How to Open a Store on Amazon (2025 Guide)

Amazon Storefront potential continues to expand rapidly as over 130 million mobile shoppers browse daily through the Amazon app. Whether you’re launching a new brand or scaling an existing one, you can boost customer engagement and increase sales by building a multi-page, fully branded Amazon brand store. That means the opportunity to reach new customers and grow your business is right at your fingertips, if you set things up the right way.

Amazon’s built-in Store Builder allows sellers to feature their products and build brand identity in one streamlined space. To get started, you’ll need a Professional Amazon Seller account and enrollment in Brand Registry.

In this guide, we’ll walk you through everything required to show you how to open a store on Amazon, from setting up your seller account and enrolling in Brand Registry to designing your store, uploading products, and understanding the costs involved to open your own Amazon storefront in 2025. You’ll also discover launch tips for leveraging Amazon’s key tools and other strategies to improve your store’s success.

Why Open a Store on Amazon?

Before you proceed with creating an Amazon storefront, let’s go over why sell on Amazon is worth doing. Below are the primary advantages of launching an Amazon store:

More traffic

Whether you’re new to Amazon selling or an established brand, having your own storefront on Amazon gives you access to a much wider audience than you might reach through a personal website alone. That is because Amazon receives millions of visitors each month who come to purchase products. The revenue figures from 2023 show Amazon generated $574 billion while reaching 200 million Prime members across the world. Most online consumers begin their shopping journey on Amazon because it stands as their preferred platform. So, a fully optimized Amazon store delivers significantly more traffic thanks to Amazon’s built-in customer base and search algorithm.

Trust and visibility

When you open your Amazon seller account, you’re tapping into all that existing trust. Your brand will receive automatic authority and trust when you establish your storefront on Amazon. The reason for that is that the majority of consumers choose to purchase from Amazon instead of making their first buy from an unfamiliar online store. Amazon’s reputation for excellent customer service, fast delivery, and easy returns makes people more likely to buy from a branded storefront within Amazon.

Global reach

Amazon operates as one of the biggest and most reliable marketplaces throughout the world. Amazon operates dedicated marketplaces across more than 20 countries while delivering products to over 100 territories. Your business can access worldwide customers through Amazon without creating separate websites for different regions. Amazon FBA (or Fulfillment by Amazon) takes care of complex operations including shipping, returns, and support as well as payment systems.

Increased brand control

Brand storefronts on Amazon allow you to create a complete store presence which differs from individual sellers who list products one by one. You can organize your catalog, display branded visuals, and give customers a seamless shopping experience, all within Amazon.

Faster growth

Another sweet marketing advantage is baked right in once an Amazon store is opened. Unlike launching your own website from scratch, where you have to fight for every visitor, Amazon’s built-in audience is already searching for what you sell. If you optimize your Amazon SEO and listings well, customers will find you.

Requirements to Open an Amazon Store (Seller Account & Brand Registry)

Amazon storefront creation requires two specific prerequisites to verify your business. Those major Amazon store requirements are to have a Professional Seller account and enrollment in Brand Registry. Meeting these conditions is essential to unlock branding tools and start building your store the right way. The Seller account gives you access to the platform’s full selling capabilities, while Amazon Brand Registry is what grants you control over how your brand is presented, protected, and positioned within Amazon’s ecosystem.

1. A Professional Amazon Seller Account

The first step in setting up an Amazon storefront is to set up a Professional seller account. A Professional Seller account comes with a monthly fee of $39.99, but the features it unlocks far surpass what’s offered in the Individual plan. Amazon product listings, advertising access, and the ability to create a customized storefront are all tied to this subscription. The Individual plan, priced at $0.99 per item sold, doesn’t support storefront setup, making this Amazon selling plan unsuitable for sellers focused on building a long-term brand. Credits: oabeans

During setup, Amazon will ask you to provide the following:

1. 1. A government-issued ID (passport or driver’s license)
2. 2. A recent bank account statement
3. 3. A credit card for billing
4. 4. Tax information (such as an EIN if registering as a business)

Amazon will also run a verification process, which may include a short video call to confirm your identity and documents.

2. Enrollment in Amazon Brand Registry

Next, you can move on by joining the Amazon Brand Registry, which requires you to have a trademark and brand identity standards for your business.

