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“Amazon storefront” can mean two different things. A brand owner or seller usually needs an Amazon Brand Store: a free, multipage shopping destination for products already listed on Amazon. A creator recommending products from different companies needs an Amazon Influencer storefront, typically reached through a URL such as amazon.com/shop/handle.
This guide focuses first on creating a Brand Store through the standard U.S. third-party-seller route, then explains the Influencer alternative, costs, approval process, and common problems.
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What is an Amazon Brand Store?
An Amazon Brand Store is a branded shopping experience inside Amazon. It can include a homepage, category and collection pages, product grids, lifestyle imagery, videos, brand-story content, and links to product detail pages. Amazon describes Stores as a way for eligible brands to showcase products, educate shoppers, and build brand recognition.
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A Store is not an independent ecommerce website. It does not replace:
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- Your Seller Central account
- Product listings and ASINs
- Inventory, fulfillment, pricing, or offer management
- Customer service and order obligations
- Advertising campaigns
It is better understood as a branded navigation and merchandising layer over products already in Amazon’s catalog. See Amazon’s official Stores overview.
Brand Store vs. Influencer storefront
| Feature | Amazon Brand Store | Amazon Influencer storefront |
|---|---|---|
| Primary user | Brand or manufacturer | Creator or social-media influencer |
| Main purpose | Showcase the brand’s own catalog | Curate recommended products |
| Main program | Amazon Brand Registry | Amazon Associates / Influencer Program |
| Products | Primarily products associated with the enrolled brand | Products selected by the creator |
| Typical URL | Amazon Brand Store URL | amazon.com/shop/handle |
| Monetization | Product sales, brand growth, and advertising | Commissions on qualifying purchases |
| Trademark | Brand Registry generally requires a pending or registered trademark | Not the same Brand Registry requirement |
| Creation tool | Brand Store builder | Influencer storefront / Creator Hub |
Amazon’s seller FAQ distinguishes the Brand Store route from the Amazon Influencer Program. Choose the route based on what you are trying to do: sell your own branded products or recommend other companies’ products.
What you need before creating a Brand Store
For the standard U.S. seller route, Amazon’s current guidance says you generally need:
- A Professional selling account
- An approved brand enrollment in Amazon Brand Registry
- An Amazon Ads account
- At least one product listed for sale in Amazon’s store
Brand Registry generally requires a pending or registered trademark and a brand name or logo permanently affixed to products or packaging. A logo alone is not a substitute for the trademark requirement. Acceptance can also depend on the trademark office, marketplace, and current Amazon enrollment rules.
Amazon’s Stores documentation indicates that eligible Store creators may also have a Seller, Vendor, or Agency relationship with Amazon. Therefore, the exact eligibility path and interface can vary by marketplace and account type. The steps below describe the usual path for a U.S. third-party seller.
Preflight checklist
- Seller Central login and business information
- Professional selling plan
- Approved Brand Registry enrollment
- Amazon Ads access using compatible account credentials
- Active product listings associated with the correct brand
- ASIN list and planned categories or collections
- Brand logo and short brand description
- Product photography and mobile-friendly lifestyle assets
- Rights or licenses for every image, video, logo, and piece of music
- Copy checked for unsupported medical, performance, comparative, or pricing claims
How to create an Amazon Brand Store
1. Create a Professional selling account
Start with Amazon’s seller registration guide. Registration may require your legal business name, address, contact information, tax details, bank-account information, government-issued identification, and identity verification.
Amazon’s U.S. materials list the Professional plan at $39.99 per month plus selling fees. Confirm the current price on Amazon’s plan-selection screen because pricing can change. The plan is an operating cost of selling on Amazon, not a separate charge for building the Store.
Amazon says many applicants can complete registration in hours, while identity verification often takes three business days or less. That is an estimate, not a guaranteed timeline.
If you already use Brand Registry, Amazon Ads, or Vendor Central, Amazon recommends using the same email address and password for Seller Central where possible. Mismatched credentials can make brands or Store tools appear to be missing.
2. Enroll the brand in Brand Registry
Apply through Amazon Brand Registry and provide the required trademark, brand, business, product, and relationship information. Amazon describes Brand Registry as free, but trademark application or registration costs and professional assistance are separate expenses.
