Details Of Amazon Storefront | Including All The Things You Should Know

Do you know what the amazon storefront is all about? Amazon keeps making investments in new features, tools, and initiatives that help small companies on Amazon flourish, particularly those run by brand-registered sellers.

The capability to establish a specific Amazon Store is one of the Amazon Advertising services accessible to sellers registered with the Brand Registry.

An Amazon Store is essentially your own personal, brand-specific website on Amazon that enables registered brands to highlight their goods without being distracted by goods or advertisements from rival firms. It will have the appearance and feel of an actual online store, with Amazon’s enormous customer base.

Do you want to learn how to create an Amazon Store? Stay tuned as we walk you through making one for the Jungle Stix brand of bamboo roasting sticks from Jungle Scout. Let’s get going.

What is an Amazon Store?

A dedicated brand location on Amazon can be made using the free self-service advertising tool known as Amazon Stores. Making a store is a fantastic method to display all of your goods and raise brand awareness through a simple interface.

Stores were previously exclusively accessible to Amazon Vendors. Now, any independent vendor registered with Amazon’s Brand Registry is able to establish an Amazon Store.

A multipage Amazon Store can be easily created using pre-made templates or easy drag-and-drop tiles. Your own photos, videos, and descriptions can be added to your store to make it more unique.

Benefits of Amazon Stores

Get creative 

You have the chance to exercise your marketing imagination by creating eye-catching photos, infographics, or even movies for your goods.

We all understand the significance of your primary product photographs and your A+ content; now, you’ll have even more room to fully tailor the appearance and feel of your business.

Drive traffic directly to your Storefront

Your Amazon Store can receive direct traffic by using Sponsored Brands or Sponsored Display Ads. By doing this, you can steer clients away from the goods of your rivals. To drive visitors to your store, you can also use your personal social media accounts or email marketing.

The phrase “Visit the [BRAND NAME] Store” is also a way for customers to find your store.

No competitor ads

One of the main advantages of having an Amazon Store, in my opinion, is the absence of rival advertisements. On Amazon search results pages and even on product listings, sponsored products, and sponsored brand advertisements produce a lot of diversions. Customers will only see your brand on your store, though.

Curated brand destination

Your Amazon Store displays your top-selling products while educating customers about your brand. Customers may browse your whole product selection in your Store without having to look for each of your products separately. Additionally, you will get a unique “” URL. Using as an example: Junglestix

How to build an Amazon Store

We’ll create a real Amazon Store in this section for the Jungle Scout product line, Jungle Stix! Although we won’t need to create subcategory sites because the Jungle Stix brand just has one product, I’ll still walk you through how to do it.

It is advisable to produce fresh photos and infographics, especially for your Amazon Storefront. Change things up to draw customers and provide them with additional visual information about your products. Don’t utilize the same images that are on your listing page. I’ll provide some excellent examples below to help you get started.

Always read through Amazon’s creative guidelines for Stores before producing any photos or videos. We advise employing a skilled Amazon freelancer to produce high-quality, Amazon Store compliance photographs if you’re not brilliant at graphic design or confident in your product photography.

On YouTube, we also have a great video that shows you how to set up an Amazon Storefront. Look it up! Building a Free Storefront with Amazon: A Step-by-Step Tutorial

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Step 1: 

Click “Manage Stores” under the “Stores” tab in Seller Central.

Step 2:

Select your brand and then click “Create Store.”

Step 3:

You are now in the Store builder. Entering your brand display name and logo is the first step. Next, select “Next.”

Step 4:

Let’s design a Home Page now, which will be the first thing clients see when they enter your store. Amazon will offer you a few alternative templates to pick from; you may showcase a top-selling item, tell a story about your business, or grid-display all of your products at once. With a blank page, you can also start from scratch. We’ll select the “Product Highlight” template for Jungle Stix.

For the home page, you must also add a meta description that informs search engines about your page. This brief paragraph will not only improve the Google search ranking of your Amazon Store, but it will also give potential customers an overview of your company and products. Make it interesting and informative.

