Key takeaways:

1. An Amazon storefront is a mini-website that allows businesses and brands, no matter the size, to showcase their products and tell their brand story all in one place.
2. Brands must be eligible for the Amazon Brand Registry program to create an Amazon store. However, sellers on Vendor Central do not need to be registered to open an Amazon store.
3. With an Amazon storefront, you can customize and design your store to match your brand aesthetics. You can even drive traffic to your store from outside of Amazon with a unique URL. 
4. A well-designed storefront raises your conversion rate. Successful stores share the same traits: visual appeal, clear branding, simple navigation and a mobile-friendly layout.
5. To promote your store and increase traffic, combine Amazon advertising with social media and email.

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Are you looking to establish a strong presence on Amazon and take your business to the next level? An Amazon Storefront could be exactly what you're looking for. 

Selling on Amazon is profitable, but it's also brutally competitive. The question every serious Amazon seller faces: how do you stand out among millions of competing listings and drive consistent sales?

Amazon continues to add tools that help brands grow. One of the most effective is the Amazon Storefront, also called an Amazon Store or Brand Store (all three terms refer to the same feature). It's a custom, multi-page brand destination inside Amazon that lets brand-registered sellers showcase their full product catalog free of competitor ads, with a unique URL you can drive traffic to from outside Amazon as well.

The store gives brand-registered sellers and vendors a way to build a branded shopping experience that goes well beyond a standard product listing.

In this article, you'll learn:

• what an Amazon Storefront is
• features available on the Amazon Storefront
• benefits of the Amazon Storefront
• how to create an Amazon Storefront
• how to find another brand's storefront on Amazon
• tips for a high-converting Amazon Storefront
• how to promote your Amazon Storefront
• current best Amazon Storefront examples

What is an Amazon Storefront?

An Amazon Storefront is a free, self-managed mini-website available to brand-registered sellers on Amazon. It lets you showcase products in a single branded location using custom content, photography, graphic design, and logos. You can feature your best products and curated collections to improve the shopping experience, build brand loyalty, and increase sales, all at no cost to build.

Your storefront also has a direct effect on your conversion rate, which matters for two reasons. A higher conversion rate means more sales at better margins, and it lifts your search rankings, which puts your products in front of more shoppers. When customers land on your storefront, one of two things happens: they buy, or they leave. Every design choice should push them toward the first.

The best part is that you are building on Amazon's huge customer base. Customers can browse your store the way they would browse your own website or a physical shop, and see your best products, latest releases and promotions in one place.

Amazon storefront requirements

What do you need to set up an Amazon Storefront?

• Professional Seller Account: You need a professional seller account, not an individual one.
• Amazon Brand Registry enrollment: You must be enrolled in Amazon Brand Registry, which itself requires an active registered trademark (or a pending application from a supported IP office, such as the USPTO for the US marketplace). Brand Registry also protects your brand from listing hijackers and unlocks A+ Content and enhanced advertising features.
• Amazon Ads account: The store builder sits inside Amazon Ads, so you need an Ads account to open it.
• Listed products: Only products already listed on Amazon can be added to your store. List any new products first.

To apply to Brand Registry, you first need a valid trademark for your brand. With the trademark in hand, submit your brand details through Amazon Brand Registry. Once your application is approved, you can create your Amazon storefront at no cost.

Features on the Amazon storefront

Tools that help brands showcase products and increase visibility:

Product management

Manage your products in bulk instead of one at a time. Upload and organize photos, hide out-of-stock items, and keep your page optimized for a clean shopping experience.

Shoppable images

Feature lifestyle images customers can click directly to see product details, price, and ratings, then add to cart without leaving the image.

Text on images

Add descriptive text overlays to images so customers understand the product at a glance.

Video headers and background video

Short, high-resolution video loops (Amazon recommends keeping these brief and effective without sound) at the top of your store orient shoppers to your brand instantly and are one of the highest-impact additions to a modern storefront.

Recommended Products and Featured Deals tiles

Amazon can automatically surface products from your catalog based on shopper history, and separately surface anything currently running a promotion, with no manual updating required as deals start and end.

Benefits of using an Amazon Storefront

It increases brand awareness

Customers see all your products in one place and get the full brand story, building trust and awareness that a single product listing can't deliver.

