Step-by-Step Guide to Setting up Your Amazon Storefront

After an Amazon seller enrolled its brand and is approved by the Amazon Brand Registry, the seller with listing privileges will have access to Amazon’s full set of brand-specific tools.

Sellers will have listing privileges for a registered brand if they are the right owner who enrolled the brand. Other sellers can also get the same listing privileges if they are verified as internal to the brand or authorized by the brand as resellers. Sellers should consider using Stores and A+ content for their newly registered brand.

This article will walk you through the step-by-step process of setting up your Amazon Storefront, creating a seller account, listing items, and optimizing product pages. With this guide, you’ll be ready to start selling on Amazon quickly!

What is Amazon Storefront?

An Amazon storefront is a  customized webpage and a dedicated page that allows sellers to showcase their product range and brands on Amazon’s marketplace. Amazon brand uses Stores to group its product listings, highlight their value, and tell its brand story.

It is a feature in Amazon Seller Central that enables sellers to create a unique shopping experience for their customers by displaying their products in an organized and visually appealing manner.

Stores can:

  • Include subpages below your home page
  • Help boost discovery for the brand and make it easier for customers to compare the full product range
  • And tell the brand’s story with various widgets and other features.

How to Create an Amazon Storefront?

Creating an Amazon Storefront is a simple process that can be done in the following steps:

Step 1:

Click the “Store” tab and select “Manage Stores”.


Step 2:

Click create store next to your brand name.


Step 3:

Enter your Brand Display Name. This will be your brand shopper’s facing name and will be used in the store’s URL. You can use your store’s URL as the landing page for your Amazon and non-Amazon activities.

Note: The Brand Display name is case sensitive


Step 4:

Upload your brand logo.

  • Logo – Amazon recommends a logo image at least of 400 pixels wide by 400 pixels tall.

Step 5:

Click “Next”


Step 6:

Enter a brief summary of the page content in the meta description box.


Step 7:

Select a template: You can choose from a pre-organized tile template or blank template to help you quickly set up your page. You can choose from the following templates:

  • Marquee
  • Product Highlight
  • Product Grid
  • Blank

Step 8:

Click “Create Page” and start adding content to your store.

To learn more about adding content, see Manage content in your store.


Step 9:

Once you completed creating your store, click ” Submit for Publishing


Amazon Store offers two different publishing: Standard and Scheduled Publishing

  1. Standard publishing makes your store available to shoppers when the moderation team approves your content. To select this option, click submit in the pop-up window.
  2. Scheduled publishing allows you to request the date and time your store would be available to Amazon shoppers. To use this option, select the request published date checkbox, choose your desired date and time, and hit submit!

Step 10:

After you submit your store using standard or scheduled publishing, it will be reviewed to ensure it meets Amazon’s policies.

Amazon will notify you when the review is complete and you can always check the status in the status bar. Reviewing your Amazon store could take 7 to 14 days to learn if your store is approved or rejected.

How to Add Content to your Amazon Store?

Adding Pages to Amazon Storefront

Amazon store can have one or more store pages and you can add up to 3 pages hierarchy. The top-level page is your Homepage, additional sub-pages can be added one or two levels below the Homepage page. When you add a new page, it becomes a subpage of the page you are currently viewing.


Adding a gallery to your Amazon Store Homepage

A gallery in your amazon stores is a section where sellers can showcase their products using images. It allows sellers to display their products visually appealingly, highlighting an item’s unique features and benefits.

To add a gallery in your Amazon storefront:

  • On the store builder, click on your homepage to edit
  • On the right click “Add new section”
  • Now pick the gallery for your tile-type images
  • You can add an optional title and description and anywhere from three to 8 images
  • Consider featuring a gallery of real customers using your product or lifestyle images that show your products in use
  • If your Amazon store passes moderation your gallery will be visible for store visitors to engage with

Adding a Shoppable Image to your Amazon Store

Shoppable images in your Amazon store help customers see your products in context, engage with their details and add directly to their cart. If you’ve chosen the product highlight or marquee template, the empty tiles are ready to add images.

To add a shoppable image:

  • On the store builder, click on a tile and find the shoppable image
  • Upload a lifestyle image showing at least one product
  • Add product features
  • You can adjust where they’re active on the image and you can add up to six products.
  • Finally, click save.

Adding a Video to Your Store

Adding a video to your amazon online store can be a valuable marketing tool that can help you attract and retain customers.

A split-width section with a large video on one side is recommended when adding a video.

To add your video:

  • Click add tile and choose video
  • Check the specs needed for your video and cover image
  • Upload your video and cover image
  • And click “Done”

What are the Key Components of the Amazon Storefront?

An Amazon storefront typically consists of several key components, including:

  • Header

This section includes the brand logo, search bar, navigation bar, and account information.

  • Hero Image/Banner

This large image or banner appears at the top of the page and highlights a specific promotion, deal, or product.

  • Tiles

This section in the Amazon storefront is typically a product grid or series of small rectangles on the homepage. Each tile usually includes high-quality product images, videos, a short description of the product or promotion, and a button that takes the user to dedicated landing pages or product listings.

  • Featured Products

These are products that are showcased on the storefront’s homepage. They can include popular items, new releases, and discounted products.

  • Category Navigation

This section provides links to different product categories, making it easy for customers to browse and find what they want.

  • Reviews and Ratings

Amazon displays customer reviews and ratings for each product, helping shoppers make informed purchase decisions.

  • Product details

Each product listings include detailed information about the item, such as its price, size, weight, and features.

