How to design an Amazon storefront that converts: 10 steps (2026)

Here is how to design an Amazon storefront: enroll in Brand Registry, open the Stores builder, pick a template, build a homepage with a 3,000 x 600 px hero image and category tiles, then preview on mobile and submit for moderation. Amazon Ads says moderation can take up to 24 hours. After launch, drive traffic with Sponsored Brands and update the Store at least every 90 days.

We manage over $100M in annual client revenue across 50+ active brands, and we design Brand Store pages in-house for our Amazon clients. This guide covers Brand Registry, the 10 build steps, image specs, Store Insights metrics and keeping your Store consistent with your listings.

TL;DR

• The build takes 10 steps. Enroll in Brand Registry, pick a template, add a 3,000 x 600 px hero, preview on mobile, submit for moderation.

• Store visitors buy more often. Brand Store visitors purchase 53.9% more frequently than non-visitors, according to Amazon Ads (2024).

• Hero images start at 3,000 x 600 px. The Amazon Ads specs set the brand logo minimum at 400 x 400 px.

• Moderation takes up to 24 hours. Amazon reviews every Store before it goes live, so build that day into your launch plan.

• Update the Store every 90 days. Stores updated within 90 days had 13% higher attributed sales per visitor, according to Amazon Ads (2022 data).

How to design an Amazon storefront, step by step

An Amazon storefront is your brand's own multipage shopping destination on Amazon. According to Amazon Ads' internal data from 2024, Brand Store visitors purchase 53.9% more frequently than non-visitors, with a 71.3% higher average order value. That compares visitors vs. non-visitors, so it doesn't prove the Store caused the difference.

Whether you build it in-house or with professional Amazon marketing services, the fundamentals stay the same.

Follow these 10 steps in order.

What do you need before you create an Amazon storefront?

Before you can start building your Storefront, you need 2 essential requirements in place. Amazon Brand Registry enrollment is mandatory for sellers.

Amazon's Brand Registry page says you need a pending or registered trademark for your brand name or logo. Whether a pending application qualifies depends on the trademark office. Without Brand Registry, sellers won't have access to the Stores builder at all.

Vendors can also create Stores: Amazon Ads lists Brand Stores as available to sellers enrolled in Brand Registry, vendors and agencies.

Additionally, you need an active Amazon Seller or Vendor account. If you're selling through Amazon already, you're halfway there.

• Pending or registered trademark, depending on the trademark office (sellers)

• Brand Registry approval (sellers)

• Active Seller Central or Vendor Central account

• Products actively listed under your registered brand

Pro tip: Start your trademark application early if you haven't already. Amazon's IP Accelerator connects brands with vetted law firms and lets you enroll in Brand Registry once your application is pending.

Step 1: Access Amazon Stores builder

The Amazon Ads Stores best-practices guide gives this path to the builder.

The Stores builder interface is drag-and-drop friendly, which makes it accessible even if you don't have design experience.

• Sign in to your advertising account

• Go to "Brand Content," then select "Stores"

• Click "Create Brand Store"

Inside the builder, the same Amazon Ads guide says you add videos, images, text and other features with the tile manager on the right-hand side. Think of this as your blank canvas. Everything you build here will become your dedicated brand destination on Amazon.

Step 2: Choose your storefront template

Amazon offers both blank canvas options and pre-designed templates. Your choice here depends on your catalog size, design comfort level, and how quickly you need to launch.

Blank templates give you complete creative control but require more time to build from scratch. Pre-designed templates offer structure and save time, especially if you're managing a large product catalog.

• Preview how each template displays on mobile vs. desktop

• Consider your product count and category structure

• Choose based on your brand aesthetic and customer journey

Example: For a premium skincare catalog like Onsen Secret, a multi 7-figure brand we manage on Amazon, a minimalist template with clean lines and plenty of white space suits 15 to 20 products better than a grid-heavy layout built for large catalogs. Pick the template that puts your brand story first.

Step 3: Design your homepage layout

Your homepage is the first impression customers get when they land on your Storefront. Start by selecting your tile configuration; Amazon offers options from single full-width heroes to multi-tile grids. The key is balancing visual impact with easy navigation.

Focus on featuring your bestsellers and new arrivals above the fold, with clear visual hierarchy guiding visitors deeper into your Storefront.

