to expand across them. In the European Expansion Accelerator, sellers choose the stores to expand to and a source store is selected from the European store in which they hold the most offers.

  • EU Expansion stores: Netherlands, Poland, Belgium, Sweden, Ireland
  • Fulfilment options include Pan-European FBA, Remote Fulfilment and Amazon Easy Ship
  • European Expansion Accelerator accessed through Seller Central

Sources: Amazon Expansion Stores BE | Grow Your Business Across the EU, Expand across Europe with Amazon European Expansion Accelerator, Breid uit in Europa: Amazon Europese Uitbreidingsaccelerator

amazon stores merkpagina maken what is stores how do i apply for stores how much does stores cost how does stores work what are the requirements for stores

Sources

  1. Amazon Expansion Stores BE | Grow Your Business Across the EU https://sell.amazon.com.be/en/developpez-boutiques-expansion-amazon-ue Verified 16 Sep 2026
  2. Arduino Uses Project Zero to Combat Counterfeits https://sell.amazon.com.be/en/brand-registry/arduino Verified 16 Sep 2026
  3. Food Huggers Protects IP with Amazon's Project Zero https://sell.amazon.com.be/en/brand-registry/food-huggers Verified 16 Sep 2026
  4. Food Huggers beschermt merken met Project Zero https://sell.amazon.com.be/nl/brand-registry/food-huggers Verified 16 Sep 2026
  5. 360° Brand Protection Against Counterfeiters on Amazon https://sell.amazon.com.be/en/brand-registry/weber Verified 16 Sep 2026
  6. Amazon Project Zero: Protecting brands against counterfeiting https://sell.amazon.com.be/en/brand-registry/project-zero Verified 16 Sep 2026
  7. Expand across Europe with Amazon European Expansion Accelerator https://sell.amazon.com.be/en/etendre-a-travers-l-europe Verified 16 Sep 2026
  8. Breid uit in Europa: Amazon Europese Uitbreidingsaccelerator https://sell.amazon.com.be/nl/etendre-a-travers-l-europe Verified 16 Sep 2026
  9. Listing Guide - Learn to List Your Products on Amazon BE https://sell.amazon.com.be/en/offres-guide Verified 16 Sep 2026
  10. Leer Hoe U Uw Producten op Amazon BE Verkopen Kunt Vermelden https://sell.amazon.com.be/nl/offres-guide Verified 16 Sep 2026
  11. Amazon Advertising: Increase your visibility and sales in Belgium https://sell.amazon.com.be/en/advertising Verified 16 Sep 2026
  12. Advertenties Amazon: Vergroot uw zichtbaarheid en verkoop meer op Amazon BE https://sell.amazon.com.be/nl/advertising Verified 16 Sep 2026

Last verified 16 Sep 2026. This entry is compiled from the public web pages listed above. Nothing here is stated that those pages do not, and each of them was read on the date shown.