Amazon is the default place to shop online, and one feature that makes it stand out is its storefronts. These are personalized, branded shops inside Amazon that make it easier to discover curated products, niche brands, and exclusive offers. This guide explains what an Amazon storefront is, how to find one in the Amazon app, and how to use tools like SmartScout to analyze them.
An Amazon storefront (or Amazon brand store) is a personalized virtual shop that allows registered brands and third-party sellers to:
A storefront acts as a brand's own store on Amazon, providing a branded shopping experience for customers and helping brands stand out in the Amazon store. Storefronts are managed by third-party sellers and can feature a diverse range of products from independent artisans to large-scale manufacturers.
To set up a storefront, sellers must be enrolled in Amazon’s Brand Registry.
Enrollment gives access to features like the reverse image search feature, which helps protect your brand by identifying unauthorized use of your product images. Each storefront can be customized with strategic formatting, images, and brand visuals, and many sellers hire a graphic designer to create an attractive, compliant design. Sellers must also follow Amazon's creative guidelines to ensure their storefront is visually appealing and meets Amazon’s standards.
Shopping from Amazon storefronts gives customers:
Most storefronts also feature customer reviews and ratings, helping shoppers make informed decisions. Storefronts allow customers to engage more deeply with brands and explore a more specialized product range that might otherwise be buried in Amazon’s vast inventory. Storefronts create a sense of exclusivity by offering limited-edition products and special promotions.
For sellers and brands, storefronts:
Note: Not all third-party sellers have a storefront. Some only list individual products.
This step-by-step guide will show you how to find storefronts on Amazon using a mobile device and the Amazon shopping app.
The Amazon app makes it easy to search for and explore storefronts on Amazon, but you need to know where to look.
This is the most reliable method.
The best way to search for storefronts in the Amazon app is to use the search bar for a specific brand or product, then click the storefront link in the search results or product page.
Tap the brand name or “Shop [Brand] Store” to enter the storefront. If you are already viewing a product from a seller, the blue brand link under the title is often the fastest way to their store. Once you find a storefront, tap on it to enter and browse the products offered.
You can also type “storefront” plus a brand, Amazon seller, seller's ID, or keyword (for example, “storefront skincare”) and then look for entries labeled as storefronts.
Filtering by product category can also help you find storefronts that specialize in certain types of products.
Influencers and creators also have storefronts:
These pages are curated by influencers, making it easy to shop their recommendations. Many Amazon influencer storefronts also link to their social media profiles, so you can easily follow them on platforms like Instagram.
Once you find a storefront you want to revisit:
Buying from a storefront is just like any other Amazon purchase:
If you are a seller or brand owner, you can also analyze how well products are performing within a storefront by looking at sales metrics and customer feedback.
Sellers can monitor sales performance within their Amazon store to optimize their offerings and improve customer engagement.
Creating an Amazon storefront is a powerful way for sellers to stand out in the crowded world of online shopping. With your own Amazon brand store, you can design a dedicated page that reflects your brand’s personality and values, offering customers a more personalized shopping experience than standard product listings.
To get started, you’ll need a professional seller account and enrollment in Amazon’s Brand Registry. Once you have access, Amazon provides intuitive tools and templates to help you build your storefront. Here’s how the process typically works:
A well-designed Amazon storefront not only enhances your brand’s visibility but also provides shoppers with an immersive and curated shopping experience. By showcasing your full product range and telling your brand story, you can engage customers more deeply and influence purchasing decisions right from your dedicated storefront page.
If you want to go beyond casual browsing and do serious Amazon market research, SmartScout is a powerful companion to storefront exploration.
It is an Amazon market research tool that helps you:
Both new business owners and experienced Amazon sellers can make data-driven decisions about which storefronts, brands, and niches to target.
This tool can give you a competitive edge by helping you analyze Amazon sellers and stay ahead in the marketplace.
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