  • Add to cart/Buy now button

This button allows customers to add a product to their cart or purchase it immediately

  • Related products

Based on their browsing and purchase history, Amazon suggests related products that customers might be interested in

  • Footer

This section links important information such as Amazon’s policies, contact information, and social media accounts.

Are there any Fees when Creating an Amazon Storefront?


Amazon storefront is free to create and a free feature available to all sellers on Amazon.

However, it is important to note that while creating a storefront is free, additional fees may be associated when selling on Amazon, such as fulfillment and referral fees. These fees vary depending on the product category, fulfillment method, and factors.

Always review Amazon’s fee structure and policies before selling on the platform to ensure you understand the costs associated with selling on Amazon.

What are the Requirements to Create an Amazon Storefront?

To create an Amazon storefront, you just need to meet the following:

  • Have a Professional Seller Account

A seller must have a professional Amazon seller account on Amazon to create an Amazon store.

A seller must have an Amazon Brand Registry to create an online store on Amazon. The Amazon Brand Registry program helps sellers protect their brand on Amazon and gives them access to tools to help create a better shopping experience for their customers.

  • Must have a Registered Brand

A registered brand is required to create an amazon store.

  • Must have Product to Sell

The sellers must have a product to sell to create an Amazon store. In addition, the storefront will showcase the products of a seller thus the availability of products to sell is a must.

What are the Benefits of Setting up an Amazon Storefront?

What-are-the-benefits-of-setting-up-an-amazon-storefron branding

Setting up an Amazon storefront effectively increases brand visibility, drives sales, and gains valuable insights into customer behaviors. The following are some benefits of having your own store on Amazon:

  • Increased Brand Visibility

You can showcase your brand and products to a wider audience by creating an Amazon store. Amazon is a giant marketplace with a massive customer base and having a storefront on their platform can help you reach potential customers who may not have otherwise found you.

  • Increased Sales

A well-designed storefront with high-quality images and detailed product descriptions can increase your chances of making sales. In addition, customers are more likely to buy from Amazon Stores that look professional and have a clear value proposition.

  • Customization

Amazon allows their seller to customize their storefront to align with their brand image. You can customize your storefront page to look professional by managing the content in store builder. You can use your logo, brand colors, and messaging to create a unique storefront that stands out.

Sellers can access Amazon’s powerful marketing tools such as Sponsored Products and Sponsored Brands. These tools can help you target customers most likely interested in your products and drive more traffic to your store.

  • Analytics

Amazon provides detailed analytics on their seller’s storefront performance, including traffic, conversion rates, and sales. These store insights can help their seller optimize their storefront and make data-driven decisions to improve their sales and profitability.

How to Translate my Store into a Multilingual Site?

You have a few options to translate your Amazon storefront into a multilanguage site.

First, you can use Amazon’s built-in translation tools to automatically translate your product titles, description, and other details into multi-languages. This “Multilingual Listings” feature is available in your seller account. Then, you simply need to select the languages you want to translate into, Amazon will do the rest.

Supposedly you need more control over the translation process or want to translate other storefront elements such as images, videos, or custom text, you can work with a third-party translation service. Many professional translation services specialize in e-commerce translations and can provide high-quality translations on your storefront.

Once your translations are complete, you must update your storefront to include the new languages. You can do this by adding language selectors to your storefront, which allows customers to choose their preferred language. Alternatively, you can create separate storefronts for each language, each with its own URL.

Does Amazon Storefront need Advertisement?

Amazon storefronts are a great way for sellers to showcase their products and brand on the platform. While a storefront can be a powerful tool on its own, it may not be enough to attract potential customers. This is where advertising comes in.

Advertising your Amazon storefront can be an effective way to drive traffic to your page and get more sales. By utilizing Amazon’s advertising options, sellers can target specific audiences based on factors like search terms, interests, and demographics. This can help them reach and encourage customers who have not discovered their products otherwise to visit your store.

Furthermore, advertising can help increase brand recognition and awareness among potential customers. By increasing visibility on Amazon, sellers can stand out among competitors and establish themselves as trusted brand.


How to Optimize Your Amazon Storefront?

Optimizing your Amazon storefront requires visual design, advertising, analytics, and customer service strategies. By continually innovating and refining your approach, you can create a successful storefront that drives sales and builds brand awareness on the world’s largest e-commerce platform. below are some tips on how to optimize your store:

  • Ensure that your storefront is visually appealing and easy to navigate.
  • Use Amazon’s advertising tools to promote your store and products.
  • Take advantage of Amazon’s analytical tools to track the performance of your store and make data-driven on how to optimize further.
  • Provide excellent customer service and respond to customers’ questions and concerns promptly.


Creating an Amazon storefront is an excellent way to increase brand visibility, and drive sales to your business. It’s completely free to create your own online store on the platform, however, there are additional fees associated with selling products.

Setting up an Amazon storefront requires having a professional Amazon seller account, registering for Brand Registry, having products to sell, and meeting other requirements such as providing detailed information about each item in their listings.

Additionally, sellers should consider leveraging advertising tools such as sponsored brands to promote their store and optimize it for better performance.

With careful planning and strategizing you can create a successful Amazon storefront that can drive traffic and increase profits significantly.

Frequently Asks Questions

What are Amazon Storefronts?

Amazon storefronts are a powerful tool for sellers looking to differentiate themselves in Amazon’s crowded marketplace and establish a strong brand presence.

Who can create Amazon storefronts?

Registered sellers can create Amazon storefronts on Amazon’s platform. To become a seller, you must create an Amazon Seller Central account.

How to add a hero image or banner to my storefront?

At the navigation bar, click the header and upload an image. Once uploaded, just click done.

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