You edit your Amazon storefront through the Store Builder tool inside your Seller Central or Amazon Ads account. If you’re an Amazon Influencer, you manage your storefront through the Amazon Associates dashboard or the Amazon shopping app. Both paths let you update images, rearrange products, add pages, and swap out content whenever you want, though changes go through a review process before going live.
Accessing the Store Builder
If you’re a brand-registered seller, log in to Seller Central, navigate to the “Stores” tab, and select “Manage Stores.” Choose the store you want to edit, and Amazon opens the Store Builder, a drag-and-drop editor where you can modify every page of your storefront. You need an active Brand Registry enrollment to access this tool.
From inside the Store Builder, you’ll see a left-hand panel with content tiles you can drag onto your pages: images, text, video, product grids, and galleries. The main canvas shows a preview of your storefront as shoppers will see it. You can switch between desktop and mobile views to check how your layout looks on different devices.
Editing Pages and Navigation
Your storefront can have multiple pages organized under a navigation bar. To add a new page, click “Add page” in the page manager panel, give it a name, and choose a template. Amazon offers several layout templates: product grid, marquee (hero image with featured products), and blank templates you can build from scratch.
To rearrange your navigation order, drag pages up or down in the page manager. Renaming a page is as simple as clicking on the page name and typing a new one. If a product line is discontinued or a seasonal promotion has ended, you can delete the page entirely or hide it by removing it from navigation while keeping it saved as a draft.
Updating Images and Videos
Swapping out a hero banner or product lifestyle image is one of the most common edits. Click on the image tile you want to change, upload your new file, and position it within the frame. Amazon enforces specific size requirements, so prepare your assets before uploading.
For hero images at the top of your storefront, the minimum size is 3,000 x 600 pixels with a maximum file size of 5 MB. Shoppable image tiles vary by placement: full-width tiles need at least 1,500 x 750 pixels, though Amazon recommends 3,000 x 1,500 pixels for sharp display across all devices. Large tiles require 1,500 x 1,500 pixels, and small tiles need 750 x 750 pixels. All image tiles cap at 5 MB.
Background videos must be MP4 files using the H.264 codec, with a minimum resolution of 1,280 x 640 pixels. Videos can run between 2 and 20 seconds. Keep them short and focused since they autoplay without sound. Full-width video tiles accept aspect ratios from 6:4 to 8:3.
Adding and Removing Products
To feature new products, drag a product tile or product grid onto your page and search for the ASIN (the unique product identifier Amazon assigns to every listing). You can add individual products or pull in an entire product category. If you want to highlight a bestseller or new launch, use a “featured deals” tile or a shoppable image where you tag specific products within a lifestyle photo.
Removing a product is just as straightforward. Click the tile containing the product, select it, and delete or replace it. If a product goes out of stock, Amazon automatically hides it from the customer-facing storefront, but cleaning up your layout manually keeps things looking intentional rather than patchy.
Editing an Influencer Storefront
Amazon Influencer storefronts work differently from brand stores. You manage content through the Amazon Associates dashboard or the Amazon shopping app rather than the Store Builder.
To create new content, visit your storefront page and select “Create Content,” then choose the format you want: Idea List, shoppable photo, or video. In the Amazon shopping app, tap the person icon in the bottom navigation bar, scroll to “Your Account,” and tap “Create Content.”
To edit or delete existing content, select “Manage Content” from the navigation bar at the top of your storefront. You’ll see tabs for “Published” and “Drafts.” On the Published tab, find the piece you want to change, tap the three-dot action icon next to it, and choose edit, delete, or grab the affiliate link. Draft content works the same way from the Drafts tab. You can search, sort, and filter across all your content from the Manage Content dashboard, which is helpful once you’ve built up dozens of Idea Lists or videos.
On mobile, the three-dot menu gives you the same options. On desktop, look for the Actions button instead.
Submitting Changes for Review
Neither brand stores nor influencer storefronts publish edits instantly. After you make changes, you submit them for Amazon’s review. For brand stores, click “Submit for publishing” in the Store Builder. Amazon’s moderation team checks that your content meets their creative and policy guidelines.
Reviews typically take up to 24 hours, though some edits clear in just a few hours and complex submissions can occasionally take longer. Common reasons for rejection include using promotional language like “best price” or “limited time” in store tiles, including contact information or external URLs, and uploading images with low resolution or illegible text. For influencer content, using branded prompts in product descriptions can also trigger a rejection.
If your submission is rejected, Amazon flags the specific tiles or content that need fixing. Make the corrections and resubmit. You can continue editing draft versions of your store while the current live version remains visible to shoppers.
Scheduling and Version Control
The Store Builder lets you schedule storefront updates to go live at a specific date and time. This is useful for product launches, holiday promotions, or Prime Day. Create a new version of your store, make all the seasonal changes, submit it for review, and set the publish date. You can also prepare a “revert” version that switches your storefront back to its standard layout once the promotion ends.
Amazon saves previous versions of your store, so you can review what your storefront looked like in the past and restore an older version if needed. This version history also helps you compare performance between different layouts using the Store Insights dashboard, which tracks visits, sales, and page views per storefront version.
Tips for Effective Edits
Preview your storefront on both desktop and mobile before submitting. Mobile shoppers account for a large share of Amazon traffic, and a hero image that looks great on a wide screen can become unreadable on a phone if key text or product details sit near the edges. Amazon’s mobile preview tool in the Store Builder shows you exactly what gets cropped.
Keep your product grid organized by how customers shop, not how your internal catalog is structured. Group products by use case, price range, or collection rather than by SKU number or manufacturing category. When you update your storefront, check that every product tile still links to an active, in-stock listing. Broken or suppressed product links create empty spaces that make your store look neglected.
If you’re running A/B tests through Amazon’s Manage Your Experiments tool, avoid editing the same storefront pages simultaneously. Overlapping changes can interfere with test results and make it harder to know which layout actually performed better.