The Ultimate Guide to Building an Amazon Storefront

Building a strong brand is extremely important for your business. Customers want to build strong connections with brands that they can rely on. It’s your job to prove to customers that your business can consistently provide them with what they’re looking for.

Typically, eCommerce brands have the luxury of controlling the customer journey. They get to set their own rules, run banner ads for themselves, and do other things that’s only possible when you have your own website.

Amazon sellers don’t have the same luxuries. However, that doesn’t mean that Amazon sellers can’t build a hub for customers to explore their products. That’s what Amazon storefronts are for.

An Amazon storefront is linked to each of your products. Customers can explore what you have to offer. The best part is that you get full control of your Amazon store. You could include whichever products you want, focus on specific products, and even talk about the brand itself.

Beyond 6 images, 5 bullet points, and a 200-character title (or whatever your category rule is today), Stores give you freedom to continually expand on the features and benefits that give confidence to your customers.

Remember, content exists as an educational tool!  The tool’s main purpose is helping people decide that exchanging their dollars for your product will make their life better!

The amount of content restrictions on a detail page would probably fill up an entire blog post. dozens of rules for titles, bullets, and images… on Amazon Storefronts, those restrictions mostly go away!

Storefront restrictions tend to be more about the SHAPE of the content because they want stores to be visually appealing. The Amazon-Internal goal was to offer a platform that allows brand owners a tool to create a branded experience.

Notice the differences between:

amazon.com/apple

amazon.com/microsoft

amazon.com/crocs

amazon.com/carhartt


These stores are LARGELY the reason that these big brands allowed themselves to be sold on Amazon. Finally, storefronts give your brand Content Freedom.

1. Sign Up For Brand Registry

Amazon’s Brand Registry is a program designed to protect registered trademarks on Amazon. You can register your brand with Amazon’s Brand Registry by certifying that you are the brand owner. This grants you access to tools that enable you to portray your brand as you wish, without giving others that same access. One of those tools being an Amazon Storefront.

According to Amazon, “you’ll need an active registered trademark in the country where you want to enroll (or a pending trademark application filed through Amazon IP Accelerator) plus the ability to display your brand name or logo prominently on all the products and packaging you offer through Amazon.”

Click here to get started with Amazon’s Brand Registry.

2. Create the Store

Log in to Seller Central and in the navigation menu, select “Stores” » “Manage Stores,” then click the “Create Store” button. 

Follow the instructions. You’ll be required to upload a brand name and logo. Once you’re done, you get to start working on your Amazon storefront.

3. Start With a Template

Amazon storefronts offer a lot of flexibility. Thankfully, their templates allow for beginners to make something presentable.

We’d recommend using the Product Highlight template. Amazon grabs your best selling products for you and puts them on display. The Product Grid template displays all of your templates on a grid, allowing customers to click on whichever one grabs their attention. 

4. Create a Hub for Your Business

Amazon storefronts are special because of how much they allow you to do. You don’t have to limit yourself to the templates that they have. You can go above and beyond.

Storefronts have pages. These pages allow you to separate content from the main menu. Let’s take a look at Reebok’s storefront.

Each of the tabs running along the bottom of the Reebok logo are links to different pages. The big rectangle with “Women’s Footwear” on it is also a link to a different page. The main menu serves as the first page that customers will see. Let’s click on Women’s Footwear.

There’s two tabs on top showing different pages that we can explore. There are also a bunch of women’s shoes that we can click on if we’re interested.

Each page is customizable, so use each one to feature a product line, focus on one product, build your brand, or something else.

I do recommend featuring all of your products somehow. That might be tricky for big brands but there is definitely a way to do it!

5. Amazon Storefront Tips

Let’s go over some tips regarding your Amazon storefront and how to make it look as good as possible.

Build your brand identity

Use the storefront to build your brand identity. Use your brand’s colors and fonts on different pages. You could even dedicate a page to your brand’s story or values.

With so many sellers on the platform, it’s important to stand out. Get your message across and make customers feel like your brand is the right one.

Feature all of your products

I touched on this earlier, but I think it’s really important, so I’m bringing it up again. You should feature all of your products, each one should have a space on your storefront. Of course, you want to dedicate larger parts of your storefront to the bestsellers and new releases, but that doesn’t mean you should ignore everything else. Let’s look at an example.

Anker is a brand that provides power solutions to customers. You can see that they have the Anker Prime featured front and center. But they also have a bunch of pages that help customers find what they need. If we click on the “More” button…

We can see that they have so many options. It’s good to give all of your products a space. You’re expanding your target audience and allowing them to find what they need rather than forcing them to find it with a competitor.

Be visually engaging

You have to capture and keep your customer’s attention. How do you do that? By being visually engaging.

Your pages don’t have to feature nice imagery, but it’s definitely better if they do. 

The Lego storefront makes me want to do some shopping just because of how engaging and colorful it is. 

Lego does a great job of categorizing their products, making it all engaging, and throwing a ton of color onto each and every page. 

By having a presentable storefront, you’re inviting your customers to spend some time browsing your products.

6. Monitor Performance

Your storefront is finally up and live. Now it’s time to see how it performs and if there’s any space for improvement. Click on “See Insights” on the Store menu.

You can see different analytics. Amazon shows you your store visitors, sales, popular pages, and more.

By analyzing your visitors and traffic sources, you could see where your traffic is coming from. Your organic traffic should be healthy, since your storefront is attached to all of your Amazon products. You should work on promoting your store via social media and your other marketing channels.

If your views per visitor is around 1, then it’s likely that your store isn’t very appealing. It’s not intuitive to browse around, or the first few products that your store shows aren’t interesting. Try to work on your storefront’s look if this is happening. It should look beautiful!

You could also see which pages are the most popular. If you want to push a specific product or category, then highlight that on your store. Emphasize products or categories by putting them front and center.

Conclusion

Creating an Amazon storefront will open up so many opportunities for your brand. You’ll be able to sell more products, build a powerful brand, and improve the customer experience.


By following these steps, you’ll be on your way to having your own Amazon storefront. If you want more deep insights into improving sales on Amazon, then you need to join my newsletter. Click here to subscribe to my newsletter, where I’ll provide you with Amazon news, insights, tips, and more.

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