Amazon does not charge a separate fee to create a storefront (what Amazon calls a “Store”), but you cannot access the feature without a Professional selling plan, which costs $39.99 per month. You also need to enroll your brand in Amazon Brand Registry, which requires a trademark. So while the storefront tool itself is technically free, the prerequisites carry real costs.
What “Free” Actually Means Here
Amazon markets its Store builder as a free tool, and that’s accurate in a narrow sense. Once you meet the eligibility requirements, there is no additional subscription, setup fee, or per-page charge to design and publish your storefront. You get a multi-page, customizable brand destination on Amazon at no extra cost beyond what you’re already paying.
The catch is that “what you’re already paying” is not nothing. Two requirements must be in place before the Store builder even appears in your dashboard, and both come with their own price tags.
The Professional Selling Plan
Amazon offers two seller account tiers: Individual and Professional. The storefront feature is only available on the Professional plan, which runs $39.99 per month. The Individual plan, designed for people selling fewer than 40 items a month, does not include brand-building tools like the Store builder.
That $39.99 is a flat monthly subscription regardless of how many items you sell. It also unlocks other tools you would not get on the Individual plan, including access to additional advertising formats and bulk listing features. If you’re already on the Professional plan for other reasons, the storefront adds no incremental cost.
Amazon Brand Registry and the Trademark Requirement
Enrolling in Amazon Brand Registry is the second prerequisite, and it is where the hidden expense lives. Brand Registry itself is free to join, but Amazon requires you to have a trademark before you can enroll. Specifically, you need:
- A registered or pending trademark for your brand name or logo, issued by a government trademark office in a country where Amazon operates a store.
- The trademark registration or application number from that government office.
- A brand name and logo permanently affixed to your products or packaging.
- Trademark ownership or authorization from the trademark owner.
If you already hold a trademark, this step costs you nothing. If you don’t, you’ll need to file for one. Filing fees with the U.S. Patent and Trademark Office start around $250 to $350 per class of goods, and most applicants hire an attorney, which can bring total costs to roughly $1,000 to $2,000 or more. The process typically takes 8 to 12 months from application to registration.
Amazon does offer a shortcut through its IP Accelerator program, which connects sellers with vetted intellectual property attorneys. If you file a pending trademark application through IP Accelerator, you can enroll in Brand Registry before the trademark is fully registered. This gets you access to the storefront sooner, though you still pay the attorney and filing fees.
What Building the Storefront Involves
Once you have a Professional account and Brand Registry enrollment, building the storefront is a drag-and-drop process inside Seller Central. No coding is required. You can create multiple pages, add lifestyle images, product grids, videos, and branded banners. Amazon reviews your storefront before publishing, which usually takes about 24 hours but can occasionally take longer if revisions are needed.
There is no limit on how often you can update your storefront, and Amazon does not charge for changes. You also get a unique Amazon URL for your brand, which you can share on social media or in marketing materials.
Ongoing Costs to Consider
The storefront itself won’t generate traffic on its own. Shoppers can find it by clicking your brand name on a product listing, but most sellers invest in advertising to drive meaningful visits. Sponsored Brands ads, which are only available to brand-registered sellers, let you feature your storefront as the landing page for ad clicks. These ads run on a pay-per-click model, so you set your own budget, but competitive categories can see costs of $0.50 to $2.00 or more per click.
You’re not required to run ads. Some sellers rely entirely on organic traffic from their product listings. But if you’re building a storefront with the goal of growing brand awareness, budgeting for at least some advertising spend is realistic. Sellers on Amazon have increasingly shifted ad dollars toward Sponsored Brands and Sponsored Display campaigns as tools for building brand presence beyond individual product listings.
Total Cost Breakdown
Here’s what a new seller starting from scratch would realistically spend to get a storefront live:
- Professional selling plan: $39.99 per month
- Trademark filing and legal fees: Roughly $1,000 to $2,000 if you don’t already have one
- Brand Registry enrollment: Free
- Storefront creation and design: Free
- Advertising (optional): Variable, based on your budget
If you’re already a Professional seller with a registered trademark, the storefront costs exactly $0 to create and maintain. If you’re starting fresh, plan for the subscription and trademark expenses as the real barriers to entry.