Grow your brand using an online storefront

How to create custom storefronts and product detail pages on Amazon
€25 (excl. VAT) per month + referral fees

Steps to create your brand storefront

Follow these steps to showcase your brand on Amazon. See below for detailed instructions.
  1. Get started: Create a professional seller account.
  2. Enrol your brand in Amazon Brand Registry.
  3. Add products and use A+ Content to customise your Amazon listings.
  4. Create a unique storefront for your brand using the Amazon Stores tool.
Bonus steps:

Get started: Create a professional account

Amazon is a popular marketplace — which makes it a great opportunity for online sellers. In fact, independent third-party sellers sold more than a billion items during the 2019 holiday season alone, using Amazon to reach hundreds of millions of customers, build their brands, and grow their business.

Still, it can be a little daunting to launch an online business.
New to Amazon? Sign up for a professional account
One of the best ways to stand out and look good on Amazon is to sell your own brand of products. We not only give you the opportunity to sell your unique product, but have also built a number of free tools that allow you to create an online storefront for your brand, as well as help protect your brand name, showcase your items, and connect with customers.

See an example brand storefront below.
Example of an Amazon storefront created using Amazon Stores
Next, to showcase your brand on Amazon without diminishing your style, you'll need to:
Let's take a closer look at each of these tasks.

Register your brand

Man looking at fashion clothing designs on a computer
Amazon Brand Registry helps protect your intellectual property and guard your brand's good name on Amazon.

Amazon Brand Registry automatically registers your brand in all European countries at no extra cost.

Adding your business to Brand Registry is also how you get access to all of the free tools, reports, and benefits that come with selling your brand items in the Amazon storefront.

To enrol your business in Amazon Brand Registry, you'll need:
  • An Amazon seller account (sign up now).
  • Evidence of an active registered trademark in the country where you want to enrol, or a pending trademark application filed through Amazon IP Accelerator.
  • Your brand name or logo displayed prominently on your products and packaging.

If you meet the criteria, here's how to sign up for Amazon Brand Registry:

  1. Go to brandservices.amazon.fr/eligibility and click "Enrol now".
  2. Choose the country-specific marketplace in which you want to enrol your brand.
  3. Follow the prompt to log in to Seller Central.
  4. Complete the brief form by providing information about your business as it appears on legal documents or trademark applications.
  5. After you submit the form, you'll be directed to the "Brand Registry" page connected to your seller account. Select Manage >> Enrol a brand
  6. Follow the steps to submit your enrolment for review.
The information you provide during enrolment will depend on the country-specific marketplace in which you want to enrol. In France, for example, Amazon Brand Registry requests:
  • Trademark registration number with the European Union Intellectual Property Office (EUIPO).
  • Your "descriptive mark", which could be words/text or images/designs (such as a logo).
  • Product categories in which your brand items should be listed (for example, apparel, sporting items, electronics, etc.).
  • Countries where your brand's products are manufactured and distributed.

Customise product detail pages with A+ Content

Computer screen showing products in an Amazon.com detail page with A+ Content
Once your brand is approved for Amazon Brand Registry, it's time for the fun stuff. Brand Registry unlocks free tools that help you manage your brand items behind the scenes and manage your brand story as it appears for customers shopping in your Amazon storefront.

With tools such as A+ Content and Stores at your disposal, you can create a magnificent brand experience on Amazon. A+ Content enhances your product listings, and Stores allows you to create a multi-page shopping experience within the Amazon storefront.
When you add a product to the Amazon storefront, customers will see the listing on a product detail page. The standard version looks something like this:
Amazon.com product detail page
With A+ Content, you can enhance the product detail page by adding your own brand flourish to create something like this:
Amazon.com product detail page with A+ Content

Add A+ Content to your brand products on Amazon by following these steps:

  1. Log in to Seller Central.
  2. In the navigation menu, select Advertising >> Enhanced Brand Content.
  3. Enter the SKU of the product to which you want to add content. If you add content at the parent level, the template will publish to every child as well.
  4. Select from the available modules or choose one of the pre-defined templates
  5. Follow the guidelines at the top of the page: Add images that maximise the allotted space, add text to the designated text boxes to describe the details or features of your product.
  6. Preview the page to make sure all the images are loaded properly and to ensure similarity with your other branded pages to provide customers a consistent experience with your brand.
  7. Submit all of this to Amazon. Review can take seven business days (longer during peak periods), and the content status will update on your dashboard. Approved content should appear within 24 hours.
  8. If your content submission is not approved, select "Edit" in your dashboard to modify the page, and then resubmit the content. To avoid having to edit and resubmit your content, make sure your content:
    • Has clear images that are visible on desktop and mobile devices.
    • Is free of spelling or grammatical errors.
    • Does not contain specific pricing or promotion details.
    • Does not reference warranties, guarantees, limitations, customer service, websites, or contact information.
    • Complies with A+ guidelines.

