Utilizing Amazon Storefront Insights

What is an Amazon Storefront? As a brand selling on Amazon, your storefront allows you to take more control over your customer experience. Through your storefront, you are able to relay your story, mission, and products to your customers in a branded format. Amazon Storefront Insights allows you to measure the performance of your store, as […]
Written By Tristan Williams
Published on April 15, 2022   |10 minute read

What is an Amazon Storefront?

As a brand selling on Amazon, your storefront allows you to take more control over your customer experience. Through your storefront, you are able to relay your story, mission, and products to your customers in a branded format. Amazon Storefront Insights allows you to measure the performance of your store, as well as better understand your customer’s experience with your brand on Amazon.

Amazon describes stores as “a multi-page, immersive experience that introduces customers to your brand story and entire product catalog through customized rich media—text, image, and video.” Your storefront is free Amazon real estate, where you can showcase new products and bestsellers, and even provide personalized recommendations for shoppers.

With Amazon Stores, you also get your own Amazon.com web address to use in marketing campaigns (amazon.com/yourbrand). 

Who can have an Amazon Storefront?

Stores are available for sellers enrolled in Amazon Brand Registry, vendors, and agencies. You do not need to advertise on Amazon to create a Store.

Amazon Brand Registry helps protect your intellectual property and your brand’s name on Amazon. Becoming brand registered gives you access to all of the free tools, reports, and benefits that come with selling your brand in the Amazon store.

To enroll your business in Amazon Brand Registry, you’ll need:

  • An active registered trademark in the country where you want to enroll, or a pending trademark application filed through Amazon IP Accelerator.
  • Your brand name or logo is displayed prominently on your products and packaging.

How to Sign up for Amazon Brand Registry

If you meet the criteria, here’s how to sign up for Amazon Brand Registry:

  • Go to brandservices.amazon.com/eligibility and click “Enroll Now.”
  • Choose the marketplace in which you want to enroll your brand.
  • Follow the prompt to log in to Seller Central.
  • Complete the brief form by providing information about your business as it appears on legal documents or trademark applications.
  • After you submit the form, you’ll be directed to the Brand Registry page connected to your seller account. Select Manage >> Enroll a brand
  • Follow the steps to submit your enrollment for review.

Building Your Amazon Store

Once you are enrolled in Amazon Brand Registry, you can get started building your store. 

Amazon makes building your storefront simple. Design your store using predesigned templates and drag-and-drop tiles. No coding is necessary!

Amazon’s self-service Store Builder is available in Seller Central through the advertising console. The page is automatically set up for desktop, mobile, and tablet browsers.

Steps for Creating Your Storefront

  1. Create a seller account and enroll your brand in Amazon Brand Registry.
  2. Log in to Seller Central, in the navigation menu, select Stores >> Manage Stores
  3. Click the “Create Store” button.
  4. Choose a template for your Store. Each one includes adjustable tiles for images, text, video, and other content. The template options include:
  • Product Grid – A simple way to display your brand selection.
  • Marquee – Include a curated product display with additional space for imagery, product descriptions, and customer quotes.
  • Showcase – A flexible option for brands with a broad selection of products, featuring plenty of space for product information and rich visual content.
  1. Open Store Builder to build an online store for your brand within the Amazon store.
  2. Click on Page Manager and select “Add a page” to add a page to your online store. Enter the page name and description, and choose a page template.
  3. Use the Tile Manager to add and arrange content to the page. Combine product images, text, and video to create an engaging experience.
  4. Handpick products to feature in your store, or use dynamic widgets to automatically populate different product displays, such as best-selling products or recommendations based on visitor behavior. Dynamic widgets use Amazon data such as keyword search, best-selling products, and/or recommendation history to help you optimize and update the products that appear on your store.
  5. Use the Preview Window to see how your store will appear for desktop and mobile browsers. Click on an individual tile within the page to edit.
  6. Repeat steps #6-8 to create multiple pages in your store as needed to showcase different features, product categories, top sellers, etc. Each page can navigate to a different page within your store, up to three levels deep.

Once you’ve finished building your store, click “Submit for publishing.” It will typically be reviewed within 24 hours. You can check the Status Bar to monitor progress. Make sure you are following Amazon’s Creative Guidelines.

