August 18, 2022

How to create an Amazon storefront 

Having an amazon storefront might is proving to be one important piece of today's online digital strategy for e-commerce business. Learn how to create one.
How to create an Amazon storefront 
Daniel Nilsson
How to create an Amazon storefront 


As a business owner on Amazon, one of the primary goals is to increase company sales and grow revenue with Amazon using the most effective online marketing strategies. But do you know that one effective strategy that drives conversions and increases company sales is branding? People love to buy from brands. 

Smart, effective branding helps differentiate your product from mounds of others and creates a positive experience for customers. If you are thinking of building a brand on Amazon, the Amazon storefront is a great tool, and one which has increasingly become a must as sellers and brands proliferate on the Amazon marketplace.

Creating your Amazon storefront increases brand awareness and allows you to showcase your products, latest collections, and promo activities all in one location. It allows you to explore all the creative marketing ideas that differentiate you from your competitors. Customers can also have a deeper connection with your brand and understand what makes your brand tick. This ultimately builds trust and customer loyalty increasing sales and revenue. 

Creating an Amazon storefront can be quite straightforward. This article provides a step-by-step guide on how to create an Amazon storefront. 

What is an Amazon storefront?

What is an Amazon storefront?

Product listings are a great way to increase sales on Amazon. However, there is a more effective way to showcase all your products in a single location.

Amazon storefront is a mini website available only to brand-registered sellers on Amazon. With this store, you can put together all your branded items in one place. Customers can come to your store just like they would an ecommerce site or a physical store and look through all your products. The best part is, you will be leveraging Amazon’s huge customer base, meaning you can get your brand in front of millions of people worldwide.

Who can create an Amazon storefront? 

Who can create an Amazon storefront

To create your Amazon brand storefront, you will need to first qualify for and enroll in the Amazon Brand Registry program. Among other things, this program protects your product from fraudulent activities like the illegal replication of products. It also comes with other benefits including access to Amazon's A+ content and of course creating your Amazon storefront.


To apply to the Amazon Brand Registry, you will need to get a valid trademark for your product. 

Once you get a valid trademark, you can then proceed to Seller Central on Amazon, fill in and submit the required information. Once your application is approved, you are eligible to create your Amazon storefront at no cost at all. 

Benefits of creating an Amazon storefront 

Benefits of creating an Amazon storefront 

Want to know how to increase your conversion rate on Amazon? One effective way to do so is through your Amazon storefront. An Amazon storefront provides a direct link between you and your customers. Customers can access your best products, latest releases, and promotion activities when they come to your Amazon store. 

This is one of the many benefits of creating an Amazon storefront. Here are a few more benefits of creating an Amazon storefront: 

  • With your Amazon store, you can open up your brand to new and existing audiences on Amazon increasing your brand visibility 
  • You can capitalize on internal and external traffic sources
  • You can provide a memorable shopping experience for your customers 
  • You can use your Amazon storefront for product launches and the latest releases 
  • You can drive traffic to your store and improve Search Engine Rankings

How to set up an Amazon storefront 

How to set up an Amazon storefront 

Creating your own Amazon storefront doesn't require any special skill or knowledge. However, having some design, marketing, and sales expertise on your team will significantly enhance your store providing much more value for your customers and prospects and in turn, provide a big boost to your revenues. 

Once you get registered under Amazon Brand Registry, you can start creating your Amazon store in a few simple steps. Here's a step-by-step guide explaining how to create an Amazon brand storefront: 

Step 1: Log on to your Seller Central account 

Go to Seller Central, click on Stores > Manage stores.

Step 2: Fill in the information on the Store Settings 

Fill in all the information required. This includes your brand name, logo, among other details. Once done, click ‘Next’

Step 3: Select homepage template 

After filling in your information as indicated in step two, you will be directed to a homepage where you can select different Amazon brand page templates. There are four different Amazon brand page templates you can choose from: 

  • Marquee: With the Marquee, you can showcase a wide range of products, and also feature categories. They are best for brands that have a wide variety of products.
  • Showcase: With the Showcase, you can have the creative freedom to feature your brand’s bestsellers, create rich visual experiences for your customers and promote current offers
  • Product grid: This is a simple layout that allows you to display a wide range of products including their prices. You can also share your store on social media. 
  • Build your own store from scratch 

You can experiment with all templates and pick which best resonates with your brand. Additionally, you will need to fill in your meta-tag description to give information about your page to search engines and help your store rank on Amazon. It will also give customers an overview of your brand. You want to make sure your metatags description is both catchy and informative. 

