What an Amazon Storefront is and who needs one
An Amazon Storefront is a branded page on Amazon where you display your products in a custom layout. If you sell on Amazon as a professional seller, you can create a storefront to organize your catalog by category, brand, or product type — giving customers a single place to browse everything you offer instead of searching through individual listings.
You need a Professional Selling Plan to create a storefront. This costs $39.99 per month and gives you access to tools like bulk uploading, advertising, and branded content. Individual sellers (who pay per item sold) cannot create storefronts. If you are currently on an Individual plan and want a storefront, you will need to switch to Professional first.
A storefront is optional — many sellers do fine without one. But if you sell more than a handful of products or want customers to recognize your brand on Amazon, a storefront makes that possible. It also shows up in search results when someone looks for your brand name, which can drive traffic directly to your products.
Key Takeaways
- You must have a Professional Selling Plan ($39.99 per month) to create a storefront; Individual sellers cannot build one.
- A storefront requires a registered trademark or brand name on Amazon's Brand Registry before you can set it up.
- The storefront builder is free once you have the Professional plan and Brand Registry enrollment — you design it yourself with no coding required.
- Your storefront appears in search results when customers look for your brand name and gives you a central page to organize all your products.
- You can add images, text, and video to customize how your storefront looks, and you can update it anytime without paying extra.
Registering your brand before you build
Before you can create a storefront, Amazon requires you to enroll in Brand Registry. This is a free program, but it requires proof that you own or have rights to a brand name. The fastest way is to have a registered trademark — either a federal trademark from the U.S. Patent and Trademark Office (USPTO) or a trademark registered in another country.
If you do not have a trademark yet, you can explore for one through the USPTO website (uspto.gov). A federal trademark process costs $250 to $350 and takes three to nine months to process. During that time, you cannot create a storefront. If you need a storefront sooner, some sellers use a business name or brand name they have been using publicly, though Amazon's approval is less certain without a registered trademark.
To enroll in Brand Registry, go to your Seller Central account, find the Brand Registry section, and upload proof of your trademark. Amazon usually responds within a few business days. Once approved, you will see a "Stores" option in your Seller Central menu — that is where you build your storefront.
Building your storefront in the Stores section
Open Seller Central and click on "Stores" in the left menu. Click "Create a Store" and choose a storefront template. Amazon offers several layouts: a single-page storefront, a multi-page storefront, or a storefront organized by category. Pick the one that matches how you want to organize your products. You can change the template later if you change your mind.
Next, you will name your storefront. This name appears in the browser tab and in search results when someone looks for your brand. Keep it clear and professional — something like "Smith Tools" or "Bright Home Goods" works better than abbreviations or slang. You cannot change this name later without deleting and rebuilding the storefront, so choose carefully.
Amazon will then ask you to add a logo and banner image. The logo should be at least 200 pixels wide and 200 pixels tall; the banner should be at least 1500 pixels wide and 400 pixels tall. If you do not have these images, you can create straightforward ones using free tools like Canva (canva.com) or use a graphic designer. These images are what customers see first, so they should look professional and match your brand.
Organizing products and adding pages
After you set up the basic design, you add your products to the storefront. Click "Add Products" and search for items from your catalog by ASIN (Amazon Standard Identification Number) or product name. You can organize products into sections — for example, "Best Sellers," "New Arrivals," or "By Category." Drag and drop to arrange sections in the order you want them to appear.
If you chose a multi-page storefront, you can create additional pages beyond the homepage. Each page can have its own layout and products. For example, you might have a homepage with featured items, a second page for clearance products, and a third page for a specific product category. This helps customers navigate your full range without overwhelming them on one page.
You can also add text and images to explain your brand or highlight promotions. Use the "Add Content" button to insert paragraphs, headlines, or images between product sections. Keep text short and focused — customers are browsing, not reading long descriptions. A sentence or two about who you are or why they should buy from you is enough.
Adding video and multimedia content
Amazon allows you to embed video on your storefront to showcase products or tell your brand story. You can upload video directly or embed a video from YouTube. Video files should be MP4 format, at least 1920 pixels wide by 1080 pixels tall, and no larger than 5 GB. Keep videos under three minutes — longer videos lose viewers.
Video is optional but effective. A 30-second video showing a product in use or explaining what your brand does can increase customer interest. If you do not have video production skills, you can hire someone on Fiverr or Upwork for $50 to $200, or create a straightforward video on your phone and edit it with free software like DaVinci Resolve or iMovie.
You can also add customer reviews or testimonials as images or text blocks. This builds trust and shows potential customers that others have had good experiences with your products. Do not fabricate reviews — use real feedback from verified purchases.
Publishing and updating your storefront
Once you have added your logo, banner, products, and any text or video, click "Publish" to make your storefront live. It will appear on Amazon within a few hours. Customers can find it by searching your brand name or by clicking the brand name link on any of your product listings.
You can update your storefront anytime without republishing. Change product sections, swap out images, add new products, or rewrite text — all changes take effect when ready. This means you can run seasonal promotions, highlight new items, or refresh your look without any downtime or extra cost.
Check your storefront on a phone and a desktop computer to make sure it looks good on both. Amazon's storefront builder is responsive, meaning it adjusts to different screen sizes, but some layouts work better on mobile than others. If something looks wrong, go back to the editor and adjust it.
Promoting your storefront and tracking performance
Your storefront is live, but customers will not find it unless you tell them where it is. Add your storefront URL to your email signature, social media profiles, and any off-Amazon marketing you do. The URL looks like: www.amazon.com/stores/[your-brand-name].
In Seller Central, you can view storefront traffic and customer behavior under the "Stores" analytics section. This shows how many people visited, which products they clicked on, and how many made a purchase. Use this data to decide which products to feature prominently and which sections to reorganize.
You can also run Amazon Advertising campaigns that direct customers to your storefront instead of individual product pages. Sponsored Brands ads, in particular, are designed to drive traffic to storefronts. These ads cost money (you set a daily budget), but they can increase sales if your storefront converts browsers into buyers.
Frequently Asked Questions
Do I need a trademark to create a storefront?
Amazon strongly prefers a registered trademark and requires it for Brand Registry enrollment. Without Brand Registry, you cannot create a storefront. A federal trademark takes three to nine months and costs $250 to $350. Some sellers use an unregistered business name, but approval is not may provide.
Can I change my storefront template after I publish it?
Yes. You can switch templates, reorganize sections, and update all content anytime. Changes take effect when ready. The only thing you cannot change is the storefront name — if you need a different name, you must delete the storefront and create a new one.
What happens to my storefront if I cancel my Professional Selling Plan?
Your storefront will be unpublished and hidden from customers. If you reactivate your Professional plan later, you can republish it. The storefront itself is not deleted, just taken offline.
How much does it cost to create and maintain a storefront?
The storefront itself is free. You pay $39.99 per month for the Professional Selling Plan, which is required to have a storefront. If you run advertising to promote it, that is an additional cost you control.
Can customers find my storefront in search results?
Yes. When someone searches your brand name on Amazon, your storefront appears in the results. Your storefront also shows up when customers click your brand name on any of your product listings. You can also drive traffic through advertising or by sharing the URL directly.