The trademark must be:

1. 1. Either a word mark or image mark that includes text
2. 2. Issued by an official government trademark office
3. 3. Clearly visible on your products or packaging

As per Brand Identity Standards: Your brand logo or name should be displayed uniformly on every product and its packaging. This level of uniformity helps establish credibility and a sense of reliability with buyers. Credits: sell.amazon

Once enrolled, you’ll gain access to storefront design tools, Amazon A+ Content, and brand protection features.

If your trademark is still pending, you can apply for Brand Registry using a serial number, but approval depends on Amazon’s acceptance of the application stage.

By meeting these two requirements upfront, you’ll be set up to launch a professional, fully branded storefront on one of the world’s largest online marketplaces.

As you might see, setting up an Amazon Store is relatively simple. But designing one that captures attention and converts, though, requires a more strategic approach. For that, we recommend hiring an e-commerce agency with the right experience in such a niche task.

Step-by-Step Guide to Opening Your Amazon Store

This section covers every step required to launch your Amazon Store and begin building your brand’s presence. You’ll need a Professional Seller account and Brand Registry enrollment before anything else.

Quick tip: Design custom visuals and banners specifically for your Amazon Storefront to create a cohesive and professional brand look. Always make sure your assets follow Amazon’s creative guidelines.

Step 1: Sign up for a Professional Seller account

In your Seller Central dashboard, go to the main menu and click “Settings,” then select “Account Info.”

Choose “Upgrade” to switch to the Professional plan if you’re not already enrolled.

Complete the sign-up process by entering your business details, tax information, and billing method.

Remember the Amazon seller fees, the Professional plan, priced at $39.99/month, unlocks bulk listings, advertising tools, and storefront creation, none of which are available in the Individual plan.

Step 2: Register your brand in the Brand Registry

Next, visit brandservices.amazon.com and log in with your Seller Central credentials.

Click “Enroll a new brand” and complete the form with your brand name, trademark details, and product categories.

Once registered, you will have full access to Amazon Brand Registry tools, including brand protection, content control, and eligibility for A+ content.

Tip: Your trademark must be registered in the country you’re selling in, or in the application stage with an active serial number

Step 3: Access the Store Builder via Seller Central

Once your brand is approved, return to Seller Central and click the “Stores” tab, then choose “Manage Stores.”

Select your brand from the list and click “Create Store.”

You’ll be prompted to enter your brand’s display name and upload your logo. Click “Next” to enter the Amazon Store Builder.

Step 4: Add pages and content

Start with your homepage layout by selecting a template, such as product grid, brand story, or marquee, or build one from scratch.

Add images, videos, and copy that align with your brand tone and highlight your product range.

Use the side navigation panel to add additional pages. For example, create a page titled “Kitchen Tools” using the “Product Collection” layout to display relevant ASINs.

Click “Create Page,” and it will appear as a navigation tab in your Store’s menu. You can continue adding subpages to organize your catalog into clear sections.

Want to add a drop-down menu under a tab? Click the parent page, then select “Add Page” to create nested categories under that tab.

Step 5: Add products and ASINs

To add Amazon product listings on any page, use the product tile feature and search by ASIN or product name.

Choose how your items will display, either as a single product or in a collection view.

You can also link image tiles to specific listings, allowing customers to shop directly from your visuals.

Step 6: Preview and submit for review

After building your Store and adding all content, click the “Preview” button to view it on desktop and mobile.

Make sure all pages load correctly and your branding is consistent throughout.

Once satisfied, hit “Submit for publishing.” Amazon typically reviews new Amazon Stores within 24 hours, and once approved, your storefront will go live.

Opening a Store on Amazon is simple. Take time to experiment with the design, rearranging blocks and section order to make your Amazon Store stand out.

Designing and Launching Your Amazon Storefront

In the next phase of building your Amazon Store, you’ll focus on the layout and visual setup of your storefront.

Amazon makes storefront design accessible by offering pre-built layout structures. The interface operates much like other drag-and-drop builders, allowing you to design your Store visually without needing coding experience.

Your homepage design options include:

Homepage banner – The top banner is the first visual your shoppers see. Upload a high-resolution branded image, Amazon recommends at least 3000 x 600 pixels. Choose something that captures your brand voice clearly, like a lifestyle photo or a seasonal campaign banner.

