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How to Create an Amazon Store in 2023: A Step-by-Step Guide

Get your Amazon storefront ready to go with our helpful, step-by-step guide to walk you through the process.

How to Create an Amazon Store in 2023: A Step-by-Step Guide
Julia Grant

March 24, 2022

Amazon is becoming less of a website and more of a search engine, and now has ways for brands to represent themselves incredibly well on the platform through Amazon storefronts. 

Importance of Professional Storefront Design on Amazon

Amazon Storefronts are critical for Amazon sellers that are serious about their success. 

These designs are only available for brand registered sellers, and help you to:

  • Rise above the competition
  • Build trust with your customers
  • Increase conversions
  • Direct external traffic 
  • Promote collections or seasonal items
  • Showcase new or discounted items
  • Protect your brand 
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Essentially, these Amazon stores help you build a mini version of your website right on Amazon’s marketplace. If you want to see your business grow, brand owners like you should invest in this option to clearly showcase your brand identity online and establish your brand as an authority in whatever niche you’re selling to.

GIF of a woman emphatically saying "I'm the boss."
Source: Giphy

What is The Layout of An Amazon Storefront Design? 

Every Amazon storefront includes a series of tabs (think sub-pages) that all include a combination of photos, videos, graphics, optimized copy, and interactive features.

Let’s look at an example of a well-executed storefront.

An example of a successful Amazon storefront by the brand Full Moon.
Source: Amazon

Notice the elements included within this successful storefront for this brand store. 

  1. Navigation Tabs

The navigation menu includes several well-organized tabs that all lead to sub-pages for this branded store. Ideally, each subpage should be designed with the same effort and integrity as the main storefront for consistency. These tabs help direct your customers to exactly the right products for them. You may want tabs with your primary categories or best selling products, but you might also consider including tabs for:

  • Seasonal items
  • New and upcoming releases
  • Bestsellers
  • Sales

  1. Consistent Branding

Everything about this page is consistent with the company’s branding. From the colors of the graphics to the mood of the photos/videos, brand logo, brand story, nothing looks out of place. This should be true of your Amazon store as well. Don’t simply put photos in for the sake of photos - be consistent with your brand identity.

GIF of a woman shaking her hand in front of her face while making an irritated facial expression with the caption "consistency."
Source: Giphy

  1. Lifestyle Photos

This company knows its niche and reaches them well with lifestyle photos that are sure to tug the heart of any dog owner. You should choose lifestyle photos for your brand that do the same for your niche. Notice the high quality of these photos and how the color scheme and lighting of the photos match the branding. Mirror this for your storefront as well.

An example of a lifestyle photo by EcomHub.

  1. Engaging, Relevant Video

A great professional seller account storefront will feature a relevant, informational video as well. Users are far more likely to watch a short video on your page then they are to scroll through and read all the information you’ve presented for them. 

  1. Simple, Optimized Copy

The Amazon storefront should not be copy-heavy, but it does help to advertise 2-3 of your unique selling points with clear, optimized copy. Use clear headers and concise copy for the best results.

GIF of a man in a red t-shirt in front of a wood paneled background taking his hands from in front of his chest outward while saying "easy."
Source: Giphy

  1. Highlighted Collections

Your storefront should direct all traffic seamlessly. This can happen through the navigation panel, but it also helps to include image-driven, clickable collections early on in the storefront. This doesn’t have to be complicated. A simple quality photo and category title will do (make sure the links are functional!). 

  1. Featured Products

It’s a good idea to include easy, add-to-cart products directly on your storefront. In general, the fewer clicks necessary for a customer, the more likely they are to buy from you. You may have some committed shoppers who immediately visit the portion of your store that they are interested in, but keeping some featured products somewhere on your storefront ensures that even the laziest of shoppers can easily buy your products right from the landing page.

  1. Connection Points

You are allowed to include social media tags on your storefront, though you cannot direct traffic to your actual website. Include these connection points on the bottom of your page to build your customer community and continue to connect with shoppers in the future. An important part of connecting with your customers also includes a prominent “follow” button at the top of your navigation panel.

Image of phone with social media icons for Facebook, Messenger, Instagram, WhatsApp, TikTok, and Twitter.
Source: Unsplash

Tips For A Great Storefront

If you follow the general format and layout above, you should be well on your way to increasing your conversions. There are a few more things to consider, however, when designing your storefront.

  • Make it mobile friendly. Everything you do should be mobile friendly by now. Period.
  • Stay seasonally relevant. Consider revamping your storefront during major seasonal events. Don’t do this for every holiday, but rather for seasons. Fall and the holiday season are two that you don’t want to miss.
  • Use external marketing. This storefront serves as a great landing page to direct traffic coming from external sources (like Facebook, Instagram, TikTok, and email campaigns). You can use this storefront as an effective way to reach your audiences in these spaces.
  • Track your traffic. By using a service like Google Analytics and shortening your link with a service like Bitly, you can track where the traffic for your storefront is coming from, how long people stay on your site, what they are clicking on, and more. These store insights are priceless when it comes to your marketing strategy.
Example of a storefront design by EcomHub.

How To “Install” Your Storefront

Setting up your storefront can be done in a few simple steps.

  1. Log in to Seller Central

  1. Go to the store manager. This can be found by clicking “Stores” in the primary nav panel and clicking “manage stores.”
Where to find the store manager within Seller Central.

  1. Choose your brand. You will see any registered brands that are eligible for an Amazon storefront in the Amazon brand registry program. If you have already started, you will see the option to edit your store. You will click “create store” when you create an Amazon storefront.
How to create a store within the store manager.

  1. Fill in Your Store. From here, Amazon will guide you through the process. Add in your brand name, logo, and choose the layout you would like in your brand display. You’ll upload your pictures, videos, add in your text, and create your subpages easily while the builder walks you through.  

The hardest part of your storefront design is not uploading it to Amazon - rather it is creating the consistently branded modules to begin with. This involves professional photography, videography, graphic design, and more. 

The good news is there are options to get help creating these elements from trusted third parties. EcomHub will actually make your storefront for you and install it, so you don’t have to worry about anything! If this is something that you feel would benefit your business, please reach out and let us know how we can improve your customer experience with an amazing storefront.

Example of a storefront design by EcomHub.


Amazon storefronts are becoming a necessary addition to your digital marketing wheelhouse. They give your customers a simple landing page to find what they need quickly and engage with your brand and online store meaningfully. Follow this guide to get the storefront you need ready to go. If you need help creating your storefront, check out our Amazon Storefront Design service for all the help you need.

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How to Create an Amazon Store in 2023: A Step-by-Step Guide

Julia Grant

Julia Grant is a copywriter specializing in e-commerce and small business, helping businesses expand their reach with copy that clearly communicates their message and converts. She is a certified translator and interpreter and prides herself on providing culturally relevant content in both English and Spanish.

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