How do I create a storefront page on Amazon?

Selling on Amazon has become extremely popular in recent years. With millions of customers shopping on Amazon every day, it provides a huge opportunity for businesses to increase sales. Creating a Storefront on Amazon allows you to customize your brand presence and promote your products more effectively to customers shopping on Amazon.

What is an Amazon Storefront page?

An Amazon Storefront page is a customized page on Amazon that promotes your brand and products. It operates like a mini website within Amazon, allowing you to tell your brand’s story, highlight your products in creative ways, and create a cohesive shopping experience for your customers.

Some key benefits of creating an Amazon Storefront include:

  • Building brand awareness and recognition
  • Showcasing your full product catalog
  • Customizing product descriptions and lifestyle imagery
  • Creating a seamless shopping experience from product discovery to checkout
  • Promoting time-limited sales and deals

Overall, the Storefront page gives you more control over how your brand is presented and promoted on the world’s largest online marketplace.

Step 1: Create a Seller Central account

The first step in creating an Amazon Storefront is to have an Amazon Seller Central account. This is the main portal you use to manage your Amazon selling account. Here’s how to create one:

  1. Go to and click on “Sell on Amazon.”
  2. Click the “Start Selling” button.
  3. Enter your email address and click “Continue.”
  4. Choose between selling as an individual or as a professional seller.
  5. Enter your account information, tax information, and bank account information.
  6. Review and agree to the Amazon Services Business Solutions Agreement.
  7. Verify your email, phone number, and bank account.

Once these steps are complete, your Seller Central account is ready to go!

Step 2: Register your brand

The next step is to register your brand within Seller Central. This allows you to customize your brand storefront and granting access to brand management options.

Here are the steps to complete brand registration:

  1. From Seller Central, click “Catalog” then select “Brands.”
  2. Click “Add brand.”
  3. Select if you want to register a new brand or add an existing brand.
  4. Fill out all required brand information including name, website, logo, etc.
  5. Choose the category your brand fits under.
  6. Specify if your account is authorized to sell the brand’s products.
  7. Agree to the terms and conditions.
  8. Click “Save brand” to submit for review.

Amazon will review your information to verify you have the rights to register this brand. Once approved, you can begin creating your storefront.

Step 3: Enroll in the Amazon Brand Registry

The Amazon Brand Registry provides additional brand management capabilities for registered brands. Enrolling in the registry helps optimize your storefront experience.

To enroll in Amazon Brand Registry:

  1. From Seller Central, click “Catalog” then “Brand Registry.”
  2. Click “Get Started” next to the brand you registered.
  3. Enter your brand name, website, and government trademark information.
  4. Upload a copy of your trademark certificate or registration document.
  5. Accept the terms of service.

Amazon will review your trademark information and may reach out for clarification. Once approved, you can access features like enhanced branding, product listing protections, and insight tools.

Step 4: Create your Storefront

Now it’s time to create your customized Amazon Storefront page. This is where you can begin tailoring your brand experience.

Follow these steps:

  1. From Seller Central, click “Stores” then select “Storefronts”.
  2. Click “Create your storefront”.
  3. Select the country your store will be located in.
  4. Enter your storefront name and specific URL suffix.
  5. Select if you want to include products from your entire account catalog or specific brands only.
  6. Choose a storefront template or start from scratch.
  7. Configure your storefront sections like header, product display, etc.
  8. Add customized text, images, logos, color themes, etc.
  9. Click “Save and Continue” to proceed through each section.
  10. On the final page, click “Launch” to make your store live.

As soon as your storefront is live, customers can start shopping directly from your custom brand page!

Step 5: Drive traffic to your Storefront

Now that your Storefront is live, it’s time to drive traffic through marketing and promotion. Here are some tips:

  • Link to your Storefront from your website, emails, and other marketing channels.
  • Promote your Storefront page on social media and include its custom URL.
  • Run Amazon Sponsored Ads campaigns targeted specifically to your products and Storefront.
  • Analyze traffic reports in Seller Central to optimize your marketing efforts.
  • Encourage repeat visits by frequently updating Storefront content and offers.

Optimizing Your Amazon Storefront

To get the most out of your Storefront, be sure to optimize both visually and from a content perspective. Follow these best practices:

  • Showcase your full catalog – Customers want to browse everything you offer in one place.
  • Refresh content frequently – Add new arrivals, promotions, etc. to entice return visits.
  • Optimize page speed – Faster loading drives more engagement and conversions.
  • Highlight best sellers prominently.
  • Include strong lifestyle imagery – Show your products in use with complementary products.
  • Share your brand story and core values.
  • Make checkout seamless with Amazon Pay.
  • Monitor analytics – Identify successes and areas for improvement.

Amazon Storefront Design Tips

Taking advantage of Amazon Storefront design options can further elevate your brand. Keep these tips in mind:

  • Maintain a consistent look using your brand style guide for imagery, fonts, color scheme, etc.
  • Ensure high-quality lifestyle images and product photos.
  • Organize products into shoppable categories or groups.
  • Allow ample white space between sections to avoid a cluttered look.
  • Limit text to key selling points; avoid overly salesy or dense paragraphs.
  • Feature videos and lookbooks to showcase products if applicable.
  • Use your most impactful imagery at the top of the page to catch visitors’ eyes.

Testing different layouts, content, images, and promotions will reveal what resonates best with your audience.

Amazon Storefront Metrics

Amazon provides a suite of analytics to gain insight into your Storefront’s performance. Monitoring key metrics helps identify opportunities for improvement.

Metrics to track include:

  • Traffic volume – How many visits does your store receive daily or monthly?
  • Bounce rate – What percentage of visitors leave after one page view?
  • Pages per session – How many pages does the average visitor view during each session?
  • Conversion rate – What percentage of visitors complete a purchase?
  • Average order value – What is the average amount each customer spends per order?
  • Sales by product – Which products/categories drive the most revenue?

Set performance goals and regularly assess progress in each of these areas. For lower performing areas, tweak your Storefront content to test improvements.


How much does it cost to create an Amazon Storefront?

Amazon does not charge any subscription fees or setup costs to create a Storefront. You only pay Amazon referral fees on resulting sales volume from the Storefront.

Can I customize Storefront URLs?

Yes, you can choose a custom URL path for your Storefront during setup, such as

How long does Amazon take to review and approve new Storefronts?

Amazon typically reviews and approves new Storefront requests within 1-2 business days.

Can I showcase products from multiple brands in one Storefront?

If your seller account has access to multiple brands, you can choose to feature products from all of them or select specific brands to showcase.

How often should I refresh my Storefront content?

To drive repeat traffic, aim to add new products, lifestyle imagery, videos, promotions, etc. to your Storefront on an ongoing basis. Refreshing at least once per month is recommended.


Creating an Amazon Storefront provides brands with tremendous opportunities to take control over their ecommerce presence. By customizing your brand story, product catalogue, visual layout, and promotions, you can elevate the shopping experience and engagement with your products.

Optimizing your Storefront both creatively and analytically will help your brand make the most of selling on Amazon. The detailed steps outlined above will guide you through establishing your Storefront and maximizing its performance.

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