How to Create an Amazon Store in 2024

How to Create an Amazon Store

Launched in 2017, Amazon Stores essentially allows sellers, brands and small businesses to promote themselves and their products using a dedicated eCommerce platform.

Despite only being released in recent years, Amazon Stores is now a key feature in Amazon Advertising that requires no budget, enabling businesses of any size to create an Amazon store and provide their mini-website within the Amazon site.

While it began with only a few selected businesses being allowed to create their own Amazon URL and Store, it is quickly becoming far more accessible and valuable for sellers to utilise.

Whether you’re an existing Amazon seller or brand and are looking to take your selling strategy one step further, here’s a complete guide on why and how to create an Amazon Store.

What are Amazon Stores?

Creating an Amazon Store gives sellers a platform to create, brand up and showcase their products in a separate and distinct area, away from the competition of Amazon search results.

It is completely free for existing sellers to set up an Amazon Store, but the benefits and features on offer can work wonders for your brand’s reputation and allow you to elevate your Amazon Advertising strategies with a unique and trackable URL.

Rather than just having your products appear alongside close competitors in search, you can point ads and links to your dedicated store to provide potential customers with a virtual shopping experience and benefit from the increased traffic.

What Do Amazon Stores Have to Offer?

Aside from the clear benefit for your brand of having a dedicated area to promote and categorise your products, Amazon Stores also comes with a range of other useful features.

Amazon Advertising

Amazon Stores is part of the Amazon Advertising program, which means you can use your store to market your brand both on and off Amazon. By adding a tag to your store’s unique URL, you can easily track and gain valuable insight into shopping behaviour, sales, conversions, demographics and much more to educate future ad campaigns.

There are several profitable options for advertising your Amazon Store.

  1. Sponsored Product Ads
    Sponsored Products allow established Amazon sellers to bid for specific keywords and benefit from instant visibility, with Sponsored Products appearing on the first page of product search results. Sellers can bid higher or lower using an automation tool depending on the opportunity for conversions, with you only having to pay for an ad when people click through to your products.
  2. Sponsored Brand Ads
    Once you have gone through the Amazon Brand Registry and have an Amazon Store set up, you can benefit from Sponsored Brands ads too. These allow you to go one step further, promoting your brand as a whole and not just individual products. You can choose up to three products to feature alongside your brand name and logo and direct people to specific product listings or your Amazon Storefront.
  3. Sponsored Display Ads
    For those that have more experience in advertising and a higher budget to invest in promotion, Sponsored Display Ads are another beneficial Amazon offering. Rather than simply targeting specific keywords to boost the visibility of your products, you can create multi-faceted retargeting campaigns based on shoppers’ interests, close competitors, or categories. Display Ads aren’t limited to the Amazon platform either – you can put your product pages and branded Amazon Store in front of people who have clicked off your pages either on or off Amazon with an effective retargeting campaign.

Amazon Brand Registry

When you’re ready to create an Amazon store, you will need to go through the Amazon Brand Registry process, if you haven’t already. By registering your brand, you can not only benefit from increased control over the branding of your products on Amazon, but Amazon’s automated protections can help you to identify and remove any inaccurate or infringing content on the platform.

Brand Analytics

Once your brand is registered with Amazon, you can use Amazon’s analytics features to gain insight and analyse the success of your store. Brand Analytics is accessible for sellers with registered brands, providing data that allows you to analyse competitors, compare products similar to your own and analyse the demographics of your customers in terms of age, income, gender, education and more.

Over time, Brand Analytics can provide you with a strong understanding of your target market, your brand’s top search terms and conversion rates for certain products or categories.

How to Create an Amazon Store (7 Steps)

Now you understand all that’s on offer when you create an Amazon Store, have put together some key steps to setting up and optimising a storefront to stand out from competitors.

1. Professional Seller Account

If you aren’t already selling on Amazon, your first job is to create a sellers account and wait for your account to be approved.

You will need to provide:

  • Account name
  • Business address
  • Tax identification number
  • Identity verification
  • Bank statement
  • Payment details for Amazon fees
  • Bank account information for your bi-weekly deposits
  • If you aren’t already selling on Amazon, your first task is to create a seller account and get approved (link to the blog on selling on Amazon).

2. Amazon Brand Registry

As mentioned previously, Amazon Brand Registry is the next essential step to create an Amazon Store. It’s not available to resellers, reserved for brands that have an active registered trademark on their products and packaging.

Once your brand is officially registered, you will gain access to a range of valuable features like gated product categories, increased advertising opportunities, brand messaging advice, lifestyle images and other marketing assets to use on your store.