Step 4: Build store pages for your products 

Once you’ve found the perfect template, the next step is to build store pages for your products. This is where you create catalog categories, best-selling products, navigation, and so on. 

Tip: Set your pages in a way that provides seamless navigation and a good shopping experience for your customers. 

Step 5: Add content tiles to store pages

Once you have your store pages laid out, the next step is to put out content on each of your pages. Content tiles are simply images, videos, galleries, product grids, titles, and navigation that customers can interact with when they come to your store.  

Step 6: Upload products 

Once you’ve successfully added your content tiles to your store pages and your design layout is ready, the next step is to add your products to your store. You will need to add a collection of items that buyers can purchase when they click on your store pages. The good news is, with the Amazon storefront, you can upload your entire product inventory all at once. You only need an Amazon Standard Identification Number (ASIN) to upload your products manually. 

Step 7: Preview & publish 

Now you are all set! After you are done with all your store pages, you can click on Preview options to check out what your Amazon storefront looks like. Check for spelling and grammatical errors, branding inconsistencies, product images, content tiles, and navigation. Once this is done, you can then publish for Amazon to review and approve. 

How to market your Amazon storefront 

You’ve created the best Amazon storefront, but it won’t generate sales if no one finds it. You will need to market your Amazon storefront to attract customers and increase sales on Amazon. 

Here are a few ways you can get your Amazon storefront in front of customers: 

  • Sponsored Brand Ads
  • Sponsored Product Ads
  • Amazon Display Ads
  • Social media/email promotion 

Sponsored Brand Ads 

Sponsored Brand Ads are an effective way to increase brand visibility and draw traffic to your store. Sponsored Brand Ads are cost-per-click ads that appear in Amazon search results. They essentially include your logo, headline, and selected product or products. 

To get the most out of your Sponsored Brand Ad campaigns, you might consider creating multiple campaigns that direct customers to various subpages on your Amazon storefront. You could also feature bestsellers and link to other store subpages. Be creative and test various methods to make sure you get the most out of them. 

Sponsored Product Ads 

You can drive customers directly to product pages on your storefront, using Sponsored Product Ads. These Ads will be featured on the Amazon search listings and pages and is an effective way to get customers to click on products featured in your store. 

Amazon Display Ads 

Perhaps one of the most effective ways to drive external traffic is Amazon Display Ads, which allow you advertise your store across the web. With display Ads, your Ads will appear on other websites and platforms outside Amazon. You can use Display Ads to increase brand awareness, retarget shoppers and bring target consumers to your store. 

Social media/email promotion 

Many brands have achieved significant success generating organic traffic using social media channels like Facebook and Instagram. Through social media platforms, you can interact with new and existing customers, share the link to your Amazon store and drive traffic.


Emails are also a powerful tool to foster a personal relationship with customers and build trust and loyalty. You can create an email list through social media or blogs and update customers on the latest offers available on your Amazon storefront. 

Final thoughts 

Amazon storefronts are an important element to an effective content strategy on Amazon. You want to make sure you create an engaging storefront. Use high-quality images that are visually appealing. You can make use of Enhanced Brand Content (EBC) to customize your Amazon storefront most attractively. Use optimized descriptions and communicate effectively using your brand voice. Check for spelling and grammatical errors and make sure your tone is most likely to convert a customer. 

Luckily, creating an Amazon storefront is not a complicated process only available to the big brands. As a business owner registered under Amazon Brand Registry, you can set up an engaging Amazon storefront that attracts customers and increases sales. 

We hope our step-by-step guide helps you grow and expand your brand on Amazon. You can get in touch with seasoned ecommerce experts on ePlaybooks right away to help you build a customized Amazon storefront that converts. 

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