Amazon storefront design

Requirements

Amazon's seller blog lists three requirements for a Brand Store: a Professional selling account, enrolment in Amazon Brand Registry and registration for Amazon Ads. Brand Registry needs a pending or registered trademark. The UK Brand Registry page describes Stores as free to design, with no coding needed.

A typical Store structure

Organise like a shopper

Group products by how customers decide: by use, room, skin type, age, size or problem solved, rather than by internal product codes. Keep the navigation shallow and labels plain, and make sure every product appears somewhere sensible.

A homepage that routes

Some visitors arrive from a brand name link or an advert and want to find something quickly. Put clear routes to categories and best sellers near the top, with brand storytelling below. A large hero image with no clear next step wastes the most valuable space.

How a Store is designed

1. 01

   Range review

   Products, categories, best sellers.

   Output: Product map

2. 02

   Structure

   Pages and navigation.

   Output: Store map

3. 03

   Content

   Images, tiles, short copy.

   Output: Page designs

4. 04

   Build

   In Amazon's Store builder.

   Output: Draft Store

5. 05

   Check and publish

   Phone view, links, stock.

   Output: Live Store

Example: a Store for a bedding brand

Before publishing a Store

Imagery and consistency

Use consistent photography, colours and type across Store pages, A+ content and listing images so the brand is recognisable throughout. Images should show real products accurately.

Keeping it current

Discontinued or out-of-stock products, outdated seasonal content and broken tiles make a Store look neglected. Assign someone to review it monthly and after range changes.

Measuring use

Amazon provides Store insights in Seller Central. Look at which pages are visited, where people leave and which tiles lead to product views, and adjust structure accordingly. Review the figures monthly at first.

Stores and advertising

Brand adverts can send shoppers to a Store page. Make sure the page they land on matches the advert's message and products. Check the landing page after each campaign change.

Out-of-stock products

A Store full of unavailable products frustrates shoppers. Use tiles that show live product availability where the builder offers them, swap out discontinued lines promptly and avoid featuring products with low stock in prominent positions before a busy period. Check the Store after every range change.

Short, useful copy

Store text should help shoppers choose: a line explaining what a category is for, a short guide to sizes or materials. Long brand essays are rarely read. Keep claims accurate and consistent with listings.

Video and rich tiles

Stores can include video and richer tile types. Use them where they show something useful, such as a product in use, and keep them short and captioned for muted viewing.