Complete Guide to Amazon Storefronts

February 28, 2024

Learn how to create your own Amazon storefront. Make your FBA business profitable, and boost your brand presence on the largest e-commerce platform with Mayan.

Customization. Brand following. Shopper experience – all important aspects of building an ecommerce 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 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 your own personal shop on Amazon to showcase your products. It’s like a mini-website hosted on Amazon that is just your products. Creating a storefront means that you’ll get a custom URL address. This can give you a space away from competitors where customers can browse and shop for your products, and get to know your brand.

What are the benefits of an Amazon Storefront?

  • It’s completely customizable: Unlike your products that are listed on Amazon’s central webpage, one major benefit of an Amazon Storefront is that it’s completely customizable, helping your brand and products stand out in the mix.
  • Layouts to showcase your products: Choose from different Amazon templates in Amazon Seller Central to build your ideal storefront. In Amazon Stores Builder you can easily create a customized storefront using drag and drop features. 
  • Unique URL: Once 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 an Amazon Storefront is the best way an Amazon seller can showcase what’s new in their store, as well as highlight the best sellers and product add-ons.
  • Storytelling: Through videos and eye-catching images, an Amazon Storefront allows you to post photos and videos that tell your brand’s story.

Create a Storefront that Pops: Six Ways to Stand Out In Ecommerce

On such a giant and competitive platform such as Amazon, using the storefront tool is an essential way to help you stand out and boost your sales and following. Once you have set up your FBA business, it’s time to take your Amazon Storefront to the next level! 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 boosts sales.

1. Easy to Understand Product Titles

The best product titles on Amazon are the ones that: 

a) communicate exactly what the product is 

b) include keywords to help more customers find your product

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 descriptive words like “Retractable Blue 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 on your Amazon store and product purchases.

Here is a good example of a product title from Wolf Tactical. The title includes the brand name, exactly what the product is, and what it can be used for.

Amazon FBA, Wolf Tactical Product Title
Wolf Tactical Example of an Amazon Product Listing Title

Adding details and keywords in a product title will also help you rank higher in search results. In the example above the words “strength and endurance training, fitness workouts, running” are all included. This helps shoppers who are looking for a specific kind of equipment find this product. 

Keep it simple - when it comes to creating product titles stick with something descriptive, easy to understand, and that will instantly appeal to your target audience.

2. Accurate and Detailed Product Descriptions

An 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 how it fills a need for your customer.

Amazon FBA product listing example
Wolf Tactical Product Listing Description

Good product descriptions in the Amazon Storefront include details such as key selling points, what problem the product solves, any highlights and features, and who the product is made for (your target audience). This is where you will also want to include a physical description of the product like color, size, what is included in the package, etc. 

This is also a great place to include a sentence or two about your brand. What makes your product better or different from competitors? Do you donate to any charities or campaigns with the purchase of a certain product? New shoppers are likely to become return shoppers if they become familiar with a brand.

3. High-Quality Product Photos (and videos)

Having multiple high-quality photos for your products is a something that will definitely make your Amazon Storefront pop! This is your opportunity to tell your brand’s story through the aesthetic of your images and videos. Having high-quality product photography can really set your products apart from the competition! Videos of the product in use or even staged in environments is another way to take your storefront up a notch!

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. Products tend to look best on a plain white background, with supporting photos of the product in use. Be sure that videos don’t have any links or references to other websites.

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

Pro tip: Preview your product listings and storefronts before submitting your storefront. Look things over on a both mobile and desktop devices to make sure everything is looking the way you intended it to. 

4. Consistent Fonts, Branding, and Imagery

As a seller, you want your shoppers to have an easy and fun experience browsing your store and getting to know your brand. Consistent branding which includes fonts and imagery will help to tell the story of your brand, and keep your Amazon Storefront looking like a work of art! 

In the world of online shopping seconds matter! If a shopper feels that your storefront is too busy or hard to look at that can equate to a lost purchase. Let the physical aspects of your store such as the fonts, videos, and images make your customers want to stick around, and hopefully come back for another purchase!

5. Behind the Scenes Work Keywords:

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 in the title and description of your storefront and product listings. The space is limited so use keywords to your advantage as much as you can. 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 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. Discounts and Amazon Prime

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.

If you have not yet, strongly consider becoming Amazon Prime Eligible. Amazon Prime offers several benefits to sellers, such as:

  • Increased visibility and positive review;
  • Better and faster shipment;
  • Access to Prime customers;
  • Access to streaming content.

If you are not part of the Amazon Prime program you are missing a segment of customers who filter their searches by Prime Eligible Products.

Examples of Amazon Storefronts

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

Amazon Storefront: Angry Orange

Amazon Storefront highlighting subscribe, save and follow
Amazon Storefront Highlighting Subscribe, Save and Follow

Angry Orange’s storefront works well because their top-selling products are highlighted 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.

Another thing to notice is how Angry Orange’s banner has a note about the benefits of following them. They also have the follow button listed below the banner. When building your own storefront, we strongly recommend having a branded banner. 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.

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.

Second Storefront Example: Willow and Everett

Amazon Storefront showing great product photography
Amazon Storefront showing great product photography

Amazon Storefront showing great product photography

Willow and Everett’s Amazon storefront is clean, warm, and inviting. The product photography highlights the product's function, and creates a cohesive look. 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!

Amazon Storefront: Crafts4All

Amazon Storefront with consistent branding.

Crafts4All’s storefront is creative, fun, and colorful. The layout they’ve chosen highlights their top selling products, and further down the page goes into product categories. Having top product categories listed as Crafts4All’s storefront does is a strategic decision and shows customers that Crafts4All can be their go-to source for everything crafts.  

As you can see in these three Amazon Storefront examples a brand can really come to life in this space. Create a space that highlights your products, introduces customers to products they might not even be looking for, and set your brand apart from the competition.

Frequently Asked Questions About Amazon Storefronts

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. Keep in mind that while there is no fee associated with this, it will take time to get your storefront set up.

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.

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.

If you’re interested in seeing what Mayan can do for your Amazon FBA business, sign up today. We’re excited to show you our platform and run an audit to show you the opportunities our platform can provide. Once we’re aligned on your goals, we can get started bringing your business to the next level. Ready to see how Mayan can help?

If you’re interested in seeing what Mayan can do for your Amazon FBA business, sign up today. We’re excited to show you our platform and run an audit to show you the opportunities our platform can provide. Once we’re aligned on your goals, we can get started bringing your business to the next level. Ready to see how Mayan can help?

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