Establishing An Amazon Storefront For Your Brand

Mia Kovacevic / 4 min read

On Amazon, business is booming. With an estimated 90 million Amazon Prime customers purchasing over five billion products a year, there’s no better time than now to create an Amazon Storefront.

Establishing an Amazon Storefront for your brand comes with vast benefits. Having an Amazon Storefront protects your brand from illegitimate or counterfeit products, allows you to better educate consumers about your products and can increase your overall sales. It’s also a great way to showcase products in one easy-to-navigate presentation.


How to set up an Amazon storefront?

STEP 1: Register Your Brand with Amazon:

Before you can begin to set up an Amazon Storefront, you must first register your brand with Amazon. This step requires three things.


First, you must have a fully registered trademark for your brand which must appear on your products or on product packaging.

Second, you must be able to provide verification that you own the rights to the trademark, or that you are considered an authorized agent.

Finally, you must have an Amazon account. To register your brand, you may use a pre-existing Amazon account, or you may create a new one for free.

After registering your brand, you will have complete content control over all products on Amazon that are listed under your brand, even if these products appear in the Storefront of another authorized seller.


How much does it cost to start an Amazon store?

While creating your Amazon Storefront is free, there are still some fees you must be aware of. As a seller, you have the option to choose between two selling plans: Individual or Professional.

With an Individual Selling Plan, you must pay a fee of $0.99 for each product you list on Amazon.

With a Professional Selling Plan, you must pay a flat rate of $39.99 a month, but are exempt from the $0.99 listing fee. If you anticipate selling more than 40 products a month, the Professional Selling Plan is the better option.


There are also closing fees that both Individual Sellers and Professional Sellers must pay, but these closing fees differ based on the categories of the products sold.

STEP 2: Prepare Content for Your Storefront

The second step in this process is preparing the content for your Storefront. This involves graphic content, such as your store logo and product images, as well as written content, like product descriptions. Providing infographics on your Storefront homepage that help to educate consumers about your products are also great for boosting sales. Preparing this content before personalizing your Storefront and creating your first products will make those preceding steps feel much easier.

STEP 3: Personalize Your Storefront:

After registering your brand with Amazon and preparing content for your Storefront, you can now begin to personalize your Storefront. It is important that you take your time while customizing your storefront; putting time into this step will benefit you in the long run. The more planning you put into the appearance of your Storefront, the more interested in your products consumers will be.

The first step in personalizing your Storefront is choosing a theme for your homepage. At this time, there are four options available for your homepage. While any of these options are viable, I would not recommend selecting the “Blank” option unless you have a skilled coder on your team who can sink time into totally personalizing your homepage.

After you’ve selected a template for your home page, you can begin creating additional pages for your products based on the categories of your catalog. You can also add pages exclusively for hot deals or best-selling items. The more organized your Amazon Storefront is, the better.

This is where preparing content for your Storefront in advance comes in handy: you already have images and infographics at hand, and you can now upload them to your homepage and any of your additional pages to create a more attractive, informational and consumer-friendly Storefront.

As you personalize, be sure to include content tiles. Consumers can interact with these tiles, which can range from product names or page titles to product images and infographics. Clicking on these tiles will reroute consumers to other pages on your Storefront, or to specific products of your choosing.

STEP 4: Post Your Products

Once you’ve set up your Amazon Storefront, it’s time to start posting your products. Amazon largely prefers for sellers to list products along with UPC codes, but this is not a requirement, and you are able to get started with nothing more than a product name. All products will be assigned Amazon Standard Identification Numbers, or ASINs, to ensure ease of product identification. If the product you are listing is already on Amazon, you can search it to find the product’s already-assigned ASIN.

Again, preparing your content back in step 2 will make accomplishing step 4 a quicker and easier task.


STEP 5: Submit for Review

It’s now time to submit your Amazon Storefront for review. Before actually submitting it, however, it is highly recommended that you use the Store Preview feature to check your Storefront pages for any grammatical or spelling errors as well as inconsistencies in product images or branding, and to ensure that your Storefront is attractive and easy to navigate.

After your Amazon Storefront has been approved, your products will be made available in your own store, and it’s time to start selling.

If you need assistance with the creation of your Amazon Storefront, or want to explore the optimization of an existing one Storefront, Judolaunch is here to help.

Request a consultation with one of our Amazon experts  and we will provide you with a full Amazon opportunity analysis tailored specifically to your brand’s needs.


Picture of Mia Kovacevic

Mia Kovacevic

As a part of Remote Judo Team, Mia is traveling to a new country every three months, chasing summer and breathtaking sunsets, while sharing insights from different Amazon markets and stories of inspiring entrepreneurs she meets on the way.