An Amazon Storefront is a customisable, branded page within Amazon that works like a mini website for your business. Rather than competing for attention on generic search results pages, your store gives shoppers a dedicated space to browse your full product range, learn about your brand, and buy directly from you without encountering competitor listings or ads.
Setting one up is free for eligible sellers. The process takes some preparation, but once live it becomes one of the most powerful branding tools available on the platform. Here is how to do it from start to finish.
What You Need Before You Start
Amazon places clear eligibility requirements on who can create a Storefront. You cannot skip any of these steps.
A registered trademark. Your brand must have a registered or pending trademark. Amazon accepts text-based marks and image-based marks with words, letters, or numbers. You need the trademark registration number from the issuing authority in the countries where you plan to sell.
A Professional Seller account. Individual seller accounts do not qualify. A Professional account costs $39.99 per month and unlocks the advanced selling tools required for a Storefront, including access to Seller Central's brand features.
Amazon Brand Registry enrolment. This is the gateway to the Storefront feature. Brand Registry protects your intellectual property on Amazon and provides access to enhanced branding tools including A+ Content, Sponsored Brands advertising, and the Stores builder.
Brand assets ready to use. Before you start building, prepare your brand logo at a minimum of 400 by 400 pixels, a hero image at 3,000 by 600 pixels for your homepage banner, product photography, and any lifestyle images that reflect your brand identity.
Step 1: Register for Amazon Brand Registry
Go to brandservices.amazon.com and sign in with your Seller Central credentials. Click Get Started and complete the brand registration form.
You will be asked to provide your brand name exactly as it appears on your trademark, your trademark registration number, the issuing trademark office, the product categories your brand operates in, and the countries where your products are sold. Upload images of your brand's logo, product packaging, and any supporting documentation that confirms your ownership of the brand.
Amazon reviews applications and typically responds within a few days. Once approved, you gain access to the full suite of brand tools inside Seller Central, including the Stores builder.
Step 2: Open the Amazon Stores Builder
Log in to Seller Central at sellercentral.amazon.com. In the top navigation menu, hover over Stores and click Manage Stores. Click the Create Store button next to your registered brand name.
The Stores builder opens. Enter your brand's display name and upload your brand logo. The display name appears across your storefront and in search results, so use the name customers recognise.
Step 3: Choose a Homepage Template
Amazon provides several pre-built homepage templates to choose from. The templates differ in how they arrange content tiles, product grids, and banners. You do not need any coding or design experience to use them.
Browse the available templates and select the one that best suits the number of products you plan to feature and the visual style you want to present. Each template is fully customisable after selection, so the initial choice is a starting point rather than a permanent commitment.
Step 4: Build Your Homepage
Your homepage is what every visitor sees first. It sets the tone for your entire brand presence on Amazon.
Add a Hero Image or Video
The hero section sits at the top of your storefront and creates the first visual impression. Upload a high-quality banner image at 3,000 by 600 pixels that reflects your brand. This could be a lifestyle photograph, a product shot against a branded background, or a custom graphic. Keep text minimal and ensure the image looks clear on both desktop and mobile.
If you have a short brand video, uploading it as your hero element typically produces higher engagement than a static image.
Add Content Tiles
Below the hero, you build out the page using tiles. Each tile can contain a product image, a lifestyle photograph, a text block, a shoppable image that links directly to a product, or a video. Click any tile to edit it and add your own content.
Aim for a balance between brand storytelling and product visibility. A homepage that reads like a brand magazine page rather than a product catalogue performs better at turning browsers into buyers.
Add a Tagline and Meta Description
In the homepage settings, add a short tagline that summarises your brand or its core value proposition. In the meta description field, write two to three sentences describing your brand and products using language your customers would search for. Amazon and Google both index storefront pages, so these fields contribute to how discoverable your store is.
Step 5: Add Additional Pages
If you sell multiple product categories, adding separate pages for each one makes the shopping experience more intuitive. A customer looking for your skincare range should not have to scroll past your supplements to find it.
Click Add Page in the left panel of the Stores builder. Give the page a descriptive name that reflects the category, such as Face Care, Protein Powders, or Outdoor Accessories. Build each additional page using the same tile-based editor as the homepage.
Each page can have its own sub-navigation menu entry so customers can jump between categories directly from your storefront's header.
If you sell a small number of products, a single well-designed page often performs better than several sparsely populated pages. Only add pages when you have enough products and content to fill them meaningfully.
Step 6: Add Your Products
Each product tile you add to the storefront should be linked to a live product listing in your Amazon catalogue. In the tile editor, click the product search field and enter the ASIN or product name. Amazon pulls in the product details and makes the tile shoppable so customers can add directly to their cart from your storefront.
Feature your best-selling products prominently on the homepage and use additional pages to organise the full range. Lead with products that have strong reviews and compelling photography, as these are the products most likely to convert a first-time visitor.
Step 7: Submit for Review
When your homepage and any additional pages are ready, click the Submit for Review button in the Stores builder. Amazon reviews your storefront to confirm it meets its content guidelines, image quality standards, and policy requirements.
The review process typically takes 72 hours. Amazon will notify you by email whether the storefront is approved or if any changes are required. Most common reasons for rejection are images that are too small, text that violates Amazon's guidelines, or links that do not lead to valid product listings.
Once approved, your storefront goes live and receives its own unique URL in the format amazon.com/stores/YourBrandName.
How to Drive Traffic to Your Storefront
A storefront without traffic does not generate sales. Several channels bring shoppers directly to your store.
Sponsored Brands ads are the most direct route. These banner ads appear at the top of Amazon search results and can link directly to your storefront rather than a single product listing. Customers who click land inside your branded environment where competitor ads are absent.
Your product listing pages each include a link to your storefront beside your brand name. Every shopper who views any of your products has a visible path to explore your full range.
External traffic through social media, email newsletters, influencer posts, and your own website can all link to your storefront URL. Amazon tracks separately sourced traffic in your Store Insights dashboard and rewards consistent external traffic with improved organic visibility.
Monitoring Performance
The Store Insights dashboard inside Seller Central shows daily and cumulative data on store visits, page views, unique visitors, and sales attributed to your storefront. Review this data regularly to identify which pages and products attract the most engagement and which may need stronger visuals or better product selection.
Update your storefront seasonally with new imagery, featured products relevant to current shopping events, and promotions you are running. Storefronts that are regularly updated perform better in Amazon's internal recommendations and in search.
Frequently Asked Questions
How much does it cost to create an Amazon Storefront?
The Storefront itself is free to create and maintain. The ongoing cost is the Professional Seller account at $39.99 per month. There is no additional charge from Amazon specifically for using the Stores feature. Any advertising you run to drive traffic to the storefront is charged separately based on your ad spend.
How long does Amazon take to approve a storefront?
Amazon typically reviews and approves storefronts within 72 hours of submission. Complex submissions with multiple pages may occasionally take slightly longer. You receive an email notification either confirming approval or requesting specific changes.
Can I update my storefront after it goes live?
Yes. You can update your storefront at any time through the Stores builder in Seller Central. Changes to existing content go through a review process before going live, but the review for updates is typically faster than the initial launch review.
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