Step 5: 

Build your store now! Page sections, pictures, and thumbnails for product listings can all be added here.

How to add new pages for each subcategory

The “Home Page” is present by default. Customers will be able to access subcategory pages from the main page by navigating to them.

Select “add page” on the left-hand side.

Enter the page’s title, the subcategory’s description, and the template you want to use. Let’s say, for illustration purposes, that we require a subcategory page for Jungle Stix air fryers. We’ll choose the “Product Grid” template for this page so we can present all of our various air fryer products at once.

Toasters will be added as another subcategory so you can see how the home page’s tabs are filled with information from other subcategories.

You can make a drop-down menu from the tab of the subpage if you want to further categorize products inside a subcategory. I could make a drop-down menu to filter my air fryers by color, for instance, if they come in a variety of hues.

By selecting the tab you want to change (in this case, “Air Fryers”), then “Add page,” you can add drop-down menu options. You can notice in the image above that I’ve added “blue air fryers” and “red air fryers” to the drop-down option for the “Air Fryers” subcategory. You can notice a tiny triangle next to “Air Fryers” in the preview, which designates the menu.

Before I post my Store, I’m going to remove that part because Jungle Stix does not sell air fryers. To remove.

Adding a header

I will now update our Store’s “header” area with a banner image. The header is crucial since it enables you to build your brand by using your logo or another branded image, which lets your customers know they’re at your store. To get the precise proportions before constructing the banner, always remember to read Amazon’s creative rules. Additionally, Amazon will remind you about the required image size for the upload widget.

Click on the header area of your Store, which is displayed above, to upload a banner image. It is situated at the very top of your home page, as the name would imply.

How much does an Amazon Storefront cost?

The Amazon Store is totally free. All you have to do is adhere to the standards outlined above (a seller enrolled in Brand Registry, a vendor or an authorized agent).

Amazon Stores do, of course, encourage customers to purchase your goods through Amazon, which generates referral revenue, FBA fees, etc.

What are some good examples of Amazon Stores?

The finest Amazon Stores highlight essential product attributes and display a wide variety of products with good photography. Here are a few of the highlights.

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In their store, Sony performs a great job of adding aesthetic components to their whole product range:

To motivate clients, Sony offers a wonderful combination of video, images, and product links.

To offer a more complex experience, they have also inventively used tiles. For instance, their comparison table for wireless headphones is actually a “shoppable image” tile that combines a static image with several products “interaction points” on the thumbnail product images.

Mother Dirt

Mother Dirt employs incredibly powerful, distinct visuals to convey its narrative and product line. They also have a fantastic page called The Science, which demonstrates the breadth and expertise used in developing their brand.

One of the main advantages of Amazon Stores is the availability of custom pages where you can showcase any information you desire.

Your store should actually highlight the advantages of the brand rather than just having a nice-looking microsite.

Two Keys

We were particularly interested in making sure we visually communicated all of Two Keys’ greatest aspects because they were a client of ours. They not only offer a fantastic product, but they also provide to wildlife charities and have been highlighted in print and television media. To new clients, we wanted to convey that.

To help build the brand on Amazon, we developed a “story” page similar to what Mother Dirt did. Naturally, having excellent product photography is crucial to your success with an Amazon Storefront.

What is the approval process for Amazon Storefronts?

The fact that your initial store design and any modifications to it must be submitted to Amazon for approval marks one significant distinction between owning an Amazon Store and operating your own independent website.

Amazon is conscious that it reflects poorly on them if your store is not of a good grade, just as your brand benefits from the association with Amazon by having a store housed on their website.

As a result, Amazon Stores’ Creative Acceptance rules are extremely thorough. These are largely in line with Amazon’s other content regulations, and experienced sellers will be familiar with many of the provisions.

