Storefront

A Storefront (also called a Brand Store) is a premium brand asset available to Brand Registered sellers and vendors.
Although Amazon does not charge a direct fee for building a Storefront, vendors often invest in creative design, agencies, copywriting, and imagery, which is why it is commonly described as “paid for by vendors.”

Storefronts function as a brand’s own mini-website inside Amazon, providing a controlled environment free from competitor ads and distractions.

Key Features:

• Custom multi-page layout
• Navigation menus (like a website)
• Curated product collections
• Enhanced visuals (banners, lifestyle imagery, video)
• Analytics integration (Store Insights)
• No competitor ads displayed
• Custom URLs (amazon.com/yourbrand)

Purpose of a Storefront:

• Increase brand awareness
• Consolidate the full assortment in one place
• Improve conversion through better storytelling
• Support Sponsored Brands ads that link directly to Store pages
• Run seasonal or thematic landing pages (e.g., holiday collection)

Common Storefront Pages:

• Homepage (brand identity + hero banners)
• Category or subcategory pages
• Best sellers
• New arrivals
• Promotions or seasonal collections
• Brand story / About page
• Bundles or curated sets

Benefits for Vendors and Sellers:

• Strong brand control: No competitor ads, no cross-product clutter
• Higher conversion rates: Customers browse more SKUs when immersed in the brand experience
• Better advertising performance: Sponsored Brands ads perform better when directed to Store pages
• Improved discoverability: Shows all products from the brand in one place
• Analytics visibility: “Store Insights” shows traffic, conversions, and page-level performance

Benefits for Amazon:

• Enhanced shopping experience through rich visual content
• Stronger brand presence attracts premium brands and large vendors
• Helps structure catalogues and reduce customer friction

Example:
A skincare brand builds a multi-page Storefront with:

• “Cleansers,” “Moisturizers,” and “Serums” pages
• Lifestyle images and routine guides
• Video banners introducing the brand
• A “Holiday Gift Sets” seasonal page
   Traffic from Sponsored Brands ads is directed to curated product collections, increasing conversion and average order value.

Why It Matters:
Storefronts provide brands with a highly controlled, premium shopping environment within Amazon - improving visibility, storytelling cohesion, and overall customer engagement.

In short:
A Storefront is a curated, customisable brand shop on Amazon that showcases a brand’s full product lineup with enhanced visuals and storytelling, helping vendors and sellers drive brand awareness and higher conversion.