How to Build an Amazon Storefront That Drives Brand Loyalty

An Amazon Storefront is a free, customizable multi-page shopping destination for brand-registered sellers that acts as your brand's own mini-website within Amazon. A well-built Storefront increases average order value, reduces competitor poaching, builds brand recognition, and gives you a dedicated landing page for all your external marketing campaigns. At Marknology, our Kansas City team has built and optimized Storefronts for hundreds of brands, and the ones that invest in their Storefront consistently outperform those that do not.

Andrew Morgans has a strong opinion on this: "Your Amazon Storefront is the one place on Amazon where there are zero competitor ads. Zero. No sponsored products from other brands, no 'customers also bought' from your competition. It is your real estate. And most brands treat it like an afterthought. That is a massive missed opportunity."

What Is an Amazon Storefront?

Amazon Storefronts (also called Brand Stores) are free multi-page shopping experiences available to brand-registered sellers. Think of it as a custom landing page or mini-website hosted on Amazon.com/yourbrand.

Your Storefront can include multiple pages, product collections, lifestyle imagery, videos, brand storytelling, and shoppable galleries. It is the only place on Amazon where competitor products do not appear alongside yours.

Creating a Storefront requires Brand Registry enrollment. Once set up, you can use Amazon's drag-and-drop Store Builder tool to create pages without any coding knowledge.

Why Does Your Amazon Storefront Matter?

Here is why every brand we work with at Marknology has an optimized Storefront:

• No competitor ads: The only ad-free space on Amazon. Customers browse your catalog without distraction.
• Higher AOV: Shoppers who visit Storefronts spend 35% more on average because they browse multiple products.
• Better ad landing pages: Sponsored Brand ads can link to Storefront pages, improving relevance and conversion.
• External traffic destination: Your Storefront URL works with Amazon Attribution for tracking off-Amazon campaigns.
• Brand storytelling: Tell your brand story, share your mission, show lifestyle content that builds emotional connection.
• Organic ranking signal: Storefront engagement sends positive signals to Amazon's algorithm about your brand health.

I tell every brand the same thing: your product pages sell individual products. Your Storefront sells your brand. If you want customers who come back and buy multiple products, you need a Storefront that makes them feel something.-- Andrew Morgans, Startup Hustle podcast

How Should You Structure Your Amazon Storefront?

The best Storefronts have a clear hierarchy:

Homepage

Your hero section with a lifestyle banner, value proposition, and featured products or collections. This is your first impression. Make it count.

Category Pages

Organize products by category, use case, or customer segment. A supplement brand might have pages for "Energy", "Sleep", "Immunity", and "Bundles". A pet brand might have "Dogs", "Cats", and "Best Sellers".

Best Sellers Page

Your top-performing products front and center. New customers often want to know what is most popular.

About Us Page

Your brand story, mission, team, and what makes you different. This is where loyalty starts.

New Arrivals / Seasonal Page

Rotate this page to keep your Storefront fresh and give repeat visitors a reason to come back.

At Marknology, we typically build 5-8 pages per Storefront. More than that creates navigation complexity without adding value for most brands.

What Makes a Great Amazon Storefront Design?

• High-quality lifestyle imagery: Not just product photos on white backgrounds. Show your products in real life.
• Consistent branding: Colors, fonts, and visual style should match your overall brand identity.
• Clear navigation: Customers should find what they want in 2 clicks or less.
• Mobile-first design: Over 60% of Amazon traffic is mobile. Test every page on phone.
• Video content: Brand videos and product demos increase engagement dramatically.
• Shoppable images: Use image tiles that link directly to product listings.

Amazon's Store Builder has gotten much better. You can now use full-width images, video backgrounds, and sophisticated grid layouts. Take advantage of these features.

What Content Tiles Should You Use?