• Select tile layouts (full width, split, grid, or multi tile)

• Choose appropriate widgets (product grid, shoppable images, video)

• Plan your content hierarchy (hero section → featured products → categories)

• Balance imagery with product showcases

Pro tip: Use the 3-tile layout when you sell distinct product categories. Put your hero brand message in the top full-width tile, then split the next row into 3 clickable category tiles that direct customers to specific collection pages.

"Build the Store around how shoppers already browse your category, not around your internal product list. Then send Sponsored Brands traffic to the category page that matches the search, not to the homepage. A shopper who searched for one thing should land on that thing."

Alex Stoykov, Founder and CEO of Olifant Digital

Step 4: Add compelling brand assets

This is where your brand comes to life. Upload your logo with a transparent background (PNG format) to the designated logo spot. Your hero image should be high resolution (3,000 x 600 px minimum, see the specs table below) and communicate your brand's unique value proposition.

The brand story section lets you tell customers why you exist beyond just selling products. This builds emotional connection and trust.

• Logo placement (top left, typically 400 x 400 pixels minimum)

• Hero image (3,000 x 600 px minimum)

• Brand story copy (2 to 3 paragraphs maximum)

• Supporting lifestyle images that show products in use

The table below lists the Amazon Brand Store image specs from the Amazon Ads Stores creative guidelines, including a 5 MB file size cap.

Design every hero for the crop first: if the headline or product sits outside the center, mobile shoppers may never see it.

Example: Show products in use, such as a cooler at a campsite. The Amazon Ads getting started guide recommends lifestyle imagery that shows customers how your products are meant to be used and enjoyed.

Step 5: Organize product categories

Logical category organization makes or breaks the browsing experience. Think about how your customers actually search for products.

Create subcategory pages that group related items together, making it effortless for shoppers to find exactly what they need. Your navigation menu should be intuitive, with clear labels that match how customers think about your products.

• Create subcategory pages for major product groupings

• Keep navigation shallow and never leave a tile without a destination, which Amazon calls avoiding dead-end experiences

• Label categories with customer-friendly language

• Plan for future product additions

If you sell athletic apparel, break categories down by activity: "Running gear," "Training essentials," "Yoga and recovery." Shoppers navigate by the need they have.

From our accounts: across the accounts we manage, the top 10 search terms bring in 57% of keyword-driven ad sales. Name your Store categories after those terms, so the page a shopper lands on uses the same words they just searched for.

Step 6: Optimize product showcase tiles

Each product tile is a mini advertisement for that specific item. Use high-resolution images with clean backgrounds and consistent lighting. Put tile copy in the "Image with text" tile, because text baked into an image isn't readable by search engines or screen readers.

Your call to action should be clear and action-oriented: "Shop Now," "Explore Collection," "New Arrivals."

• Use at least 1,500 x 1,500 px for large tiles and 750 x 750 px for small tiles

• Consistent image style across all tiles

• Keep tile text short enough to read at a glance on a phone, and check it in the mobile preview

• Action-oriented CTAs that drive clicks

Pro tip: A/B test your product tiles if possible. Sometimes a lifestyle shot outperforms a white background product image, and sometimes it's the reverse. It depends on your category and customer base.

Step 7: Configure meta information

The Amazon Ads Stores page says you can send shoppers directly to your Brand Store via a short Storefront URL, such as amazon.com/brand-name. Keep it simple, memorable, and matching your brand name as closely as possible. Amazon Ads adds that you can tag the URL to analyze the traffic sources that reach your Store.

Metadata helps Amazon understand what your Storefront is about for search indexing.

• Custom Storefront URL (amazon.com/yourbrand)

• Meta description (benefit-focused, includes your primary category)

Example: A brand like Wedge Guys would claim amazon.com/wedgeguys and skip long versions like amazon.com/wedgeguys-golf-officialstore. Shorter is better for shareability.

Step 8: Preview across devices

According to Amazon Ads, 69% of all Brand Store visits worldwide in 2021 were made from a mobile device. The same Amazon Ads guide says testing on "an actual mobile device remains the most effective way" to find errors that affect shoppers. Use the device preview toggle in the Stores builder to see exactly how your Storefront appears on smartphones and tablets.

What looks perfectly spaced on a desktop might be cramped and unreadable on mobile.

