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The Complete Guide to Amazon Storefronts

Emma Ritson
April 14, 2023
March 26, 2024

Amazon has a great track record of investing in new and improved tools, features, and programs that help small businesses on Amazon grow — especially brand-registered sellers on the platform.

One of the most exciting ideas for sellers enrolled in Brand Registry? The ability to create your own dedicated Amazon Store.

So what is an Amazon Store?

Essentially it’s a unique custom designed and branded website on Amazon just for you and your fellow brand sellers. Here, you can showcase your products without any ads or distractions from other sellers on Amazon. Essentially it looks and feels like a real e-commerce store, but with the added bonus of Amazon’s massive audience.

Amazon Stores is an excellent tool for sellers looking to increase their brand awareness and drive more sales on the Amazon marketplace. By leveraging its unique features and customizability, you can create a compelling brand experience that resonates with customers and sets you apart from the competition.

If you want to know how to create an Amazon Store then read ahead. We are going to lead you through the process in every step, explaining how to efficiently brand your store for the millions of buyers browsing Amazon each day.

Why we recommend having an Amazon store

Amazon Stores is a free advertising tool that can help you establish a dedicated brand presence on the Amazon marketplace. This self-service tool offers an easy-to-navigate interface that can help increase brand awareness and showcase all your products in one place.

In the past, only Amazon Vendors had access to Amazon Stores. However, now any third-party seller enrolled in Amazon’s Brand Registry can create one. This means that more sellers can take advantage of this feature to enhance their branding and sales.

Creating a multipage Amazon Store is a breeze, thanks to its simple drag-and-drop tiles or pre-designed templates. You can easily customize your store by adding your own images, videos, and descriptions, making it a unique representation of your brand.

With Amazon Stores, you can elevate your brand’s presence on Amazon and attract more customers to your products. So, we encourage you to take advantage of this tool and improve your brand's visibility on Amazon.

Benefits of Amazon Stores

Amazon Stores offers a variety of benefits to sellers. Here are some of the most significant that you’ll want to know about.

Curated brand destination

Your Amazon Store is a unique destination that showcases all your products and offers a curated brand experience to customers. Customers can easily browse through your entire product portfolio in one place, which saves them time and makes their shopping experience more enjoyable. With your own custom "" URL, you can strengthen your brand identity and make it easier for customers to find your Store.

An Amazon storefront called Lark and Co

No competitor ads

One of the best things about Amazon Stores is the freedom from competitor ads. Customers won't be bombarded with Sponsored Products and Sponsored Brands ads when they visit your Store, so they can focus on your brand and products without any distractions.

Get creative

Amazon Stores provide you with the flexibility to showcase your brand in a creative and visually appealing way. You can upload images, infographics, and even videos to fully customize the look and feel of your brand. This is a fantastic opportunity to show off your marketing creativity and make your brand stand out from the competition.

Drive traffic directly to your Storefront

With Sponsored Brands or Sponsored Display Ads, you can drive traffic directly to your Amazon Store. This is a great way to steer customers away from your competitor's products and generate more sales. You can also leverage your social media accounts or email marketing to promote your Store and attract more traffic.

Add multiple pages and subcategories

If your brand encompasses several subcategories of products, you can create subpages to host them. This allows customers to easily navigate through your products and find what they're looking for. For example, if you sell kitchen appliances, you can set up pages for coffee machines, toaster ovens, air fryers, and other groups of items.

Store insights dashboard

The dashboard provides valuable insights into your Store's performance. You can track page views, monitor traffic sources, and even see how well your Store is driving sales. This data allows you to make informed decisions about your marketing strategies and optimize your Store for better performance.

Requirements to create an Amazon Store

Stores are available for Vendors and sellers enrolled in Amazon Brand Registry.

How to build an Amazon Store

Step 1: Choose Your Selling Plan

Before you can set up your Amazon Storefront, you need to decide on a selling plan that suits your business needs. Amazon offers two selling plans: Individual and Professional.

  1. Individual Plan: This plan is best suited for sellers who sell fewer than 40 items per month. There is no monthly fee; instead, you pay a $0.99 fee per item sold, plus additional selling fees. This plan is ideal for small-scale sellers and hobbyists.
  2. Professional Plan: The Professional plan is suitable for businesses that sell more than 40 items per month. This plan costs $39.99 per month, plus additional selling fees, but the $0.99 per-item fee is waived. With the Professional plan, you also gain access to advanced selling tools and Amazon's advertising platform, which can help you grow your business.

