Opening an Amazon Storefront requires a registered brand, a Professional seller account, and enrollment in Amazon’s Brand Registry program. The process involves several steps, from securing a trademark to designing your store’s pages, but most sellers can have a live storefront within a few weeks once the prerequisites are in place.
What You Need Before You Start
Amazon Storefronts are only available to brand-registered sellers, which means you need three things lined up before you can build anything: a Professional selling account, a trademark, and Brand Registry enrollment.
The Professional selling account costs $39.99 per month plus selling fees. Amazon’s Individual plan (the pay-per-item alternative) does not give you access to storefronts or most branding tools. If you’re currently on an Individual plan, you can upgrade through your Seller Central settings.
For Brand Registry, you need an active registered trademark or a pending trademark application filed with your country’s intellectual property office (the USPTO in the United States). The trademark must be a text-based mark or an image-based mark that matches the branding on your product packaging. Amazon will verify that your brand name, logo, and packaging are consistent before approving your enrollment. Once you’re accepted into Brand Registry, the storefront option unlocks in your Seller Central dashboard.
Enrolling in Brand Registry
Go to brandregistry.amazon.com and sign in with your seller credentials. You’ll be asked to provide your trademark registration number (or pending application number), the product categories where your brand operates, and the countries where your products are manufactured and distributed.
Amazon sends a verification code to the contact listed on your trademark filing to confirm you’re the rights holder. Once you receive and enter the code, enrollment typically completes within a few days. After approval, you’ll see new tools appear in Seller Central, including the “Stores” option under the “Brands” menu.
Building Your Store
From Seller Central, navigate to Brands, then Stores, then “Create Store.” You’ll start by entering your brand display name and uploading a logo (at least 400 x 400 pixels). Amazon then drops you into the Store Builder, a drag-and-drop editor where you design your storefront’s pages.
Your store can have multiple pages organized by product category, collection, or theme. Each page is built from content tiles, which are modular blocks you arrange in a grid. The available tile types include:
- Product grids: Automatically pull in your listings so shoppers can browse and add items to their cart directly from the storefront.
- Image tiles: Hero banners, lifestyle photos, or promotional graphics that can link to specific products or pages within your store.
- Video tiles: Embedded product demos or brand videos that autoplay as shoppers scroll.
- Text tiles: Short copy blocks for describing your brand story, product benefits, or seasonal promotions.
- Shoppable image tiles: Photos with clickable hotspots that link individual items in the image to their product listings.
The homepage is the most important page because it’s where most visitors land. A strong homepage typically leads with a large banner image or video that communicates what the brand is about, followed by a curated selection of bestsellers or featured products. Below that, you can add category tiles that link to subpages for different product lines.
Amazon also gives you a “Brand Story” section, a dedicated space to share your company’s history, values, and mission. This appears not only in your storefront but can also show up on your individual product detail pages, giving shoppers brand context wherever they encounter your products.
Using A+ Content on Product Pages
A storefront is your brand’s homepage on Amazon, but A+ Content is how you enhance individual product listings. Both tools become available through Brand Registry, and they work best together.
A+ Content replaces the plain-text product description on your listing with a rich layout of images, formatted text, and interactive modules. You build it from templates that combine elements like a single image paired with text, three images in a row with captions, or a technical specifications table for sharing granular product details like dimensions, weight, and compatibility.
One particularly useful module is the comparison chart, which lets you display multiple products from your catalog side by side. You can list features, sizes, or model differences in a table format, turning a single product page into an opportunity to cross-sell other items in your lineup.
Sellers who qualify for Premium A+ Content (Amazon grants this based on brand engagement metrics) get additional features: hover hotspots that reveal details when a shopper mouses over an image, clickable carousels for showcasing multiple angles or use cases, Q&A sections, and shoppable comparison charts with “Add to Cart” buttons and star ratings built right into the table.
Submitting for Review
When your storefront is ready, click “Submit for publishing” in the Store Builder. Amazon reviews every storefront before it goes live. Most storefronts are approved or rejected within 3 to 4 hours, though the review can take up to 24 hours.
A+ Content on individual product pages goes through a separate review process that typically takes up to 7 business days.
Rejections happen for reasons that can feel minor. Spacing errors, incorrectly sized images, and certain flagged words are common causes. Amazon’s automated filters scan for terms associated with restricted product categories, and even innocent uses of certain words can trigger a rejection if the system interprets them as a policy violation. If your submission is rejected, you’ll receive a notification explaining the issue. Fix the flagged elements and resubmit. There’s no penalty for resubmissions.
Getting Traffic to Your Storefront
Your storefront has its own unique URL (amazon.com/yourbrandname), which you can share on social media, in email campaigns, or on your own website. Within Amazon, shoppers can find your store by clicking your brand name on any of your product listings.
Amazon also offers Sponsored Brands ads, which are pay-per-click ads that appear in search results and can link directly to your storefront or a specific store page. These ads display your logo, a custom headline, and a selection of products. They’re one of the fastest ways to drive targeted traffic to your store, especially for new brands that haven’t built organic visibility yet.
Inside Seller Central, the “Store Insights” dashboard tracks visits, page views, and sales generated through your storefront. Use this data to identify which pages and products perform best, then adjust your layout and featured products accordingly. Sellers who update their storefronts regularly with seasonal content, new product launches, and refreshed imagery tend to see stronger engagement than those who build once and walk away.
What It Costs Overall
The storefront itself is free to create and maintain. Your ongoing costs are the $39.99 monthly Professional seller account fee, standard Amazon selling fees on each transaction (referral fees vary by category, typically 8% to 15%), and any advertising spend you choose to put behind Sponsored Brands campaigns. There’s no additional charge for A+ Content, including the premium version if you qualify.