“Amazon storefront” means two different things, and it’s worth knowing which one you want before you start.
- A Brand Store is a free, multi-page shop on Amazon for a brand’s own products, with its own URL. This is what brand owners mean, and it’s what this guide covers.
- An influencer storefront is an Amazon Associates page where creators recommend products from many brands and earn commission. If that’s what you’re after, Amazon’s Influencer Program is the place to start.
If you sell your own brand on Amazon, a Brand Store is one of the few places on Amazon you fully control: no competitor ads, your layout, your story. Here’s how to build one in 2026, step by step.
What You Need Before You Start
- Amazon Brand Registry. You need an active or pending trademark from an approved trademark office, and your brand name has to appear permanently on the product or packaging. Stickers and mockups are rejected. Our Brand Registry explainer covers enrollment.
- A Professional selling plan if you’re a seller.
- An Amazon Ads account. You have to register, but you don’t have to spend anything. Amazon says you do not need to advertise to create a Brand Store.
Creating and keeping a Brand Store is free. Sellers build it in Seller Central under Stores > Manage Stores. Vendors and agencies build it in the Amazon Ads console under Stores.
How to Create Your Brand Store, Step by Step
- Open the Store builder and choose Create Store.
- Add your brand display name, logo and a meta description. The meta description is what search engines can show, so write it like a one-line pitch.
- Pick a template for your home page: Marquee, Product highlight, Product collection or Blank.
- Add pages. Each page needs a navigation title, a meta description and a template. A common structure is one page per product category, plus a best-sellers page.
- Add sections and tiles with the tile manager: images, video, product grids, shoppable images and text.
- Preview on mobile and desktop. Many shoppers will see your Store on a phone, so check the mobile view first.
- Submit for publishing, or schedule a launch date.
Store Building Blocks and Image Specs
| Element | Amazon’s spec |
|---|---|
| Logo | 400 x 400 px |
| Hero image | At least 3,000 x 600 px; up to 30% may be cropped on some screens |
| Image tiles | Large 1,500 x 1,500, medium 1,500 x 750, small 750 x 750 |
| Image file size | 5 MB maximum |
| Background video | MP4 (H.264), 2 to 20 seconds, at least 1,280 x 640 |
| Per page | Up to 20 sections, 1 product grid, 1 gallery of up to 8 images, up to 4 background video tiles |
Keep the hero image’s key content away from the edges, since up to 30% can be cropped. Design every tile as if it will be seen on a phone first.
Using Amazon’s AI Store Builder, and Where a Designer Still Matters
Amazon now lets you “pick a preset prompt or create your own, and let AI create layouts, generate text, and add relevant products” when you add a page. It’s a fast way to get a first draft of a new page or a seasonal version.
What AI can’t do is decide what your Store is for. The strongest Stores have a clear job: introduce the brand, route shoppers to the right product line, and answer the questions that stop people from buying. That takes brand photography, a navigation plan and copy that sounds like you. Our Brand Store design team builds Stores around that job, and the same thinking goes into Premium A+ content on your product pages.
Review, Publishing and Your Store URL
Amazon reviews every Store before it goes live. Amazon’s selling blog says review “usually takes under 24 hours”, but the Store builder help warns it can take several days, and your draft is locked while it’s under review. Don’t plan a Store launch for the same day as a product launch or a sale.
Your Store gets a long URL at launch. For a short one like amazon.com/yourbrand, Amazon’s Ads guide says to ask Seller Central or Vendor Central support.
Measuring Your Store With Store Insights
Store insights shows visitors, visits, views, orders, units and sales. A few details make the numbers easier to read:
- Sales are estimated from visitors who bought within 14 days of their last Store visit.
- Traffic sources fall into four buckets: Sponsored Brands, Amazon organic (for example, the brand link under a product title), your tags and other.
- Source tags let you track traffic you send from email, social media or your website. Use a different tag for each channel.
- A Store quality rating compares your Store with similar brands and suggests improvements.
How to Get Traffic to Your Store
- Sponsored Brands to Store. Amazon reports that Sponsored Brands ads landing on a Store get twice the dwell time, 55% more product page views and 15% more sales. Sponsored Brands video linked to a Store converts 23% better than video that lands on a product page.
- Store Spotlight. This Sponsored Brands format shows up to three Store pages in one ad. It needs at least three sub-pages, each with a unique product.
- Tagged links from outside Amazon, so you can see what your email and social traffic actually does.
- The Follow button. US shoppers can follow your brand from the Store, and follower counts appear in Store insights.
Our Amazon PPC team builds Sponsored Brands campaigns around the Store’s pages, so each ad lands on the page that matches the search.
Keep Your Store Fresh
Amazon found that Stores updated within the past 90 days get 11% more repeat visitors and 13% higher attributed sales per visitor. A quarterly refresh is a sensible minimum: new products, seasonal imagery and updated best-sellers.
One thing to drop from your plan is Amazon Posts. Amazon stopped new Posts in June 2025 and shut the service down at the end of July 2025. Some older guides, including one of Amazon’s own, still mention them.
For more on why Stores are one of the most underused Brand Registry tools, see our look at Amazon Stores in 2026.
Amazon Storefront Questions, Answered
Does an Amazon Brand Store Cost Anything?
No. Building and keeping a Brand Store is free. Sellers need a Professional plan and an Ads account, but you don’t have to advertise.
Can I Create a Store Without Brand Registry?
Sellers can’t. You need Brand Registry with a registered or pending trademark. Vendors and agencies build Stores through the Ads console.
How Long Does Store Review Take?
Amazon says usually under 24 hours, but its builder help warns it can take several days.
How Do I Get amazon.com/mybrand?
Stores launch with a long URL. Ask Seller Central or Vendor Central support for a short one.
Is an Influencer Storefront the Same Thing?
No. An influencer storefront is an Amazon Associates page that earns commission on other brands’ products. A Brand Store shows only your own brand.
A Brand Store is free to build and hard to build well. If yours hasn’t been touched in months, or you’re launching one for the first time, book a free Amazon audit and we’ll review it alongside your listings and ads.
Sources: Amazon Ads, “Stores” product page, Stores ad specs, “Stores best practices” and “How to optimize your Store” guides, and Sponsored Brands guide; Amazon Stores builder help (review and publishing, Store insights metrics and sources); Amazon selling blog, “Amazon storefront” (March 6, 2026) and Brand Registry requirements (August 8, 2025); Amazon Ads, Brand Follow announcement (October 26, 2021); ppc.land coverage of the Amazon Posts shutdown (2025). Amazon’s performance figures are Amazon’s own data. Features change, so check the Store builder for the current options.
