Setting up an Amazon store - building your store step by step

Setting up an Amazon store – building your store step by step

Having your own Amazon store, also known as an Amazon store, is a great way to promote or showcase your brand. If you sell your registered brand or want to build one, you can open an Amazon store. For this reason, Amazon stores are also known as brand stores or brand stores. The possibilities you can use are manifold. What is an Amazon Store? What are the advantages of an Amazon store? How can I set up my own Amazon store?

What awaits you today.

What is an Amazon Store?

Build your own Amazon store step by step

Please submit to the Amazon Brand Store and check it out

How do I know if my Amazon store is successful?


Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

What is an Amazon Store?

Your own Amazon Store offers the opportunity to showcase your products on Amazon. It is a store created directly on Amazon and is structured similarly to a small website. You can also create as many sub-pages as you wish and optimize your store. However, you have to use ready-made building blocks and add your text and images to them.

You can promote your store inside or outside Amazon through your website. For example, if the Google SEO page is optimized, your store will also appear in the Google search results. Of course, there is nothing wrong with focusing on product-related keywords when creating an online store.

Opening an Amazon store – requirements

The essential requirement for opening an Amazon store is your registered trademark. After the trademark application, you must report it through the Amazon Brand Registry and accept it. You are already ready to start creating your store on Amazon. If you sell multiple brands on Amazon, you can, of course, also make various Amazon stores.

You may have heard the term Amazon FBA (FBA fees) in this context before. This is an acronym for Amazon Logistics. All merchants who list and offer goods or services on Amazon can sell their products. Amazon sellers are free to send goods directly to their customers or leave them with Amazon shipping services.

Another requirement for working with Amazon’s online store is paying Amazon sales fees. You will first pay a fixed shipping fee for each item as a seller. The amount depends on the storage location, product type, and weight. Use Amazon’s shipping calculator to calculate your fee. You must also pay a storage fee. You pay for the space your products are stored in the logistics center. Logically, this depends on the amount of storage you have and the corresponding season.

Advantages of having your own Amazon store

Creating your own branded store is worthwhile. Therefore, if you consider opening your store and selling on Amazon, you should be aware of the following advantages.

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

Premium traffic sources

Your Amazon store is indexed by Google, which will also appear in Google search results. You can promote your online store on and off Amazon. This is how you can increase traffic to your products.

Individual content

With your own branded store, you can emphasize your content and the unique selling points of your brand. This ultimately ensures closer customer loyalty.

Better rankings

Increase your sales by editing and continuously improving your natural rankings.

Promote your brand

Your existing customers have the opportunity to learn about new products through your store on Amazon. New customers can get a structured overview of your offer.

Better product listings

Once a possible customer clicks on a brand for which a brand has not yet been created, other products from that brand are displayed. This also happens in cases where the customer does not have to use a filter beforehand to influence this. However, you do not control this setting. You can, however, build and optimize your product display accordingly. For example, you can create different categories for clothing. As a result, your customers don’t have to search your store to find what they want for a long time.

You can also influence what products are displayed. If Amazon categorizes one of your products as relevant, it can also be placed directly on the start page. Branded stores usually have the advantage of having other brands on this list.


What is often lost when opening an Amazon store is Amazon accounting because the only way to run a successful brand store is to keep careful books!

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

Build your Amazon store step by step

Therefore, there are many advantages to creating your store on Amazon. If you meet the basic requirements to become an Amazon seller, nothing can stop you from opening.

Step 1 – Open the Store Builder

First, of course, you need an Amazon seller account. You can then register your brand store on Amazon (Amazon Seller Account Login). Then click on “Reseller Store” and then “Manage Store.” You can get an overview of the brands you can create a store for. You can now go to the store builder under “Create/Edit Store.”

Step 2 – Store Settings

Before you start, you need to make some settings in the store. Therefore, if you do not want this to happen automatically, you must enter your brand display name. The display name will also be used for your store URL and breadcrumb navigation. Now you can upload a brand logo of at least 400 x 400 pixels. This is the only way to advertise your store very well on Amazon.

Of course, you can also enter tags for the images. The images will then be saved to your library. These tags will make it easier for you to find them later. Now decide where you want the logo to appear. So you can choose between setting the hero area on all pages and sub-pages or not at all. Now nothing can get in the way of the store’s design.

Necessary: If you are not 100% sure and want to continue with the subsequent steps, you can always make the following changes. Therefore, you can set up your Amazon store and refine it again.

Step 3: Create a homepage.

Now it’s time to create the starting page of your Amazon store. The page itself needs to be meta-described in advance. This will also be used later for all sub-pages. Then, you can select the template with the integrated elements. Then, you need to fill them with content.

Brand history and category checkboxes

Showcase/highlight for flagship products

Product grid to easily showcase your products

Select Amazon Store Layout

Select Amazon Store Layout

At this point, you can also select the “empty” template. You can then determine the elements and arrangement of the page yourself. It is not necessary to write an utterly own page. You can also design a completely blank page. After selecting a template, it will be displayed to you along with the logo and the Home tab. Your page will now either be empty or have the appropriate fields provided.

