Amazon Storefronts: The Ultimate Guide to Creating Your Branded Store [2021]

Growing a brand on Amazon has historically been very difficult. With Amazon’s early day focus on price combined with the ease of manufacturing in China there was an explosion of commodities. The quick replication of white label, easy-to-manufacture items that no one needed or wanted more of. 

Amazon Search of "Garlic Press" shows there are almost 700 different garlic presses available.

As time passed on and that no longer became a viable business model, the importance of growing a brand on Amazon (and off it) became apparent. 

In response to this (and the desire to attract big brand name products) Amazon has continued the development of more brand-centered tools, of which storefronts is now a part of. 

An Amazon Storefront is a branded page all to yourself. A place where you get your own piece of real estate to design for whatever you need. A place where no competitors show up and no advertising can (currently) intrude. 

And Amazon Storefronts actually solve a number of issues! One of which is helping customers find the other products in your catalog in an easy-to-use and organized way – without having to search around. 

The image shows the Amazon Storefront Catalog Page for Terrasoul highlighting there fruits & Berries. The top catalog tabs and the listings below are outlined for effect.

The previous method was simply through search which is always full of ads and other products. Not to mention that the search results might not display all of your products.

With a storefront you can do a multitude of things such as seasonal promotions, single product landing pages, and more which we’ll dive into in this article as well as give you a sneak peek to some of the backend analytics a storefront provides you.

Full width screen capture of 3 Example Amazon Storefronts. Showing Food for Humans, KOS and Equal Exchange.

What Are Amazon Storefronts 

As we mentioned above, Amazon storefronts are a recent addition to the tools available for brand registered sellers to help brands build brand awareness on Amazon. 

It’s a completely free way to build a store on the Amazon Marketplace that customers can either find through each of your individual listings or that you can drive traffic to via promotional links. It’s quickly becoming one of the most powerful tools in Amazon Brand Management for growing brand awareness and increasing sales. 

Here we’ll give you a full introduction to everything you need to know about Amazon Storefronts. We’ll keep this updated as new things come out so bookmark this tab and check back again when you have questions or want a refresher.

Why Did Amazon Create Them? 

Beyond just the trend for businesses needing more tools to grow a brand there are other motivating factors for Amazon to provide storefronts. 

The big one is competition. While not exactly the same thing, Storefronts serve as a counterweight to Ebay, Shopify and other platforms that are more small business friendly and already offer these tools. 

Ebay, Shopify, Etsy and other online marketplaces all have strong seller-focused cultures as opposed to Amazon’s customer centric one. This has led sellers to adopt these competitors at a much greater rate as they’re easier to use, have better customer service and allow the seller to build a more sustainable business (and brand). 

This is why (I believe) that Amazon has really begun to develop not just more tools for brands, but for sellers as well. At some point they realized that their 3rd party sellers are the future and that not only are they just sellers, but also customers.

Why you should have an Amazon Storefront 

There are several reasons that you should consider an Amazon Storefront a worthwhile investment. To summarize, they are: 

  • Build brand awareness 
  • Promote new products 
  • Drive offline traffic 
  • Show off your whole catalog 
  • Increase average order value 
  • Increase effectiveness of sponsored brand ads

Building Brand Awareness 

As I said previously, Amazon Storefronts are – first and foremost – a branding tool. 

They are there for customers to discover you, what you sell and what you believe in. Far more than any listing copy or A+ content can provide. You have a lot more control over your messaging, page design and results. It gives you a way to sell and drive traffic outside of the search and advertising ecosystem. 

While it’s a simple point, it’s true. If you want to build a brand on Amazon then a storefront is going to be the key. 

Promoting Your Products 

An Amazon Storefront is in many ways like a website (with less options). You have your header up top, a home page, navigation and the options to add images, text and link to your pages and products. What this means is that, like any website, you can change your images, text and overall marketing strategy with each passing season, holiday or promotional event. 

Amazon Storefront Example of Pawstruck showing off their subscription box tab as a single SKU promotion

When combined with the options we will talk more about below, such as driving offline traffic and sponsored brand ads, your storefront becomes a key part of your marketing and growth strategy on Amazon. 

