Creating an Amazon Storefront: A How-To Guide

Customization. Brand following. Shopper experience – all important aspects of building an e-commerce business, right? Building a personalized Amazon Storefront is a way that Amazon is allowing sellers to stand out and thrive on the platform.

In this post we’ll go through the benefits of opening an Amazon Storefront, share some of the best practices when it comes to creating an attractive storefront that pops, and review some of our favorite examples of Amazon Storefronts that stand out and succeed. Ready to get creative? Here we go.

What is an Amazon Storefront?

Let’s start with the basics. The Amazon Storefront is basically your own personal shop on Amazon to showcase your products. Creating a storefront means that you’ll get your own URL address, which will take your products elsewhere from Amazon’s main page so that customers can browse and shop for your products without being distracted by the competition.

What are the benefits?

• It’s completely customizable: Unlike your products that are listed on Amazon’s central webpage, one major benefit with Amazon’s Storefront is that it’s completely customizable, helping your brand and products stand out in the mix.
• Layouts to showcase your products: Choose from three different Amazon templates to build your ideal storefront: Marquee, Product Grid, and Highlight.
• Unique URL: One your Amazon Storefront is approved and launched, you can message seller central to get a unique “vanity” URL address for your store. You can use this to link directly to your storefront rather than individual product listings. 
• Promote new and best-selling products: Using the Amazon Storefront is the best way an Amazon seller can showcase what’s new in their store as well as highlight the store’s best sellers.
• Storytelling: Through videos and eye-catching images, the Amazon Storefront allows you to post photos and videos that tell your brand’s story.
  

Create a Storefront that pops: 6 surefire ways to stand out in e-commerce

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On such a giant (and frankly, competitive) platform such as Amazon, using the storefront tool is an essential way to help you stand out and boost your sales and following. Whether you’re a new or an expert seller on Amazon, here are some of the best practices you can do to help create an amazing and attractive Amazon Storefront that you’re proud of. 

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1. Create a catchy and descriptive title for your products on Amazon:

The best product titles on Amazon are the ones that: a) communicate exactly what the product is b) have a catchy, memorable name and ring to them.

When brainstorming for product titles during the store building process, there’s a few things you can do. First of all, think about what the product is and be as specific as possible. Let’s say you are selling dog leashes. Simply calling an item “blue dog leash” or “simple black dog leash” won’t be very helpful to online shoppers. Add detail to your product title with someone like “Retractable Dog Leash, 15 ft, best for small to medium-sized dogs.” With a title like that, you’re targeting consumers with specific needs and as a result will get more clicks and purchases on your Amazon store. 

Adding details and keywords in a product title will also help you rank in search, because your storefront will have some specific words that potential customers will be looking up in the Amazon product search bar. 

Basically when it comes to creating product titles, think of something descriptive and simple, but with instant appeal that will captivate your customers.

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2. Include accurate and detailed product descriptions:

Amazon Storefront gives sellers space to write detailed product descriptions to help inform buyers. This is the place where you can communicate what you are selling and why.

Good product descriptions in the Amazon Storefront include details such as key selling points (what problem does the product solve?), any highlights and features, and who the product is made for (your target audience). Of course, adding physical descriptions like the product color, size, etc is important. It’s also worth mentioning any charities or campaigns that your store donates to with the purchase of a certain product.

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3. Add high-quality photos of the products to help customers visualize what they’ll be receiving:

And this includes videos, too! Adding eye-catching photos and videos of your products is one of the best practices for your Amazon Storefront. This is your opportunity to tell your brand’s story through the aesthetic of your images and videos.

To be approved by Amazon, images must be at least 1500x1500px. Videos must be at least 1280x64px and video files shouldn’t be larger than 100 MB. Also, make sure the videos don’t have any links or references to other websites.

As we noted in this previous post on launching your first Amazon store, always make sure your product photos are on an Amazon-approved white background. And once everything is uploaded, always double check the page in desktop and mobile view. 

