An Amazon Storefront is a brand-controlled destination inside Amazon where you can showcase your product catalog, explain your brand, and build a shopping experience that does more than a single product page can.
If you sell on Amazon and you're enrolled in Brand Registry, you can create one. It's free. It takes a few hours to build. And when it's done right, it becomes a landing page for ads, a discovery tool for new shoppers, and a merchandising asset that helps you control how people move through your catalog.
But most brands treat their Storefront like a one-time design project. They publish it, send some traffic to it, and never touch it again. That's a mistake. The Storefront works when you treat it like a campaign asset that gets updated, measured, and improved based on what shoppers actually do.
This guide walks through who can create an Amazon Storefront, how to build one step by step, how to design it so it converts, how to drive traffic to it, and how to measure whether it's working.
An Amazon Storefront is Amazon's term for a multi-page branded destination that sits inside the Amazon marketplace. It's different from a product detail page because it's not tied to one ASIN. It's also different from A+ Content because it lives at its own URL and can host multiple pages, navigation, and a full product assortment.
Amazon uses the phrase "Amazon storefront" to describe two different things:
A multi-page destination for brands selling their own products. Requires Brand Registry. This is what most sellers mean when they say "storefront."
A curated product page created by Amazon influencers who recommend products from multiple brands. Does not require the creator to sell anything.
This guide is about Brand Stores. If you're a seller or vendor trying to build a store for your brand, you're building a Brand Store.
A Storefront gives you a place to:
Amazon's 2024 benchmarks show that shoppers who visit a Brand Store purchase 53.9% more frequently, add to cart at a 52.1% higher rate, and generate 71.3% higher average order value compared to shoppers who don't.
That does not mean publishing a store automatically lifts sales. It means that when the store is built well and traffic is routed correctly, it becomes a conversion multiplier.
You need three things to create a Brand Store:
You must be enrolled in Amazon Brand Registry. That means you need an active registered trademark for the brand you sell. If you're not enrolled yet, start there first.
You need a Professional selling account or an Amazon Vendor account. Individual seller accounts do not qualify.
You need access to the Amazon Ads console. Most sellers get this automatically when they sign up for a Professional account. If you don't have it yet, you can register through advertising.amazon.com using your Seller Central credentials.
Once those three pieces are in place, you can build a Storefront.
Building a Brand Store happens inside the Amazon Ads console, not Seller Central. Here's the actual workflow:
Log into your Amazon Ads account and go to Stores from the main menu. Click Manage stores.
If you're enrolled in Brand Registry for multiple brands, you'll see a list. Pick the brand you want to build a store for.
Amazon asks for:
Amazon gives you two options:
Pick the one that matches your timeline and design preferences.
The homepage is the main landing page for your store. It should do two things quickly: explain what your brand makes, then get shoppers into your catalog.
Most high-performing homepages include:
Amazon's drag-and-drop builder lets you add text blocks, image tiles with links, product grids (manual or dynamic), video, and shoppable images.
Preview on desktop and mobile as you build. Shoppers use mobile more than desktop, so check both before you publish.
Subpages let you organize your catalog by category, use case, or product line. If you have more than six products, you should create at least one subpage.
Examples:
Each subpage gets its own layout, header, and product selection. You don't have to duplicate the homepage structure. In fact, subpages should be more focused: less brand story, more products.
Amazon auto-generates a top navigation bar based on your homepage and subpages. You can reorder pages or rename nav labels inside the builder.
Make sure the nav is clear. If a shopper lands on a subpage from an ad, they should be able to get back to the homepage or jump to another category without scrolling.
Before you publish, preview the store on desktop and mobile. Check:
When you're ready, submit the store for moderation. Amazon reviews it for policy compliance (no competitor mentions, no off-Amazon links, no misleading claims).
Approval usually takes less than 24 hours. Once approved, the store goes live automatically.
After approval, Amazon assigns a public URL. It follows this format:
amazon.com/stores/[YourBrandName]/page/[ID]
You can also create a short URL through the Manage Stores dashboard. Short URLs are cleaner for ads, social posts, and email campaigns.
Publishing a store is the minimum. Making it convert takes more work.