Here is a short list of some things you can do: 

  • Christmas promotion (holidays) 
  • New Year’s promotion (fitness & health messaging) 
  • Black Friday / Prime Day Sales 
  • Raise awareness of a new product you’re launching 
  • End of Season Sale 
  • Cross-Sell / bundle Promotions or coupons 

Despite the simple layout in storefront pages you still have a lot of options for what you can do and are really only limited by the creativity of your marketing and design team. 

Driving Offline Traffic 

On Amazon, sales beget sales. It doesn’t matter where the sales come from, whether on search or on your storefront. If a product sells, its BSR will increase and its rank with whatever associated searches, keywords & customer profiles will also increase.  

This means that while you may receive more money for driving customers to your website (which you should still do), driving sales on Amazon will feed the Amazon flywheel [external link] which means that one sale will create more sales down the line. 

Graphic of the Amazon Flywheel, demonstrating the virtuous cycle of growth.

The Amazon storefront gives you a place to drive that traffic that won’t result in customers stumbling across competitors or getting distracted by an ad. You can link to it from your website, promote the link on social media or even run Facebook ads to special landing pages you’ve designed on your page. 

The fact that you can create a special page to drive traffic for Amazon sales is especially powerful. The hardest part of Amazon is competing with all the other products in search results and on the listing pages. Storefronts solves this issue, allowing you to design the experience and drive conversions and sales. 

Displaying Your Whole Catalog 

The biggest downside of a search engine like Amazon is that you can only show up once at a time and only for that specific search term the customer is searching for. In addition to that, you can’t control the advertising slots on your page or the listings that will show up. This makes it incredibly hard to market the rest of your product line to customers 

Storefronts solve this issue. 

Amazon storefronts allow you to show off your entire catalog on one page, split your catalog into different pages and/or highlight specific products on specific pages all easily seen on the product page tabs. 

Image highlighting the page tabs of Pawstruck's Amazon Storefront

This means you can adapt your storefront every month based on your business goals. 

Need to sell through a product quickly? Run a promotion and highlight it on your storefronts home page. 

Want to bring awareness to your new product? Design some new graphics and put them at the top of your home page with a link to a dedicated page on your storefront. 

With some time and effort, storefronts gives you the adaptability of a website on the Amazon marketplace that can help you promote your entire catalog. 

Increasing Your Average Order Value 

With the ability to design landing pages, show off promotions and display your whole catalog it becomes easy to see how you might raise the average order value of your account. 

An Amazon Storefront is an opportunity to build trust with the customer and/or give customers who already trust you the opportunity to try more products from your brand. This is where the branding advantage comes into Amazon storefronts. 

If someone on Amazon is searching out your brand on the search results then they may not know what they’re looking for which likely means a lost sale. If someone has landed on your storefront then they likely clicked through to your brand because they are curious about you. 

Image of a Pawstruck Jumbo Cow Ear listing on Amazon with a link underneath the title saying "Visit the Pawstruck Store"

If they’re going to go to through the effort of clicking through to your storefront then it’s very likely that they either already trust you or are very close. Which means you may have a customer with a long customer lifetime value (CLV). A loyal customer that will keep buying from you, seek you out online, and talk about you to their friends & family. 

Increasing the Effectiveness of Sponsored Brand Ads 

One of the keys to success is a well-structured and organized advertising strategy on Amazon. One that is effective and reaches its goals of not just converting sales but building your brand. 

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This is the purpose of sponsored brand ads. The most well-known of which is the previously called “headline-search Ad”. 

Image of a search for "Silicone Spatula" highlighting the Amazon Headline Ad right above search

Of course, one of the difficult parts of these ad types were that you had to link your product pages to them.  

Same image as above of the headline search ad except this time it points out the 3 singular amazon listings in the ad that you can click on

But now you can link them to your store. 

Amazon search result for "Pawstruck" with the headline search ad highlighted. It shows a link to go to Pawstruck's Amazon Storefront

This means that you can drive traffic on Amazon search results directly to your storefront (which is hopefully a well-designed landing page) that does not have competitor listings on it, shows off your whole catalog and is engaging in a way that does not have them immediately clicking off to other search results. Customers can add multiple items straight to the cart from your storefront and check-out. Easy as that. 

When should you make one? 

There are a couple things you’re going to want to have before creating your Amazon Storefront. 