Creating a Creative Brief for Your Storefront

Some brands will opt to use a graphic designer to help create a beautiful, branded storefront. To avoid rejection, make sure your graphic designer is following Amazon’s Creative Guidelines. We recommend giving a detailed creative brief to your graphic designer with instructions for each module. 

At Envision Horizons, client account managers assist with constructing a strong creative brief, and our in-house graphic designer creates a beautiful storefront design optimized for Amazon’s platform. 

What are the benefits of an Amazon Storefront?

Having an Amazon Storefront is completely free for brand registered sellers, and brings various benefits…

  • Gives the ability to showcase your entire catalog of products
  • Provides a more similar customer experience to your DTC site, creating a sense of familiarity and trust for customer
  • Provides a space for customers to engage with the brand
  • Gives the opportunity to highlight specific products or group families of products into relevant sections/tabs.
  • Allows you to integrate with sponsored brand advertising 
  • Improves return on ad spend: By linking your Sponsored Brands campaigns to your store has a 17% better return on your ad spend.
  • Inspires customers to visit your brand’s store on Amazon again
  • Use Amazon Storefront Insights to better understand the customer experience on Amazon

Amazon Storefront Insights

After you’ve built out your storefront, it’s important to measure your success. Metrics like sales, visits, page views and traffic sources help you better understand how to best serve your shoppers.

Once your store is live, go to Seller Central, Stores, and select Manage Stores. You will see Your Brands with an option to edit store or see insights, click Insights. Here, the insights dashboard allows you to see how your online store is performing… Track page views, visitors, traffic sources, and sales so you can update your store to optimize the customer experience.

Additionally, if you promote your Store through external marketing activities, you can add a tag to the URL to analyze traffic sources to your Store.

Amazon Storefront Insights Access Seller Central
Seller Central
Amazon Storefront Insights - See Insights
Amazon Ad Console

Storefront Metrics to Track

  • Traffic
  • Visitors
  • Views
  • Sales 
    • Per date, Per page, and Per source
  • Page performance

Tips for Enhancing your Storefront

After you have successfully designed your Amazon storefront and have your own Amazon.com web address, it’s time to drive traffic to your Amazon store! You can drive traffic to your storefront and product listings using Sponsored Brands, Sponsored Products, and other Amazon Advertising strategies. Linking your Sponsored Brands campaigns to your store has a 17% better return on your ad spend. 

Use your unique Amazon URL for marketing campaigns on and off Amazon. You can drive external traffic to your Store from your own sites and social media, or sponsored advertising off Amazon. 

Storefront Pages and Tabs

Adding additional pages to your storefront is a great way to enhance the customer shopping experience. These pages can also help you cross-sell and up-sell. For example, a skincare brand with a wide range of products might consider dividing up their families of products into tabs titled “dry skin”, “combination skin”, “oily skin”, and “sensitive skin” to help customers find the products that are best for them. 

You could also consider adding pages such as a bestsellers page, an FAQ page, or an about the brand page. We find that having your bestseller page as one of your first tabs is a best practice for storefronts. FAQ pages are a perfect place to address common questions that can alleviate customer concerns or hesitations. Your about page can serve as an opportunity to inform consumers about your mission, important callouts like “vegan” and “eco-friendly”, or charities and initiatives you are involved with. 

According to Amazon, stores with 3+ pages have 83% higher shopper dwell time and 32% higher attributed sales per visitor.

Storefront Updates

Another best practice is to stay continuously updating your storefront. Consider making updates before specific holidays such as seasonal accents or new tabs such as “Holiday Gift Guide”, “Mother’s Day Gifts”, or “Summer Favorites”. 

Why update your store? According to Amazon, on average, Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor.

Other Ways to Enhance Your Storefront

In addition, other ways to enhance your storefront include using shoppable images, incorporating virtual bundles, showing videos demonstrations, and anything else that will elevate the customer experience.

Finally, don’t forget to utilize your Amazon Storefront Insights to understand what your customers are getting out of your storefront. Track important metrics such as sales and time on page to evaluate the performance of your storefront and compare metrics before and after making updates.

More on Storefront Insights

For more content on Amazon Storefront, check out the video below! In episode 3 of Selling Smarter on Amazon, we’re discussing storefront insights. Envision Horizons’ Account Manager, Danielle Scheffler, talks about the best strategies for building your storefront and what metrics to track in seller central and myHorizons for important insights.

Blog Sources:



1 Amazon Internal, May 2020

2 Amazon Internal, WW, May 2020

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