How to Open an Amazon Storefront for Your Brand (2026 Guide)

Your products are on Amazon, but they’re scattered across search results next to everyone else’s. A storefront gives your brand its own address on Amazon, with your logo, your pages and only your products.

This guide shows how to open an Amazon storefront step by step: who qualifies, what it costs, how to build it in Store builder, why Stores get rejected, and how to keep yours working once it’s live.

About the Author: Gloria Anderson writes for the SellerSonar editorial team about selling on Amazon and building a brand there. She checks every Amazon program detail in her articles against Amazon’s own pages, and the examples against live Amazon listings and stores we track in SellerSonar.

Which Amazon Storefront Do You Mean?

“Amazon storefront” gets used for three different things, and most of the confusion online comes from mixing them up. Only one of them is something a seller builds.

• Brand Store: a free, multi-page shop for one brand, built by the brand owner. This is what this guide covers.
• Influencer storefront: a page where a creator lists products they recommend and earns a commission. If that’s what you’re after, our guide to the Amazon Influencer Program walks through it.
• Seller profile page: every third-party seller gets one automatically. Shoppers reach it from the “Sold by” link on a product page, and it shows your seller rating, your policies and a link to all of your listings.

One detail trips people up. On a product page, the “Visit the [Brand] Store” link under the title is the brand byline, and it opens the Brand Store. The seller profile sits behind the “Sold by” link instead. If you’re new to the term, our storefront glossary entry has the short version.

Amazon Storefront Requirements

According to Amazon Ads, Brand Stores are available to sellers enrolled in Amazon Brand Registry, vendors and agencies. Only brands with a pending or registered trademark can create one.

For a seller, that comes down to three things:

1. A Professional selling account. Amazon’s own Brand Store guide starts with signing up for the Professional plan. The Individual plan won’t get you there. Our guide to creating an Amazon seller account covers the sign-up.
2. Enrollment in Amazon Brand Registry. You need a pending or registered trademark from the trademark office of a country with an Amazon store, and a logo with your brand name permanently affixed to your products or packaging. If you don’t have a trademark yet, Amazon’s IP Accelerator connects brands with vetted law firms. Our Amazon Brand Registry guide covers enrollment.
3. Access to the Amazon Ads console. Store builder lives there, so you register for Amazon Ads. You don’t have to run a single ad to have a Store.

What’s missing from the list matters just as much. Amazon doesn’t ask for an advertising budget, and its requirements mention no minimum number of products or sales history. Its Brand Store FAQ also says you don’t need an LLC.

💡 Expert Tip: A pending trademark is enough for Brand Registry, so you don’t have to wait for the registration to finish. File the trademark early, because enrollment is usually the slowest part of opening a Store.

How Much Does an Amazon Storefront Cost?

An Amazon Brand Store costs nothing to create or keep. Amazon Ads says so plainly: “Creating and maintaining a Brand Store is free, and you do not need to advertise on Amazon to create a Brand Store.”

The costs sit around the Store, not in it:

In practice, the real cost is the trademark and the time it takes to build good pages.

How to Open an Amazon Storefront, Step by Step

Once the account and Brand Registry are in place, building the Store happens in one tool. Here’s the whole path.

Step 1: Get a Professional Selling Account

If you already sell on the Professional plan, skip ahead. If you’re on the Individual plan, upgrade in Seller Central first. Vendors and agencies don’t need a seller plan; they reach Store builder through their own Amazon Ads access.

Step 2: Enroll Your Brand in Brand Registry

Apply with your trademark number, your logo and photos of the brand on the product or packaging. Brand Registry also unlocks A+ Content and Sponsored Brands ads, so it pays off beyond the Store.

Step 3: Open Store Builder in the Amazon Ads Console

Sign in to your Amazon Ads account, go to “Brand Content”, then “Stores”, and click “Create Brand Store”. Pick the brand if you manage more than one.

