An Amazon Storefront (officially called a Brand Store) is a free, customizable multi-page shopping destination within Amazon where a brand can showcase its full product catalog, tell its story, and create a cohesive browsing experience. Think of it as your own mini-website inside Amazon, separate from the individual product listing pages that most shoppers see first. Any seller enrolled in Amazon Brand Registry can build one at no extra cost.
How a Storefront Differs From a Product Page
A standard Amazon product listing is a single page focused on one item: its title, images, bullet points, price, and reviews. A Storefront pulls the camera back. It lets you organize your entire product line across multiple pages, group items into collections, highlight seasonal deals, and add brand-level content like videos and lifestyle imagery. Shoppers land on a product listing when they search for a specific item; they visit a Storefront when they want to explore everything a brand offers.
Shoppers can reach your Storefront by clicking the brand name (called the “byline”) that appears in blue text near the product title on any of your listings. Every Storefront also gets a unique URL you can share in social media posts, email campaigns, or ads outside of Amazon. Storefronts display on both the Amazon website and the mobile app, and they can surface in search results and through Amazon Ads.
Who Can Create One
You need to be enrolled in Amazon Brand Registry, which requires owning a registered trademark for your brand. Amazon now accepts pending trademark applications, so you don’t have to wait for full registration to get started. Once enrolled, you gain access to the Store builder along with other brand tools like A+ Content and the Brand Analytics dashboard.
Brand Registry enrollment is becoming increasingly important beyond Storefronts. Starting in spring 2026, sellers using Fulfillment by Amazon (FBA) with manufacturer UPC barcodes will need Brand Registry. Without it, you’ll have to apply Amazon’s own FNSKU labels to every unit you send in.
What You Can Build With the Store Builder
Amazon’s drag-and-drop Store builder uses a tile-based system. Every page starts with a header section (which includes a hero image, your brand logo, and a navigation bar) and can hold up to 20 content sections total. You don’t need coding skills or a designer to put one together, though polished images and videos help.
The available content tiles give you a wide range of creative options:
- Shoppable image tiles let you tag up to six products within a single lifestyle photo. Shoppers hover over or tap the tagged points to see the product name, price, star rating, and an option to add the item to their cart without leaving the page.
- Video tiles play in a standard player with play, pause, and full-screen controls. You supply both a video file and a cover image. Background video tiles are also available and auto-play on silent as the shopper scrolls, useful for mood-setting brand content.
- Product grids display four or more products in a full-width layout, pulling in each item’s image, price, Prime badge, and star rating automatically. You can choose a standard square grid or a taller format.
- Best seller tiles automatically populate with your top five selling products, keeping your most popular items front and center without manual updates.
- Text tiles, image tiles, and image-with-text tiles handle everything from brand storytelling paragraphs to banner graphics. Image-with-text tiles support overlaid or side-by-side layouts with customizable text size, alignment, and color.
- Gallery sections show up to eight images in a full-width grid, useful for showcasing product photography or lifestyle shots.
- Product tiles come in two flavors: a “product detail” version that auto-pulls listing info and an Add to Cart button, and a “product editorial” version where you write a custom title and description.
You can create multiple pages within a single Storefront, each with its own navigation link. Brands commonly set up pages by product category, use case, or seasonal collection, letting shoppers browse the way they would on a standalone e-commerce site.
Tracking Performance With Store Insights
Once your Storefront is live, Amazon provides a set of analytics tools through the Brand Analytics dashboard. These metrics help you understand how shoppers interact with your Store and where your sales are coming from.
Key data points include the top search terms driving traffic to your brand, click-through rates showing how often shoppers click your product after searching, and conversion rates revealing how many of those clicks turn into purchases. You can track performance trends over time to see whether visibility and sales are growing or stalling. The dashboard also surfaces demographic information (like the age and gender breakdown of your customers) and shows which products shoppers frequently buy alongside yours, even if that companion product belongs to another brand.
These insights are practical for refining your Storefront layout. If a search term drives lots of clicks but few purchases, you might redesign the landing page for that traffic, adjust pricing, or improve your product images. If your analytics show that a particular product category outperforms others, you can give it a more prominent spot in your Store’s navigation.
Why Brands Use Storefronts
The most immediate benefit is control over how your brand appears on Amazon. On a standard product page, shoppers see competitor ads, “similar items” carousels, and other distractions. A Storefront is your space alone, with no competing brands displayed alongside your products.
Storefronts also serve as landing pages for advertising. If you run Sponsored Brands ads (the banner-style ads that appear at the top of search results), you can send that traffic to your Storefront instead of a single product listing. This gives shoppers a broader view of your catalog and can increase the average order value since they’re browsing multiple items rather than deciding on just one.
The unique URL makes your Storefront useful off Amazon too. You can link to it from Instagram, TikTok, email newsletters, or your own website. Every visit lands in an environment you’ve designed, with your branding, your product organization, and your messaging front and center.
Cost and Time to Launch
Building a Storefront is free. There’s no additional fee beyond what you already pay for your Amazon selling plan and Brand Registry enrollment. The Store builder is self-service, so you can publish a basic version in an afternoon if you have product images and a logo ready. More polished Storefronts with custom photography, video content, and multiple category pages typically take longer to plan and produce, but the builder itself doesn’t impose a time limit or charge per page.
After you submit your Storefront, Amazon reviews it for compliance with its content guidelines. This review usually takes up to 72 hours. Once approved, the Store goes live and you can update it anytime, running the same review process for each edit.