7 MIN. READ

Build an online store featuring your brand

How to create custom storefronts and product detail pages on Amazon

Why build an online store?

Amazon is a popular store—which makes it a great opportunity for online sellers. In fact, independent third-party sellers sold more than a billion items during the 2019 holiday season alone, using Amazon to reach hundreds of millions of customers, build their brands, and grow their business.

Still, it can be a little daunting to start an online business.

One of the best ways to stand out and look good on Amazon is to sell your own brand of products. Not only can that give you the opportunity to sell your unique product, but we’ve also built a lot of free tools that allow you to build an online store for your brand, as well as help protect your brand name, showcase your wares, and connect with customers.

In fact, sellers that run their own brand can build an online store that looks entirely different from the typical Amazon layout. See an example brand store below.
Example of an Amazon storefront using Amazon Stores
To showcase your ecommerce business and sell your brand on Amazon without diminishing your style, you’ll need to:
Let’s take a closer look at each of these tasks.

Register your brand

Man looking at fashion clothing designs on a computer
Amazon Brand Registry helps protect your intellectual property and guard your brand’s good name on Amazon.

Adding your company to Brand Registry is also how you get access to all of the free tools, reports, and benefits that come with selling your brand in the Amazon store.

To enrol your business in Amazon Brand Registry, you’ll need:
  • An Amazon seller account (sign up now).
  • An active registered trademark in the country where you want to enrol.
  • Your brand name or logo displayed prominently on your products and packaging.

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

  1. Go to brandservices.amazon.com.au/eligibility and click “Enrol now.”
  2. Choose the country-specific marketplace in which you want to enrol your brand.
  3. Follow the prompt to log in to Seller Central.
  4. Complete the brief form by providing information about your business as it appears on legal documents or trademark applications.
  5. After you submit the form, you’ll be directed to the Brand Registry page connected to your seller account. Select Manage >> Enrol a brand
  6. Follow the steps to submit your enrolment for review.
The information you provide during enrolment will depend on the country-specific marketplace where you want to enrol. In Australia for example, Amazon Brand Registry requests:
  • Trademark registration number with IP Australia.
  • Your “brand marks,” which could be words/text or an images/designs (such as a logo).
  • Product categories in which your brand products should be listed (such as apparel, sporting goods, electronics, for example).
  • Countries where your brand’s products are manufactured and distributed.

Customise product detail pages with A+ Content

Computer screen showing products in an amazon.com detail page with A+ content
Once your brand is approved for Amazon Brand Registry, it’s time for the fun stuff. Brand Registry unlocks free tools that help you manage your brand products behind the scenes and manage your brand story as it appears for customers shopping the Amazon store.

With A+ Content and Stores, you can build a beautiful brand experience on Amazon. A+ Content enhances your product listings, and Stores allows you to create a multi-page shopping experience within the Amazon store.
When you add a product to the Amazon store, customers will see the offer on a product detail page. The standard version looks something like this:
Amazon.com product detail page
With A+ Content, you can enhance the product detail page by adding your own brand flourish to create something like this:
Amazon.com product detail page with A+ content

Add A+ Content to your brand products on Amazon by following these steps:

  1. Log in to Seller Central.
  2. In the navigation menu, select Advertising >> A+ Content Manager. Then click 'Start creating A+ content'.
  3. Enter the SKU of the product to which you want to add content. If you add content at the parent level, the template will publish to every child as well.
  4. Select from the available modules or select from one of the pre-defined templates
  5. Follow the prompts at the top of the page: Add images that maximize the allotted space, add text to the designated text boxes to describe the details or features of your product.
  6. Preview the page to make sure all the images are loaded properly and it looks like your other branded pages to provide customers a consistent experience with your brand.
  7. Submit to Amazon. Review can take 7 business days (longer during peak periods), and content status will update on your dashboard Approved content can take 24 hours to appear.
  8. If your content submission is not approved, select “edit” in your dashboard to modify the page and then resubmit. To avoid having to edit and resubmit your content make sure your content:
    • Has clear images that are visible on desktop and mobile devices
    • Is free of spelling or grammar errors.
    • Does not contain specific pricing or promotion details.
    • Does not reference warranties, guarantees, customer service, websites, or contact information
    • Complies with A+ guidelines

