November 18, 2022

How to Make an Amazon Storefront – Complete Guide

As an Amazon seller, you're likely looking for ways to put your products ahead of the pack. The good news is that there are ways to do it. The right strategies and tools make all the difference.

One tool you may have heard about is an Amazon storefront, and it's powerful. You will enjoy benefits ranging from improved brand growth and sales to enhanced customer data to grow your Amazon business further. Best of all, it is free with your Amazon seller account. Who doesn't love free?

If you don't already have an Amazon storefront, it's time to create one. This blog lays out everything from what a storefront is and why you need one to helpful tips for effective design and how to build your storefront.

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What Is an Amazon Storefront?

An Amazon storefront is a virtual, scaled-down ecommerce website on the platform. It’s exclusive to your company and acts like a traditional website so that you can:

  • Showcase your brand logo and colors
  • Convey your brand story
  • Show the entire range of products you sell on Amazon

Who Can Open an Amazon Storefront?

Any Amazon Brand Registry member can have a storefront. To be a member, you must have a registered or active trademark in the countries you sell. You can include as many trademarks as you like, and Amazon also allows for joint trademarks, which cover multiple people or companies. For a closer look at creating a trademark in the US, click here.

Benefits of Having an Amazon Storefront

A key benefit of Brand Registry membership is protection from intellectual property infringement and theft. You get access to special tools and a team of investigators for addressing copyright violations 24 hours a day/7 day a week.

All of these traits lead to less competition and more sales for you, and more support for your brand. Still, your storefront brings other benefits you're going to like. Here are some biggies.

You Promote Brand Awareness

A professional Amazon store with your brand name, logo, and your entire range of products strengthens your brand identity. Your customers get closer to your Amazon business, brand story, and offerings, leading to increased brand recognition and sales. But this only scratches the surface. Your storefront can:

  • Act as a landing page for your ads and blogs when cross-selling.
  • Showcase your logo and customized headlines with sponsored ads.
  • Increase legitimacy to gain customer trust.
  • Set your brand apart from your competition.
  • Give access to premium features that improve customer experience.

You Get Comprehensive Analytics

In ecommerce, data analysis is king. Amazon storefront users get access to data analytics to help improve brand, product listings, and marketing strategies. You get the latest data on

  • Visitor numbers to each product page
  • Page views of your storefront
  • Overall and per product sales
  • Popular search words and terms.

There are No Ads from Competitors

One rather annoying aspect of a standard Amazon listing is that there is very little keeping customers from clicking on competing products. See the image below. Competitor products show up on every product page.

There are No Ads from Competitors

Your storefront is different. It won't display ads from your competition, helping you keep customers on your Amazon brand pages longer, immersing them deeper into your brand story and your products. There are no competitor ads in the storefront image below.

There are No Ads from Competitors

Creating an Amazon Store

Amazon's pre-made and customizable templates make store setup simple. Start by collecting all your elements, such as

  • Your brand and product images
  • Pages and brand story copy
  • Your product listings
  • Any custom graphics
  • Any videos.

After that, follow the steps below.

Step 1. Create Store

Here are steps for setting up an amazon storefront.

  1. The first step to open an amazon storefront is to head to the Brand Registry page and select the countries that apply to your trademarks. Your registered trademark should have your brand name on it and match your packaging.
  2. Verify that you are the brand owner and have an active seller central account or a vendor central account.
  3. Now log back into your seller central or vendor central account and click "Stores" at the top of the page. Inside Stores, click "Manage Stores."
  4. Click "Create Store"
  5. Select your brand and click "Create Store" again.

Step 2. Build your Amazon Store

With the above steps complete, Amazon will direct you to the Store Builder section.

  1. In the Brand Display Name section, input your name and make sure the name is similar to your brand.
  2. Upload your logo at 400 x 400 pixels. You can choose to hide it or keep it visible. Once done, click "Next."
  3. Choose a template for your homepage by selecting one of the drag-and-drop pre-made templates or a fully customized template.
  4. Type in your meta description. Like any website, your meta description is integral to your site ranking online, so word it carefully. It should be short and engaging to create an instant click by readers. Once completed, click "Save."

Step 3. Design Your Amazon Storefront

Now, you can start customizing your store design!

  1. Drag and drop sections of the template as needed, and add your text, image, and video to create the perfect look and feel for your online store.
  2. Create a header showing your brand name, logo, or image. To create your header:
  • For tips on creating Amazon storefront headers, view Amazon's headline advice page.
  • Click the header box at the top of your homepage
  • Follow the prompts to load your hero image, which will be the predominant image. Be sure your image is at least 3000 x 600 pixels and resembles your brand.

Step 4. Add Products

Each section has product tiles. There are a few ways to add products to each tile. You can load one at a time or load multiple at once. The easiest way to load images is to log into your seller central account and click "inventory" on your dashboard. Once there:

  1. Select "Add a product" or "Add products via upload."
  2. Go to your store design and click a tile.
  3. Select "Product"
  4. Select the image you want, or select "Add" if you're going to load a new image or replace one later. You'll see that both the image and price load automatically.

Step 5. Add Pages

Like any website, you can add pages to your storefront. For instance, if you are a lamp seller, you can create pages for product listings that correspond to different types of lamps, such as wall lamps, table lamps, chandeliers, etc.