Step 4: Add Your Brand Details, Logo and Template

Enter the brand display name and upload a logo of at least 400 x 400 pixels. Amazon’s Brand Store guide also asks for a short page meta description. Then choose a template for the homepage: Marquee, Product highlight, Product collection or Blank.

Step 5: Build Your Pages and Tiles

Add subpages with “Add page”, usually one per product category. Fill each page with tiles: product grids, single product tiles, video, shoppable images and text. You design one view, desktop or mobile, and Store builder creates the other. Always check both in preview.

Step 6: Submit Your Store for Review

Read Amazon’s content rules, then submit for publishing. You can go live as soon as the Store is approved or schedule a date. Amazon’s getting-started guide says moderation “can take up to 24 hours”, so leave some slack before a launch.

Templates, Pages and Tiles That Work

The template only sets the starting layout. You can change every section afterward, so pick the one closest to how big your catalog is.

Here’s a real Brand Store, so you can see how the pieces fit together.

Anker’s Store opens from the short address amazon.com/anker. Under the header sits a Follow button, the page navigation (Home, What’s New, then pages for product lines) and a search box limited to Anker products. The hero banner below it points to a launch. Captured on amazon.com on October 25, 2026.

A few tile rules from Amazon’s guide make a real difference:

• Use the product grid for bulk products. It hides out-of-stock products automatically.
• Add child ASINs, not parent ASINs. Child ASINs get an “Add to cart” button. Parent ASINs show “See all buying options” instead, which adds a click.
• Use shoppable images for lifestyle shots. One image can link to up to 6 ASINs.
• Put the important content high up. Amazon notes that shoppers get less engaged the further they scroll.

Store tiles pull titles, images, ratings and prices from your product pages. Weak listings make a weak Store, so it’s worth tightening your listing optimization and product images before you build.

Store Review: How Long It Takes and Why Stores Get Rejected

Amazon moderates every Store before it goes live, and review can take up to 24 hours. A rejection comes in one of two kinds:

• Soft rejection: a warning. You can fix it, or choose “Ignore warnings and submit for publishing”.
• Hard rejection: a blocker, such as a blank page. You have to fix it before you can move forward.

The common reasons, all from Amazon’s own guidance:

Social media handles are a gray area. Amazon’s getting-started guide says they’re acceptable if the message doesn’t push shoppers to leave the Store. Amazon Ads’ content policy for its own sites, updated April 10, 2026, lists social media handles and links to social media sites as prohibited. Leave them out and you won’t have to argue about it.

🎯 Pro Insight: A common trap is reusing graphics made for your website. A banner with “Free shipping”, a price or a discount code was fine on your own site. In a Store, it’s a rejection. Make Store graphics without any text that can go out of date.

Your Amazon Store URL

Once it’s live, your Store has a short address in the form amazon.com/brand-name. Anker’s, for example, is amazon.com/anker. Individual pages get longer addresses that include the brand and a page ID. The Brand Store ID is the identifier inside those links.

Use the short address everywhere you promote the Store: packaging inserts, email, your website, social posts. Amazon Ads also lets you add a source tag to the Store URL, so Store Insights can tell you which of those channels actually sends visitors.

How to Get Traffic to Your Amazon Store

A Store doesn’t show up in search results by itself. Shoppers arrive through a handful of doors:

• The brand byline. The “Visit the [Brand] Store” link on every one of your product pages. This works with no extra effort, which is why your product pages matter so much.
• Sponsored Brands and display ads. Both can use the Store as their landing page. See our overview of Amazon ad types for how they differ.
• Posts. Shoppers who click a brand’s Post can go straight to the Store.
• Your own channels. The short URL with a source tag, shared on social media, email and inserts.
• Followers. Shoppers can follow your Store, and followers are counted in Store Insights (in the US).

If you already run ads, test the Store as a landing page against a single product page. Our guide to Amazon PPC strategies covers how to set up a fair comparison.

