Why ‘Amazon Stores’ Is the Digital Equivalent of a Shelf in the Back of the Store

Microsites offer perks, but will shoppers find them?

While Amazon Stores give brands more control over product displays and video content on Amazon, the visibility of these pages remains a challenge. Getty Images

While Amazon Go—a sans-checkout shopping experience in Seattle, Wash.—has already been making waves, Amazon Stores has been flying under the radar. The free self-service offering from Amazon Marketing Services allows brands to create pages at Amazon.com/brandname and, theoretically, own more of a branded experience on Amazon—if shoppers can find them.

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@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.