First, you’ll need Brand Registry (Read: Is Brand Registry Right For You)

Second, you’ll likely want more than 3 SKUs to justify the investment. Storefronts are not cheap, so unless you are specifically building off of the success of a single product and can afford it. then you might want to wait until you have a catalog of products that allow you to take full advantage of a storefront. 

If you have 3 SKUs then you can display your whole catalog and cross-sell, take full advantage of sponsored brand ads and build out multiple, engaging landing pages on your storefront with products that build real value in someone’s life. 

If you have those two above then you’ll still want to have a plan on how to use it as well as a designer that can make you one worth showing off. A storefront is basically a website, so don’t make one if you can’t afford to get it right. Otherwise it’s a waste of time and money. 

How to Set Up an Amazon Storefront 

We won’t go into the full design process here as you can find detailed information on Amazon’s store creation guide but here are the steps you will want to take. We’re assuming you already have a storefront strategy and a designer you are working with to make the right sized images. 

  1. Go to Advertising>Stores in your ad console, vendor central or seller central dashboard 
  1. Amazon will show you a list of your brand-registered brands. Choose the brand you want to create a storefront for 
  1. Select a template that you want to use (this should already be decided in your design phase) 
  1. Build your home page 
  1. Build out your storefront pages (if needed) 
  1. Double-check that everything is linked properly and that your storefront is easy to navigate 
  1. Preview the store to get a feel for it 
  1. Submit your store for approval 
  1. Wait 1-3 days for approval

How You Can Design an Amazon Storefront Better 

If you’re going it alone for setting up a storefront here are some things you should consider: 

  1. Determine your strategy 

Are you focusing on driving online traffic, taking advantage of sponsored brands, launching a new product or looking to raise awareness of your whole catalog? Your strategy determines what you will do and how you will implement it. 

  1. Look up great examples of other Amazon Storefronts that you can get inspiration from.  

Look at your competitors and consider starting with that as a base model, then tweaking to fit your brand. 

  1. Make Navigation easy (use easy names and links) 
  1. Take advantage of your top banner to resonate with your target customers values 
  1. Consider video if you have it for the top or bottom of the page 
  1. Think about images on your storefront the same way you think about Images for Your Amazon Listing 

Start small. Just a homepage is enough to get started as long as you do a great job. 

How to maintain one 

Amazon states in their documentation that you should keep your storefront updated frequently. Create a process for reviewing the performance (more on that next) and planning out new designs based upon your brand’s strategic objectives in the coming months.  

I recommend reviewing and refreshing it every month. There’s always at least a small improvement you can make to increase conversion or test an idea. 

In addition to that it will be important to keep an eye on which products in your catalog are on the storefront. Amazon will not remove the listing from your Storefront the same way they do in search results when you are out of stock. That is your responsibility so make sure to take out anything that is not in stock lest you end up giving the customer a bad experience. 

Make sure you’re doing at least these 4 things each month: 

  1. Cleaning out SKUs that are not in stock 
  1. Measuring the effectiveness of your current design
  1. Updating imagery for upcoming seasons & holidays 
  1. Taking out expired promotions 

How to Measure effectiveness 

One of the coolest features of Amazon storefronts is the ability to see some of the numbers behind it. 

You’ll find that store insights are very similar to a website’s ecommerce insights. It’s a basic overview of traffic and sales that you can view over time, break down by specific pages or by specific traffic sources. 

You can tell if traffic (and thus sales) is coming from organic traffic on Amazon, via sponsored brand ads or from any of your custom source tags. 

Custom source tags are particularly helpful as they allow you to measure your offline traffic. You can use specific tags for specific campaigns to measure their effectiveness both in driving traffic and in driving sales. You can use the link above to learn more about them. 

Storefront insights is something you should be looking at regularly to see the effectiveness of your campaigns. Make sure you are working the available KPIs into your Amazon strategy’s strategic objectives. 

Closing Summary/Key Takeaways 

Here are some of the key takeaways: 

  • Amazon Storefronts are for building your brand 
  • Storefronts are the only place where you have ALL of a customer’s attention 
  • They’re a great tool for driving offline traffic and promoting sales 
  • Storefronts are an investment and should be treated like one 
  • Backend Analytics offer you insights to promotional campaigns and how your pages are doing 

We mentioned it earlier but here is a link to some great examples of Amazon storefronts and if you want to dive into the documentation you can find that here

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