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Amazon Storefront examples: how to create a branded store

If you’ve ever done competitor research on Amazon and wondered how other sellers appear so professional on the platform, you’re probably looking at an Amazon Storefront example. This little known but hugely powerful Amazon tool is quick to set up and easy to benefit from, and today you’re going to learn how.

What is an Amazon storefront?

An Amazon Storefront is essentially a mini Amazon website just for your brand. It works as a homepage for your Amazon products and any related content, allowing shoppers to browse through your products away from the main Amazon search results or homepage.

Having an area on Amazon dedicated solely to your brand has significant advantages for competing with Amazon’s 2,500,000 other active sellers.

Additional benefits also include:

  • An URL to use as a landing page for external ads and boost your organic ranking on search engines.
  • A place to create and foster a professional brand image of your own, separate to Amazon’s, that increases brand recognition and encourages trust.
  • Ensuring shoppers only see your products when clicking on your brand name – protecting your reputation and your customer’s interests.

How to create an Amazon storefront

If you have a Professional seller account on Amazon, creating an Amazon Storefront takes just four steps.

1. Enroll in Amazon Brand Registry

To create an Amazon Storefront, you must be enrolled in the Amazon Brand Registry 2.0. This is a program for brand owners and manufacturers who want to register, protect, and enhance their brand on Amazon.

To learn more, read this guide on Amazon Brand Registry, and follow the steps for registration.

2. Create your Storefront

To create your Amazon Storefront, head to Seller Central and select Storefront > Manage Stores from the top menu.

Under your band name, click Edit Store, and follow the on-screen instructions to upload your brand logo (at least 400 x 400 pixels) and add a page description.

Note: While your page description isn’t visible on the page itself, it is used as the meta description for search engines (the piece of text under the webpage name and link). Therefore, be mindful of SEO and customer intent when creating a description.

3. Design your Amazon Storefront

Now to the fun part – designing your storefront. Begin by previewing and selecting one of the pre-constructed or blank templates. Once the template loads, you can customize it by dragging, dropping, and arranging different content tiles to populate each page of your store with the following.


Product or brand images can be added on their own or with a text overlay to emphasize meaning. Images must be at least 1500 x 1500 pixels.


Videos are great for advertising your brand and products. They must be at least 1280 x 640 pixels and less than 100 MB, and they must not contain any links or references to external websites. Supported files include avi, mov, mpg, MPEG, m4a/v, and m4p.


Sections of text can be added to your storefront to tell your brand story, explain product features, or share a call to action. This text can be aligned left, right, or central, and can be accompanied by a “Shop Now” button.


Products from your Amazon inventory are added using keywords or ASINs, which auto-populates the price, primary image, and Amazon Prime badge (if applicable). There are a variety of different product tiles to select from, including:

  • Full-width and landscape tiles, which display the product title and description
  • Product grids and galleries, which show a series of products together
  • Best selling and recommended products, which can be regularly updated

Since your Amazon Storefront acts as a mini Amazon website, it’s useful to follow a similar design process to launching your own eCommerce website – making it easy to navigate, engaging to view, and compelling to buy from.

4. Submit for approval

Once you’re happy, click the preview button and submit to Amazon for review.

Amazon storefront examples

To fuel your inspiration, here’s a selection of Amazon Storefront examples that utilize different layouts and content to create professional-looking, high-converting stores.


If anyone should know how to create an effective Amazon Storefront, it’s Amazon itself. The AmazonBasics storefront demonstrates how to help shoppers navigate extensive product selections, through the use of a clear header menu and straightforward category tiles. The simple imagery also resonates with the AmazonBasics brand, while making the product selection feel less overwhelming and more compelling.


Aside from the cute product models, this Amazon Storefront example by Petcube is also an excellent illustration of how a storefront can balance product placement with key features. At a quick glance, customers can understand the product, get a feel for pricing, and Shop Now.  Even better, by featuring two products in different price ranges, customers don’t need to shop around beyond the store.

Kate Spade

This Kate Spade Amazon Storefront example shows how a simple dash of color can completely transform and brand an Amazon page. The use of pink in the images and tiles sets this storefront apart from the usual Amazon page, which helps customers better connect with the brand, leading to future retention and repeat visits. The “three essential cocktails” video is also a powerful technique of engaging customers through content, rather than the hard sell.


Casper isn’t just a good example of direct-to-consumer commerce; it’s also a great example of an Amazon Storefront. By combining straight and to the point product descriptions, alongside dreamy product photographs, shoppers can quickly browse and find the right mattress for them, without ever leaving the storefront. This increases the chance of conversion by reducing the need for product research and compassion with other brands.


Thone is a superb Amazon Storefront demonstration for brands with a strong story to tell. A powerful brand video is the main focus of this storefront – engaging and exciting customers with their brand mission. Adopting this brand-first approach suggests huge brand confidence, which translates into customer intrigue and trust in their products.

Selling on Amazon doesn’t have to mean you have to be one in a sea of millions. With these five Amazon Storefront examples to inspire you, you can create your own brand identity on Amazon that sets you apart, wins you customers, and helps you make a name for yourself.

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