How to Create an Amazon Storefront: A Step-by-Step Guide for 2024

What if there was a way to boost your conversion rate by over 60%, increase your average order value by 70%, and increase add-to-carts by 50%? While it may sound impossible these are all real statistics for Amazon Brand Stores.

Often overlooked on the platform, Amazon storefronts, also called brand stores, are a great way to increase brand awareness, build trust, and boost conversion rates. In this article, we’ll explain exactly what an Amazon brand store is and provide a complete step-by-step guide on how to create an Amazon storefront for your brand.

Let’s start by explaining exactly what an Amazon storefront is and where to find it.

What Is an Amazon Storefront?

An Amazon Storefront is a customizable section on Amazon where sellers can showcase their brand, products, and story. It acts as a mini-website within Amazon, offering a curated shopping experience with unique layouts, banners, and multimedia.

There are several ways customers can visit your brand store.

• Clicking the byline on your product pages: By clicking the byline below your product title customers will be directed to the homepage of your Amazon storefront
• PPC Campaigns: Amazon Sponsored Brand and Display campaigns can use your brand store as a landing page
• URL: Include a direct link to your storefront from your brand’s social media, email list, website, etc

Depending on your goals and brand there are many different ways to set up your brand store. A single-product business may want to go in-depth on their brand story and what separates them from competitors. In contrast, brands with larger catalogs may opt for a product-centric layout. This approach could include creating separate category pages to organize products effectively, while also focusing on upselling and cross-promotion to maximize sales across the catalog.

The Benefits of Creating an Amazon Brand Store

Learning how to create an Amazon storefront comes with many benefits. Some of the most important are:

• Build Brand Awareness & Trust: First impressions matter. Customers who visit your brand store and see a well-designed, optimized page are more likely to trust your business and view it as reputable. This builds brand trust and can lead to increased conversion rates
• Increase AOV: Amazon’s statistics show that customers who visit a brand store spend 72.3% more on their order. This makes sense as a brand store is a great place to upsell similar products and offer complimentary products to your customers.
• Ad-Free: Unlike product pages, Amazon Brand Stores are free from ad placements. This allows you to drive sales without worrying about competitors stealing your potential customers.
• Off-Platform Marketing: If your brand has a large social media presence or email list it’s a great opportunity to link directly to your brand store. This way customers can easily find all of your products from one central location.
• Design Freedom: Your storefront is the most customizable piece of your Amazon business. Showcase your brand by tailoring the layout and design to reflect your vision.

Who Can Create an Amazon Storefront?

There are no costs associated with creating an Amazon Storefront and it’s available to any brand on the platform. The only requirement is:

• You must be a part of the Amazon Brand Registry in order to create an Amazon Storefront

If you aren’t familiar with the Brand Registry it is essentially a free program that helps protect and enhance your brand on Amazon. To be eligible for the Brand Registry you need:

• An active registered trademark for your brand that appears on your products or packaging
• The ability to verify yourself as the rights owner for the trademark
• An Amazon Brand Registry account, which you can create by simply signing in with your existing vendor or seller Amazon account credentials

Many tools and services on Amazon, including Brand Stores, require a Brand Registry account. If you’re eligible, we highly recommend signing up.

How to Create an Amazon Storefront: A Step-by-Step Guide

1: Log in to your Seller Central account

Once you’re approved for Amazon’s Brand Registry sign into your Seller Central account to begin creating your Amazon Storefront.

2: Navigate to the “Stores” tab and select “Manage Stores”

Once you click “Manage Stores” you will be presented with a list of the brands associated with your Seller Central account. Click on the brand you want to create a storefront for and move to the next step.

Please note that each brand can only have one Storefront. So if you have started setting up a Storefront in the past you will need to edit your existing store instead of starting from scratch.

3: Enter Your Brand Name and Logo

This is fairly straightforward. Just keep in mind your logo should be:

• A high-resolution image at least 400 x 400 pixels
• Ideally a PNG with transparent background (JPG and static GIF are also accepted)

Your brand name should:

• Not include text such as LLC, Inc, or “Shop Now”
• Be the brand name that will be most recognizable to customers

4: Store Setup Basics

After submitting your logo and brand name you will be presented with a list of basic options. These include:

• Display Logo in Headers: We recommend keeping this option enabled. When enabled it means that your brand logo will be displayed at the top of every page of your storefront. There is really no reason to disable this option as it increases brand recognition without any downsides.
• Display All Deals: When enabled this setting creates a dedicated page on your storefront to display all of your current deals. This could be a good choice if your brand has a larger catalog and runs regular promotions. Please note that if you have fewer than 4 in-stock products with active deals this page will be disabled
• Product Grid Style: Unless you are a clothing brand you will most likely want to choose the default square grid style.

