How to Make an Amazon Storefront

Posted on June 7, 2023 | Updated on December 27, 2023

Those with the entrepreneurial bug may be ready to dive into e-commerce. Likewise, the time might be right for an established brand to take its products global. Regardless of where someone stands as a seller, learning how to make an Amazon storefront could ultimately be the key to their success. 

An Amazon storefront allows a seller to reach a broader customer base and efficiently manage the inventory and distribution of goods. In an age where e-commerce has become as routine as walking into a brick-and-mortar store, brands can maximize revenue through online sales.  

Of course, creating an online presence is a challenging and time-consuming process. Brands must learn how to make their Amazon storefront stand out amongst competitors and master best practices to improve the overall customer experience.

This guide will walk new Amazon sellers through creating a storefront and utilizing resources to thrive in the e-commerce marketplace.

The Largest E-Commerce Marketplace Worldwide

When Jeff Bezos started Amazon as a book retailer in 1994, few could imagine the company would propel itself into the e-commerce force it is today. As of November 2023, Amazon made up 37.6% of the e-commerce market in the United States.

In 2022, over 60% of Amazon sales were made by independent sellers, equaling around $4.1 billion sold worldwide.

The pandemic dramatically increased seller revenue on Amazon during COVID-19 as more people hunkered down and stores transitioned to online marketplaces to stay afloat. Although the lockdowns seem to be in the past, many consumers found online shopping more convenient and still turn to Amazon and other big box online retailers to order what they need.

As younger generations come into their own buying power, expect more of a push toward e-commerce. Gen-Z grew up with electronics from the beginning and they are quite comfortable navigating the online shopping world.

Benefits of Selling on Amazon

Making an Amazon storefront takes courage and determination to get your brand off the ground and may intimidate some people. There are also several seller guidelines to follow and a large pool of competitors to contend with. 

Yet, Amazon remains one of the best platforms for third-party sellers to earn income and grow their business. Here are some of the benefits of becoming an Amazon seller:

  • Access to a growing customer base — Amazon has over 300 million active users in 180 countries, which is constantly increasing
  • Ability to reach 200 Prime subscribers — members typically look to see whether a storefront offers Prime eligibility on products before purchasing
  • Utilizes a sophisticated algorithm to meet buyers’ needs
  • Provides numerous resources for seller success, including Seller Central, Amazon Brand Registry, Seller University and advertising
  • Offers Fulfillment By Amazon (FBA) to assist sellers in managing sales, shipments and returns

Sellers will face challenges on any e-commerce platform they choose. However, Amazon does its best to equip brands with the necessary tools and programs to succeed.

How to Make an Amazon Storefront in 5 Easy Steps

Before you make an Amazon storefront, it’s vital to consider various aspects of your business. Who is the target audience? What is it that you plan to sell? Do you have a set pricing strategy? Once you have developed a business model, you can become an Amazon seller in these five easy steps.

1. Sign Up for a Seller Account

You’ll need to create a seller’s account and choose a plan to launch your Amazon storefront. You can access and manage your store through the navigation bar at the top. If you have trouble locating your seller account, move to the bottom of Amazon’s home page and look for the words “Make Money With Us” in bold. Under that column, you’ll find “Sell on Amazon.” Click on the words to go directly to your seller account.

You’ll need to “Sign Up” for an account. Amazon charges sellers $39.99 per month plus selling fees to maintain a storefront. It is likely you’ll make more than $40 per month, but the first few months could be a loss as you load products to your store and wait for your first sells. Once you gain some traction and gather consumer reviews, you’ll likely make a tidy profit, but there are no guarantees.

Next, Amazon will prompt you to register your brand and upload a logo. Consider brands with recognizable logos — Starbucks, Nike, Target, McDonald’s, Mastercard and Amazon itself — and determine what makes them stand out. 

Your logo should be well-thought-out — everything, from colors to fonts, can highlight brand identity and impact buyers if done correctly. What makes you distinctive and how can you highlight it?

Lastly, Amazon will ask you to indicate how you want your products laid out in the store. You can choose a template of your liking.

2. Create an Online Seller’s Hub

Create multiple pages in your store to organize your product offerings — a drop-down menu makes navigating each page easier. You can also create tiles by clicking “+ Add tile” to include products, content, photos and videos.

A Bestseller Slider is available to highlight popular products, while the Recommended Products automatically pulls similar products that others have searched for. 

3. Generate Product Listings

What’s a store without product listings? Click on a tile and select the “product” tag, then choose which products you want to include. 

Product listings are a crucial component of selling on Amazon. Listings should include eye-catching headlines, clear product photos and detailed descriptions. Sellers can choose featured products or allow Amazon to populate displays based on customer preferences. You may also use A+ Content — a tool that will enable you to include lifestyle imagery and product comparisons.