Measure Your Store With Store Insights

Store Insights is the free dashboard for your Store, inside Store builder. According to Amazon’s Brand Store guide, it reports:

• Visitors and visits: unique visitors, total visits and views per visitor
• New to Store visitors: logged-in shoppers visiting for the first time in 12 months
• Sales, orders and units: estimated, counted within 14 days of the shopper’s last visit
• Engagement: average dwell time and average bounce rate
• Followers: US only
• Traffic sources: including your own source tags

Store Insights doesn’t show shopper age, gender or income. Older guides, including an earlier version of this one, got that wrong. Demographic data lives in Brand Analytics, a separate Brand Registry tool.

Since May 2024, Amazon also gives each Store a quality rating of low, medium or high, based on how many of its recommendations you’ve taken. It’s a quick checklist of what to improve next.

Keep Your Amazon Store Working After Launch

Most guides stop at “submit”. But a Store is only as good as the products in it, and those products change without asking you.

Amazon’s own guide spells out one of the quiet failures. When a product goes out of stock and a third-party offer wins the Buy Box, its “Add to cart” button in your Store turns into “See all buying options”. The shopper clicked your brand, and the sale can go to someone else. The same thing happens on the product page when a hijacker undercuts you.

So the work after launch is mostly about the products, not the Store pages:

• Watch who holds the Buy Box on your Store products. SellerSonar’s product monitoring alerts you when a new seller appears on your listing, on the next check (as often as every hour on Business and Enterprise plans). Buy Box and pricing alerts are off by default, so switch them on in Alerts, then Delivery Settings.
• Catch listing changes and stockouts. A changed title or main image shows up in every tile that uses it. Content change alerts cover titles, bullet points and images, and retail issue alerts cover suppressed and out-of-stock listings.
• Watch competitor stores. In SellerSonar you can add a competitor’s store or brand by Seller ID, and the “New products in store” alert tells you when it lists new ASINs. It’s on by default on every plan.

Here’s what that looks like on a real account. One French third-party store we track added 290 new listings on October 19, 2026, then 337 more on October 21 and 192 on October 23. Each batch arrived as a single alert.

For a brand watching a rival, it’s an early sign of a catalog push. Our guide to competitor monitoring shows how to set that up.

To be clear about the limits: SellerSonar tracks the products and the sellers behind a store. It doesn’t monitor your Store’s page design, its moderation status or your Store Insights numbers. Those stay in Store builder.

📌 From Our Experience: Update the Store at least once a quarter, which is also what Amazon recommends. Brands that set the Store up once and forget it end up with dead tiles, old banners and out-of-stock products in the best spots.

Is an Amazon Storefront Worth It?

For a brand already in Brand Registry, yes, mostly because it’s free and it gives your ads and your outside traffic a better place to land than a single product page.

Amazon publishes strong numbers for it. Based on Amazon internal data from August 2024, shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently and have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price and a 71.3% higher average order value. New-to-brand shoppers who visited a Brand Store were 62.7% more likely to purchase.

Read those figures with care. They compare shoppers who chose to visit a Store with shoppers who didn’t, and Store visitors were often more interested in the brand to begin with. A Store won’t create demand on its own. It turns existing interest into bigger orders.

It’s less worth the effort if you sell one or two products. A single, well-built product page with A+ Content may do the same job.

Conclusion

Opening an Amazon storefront is simpler than it looks: get the Professional plan and Brand Registry, build the Store in Store builder, and submit it for a review that takes up to 24 hours. The hard parts are the trademark, good graphics without banned content, and keeping the products behind your tiles in stock and in your hands.

Final Expert Recommendations: Start the trademark early, build the homepage on the Marquee template if you have several product lines, and use child ASINs so every tile shows “Add to cart”. After launch, check Store Insights monthly, refresh the Store every quarter, and watch the Buy Box on the products your Store features.

If you’d like to know when a seller jumps on a product your Store depends on, try SellerSonar free: 14 days free, 5 ASINs, 10 keywords, no credit card.