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If your trademark is still pending, do not assume approval is automatic. Separate the status of the trademark application from Brand Registry approval and from Store-builder access. Amazon also promotes IP Accelerator as a way to connect businesses with trademark-service providers, but it does not guarantee approval or a fixed timeline.
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3. Register for Amazon Ads
Amazon’s Store setup guidance directs sellers to create or register an Amazon Ads account. This does not require you to immediately launch a paid campaign. The account is part of the access and management path; advertising spend is optional and variable.
Amazon’s Store-building guide and Stores and Ads page provide the current access routes.
4. List and associate your products
Products must be listed for sale before they can be added to a Brand Store. Before designing pages, check that each product:
- Is active rather than suppressed or inactive
- Uses the correct brand association
- Has a usable title, image, description, and variation setup
- Is available for purchase and preferably in stock for launch
- Is connected to the appropriate catalog listings
A Store cannot repair a suppressed listing, missing offer, poor product page, catalog error, or out-of-stock item.
5. Open the Brand Store builder
- Sign in to Seller Central.
- Hover over Stores in the main menu.
- Select Manage Stores.
- Sign in with Amazon Ads credentials if prompted.
- Select Create Brand Store.
- Choose the enrolled brand.
Amazon also describes an alternative advertising-console path: open Brand Content, choose Brand Stores, and select Create Brand Store. Menu names can change by marketplace, account type, or interface rollout, so look for the Brand Stores tool if the exact labels differ.
6. Choose a template or blank layout
The builder uses templates, drag-and-drop tiles, and prebuilt layouts, so custom code is not required. A blank layout may also be available.
Plan the information architecture before placing tiles:
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- Group products by customer need, use case, or category.
- Place the strongest product proposition near the top.
- Keep navigation shallow and consistent.
- Design for mobile first, then verify desktop.
- Use pages to help shoppers choose rather than duplicating the same product grid.
7. Build the homepage
A useful homepage often includes a logo, concise value proposition, hero image or video, category links, flagship or best-selling products, a short explanation of why the brand exists, and a clear route to shop.
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There is no universally correct layout. A skincare brand may organize around skin concerns, an apparel brand around collections, and a technical-equipment brand around applications or specifications.
8. Add category and collection pages
Possible page structures include:
- Shop by category
- Shop by problem or use case
- New arrivals
- Best sellers
- Gift guides
- Bundles
- Comparison pages
- Brand story
- Frequently asked product questions
Use these pages to reduce decision friction. A comparison page, for example, can explain who each product is for instead of forcing shoppers to open several unrelated listings.
9. Add products
Use the builder’s product-selection controls to add eligible products or collections. Review every product tile after placement:
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- Check the title and image.
- Verify the destination opens the intended detail page.
- Confirm the item is available for purchase.
- Remove outdated, duplicate, or unavailable products.
Do not create duplicate listings simply because an item is difficult to add. Resolve the underlying brand association, catalog, variation, or eligibility issue instead.
10. Add images, video, and brand content
Use only assets that you own or have properly licensed. Creative should be legible on mobile, consistent with the product detail page, correctly cropped for its tile, and free of misleading representations.
Be especially careful with medical, performance, comparative, “best,” guaranteed-result, discount, and pricing claims. Review Amazon’s Brand Store creative guidelines and acceptance policies before submitting. A seller can be eligible to create a Store and still have the Store rejected during moderation.
11. Preview and test
Use the builder’s desktop and mobile previews. Before submission:
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- Test every product tile and destination.
- Check more than one browser or device.
- Look for cut-off text and poor image cropping.
- Remove placeholder tiles.
- Verify spelling, claims, prices, and disclaimers.
- Confirm launch products are in stock.
- Ask someone unfamiliar with the brand to find a specific product.
There is no need to create a separate public test website. Work in the builder preview and save the draft until it is ready.
12. Submit for moderation
Submit the finished Store for Amazon review. Amazon checks Store content against its guidelines and acceptance policies before publication. Moderation timing varies, so do not promise that the Store will be live immediately or within a fixed number of days.
Amazon’s seller guidance indicates that, after approval, you may be able to make the Store available immediately or request a specific go-live date, depending on the account and interface.
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How to create an Amazon Influencer storefront
If you are a creator curating products rather than selling your own branded catalog, apply through the Amazon Associates and Influencer pathways.
- Apply using a qualifying public social-media profile or other accepted presence.
