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The advantages, additional functions, and definitions of the Amazon storefront layout (Now Revised for 2023)

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The Amazon Brand Store is the most current in a series of initiatives designed to assist retailers expand their operations on the e-commerce giant.

With this goal in mind, Amazon is making available to independent sellers the same eCommerce tools previously only available to wholesale suppliers like A+ Content. Smaller vendors may reach more customers if there are more channels for sharing brand narratives.

Amazon has been steadily blurring the lines between its Seller and Vendor programs, and this trend shows no signs of abating.When vendors sign up for Amazon’s Brand Registry Program, they have access to a plethora of benefits. The Amazon Brand Store (sometimes referred to as Amazon Storefront or just Amazon Store) is one such function. Shoppers are impressed by the unique layouts and are easily guided to the products they need.

There are millions of vendors you may buy from on Amazon. There are a lot of businesses competing for consumers’ attention and attempting to get them to visit their product pages, but once they get there, how can you best demonstrate your value proposition and brand identity? One of the greatest difficulties companies and sellers have on Amazon is standing out in a crowded marketplace and gaining the confidence of potential customers.

This article will explain what Amazon Brand Stores are and how they work. 

  • The definition of an Amazon Brand Store.
  • Amazon Brand Stores: How to Get Started
  • Is the New Shop Window a Good Fit for Your Company?
  • Having an Amazon storefront has several benefits.
  • Learn how to set up a shop selling Amazon products.
  • Amazon’s Brand Store Has Many Advantages 
  • Conclusion

The definition of an Amazon Brand Store.

Amazon Brand Store is a free content feature that allows you to set up your own branded online store on Amazon in order to display a selection of your items.

Merchants may open a virtual shop for their products at no cost with an Amazon Brand Store. With a few simple mouse clicks, retailers may try out new layouts and pre-made templates to improve their consumers’ shopping experience.

When it comes to Amazon’s Brand Registry, 3P sellers now have the same access as 1P suppliers. No, you are not required to run Amazon ads in order to open an Amazon shop for your business.

Keep reading to see why opening an Amazon Brand Store will help your online shop.

Amazon Brand Stores: How to Get Started

Beginning with the Amazon Stores website, you may begin the process of building your first multi-page Store. The Stores’ capabilities and your eligibility for the program are laid out for you in detail on the landing page, which, despite its sparse appearance, has all the information you need.

Also, you’ll find some of the most aesthetically pleasing Amazon Stores that may serve as models for how your own store should be designed.

Sellers who already have their brands registered with the Amazon Brand Registry, as well as those who are interested in doing so, may find these frequently asked questions (FAQs) helpful. To begin utilizing the Amazon shop builder, you will need a valid trademark that has been filed to and accepted by Amazon.

Is the New Shop Window a Good Fit for Your Company?

Yes. You may open an Amazon Store if you have a registered brand or brands in the Amazon Brand Registry.

Lose control of your brand? Distributors may be eligible to open a brand shop if they register a brand on behalf of a brand they sell.

Even if you don’t have access to the other features, you can still set up a standard seller storefront in your Seller Profile and give it a unique URL. What you get is a page with your items on it and nothing else; it won’t look very good.

Having an Amazon storefront has several benefits.

You may expand on and promote your brand’s narrative when you set up shop on Amazon, giving your consumers a one-of-a-kind purchasing experience that will stick in their minds.

Using Amazon’s Store Insights feature, storefronts also provide you access to a wealth of analytical data you wouldn’t have otherwise. You may use this data to make informed decisions about your Storefront’s appearance and other aspects of your Amazon marketing and branding efforts. 

Having a Storefront allows you to display your best marketing materials and items in one convenient area. Advertising campaigns that aim to raise brand recognition and advertise all of your items will benefit greatly from having an Amazon Storefront as their landing page. Off-platform advertising using influencers, display advertisements, social media, and more may all lead back to this page.

Learn how to set up a shop selling Amazon products.

Any retailer that has a federally registered trademark is entitled to open a branded online shop at no cost to their customers. In Seller Central, under the “Stores” menu, vendors may launch the Store Creator. In the Amazon Seller Central console (, sellers may use the Store Builder. The “Stores” tab displays an index of previously established and managed brand shops, where changes and additions may be made.

The first step is to adjust the store’s defaults: Entering the brand’s display name and adding a brand logo are the first steps. You may also customize the shop’s product grid: Either regular (as with appliances and furniture) or tall (clothing and accessories).

Amazon’s Brand Store Has Many Advantages 

The ability to further cultivate your brand’s image, therefore strengthening the emotional connection you have with your target audience.

  • The flexibility to modify seasonal and promotional material and message.
  • An uptick in both client satisfaction and the frequency with which they buy again.
  • Campaigns that promote Amazon and are successful. If you direct your Sponsored Brand advertisements to Stores instead of product pages, you may expect a 22% increase in Return on Ad Spend, says Amazon.
  • Brand logos and tiny banners on product detail pages increase exposure for your Amazon brand shop.
  • The capacity to generate and capitalize on external traffic and leads.
  • The possibility of improving one’s position in Amazon’s unpaid search results.
  • Enhanced usability for both mobile and desktop platforms.


The introduction of Stores is no doubt intended to entice business owners with their own brands to join Brand Registry. Third-party sellers that don’t register with Amazon miss out on perks that Amazon offers to brand-registered vendors. Sponsored Brands advertisements and Amazon Marketing Services are just some of the perks available to 1P wholesalers and 3P brand owners that pay for access to Amazon’s platform. Everyone is aware that Amazon would rather do business with the brand’s original owner than with a reseller that does not own the brand.

Amazon has made significant investments in both brands and authorized dealers. By working directly with the company behind the brand, they can avoid the markup and potential for fakes.

We can attest to the efficacy of Amazon Storefronts, particularly when backed by a devoted staff that takes the time to develop, implement, analyze, and refine a consistent and effective brand marketing approach. By showcasing who they are and what they can offer to clients, our Brand Registered partners are able to boost their sales on Amazon via the usage of Storefronts.


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