Tips for how to use A+ Content features:

  • Text: Provide detailed explanations with specific words and numbers to help customers become experts on your product.
  • Tables: Use comparison tables to highlight features across your product line.
  • Banners: Use banner images to show your products in use. Add your brand logo and text to all of your products to create a consistent brand experience.
  • Images: Use professional-quality, high-resolution images that highlight product features or show your product in use. If you add brand text to your images, make sure it's readable on mobile devices.
  • Fields: Use text fields — rather than embedding text in images — to improve your visibility in search results (SEO).
  • Mix and match: A+ Content modules offer 100+ combinations of image and text fields. Explore them all to find the right mix for your brand.
  • Mine reviews: Use information from customer reviews, returns, and communication to figure out what topics to cover. Address purchasing barriers. Think about why customers wouldn't buy your product and discuss those concerns in advance.
  • Tell a story: Describe your brand's mission, story, and unique production process. Provide detailed feature information with specific data. Use a helpful, informative voice.

Create a storefront for your brand within the Amazon storefront

A man looking at a computer screen showing an online storefront on Amazon.com for the fashion brand New Republic
Amazon is an online storefront, and brands that sell products in the Amazon storefront can build their own online storefront within the storefront using a free tool we call...um, Stores.

Once you've created a seller account and enrolled in Amazon Brand Registry, you can create a storefront that provides customers with an immersive, multi-page experience. They will then be able to discover your brand's story and your entire product catalogue using media with rich and personalised content (text, images, and videos).

You also get your own Amazon.fr web address to use in marketing campaigns (amazon.fr/yourbrand). Think of it as your Amazon real estate, where you can showcase new products and best sellers, and even provide personalised recommendations to buyers.

Behind the scenes, Stores also provides you with performance metrics about visits, traffic sources, and sales so you can optimise the experience.

You can create an e-commerce storefront on Amazon using the Store Builder tool in Seller Central. No coding or design expertise is required. The page is automatically set up for desktop, mobile, and tablet browsers.

Create your own brand experience using Amazon Stores by following these steps:

  1. Create a seller account and enrol your brand in Amazon Brand Registry.
  2. Log in to Seller Central.
  3. In the navigation menu, select Stores >> Manage Stores
  4. Click the "Create Store" button.
  5. Choose a template for your storefront. Each one includes adjustable tiles for images, text, videos, and other content. The template options include:
    • Product Grid: A simple way to display your brand selection.
    • Banner: Includes a curated product display with additional space for imagery, product descriptions, and customer quotes.
    • Showcase: A flexible option for brands with a broad range of products, featuring plenty of space for product information and rich visual content.
  6. Open Store Builder to build an online storefront for your brand within the Amazon storefront.
  7. Click on Page Manager and select "Add a page" to add a page to your online storefront. Enter the page name and description, and choose a page template.
  8. Use the Tile Manager to add and arrange page content. Combine product images, text, and videos to create an engaging experience.
  9. Handpick products to feature in your storefront or use dynamic widgets to automatically populate different product displays, such as best-selling products or recommendations based on visitor behaviour. Dynamic widgets use Amazon data such as keyword search, best-selling products, and/or recommendation history to help you optimise and update the items that appear in your storefront.
  10. Use the Preview Window to see how your storefront will appear for desktop and mobile browsers. Click on an individual tile within the page to edit it.
  11. Repeat steps 5 to 7, as required, to create multiple pages in your storefront so as to showcase different features, product categories, best-selling items, etc. Each page provides access to another page in your storefront, up to a three-page chain.
  12. Once you've finished creating your storefront, click "Submit for publishing". Publishing your online storefront involves a moderation process that can take several days. Keep an eye on the Status Bar to monitor progress. To avoid rejection during moderation, please review the creative guidelines.
  13. Once your storefront is live, go to Store Builder >> Insights to see how your online storefront is performing. Track page views, visitors, traffic sources, and sales to update and optimise your storefront.

Bonus steps

Optimise your storefront
Optimise your storefront for mobile
Consumers are spending more and more time on their mobile devices and this is fuelling the growth in mobile retail. Mobile has changed the way people shop. In the first quarter of 2020, two-thirds of online visits were made from a mobile device.1

With such a large number of buyers using mobile devices to access your storefront, it makes sense to prioritise a mobile-friendly design.

