How to make an Amazon Storefront in 2026 (Brand Store and Influencer Guide)

How to make an Amazon storefront is really two questions sharing one search box. If you sell your own products, you want an Amazon Brand Store, a free multi-page shop that lives on Amazon and carries only your brand. If you make content and want to earn commissions on products you recommend, you want an Amazon Influencer storefront through the Amazon Influencer Program. Both are free to set up. They use different accounts, different approvals, and different skills, so the first decision is working out which one you actually need.

Most of this guide covers the Brand Store, since that is what sellers mean the vast majority of the time. Creators will find their own path in the influencer section further down.

Brand Store vs Influencer Storefront: Which One Do You Mean?

These two get lumped together because they share a word, but they are built by different people for different reasons. Sort this out first, because everything after it depends on the answer.

A Brand Store is your own shop inside Amazon. You build it in Seller Central, it shows only your brand, and its job is to turn browsers into buyers and give your Sponsored Brands ads a proper place to land. An Influencer storefront is a creator page. You do not own the products on it. You group other brands’ items into idea lists and videos, and you earn a commission when someone buys through your links.

If you own the brand and the trademark, you are building a Brand Store, and the next several sections are for you. If you are a creator with an audience, skip ahead to How to Make an Amazon Storefront as an Influencer.

Who Can Make an Amazon Brand Store (the Requirements)

Amazon gates the Brand Store behind four things. Miss any one of them and the Store builder will not open for you.

You do not need an LLC to open a store. A sole proprietor with a valid trademark and a Professional plan qualifies. The trademark is the part that trips people up, because a registered mark can take months to come through. Amazon does accept brands with a pending trademark through its IP Accelerator program, so you can often start sooner than you think, but you cannot skip it.

How to Access the Store Builder

Once you are enrolled in Brand Registry with a Professional plan, log in to Seller Central, open the Stores menu at the top, and select Manage Stores. Choose your brand from the list and the builder opens. Some accounts reach the same builder through the Amazon Ads console instead, so if you do not see the Stores menu, check there. Amazon moves these labels around from time to time, so the exact path is worth confirming when you log in.

How to Build Your Amazon Brand Store, Step by Step

The mechanical build is not the hard part. You can put a basic store together in an afternoon. Here is the sequence.

Step 1: Add your brand name and logo

Enter your brand display name and upload your logo (400 x 400 pixels minimum, high resolution). Write a store meta description while you are here. It is short, but it is what shows up in search results and it helps your store get found, so treat it like the title tag it effectively is.

Step 2: Choose a template

Amazon gives you a few starting templates plus a blank canvas. The template is just a starting frame. You can change almost everything after.

Step 3: Build your homepage and pages

A store is a set of pages: a homepage, then category or theme pages beneath it (best sellers, a specific product family, a seasonal collection, an about page). The homepage carries the most weight. Keep your top navigation tight; Amazon recommends no more than a handful of pages so shoppers do not get lost.

How you split those pages depends on how shoppers actually think about your range. If your products divide cleanly by type, category pages work (skincare, body care, hair). If people buy by problem or occasion instead, theme pages convert better (a gifting page, a travel-size page, a routine builder). Do not build a page for every SKU. Group products the way a customer would ask for them, and let the homepage point to the two or three pages that matter most.

Step 4: Add products, tiles, and media

Pages are built from modules, also called tiles. You have product tiles and product grids, text, images, video, background video, and shoppable images that let a shopper buy directly from a lifestyle photo (up to six products tagged per image). Link each tile to the right product or page. This is where a store either guides the shopper toward a purchase or turns into a scrapbook of unconnected images.

Step 5: Preview on desktop and mobile

Most of your Amazon traffic is on a phone, so preview mobile first. Check that your hero text is readable at phone size, that banners are not cut off, and that the most important content sits near the top. A layout that looks great on a laptop and falls apart on mobile is losing you the majority of your visitors.

Step 6: Submit for review

When the store is ready, submit it. Amazon moderates it before it goes live. The company says review usually takes under 24 hours, though in practice some sellers wait anywhere from two days to two weeks, especially near big shopping events. Submit early if you are timing a launch.

Asset specifications to have ready

Having your assets at the right size before you start saves a round of moderation rejections. These are the specs that matter most. Amazon updates its creative requirements periodically, so confirm the current numbers in its creative guidelines before you finalize artwork.

What Separates a Store That Converts From One That Just Exists

Here is the part almost every guide skips. Assembling a store is easy. Building one that earns the sale is a design discipline, and it is where most self-built stores quietly fail. A store is not a brochure. It is a landing page with a job: take the traffic you paid to send it and turn it into add-to-carts.

We look at four things when we judge whether a store will convert.

The hero has to do one job. The first thing on the page should make the shopper understand the brand and want to keep going. One clear message, one strong image, one obvious reason this brand is worth their attention. When the hero tries to say five things, it says nothing, and the shopper scrolls past or leaves.

The layout has to work above the fold, on mobile. Shoppers decide in the first screen. If your best product and your core promise are buried below three banners, most people never see them. On a phone, the order your modules stack in is the order of importance, so put the money content first.