When getting started with Amazon Brand Registry, you will need:

  • Registered and trademarked brand name
  • Registered brand serial number
  • Countries where your product is manufactured and distributed
  • Image of your brand name on your product
  • Image of your brand name on your product label
  • Image of your product

3. Create Your Store

Amazon stores

Once your brand is registered, you can get cracking with creating your store and homepage. Head to ‘Manage Stores’ in your Seller Central area, select a homepage theme and template and you’re good to go.

If you prefer to create your template, you can use drag-and-drop tiles including text, images and even video, to highlight your key products. You can even add a short video to your homepage to tell your brand’s unique story, reinforce your brand image and show the faces behind your brand to establish trust.

4. Build Your Pages

Once your store’s homepage is nailed and represents your brand down to the ground, you can move onto creating a range of other supporting pages to build a multi-faceted online store. When building your Amazon ecommerce store, always keep in mind that it needs to be simple to navigate and understand. As with any website, user experience is key to making conversions so it’s important to make sure your customer journey is as smooth and seamless as possible on Amazon.

Before getting stuck straight in to create an Amazon Store with a high volume of pages, put together a site structure with a clear hierarchy for your homepage, category pages, product pages and more.

There are three key page templates to use, though of course, you can create your own designs if you prefer:

  • Product Grid: The product grid design offers brands a simple way to display a high volume of similar products alongside each other. You can fit a large number of products onto one page, meaning shoppers can easily browse your entire range with minimal scrolling. Product grids are ideal for specific product categories where your customer is clear on the type of product they are looking for and simply wants to browse and compare all your brand’s relevant products efficiently.
  • Marquee: Marquee designs are slightly more complex, allowing brands to curate key product types onto one page, use high-quality and eye-catching imagery, add descriptions, and even include positive quotes from previous customer reviews. Marquees can be highly effective when used on category pages, so browsers can easily navigate to the specific type of product they need.
  • Showcase: Showcase design templates offer your brand more creative freedom and can be ideal for homepages or category pages, where brands should create content-rich and highly visual experiences for potential customers. You can feature a wide range of your brand’s bestsellers, as well as highlight current offers and products that need a push.

5. Add Content Tiles

To create an Amazon Store, you will need to familiarise yourself with the concept of content tiles. Essentially, these refer to any content on your store that browsers can interact with, whether it’s an image, video, gallery, or product title.

It’s important to use a wide variety of content tiles across your store so customers are not left confused about where to click and which pages to visit. Amazon Stores offer a range of content grids to make use of, such as hero images, navigation bars, brand logos, product grids, image tiles, mixed product and text tiles and more.

Spend time curating an Amazon Store that appears highly professional, is in line with your branding and holds people’s attention.

6. Upload Your Products

If you’re a new Amazon seller, now is the time to make sure all your products are uploaded and optimised effectively. The chances are though, you will already have a range of products ready to go. In this case, you can use your products Amazon Standard Identification Number (ASIN) to search for individual products and promote them on your Amazon Store.

You can add products to your store manually using ASIN numbers, or let Amazon populate your store for you using relevant and specific keywords.

7. Go Live

Once your pages, navigation, content tiles and products are all ready to go on your Amazon Store, you will need to submit your store to Amazon to review and put live. Before submitting your store, be sure to make the most of the Store Preview feature, where you can view your store from a consumer’s perspective. When doing so, make sure you proofread everything, ensure consistent branding and imagery, and provide a seamless customer journey. You can even ask people outside your brand to try and use the store from an outside perspective.

Final Thoughts

Creating and using an Amazon Store to display and promote your products has some obvious key benefits such as having a dedicated area and URL for your brand away from competitors.

On top of this though, the increased advertising opportunity and use of Brand Analytics can allow your brand to benefit from a stronger understanding of your target market and ensure your store is being put in front of the right people.

For established brands on Amazon that have a wide range of products on offer, it can be difficult to manage your pricing strategies and keep on top of competitive pricing across the board. supports brands by allowing them to manage their repricing across all Amazon marketplaces. Simply enter your product’s costs, profit margins, stock levels and more and the tool will automatically lower or increase prices depending on demand, competition, busy periods, Buy Box opportunities and more.

You can try completely free for 14 days and experience the benefits of using an advanced automatic repricing tool on your sales and profits. Get in touch with the team to find out more about what the tool can offer your business today.

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Chris Dunne
Chris Dunne
Digital Marketing Manager @
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