Creating your own Amazon storefront requires either a Professional Seller account with Brand Registry enrollment or acceptance into Amazon’s Influencer Program. The path you take depends on whether you’re selling your own products or recommending other people’s. Both options give you a branded page on Amazon, but the setup process, costs, and requirements differ significantly.
Two Types of Amazon Storefronts
Amazon offers two distinct storefront experiences, and they serve very different purposes. A Brand Store is for businesses that manufacture or sell their own branded products on Amazon. It functions like a mini website within Amazon where you showcase your product catalog, tell your brand story, and organize items into categories. An Influencer Storefront is for content creators who recommend products they don’t necessarily make or sell themselves, earning a commission when followers buy through their page.
If you sell your own products (or plan to), you want a Brand Store. If you have a social media following and want to earn commissions by curating product recommendations, you want the Influencer Program. The rest of this article covers both paths.
Requirements for a Brand Store
You need three things before you can build a Brand Store: a Professional Seller account, a registered trademark, and enrollment in Amazon Brand Registry.
The Professional Seller account costs $39.99 per month. Amazon also offers an Individual plan at $0.99 per item sold, but that plan does not include access to the storefront builder or other brand tools. You need the Professional plan specifically.
Brand Registry requires a trademark that is either registered or pending with a national trademark office. In the U.S., that means filing with the USPTO, which can take several months to over a year for full registration. Amazon does accept pending trademarks through its IP Accelerator program, which pairs you with vetted law firms to file your application and grants early Brand Registry access. Once your trademark is squared away, you apply for Brand Registry through Amazon’s portal, verify ownership, and wait for approval.
Your account also needs to be in good standing with Amazon, meaning no active policy violations or suspensions.
Setting Up Your Brand Store
Once you’re enrolled in Brand Registry, building the store happens inside Seller Central using Amazon’s drag-and-drop Store Builder. Here’s the process from start to finish.
Log into Seller Central, click “Stores” in the navigation menu, then “Manage Stores,” and finally “Create Store.” You’ll select the brand you want to build the store for (if you have multiple brands registered, each gets its own store). Amazon then asks you to choose a template. Your options include a simple product grid, which works well if you have a straightforward catalog, and a marquee layout designed to highlight curated or featured items with larger visuals. You can customize any template after selecting it, so don’t overthink this choice.
The Store Builder opens with your homepage as the starting point. From here, you add content tiles: images, text, video, product listings, and combinations of these. Think of tiles as building blocks you arrange on the page. You can drag them into position, resize them, and preview how the page looks on both desktop and mobile.
To organize a larger catalog, use the Page Manager to create subpages. Click “Add a Page” to build category pages (like “Men’s Shoes” or “Kitchen Tools”) that appear as tabs in your store’s navigation. Each subpage gets its own layout and tile arrangement. Most stores benefit from three to six subpages that map to their main product categories, though smaller brands with just a handful of products can keep everything on the homepage.
Image and Video Specifications
Amazon is particular about media dimensions, and uploading assets that don’t meet the specs will either get rejected or display poorly. Here are the numbers worth knowing before you start designing.
Your hero image (the large banner at the top of your store) needs to be at least 3,000 x 600 pixels, with a maximum file size of 5 MB. Your brand logo should be at least 400 x 400 pixels. For the sharpest display across devices, Amazon recommends image widths of 3,000 pixels.
Image tiles come in four sizes. Full-width tiles need a minimum of 1,500 x 20 pixels on desktop. Large tiles require 1,500 x 1,500 pixels, medium tiles 1,500 x 750 pixels, and small tiles 750 x 750 pixels. All have a 5 MB file size cap. If you add text overlays to any tile, the image height must be at least 32 pixels (which only matters for very narrow full-width banners).
Videos must be MP4 files using the H.264 codec. Full-width video tiles need a minimum resolution of 1,280 x 640 pixels with an aspect ratio between 6:4 and 8:3. Background videos, which loop silently behind other content, follow the same format requirements but are capped at 2 to 20 seconds in length. Prepare your video assets in these specs before you start building to avoid reformatting headaches.
Submitting for Review
After you finish designing, you submit your store for Amazon’s moderation review. This typically takes 24 to 72 hours, though it can occasionally stretch longer. Amazon checks for policy compliance: no misleading claims, no references to external websites, no prohibited content. If something gets flagged, you’ll receive specific feedback on what to fix and can resubmit after making changes.
Once approved, your store goes live and gets a unique Amazon URL (amazon.com/yourbrandname). You can share this link on social media, in email campaigns, or anywhere else you market your products. Any time you want to update the store, you edit and resubmit through the same Store Builder, triggering another review cycle.
The Influencer Storefront Path
If you don’t sell products but have a social media audience, the Amazon Influencer Program gives you a storefront where you curate product recommendations and earn commissions on purchases made through your page.
To apply, you need a YouTube, Instagram, Facebook, or TikTok account. If you’re applying with Instagram or Facebook, it must be a business account (not a personal profile). Amazon evaluates your follower count along with engagement metrics like comments, likes, and shares. There’s no publicly stated minimum follower threshold, but the program is selective enough that accounts with very small or inactive audiences typically don’t get approved.
The application itself is quick. You sign up through the Amazon Influencer Program page, connect your social media account, and Amazon reviews your eligibility. If approved, you get a personalized storefront URL where you can create “idea lists” and shoppable recommendations organized by category. You earn a commission (the rate varies by product category) whenever someone buys through your links.
Unlike Brand Stores, the Influencer storefront doesn’t use the full Store Builder with custom templates and drag-and-drop tiles. It’s a simpler interface focused on product curation. You can also create shoppable videos and photos that appear on product detail pages across Amazon, which can drive commissions even beyond your direct followers.
Costs to Expect
For Brand Stores, the storefront itself is free to create and maintain. Your ongoing cost is the $39.99 monthly Professional Seller account fee. You’ll also pay Amazon’s standard referral fees on each sale (typically 8% to 15% depending on the product category) and any fulfillment fees if you use FBA. But the store page itself has no extra charge.
For Influencer storefronts, there’s no cost at all. You don’t pay a monthly fee or any setup charge. Amazon pays you through commission earnings, so the financial relationship only flows in one direction.
The real investment for either path is time. A well-designed Brand Store with custom photography, organized subpages, and polished copy can take several days to build properly. Budget time for the moderation review cycle too, especially if you need to make revisions. Many sellers plan for a full week from first draft to live store.