However, because there are so many rules, it’s simple to break one of them and have your changes rejected. It pays to check your store design against the policy in advance because you will then need to redesign it and go through the approval procedure once more.

The following are some of the main causes of rejection:

  • References to specific pricing or discounts.
  • Unsubstantiated product claims.
  • Customer reviews from outside Amazon.
  • Poor quality or badly resized images or videos.
  • Misspellings, incorrect grammar, or bad punctuation.
  • Including any contact details, which include hashtags and social media @ handles.
  • Speaking directly to the customer, such as using “you” or “your”.
  • Text or interaction points obscure key parts of an image, whether viewed on desktop or mobile devices.

Additionally, certain nations have different standards. Customer reviews, for instance, are completely prohibited from display in Japan, while health claims are subject to extra limitations in Australia.

Depending on how busy the teams are, approval can take anywhere from two to seven days, in our experience.

Do I need to translate my Store for multilingual sites?

Multiple languages are supported on certain of Amazon’s websites, including English and Spanish in the US.

For Storefronts, Amazon provides the translation. Your store design will typically be translated within five business days after it has been submitted and approved. The usual language selector in the navigation bar at the top of the Amazon website can be used to access the translated version.

The translation process is redone if a new shop design is submitted, and Amazon will not translate text that is incorporated in images or videos.

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Can I schedule Amazon Store design changes for holiday events?

For many sellers, holidays like Halloween or Valentine’s Day present excellent sales chances, so customizing your Amazon Storefront with pertinent pages and products is a smart marketing move.

Although Amazon does offer to schedule of shop changes, you may also just submit changes to your Store and wait for them to go through the moderation process and be published as soon as feasible. You can complete the work in advance and your timing won’t be impacted by moderation delays if you schedule your modifications to take effect at a specified time and date.

The scheduling of Store updates to advertise events is subject to guidelines. Changes for one-day occasions, like Halloween, should go into effect no later than six weeks beforehand and be taken back out within one to two days.

The adjustments should be implemented for major sales like Black Friday no later than seven days beforehand and removed again within a day of the event. Changes should be implemented no later than eight weeks before lengthier seasonal events, like Christmas, and then be undone no later than one week following.

Scheduling can also be utilized to coordinate Store modifications with brand-new product launches and other events, like that.

How can I tell if buyers are visiting my Amazon Store?

Along with the shop builder, Seller Central or Amazon Advertising, both have a straightforward analytics tool for Amazon Storefronts called “Store Insights.”

Store Insights offers data on how customers are finding your store, overall sales, the effectiveness of each page, and more. You may then make better design and content changes and increase the effectiveness of your store’s promotion using this information.

In-Store Insights, you can also view graphs of traffic and sales over time. Here’s an illustration:

It should be noted that product sales can be classified as either “direct sales” or “halo sales.” Direct sales are items that a buyer buys after viewing a store page where that particular item was displayed. Halo sales are brand purchases when the product was not displayed on the shop pages that the customer browsed, which means that your business as a whole may have affected their choice rather than a specific product.


There is simply no excuse for you not to utilize Amazon Stores if your brand is registered on Amazon.

We hope that this step-by-step manual motivates you to keep developing your Amazon brand.

Do you still have queries regarding Amazon Stores? Comment below and let us know!

Want to know more about how Jungle Scout can support your Amazon business development, expansion, and management?

Frequently Asked Question

What is the purpose of an Amazon Storefront?

Small and medium-sized enterprises can use Amazon Storefronts as a platform to sell their goods directly on Amazon. Small and medium-sized enterprises can sell their goods directly on Amazon thanks to Amazon Storefronts.

How do I navigate to Amazon storefronts?

When logged into Amazon Marketing Services, the Stores link is located at the top of the homepage (primary navigation bar). On the Seller Central homepage’s main navigation bar, sellers can now visit their Amazon Store. Under the “Storefront” page, sellers can access the Stores functionality here (link).

Lastly, please visit the Moden News homepage and also check out our review category, for more essential information.

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