Once you have chosen a selling plan, sign up for an Amazon Seller Account. Provide the required information, such as your business name, address, phone number, and tax identification number.

Step 2: Choose Your Fulfillment Method

Next, you need to decide how you want to handle order fulfillment. Amazon offers two fulfillment methods: Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM).

  1. Fulfillment by Amazon (FBA): With FBA, you send your products to Amazon's fulfillment centers, and Amazon takes care of storage, shipping, and customer service on your behalf. This method allows you to leverage Amazon's extensive shipping network and customer trust. However, FBA comes with additional fees for storage and fulfillment.
  2. Fulfillment by Merchant (FBM): With FBM, you handle storage, shipping, and customer service yourself. This option gives you more control over the fulfillment process and can be more cost-effective, especially if you have your own warehouse or storage space. However, it also means more responsibility and work for you.

Consider the pros and cons of each fulfillment method and choose the one that best suits your business needs and capabilities.

Step 3: Create Your Product Listings

Once you have chosen a selling plan and fulfillment method, you need to create product listings for the items you want to sell. A well-crafted product listing is essential for attracting customers and driving sales. Follow these tips to create effective product listings:

  1. Write a clear and concise product title that includes relevant keywords.
  2. Provide a detailed product description that highlights the features and benefits of your product. Use bullet points to make the description easy to read.
  3. Include high-quality product images that showcase your product from multiple angles. Amazon recommends using images with a white background and a minimum resolution of 1000 x 1000 pixels.
  4. Determine a competitive price for your product based on market research and your target profit margin.
  5. Include relevant product information, such as size, weight, color, and material, in the product details section.
  6. Use Amazon's keyword research tools to identify relevant search terms and include them in your product listing to improve visibility in search results.

Step 4: Set Up Your Amazon Storefront

With your product listings in place, it's time to set up your Amazon Storefront. Follow these steps to set up your Amazon Storefront:

i) In Seller Central, go to the “Stores” tab, then click “Manage Stores.”

ii) Click “Create Store” and choose your brand.

iii) Now you’ll be in the Store builder. This first step is to enter your brand display name and brand logo. Then, click “Next.”

iv) Now, you can create a Home Page — this is what customers will see first upon entering your Store. Amazon provides various templates to choose from, allowing you to share your brand story, showcase a best-selling product, or display all your products simultaneously in a grid format. Alternatively, you can begin with a blank canvas and create a custom design. For example, you can just select the "Product Highlight" template.

Additionally, you need to provide a meta description for your homepage, which offers information about your page to search engines. This brief snippet of text not only improves your Amazon Store's ranking in Google searches but also gives viewers a preview of your brand or products. Ensure that it's both informative and engaging.

v) Start building your store! Here’s where you can add page sections, images, and thumbnails for product listings.

Take some time to familiarize yourself with each section.

How to add new pages for each subcategory

By default, the “Home Page” already exists in Storefronts. You can build subcategory pages that customers can navigate to from the home page.

On the left-hand side, click on “add page.”

Enter the title you want to use for the page, a description for the subcategory, and choose a template. As an example, let’s pretend we need a subcategory page for your product. For this page, we’ll select the “Product Grid” template so we can display all of our different products at once.

Choose a Storefront template

Amazon provides several pre-designed templates to help you create a professional-looking Storefront. Browse through the available templates and choose one that best represents your brand and product offerings.

Customize your Storefront

Use the Amazon Store Builder to customize your Storefront by adding your logo, brand colors, and promotional images or videos. You can also create custom pages to showcase your products and tell your brand story.

Organize your products

Arrange your products in a logical and easy-to-navigate manner within your Storefront. You can create product categories, feature best-selling items, or promote seasonal products to enhance the shopping experience for your customers.

Add product listings

Connect your existing product listings to your Storefront so that customers can easily browse and purchase your products. Ensure that your product listings are up-to-date and accurately represent your current inventory.

Preview and publish

Before publishing your Storefront, preview it to ensure that it looks professional and accurately represents your brand. Once you are satisfied with your Storefront, click "Publish" to make it live on Amazon.

