Amazon Storefront

What is Storefront?

Exclusive to Brand Registered sellers & vendors, Storefront is a small Amazon hosted website that allows you to showcase your brand and products. Using Amazon’s pre-made and flexible widgets, you can add images, text, links, products, and video to your store page. Use one page or multiple pages to arrange your storefront and appeal to the customer.

Storefront also is a great way to create beautiful and custom landing pages for your headline search ads. Utilize the additional text fields to add more marketing to your landing page, or highlight one of your product lines.

A few extra bonuses are that Amazon has removed all other ads from the storefront pages. Now customers can view your products without seeing ads or links to competitors. Amazon does retain their banner, search bar, and footer.

What about my brand page?

Amazon phased out brand pages at the end of 2017. They were no longer available starting October 31, and any sellers or vendors with an existing brand page will see them disappear December 31.

While the storefront does allow for text, you will notice the fields are much smaller than your brand page. You can still tell your brand story and provide important information about warranties, refunds, and returns.

What about my seller profile?

While the storefront does allow for text, you will notice the fields are much smaller than your brand page. You can still tell your brand story and provide important information about warranties, refunds, and returns.

Storefront Features

Amazon allows a lot of flexibility when building a storefront. You can use one or multiple pages. If choosing multiple pages, you have 3 levels to spread them across, each level allowing for multiple pages as well. This feature allows you to build out a simple navigation bar, similar to many basic websites.

Each page consists of 10 tile types in 4 different sizes.  To help you out Amazon has built a variety of widgets that accommodate all possible arrangements of tile sizes. You are able to choose which tile fits into each slot of a widget. If you do not feel like building a storefront from scratch, Amazon has also pregenerated some templates that you can use as-is or build from.

3 Levels

Your first page is going to be your landing page, but from there you have many ways you can arrange additional pages. The first level of pages will create a menu bar across the top of your storefront, visible on every page. Each menu option can be a page link, or a drop-down menu.

Your drop-down menu constitutes level 2. Much like before, each item in the drop-down can be a page link or another drop-down menu. This secondary drop-down menu constitutes level 3. All items in the secondary drop-down menu are now page links. This is all easily organized by dragging and dropping your pages to nest under each other in the store builder.

Tiles

Amazon lets you create your Storefront via a variety of tiles, each with their own unique content type & requirements:

  • Text
  • Images (solo or gallery)
  • Video
  • Product
  • Rotobanners (recommended & best selling options)

There 4 different tile sizes, based on a simple ratio. Your storefront is considered 4 units wide, and most widgets are 2 units tall (some exceptions include the full width tiles for Product Grid which can be 1 unit tall, and the Roto-Banners which are only 1 unit tall).

There are 4 different tile sizes, based on a simple ratio. Your storefront is considered 4 units wide, and most widgets are 2 units tall (some exceptions include the full width tiles for Product Grid which can be 1 unit tall, and the Roto-Banners which are only 1 unit tall).

Widgets

When adding tiles to your page, you are given the options of choosing full size tiles or a split section. The split section tiles are preset in one of the following eight arrangements, and all can be flipped horizontally to better accommodate your needs and essentially doubling your choices.

Storefront Restrictions

  • Storefronts cannot advertise prohibited products:
    • Adult
    • Alcohol & tobacco
    • food & supplements (contains Salvia Divinorum/Salvanorin A, described as fat burner)
    • infant formula (EU & IN only)
    • promoting hate & intolerance
    • illegal, questionable, and/or potentially dangerous activities (illicit drugs & drug, intellectual property infringement, fireworks, hacking/scrambling, evading law enforcement, privacy invasion, counterfeit/forgery)
  • Children’s products must not show unsafe use (e.g. children should be shown supervised)
  • Non-prescription products cannot claim to be as effective as prescription products
  • Weightloss products should not claim customers can lose weight using the product alone or without diet/exercise program, that results will be effective for everyone, or that results are permanent
  • Amazon UI elements are not allowed
  • Subscribe & Save, Add-ons, and other Amazon program benefits must be clearly disclosed
  • Third party customer reviews are not allowed
    • You can shorten Amazon reviews using ellipses to cut out sections

How do I use Storefront for my HSAs?

Headline Search Ads (HSAs) are a great feature that is now available to both vendors and brand registered sellers. You get a banner ad with custom text and imagery, and you can direct your HSA to a custom Amazon URL. Previously these looked just like Amazon search results, but only showed your advertised products. Now you can enter the URL for one of your storefront pages! Include additional marketing information, enhanced imagery, and remove competitor ads from your HSA landing page.

Caiti Inc

Caiti Inc is the Analytics Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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