Being one of the most renowned ecommerce retailers with massive sellers and customer base at its marketplace, Amazon is indeed the best place to highlight your unique value proposition. Yes, of course, you can become a seller anytime there, but learning how to create an Amazon Store and set up your products there helps you to take your business to the next level.
Through Amazon Stores, customers can unveil and learn about
more brands as well as their product selections. A “Store” enables a brand to
create a dedicated & rich shopping experience and increases engagement.
A brand can
enhance its customer experience by enhancing its business-related metrics like
traffic, sales, and engagement over time.
exactly is Amazon Store and how can it help you increase sales?
is one of the key features for brands to drive sales and increase shopper
Amazon Stores is the new
DIY (Do-It-Yourself) solution, which allows sellers & vendors to set up
their own brand stores on Amazon.com. The feature is exclusively designed to
provide customers with an immersive and rich virtual shopping experience.
it is a free self-service product, which enables a brand owner to create and design
multi-page stores in order to highlight their products, value proposition, and
brands on Amazon.
Note: Setting up an Amazon Store is easy, completely self-service, and absolutely FREE for any Amazon seller or vendor who is a Brand Owner.
Who Can Create An Amazon Store?
To set up an Amazon Store, you should have enrolled in
the Amazon Brand Registry
program. It is free and available for:
Note that you don’t have to advertise on Amazon in
order to create a store.
Why Should You Create An Amazon
The main purpose of creating an Amazon Store is to
drive shopper engagement. Since it is a created destination for buyers to learn
about different brands and shop different products in one place, it makes it
ideal as all as convenient for them to shop.
A “Store” provides excellent brand-centric shopping
experience on both Mobile and Desktop platforms.
Amazon Store elevates the experience of shoppers by:
Giving an enhanced mobile experience.
Capitalizing on both internal and external
sources of traffic.
Boosting organic rankings on Amazon SERPs
(Search Engine Page Results) and thereby, increasing the sales volume.
Providing an opportunity to popularize your
brand to newer audiences.
Promoting your products to all the preexisting
Amazon Stores is a perfect way to build customizable
pages by showcasing a small or single group of items. You can include a
slideshow containing photos, texts, videos, and other types of content. This
makes it great for new product launches.
Why Are The Key Features Of Amazon
Design: With Stores,
you can pick your design from a wide range of templates with different store
layouts as well as customizable features just to ensure that your brand looks
its “best” to the shoppers.
Curation: You can feature or highlight a handpicked/dynamic collection
of products with optional and impressive multimedia content to improve the
shopping experience of your customers.
Promotions: You are
free to use its inbuilt social features such as social sharing buttons, connected
with various promotional extensions like Headline Search Ads. This drives store awareness &
Amazon Stores lets you create multiple pages (3 levels maximum) for showcasing
your brand as well as products. You can customize the shopping experience depending
on what your business needs.
Builder: With Stores, you get a simple and intuitive builder,
which inspires you to set up as engaging as it can be. The templates are simple
and easy to use. They are available for free and can be simplified to create an
Media: It helps in elevating the shopping experience by
including rich media & content like images and text. A vendor can create his
or her Amazon Store just by logging in to his or her Amazon
Marketing Service account and select the Stores tab.
coding required: Since it has a set of templates to choose from,
you don’t have to know coding or programming to create one. You can use text,
images, and videos to promote your brand and items for free on Amazon without
writing a line of code.
How Do Stores Work?
Amazon Stores work is not a rocket science. It is simple and easily
1. Showcase your products and brand story.
help shoppers to locate your product portfolio and its related items on Amazon
Here is a
good example of it:
2. Design your brand store the way you want. No
coding skills required.
help of pre-designed templates or drag-and-drop tiles, you can create a fully customized,
enriched, and multi-page store, without coding skills.
3. Get your own web address on amazon.com.
drive shoppers to visit your Amazon Store via ads and other marketing
activities outside Amazon by using an easy-to-remember and unique Amazon URL.
4. Utilize Store Insights for optimizing your
Insights give you a clear understanding of your Amazon Store’s
traffic sources and sales. When you have these metrics, you will know how to
perform better and excel in it.
How Do Amazon Stores Look Like?
Amazon Store has
multiple pages and every page comprises a header & footer surrounded by
different content tiles.
shown below is an example of how your products can look like on Amazon Store.
Amazon Store can have up to 3 levels with various pages at every level.
When you drive traffic to any new storefront page through Headline Search Ads, you can easily send shoppers to your home tab
or to any other category directly. Every page includes a unique link or URL.
Amazon Store enables you to select from 3 different
templates (which are default tiles):
Manager involves 4 sections:
Manager: Allows you to select, move, create, and delete the pages
from Amazon Store.
Manager: Allows you to add, move, edit, and delete the tiles
from Amazon Store.
Window: Shows how your current page looks like when it is
Bar: Gives the Amazon Store’s current moderation status
and shows the error messages.
How To Create An Amazon Store?
Creating an Amazon Storefront is not a simple and
straightforward task but also free, given that you are have enrolled with the Amazon Brand Registry program.
