Design Guide: Store Listing
Your store listing could be the first thing customers see before deciding to use your add-on. It can build excitement and set expectations. Use the guidance in this section to maximize the chance a customer will discover and launch your add-on.
Category
You'll need to choose a category your add-on will appear under in the Alexa+ store. You can only choose one. If you're not sure which is right for your add-on, consider how a customer would describe what your add-on does.
Icon
Your square app icon is the most prominent visual element in browse and search results. It must render clearly at small sizes. See Brand expression for required icon formats and specifications.
Add-on name
Your add-on name is also your invocation name: the phrase customers can say to reach your CX. Keep it short, easy to pronounce, and distinct. Avoid generic terms that conflict with natural language or Alexa system commands.
Tagline
This is the only copy visible in the store's browsing views before a customer reaches your add-on description page. Write it as an action the customer can take: 6 to 8 words, specific to your primary use cases.
Do: "Find and reserve local restaurants"
Don't: "A restaurant discovery platform"
Short description
Visible immediately on your detail page, before scrolling, these two to three sentences describe the primary task in conversational language: What would a customer say to Alexa to get started?
Example: "Order with ease from nearby restaurants and get your meal delivered. Browse menus, customize items, and check out in one conversation on your Echo Show (8 or larger)."
Sample utterances
These are the phrases customers can literally say to Alexa. Every listed utterance must work reliably when spoken. Cover the range of what your add-on can do, such as:
- An entry-level or open-ended request ("Order food")
- A specific, intent-driven request ("Find Thai food for delivery")
- A follow-up or status query ("Where's my food?")
Full description
Open with a conversational hook that includes example phrases. Include key features and a bulleted list for scannability.
Disclose clearly any requirements to account link ("You'll need an active [Service] account linked to your Alexa account"), or any device restrictions ("Requires Echo Show 8 or larger"), if applicable. Use plain consumer language. See also Metadata Accuracy.
Related topics
| Go back to: Testing Your Add-on CX | Next: Glossary |
Last updated: Jul 21, 2026