You can even add pages within pages! Here is how to create an amazon shop page:

  1. Go to the store builder main menu and select "Add page"
  2. Add a title
  3. Add a meta description for page
  4. Select a template design
  5. Select "Create page"
  6. The page will now show as a tab on your homepage.

With your page created, you can build additional drop-downs and sections to display everything from images to videos and text with links. Simply click on the page tab and select "Add page."

Step 6. Publish your Amazon Storefront

Publishing changes makes your storefront live for your customers. Take a moment to "Preview" your page design and navigation and make any corrections. Look for grammatical errors, image and price details, brand images, and bugs. You can also take this time to gain feedback from others on your team or third-party reviewers.

When done, click "Submit for publishing." The application approval process to open an amazon storefront is 24-to-72 hours. Once it is up, you can make changes freely to improve sales and keep your site looking fresh.

How to Be More Creative with Your Amazon Storefront

All storefront elements should work together to support your brand image in ways that increase recognition, legitimacy, and engagement. Here are some ways to do it.

The elements you choose should work cohesively to support your brand's look and image. Consider aspects like the fonts, background colors, and overall tone and feel. For instance, the Leapfrog storefront combines fonts and colors that emphasize products for children.

Use Designs that Matches your Logo
Use Designs that Matches your Logo

Showcase Real Customers Using Your Products

Using people in your images and videos gives customers a real-life understanding of each product's size, look, and feel. Viewers also learn how to use the product correctly. You can also showcase your ideal customer in action for added brand identification. The WORX Storefront demonstrates how to use their tools very creatively.

Showcase Real Customers Using Your Products
Showcase Real Customers Using Your Products

Organize Your Products Into Categories

Buyers don't have time to waste, so make shopping easier by grouping items into categories that solve their needs, even ones they didn't know they had yet. You can also highlight new product listings since people gravitate to the latest and greatest. Furrino Stores has several categories so customers can quickly find the furniture they want.

Organize Your Products Into Categories
Organize Your Products Into Categories

Highlight Your Brand Values

Promoting your mission statements as part of your brand messaging adds a human element to your company. 82% of shoppers want a consumer brand’s values to align with their own. Positive brand messaging can really drive sales. For instance, Amy Myers emphasizes its commitment to delivering natural, chemical-free products for good health.

Highlight Your Brand Values
Highlight Your Brand Values

Boost Traffic to Your Amazon Storefront

Your storefront has its URL, making it easy to double as a landing page for any marketing and advertising initiatives. Here are some ways you can use it to build traffic.

Sponsored Brands Ads are ads within Amazon that include your logo and a customized headline. They appear in relevant shopping results and product detail pages to draw customers away from your competition. Customers who click on your brand ad are taken directly to your storefront. You can improve its effectiveness by getting creative with your imagery, videos, and headlines. A similar strategy can be done for specific products, where the customer is directed to a specific product.

Social Media Marketing

As of 2022, 50% of the world uses social media, so it just makes sense to harness it as a marketing tool. Your storefront is an effective landing page for social media posts and ads. You can create posts that give viewers a taste of who and what you are and then link them directly to your storefront.

To go a step further, work with influencers. Overall, 61% of users trust influencer recommendations, so you stand to benefit when using them as added content or cross-promotion.

These are just a peek at how to make social media work for you. For a deeper look, see our full article on social media marketing.

Email Marketing

Your storefront has a URL that you can link to your email campaigns easily. Include the URL on your email messages to encourage readers to visit your store. Once there, they have everything they need to buy. Read our ten best email marketing campaigns to get more creative ideas.

Metrics You Should Be Tracking on Storefront

When doing your data analysis, keep a close eye on the following metrics on your insights dashboard. They come standard with your Amazon seller central account.

  • Traffic readings on the number of storefront visitors per day
  • The number of unique and repeat views of your storefront per day
  • The total sales from visitors within 14 days of visiting your store
  • The number of units sold within 14 days of their last visit.

You can boost profitability further with outside tools. Semrush Product Research for Amazon app offers the latest data on your product demand, products that sell most often, and your ROI, along with built-in calculators. All data points clarify what is and isn't working so you can predict costs and improve your profits.

Final Thoughts

By following the steps and recommendations above, you'll be one step closer to going from a hidden brand to one that shoppers know by name and will buy from again and again. Along the way, you get advanced brand and product protections and more ways of marketing yourself on and off the site. You also collect crucial customer data to help you stay up on customer trends and boost brand recognition on Amazon's platform. And best of all, it's free with your Amazon seller central account.

The Amazon storefront is a gift to you, and it’s worth taking!

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People Also Ask

What is the purpose of an Amazon Storefront?

This microsite on Amazon provides important protections for your brand and your products. Along the way, you showcase your brand and full range of products. You stand apart from your competition and gain essential customer data and marketing benefits to maximize profits.

How long does it take to set up an Amazon Storefront?

You can set up your store within a week with some planning. We recommend professional help with images, videos, logos, and copy. Once that’s done, it’s simply a matter of uploading content and requesting Amazon approval. The turnaround time runs between 24 and 72 hours after you submit your design.

Read More

Along with a storefront, Brand Registry Sellers also get access to A+ content to improve their product listings. Learn more about what A+ content is and how to use it to get more sales!