Here is the step-by-step by process to set up an
Step 1: Create
a professional seller account
Everything begins by signing up for a professional
seller account. Once you give your basic details like name, password, email address, payment information, and business contact details, Amazon allows
you to pick the web store items and buy your online store.
To ensure that you are a real or legitimate business,
Amazon will verify by calling you on the business contact number that you have provided.
Therefore, always double check if you have typed everything correctly.
Amazon is selective when it comes to the approval
process and letting you sell on its marketplace. It has strict documentation and
verification requirements. This protects the sellers and the customers by removing
counterfeiters as well as sellers who try to manipulate organic rankings with several
Registry tools aren’t accessible to resellers.
So, once you register your brand, you can create
enhanced content for every product page like lifestyle images, brand messaging,
and many other assets.
Remember that only a registered brand can control all
its product pages. The Brand Services of Amazon will help eliminate counterfeit
sellers / sellers who disobey with your brand’s trademark.
Though a tool like Brand Analytics provides detailed
insights and metrics on Amazon’s shoppers, one of the primary benefits of Brand
Registry is its ability to create a branded storefront.
In order to apply for the ABR program, you need to
provide these details:
Your brand name, as registered with the United
States Patent & Trademark Office
Your brand’s serial number (USPTO registered)
List of countries where your products are
manufactured as well as distributed
Your brand name’s image on your product
Your product label image
Your product image(s)
Step 3: Create
your store’s homepage with an appropriate template
Once your brand is registered with ABR (Amazon Brand
Registry), login to your Seller Central account or from Ad Console, go to Stores > Manage Stores.
Once you do this, you will be shown a list of your
brands that qualify for a Store creation.
Choose from the list and follow the additional steps
that Amazon prompts you to do. This mainly includes designing your homepage by
choosing a template.
Amazon will show you four different themes to choose
from. Pick the right one based on your business needs.
Step 4: Build
your store pages
After you establish your store’s homepage, it is time
to create additional pages depending on your best-selling products, catalog
categories, deals, discounts, and more.
You should build your store pages much similar to the
one if you had your own ecommerce website.
Pay attention to even the tiniest detail while
building the page. Ensure that the navigation is easy enough for shoppers to
find exactly what they are looking for without much effort. Convenience
shopping experience is the key here. So, make sure that your pages are designed
Step 5: Add
the content tiles to every page
Once you have established a proper hierarchy of your pages
(keep in mind that they should be customer-friendly with easy navigation), the
next step is to add content tiles to every page.
tiles are basically the content that a customer can interact with on every
page of your store. These include:
Product grids (example: best sellers)
Step 7: Upload
Once you have the design layout of various pages
ready, it is time to add your products. In each store, there is a product
inventory, a wide collection of items for buyers to pick from.
So, your store is no exception. You will also have to
stock your store with items that you want to sell.
However, unlike other stores, the perk over here is
that you can upload your entire product inventory in one go.
You just have to assign ASINs (Amazon Standard Identification
Number) or UPC codes to every product. Then, it is only a matter of copy and
Amazon makes this task simple and straightforward because
you can easily search the ASINs that you are selling on their Marketplace already.
Step 8: Submit
your created store pages for review and then, publish
After you have designed all your pages properly, you
do a quick review of it so that there aren’t mistakes. Click on the Store
Preview option to check how your designed page is like.
Branding or image inconsistencies
Issues with navigation, product images, and
Now, submit the created pages to Amazon so that they
can you see through “Amazon’s Store Insights”?
Insights offers clear metrics related to your products, which
visitors: This is the total number of unique devices or users who
viewed your store page(s) in a day.
is the number of views that a page received during a specific time period. However,
this also includes repeated views.
or Visitor: This is the number of unique pages (on average)
viewed by a visitor on a daily basis.
is the total estimated sales that your products received from the visitors
within 14 days of their last visit.
sold: This is the total estimated units that store visitors
bought within 14 days of their last visit.
brand analytics tool from your
Store’s main page.
Apart from the metrics mentioned above, there are 4
other sources of traffic that Amazon also measures, which include:
Traffic: This refers to the traffic that you get within Amazon
such as the brand’s detailed page links or search results (by ranking on page #1 of Amazon
from Headline Search Ads: This is the traffic that your
store pages receive through headline ads.
Sources: This is the traffic that is tracked via custom source
tags. You can create your own source tags for multiple traffic channels.
Other sources of traffic that aren’t categorized.
1. Use Brand
Analytics tool to measure your sale performance
Once you have published your branded storefront, you can start using Brand Analytics tool to
measure your performances.
Many resellers & brands tend to buy third-party
tools in order to gain insights into Amazon’s conversions, sales, search terms,
and other different metrics.
But the problem with those tools is that besides
paying so much, they fail to give you the exact data. They are rather “estimates,”
and not actual data.
On the other hand, Brand Analytics is a tool from
Amazon, which is exclusively designed to provide real data to all registered
brands. It shows information on:
Also, you can see the metrics of the top performing
keywords along with the top 3 items, which have converted to sales for every
search term. Now, this is an important piece of information, which no
third-party tool will be able to give.
