Amazon Storefront Can Transform eCommerce Sales

Back in 2018 Amazon Storefronts was launched to promote small businesses. Since then it has transformed into a tool that allows brands to set up their own unique Amazon web store and stand out from other sellers.

What is Amazon Storefront?

Amazon Storefront enables sellers to create a branded store on Amazon. On this dedicated web page they can promote their full range of products and create content that communicates their brand story.

This dedicated web page allows Amazon shoppers to browse a brand's full product range in one place. Videos photos logos and other branded content can also be used to build a positive eCommerce user experience.

An Amazon Storefront is like a mini eCommerce store. With more than 1.5 million active sellers plying their wares on Amazon this is a great way for brands to stand out and build a unique presence on the platform.

Creating an Amazon web store is one of the few ways brands can showcase themselves on the marketplace. However it's worth noting that this feature is only available to members of the Amazon Brand Registry.


6 Ways Brands Can Maximize eCommerce Conversions in 2023

The benefits of having an Amazon Storefront

An Amazon Storefront provides brands with the opportunity to get ahead in this crowded and competitive marketplace. Let's take a closer look at some of the benefits that come with having an Amazon web store.

It builds brand awareness and visibility

Shoppers can click through to your storefront from an Amazon product page or a Google search result. Here they can learn more about your brand your products and your USP.

Even if they don't convert they will be left with a memorable impression of your brand that could lead to future sales.

Amazon Storefront can increase sales

Those who click through to your Amazon Storefront can discover your full product portfolio. This provides brands with an opportunity to cross-sell and upsell their products to interested shoppers.

Businesses can also use their Amazon brand page to direct shoppers to the products that are most relevant to them. They can set up bespoke categories such as gift ideas or trending products. They can also create dynamic content which highlights bestsellers or recommended products. This means visitors are more likely to find what they're looking for and convert.

Open up new marketing opportunities

An Amazon brand page comes with its own unique URL. This memorable and on-brand web address makes your Amazon brand page easily accessible to loyal customers who want to make repeat purchases.

You can also drive shoppers directly to your Amazon web store through external channels such as social media or email. You could even use it as a landing page for shoppers who click on sponsored ads.

It puts customers first

You might want shoppers to go straight to your website to make a purchase. But the reality is many of them prefer to shop on Amazon.

61% of shoppers start their product research here and with Amazon Prime membership exceeding 200 million it's clear that customer-centric brands need to have a strong presence on Amazon.

It provides new insights

Your Amazon Storefront comes with its own set of analytics which provides sales data traffic sources and other useful stats. Brands can use this data to optimize their ad campaigns and inform their overall marketing strategy.

How to create an Amazon Storefront

Creating your own Amazon web store is pretty straightforward for brands that own their own trademarks. Here's what you need to do.

Step 1: Join the Brand Registry

Only members of Amazon's Brand Registry can set up an Amazon Storefront. Membership is free but it's only open to brands that own a registered trademark.

If you haven't got an active trademark you'll need to register one. It's worth the effort because of all the perks that come with being a member. As well as access to Amazon Storefronts members can take advantage of Amazon A+ Content enhanced brand protection sponsored brand ads and Amazon Analytics.

Step 2: Create your Amazon web store

Choose 'Stores' from the selection of tabs that appear at the top of your Amazon Seller Central account. You can then click 'Manage Stores' from the dropdown menu.

If you have more than one trademark listed with the Brand Registry you can choose which one you'd like to create a store for.

Alternatively if you've hired a third-party to set up your Amazon Storefront you can provide them with access to your Amazon web store. They'll need to set up an Amazon advertising account before you can give them access.

Step 3: Add your logo

First off Amazon will ask for your brand name and logo. Brand names are limited to 30 characters and your logo must be 400x400 pixels. After this initial requirement the rest of the design is set by you.

Step 4: Fill out the meta description

Like any other web page your Amazon Storefront can appear in Google search results. The meta description is the text that will appear to shoppers on Google so make sure it captures their interest.

The meta description text box appears at the top of Amazon's store builder.

Step 5: Lay out your home page

Amazon's store builder features a variety of page templates and an intuitive drag-and-drop editor. It is similar to website builders like Wix which means no coding is required.

Marketers can simply fill out a preset template. The 'Marquee' design is ideal if you want to highlight your brand story while the 'Product Highlight' or 'Product Grid' templates will promote your product offering.

Alternatively you can use the editor to rearrange the elements of each template to create a completely unique layout. Images and videos can be added to craft an immersive brand experience.

To drive traffic and conversions you can also link to product pages. All you have to do is enter a product ASIN when editing a section and the editor will do the rest.

Be sure to follow Amazon's advice on image sizes or they could appear incorrectly. The page builder will prominently display this information as you edit.

Step 6: Add more pages

Brands can share their complete product catalogue in a user-friendly way by creating extra pages. Each one will appear as a clickable tab at the top of the home page. This makes it easy for shoppers to navigate your store and discover more products.

To do this you need to click 'Add page' and then choose a template design. Brands usually create pages to match their product categories. For example a clothing brand might set up pages for men women kids and accessories. But pages featuring gift ideas new releases or special deals work well too.

Step 7: Preview and submit

Once you've completed your Amazon Storefront you can preview it to see how it will look across different devices. Once you're happy with the design click the yellow 'Submit for publishing' button.

The team at Amazon will then review your store. Usually you'll receive approval within 72 hours. However sometimes submissions are rejected. The most common reasons for this are the inclusion of unsubstantiated product claims or contact information. You can find out more about Amazon's content policy here.

Amazon storefront examples

From Apple and Coca Cola through to Dove and Samsung many of the world's biggest brands have an Amazon Storefront.

You're sure to find plenty of inspiration from within your industry but here are a couple of Amazon storefront examples worth checking out.


Lego's Amazon home page is relatively simple. It features a powerful brand video and eight images that take shoppers to different product categories.

As well as the latest releases and bestsellers it has created pages that allow shoppers to browse Lego products by age group. This makes for a great user experience.


Listerine does a great job of communicating the USP of its products in a clear and concise way. It also promotes its charity partners with colourful images and eye-catching graphics highlighting its brand values in an effective way.

We also like how its product pages are interspersed with visually pleasing graphics.


Because of its immersive home page Columbia is one of the best Amazon storefront examples that we came across. The outdoor clothing brand uses a lifestyle hero image to immediately let shoppers know what its brand is all about.

Further down the home page full width videos and more lifestyle images are interspersed with product grids and special deals.

Final thoughts

Amazon is the go-to eCommerce platform for millions of shoppers around the globe. It's essential that brands build a presence here and creating an Amazon Storefront is probably the best way to do this.


6 Ways Brands Can Maximize eCommerce Conversions in 2023

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