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How to Create Your Own Amazon Store: Seven Simple Steps

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Amazon has many features that make it easier for small and enterprise businesses to sell and ship their products to their customers. 

Consumers can enjoy one to two-day shipping and sellers can customize their pricing and interact with their consumers through follow-up emails. 

However, one of the smartest moves for sellers is to make their own Amazon Store. This article will review how to make an Amazon store to increase your Amazon sales

What is an Amazon Store?

An Amazon store is similar to an ecommerce website but the website is hosted through Amazon. You can sell any of your registered products to your consumers with interruptions from competitors and ads. And, it keeps all your products in one easy-to-find place.

You can make your Amazon Store with multiple pages and videos, show off your products and sales, insert banners, and more.

Amazon Store vs Amazon Storefront

While “Amazon Store” and “Amazon Storefront” are often used interchangeably, “Amazon Store” is the official name for a seller’s ecommerce storefront. 

Pros and Cons of Having an Amazon Store

amazon store


You Have Your Own URL

You get your own URL when you create your Amazon Store. This can make it easier for customers to find you and it’s easier to share all your products on external channels. 

No Competitor Advertising 

Consumers who shop online through regular Amazon search can still see competitors and their products. However, when consumers visit your store, only your products and ads will be available. Competitors won’t show up and sway them away from your product. This helps drive up your sales and attract new consumers too. 

Customize Your Store

There are various ways you can customize your Amazon Store. You can add multiple pages with subcategories, promote products with videos and CTAs, and create a unique and consistent brand voice throughout the store. 


No Changes to Your Ranking 

While this isn’t necessarily a con, it’s important to know that search results are SEO driven and rely heavily on your product listings–not your storefront. The store’s goal is to have consumers shop without interruption and see all you have to offer. 

If you want to improve your rankings on Amazon, take advantage of various marketing techniques. 

Communication Limitations

You won’t be able to communicate with your customers through your Amazon Store like you would selling your products through regular Amazon listings. Instead of having them leave reviews or being able to answer any they may have about your products, the store is strictly there to help you sell better and advertise all your products. 

7 Steps to Making an Amazon Store

shops in amazon store

1. Join the Amazon Brand Registry Program

To create your own store, you must be enrolled in the Brand Registry. 

Amazon Brand Registry is a program offered by Amazon that helps make your brand more professional, and you get more perks than sellers that aren’t registered. 

Enrolling in the Brand Registry requires you to trademark your product, which can take up to two weeks if you get a trademark approved through amazon. 

2. Create Your Store

Go to your Amazon Seller Central account and click on the “Stores” tab. Underneath that, there will be another tab that says, “Manage Stores,” and then press “Create Store.”

3. Add Your Brand Name and Logo

You can’t have a website without a brand and a clear, unpixelated logo. When creating your store, ensure you include your brand name and logo on all your products. This is how your consumer will recognize you when they visit your storefront.

4. Choose & Customize an Amazon Store Design

You want your storefront to reflect your brand and inform consumers about what you do and sell. There are four templates you can choose from with various customization opportunities.  

  • Product Highlight: This format can show off your main flagship product or make that the focal point of your Store. 
  • Blank: You can build any storefront page from scratch with this template. 
  • Marquee: This helps you talk about your brand and tell your story to your consumers. 
  • Product Grid: You can show all your products in your catalog on one or multiple pages. 

5. Add Your Products & Pages

You can add new pages by clicking on the “Add Page” box on the right. Once you’ve added the number of pages you want you can add exactly where you want your products to be on each page. 

The navigation bar will activate when you have more than one page to help make it easier for your consumers to navigate your storefront. You can add drop-downs for subcategories and as many titles as you need.

Note that all videos and images must be in high resolution and cannot be pixelated, stretched, or distorted. Any videos on your Storefront cannot be more than five minutes long and must be relevant to your products.

6. Publish Your Amazon Store

It’s time to publish! First, use the preview feature after you’ve finished creating your Store to see what it will look like to your consumer. This makes it easy to go back and fix any mistake you’ve made or to add any advertisements, links, or products. 