It enables brands to know the exact keywords that
customers are searching for and which can convert into more sales.
Brands can leverage this information to optimize their
product pages as well as build better and creative ads.
Besides this, Brand Analytics provides data for product
comparisons. It also shows the items that potential buyers compared them to
yours, and further shows if a compared product made a conversion.
This is brilliant information to build targeted ads
and analyze your competitor’s ads. Undeniably, customer demographics (gender,
income, age, education level, etc.) is one of the most vital data because it
gives a 360° view of your product’s performance.
These details help brands to comprehend their
customers better, which is important for targeting ads both on & off Amazon.
Amazon Ads to increase your product sales
your products and reflect your brand’s story
It is important to follow a few best practices to
educate, help, and inspire potential shoppers to locate your brand as well as
When it comes to your Store’s messaging, visual identity, and tone – be consistent.
Use engaging and rich content to highlight brand differentiators.
Make sure that your Store’s navigation can be easily explored and discovered.
If you’re stuck, in this video you’ll learn 6 Strategies to Build your Brand on Amazon:
How To Get The Most Out Of An Amazon
These are a
few tips that are important to make the most out of Amazon Stores:
your store’s space
no individuals are the same, no two stores can be the same— so, design yours creatively
and make sure that the layout you design suits your brand.
Once you have set up your branded storefront,
it is time to share it with your customers through a unique store URL (which
Note that Amazon’s Store Builder tool helps
brand owners to build their stores in a few minutes and get them live in 72
designing, make sure that the design is simple and has easy navigation.
Use various templates for product categories, featured
products such as new releases or top sellers, and sub-brands. Include impressive
multimedia content to add colors to your brand.
offers you 3 preset templates to choose from. So, pick wisely and customize
This design template is a great way to showcase your
product collection in a grid format.
This is more like a curated item display with some
extra space for imagery and text such as customer quotes and product
This design template type is great for brands who want
that flexibility for creating a content-rich experience. It not only enables
brands to feature their wide range of collection but also provides a good
amount of space to feed the product information along with visual content.
proper shopping experience for the customers
One of the best things about Amazon Stores is that brands
can handpick their product listings or
utilize dynamic widgets in order to auto-populate various product displays depending
on the shopper insights (individual) like:
Note that these widgets update your store’s pages automatically
whenever you add a new listing.
your store pages both on & off Amazon
Come up with an effective marketing strategy so
that you can boost engagement and brand awareness for your store.
you can do:
Leverage Headline Search Ads (noticeable ad placements that appear above the search results) to promote your store products to a qualified audience.
Include a unique store link on all your marketing activities – both on & off Amazon.
Make sure to link your branded storeon the product’s detail pages.
Share your store’s link on all your social media channels.
Use inbuilt reporting tools to optimize and measure your store performance for a higher number of views.
Other FAQs (Frequently Asked
Here are a
few other important questions related to “stores” to make a note of:
1. Is creating an Amazon Store free?
Yes. Creating an Amazon store is free and does
not require programming skills. It is a great way to display your brand as
well as products. You can easily create a customized layout in minutes with rich
multimedia content with the help of predesigned templates and drag & drop
2. Where does a store appear?
Stores show up on the Amazon website, Amazon mobile app, and desktop.
3. Who can
create a store?
The option of Amazon Store is available only to brand owners, agencies, and vendors, who are registered with ABR (Amazon
Brand Registry) program and who sell their products on Amazon.
Amazon DSP sellers
can also build a Store. However, they should have an advertising account apart
from their DSP account.
4. How to
enroll my brand?
To create an Amazon Store, you must have an active & registered trademark, which should be submitted
as well as approved by Amazon. To enroll your brand, look at the page on Amazon Brand Registry.
sellers should enroll in Amazon Brand Registry program—vendors don’t have to
5. How to
measure my store’s performance?
insights give you a detailed information about your store’s daily &
aggregate views. However, you can always use Brand Analytics tool to see complete data.
6. How long does
it take to create an Amazon Store?
Note that the time to build your Store depends entirely
Your business requirements
What you want to create
How you want to showcase your collection
Amazon provides different preset design templates &
tiles to make things easier. Creating them is quick and doesn’t require you to
write any code.
Once you have all things set up and ready to publish
it, you will have to submit it to Amazon for a review and approval process.
Amazon reviews your created Store before you can Go
Live. They do this to ensure to maintain high standards and ensure that
customer experiences convenience while shopping.
process takes a maximum of 72 hours. During this process, your store can be
approved or rejected.
Yes. The Stores widgets and templates are built with a responsive design, meaning that they can adapt to any device type and screen size.
With the help of Stores, customers on Amazon can unveil and learn about different brands and their wide range of products. Stores allow brands to have a dedicated and rich shopping experience that engages customers. With metrics about traffic, sales, and engagement levels, brands can progress their growth over time.
Arishekar N has over five years web development experience and is the senior digital marketing strategies at SellerApp, Specialist in SEO, SEM and best conversion rate optimisation strategies that deliver industry leading ROI. Arishekar has helped companies through more effective search engine marketing and SEO strategies. He is most passionate about working with e-commerce companies.