With millions of sellers on Amazon, standing out can seem like an uphill battle. Luckily, the platform provides a variety of tools and features to help brand owners capture customers’ attention. One of these powerful tools is the Amazon Store, a feature that allows you to create a multi-page microsite within the Amazon website. We’ve asked our friends at Weby Corp, an established marketing agency, to prepare a guide that will walk you through the entire process of creating an Amazon storefront. Read on!
Why You Should Create an Amazon Storefront
So, why should you invest your time in Amazon storefront creation? Let’s break it down.
Improved Product Discovery
The Amazon Store allows shoppers to discover your entire product line through a customizable and appealing product portfolio. This may encourage additional purchases.
Exclusive Brand Visibility
Most consumers begin their product search on Amazon, not Google. These shoppers might never visit your direct-to-consumer website, and your brand’s message might never reach them. Functioning as a standalone website, Amazon Store is great for communicating your brand’s story and values, which improves brand awareness across multiple channels.
Extensive Presence
Your Amazon Store is like owning a piece of digital real estate. It enhances your credibility as a seller and strengthens your brand’s legitimacy. Each storefront has a unique URL, which can be used in various marketing initiatives. While it may not be the default landing page for search results, it’s an indispensable part of broader marketing strategies.
Insightful Analytics
Amazon storefronts offer valuable insights through analytics. You can track page views, click-through rates, conversion rates, and customer behavior. This data is invaluable for optimizing your Store and marketing strategies.
No Competitor Ads
Competitor ads can be pretty distracting. With your Amazon Store, you get direct customer attention—customers will focus solely on your offerings without ads from competitors vying for their attention.
Creative Branding
With Amazon store front, you can customize your space with images, infographics, and videos to make it engaging. This is a great opportunity to make your brand feel unique and memorable in a crowded marketplace.
Now let’s sum up the benefits. An Amazon Store:
● Increases sales and customer engagement.
● Captures a broader audience.
● Enhances credibility and legitimacy.
● Provides data for informed decision-making.
● Keeps customers focused on your brand.
● Enhances brand storytelling and engagement.
How to Set Up an Amazon Store from Ground Zero
Meet Requirements to Get an Amazon Storefront
Have a Professional Seller Account
To create an Amazon Store, you need a Professional Seller Account (Professional selling plan). This account costs $39.99 per month and unlocks a variety of brand management tools.
Tip: Registering as an LLC can increase customer trust.
Enroll with the Brand Registry
Next up is getting your brand registered. You’ll need a registered trademark issued by WIPO and specific countries:
● Australia
● Brazil
● Canada
● European Union
● France
● Germany
● India
● Italy
● Japan
● Mexico
● Singapore
● Spain
● United Arab Emirates
● United Kingdom
● United States
The Brand Registry gives you access to various tools, including A+ content, Amazon ads, brand protection features, and more.
To enroll:
1. Go to Brand Registry and sign in using your Seller or Vendor Central account.
2. Provide your brand name, a government-registered trademark number, and other necessary details.
3. List product categories and countries where your products are manufactured and distributed.
Approval can take from 1 day to 1 month. Once you’re approved, Amazon will send a verification code to complete enrollment.
Set Up Your Amazon Store
So where to find Amazon storefront creation? Log into your Seller Central, and head to the navigation bar. Click on “Storefront,” then “Create Store.” Choose your brand name and get started.
Determine Your Amazon Store Front Structure
After your store draft is created, you’ll need to submit your brand display name and logo. Then, pick a design template for your Store’s homepage—options include Marquee, Product Highlight, Product Grid, and Blank if you want to start from scratch.
If you’re on the fence about which template will work best with your brand, here are some guidelines:
● Marquee: Ideal for brands looking to make a bold statement and capture immediate attention. You can also opt for it to display promotional banners, featured products, or significant announcements.
● Product Highlight: Great if you want to spotlight a flagship item or “best-sellers”
● Product Grid: Choose this to showcase a wide array of products side by side in a clean way.
● Blank: Provides complete freedom and full control over your store’s aesthetics.
Finally, don’t forget to craft a catchy and SEO-optimized meta description.
Upload Your Storefront Header
Next, you’ll need to choose a banner for the top of your homepage (recommended dimensions are 3,000×600 px). Craft an image that aligns with your brand’s aesthetic.
Create and Design the Homepage
That’s where we actually get to building and designing your Amazon’s storefront. The builder uses a drag-and-drop approach. You’ll see “tiles” arranged according to the chosen template which you click to customize with various content:
● Product
● Image
● Image with text
● Shoppable image (an image that navigated to a certain product)
● Text
● Video
● Background video
You can also rearrange sections by clicking, dragging, and dropping them where you want.
Before adding products to your Amazon Store, you need to upload them to your Seller or Vendor Central account. To do this, choose “Inventory” from the navigation bar. Each item must have a unique SKU number to ensure accurate tracking and management, and detailed product information, including descriptions, images, and specifications.
Tip: Use the Amazon A+ content feature to enhance your listings with lifestyle imagery, comparison charts, and more.
Once your inventory is uploaded, you can start adding them to the Amazon store front tiles by clicking on a tile and choosing “Product.”
Add Pages to Expand Your Store
Once your homepage is looking good, expand your Store with pages to help shoppers navigate conveniently, especially if you have a large product catalog. Create pages for categories and subcategories (will appear on a drop-down menu from the category tab).
To add pages:
1. Click “Add page” in the store builder main menu.
2. Add a title for your Store’s navigation bar.
3. Add a meta description for the page.
4. Select a template.
To add a drop-down menu to the page:
1. Click the tab you want to customize.
2. Click “Add page.”
Preview Changes and Publish Your Amazon Store
Before publishing, check for any grammar issues, spelling mistakes, or image inconsistencies. Ensure all images click through to the product page as intended and that all links and buttons function correctly. Preview your Storefront on both desktop and mobile devices.
Finally, submit for publishing—approval usually takes around 24 hours.
Final Words
Creating an Amazon storefront for your brand is indeed a smart business move, as you’re setting up a space that not only draws customers in but also improves product discovery and your brand’s visibility. So go ahead and take your brand to the next level.
