How to Create an Amazon Storefront in 2026
What an Amazon Storefront is, who qualifies, what it costs, and the limits that make most sellers eventually build a store they actually own.
An Amazon Storefront is a branded page inside Amazon where your products live together under your brand instead of scattered across search results. It is free to build, genuinely useful, and frequently confused with owning a store.
This guide covers how to create one, what it costs in practice, and where its limits are.
Key Takeaways
- A Storefront is a branded section of Amazon, not a website you own. Amazon controls the URL, the layout options, the traffic, and the customer data.
- Building it is free. Selling through it is not — referral fees run 5% to 45% by category, most commonly 15%, plus $0.99 per item or $39.99 per month (Amazon, retrieved 2026-07-28).
- You need Brand Registry, which generally requires a registered trademark.
- You do not get customer email addresses, which caps what you can build on top of it.
What Is an Amazon Storefront?
An Amazon Storefront is a multi-page, branded destination within Amazon that collects a single brand’s catalogue in one place. Shoppers reach it from a product listing, from search, or from a link you share.
It is a merchandising surface, not an independent shop. Think of it as your own department inside someone else’s store: your name is on it, your products are in it, and every rule about how it works belongs to the landlord.
That distinction matters for planning. A Storefront improves how your products are presented to Amazon shoppers. It does not give you a channel you control.
Who Can Create One?
You need a Professional selling account and enrolment in Amazon Brand Registry.
Brand Registry generally requires a registered or pending trademark for your brand in the country where you are selling. This is the real gate — it costs money and takes time, and it is where most sellers who want a Storefront stall.
If you do not have a trademark, that is your first step and it is a months-long one. It is worth weighing against simply building a storefront you own outright, which has no such prerequisite.
How to Create an Amazon Storefront
- Register your trademark, if you have not already. This is the long pole.
- Enrol in Brand Registry with your trademark details and account information.
- Open the Stores builder from Seller Central’s advertising menu.
- Choose a template — Amazon provides a fixed set of layouts and tiles.
- Build your pages. A homepage plus category pages is the common structure. Use the tile types to group products meaningfully rather than dumping the whole catalogue on one page.
- Add creative. Lifestyle imagery does the heavy lifting here; product images alone make the page look like search results.
- Submit for moderation. Amazon reviews before publishing, typically within a few days.
- Get your URL, in the form
amazon.com/yourbrand.
Budget most of your effort for step 6. The layout choices are constrained, so imagery is where a Storefront either looks like a brand or looks like a spreadsheet.
What Does Selling Through It Actually Cost?
The Storefront itself is free. Selling on Amazon is not.
| Cost | Amount |
|---|---|
| Storefront build | Free |
| Individual selling plan | $0.99 per item sold |
| Professional selling plan | $39.99 per month |
| Referral fee | 5%–45% by category, most commonly 15%, minimum typically $0.30 |
| Fulfilment (if using FBA) | Additional, varies by size and weight |
| Advertising | Optional but competitively near-mandatory |
Note the Professional plan is required for a Storefront, so $39.99 per month is a floor rather than a choice.
For context on how that compares to other marketplaces, Etsy’s reported take rate across all its revenue lines was 24.9% of gross merchandise sales in Q3 2025 (Etsy, retrieved 2026-07-28). Amazon’s platform take is generally lower per sale; its competitive intensity and advertising costs are generally higher.
What a Storefront Does Well
Real benefits, worth having:
- Brand coherence. Your catalogue appears as a range rather than as unrelated listings.
- A shareable destination. A clean
amazon.com/yourbrandlink is useful in bios and campaigns. - Cross-selling. Shoppers who arrive for one product see the range.
- Campaign analytics. Source tags let you attribute external traffic you send in.
Where the Limits Are
Four constraints, all structural:
You do not get customer data. No email addresses, and very limited purchase-level insight. You cannot build a mailing list, which means every future sale must be bought again.
You do not control the layout. Templates and tiles only. Two Storefronts in the same category tend to look similar because the building blocks are identical.
You do not own the traffic. Amazon decides what surfaces where. A policy or algorithm change is not something you can appeal.
You are one policy decision from zero. Account suspensions happen, sometimes in error, and while suspended you have no channel at all.
None of these are reasons to skip a Storefront. They are reasons not to make it your only asset.
Should You Build Your Own Store Instead?
Not instead — as well, and sooner than most sellers do.
The signal is the same one that applies to any marketplace: when you start getting repeat buyers, the arithmetic changes. Paying a referral fee to reach someone who has never heard of you is fair value. Paying the same fee on a customer who deliberately came back is margin handed over for a service you no longer need.
A store you own gives you the email list, the margin, and the brand surface a Storefront template cannot. What it does not give you is Amazon’s traffic, which is precisely why running both makes sense.
For the alternatives, see our guides to e-commerce platforms for small businesses, websites like Etsy, and launching a store in about ten minutes.
Frequently Asked Questions
Is an Amazon Storefront free?
Building it is free, but it requires a Professional selling account at $39.99 per month, and every sale carries a referral fee of 5% to 45% depending on category, most commonly 15%.
Do I need a trademark for an Amazon Storefront?
Effectively yes. Storefronts require Brand Registry, and Brand Registry generally requires a registered or pending trademark.
Can I get customer emails from my Amazon Storefront?
No. Amazon does not pass customer email addresses to sellers. If building a direct relationship matters to you, that requires a store you own.
How long does approval take?
Amazon moderates Stores before publishing, usually within a few business days. Trademark registration, if you need it, takes far longer.
Can I have an Amazon Storefront and my own website?
Yes, and it is the common pattern for established brands. Amazon supplies reach; your own site supplies margin, data, and brand control.
Sources
- Amazon — Individual plan $0.99 per item, Professional plan $39.99 per month, referral fees 5%–45% by category with 15% most common and a typical $0.30 minimum. Retrieved 2026-07-28.
- Etsy, Inc. Q3 2025 Results — consolidated take rate 24.9%. Retrieved 2026-07-28.