--- type: blog title: "How to Create an Amazon Storefront in 2026" description: "What an Amazon Storefront is, who qualifies, what it costs, and the limits that make most sellers eventually build a store they actually own." date: "2026-07-28" lastModified: "2026-07-28" tags: ["Amazon", "Marketplaces", "E-Commerce", "Brand"] featured: false readTime: "9 min read" authors: "Runner AI Team" thumbnail: "https://ixft9x6szo.ufs.sh/f/Cc8uxBgAYTzg77UdX61yU2pxlvgMh9LtuCFn4J57fcSHVi3o" thumbnailAlt: "A neat grid of identical kraft boxes with one turned forward, representing a single brand's catalogue inside a larger marketplace" --- 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](https://sell.amazon.com/pricing), 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 1. **Register your trademark**, if you have not already. This is the long pole. 2. **Enrol in Brand Registry** with your trademark details and account information. 3. **Open the Stores builder** from Seller Central's advertising menu. 4. **Choose a template** — Amazon provides a fixed set of layouts and tiles. 5. **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. 6. **Add creative.** Lifestyle imagery does the heavy lifting here; product images alone make the page look like search results. 7. **Submit for moderation.** Amazon reviews before publishing, typically within a few days. 8. **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](https://investors.etsy.com/news-events/press-releases/detail/213/etsy-inc-reports-third-quarter-2025-results), 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/yourbrand` link 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](/ecommerce-platforms-for-small-businesses), [websites like Etsy](/websites-like-etsy), and [launching a store in about ten minutes](/launch-online-store-10-minutes-no-code). ## 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](https://sell.amazon.com/pricing) — 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](https://investors.etsy.com/news-events/press-releases/detail/213/etsy-inc-reports-third-quarter-2025-results) — consolidated take rate 24.9%. Retrieved 2026-07-28.