No competitor distractions

Unlike sponsored ad placements on search results pages, your Storefront shows only your brand.

You can get creative with your store

The drag-and-drop Store Builder lets you design without any graphic design background. Add infographics, video, and imagery to define your brand's look and feel.

You can drive traffic directly to your store

Use Sponsored Brands or Sponsored Display ads to send traffic straight to your store, or promote your store's unique URL through social media, email, and influencer campaigns to build a funnel outside the competition entirely.

You can include multiple pages and categories

Brands with several product lines can build subpages, for example, separate pages for shirts, dresses, and accessories within a clothing brand.

You can use it for product launches

Your store is the natural home for new releases. Give a launch its own page or a spot at the top of your homepage, and send your launch ads and emails straight to it.

You get store insights

Store Insights shows you traffic, page views, and whether your store is converting, so you can optimize based on real data rather than guesswork. Amazon's own data shows that shoppers who visit a Brand Store purchase 53.9% more frequently, have a 52.1% higher add-to-cart rate and a 71.3% higher average order value than shoppers who don't (Amazon internal data, 2024).

How to create an Amazon storefront

You must be Brand Registry-enrolled first. Once qualified, here's the process:

1. Log into Seller Central, go to Stores, then Manage Stores (or access Store Builder through Amazon Advertising).
2. Choose a template you can customize.
3. Select the right categories and structure so customers can navigate easily.
4. Fill in your template with content tiles: images, video, and text.
5. Add individual products to their categories.
6. Submit for review. Amazon says review usually takes under 24 hours, though it can take longer during busy periods. Make sure your logo resolution and imagery meet Amazon's content guidelines before submitting to avoid delays.

Here is each step in more detail.

Step 1: Fill in your store settings

In Stores, then Manage Stores, enter your brand display name (it appears in your store URL and navigation bar) and upload your logo. Amazon asks for a logo of at least 400 x 400 pixels. Write a meta description too. It tells search engines and shoppers what your store is about, so make it catchy and use the words your customers search for.

Step 2: Pick a homepage template

Choose one of Amazon's pre-designed page templates or start from a blank page. Try a few and pick the one that best fits your brand and the size of your catalog. A brand with a wide range of products needs room for categories; a brand with a few hero products can lead with them.

Step 3: Build your store pages

Create your catalog categories, best-seller sections and navigation. Set pages up so shoppers can move around easily and always know where they are.

Step 4: Add content tiles

Content tiles are the images, videos, galleries, product grids, titles and navigation elements customers interact with on each page.

Step 5: Upload your products

Add the products shoppers can buy from each page. You can search for them by keyword or by ASIN (Amazon Standard Identification Number), and you can add your whole catalog.

Step 6: Preview and publish

Use Preview to check how your store looks on mobile and desktop. Look for spelling and grammar mistakes, branding inconsistencies, weak product images, and navigation that doesn't work. Then submit it for Amazon to review. You can also schedule a go-live date, for example to line up with a launch.

Store insights

Amazon store insights is a program that gives brands access to view their store performances and understand how customers interact with their store. 

Store Insights gives you visibility into how your storefront is performing:

• Daily visitors: total unique visitors to your store per day
• Views: total page views, including repeat views
• Views per visitor: average pages viewed per visitor
• Sales: estimated total sales attributed to store visitors
• Units sold: total units sold from store traffic
• Traffic sources: breakdown by organic Amazon search, Sponsored Brands, Sponsored Display, and other sources
• Custom tagged sources: create your own tags to measure external traffic sources like a specific influencer campaign or email send

How to find someone's storefront on Amazon

To find a brand's store on Amazon, simply follow these few steps: 

• Visit amazon.com and open any of the brand's product pages
• Click the "Visit the [Brand] Store" link under the product title
• The brand's storefront opens under their brand name

Tips for a high-converting Amazon storefront

Tell your brand story

Explain who you are and what sets you apart. This builds trust before the shopper ever adds something to cart.

Address customer pain points

Guide shoppers toward solutions by speaking directly to the problems they're trying to solve.

Use quality images and video

High-resolution visuals are the biggest driver of engagement on a storefront, so don't skimp here.

