Amazon Storefront is a free, branded shopping destination within Amazon that Brand Registry sellers can build using a no-code drag-and-drop editor. It lives at amazon.com/stores/[BrandName] and lets brands present their full product line in a visually consistent, curated environment — separate from standard search results pages.
What Storefronts Include
- Homepage with hero images, featured products, and brand story modules
- Sub-pages organized by category, collection, or use case (up to 3 levels deep)
- Product tiles with live pricing and Add to Cart functionality
- Video and image content blocks
- Shoppable image hotspots — click a product in a lifestyle photo to add it to cart
- Custom navigation menus
Why Build a Storefront
Branded traffic destination: Every Sponsored Brands campaign can route clicks to the storefront instead of a product page. This sends traffic to a brand experience rather than a single ASIN, lifting cross-sell and increasing AOV.
DSP and external traffic: When running Amazon DSP or driving external traffic from email, social media, or influencer campaigns, the storefront is the highest-converting destination because it shows the full catalog in a brand-consistent layout.
No competitor ads: Unlike product detail pages, storefronts do not show competitor Sponsored Products ads. Traffic you send there stays on your brand.
Analytics: Seller Central provides storefront-specific traffic and sales attribution data, including which sub-pages and products drive the most revenue.
Storefront vs. Product Page
| Storefront | Product Detail Page | |
|---|---|---|
| Traffic source | Sponsored Brands, DSP, external | Search results, PPC |
| Competitor ads shown | No | Yes |
| ASINs visible | All you choose | One (+ Frequently Bought Together) |
| Customization | High | Limited to listing content |
| Conversion goal | Browse → multi-product purchase | Single product add to cart |
Building a High-Converting Storefront
Lead with your best-selling or hero product on the homepage. Organize sub-pages by how buyers shop (by occasion, by room, by problem) rather than by internal category codes. Use lifestyle imagery over white-background product shots — shoppers exploring a brand want inspiration, not a catalog. Update storefronts seasonally to reflect current promotions and Q4 gifting themes.