Use search engine optimization (SEO) keywords to increase product listing traffic. The correct keywords make your products easier to find during searches. 

One way to locate what people search for on Amazon is to begin a search in the Amazon toolbar and see what other suggestions drop down. For example, if you sell golf products, you might type the word “golf” and pause. You’ll see a drop down of other phrases people have searched for, such as golf accessories for men, golf balls, golf gifts for men, golf tees and golf shirts for men.

The most popular searches will change and this is just a beginning to get ideas for keywords. You should search each phrase yourself and then sort by bestsellers to see which products rank well for the phrase.

4. Boost Brand Awareness

Besides SEO, there are other opportunities to generate a buzz around your brand and products. Sellers may lean into social media marketing, web content and email marketing to drive traffic to their Amazon storefront.

For example, buyers may be apt to make a purchase when you regularly offer discounts, coupons and other promotions. You can notify customers of these perks through social media posts or monthly newsletters to email subscribers.

If you sell a unique product for your business, enlist the help of influencers to get the buzz going. The influencer tries the product—usually for free—and shares their experience with others. Ideally, they’ll also include a link where people can buy the item. You’ve probably seen products on TikTok or Instagram go viral thanks to the help of influencers.

5. Utilize Seller Tools

Amazon offers numerous seller tools to enhance the buying experience, attract customers and increase revenue. Sellers can download the Seller App to manage and track their business from their smartphones. 

There are also automation tools to streamline mundane tasks and reprice items. Other opportunities include Amazon Vine — which allows trusted buyers to express their opinions on products — and Perfect Launch Playbook to help you achieve greatness in the first 90 days.

6. Ask for Reviews

Amazon has some pretty strict terms of service (TOS) surrounding reviews. You can’t pay someone for a good review or tell them how to review you. What you can do is message your buyers and encourage them to leave you feedback on Amazon.

The key to staying above board with Amazon’s TOS is to not tell the buyer how to review your item and only contact people who’ve bought and tried your product. If you receive negative feedback, respond best you can and look for ways to solve any issues buyers bring up.

Tips to Succeed as an Amazon Seller

Some might agree that setting up your Amazon storefront is time-consuming but easy compared to building your own site and coding from scratch. As you launch your brand, there’s always the chance you’ll face difficulties in getting your store off the ground.

For instance, one Amazon seller remarks on a mistake she made as a beginner seller — she lost $12,000 in revenue after incorrectly filling out a coupon code on a product. To avoid significant mishaps like this and other setbacks, consider the following tips to succeed:

  • Regularly update SEO keywords for listings based on trends
  • Take time to understand Amazon’s algorithm to optimize your product descriptions
  • Price items according to their worth
  • Ensure your products list at competitive prices — overpriced items are unlikely to generate sales
  • Review brand analytics reports to understand which items are selling the quickest at the highest profit
  • Create a process where you double-check settings before publishing sales or price points
  • Get more eyes on your store. Enlist the help of family and friends to make sure you aren’t pricing things incorrectly
  • Read stories about other successful sellers to see what you can glean from their efforts

Most importantly, providing optimal customer service is crucial for brand loyalty. You are bound to receive negative reviews occasionally — how you respond matters. Studies have shown that 90% of purchasing decisions are influenced by positive customer service. Further, it’s important to read feedback and implement suggestions into your business going forward to increase satisfaction with your brand.

Leveraging Promotions and Advertising for Your Amazon Storefront

Advertising is an effective method to drive traffic and sales to your Amazon storefront. Once you have it set up, you’ll need to leverage advertising to boost your store. Use the following tips to maximize the impact of your ads on Amazon.

1. Choose the Right Product to Advertise

Selecting the right product is critical to attracting customers and selling new products. If your listings need sales, advertising will guarantee customer purchases as long as they fill a need. Consider looking at the demand and competition for your product. Analyzing this information can guide your decision in choosing which product to advertise.

Pay attention to the competition. It’s better to advertise a top-selling item with low competition than one with massive competitors. It’s easy to get lost in the noise, especially if you’re a new brand trying to establish a reputation.

2. Optimize Your Product Listing

Before you advertise, ensure your product listing is top-notch. Product listings should have high-quality images, clear titles and detailed descriptions to enhance appeal. Incorporate customer reviews and answer FAQs. A well-optimized listing improves the conversion rate when potential buyers click on your ad. 

Walk through each phase of the buyer’s journey to ensure you didn’t miss any key touchpoints. You can lose customers at any point in the sales funnel. Make the entire experience seamless and people will be more likely to convert.

3. Use Relevant Keywords

Keyword selection drives visibility. Use Amazon’s Keyword Tool to identify high-traffic and relevant terms. Incorporate primary and long-tail keywords to cover varied search queries your customers may use to find certain products. Finally, continually refine your keyword list based on ad performance data to increase your reach.