• Toggle between desktop, tablet, and mobile views

• Check text readability at smaller sizes

• Verify image cropping on different screen ratios

• Test navigation functionality on touch devices

Pay special attention to your text overlays and CTAs; they need to be readable on a 5-inch screen without zooming. If customers have to squint or pinch zoom to read your messaging, you've already lost them.

Step 9: Submit for review

Amazon reviews every Storefront before it goes live to ensure compliance with its content policies and quality standards. Amazon Ads says moderation can take up to 24 hours.

Review Amazon's content policy one more time before submitting to avoid delays.

• Final content review (spelling, image quality, link functionality)

• Policy compliance check against the 3 common rejection triggers below

• Submit through the Stores builder

• Monitor your email for approval or revision requests

Common rejection triggers: The Amazon Ads getting started guide names 3. They are unsubstantiated claims, replicated dynamic Amazon content such as pricing or pack size, and website URLs, addresses or phone numbers. Clean these up before submission to avoid the back and forth.

Step 10: Publish and drive traffic to your storefront

Once your Store clears moderation, you can publish it or schedule a go-live date. But launching is just the beginning; now you need to drive traffic to it. Share your Storefront URL in email campaigns, social media bios, and even on your product packaging via QR codes.

Start running Sponsored Brands campaigns with Brand Store spotlight to funnel ad traffic directly to your Storefront. According to Amazon Ads, advertisers who linked these campaigns to a Store saw shoppers spend 2x longer on it. Their detail page views increased 55% and sales increased 15% (US data, 2021 to 2022).

From our accounts: 87% of Sponsored Brands sales on the accounts we manage come from shoppers who are new to the brand. That makes Sponsored Brands the main way new customers find a Store, so the Store page each campaign lands on matters as much as the ad itself.

• Share Storefront URL across all marketing channels

• Create Sponsored Brands campaigns linking to your Storefront

• Add Storefront link to product packaging

• Monitor Store Insights to track visitor behavior

Launch checklist: Update your social media bios with your Storefront URL, send an email blast to your customer list announcing your new Amazon shop, and create Instagram Stories with a link sticker directing followers to your Storefront. The more visibility you create in the first week, the better your initial traffic metrics.

Your Amazon Storefront is your brand's home on the platform; build it strategically to convert visitors into loyal customers.

How do you measure Amazon storefront performance?

Brand Store Insights, the Store analytics dashboard from Amazon Ads, shows whether your Store drives revenue. Track it from week 1 and act on 14 to 30 day trends.

Accessing your Store Insights dashboard

Reach Store Insights from the Stores path in the Amazon Ads Stores best-practices guide. Analyze trends over at least 14 to 30 days before you act.

• Sign in to your advertising account

• Go to "Brand Content," then select "Stores"

• Open Store Insights for your Store

• Set your date range (minimum 14 days recommended)

Which Store Insights metrics matter most?

Your Store Insights dashboard tracks dozens of data points, but focus on 5 metrics. According to Amazon Ads, it also reports average dwell time, average bounce rate and new-to-Store visitors.

Visitors: Total unique customers who landed on your Storefront during the selected timeframe. This metric tells you if your traffic generation efforts (ads, social media, packaging inserts) are working. A steady upward trend indicates growing brand awareness.

Page Views: How many total pages within your Storefront were viewed? Higher page views relative to visitors means people are exploring multiple pages, which signals strong engagement and a good navigation structure.

Sales Attributed to Store: Revenue generated from customers who visited your Storefront within their purchase journey. This is the metric that ties your Store to revenue. Amazon Ads counts estimated sales from Store visitors within 14 days of their last visit, even if the purchase happened on a product listing page.

Traffic Sources: Store Insights breaks visits down by traffic source, including Sponsored Brands campaigns. Add tags to Store URLs you share off Amazon to see which external channels drive visits. Understanding this mix helps you allocate marketing budget effectively.

Daily Visitors and Views: Trend lines showing traffic patterns over time. Look for spikes that correlate with promotions or external campaigns, and identify slow days where a targeted Sponsored Brands push might help.

What good performance looks like

Benchmarks vary by category and catalog size, so track these 3 signals as trends:

Engagement rate: Watch views per visitor month over month. If it sits near 1, shoppers leave after the homepage, so check your navigation tiles.

Attribution rate: Track Store-attributed sales as a share of your total Amazon sales over time, and compare it with your Sponsored Brands spend.