Every tile has to lead somewhere. A store works when the tiles form a path: hero to best sellers to a specific product family to the product page. When tiles are just decorative images with no clear next step, the shopper has nowhere to go and the store stops selling. Shoppable images matter here because they collapse the distance between looking and buying.

The creative has to match the rest of your brand. Your store, your A+ Content, your listing images, and your packaging should look like they came from the same company. When the store looks more polished than the product pages it links to, or less, the mismatch reads as amateur and it costs trust at the exact moment the shopper is deciding.

Here is what that looks like in practice. Two brands run the same Sponsored Brands campaign to the same audience. The first sends clicks to a homepage that opens with six category tiles and a stock banner. The shopper lands, sees a menu, and has to work out where to go, so a chunk of them leave before they reach a product. The second sends clicks to a homepage that opens with one hero: the flagship product, a one-line reason to care, and a shoppable image right below it. The shopper sees something to buy in the first screen. Same ad spend, same traffic, very different return, and the only variable is how the store is built. That is why we treat the store as a conversion asset, not a decoration.

This is the work Desverto does every day. We design Amazon Brand Stores, A+ Content, and listing images that convert, built as one connected system rather than four disconnected assets. The point is not decoration. It is making sure the traffic you pay for actually turns into sales.

Why Stores Get Rejected (and How to Pass the First Time)

Amazon moderates every store before it publishes, and a rejection can cost you days you did not plan for. A soft rejection flags an issue but lets you push the store through with a fix. A hard rejection stops you until you resolve it. Most rejections come from a short list of avoidable mistakes.

Before you submit, walk the store one more time on both desktop and mobile. Every tile links somewhere real, every image is sharp, no price or claim is sitting inside an image, and nothing is half-finished. Ten minutes of checking saves a two-day rejection loop.

How to Measure Your Store’s Performance

Once the store is live, Amazon gives you Store Insights: visits, visitors, page views, views per visitor, sales and orders attributed to the store, plus engagement signals like dwell time and bounce rate. Read these as a design report card. High visits with a high bounce rate and low dwell time usually means the store is not holding attention, which is a hero and layout problem, not a traffic problem.

In 2026, Amazon added section-level insights (currently in beta for eligible brands) that break performance down by individual section, with metrics like renders, viewable impressions, clicks, and click-through rate, alongside a store quality rating. That granularity is genuinely useful, because it tells you which sections earn clicks and which ones just take up space, so you can rebuild the weak ones instead of guessing.

Use the numbers to make decisions, not just to watch. If a section gets plenty of views but few clicks, the creative or the offer in it is weak, so rework it or move it down. If the homepage has a high bounce rate, the problem is almost always the first screen, so test a cleaner hero. Check the store monthly rather than daily, since store traffic is smaller than listing traffic and daily swings are mostly noise. One good change a month, driven by what the data actually shows, compounds faster than constant tinkering.

How to Drive Traffic to Your Store

A finished store does nothing on its own. Amazon does not send meaningful organic traffic to stores, so you have to bring it. Sponsored Brands ads are the main built-in channel, and they actually require a store to run, so the two go together. Outside Amazon, your social profiles, email list, influencer partnerships, and packaging inserts can all point to your store URL.

If ads are the gap, that is account and PPC work rather than design work. Selouse handles Amazon PPC and account management and can get a finished store the traffic it needs to prove itself.

Should You Build It Yourself or Hire a Designer?

There is no single right answer here. Plenty of sellers build a solid store themselves. The question is whether you’d rather spend your time on design or on the rest of your business and whether your current skills match what the store needs.

The honest test is to look at your live store next to two or three competitors you respect. If yours looks clearly weaker, that gap is costing you sales on traffic you already pay for, and hiring someone usually pays for itself faster than sellers expect. If it holds up, keep going on your own and put your money elsewhere.

How to Make an Amazon Storefront as an Influencer

If you are a creator rather than a brand owner, this is your path. It has nothing to do with Brand Registry or trademarks. You are joining the Amazon Influencer Program to recommend products and earn commissions, not to sell your own.

Apply through the Amazon Influencer Program and connect an active social account: Instagram, YouTube, TikTok, or Facebook. There is no hard follower minimum, and Amazon weighs engagement more than raw follower count, but around a thousand engaged followers is a reasonable bar to apply with. Once you are approved, you set up a profile with a photo, a short bio, and a custom URL (amazon.com/shop/yourname).

From there, you build idea lists (themed collections like a kitchen-gadget roundup or seasonal picks), post shoppable photos, and record review videos, which can run from a few seconds to an hour, tagged to specific products. You earn a commission on qualifying purchases made through your storefront. Rates vary by category, so check Amazon’s current rate card rather than assuming a flat number. The work here is content and audience, not design and trademarks, which is exactly why it is a different job from a Brand Store.

Your Next Step

If your store does not exist yet, start with eligibility: confirm your Professional plan and get your trademark and Brand Registry moving, because that is the long pole. If your store is already live, put it next to your best competitors and be honest about the gap. When the design is what is holding it back, Desverto’s Amazon storefront design team builds Brand Stores that turn your ad traffic into sales. Get a free storefront design review to see where yours stands.