Tips for how to use A+ Content features:

  • Text: Provide detailed explanations with specific words and numbers to help customers become experts on your product.
  • Tables: Use comparison tables to highlight features across your product line.
  • Banners: Use banner images to show your products in use. Add your brand logo and content to all of your products to create a consistent brand experience.
  • Images: Use professional-quality, high-resolution images that highlight product features or show your product in use. If you add brand text to your images, make sure it’s large enough to be readable on mobile devices.
  • Fields: Use text fields—rather than embedding text in images—to improve your visibility in search results (SEO).
  • Mix and match: A+ Content modules offer 100+ combinations of image and text fields. Explore them all to find the right mix for your brand.
  • Mine reviews: Use information from customer reviews, returns, and communication to figure out what topics to cover. Address purchasing barriers. Think about why customers wouldn’t buy your product and discuss those concerns in advance.
  • Tell a story: Describe your brand’s mission, story, and unique production process. Provide detailed feature information with specific data. Use a helpful, informative voice.

Build a store for your brand within the Amazon store

A man looking at a computer screen showing an online store on amazon.com for the fashion brand New Republic
Amazon is an online store, and brands that sell products in the Amazon store can build their own online store within the store using a free tool we call...um, Stores.

Once you create a seller account and enrol in Amazon Brand Registry, you can build a store that provides customers with a multi-page, immersive experience that introduces customers to your brand story and entire product catalog through customised rich media—text, image, and video.

You also get your own Amazon.com.au web address to use in marketing campaigns (amazon.com.au/yourbrand). You can showcase new products and best sellers, and even provide personalised recommendations for shoppers who visit.

Behind the scenes, Stores also provides you with performance metrics about visits, traffic sources, and sales so you can optimize the experience.

Using Store Builder in Seller Central, you can create an ecommerce storefront on Amazon—no coding or design expertise required. The page is automatically setup for desktop, mobile, and tablet browsers.

Build your own brand experience using Amazon Stores by following these steps:

  1. Create a seller account and enrol your brand in Amazon Brand Registry.
  2. Log in to Seller Central.
  3. In the navigation menu, select Stores >> Manage Stores
  4. Click the “Create Store” button.
  5. 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.
  6. Open Store Builder to build an online store for your brand within the Amazon store.
  7. 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.
  8. Use the Tile Manager to add and arrange content to the page. Combine product images, text, and video to create an engaging experience.
  9. 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 optimise and update the products that appear on your store.
  10. 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.
  11. Repeat steps #5–7 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.
  12. Once you’ve finished building your store, click “Submit for publishing.” Publishing your online store involves a moderation process that can take several days. Keep an eye on the Status Bar to monitor progress. To avoid rejection during moderation, please review the Creative Guidelines.
  13. After your store is live, go to Store Builder >> Insights to see how your online store is performing. Track page views, visitors, traffic sources, and sales to update and optimise your store.

You’ve built your online store on Amazon. Now what?

Man leading a business meeting about building an online store
You’re enroled in Amazon Brand Registry. Your ecommerce business has an Amazon storefront and your own Amazon.com.au web address. Your product detail pages feature rich information added with A+ Content.

What next?

Once you build an online store within the Amazon store, take advantage of the many other ecommerce marketing and online seller tools we’ve created to help brands reach more customers.

Drive traffic to your Amazon store and product listings using Sponsored Brands, Sponsored Products, and other Amazon Advertising strategies. Use your unique Amazon URL in marketing campaigns on and off Amazon.

Learn about the tools available exclusively for brand owners on Amazon and see how other online sellers have built successful brands on Amazon as part of their direct-to-consumer ecommerce business strategy.