5: Create Your Homepage

The next step in creating an Amazon storefront is building the homepage. The first two steps for this section are:

• Creating your meta description
• Choosing a template

Creating Your Meta Description

A meta description is a brief summary of a webpage’s content, appearing under the title in search results. It helps users understand what the page is about and encourages them to click, while also telling search engines the page matches a search query.

If a customer searches for your brand on Google there is a good chance that one of the results will be a link to your brand store along with the meta description you set. Setting a good meta description can improve the chances a customer clicks on your brand store instead of a random product page. This leads to higher conversion rates, add-to-carts, and average order values.

Some tips to writing a good meta description are:

• Stay Within the Word Count: Your meta description can be a maximum of 155-160 characters before Google will cut off the rest.
• Use a CTA: There have been many studies that show how text that includes a call-to-action converts higher than text without. Consider using terms like “Shop Now” or “browse our collection” to encourage customers to click through to your store
• Include Your USP: A USP is your unique selling point. In other words, the thing that separates you from the competition. Give potential customers a reason to choose you over the competition.
• Use Your Primary Keyword: Try to include the most important keyword associated with your brand, preferably near the beginning of your meta description

Choosing A Template for Your Homepage:

When choosing a template for your homepage there are currently four available options:

• Marquis: A template style that puts equal focus on products and branding. This is a great option if you have a single product brand or if your goal is building brand recognition and trust
• Product Highlight & Product Grid: Both of these templates put a focus on the product with less emphasis on the brand story. “Product Highlight” is used if you have one main product to showcase, while “Product Grid” works best with multiple products.
• Blank: Start building your homepage from a blank template. This is a good choice if you already have a design in mind or you’re working from a reference.

Remember there is no “best” choice for your template. It all comes down to your brand and whether you want to put more of an emphasis on your products or brand story.

6: Edit the Template

Now that we have chosen a layout it’s time to customize your Amazon Storefront. At this stage, we’ll customize the template by adding our products, images, and additional content. Let’s start with the header.

Customizing the Header

Typically, a header is the first thing you see on a website, often pinned at the top for consistency. It sets the tone, showcases branding, and helps visitors immediately understand what your brand is all about.

To customize your Amazon Storefront header simply click the header section of your template. From here you will be given the option to upload a custom image. Most brands tend to use an alternative version of their logo although a lifestyle image is another great choice. Whatever image you choose make sure it highlights what your brand is and what it stands for.

Customizing Tiles and Sections

Once you’ve uploaded your header image it’s time to work on the rest of the page. Amazon Storefronts use a straightforward page builder workflow, similar to tools like Wix or WordPress’s Elementor. The process revolves around two primary building blocks: sections and tiles, which you’ll use to customize your store’s layout and content.

Tiles

Tiles are the basic building blocks of your Brand Store. Think of them like pieces of a puzzle, each tile holds a specific type of content, such as an image, a product, or text. You place these tiles in sections of your storefront to create a layout. For example, you could use a tile to display a product listing or another tile to add a brand video.

By clicking the “+ Add tile” section you will be given the choice of choosing one of the 12 available tiles. These tiles are:

• Product: Enter an ASIN for one of your products to have it shoppable directly from your homepage
• Product Grid: Displays 4 or more products in a full-width layout. Clicking on a product will take the customer directly to the product details page
• Best Seller: Automatically displays your 5 best-selling products.
• Recommended Products: Amazon automatically displays 5 of your products that are recommended to the shopper, based on their shopping history.
• Featured Deals: Displays products that currently have active deals. You can choose between “all products” and “a curated set of products.” With “all products” Amazon will show any product in your catalog with an active deal. Choosing “a curated set of products” lets you choose which products can appear in the Featured Deals section
• Image: Upload a custom image. We recommend using images that are not already present on your product pages. If you upload a product image remember to include a link to the product page from the options on the right side of the screen.
• Image with Text: A custom image with the choice of a text overlay or text beside the image. Both the “Image” and “Image with Text” tiles include options for uploading a custom image for mobile devices.
• Shoppable Image: A single image that includes up to six products. Customers can click different parts of the image to visit their respective product pages.
• Text: A section for writing copy. The text can link to a store or detail page.
• Video: Shoppers can click to play your product or brand video with pause/play and volume controls.
• Background Video: A video tile that will auto-play and auto-replay continuously. It does not have volume.
• Gallery: Display up to 8 images in a full-width layout

Please note that the Featured deals, Recommended products, Best sellers, Product grid, and Gallery tiles are only available for full-width sections. For more information on specific requirements including image and video sizes please see Amazon’s Stores creative guidelines.