Traffic diversity: If nearly all your Store traffic comes from one source, add tagged links from email and social so you can see what else drives visits.

Pro tip: Export your Store Insights data monthly and track it in a spreadsheet. Month-over-month growth in visitors and attributed sales indicates you're building momentum. If these numbers plateau or decline, adjust your promotional strategy or revisit your product mix.

Either way, update the Store at least every 90 days. According to Amazon Ads, Stores updated within 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor on average (2022 data).

Your operating cadence: review Store Insights monthly, refresh the Store every 90 days, and watch attributed sales per visitor.

How we design Amazon storefronts at Olifant

We run in-house Brand Store and listing design as one workstream. Our team builds Brand Store pages alongside listing images, A+ Content and video. That way, Store creative matches the listing image stack a shopper sees on the detail page.

Here is the sequence we follow on client accounts:

1. Audit the listings and the Store together, using keyword research and review mining to build the action plan.

2. Rebuild the listing image stack, then carry the same hero images, colors and claims into the Store.

3. A/B test titles, bullets, images and A+ Content, and bring the winning creative into Store tiles.

4. Track keyword rank and conversion data, review Store Insights monthly and refresh the Store every 90 days.

Listing optimization typically takes 2 to 4 weeks, depending on catalog size and creative needs.

Our in-house platform, Olifant AI, analyzes every account daily and flags spend, budget and scaling decisions against each brand's profit margin target, so our senior specialists act the same day. When Sponsored Brands traffic to a Store page drops or stops converting, the team sees it the same day.

The results below come from listing and creative work across each account, so we don't credit the Store alone. We rebuilt hero images for Wedge Guys as part of work that delivered +391% sales and a $305,771 monthly revenue increase. Our listing and creative work also produced a 51% conversion rate lift for Elite Jumps, with +124% revenue in 3 months.

Key takeaways

• Sellers start with Brand Registry. Enroll first, then build in the Stores builder, check the mobile preview and submit your Store.

• Plan for a 24-hour review. Amazon Ads says Store moderation can take up to 24 hours before your Store goes live.

• Visitors outbuy non-visitors. Amazon Ads reports Brand Store visitors purchase 53.9% more frequently than shoppers who skip the Store (2024).

• Size images to Amazon's minimums. Use at least 3,000 x 600 px for the hero image and 400 x 400 px for the brand logo.

• Fresh Stores earn more per visitor. Amazon Ads 2022 data shows Stores updated in the last 90 days had 13% higher attributed sales per visitor.

Amazon storefront design FAQs

Is an Amazon storefront free?

Yes. According to Amazon Ads, creating and maintaining a Brand Store is free, and you don't need to advertise on Amazon to create one. Traffic is a separate budget line: Sponsored Brands campaigns that send shoppers to your Store are paid ads.

Do I need Brand Registry to create an Amazon storefront?

Sellers do. Amazon Ads lists Brand Stores as available to sellers enrolled in Brand Registry, vendors and agencies. Sellers need a pending or registered trademark, depending on the trademark office, and Amazon's IP Accelerator lets you enroll once your application is pending.

How long does Amazon take to approve a storefront?

Amazon Ads says moderation can take up to 24 hours. Run your final content and policy check before you submit, so a rejection doesn't cost you another review cycle.

How do I drive traffic to my Amazon storefront?

Run Sponsored Brands campaigns that land on your Store, and share your Store URL in email, social bios and on packaging. Then update the Store at least every 90 days so returning visitors find new content.

How much does it cost to have an agency design an Amazon storefront?

At Olifant Digital, Brand Store design is part of Amazon Account Management, together with listings, A+ Content, photography and video. Our services start from $2,000 per month and are custom for each project, based on the complexity and workload required, with a 60-day guarantee: if we don't improve your performance, you don't pay.

Long-term sales growth starts with storefront fundamentals

An Amazon storefront is a profit lever. When design, structure, product flow, mobile experience, and performance tracking are aligned, your Storefront becomes a system that compounds results over time. The brands that scale past plateaus treat Storefronts as revenue infrastructure and update them every 90 days.

For established brands that want profitable growth on Amazon, Olifant Digital builds Storefronts and listings from the same creative. For Wedge Guys, rebuilt hero images were part of the work behind $305,771 in added monthly revenue (+391% sales). Let's take what you've built, refine it strategically, and scale it into a Storefront that works as hard as your business does.

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