Shoppers should hit "shop now" or a product grid within two scrolls. If your homepage is 90% brand story and 10% product, flip it.
The homepage is a discovery tool, not a brochure. Get shoppers to products fast.
Subpages should feel like category pages, not mini-homepages. Drop the brand story. Show products grouped by type, use case, or audience.
If you send Sponsored Brands traffic to a subpage, the shopper already knows they want that category. Don't make them scroll past brand content to find the product they clicked on.
Most store traffic comes from mobile. If your images are too small, text is unreadable, or tiles don't load correctly on a phone, shoppers leave.
Amazon's preview tool shows mobile and desktop side by side. Use it.
Amazon lets you create product grids that auto-update based on best sellers, new releases, or top-rated products. This keeps your store current without manual updates.
Static product grids work fine too, but you have to swap products manually when inventory changes or new SKUs launch.
A Storefront does not generate traffic by itself. You have to send shoppers to it.
Sponsored Brands ads let you use your store as the landing page instead of a product page. This works well for:
You can also use display ads and video ads to drive traffic to the store.
When you set up the campaign, choose whether traffic goes to the homepage or a subpage. If the campaign is category-specific ("pots and pans"), send traffic to the pots and pans subpage, not the homepage.
You can share your store URL anywhere: Instagram posts, stories, or link-in-bio. Email campaigns promoting your Amazon catalog. YouTube video descriptions. Influencer or affiliate partnerships.
Amazon also lets you create source-tagged URLs so you can track which external channels drive the most store traffic. Set up source tags inside the Manage Stores dashboard.
There's no universal rule. Test both and see which converts better for your brand.
Amazon gives you Store Insights data for every store you publish. This is where you figure out what's working and what's not.
Amazon started rolling out section-level insights in 2026. This shows:
This is useful when you're testing different layouts or trying to figure out which product grids perform best.
High traffic, low sales: Shoppers are visiting but not buying. Move best sellers higher on the page. Reduce brand story content and show more products. Check mobile layout.
High bounce rate: Shoppers land and leave without clicking. Make the first section more action-oriented (product grid, not brand essay). Check load time. Simplify navigation.
Low page views per visit: Shoppers aren't exploring subpages. Make category tiles more visible on the homepage. Add product carousels that link to subpages. Test different nav labels.
Amazon recommends updating stores at least once per quarter. Stores updated within the past 90 days see 11% more repeat visitors and 13% higher attributed sales per visitor on average.
The best Storefronts share a few patterns:
When we review a partner's Storefront, we check:
Most underperforming stores fail because they were published once and never touched again. The store is a merchandising tool, not a set-it-and-forget-it asset.
Yes. There is no cost to create or maintain a Brand Store. You don't need to run ads to have a store, but ads are the most reliable way to drive traffic to it.
Most stores are approved within 24 hours. Amazon reviews for policy compliance (no competitor mentions, no off-Amazon links, no misleading claims). If something gets flagged, you'll get an email with the issue and a chance to fix it.
No. You need to be enrolled in Brand Registry, have a Professional selling account or Vendor account, and have access to the Amazon Ads console.
Individual seller accounts and sellers who aren't brand-registered cannot create a Storefront.
Shoppers can find your store through:
Organic discovery is limited. Most store traffic comes from paid ads or external links you control.
At least once per quarter. Stores that are updated regularly see better repeat visitor rates and higher sales per visitor.
You should also update the store when:
Treat the store like a living merchandising asset, not a one-time design project.
A Storefront works when it's built like a shopping destination, not a brand brochure. That means: clear navigation, mobile-friendly design, product-first layout, regular updates, and performance tracking through Store Insights.
If your store hasn't been touched since launch, or you're not sure how to route traffic and measure what's working, that's where SupplyKick can help. We build Storefronts that convert, run the ad campaigns that drive traffic to them, and track performance so you know what's actually working.
We also handle the ongoing maintenance: seasonal updates, new product integration, layout testing, and creative refreshes so your store stays current as your catalog grows.
Want to talk through your Storefront strategy? Connect with our team and we'll walk through what your store needs to perform better.