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You’ve probably already considered selling on Amazon but its way easier than you think.
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Amazon isn’t just a marketplace, but an ecosystem built to help brands scale. From powerful fulfillment options to advanced advertising tools, Amazon continues to invest heavily in features that give businesses a real shot at long-term growth in the competitive U.S. market.
One advertising feature available to brand-registered sellers is Amazon Storefront.
Think of the Amazon Storefront as your own mini-website inside Amazon. It’s a customizable, multi-page brand page where you can showcase your products, tell your story, and create a curated shopping experience.
With the Amazon storefront, you can stand out from millions of sellers and increase sales on Amazon, without competing for attention on a crowded product detail page.
At ePlaybooks, we help our clients build immersive Amazon stores that showcase entire product catalogs, strengthen brand identity, and increase customer engagement and trust.
In this article, we’ll break down everything you need to know about Amazon Storefronts and walk you through how to create one that actually drives sales in the Amazon U.S. marketplace.
Launched in 2017, the Amazon storefront is an advertising feature that allows sellers to showcase their products and brand in an exclusive location, free from competitors.
With Amazon stores, you get your own unique and trackable URL. This self-service solution enables you to create several Amazon brand pages in your store thanks to its predesigned templates. You can add your own images, videos, and product descriptions.
With this feature, you can give your customers a unique shopping experience, increase conversion rates, and grow revenue with Amazon.
Here are some major features of the Amazon storefront:
Here are a few reasons to take advantage of the Amazon storefront:
Setting up an Amazon store is quite easy. It has pre-created templates, which means you don't need coding or programming experience to create your store. Using the drag-and-drop tiles, you can easily add images, texts, and videos to promote your brand.
One of the biggest benefits of the Amazon storefront is freedom from competitor ads. On the Amazon search results page, many ads can create lots of distractions. With the Amazon storefront, customers will only see your store through your Sponsored Ads.
With the Amazon storefront, you get your own custom URL, which you can share on other platforms like social media. With this URL, customers can browse through your product portfolio instead of individually searching for them.
You can improve your brand image using features on the Amazon storefront. You have the liberty to creatively market your brand using images, infographics, and videos.
With Amazon stores, you can funnel customers away from the competition. Through Sponsored Ads, you can drive customers straight to your store. You can also drive traffic from external sources like social media and emails.
The Amazon storefront advertising feature is open to sellers, vendors, and agencies registered under the Amazon Brand Registry. Businesses registered under the Amazon Brand Registry must have a registered trademark.
Once Amazon approves your Brand Registry application, you will have access to the Amazon storefront feature. You also gain access to A+ Content, Sponsored Brands ads, Brand Analytics, and Brand protection tools.
You generally cannot create a Storefront if you are a reseller selling other companies’ brands, a retail arbitrage seller, a wholesale seller without brand ownership, or a seller without an approved trademark.
As long as you are registered under the Amazon Brand Registry, you get access to the Amazon storefront. Setting up your Amazon storefront is completely free.
As an Amazon seller, you may be looking for ideas to set up your own Amazon storefront. Here's how you can find someone’s Amazon storefront:
Are you registered on the Amazon Brand Registry? Ready to build your store? Here's a simple step-by-step process on how to set up an Amazon storefront:
Step 1: Go to your Amazon seller central account and to the “Stores” tab. Click on “Manage Stores”
Step 2: Next, you will need to provide information on the following:
Step 3: Now it's time to create your homepage. Your homepage will be the first thing your customers see when they come to your Amazon store. You can choose from the existing templates for your Amazon store. You can select one of the following template options:
You can preview any of the options to find out which works best for you. When you choose your template, click on “Create Page”.
Step 4: Next, design multiple brand pages within your store using the navigation bar on your homepage. With the navigation bar, you can create different pages for your store. Ensure your pages are designed to make your customer's shopping experience seamless.
Step 5: Next, add content tiles to every page created. You can customize each tile with text, images, and videos. This makes it easy for shoppers to browse within your store to see what products you offer.
Step 6: Next, add your products to your store. Click on the “product” tag when clicking on the tile and search for a product using a keyword or ASIN. When you choose a product, it will appear on the selected tile with the image and price.
Step 7: After creating your Amazon storefront, the last step is to publish it. Simply click on “Submit for Publishing” from the navigation bar. You can preview your store to ensure everything is as you want it. Check for grammatical and spelling errors, branding, product images, content tiles, navigation, etc.
Once submitted, Amazon will review your store within 24 hours. Once approved, your store will be available for customers to see.
Here are a few examples of Amazon storefronts for your inspiration:
Amazon store insights include metrics related to your store. These metrics include:
Now you've created the most beautiful store. How do you make the most of it? Here are a few tips on how to increase sales using your Amazon storefront:
There's no reason you shouldn't be taking advantage of the Amazon storefront if you're registered under the Amazon Brand Registry.
With Amazon stores, you can increase brand visibility, showcase a wide range of products, and provide customers with a unique shopping experience.
We hope this article helps you get started. If you have more questions on how to build an Amazon store unique to your business, you can reach out to us on ePlaybooks.
Yes — Amazon Storefronts are only available to brand owners enrolled in Brand Registry with a registered trademark. This means individual seller accounts are not eligible. You'll need to upgrade to a Professional Seller account ($39.99/month) and complete Brand Registry enrollment before the Store Builder option even appears in your Seller Central dashboard. Once enrolled, you also unlock additional brand tools like A+ Content and enhanced advertising options — all of which complement your storefront. For US sellers who need help navigating Brand Registry setup and account configuration, ePlaybooks' Amazon Account Management service covers this end to end.
Amazon typically reviews new storefront submissions within one to two business days, though it can take up to a week during peak seasons. To avoid delays, make sure your storefront meets Amazon's content guidelines before hitting submit — common rejection reasons include low-resolution logos, missing meta descriptions, or non-compliant imagery. Once approved, your store goes live automatically and a branded URL is assigned to your account. If you run into approval issues or Seller Central errors during setup, ePlaybooks' guide on Amazon Seller Central common problems covers the most frequent roadblocks and how to resolve them quickly.
Building your storefront is only half the work — getting traffic to it is where most US sellers fall short. Your storefront can serve as a landing page for Sponsored Brand Ads, and you can also drive external traffic from Google, YouTube, and social media directly to your store homepage. Inside Amazon, linking your PPC campaigns to your storefront rather than individual product pages improves brand discoverability and average order value. Outside Amazon, your storefront's custom URL makes it easy to promote across email, influencer campaigns, and paid social. For a deeper look at how to design your store for maximum conversion, ePlaybooks' guide on how to design Amazon storefronts walks through the key optimisation strategies in detail.
You’ve probably already considered selling on Amazon but its way easier than you think.
Call Us Now