An Amazon Storefront is a free, customisable multi-page shopping destination for your brand on Amazon. Available to Brand Registered sellers, it lets you showcase your full product range in a branded environment — away from competitor ads and distractions.
What Is an Amazon Storefront?
Your storefront is essentially a mini-website within Amazon. It has its own URL (amazon.co.uk/yourbrandname), multiple pages, custom layouts with images and text, and can feature your full product catalogue organised however you choose.
Unlike regular product pages where competitor ads appear, your storefront shows only your products. This makes it an ideal destination for advertising campaigns and external traffic where you want to showcase your brand without distractions.
Setting Up Your Storefront
In Seller Central, go to Stores > Manage Stores. Click "Create Store." You will choose a brand name, upload a logo, and begin building your pages using Amazon's drag-and-drop Store Builder.
The Store Builder offers templates and content tiles including image banners, product grids, text blocks, video, and shoppable images (where customers can click on items within an image to view products). Arrange these tiles to create a layout that tells your brand story and guides shoppers through your product range.
What to Include
Your homepage should feature a strong hero banner that communicates your brand identity, followed by featured products or best sellers. Create separate category pages to organise your products logically — for example, a kitchenware brand might have pages for cooking tools, storage, and drinkware.
Include lifestyle images showing your products in context. Use text sparingly but effectively — short brand statements, key selling points, and quality indicators. The goal is to create an experience that builds confidence in your brand and makes it easy to find and buy your products.
Driving Traffic to Your Storefront
Sponsored Brands ads can link directly to your storefront (or specific pages within it). This is powerful because the traffic lands in a branded, competitor-free environment. External traffic from social media, email marketing, or your own website can also be directed to your storefront.
Amazon provides Storefront insights — analytics showing page views, visitor counts, and sales attributed to your store. Use this data to understand which pages perform best and optimise accordingly.
Is It Worth the Effort?
Building a storefront takes a few hours. Maintaining it (updating products, seasonal content) takes minimal ongoing effort. The benefits — a professional brand presence, competitor-free shopping experience, and a destination for advertising traffic — make it a no-brainer for Brand Registered sellers.
Even if your store gets modest direct traffic initially, it serves as a conversion tool for Sponsored Brands campaigns. Shoppers who land on a professional storefront are more likely to purchase than those who land on a single product page.