4. Set a Budget

Establish a budget that aligns with your business goals. Start with a modest budget to test the waters. Monitor your CPC (cost-per-click) and adjust accordingly. It’s essential to ensure the advertising costs stay within the profitability of the product you’re promoting.

You must reinvest a portion of your profit into advertising if you want to grow your brand. Many companies spend 20% or more on marketing. In the early days, throw as much as you can afford at getting the word out.

5. Optimize Campaigns With A/B Testing

Regularly test different ad variations to see which ads perform better. This could mean trying other product images, titles or keywords. Once you create two or three different ads, monitor their performance by tracking metrics. Consider looking at click-through rates and conversions. These insights will help you refine your campaigns for better ROI and allow you to maximize your results.

Many social media platforms track two or more versions of an ad and let you know which performs best. You can learn from past campaigns. Perhaps your customers prefer bright colors, particular words or a certain discount. Learn what they respond to and go from there.

Post-Launch Strategies for Your Amazon Storefront

Once you launch your Amazon Storefront, you will have much work to do from here. Setting up your store is only the first part of selling products. Yet, the real effort lies in maintaining your store and spreading the word about it. Consider implementing these tactics for selling on Amazon successfully.

Promote Your Store on Social Media

Promoting your storefront on social media is a great way to create buzz. To enable it effectively, identify your target audience and select the most suitable platforms. If you sell various products on Amazon, you likely have different target audiences. Dive into some research to understand who would use the products you’re selling, then find out which social media platforms they use the most.

Once you’ve researched your audience, post content on your chosen platforms. The content must be engaging enough to generate interest in what you’re selling. For instance, you could post videos demonstrating your products in action. 

Content like this builds trust and credibility with potential customers, encouraging them to follow your page and discover more of what you offer. Once you start receiving engagement from your audience, actively engage back. You create a deeper connection by making them feel like a special part of your brand.

Tell Your Brand’s Story

Every brand has a story, and sharing yours can set you apart in a crowded marketplace like Amazon. Your brand’s story should go beyond the products you sell. Instead, it should touch on the journey, the values you uphold and the promise you make to your customers.

Begin by reflecting on why you started your business. Was it to fulfill a need, pursue a passion or address a specific issue? Highlight these reasons in your narrative. Incorporate elements like the challenges faced, milestones achieved or the inspiration behind your product line.

A compelling story gives customers a deeper connection to your brand, instilling trust and loyalty. Ensure you present the narrative consistently across your Amazon storefront and product descriptions to avoid confusion and humanize your brand.

Manage Your Inventory Carefully

Inventory management ensures a balanced stock level, so you’ll always be ready to meet customer demand. The first step to mastering this is implementing an efficient tracking system. Whether you’re using Amazon’s tools or external software, regularly monitor product sales and forecast demand. The data from these tools lets you anticipate stock needs and reorder on time.

Next, it’s essential to maintain a safe stock level. This is a small surplus to protect against sudden spikes in demand or supply chain disruptions. By having some extra inventory, you’ll always be prepared for whatever comes next.

FAQs About Amazon Storefronts

Below are some of the most frequently asked questions about launching an Amazon storefront. 

What Are the Requirements to Have an Amazon Storefront?

To have an Amazon storefront, sellers must enroll in the Amazon Brand Registry, which confirms their brand’s trademark authenticity. They should also have a professional seller account with Amazon. 

Additionally, the storefront is available exclusively to brand owners. Therefore, your brand must have an active registered trademark from the Intellectual Property Office. Once registered, sellers can design and customize their storefronts using Amazon’s templates. That way, they can best showcase their products and brand story.

Is It Free to Make an Amazon Storefront?

Yes. Creating an Amazon storefront is free for brands registered with the Amazon Brand Registry. While there’s no additional cost to set up the storefront, sellers will still have to consider the usual fees associated with having a professional seller account on Amazon. Currently, this plan costs $39.99 per month. 

Do You Need a Lot of Followers?

No, there is no need for a specific number of followers to have a storefront. As long as you meet the basic criteria, brands can showcase their products regardless of their follower count. The platform was designed to help brands grow their presence on Amazon and enhance the shopping experience for potential customers.

Savvy Sellers Earn a Profit on Amazon

Owning and managing an Amazon storefront is challenging with ample rewards — if you play your cards right. You must make intelligent selling decisions if you hope to achieve six-figure revenue in sales. Is it possible? It absolutely is, which should be an incentive to give Amazon marketplace a chance to fulfill your business goals.

About The Author

Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her exploring the outdoors with her husband and dog in their RV, burning calories at a local Zumba class, or curled up with a good book with her cats Gem and Cali.

You can find more of Eleanor's work at

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