Think of your storefront the way you would a physical store. Shoppers walk away from a cramped, messy shop, and they do the same online. Welcome them with your logo and brand colors, and use lifestyle images that help them picture owning the product. Match the look to your audience: a kids' brand can use bright, playful colors, while a brand for adults may suit calmer, neutral tones. Short lifestyle videos that play on a loop bring the store to life.

Optimize for mobile

Most Amazon shopping happens on mobile. Test your store on a phone before submitting, not just desktop.

Lead with your best above the fold

Put a hero image and two to three shoppable tiles in the first screen a shopper sees. That's what drives early clicks before someone scrolls away.

Craft compelling copy

Images attract shoppers; copy convinces them to buy. Write in your brand voice, whether that's premium and polished or casual and playful, and keep it consistent across every page. Describe the features and benefits that matter to your buyer. If you're a vegan brand, for example, say so clearly. Proofread everything, because typos cost trust.

Make your store easy to navigate

The best Amazon stores make it easy to find a product. This matters most when you sell several product types. Create main categories and subcategories. A fashion brand selling clothes and accessories might use "Men's clothing", "Shoes", "Underwear" and "Accessories", so shoppers can go straight to what they want.

Match your product pages with A+ Content

Your store sends shoppers to your product detail pages, so those pages should carry the same look and story. A+ Content lets you add brand imagery, comparison charts and richer descriptions to your listings.

Highlight deals and promotions

Many shoppers hunt for the best deal. Feature your coupons and Lightning Deals with the Featured Deals widget, and prioritize top-performing, highly rated products. Deals in your store attract traffic and increase sales velocity.

Keep your store updated

Keep your store current with the products customers want right now. If you sell seasonal items, update the store for each season. A store still pushing winter jackets in summer feels out of touch. Watch your stock levels too, and hide items that are out of stock, because shoppers rank availability among their top buying factors.

Use customer questions to improve your store

The questions customers ask on your listings and in reviews show you their doubts and objections. Answer them in your store copy and images, and treat repeat questions as pointers for what to improve.

How to promote your Amazon storefront

You've built a great storefront, but it won't generate sales if no one finds it. Here are the main ways to get it in front of shoppers.

Sponsored Brands ads

These cost-per-click ads appear in Amazon search results with your logo, a headline and selected products, and can send shoppers to your store. Create several campaigns that each point to a different subpage, for example one per product category or for your best sellers, and test which perform best.

Sponsored Products ads

These appear in search results and on product pages and send shoppers to individual products in your store, so a shopper looking for one specific item can buy it fast.

Sponsored Display ads

These reach shoppers on and off Amazon, which makes them useful for building awareness and bringing back shoppers who viewed your products but didn't buy.

Social media and email

Many brands drive steady organic traffic from Facebook and Instagram. Share your store link in posts and profiles, and use email to tell your list about new launches and deals with a link straight to the store.

Best Amazon storefront examples

Are you just launching your storefront or simply looking for some inspiration? There are a few brands that are crushing it with their Amazon storefront. 

Here are three of some of the best Amazon storefront examples: 

• Lego - Lego proves that you can target more than one audience on your storefront. Using the right colors, themes, and images, Lego targets adults and kids. Their homepage is welcoming, featuring bright and fun colors. The store also features different categories that allow customers to browse based on themes, age, and latest releases. 
• Listerine - Listerine welcomes customers with the most popular products listed on their storefront. Customers can easily click on one or more of the products they need instead of trying to look for what they need around the storefront. 
• GoPro - GoPro's Amazon Storefront highlights the adventurous spirit of their products. The store features high-quality lifestyle photos, user-generated content, and a curated selection of cameras and accessories. This showcases the products' capabilities and inspires customers to live life to the fullest.

See also: 10 Amazon storefronts examples to inspire you

Conclusion

An Amazon Storefront comes with real, measurable upside: stronger brand awareness, more direct traffic, and higher-converting shoppers than a standalone listing delivers. If you want help designing a Storefront built to convert, ePlaybooks' Amazon account management team can build one tailored to your brand.

Not sure where your brand stands on Amazon yet? Get a free Amazon Revenue Report.