We know that with the myriad of screen sizes, resolutions, device types, and browsers, designing for both mobile and desktop customers is complex and constantly evolving. To get you started, we're sharing six tips from the Stores design team that will help you optimise your storefront for mobile buyers.

1 Amazon internal data, WW, 2020
6 tips to optimise your storefront for mobile
Test on mobile device
Testing your storefront on mobile will help you discover errors that can affect your mobile buyers' experience. The best way to make the right adjustments is by discovering for yourself what type of customer experience your storefront provides on mobile. Step away from your desktop/laptop computer and access your storefront on a phone or tablet. Tap through pages and tiles. Is your storefront easy to navigate? Are the texts and graphics easy to read?
To test out your storefront experience:
1. Click Preview > Share Preview in Store Builder.
Test on mobile device
2. Copy the preview link.
3. Paste this link into an email or a location that is accessible from your phone. (Tip: Put the preview link password on a separate line for easy copying and pasting later.)
4. Navigate through your storefront on your mobile device as if you were a buyer and take notes on what needs to be improved. Is it easy to navigate? Can you find the products or information that you're looking for? How do your images look on a mobile device?
Use the custom mobile layout option
Due to the screen size difference between a desktop monitor and a phone screen, sometimes a tile design is legible on desktop but not on mobile. Although Stores will automatically adjust images for different screen sizes, this doesn't mean that every element will be legible on mobile, especially if the text looks small on desktop to begin with.
In these cases, we recommend using the custom mobile layout option in Store Builder. This allows you to add two separate images — one optimised for desktop and one for mobile. This option is only available for image thumbnails. You can find it by scrolling through the "Edit: Image" panel.
Edit Image panel
Example of a custom mobile layout:
Mobile layout
Make sure that content appears in the right order
Mobile screens are narrower and designed for faster scrolling, which means that the order and layout of content is not precisely the same for your storefront on desktop and mobile. Mobile storefronts use a left-to-right row prioritisation for the order of content. See below for an example.
Make sure that content appears in the right order
Check your storefront on a mobile device to confirm that content is appearing in the right order.
Optimise your header image
Even with a custom mobile layout, you can only use a single image for your header. The header image is 3000 pixels wide on desktop and is automatically reduced to half this size (1500 pixels) on mobile. This dynamic resizing shrinks all graphic elements within the header, including text.
Because of this, please keep in mind the following:
  • Try limiting the number of products on a header to three. The more products you use in the header, the more cluttered it will look on mobile.
  • The text in the header should be less than 30 characters so that you can increase the size of the text to be legible on mobile and desktop versions without overwhelming the header. For this we recommend a minimum font size of 100-pt Arial regular font or equivalent.
Choose an effective call-to-action (CTA) placement
Research has shown readers typically read top to bottom, scanning left to right. Keeping this flow in mind can help you choose an effective placement for your call-to-action (CTA) button on mobile.
Consider the importance of above-the-fold elements, which are the parts of the storefront page that are viewable before scrolling down. If a CTA is placed at the bottom of a vertical tile, it is unlikely to appear above the fold, making it less visible to customers.
CTAs on mobile should also have decent spacing around them, or "breathing room", so that it's easy for customers to find and click on it. Having limited space for a CTA can cause it to merge with its surroundings and lose hierarchy and visibility.
Provide alternatives to menu navigation
The navigation menu on a storefront appears differently on desktop than on mobile. On desktop, buyers see multiple tabs along the navigation bar. On mobile, buyers see a single drop-down menu. See the images below for a comparison.
Provide alternatives to menu navigation
This is an important factor to consider when it comes to highlighting your top categories or tabs on a storefront. Putting those top pages in the menu is one good strategy, but you can also use image or text tiles to create an additional way to navigate your storefront. Adding these tiles at the top of your storefront, along with a strong CTA, ensures buyers can find your most important content even if they don't expand the drop-down menu.

Ready to start optimising the mobile experience of your storefront?

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Next step: Use more tools to grow your brand and help it stand out
You're enrolled in Amazon Brand Registry. Your e-commerce business has an Amazon storefront and its own Amazon.fr web address, and your product detail pages contain rich information added via A+ Content.

What's next?

Once you've created an online storefront within the Amazon storefront, take advantage of the many other marketing and online seller tools we've created to help brands reach more customers.

Drive traffic to your Amazon storefront and product listings using Sponsored Brands, Sponsored Products, and other Amazon Advertising strategies. Use your unique Amazon URL for marketing campaigns on and off Amazon.

Start selling today

€25 (excl. VAT) per month + referral fees
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