Product grids – These sections help you display multiple Amazon product listings or ASINs at once. Use them to organize collections, promote bundles, or spotlight new releases. Grids keep your catalog scannable and easy to navigate.

Custom pages – Each product category can have its own page. Click “Add Page” in the Store Builder, write a short meta description, select a template, and begin customizing. For example, if you sell both skincare and haircare, give each a dedicated page.

Navigation – The more organized your Amazon Brand Store, the smoother the shopping experience. Use top tabs for major product categories and dropdowns for subcategories. Every page you create will automatically appear in your navigation bar.

A+ Content – Below the fold of your product pages, you can include rich visuals, comparison charts, and brand messaging with Amazon A+ content. This is key for boosting conversion, Amazon SEO, and helping your brand stand out from generic listings.

Once your layout is complete and all pages are designed, preview your Store using the desktop and mobile views. Double-check that all links, images, and text appear correctly.

When you’re ready to go live, click “Submit for publishing.” Amazon will review your storefront, usually within 24 to 72 hours.

Once approved, your Amazon store becomes publicly accessible. It’ll be linked to your brand name on Amazon, and customers will be able to browse by product, category, or collection. From there, you can monitor traffic and performance from your Seller Central dashboard.

Marketing and Growing Your Amazon Store

There are multiple ways to grow your Amazon Store after launch. Internally, through Amazon ads and search visibility; externally, by tapping into social media, influencers, and email marketing. With thousands of sellers entering Amazon daily, visibility requires more than just a live storefront.

To gain traction, you need to actively drive traffic, leverage the tools Amazon gives you, and expand your reach beyond the platform.

This section breaks down practical ways to promote your Store and enhance your brand presence on Amazon.

1. Run Targeted Amazon Ad Campaigns

Start with Sponsored Products and Sponsored Brands. These PPC campaigns or Amazon ads help your listings appear in search results and competitor pages. Use manual targeting for high-ROI keywords, and include videos in brand ads to tell your story visually.

2. Drive External Traffic to Your Store

After you start selling on Amazon, you can bring in outside traffic using Facebook Ads, Instagram posts, or TikTok videos. Use product-focused visuals and direct links to your Amazon listings. Email campaigns work well too, send product updates, promotions, and restock alerts to past customers.

3. Collaborate With Amazon Influencers

Join the Amazon Influencer Program or partner with creators in your niche. Influencers showcase your products in action and build trust through reviews and tutorials. Provide affiliate links or promo codes to track conversions.

4. Improve Visibility With SEO

Use keyword-rich titles and descriptions to improve search placement. Optimize backend search terms and regularly update your listings based on what shoppers search.

5. Track Performance With Analytics

In Seller Central, review traffic, conversion rates, Amazon seller fees, and ad performance. Use this data to refine your campaigns, adjust your Amazon selling plan, improve weak listings, and increase your Store’s overall visibility.

Remember that consistent testing and content updates will keep your Amazon store competitive in 2025 and beyond.

Final words

While setting up an Amazon Storefront is made simple with Amazon’s drag-and-drop builder, it can still be overwhelming. And if you don’t have design or SEO experience, it’s not always clear how to build a Storefront that actually drives results. This is where we come in, Ajroni can help you design and optimize an Amazon Store that converts.

At Ajroni, we offer custom eCommerce and SEO services designed to get your brand and products in front of the right audience. To find out more about how we can support your Amazon business, contact us today.

Common Questions (FAQs about Amazon Stores)

Do I need a trademark to open an Amazon Store? ➤ Indeed, you need a trademark to start an Amazon Store. To start, apply for Brand Registry using a registered trademark or active trademark application, then link it to your Amazon Seller account to begin building your storefront.

How much does it cost to open an Amazon storefront? ➤ Costs include monthly fees ($39.99 for the Professional plan), potential trademark registration costs, fulfillment or storage fees (if using FBA), and optional advertising or design expenses.

How can I use Amazon FBA with a store? ➤ To use FBA, enroll in the program through your Seller Central account, list your products for fulfillment, and sync them with your storefront for automated shipping and customer service.

How can I open a store without selling yet? ➤ To launch a storefront, you must first list at least one product, register for Brand Registry, and activate a Professional Seller account before accessing the Store Builder.

How long does the setup take? ➤ Setup includes account verification (1-5 days), Brand Registry approval (up to 2 weeks), and storefront design (a few hours to complete), depending on catalog size and readiness.