Step 5: Promote Your Amazon Storefront

Now that your Amazon Storefront is set up, it's time to promote it and drive traffic to your store. Here are some effective strategies for promoting your Amazon Storefront:

  1. Utilize Amazon Advertising: Amazon offers various advertising solutions, such as Sponsored Products, Sponsored Brands, and Display Ads, to help you reach a wider audience and drive more sales. Use these advertising tools to increase visibility and attract potential customers to your Storefront.
  2. Optimize your product listings: Ensure that your product listings are optimized for search by including relevant keywords and providing accurate product information. This will improve your visibility in Amazon's search results and help you attract more customers.
  3. Leverage social media: Promote your Amazon Storefront on social media platforms like Facebook, Instagram, and Twitter to reach a wider audience. Share engaging content, such as product highlights, customer reviews, and promotions, to encourage your followers to visit your Storefront.
  4. Collaborate with influencers: Partner with influencers in your niche to promote your Amazon Storefront and products. Influencers can help you reach new audiences, generate buzz around your brand, and drive traffic to your Storefront.
  5. Offer promotions and discounts: Encourage customers to visit your Storefront and purchase your products by offering limited-time promotions, discounts, or free shipping. Make sure to promote these offers on your Storefront, product listings, and social media channels.

Setting up an Amazon Storefront is a strategic way to showcase your products and grow your online business. By following these steps, you can create a professional and attractive Storefront that will help you reach millions of potential customers and drive sales. Don't forget to continuously optimize and promote your Storefront to stay ahead of the competition and maximize your success on Amazon.

Happy selling!

Tips for branding your Amazon storefront

A well-branded Amazon Storefront helps create a memorable and consistent shopping experience for your customers. By effectively branding your Storefront, you can establish trust, showcase your unique selling points, and differentiate your business from competitors.

Here are four easy steps to brand your Amazon Storefront:

Step 1: Define your brand identity

Before you start branding your Amazon Storefront, it's essential to establish a clear and consistent brand identity. Consider the following elements to define your brand identity:

‍Brand vision and mission: What is the purpose of your brand, and what values do you want to convey to your customers?

  1. Target audience: Who are your ideal customers, and what are their preferences, needs, and expectations?
  2. Unique selling proposition (USP): What sets your brand apart from competitors, and why should customers choose your products?
  3. Brand personality: How do you want your brand to be perceived by customers? Is it sophisticated, fun, or innovative?

By defining your brand identity, you create a solid foundation for your Amazon Storefront's branding elements.

Step 2: Develop a visual identity

Your visual identity is crucial in creating a recognizable and consistent brand experience. Consider these elements when developing your visual identity:

  1. Logo: Design a distinctive and memorable logo that represents your brand. Make sure it is scalable and looks good in various sizes and formats.
  2. Color palette: Choose a color scheme that reflects your brand personality and appeals to your target audience. Limit your palette to 2-4 primary colors to maintain consistency.
  3. Typography: Select one or two complementary fonts that are easy to read and align with your brand personality. Use these fonts consistently across your Amazon Storefront and marketing materials.
  4. Imagery: Use high-quality images and graphics that showcase your products and brand story. Stick to a consistent visual style to create a cohesive brand experience.

Step 3: Customize your Amazon Storefront

With your brand identity and visual elements in place, it's time to customize your Amazon Storefront:

  1. Choose a template: Select a pre-designed Amazon Storefront template that aligns with your brand identity and offers the flexibility to showcase your products effectively.
  2. Apply your visual identity: Incorporate your logo, color palette, typography, and imagery into your Storefront. Make sure your visual elements are consistent across all pages and sections.
  3. Organize your products: Create a logical and user-friendly layout for your products. You can group products by category, feature best-selling items, or highlight seasonal products.
  4. Tell your brand story: Use custom pages to share your brand's vision, mission, and unique selling points. This helps customers understand and connect with your brand on a deeper level.

Step 4: Maintain brand consistency

To create a strong brand presence, it's essential to maintain consistency across your Amazon Storefront, product listings, and marketing efforts:

  1. Optimize product listings: Ensure your product listings align with your brand identity by using consistent language, imagery, and formatting.
  2. Social media presence: Extend your brand identity to your social media profiles and content. Use a consistent visual style and tone of voice to engage with your audience.
  3. Customer service: Provide a consistent brand experience in your customer interactions by maintaining your brand's tone of voice and values in all communication.
  4. Monitor and update: Regularly review your Amazon Storefront and marketing materials to ensure that your branding remains consistent and up-to-date.

Branding your Amazon Storefront is crucial for creating a memorable and consistent customer experience. By following these four easy steps, you can establish a strong brand identity, develop a cohesive visual presence, and maintain consistency across your Storefront and web presence.

About us

Threecolts acquires, launches, and grows e-commerce software with a robust suite of offerings such as SellerRunning, SmartRepricer, SellerBench, Tactical Arbitrage, Bindwise, RefundSniper, ChannelReply, and FeedbackWhiz.

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