- Complete Amazon’s review process and provide the requested account information.
- Create your storefront after approval.
- Organize products into Idea Lists, photos, videos, or other recommendations.
- Use your storefront URL, often formatted like
amazon.com/shop/handle, where available. - Make the required Associate disclosure and follow Amazon’s operating agreement.
Amazon’s Associates review guidance says applicants are evaluated for original, publicly available content and qualifying traffic sources. It also says at least three qualifying sales are required within the first 180 days for the Associates review process; personal orders do not qualify. Requirements can vary by marketplace and program terms, so review the current rules before applying.
Commissions vary by category, marketplace, and current program terms. Amazon’s landing page advertises potential earnings of up to 10% on qualifying purchases and programs, but that is not a universal rate or income guarantee. Amazon may also select eligible creator content for onsite placements; inclusion is not guaranteed for every upload. See Amazon’s Influencer storefront information and content and onsite-earnings guidance.
How much does an Amazon storefront cost?
| Cost category | What to know |
|---|---|
| Brand Store creation | Amazon says the Brand Store itself is free. |
| Professional selling plan | Amazon’s current U.S. guidance lists $39.99 per month plus selling fees. |
| Selling fees | Separate fees may apply to products sold through Amazon. |
| Advertising | Optional and variable; creating an Ads account is not the same as buying campaigns. |
| Trademark | Costs vary if you apply for or register a trademark. |
| Creative and design | Photography, video, copy, or design may be done in-house or outsourced at variable cost. |
| Inventory and fulfillment | These remain ordinary costs of operating an Amazon business. |
So “free Amazon Store” means free Store-builder access, not free selling. Check Amazon’s current storefront guidance and plan-selection screen for marketplace-specific pricing.
Why is the Store option missing?
If Stores or Manage Stores does not appear, work through this order:
- Confirm Brand Registry enrollment is approved, not merely submitted.
- Check that the brand name exactly matches the enrolled brand.
- Verify at least one active product is listed and associated with the brand.
- Sign out and back in using the correct, synchronized Amazon Ads credentials.
- Check the advertising console for Brand Content > Brand Stores.
- Confirm the marketplace and account type are eligible.
- Contact Amazon support if the requirements are satisfied but the tool remains unavailable.
Amazon specifically directs approved Brand Registry sellers who encounter Store-creation errors to use the support/contact route. Interface labels may also change, so an absent menu is not by itself proof that the program has been discontinued.
Other common problems
The Store is rejected
Read the rejection reason before resubmitting. Common causes include unsupported claims, copyright or trademark issues, misleading representations, poor-quality or incorrectly formatted creative, broken links, and content that conflicts with Amazon policy. Correct the named issue, then review every page for the same problem.
Products cannot be added
Check brand association, listing status, ASIN eligibility, variation selection, catalog errors, and availability. Fix suppressed or inactive listings rather than making duplicate ASINs.
The Store is live but gets little traffic
A Store is not a standalone search-engine-optimization solution and does not automatically generate visitors or sales. Traffic may come from product detail pages, Sponsored Brands and other Amazon advertising, social media, email, packaging or QR codes where permitted, and other external marketing.
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How to design a Store that helps shoppers buy
- Merchandise by intent: Organize around what customers are trying to accomplish, not only internal product names.
- Keep the first screen useful: State the product range and most important benefit without requiring excessive scrolling.
- Strengthen detail pages: Store traffic still ends on product pages, so incomplete listings can waste the visit.
- Use consistent creative: Keep photography, colors, typography, and terminology coherent.
- Make mobile the baseline: Check readable text, cropping, tap targets, and page length.
- Maintain inventory: Remove or reposition products that are frequently unavailable.
- Test navigation: Have an unfamiliar person locate a specific product without help.
How to measure and improve performance
Amazon identifies Store metrics including sales, visits, page views, and traffic sources. Use these insights as a testing loop rather than treating the Store as a one-time design project.
- Find pages with visits but weak product engagement or sales.
- Compare traffic sources and the intent behind each source.
- Improve the first screen and category navigation.
- Remove outdated, weak, or unavailable content.
- Send relevant traffic to the most useful Store pages through permitted advertising or external channels.
- Recheck mobile behavior after major revisions.
Amazon may publish Store performance statistics based on its own internal data. Those figures should not be treated as a guarantee that every brand will see the same result.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
