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"Creating an Attractive Amazon Storefront in 2022"

Updated: May 24, 2022

A well designed Amazon storefront displays your brand message and increases conversions for the sellers who are willing to put in the time.

Amazon Storefronts have given Brand Registered sellers the opportunity to present their range of products in one place in a way that truly represents their brand. It also helps Amazon shoppers learn more about your brand story and discover your complete product portfolio.

Benefits of Creating a Beautiful Brand Storefront

Here are some other important benefits:

  • Help Improve Conversion Rates

  • Increase Product Sales and Average Cart Value

  • Lower PPC Costs

  • Generate Higher Customer Loyalty and Repeat Purchases

  • Provide a Better Overall Shopping Experience for Your Customers

What is an Amazon Storefront?

An Amazon Storefront is a platform for Brand Registered businesses to display, organise, and sell all their products in one easy location. It’s basically like having an virtual retail store within a marketplace (Amazon), where you showcase and organise all of your products on “virtual shelves.”

With over 2.5 million businesses that sell on Amazon today, it is super important to find ways to stand out from the competition and make your brand memorable! Adding an attractive Amazon Storefront for your brand has become even more essential, if you want to win on Amazon.

How to Create an Amazon Storefront

Enroll in Amazon Brand Registry 2.0:

Before you can create an Amazon storefront for your brand, you must enroll in Amazon Brand Registry 2.0. Obtaining Brand Registry unlocks a suite of free tools designed to help you build, promote, and protect your brand. Plus, it helps to create a better shopping experience for your customers.

After, you will be ready to complete the following steps:

  • Sign in to your Amazon Seller Central or Amazon Vendor Central account

  • Supply your brand name (must match the active registered trademark)

  • Provide your government-registered trademark number

  • List the product categories that apply to your brand

  • List the countries that manufacture and distribute your brand’s products

Amazon will then review your application. They will contact the individual associated with the registered trademark and ask additional questions to see if your company meets the Amazon Brand Registry 2.0 requirements. Your approval timeline will vary. It ranges anywhere from 24 hours to over a month before you’re ready to create your Amazon Storefront.

When Amazon has approved your application, you will receive a verification code that you can use to enrol in the program.

Setting up Your Amazon Store

Hooray! You’ve made it through the first initial steps of getting enrolled. Now, it’s time for the fun steps to create your Amazon store.

  • Log into your Amazon Seller Central or Amazon Vendor Central account

  • Click “Storefront” from the main navigation bar

  • Select “Create Store” on the following page

  • Choose your brand’s name from the pop-up box

  • Click “Create Store”

If you’re having trouble finding your brand’s name in the pop-up box, make sure you’ve completed step #1 with Amazon Brand Registry 2.0. Only approved brands will appear during this step.

You’ll then be prompted to add your brand name and logo. While this is a fairly straightforward process, some companies mess up by selecting a brand name that isn’t easily recognisable to their customers.

For example, say your “formal” brand name was Apple Inc. Although this may be what you have on all your paperwork, your customers are unlikely to search “Apple Inc.” Instead, they’d probably just search “Apple,” so it would make more sense to label your storefront as such.

Make your brand easily recognisable with a logo of at least 400 x 400 pixels. Logos are an important part of branding, so don’t skip this step!

Formatting Your Amazon Storefront Design

After you’ve created your store, Amazon will take you to its store builder. If you’re concerned about creating an appealing design, don’t worry! Creating your own Amazon Store is much like using a website builder. You’ll be able to customize your design by dragging and dropping content “tiles” into a pre-created layout.

Here are the different elements that you’ll need to consider during this process:


Product or brand images can be added in the Amazon Store. They must be at least 1500 x 1500 pixels, and they can be added on their own or with text overlay.


Videos are a compelling way to advertise a product. Videos must be at least 1280 x 640 pixels and less than 100 MB. Keep in mind that they must not contain any links or references to external websites.


Adding a text tile is one of the best ways to:

  • Tell your brand story

  • Display memorable marketing taglines

  • Highlight useful benefits

  • Explain product features

  • Share a call to action


Products from your Amazon inventory can be added to your Amazon Store using keywords or ASINs. This will auto-populate the price, primary image, and Amazon Prime badge (if applicable).

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