Amazon Storefront
An Amazon Storefront is a branded multi-page shopping experience within Amazon.com, available to Brand Registry members. It acts as a mini-website on Amazon where you can showcase your full product range and brand story.
What is Amazon Storefront?
Amazon Storefronts are free for Brand Registry sellers and allow creation of a fully branded, multi-page store at amazon.com/stores/[YourBrandName]. You can build pages for different product categories, hero content, lifestyle imagery, video, and brand storytelling — without competitor ads or external distractions that appear on standard product detail pages.
Storefronts serve multiple functions: they are the destination for Sponsored Brands campaigns (increasing conversion rate vs. sending traffic to a product page); they enable Amazon Attribution tracking of off-Amazon traffic; they qualify brands for Sponsored Brands Video ads; and they improve the brand's overall professional appearance on Amazon.
Amazon provides detailed analytics for Storefronts including: total page visits, unique visitors, sales attributed, units sold per page, and traffic sources. This data allows brands to optimise which pages generate the most revenue and which brand messaging resonates with shoppers.
Why it matters for sellers
Sponsored Brands campaigns that link to a Storefront page convert at 12–18% higher rates than those linking to a product listing — because the Storefront removes competitor ads and shows a curated brand environment. For DTC brands running off-Amazon traffic (Instagram, TikTok, email), the Storefront provides a trackable landing destination on Amazon via Amazon Attribution, enabling true channel ROI measurement.
How to use Amazon Storefront
Build your Storefront with a homepage (brand hero image, featured products), and separate pages for each major category (e.g., 'Skincare', 'Supplements', 'Bundles'). On the homepage, feature your bestsellers prominently above the fold. Use lifestyle imagery and brand story content — not generic white-background product shots that look like any other listing.
Link all your Sponsored Brands campaigns to the most relevant Storefront sub-page (not always the homepage). A Sponsored Brands ad for 'protein powder' should link to your protein powder category page, not your general brand homepage. This increases relevance and conversion rate.
Real-world example
A pet supplement brand builds a 4-page Storefront: Homepage, Dogs, Cats, and Bundles. They redirect all Sponsored Brands traffic to category sub-pages. Sponsored Brands campaigns linked to the Dogs page convert at 14.2% vs. the previous product-page destination at 11.7%. The Bundles page, promoted via email to their customer list via Amazon Attribution links, generates $12,400 in attributed sales in 30 days — with a clear ROAS of 8.3× on the email sends.
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Frequently asked questions about Amazon Storefront
Do I need Brand Registry to create an Amazon Storefront?
Yes. Amazon Storefronts are exclusively available to sellers enrolled in Amazon Brand Registry, which requires an active registered trademark in the selling country. Once Brand Registry is approved, Storefront creation is available at no cost via Seller Central under the Advertising tab.
Can I use my Amazon Storefront as a landing page for off-Amazon ads?
Yes, and this is a key use case. Use Amazon Attribution to create trackable links to your Storefront for each off-Amazon channel (Facebook, TikTok, email). This lets you measure how many Amazon sales each external channel drives. Amazon also runs an off-Amazon advertising bonus programme where brands can earn up to 10% of qualifying sales driven by off-Amazon traffic to their Storefront.
How often should I update my Amazon Storefront?
Refresh seasonal content quarterly (Q4 holiday theme, summer, etc.). Update featured products whenever you have new launches or bestsellers change. Amazon's algorithm shows Storefronts with recent activity more prominently in brand-related searches. A Storefront that hasn't been updated in 12+ months signals a less active brand.