Creating Your Amazon Storefront

We’ve previously discussed what Storefront is & why you want it. But how do you make one? While the platform is a fairly user-friendly plug & play system, it helps to know the ins and outs of each available feature and how to optimize your page(s) for the best consumer experience.

Storefront Features & Assets

Once you’ve determined if you are doing a single or multi-page layout, it’s time to start setting up your tiles & widgets. Each serves it’s own purpose & helps you to create a custom and enjoyable shopping experience.

Hero Image (Header)

The hero image will display across every page of your storefront and doubles as a home button. If utilizing your brand logo, 18% of the left side will be covered.


Text tiles contain free form text, and can link to a product detail page or another storefront page.


Image tiles can be plain images or links to other storefront pages or product detail pages. These images can contain text, but must meet minimum sizes based on placement.

Image Tiles also have the option to include text that you add using the storefront tools (instead of text that you may have added to the image directly). You will still choose the image tile, but when uploading your image you will have the option to add a heading and/or description.


Upload product demonstrations, brand stories, and more! Videos will play full screen on mobile and inline on desktop (with an option to expand to full screen). You will need to upload a cover image as well. As with other tiles, your video can link to another storefront page or product detail page.


Product tiles highlight a single product and will display pricing/Prime status. By default these tiles link to the product detail page. Like with Image Tiles, you can add heading and description text for certain sizes.

Product Grid

This tile is unique in that it is essentially a widget and exists to allow you to list multiple products in 1 grid. By default, the grid will insert 2 rows of 4 products, that you can select manually or by keyword. You can select anywhere from 4 to 100 products to include in your grid, and they will display as image, name, price, and star ranking. Each product links directly to its detail page. Desktop users will see 4 products per row, but mobile users will see 2 per row.


The gallery allows you to display up to 8 images in a roto-banner. You can upload any images of your choosing, as long as they meet the image tile requirements above. Unlike the images above, you only get 1 heading and description that will display with every image.

Recommended/Best Sellers Roto-Banners

Display your products in a roto-banner. Each banner displays 5 products at a time and does not require any additional settings. However, the roto-banner will not display if you do not have any best sellers or recommended products (based on which option you choose).

Storefront Best Practices

Storefront offers a unique experience for your customers. You can highlight your brand story, certifications, ingredients, return policy, and more. You should also make sure to include your products somewhere, as the storefront is what customers see if they click on your brand name. At the very least, use a roto-banner, but it is good practice to include links to as many products as possible.

To avoid a cluttered looking store, you can focus on your best sellers. We would recommend taking advantage of the 3 level, multi-page format to highlight your individual lines and list all products.

Storefront Restrictions

While Amazon gives you quite a bit of freedom, you do need to adhere to their rules & regulations. First & foremost you cannot direct off-Amazon nor refer to off-Amazon content. Additionally, you have to adhere to Amazon’s Terms of Service and Community Guidelines.

Image/Video Requirements

  • Hi-res & high-quality images
  • Text must meet copy requirements
  • No children in dangerous or adult situations
  • Cannot depict violence, gore, abuse, sexual content
  • Entertainment trailers must have content rating displayed prior to beginning

Copy Requirements

  • Proper capitalization only
  • Proper spelling & grammar (no ASCII)
  • Language of your storefront should match the language of the main Amazon site
  • No claims or competitive statements (superlatives, unsupported/exaggerated claims)
  • No contact information
  • No dynamic Amazon content (customer ratings, sales rankings, price, or savings)

Storefront Submission Process

Storefront is only available to brand registered sellers & vendors, so make sure you have enrolled into brand registry. If you are a brand registered seller who has not enrolled into the new program on or after April 30, 2017, make sure to re-enroll your brand so that you can benefit from all of the new brand registry features and protect your listings.

Once your brand is registered, you will have access to the storefront feature. Sellers will see a new option in the top menu bar for Storefront. Vendors and AMS users will see the option in the top menu bar of their AMS dashboard.

The creation and submission process is very easy to follow. Select Storefront from your Seller Central menu bar or Stores from your AMS menu bar. You need to upload a brand logo (min 400×400) before you can continue, however this can be toggled off if desired. The first page you create will be your landing page, so keep that in mind if using a multi-page approach. The system does require you to provide content for each section of a widget. There is a 72-hour review process after which your storefront will be published or rejected. If rejected you are told the errors and able to resubmit after correcting them.

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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