Everything to know about Amazon Storefront and Amazon Listings


In today's digital age, e-commerce has become an integral part of our lives, and Amazon stands at the forefront of this revolution. With millions of sellers and even more products available, standing out on the platform can be a daunting task. That's where Amazon Storefronts and Listings come into play.

Understanding Amazon Storefronts

Amazon Storefronts are customizable, branded pages that sellers can create to showcase their products and brand identity. They serve as a digital storefront for your business within Amazon's marketplace. Here's what you need to know:

Benefits of Amazon Storefronts

  • Brand Identity: Storefronts allow sellers to build and reinforce their brand identity on Amazon, helping establish trust with customers.
  • Product Showcase: They provide a dedicated space to display products, making it easier for customers to browse and discover your offerings.
  • Increased Conversions: A well-organized Storefront can boost conversion rates by providing a tailored shopping experience.
  • Analytics: Amazon provides valuable insights into customer behavior and Storefront performance.

Creating an Amazon Storefront

Step 1: Sign up and enroll your brand

  • To start selling on your Amazon store, create a seller account and choose a professional selling plan.
  • Next, sign up for Brand Registry, a program that helps protect your brand and gives you access to Store Builder and other brand management tools and support.
  • To register with the Amazon Brand Registry, you will need an active registered trademark in the country where you want to register (or a pending trademark application filed through the Amazon IP Accelerator) as well as the ability to see your brand name or logo prominently displayed on all products and the packaging you provide through Amazon.

Step 2: Create an Amazon storefront

Once your brand is approved for Brand Registry, use the Amazon online store builder to craft an online home for your business and convey what your product line is all about.

  • Log in to Seller Central and from the navigation menu, select “Stores” >> “Manage Stores,” then click the “Create Store” button.
  • Select a display format. You can choose from three templates, each with adjustable thumbnails for images, text, videos, and other content:
  • Product Grid: Shows a selection of products with this simple, straightforward, and user-friendly layout.
  • Marquee: Includes an organized product display with additional space for images, product descriptions, and customer quotes.
  • Display: Flexible presentation of many product options, with product information space and rich image content.
  • Click Site Manager and select “Add Site” to create a storefront:
  • You'll see that you already have a home page for your brand, but you can use this method to add sub-category pages to display all of your products.
  • For each page, you can enter a page name and description, then choose a page template.
  • Each page can navigate to another page within the storefront, up to three levels. For example, you might have a page that includes different features, product categories, or best-selling products.
  • Use the Thumbnail Manager to add and organize content on the page. You can use a combination of images, text, and video content to create an engaging experience for shoppers.
  • Check the preview window to see how your storefront will appear to desktop and mobile browsers. Click on an individual thumbnail on the page to edit it. Once you're done creating your storefront, click “Submit for publishing.” Moderation can take a few days, so keep an eye on the status bar to monitor progress.

Step 3: Add products

Listing products is an opportunity to use enticing headlines, product photos, and other elements to earn clicks.

  • You can either handpick products to feature in the storefront, or use dynamic widgets to automatically populate different product displays, such as best-selling products or recommendations based on visitor behavior.
  • Dynamic widgets use Amazon data such as keyword search, best-selling products, and recommendation history to help you optimize and update the products that appear on the storefront.
  • Enhance product listings with A+ Content:
  • A+ Content is an Amazon tool for adding advanced features like lifestyle imagery, comparison charts, and more to a product page to help it stand out against the competition and convince customers to place a purchase.

Customizing Your Storefront

  • Choose a layout, add images, banners, and organize product collections to reflect your brand's aesthetics.
  • Write compelling content that tells your brand's story and highlights your products' features and benefits.

The Importance of Amazon Listings

What is listing?

Amazon Listings are individual product pages that showcase a seller's product to potential buyers. The quality of your listings can significantly impact your sales and visibility on the platform.

  • To start selling on Amazon global marketplaces, you first need to list products on Amazon.
  • You can either match an existing product listing (if somebody else is already selling the same product on Amazon), or create a new listing (if you are the first or only seller).
  • The specific way sellers upload and list their products varies depending on their selling plan.
  • To put it simply: Sellers using a Professional seller account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems, while Individual sellers list products one at a time.
  • To list your product, you need to have your product SKU details (e.g. Barcode, UPC, EAN) and in some cases, product information (features, model number, size, expiry date, etc).

Key Components of an Amazon Listing

  • Product Title: Create a clear, concise, and keyword-rich title to attract potential buyers.
  • Images: High-quality images are crucial for showcasing your product. Follow Amazon's image guidelines.
  • Product Description: Craft informative and persuasive descriptions that highlight the product's features, benefits, and specifications.
  • Pricing: Competitive pricing can influence buying decisions.
  • Keywords: Utilize relevant keywords in your listing to improve discoverability.

Optimizing Amazon Listings

  • Conduct keyword research to identify the most relevant keywords for your product.
  • A/B test different elements of your listing, such as titles, images, and descriptions, to determine what resonates best with customers.
  • Monitor customer reviews and address any issues promptly to maintain a positive reputation.

Strategies for Success

  • Amazon SEO
    • Implement on-page SEO strategies by including relevant keywords in your Storefront and Listings.
    • Optimize for mobile users, as a significant portion of Amazon shoppers use mobile devices.
  • Advertising
    • Consider utilizing Amazon Advertising to increase visibility for your products.
    • Sponsored Products, Sponsored Brands, and Sponsored Display can help you target specific keywords and demographics.
  • Customer Feedback
    • Encourage customers to leave reviews and feedback on your products.
    • Address negative feedback professionally and seek resolutions.
  • Analytics
    • Regularly analyze Storefront and Listing performance through Amazon's analytics tools.
    • Use this data to refine your strategies and improve your storefront's conversion rate.


Amazon Storefronts and Listings are powerful tools that can propel your e-commerce business to new heights. By creating an appealing storefront that reflects your brand's identity and optimizing your product listings for maximum visibility, you can increase your sales and build a loyal customer base on the world's largest online marketplace. Stay updated with Amazon's ever-evolving guidelines and consumer trends to stay competitive in this dynamic marketplace. Success on Amazon requires ongoing effort and a commitment to delivering quality products and exceptional customer service.