Sections

Sections act as a container for your tiles. Think of them as the foundation of your page layout. Containers help you organize the structure of your storefront by grouping tiles together in specific arrangements. For example, you might use a container to place an image tile next to a product tile, creating a visually appealing layout.

You can add a new section by clicking the “Add new section” tab on the right side of the screen. This will bring up the section options which include all of the standard tiles along with a “Split Section” option.

Clicking the standard tiles will create a full-width section of the selected tile. For example, clicking the image tile will create an image tile that stretches the entire width of the page. Clicking on “Split Section” allows you to create a section that contains multiple tiles.

Once you’ve created a new section you’ll notice that it is automatically placed at the bottom of the page. To change its location simply click the section on the right side of your screen and drag it to the desired location.

The maximum number of sections you are allowed for any page of your store is 20.

7: Add Additional Pages

Once you’ve finished your homepage layout you can choose to create additional pages for your Amazon storefront. Depending on your brand you may choose to create pages for specific products or categories as well as an “about us” page.

To create a new page click the “Add page” button on the left side of the screen. From here you will have the same options as your homepage. Create your meta descriptions, choose a template, and customize the tiles and sections.

There is no limit to the number of pages you can create so feel free to continue this process until you are happy with the final result.

8: Preview Your Store

Once you’ve finished customizing your Amazon Brand Store it’s important to preview it for both desktop and mobile devices. In some cases, you’ll notice that images that look great on a desktop may get cut off for mobile devices. In this case, you’ll want to upload a custom image in the image options to ensure a good experience for mobile visitors.

To preview your store click the preview button on the top right of the page.

9: Submit Your Store to Amazon

Before your store can go live, Amazon must first review and approve it. This process typically takes around 72 hours although it can take up to a week in some cases.

It’s important to remember that your store will not be editable while it is being reviewed so make sure you are happy with the final product before clicking “Submit for Publishing.”

Using Amazon Store Insights to Improve Performance

One of the benefits of creating an Amazon Storefront is the ability to use Amazon Store Insights. Store Insights is an analytics tool directly tied to your storefront. From here you can get statistics on daily visitors, sales, units sold, and more. Some of the key features of Store Insights are:

• Tagging: In the world of digital marketing “tags” are strings of text added to URLs to help you track where customers are coming from. Amazon Store Insights allows you to quickly create tags and use them to track how customers are finding your storefront. This is especially useful if you are using Facebook or Google advertising.
• Page Statistics: Store Insights will track and break down sales data for every page in your Brand Store. This way it is easy to see what pages drive the most sales and which pages could be improved
• Amazon Sponsored vs Organic Traffic: Store Insights includes traffic details that break down visitors by sponsored, organic, tags, or other sources. Its a great way to track the success of your Sponsored Brand campaigns without visiting the ad manager.

Common Mistakes to Avoid When Creating Your Storefront

If you’re wondering how to make an Amazon storefront that stands out, steering clear of these mistakes is essential. From poor navigation to neglecting mobile users, these errors can diminish your store’s performance and customer satisfaction.

• Not Optimizing for Mobile: With over 30% of Amazon traffic coming from mobile visitors it’s important to make sure your layout and images look as great on a smartphone as they do on a desktop. Make sure you preview your storefront on mobile and add custom images for mobile where needed
• Using Low-Resolution Images: Blurry or pixelated images give users a bad impression and can hurt your brand. Make sure to follow Amazon’s recommended image sizes and formats.
• Not Including Links with Your Images: If you include images of products make sure to include a link to the product itself. This option is on the right side of the screen under the image tile settings. This way customers can click the image and immediately travel to the product details page to make a purchase
• Including Duplicate Content: Try to use images and media that visitors have not already seen on your product listings. Use your storefront to reinforce your brand’s identity and highlight your products in a fresh, compelling way.

A final tip now that you know how to create an Amazon storefront is to remember to keep it updated. Amazon’s statistics show that sellers that update their brand store every 90 days see an average of 13% more revenue per visitor and 11% more repeat visitors.

If you launch new products or create new content remember to add it to your brand store. Keep your storefront fresh and aligned with your evolving brand—it’s an investment that pays off in sales and brand loyalty.