Then, simply click on “Submit For Publishing.” Your storefront will then go under a manual review that will last about 72 hours. 

Amazon uses the manual review to ensure that there aren’t any trademark issues or discriminatory content that promote the following

  • Violence against humans or animals
  • Vandalism
  • Discrimination against anyone because of their race, religion, orientation, disability, or age
  • Encourages smoking
  • Drug use or showing anyone using drugs
  • Any content that manipulates sensitive events such as natural disasters, historical events, or death
  • Advocates for any politician or elections
  • Spreading false information
  • Defaming a person, company, or movement
  • Use of profanity in any of their content
  • Using content to promote religious beliefs to consumers
  • Posting someone without their consent or invading their privacy
  • Promoting time-sensitive promotions
  • Include shipping and delivery claims
  • Using another company to promote their product
  • Inappropriate depictions of minors
  • Excessive typos, unedited grammar, and missing words 

7. Review Amazon Store Analytics

store analytic

Reviewing your Amazon Store Analytics is key to improving your consumers’ overall experience when they visit your Store. You can gain a better understanding of consumers and the purchases that they make. 

Go to the Brands section in the navigation bar, where you can view the following: 

  • Search Query Performance: The SQP can show you how well you perform using data from your consumers’ search behavior. You can also view your metrics for click-through rates, search query volume, brand shares, cart add rate, and purchase rates. 
  • Market Basket Analysis: This can help you cross-sell your products because it focuses on what products your consumers purchase together. 
  • Repeat Purchase Behavior: You can use this data to create a strategy that will help attract new consumers and keep them coming back to buy your product. 
  • Search Catalog Performance: Provides insight into how your consumers engage with your brand while shopping on Amazon. You can see your click-through, add-to-cart, impressions, and purchase rates. 
  • Demographics: See exactly who is buying your product organized by age, race, education, income, marital status, and gender. 

Amazon Storefront Requirement Questions

amazon storefront question

How much is an Amazon Store?

Making an Amazon Store is free. However, you will have to pay for a professional seller account, which is $39.99 a month. 

Can anyone create an Amazon Store?

Any seller, company, or agency with a professional seller account registered with the Brand Registry can make an Amazon Store. You must be registered with your active trademark to create a storefront. 

For social media influencers, this is a great way to reach a wider audience and monetize their following. To gain visibility, share links to your storefront on social media networks and use influencer marketing techniques such as influencer collaborations, giveaways, and reviews.

Do you need followers for an Amazon Store? 

You don’t necessarily need followers to create a storefront. While social media followers can drive more buyers, it’s not required. 

Drive Traffic to Your Amazon Store

An Amazon Store is a great way to promote your products and brand. But it’s important to optimize all your individual product listings to drive traffic to your store. How? 

  1. Create content that’s interesting and engaging to your target audience. This can include blog posts, videos, guides, or any other content that is relevant to your products.
  2. Create an effective promotional strategy using social media platforms, email campaigns, and other marketing tactics to get the word out about your storefront.
  3. Optimize your product pages for SEO by including relevant keywords and phrases in the title, description, and images.

However, listing optimization is more than just including keywords. The Amazon seller tool uses machine learning technologies to maximize ranking and sales conversion of product listings. With, you get access to: 

  • Listing scoring: Get optimization checklists that provide insights on the main aspects of your listing: product title, product description, images, review count, etc.
  • Keyword search integrated with listing optimization: Maximize organic traffic to your listing by finding the most important keywords to include. 
  • Listing optimization: Use our AI-driven listing optimization to improve your listing title, bullets, and generic keywords. The AI can generate these elements for you, making optimization quick and easy. 
  • Competitive analysis: Automatically identify your direct and indirect competitors and track their BSR, prices, ranking, and listing optimization score – all in real time. 
  • Review analysis: Our AI analyzes key tags and the emotional tone of key tags to break down what customers really think about your (and your competitors’) products. You can see where customers are having issues with your product and make the necessary changes. And, you gain insights on why customers love (or don’t love) a competitor’s product, and how to adjust yours accordingly.
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