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

Step 4: Create the page structure.

Immediately design your starting page and build the structure by using sub-pages. Of course, consider in advance which and how many sub-pages you want and what purpose they should serve. Later, you can link your pages to each other. If you create more (sub)pages now, these pages will always be displayed at the second level. Then all pages are linked under the hero image. If desired, you can also create pages up to the third level.

On the left side of the store builder page, you will find your site’s navigation. Create a new page under “Add Page.” Even then, you must enter a page navigation title and meta description and select a template. The new page will be automatically created as a sub-page. If you want to make the third level, you must choose the corresponding second page.

Tips for building an Amazon Brand Store.

Adapt your Amazon store to your official website on Google. This is more uniform and clear for your customers later on.

Be inspired by the development of other brands.

Check out well-structured brand stores that sell similar products.

Create categories such as bestsellers, deals or new products.

Create a landing page for your product section if you want to advertise. This makes it easier for you to find potential customers later, as they come directly to the product they are looking for.

Amazon Store Page Management

Setting up a page in Amazon Store, source: Amazon Stores Builder

Step 5a – Using Template Design

Do you have your page structure set up? Then you can take care of the design. The hero image should be at least 3000 x 600 pixels. Ideally, this already contains the brand logo. However, you can also use a different image if you don’t want to use the same one you uploaded in the settings at the beginning. The important thing is that it represents the image of the brand.

You can now enter content and arrange the fields according to the template. Under the “Help” or “Preview” tab above the store builder, you can check your work or help Help at any time. You can also find store guides and specifications there and use them as a guide. The preview is also available to you as a mobile view, so you can also view your store on your smartphone or tablet.

Step 5b – Design a Blank Page

Of course, using a blank page as a template offers more freedom than using a populated template. While there are limitations here, if you want to build your own Amazon store, you won’t be as committed. You can now include articles, images, videos, grids, and galleries as needed. You can also have recommended products or offers if you wish. When breaking down the sections, you can choose from eight layouts. You can also mirror them or split them into tiles.

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

Step 6: Embed content.

Add products to the blocks and search for them by keyword or ASIN. You can change the arrangement as needed. Your products will be automatically linked to the product details page later.

The minimum size of the image depends on the block size. For large blocks, it must be at least 1500 x 1500 pixels. Select the image from the repository add a caption and a link. If you do not want a caption, no connection is needed.

The number of lines also depends on the size of the block. There is no limit to the number of characters. However, you can only use upper and lower case letters and bold letters. Unfortunately, it is not possible to adjust individual fonts or sizes. Links are also recommended here.

Various minimum sizes are also specified for videos. The total width is 1280 x 640 pixels, the large block is 640 x 640 pixels, and the wide block is 450 x 320 pixels. In general, a video may take up no more than 100 MB of storage space. Various file formats are provided (AVI, MOV, MPG, MPEG, M4A, M4A, M4V, M4P). Now add cover photos to videos.

Create product grids, also called product grids, automatically, by keyword, or manually.

You can equip galleries with titles and descriptions. If you have more than eight images, you must use the gallery.

Amazon’s best-selling or recommended products are automatically generated.

Product offers are also automatically displayed and updated.

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

Set up content in the Amazon store

Embed content in your Amazon store, source: Amazon Stores Builder

Submit to the Amazon Brand Store and check

Once you are happy with your branded store on Amazon and have filled out the content, you need to request approval. To do this, click “Send for publication” in the upper right corner of the Stores Builder status bar.

Setting up an Amazon Store with Amazon Stores Builder

Setting up an Amazon Store with Amazon Stores Builder, source: Amazon Stores Builder

Before sending, double-check the following.

Does my store content comply with Amazon’s policies? You can view the guidelines under Help.

Is there any spelling or grammatical errors in the text?

Are my links set up correctly?

What does the content look like on my mobile device? Use the preview function for this purpose.

Have my changes been saved as a draft? If not, they will not be sent for publication.

After you take control, you can hand over your store to Amazon. Please be patient for a few days before your store is approved for publication.

Setting up an Amazon store - building your store step by step
Setting up an Amazon store – building your store step by step

How do I know if my Amazon store is successful?

Once your Amazon store is open, you can see how successful your store is in your account under “Manage Stores.” To do this, click on “Show statistics.” You will find what you are looking for on the start page if you want to know how many people have visited your store or how much traffic your site has had (i.e., data traffic). Of course, you can also view your sales and sales volume. Your sales are displayed in a timeline and a table.

You can use these indicators to check if you generate enough traffic and make sales. If your store is not doing well, you can boost it with advertising. Most importantly, you can take specific marketing actions at the right time. For example, you can attract customers with a discount campaign in December before Christmas. Or offer discounts and lower prices during the summer sales.


You don’t have to be a professional to open an Amazon store. However, you should invest some time and work, especially regarding your content. It is then essential to monitor the development of your store and take appropriate measures. Targeted advertising can help you increase sales. As you can see, you don’t have to raise any money or invest a lot of effort to open a store on Amazon. However, make sure you have good Amazon SEO and make sure your store stays up to date.

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