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Short answer: To make an Amazon Storefront, enroll your brand in Amazon Brand Registry, then go to Seller Central > Stores > Manage Stores > Create Store, pick your brand, build your pages in the Store Builder, preview on desktop and mobile, and click Submit for publishing. Amazon reviews the store before it goes live. There is no extra fee beyond your Professional selling plan.
A storefront (Amazon calls it a Brand Store) gives your brand its own multi-page shop inside Amazon, with its own URL and no competitor ads on the page. Amazon's own data says shoppers who browse a Brand Store purchase 53.9% more frequently than those who do not (Amazon internal data, 2024). For a brand that is already paying for traffic, that is one of the cheapest upgrades available.
This guide covers who can make one, the exact steps, the image sizes to prepare, and the mistakes that get stores rejected.
Who can make an Amazon Storefront?
Before you open the Store Builder, check that you have all of these:
- Amazon Brand Registry: stores are only available to brands enrolled in Brand Registry.
- A trademark: an active registered trademark that appears on your products or packaging (some sellers can enroll with a pending application through Amazon's IP Accelerator program).
- A Professional selling plan: Individual accounts cannot create a store.
- At least one active listing under your brand.
If you resell other brands without owning a trademark, you cannot create a Brand Store for them. If you still need a trademark or a US business setup, our US LLC and seller account setup service covers trademark filing.
What does an Amazon Storefront cost?
Creating a Brand Store is free. You only pay for the Professional selling plan (currently $39.99 a month), and Brand Registry itself has no fee. The real cost is the time and design work for images, video and page structure.
How to make an Amazon Storefront in 7 steps
Step 1: Enroll in Brand Registry
Go to Amazon Brand Registry, sign in with your Seller Central login, and submit your brand name, trademark number and product images showing the brand. Approval is required before the Stores menu will show your brand.
Step 2: Open the Store Builder
In Seller Central, hover over Stores in the top menu, click Manage Stores, then click Create Store. Select your brand from the dropdown. Only brands enrolled in Brand Registry appear here.
Step 3: Add your brand display name and logo
Enter the brand name exactly as shoppers should see it and upload your logo. Prepare a square PNG logo; most guides recommend at least 400 x 400 px, and a transparent background looks cleanest. Always check Amazon's current creative specifications inside the builder, because sizes can change.
Step 4: Plan your page structure
Sketch the store before you build it. A simple structure works best:
- Home page: brand hero image, best sellers and links to each category.
- Category pages: one page per product type, named the way shoppers search (for example "Water Bottles", not "SKU Group B").
- Brand pages: "About us", "How to use" or "New arrivals" to build trust.
Keep the top navigation to roughly 3 to 7 pages. Too many pages spread shoppers thin. Use the same words customers type into Amazon search; our Amazon keyword research guide shows how to find them.
Step 5: Build the home page from a template
Amazon offers templates such as Marquee (strong hero image, a few key products), Product Highlight (featured products), Product Grid (larger catalogs) and a Blank layout for full control. Choose one, then fill it with tiles: hero image, text, images, video and product tiles.
Step 6: Add products, video and shoppable images
Add products with product grid tiles (good for many ASINs, and out-of-stock items can hide automatically) or individual product tiles for a few hero items. Add at least one video and some shoppable images: lifestyle photos where shoppers can tap products directly. Each category page should have its own header image so pages do not look copied.
Step 7: Preview and submit for publishing
Click Preview and check both desktop and mobile, since most Amazon shoppers browse on their phones. Then click Submit for publishing (you can also schedule a go-live date). Amazon moderates every store. Amazon says moderation can take up to 24 hours, though some sellers report longer during busy periods.
Image sizes to prepare
| Asset | Commonly used size | Tip |
|---|---|---|
| Logo | 400 x 400 px minimum (square PNG) | Transparent background, no extra text |
| Hero image | 3000 x 600 px or larger | Keep key text away from the edges for mobile |
| Product / lifestyle images | 1000 x 1000 px or larger | Real use cases, not text-heavy graphics |
| Video | 1920 x 1080 px recommended | Short, product-first, works without sound |
These are the sizes most sellers use. Amazon's creative specifications guide inside the Store Builder is the final word, so double-check there before you export.
Why Amazon rejects storefronts (and how to avoid it)
Amazon blocks or rejects stores that break its acceptance policies. The most common reasons are:
- Unsupported claims: "best", "#1" or "clinically proven" without proof.
- Copying Amazon content: prices, pack sizes or star ratings baked into images.
- Contact details: website URLs, email addresses, phone numbers or social handles in images or text.
- Dead ends: images that link nowhere, or blank pages.
- Low-quality images: blurry, stretched or text-heavy graphics.
Small warnings can sometimes be ignored and submitted anyway, but a hard rejection (like a blank page) must be fixed first. If Amazon rejects your store, it tells you why; fix the issue and resubmit.
7 tips for a storefront that actually sells
- Lead with your best sellers. Put proven products above the fold, not your newest experiment.
- Use shoppers' words for page names and headers.
- Add at least one video. Show the product in use within the first few seconds.
- Design for mobile first. Check every page in mobile preview before submitting.
- Send ads to the store. Sponsored Brands campaigns can land on a store page instead of a single product. Our Amazon PPC strategy guide explains when to use them.
- Use your store URL outside Amazon. It works well for social media, email and influencer links.
- Check Store Insights monthly. Under Stores > Manage Stores > Insights you can see visits, page views, sales and traffic sources, and fix pages that do not perform.
A storefront works best as part of a launch plan, not as an afterthought. If you are launching a new product, our 90-day Amazon product launch playbook shows where the store fits in.
Need help building yours?
Our team designs branded Amazon Storefronts and A+ Content as part of our Amazon SEO, PPC and account management services: page structure, design, copy and moderation-ready submission. If you would rather get a quote first, tell us about your brand.
FAQ
Is an Amazon Storefront free?
Yes. Creating a Brand Store has no extra fee. You need a Professional selling plan and Brand Registry, which itself is free but requires a trademark.
Can I make an Amazon Storefront without Brand Registry?
No. Brand Stores are only available to brands enrolled in Amazon Brand Registry. Resellers without their own trademark cannot create one.
How long does Amazon take to approve a storefront?
Amazon says store moderation can take up to 24 hours. Busy periods or rejected submissions can make it take longer.
What is the difference between an Amazon Storefront and the Amazon Influencer storefront?
A Brand Store is for brand owners selling their own products. The Amazon Influencer storefront is a separate program for creators who recommend other brands' products and earn commission.
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