Amazon Store Builder offers several tile types:

• Hero Image: Full-width banner at the top of each page. Use lifestyle photography with text overlay.
• Product Grid: Display products in a shoppable grid format with titles, prices, and ratings visible.
• Image with Text: Combine imagery with brand messaging. Great for storytelling sections.
• Video: Embed brand videos or product demonstrations. Videos auto-play on scroll.
• Shoppable Image: Tag products within a lifestyle image so customers can click and shop directly.
• Best Sellers / Recommended: Auto-populated tiles showing your top sellers.
• Gallery: Scrollable image gallery for showcasing multiple lifestyle images.

The most effective Storefronts use a mix of all these tile types. Pure product grids feel like a catalog. Pure imagery feels like a lookbook with no way to buy. The sweet spot is storytelling that flows naturally into shopping.

How Do You Drive Traffic to Your Storefront?

Sponsored Brand Ads

Link your Sponsored Brand headline ads to Storefront pages instead of search results. This is one of the highest-converting ad strategies on Amazon.

External Marketing

Use your Storefront URL (with Attribution tags) as the landing page for all external campaigns: Google Ads, social media, email, influencer links. Your Storefront converts better than individual product pages for cold traffic because it builds context and trust first.

Social Media Bio Links

Replace your Amazon product link in Instagram, TikTok, and other social bios with your Storefront URL. Let customers browse your full catalog.

Product Inserts

Include your Storefront URL or QR code in product packaging to drive repeat traffic.

At Marknology, we have seen Storefront traffic increase 200-400% when brands actively drive external traffic through Attribution-tagged links.

How Do You Measure Storefront Performance?

Amazon provides Store Insights with detailed analytics:

• Visitors: Unique visitors to your Storefront
• Views: Total page views across all Storefront pages
• Sales: Revenue generated within 14 days of a Storefront visit
• Units sold: Products purchased after visiting your Storefront
• Traffic source breakdown: Organic, Sponsored Brand ads, external, etc.
• Page-level performance: Which pages get the most traffic and generate the most sales

Review these metrics monthly and use them to optimize your page structure and ad targeting. If a category page drives high traffic but low sales, the page design or product selection needs work.

What Storefront Mistakes Should You Avoid?

1. Using only product grids. A Storefront that is just rows of products is a missed branding opportunity.
2. Ignoring mobile. If your hero banner text is unreadable on a phone, you are losing 60%+ of visitors.
3. Not linking ads to Storefront pages. Sending Sponsored Brand ads to generic search results wastes the ad-free Storefront advantage.
4. Building it once and forgetting it. Update your Storefront seasonally with new imagery, featured products, and promotions.
5. No brand story. An About Us page is not optional. Customers want to know who they are buying from.
6. Slow-loading imagery. Compress images. Large files slow down page load and hurt conversion.

Frequently Asked Questions

What is an Amazon Storefront?

An Amazon Storefront (Brand Store) is a free, customizable multi-page shopping destination on Amazon for brand-registered sellers. It is the only place on Amazon with no competitor ads.

Is an Amazon Storefront free?

Yes. Amazon Storefronts are completely free to create and maintain for brand-registered sellers.

Do I need Brand Registry for a Storefront?

Yes. Amazon Storefronts are only available to sellers enrolled in Amazon Brand Registry.

How do I drive traffic to my Amazon Storefront?

Use Sponsored Brand ads linked to Storefront pages, external marketing with Attribution-tagged URLs, social media bio links, and product insert QR codes.

Do Amazon Storefronts help SEO?

Amazon Storefronts are indexed by Google and can rank for branded search terms. They also improve on-Amazon engagement metrics which can positively influence organic product rankings.

How often should I update my Storefront?

Update your Storefront at least quarterly with seasonal imagery, new products, and refreshed promotions. Top-performing brands update monthly.

Can I track Storefront performance?

Yes. Amazon provides Store Insights with data on visitors, page views, sales, traffic sources, and page-level performance.

Ready to Scale Your Amazon Business?

Talk to our team. No pitch deck, no pressure. Just honest advice from people who do this every day.

Book a Free Strategy Call