How to Create an Amazon Storefront: The Complete Guide for Brands in 2026

Amazon Storefront Requirements

Before you can create a storefront, you need to meet a few prerequisites.

Amazon Brand Registry is the most important requirement. You must have an active, registered trademark and be enrolled in Amazon's Brand Registry program. This is non-negotiable — without Brand Registry, you cannot access the storefront builder.

A Professional Seller account ($39.99/month) is required. Individual seller accounts don't have access to storefront features.

Active product listings should already be live on Amazon. While you can technically build a storefront without listings, there's no point — the storefront exists to showcase and sell your products.

The good news: there's no additional cost to create a storefront beyond what you're already paying for your Professional Seller account. The storefront builder and hosting are completely free.

How to Create an Amazon Storefront

Setting up your storefront involves four phases: accessing the builder, planning your structure, building your pages, and submitting for review. Here's the step-by-step process.

Step 1: Access the Store Builder

Log into Seller Central and navigate to Stores > Manage Stores. If you're enrolled in Brand Registry, you'll see the option to create a store for your registered brand. Click "Create Store" and select the brand you want to build for.

You'll be prompted to enter your brand display name and upload a brand logo. The logo should be at least 400 x 400 pixels. This appears at the top of every page of your storefront, so make sure it's clean and recognizable at small sizes.

Step 2: Plan Your Page Structure

Before you start dragging and dropping widgets, plan your information architecture. The most effective storefronts we build at Lab 916 follow a clear hierarchy.

Your homepage is the entry point and should immediately communicate who you are, what you sell, and why someone should care. Think of it as a landing page — hero imagery, your best-selling products, and clear navigation to deeper pages.

Category pages organize your products by logical groupings. If you sell kitchen products, you might have separate pages for cookware, utensils, storage, and accessories. These pages should align with how customers think about your products, not necessarily how you organize them internally.

Product-focused pages can highlight specific product lines, new launches, or seasonal collections. These are especially useful for driving Sponsored Brands traffic to a curated selection rather than your full catalog.

Amazon allows up to three levels of navigation, so you can create sub-pages within category pages. Most brands do well with 4 to 8 total pages. Enough to organize your catalog without overwhelming shoppers.

Step 3: Build Your Pages with the Store Builder

The Amazon Store Builder uses a drag-and-drop tile system. You select a template layout for each page, then fill in the tiles with content widgets. Here are the key widget types and how to use them effectively.

Hero images span the full width of the page and set the visual tone. Use high-quality lifestyle imagery that shows your products in context, not just product shots on white backgrounds. The hero image is the first thing shoppers see, so it needs to earn their attention.

Product grids display multiple products in a structured layout. Each product tile pulls the listing image, title, price, and star rating directly from your product pages. Shoppers can add items to cart without leaving your storefront. Organize these by popularity, price point, or use case — not randomly.

Image tiles with text overlay let you combine imagery with messaging. Use these for value propositions, category introductions, or lifestyle content that reinforces your brand story. Keep text concise — shoppers scan, they don't read essays.

Video tiles can embed brand or product videos directly into your storefront. Video consistently outperforms static content in engagement metrics. If you have product demos, how-to content, or brand story videos, feature them prominently.

Shoppable images are one of the most underutilized features. You upload a lifestyle image and tag individual products within it. When shoppers hover over the tagged products, they see a mini product card with pricing and an add-to-cart option. This creates a more natural, editorial shopping experience.

Background video tiles allow you to use looping video as a section background, which can make your storefront feel significantly more premium and dynamic.

Step 4: Submit for Review

Once you've built your pages, preview them carefully on both desktop and mobile layouts. Amazon's review process typically takes 24 to 72 hours, and stores can be rejected for issues like low-resolution images, text that makes unsupported claims, or external links.

Common rejection reasons we see include: referencing specific promotions or pricing (storefronts should be evergreen), making claims that aren't substantiated by your listing content, including contact information or external URLs, and using images with visible watermarks or poor resolution.

After approval, your storefront goes live immediately and is accessible via your brand URL and through Sponsored Brands ad campaigns.