Same goes for your product titles and descriptions. Checking the live preview before submitting your storefront to Amazon will save you TONS of time in the long run. This is because Amazon will come back to you with every little error and it can take a couple of days to hear from them.‍

Pro tip: Check things over in Preview mode on a handful of mobile and desktop devices, just to be sure there aren’t any glitches anywhere.

If photography and videography isn’t your strong suit, this is something that an Amazon virtual assistant can help you with.

4. Use attractive fonts that are easy on the eyes:

As a seller, you want your shoppers to have an easy and fun experience browsing your store and getting to know your brand. Clean fonts that align with the products you are selling is another way to create the flow you want for an attractive Amazon Storefront. Let the physical aspects of your store such as the fonts, videos, and images make your customers want to stick around (and even come back for more). 

Always follow this rule: Have a limit of three different fonts when curating your storefront. This three font rule extends to all brands and websites. Remember that less is more.

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5. Be sure to use keywords in your titles and descriptions so that you rank higher in search engine results pages (SERPs):

One of Amazon Storefront’s best practices and a great way to boost your store’s sales is by putting the right keywords for the product in the description section. So, use this space as much as you can. As we mentioned in another Mayan blog post, using the right keywords in your Amazon store can take some extra effort but you’ll reap the rewards. 

Once your Amazon Storefront is up and running, you’ll be able to access brand analytics. This is where you can see your top converting keywords (the words/terms on your storefront that were functional in driving sales) and you can tweak them accordingly. You can always update the aspects of your storefront once it’s launched, so using this data can help you build your business and constantly increase sales as you go.

6. Offer free shipping or discounts on bulk orders of more than one item:

With so much competition out there, it’s almost crucial to add some perks for your shoppers. Discounts on bigger orders and/or free shipping are simple things that you can add to your Amazon Storefront. These little add-ons will help boost sales, especially in the beginning stages of your business.

Examples of Amazon Storefronts

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Here are three very unique Amazon Storefronts that have caught our eye.

First storefront example: Angry Orange

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Angry Orange’s storefront works well because they highlight their top-selling products on the first page. They also use each tile to tell a story and how their products will solve a problem (in their case, it’s eliminating pet odors).

Secondly, notice how Angry Orange’s banner has a note about the benefits of following them. Then just below there’s the Follow button, which is an easy click and subscribe. When building your own storefront, putting that extra time and effort in making a banner is important. It’s the first thing shoppers will see when they click on your shop and can make-or-break whether they keep scrolling or not.

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They also make use of the multiple pages that sellers can have using Amazon Storefront. There’s an FAQ section, a link to their posts, and each category of products has its own section which makes for an easy shopping experience.

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Second storefront example: Willow and Everett

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Selling household products, the aesthetic of Willow and Everett’s Amazon storefront is clean, simple, and easy to navigate. There’s a follow button at the top and customers can easily shop their collection. The Shop Now button is pasted over an image at the top as well as the bottom of their storefront main page, to maximize clicks without looking too cluttered. This storefront is a great example of how less is more (and it works!).

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Third storefront example: Crafts4All

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Everything is right there when you click on Crafts4All’s storefront. The layout they’ve chosen allows shoppers to see the products they offer on the first page, but also gives potential customers the option to browse the different categories in the store. The clip at the end of their main page is an example of storytelling through video.

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Frequently asked questions

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How much does it cost to set up an Amazon Storefront?

‍If you’re already an Amazon FBA seller and your brand is registered, then adding an Amazon Storefront won’t come at any extra cost to you. This is without factoring in the extra time and effort that it will take to build the storefront.

Can anyone have an Amazon Storefront?

‍Registered FBA sellers who’ve been accepted into Amazon’s Brand Registry can have an Amazon Storefront if they are based in the following countries: United States, Mexico, Canada, Brazil, Germany, Italy, France, Spain, Netherlands, United Kingdom, United Arab Emirates, Saudi Arabia, Australia, India, and Japan.

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Are you ready to build a Winning Storefront?

Creating your own Amazon Storefront is a small space on a big platform that’s just for you (and your customers). And if you do it right, you can make that small space profitable, boosting your sales and brand presence on the world’s largest e-commerce platform.

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