An Amazon Storefront is a free, multi-page brand shop hosted on Amazon, available to sellers and vendors enrolled in Amazon Brand Registry. It gives a brand its own URL on Amazon, a custom layout with images, video and product grids, and a place to group products by category or use case. The best practices that move sales are clear navigation, shoppable imagery, fast updates for seasonal ranges and using Storefront traffic data to decide what to change.
Who can create an Amazon Storefront?
To build a Storefront you need an active Amazon Brand Registry enrolment, which requires a registered or pending trademark in the countries where you sell. Third-party sellers in Seller Central and first-party vendors in Vendor Central can both create one. There is no fee for the Storefront itself.
You build it in the Stores builder, found under Stores > Manage Stores in Seller Central, or through the Amazon Ads console. Each Storefront goes through moderation before it publishes, and every later change is reviewed again. Review usually takes a day or so, but plan for longer before peak events such as Prime Day or Black Friday.
How is a Storefront structured?
A Storefront is made of pages, and each page is made of tiles. Amazon provides templates (Marquee, Product Grid, Showcase) that you can customise, or you can start from a blank page.
- Brand header: logo and a hero image or video across the top, shown on every page.
- Navigation bar: links to up to three levels of subpages, for example Home > Skin Care > Moisturisers.
- Tiles: image, image with text, video, product, product grid, gallery, shoppable image and best sellers or recommended products.
- Product tiles pull live price, availability and Prime badge information from the listing, so they stay accurate.
Most strong Storefronts have a homepage that explains the brand in one screen, category pages that mirror how shoppers think about the range, and one or two pages built around use cases or bundles.
Best practices for structure and navigation
Organise pages around the shopper’s decision, not your internal product codes. A coffee brand might have pages for whole beans, ground, capsules and equipment, plus a “Find your roast” page grouped by taste. A shopper who lands from a sponsored ad should reach the right product in two taps.
Keep the navigation shallow. Two levels are usually enough for ranges under a hundred products. Deeper trees hide products, especially on mobile, where the navigation collapses into a menu. Name pages the way customers search (“Running shoes”, not “Performance range FW26”).
What content works best on a Storefront?
Storefronts behave more like a landing page than a catalogue. Content that answers questions and shows the product in use tends to work better than repeating listing images.
Shoppable lifestyle images
Shoppable image tiles let you tag up to several products inside one photo. A styled room shot for a home goods brand, with each item clickable, shows scale and context that white-background listing photos cannot.
Short video
Video tiles autoplay without sound on many placements. Keep them short, show the product within the first seconds and add text overlays, because many shoppers will not turn sound on.
Comparison and guidance
If your range has several similar products, a simple comparison image (size, capacity, use case) reduces confusion and returns. Keep text in images large enough to read on a phone screen.
Image specs to follow: Amazon recommends hero images of at least 3000 x 600 pixels for desktop width, and tiles have their own minimum dimensions shown in the builder. Always check the mobile preview, since tiles stack differently there.
How do you drive traffic to an Amazon Storefront?
A Storefront does not attract much traffic on its own. Shoppers reach it through the brand name link on product detail pages (“Visit the X Store”), but most growth comes from deliberately sending people there.
- Sponsored Brands ads can land on a Storefront page rather than a single product. Match the landing page to the keyword: a “vegan protein” ad should land on the vegan page.
- External traffic from social media, email and influencers can point to the Storefront URL. Add Amazon Attribution tags to measure it, and Brand Referral Bonus may apply to qualifying external sales.
- Posts (Amazon’s social-style feed) can link through to products and build follower counts on the Storefront.
- Use the short vanity URL (amazon.com/yourbrand) in packaging inserts and printed material.
Measuring what the Storefront does
The Stores Insights dashboard shows visits, visitors, views per visit, sales attributed to the Storefront within a 14-day window and units sold, broken down by page and traffic source. Tagged external links appear as separate sources.
Useful questions to ask of the data each month:
- Which pages get visits but few sales? The products or the layout on that page probably need work.
- What share of traffic comes from ads versus organic brand links? A Storefront that depends entirely on paid traffic will drop when budgets pause.
- Do views per visit fall on mobile? Long pages with large text images often frustrate phone shoppers.
- Which tiles get clicked? Move the strongest tiles higher and remove the ones nobody uses.
Common Storefront mistakes to avoid
Many Storefronts are built once at launch and then left alone. Out-of-stock products remain in grids, seasonal banners stay up for months and new products never appear. That signals neglect to shoppers.
Other frequent problems include copying the brand website’s design so closely that text becomes unreadable on mobile, adding claims that moderation rejects (such as “best seller” without proof, or health claims), and putting every product on the homepage so nothing stands out. Each rejection delays the next update, so read Amazon’s Stores creative guidelines before submitting.
A monthly Storefront checklist
Run through this list once a month and before major sales events:
- Remove or replace out-of-stock products in grids.
- Update the hero image for the current season or promotion.
- Add new products to the right category pages.
- Check the mobile preview of every page.
- Review Stores Insights for pages with high visits and low sales.
- Confirm Sponsored Brands campaigns land on matching pages.
- Schedule event pages (Prime Day, Black Friday) at least two weeks ahead to allow for moderation.
Where to start this week
If you are enrolled in Brand Registry but have no Storefront, build a simple version now: a homepage with a hero, one short brand video and product grids for your top two categories. Submit it, then point one Sponsored Brands campaign at it. If you already have a Storefront, open Stores Insights, find the page with the most visits and the fewest sales, and rework that one page first. A focused fix on one page usually teaches more than a full redesign.
Keep reading: What Is Amazon Storefront? · Amazon