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SellerCartA store of your ownHow to Start an Amazon Storefront in 2026: Setup Guide
An Amazon Storefront (Brand Store) is free to build, but not open to everyone. You need a Professional selling plan, your own brand enrolled in Brand Registry and an Amazon Ads account. A reseller can't build a Store for someone else's brand. Check eligibility first, then design.
| Cost | The Store is free; the Professional plan is $39.99/month plus selling fees (storefront guide) |
| You need | Brand Registry (free), a pending or registered trademark, Amazon Ads account |
| Review | Usually under 24 hours, may take longer |
| Traffic | Doesn't come by itself: search terms, Sponsored Brands, your own channels |
Check you're eligible
Amazon has two kinds of storefronts: Brand Stores for brand owners and Influencer Storefronts for creators who earn commissions on other brands' products (storefront guide).
| Requirement | Rule | Where to check |
|---|---|---|
| Professional plan | $39.99/month (Amazon's 2025 fee guidance) | Seller Central |
| Individual plan | $0.99 per item sold, no monthly fee; no Ads tools, so no Store (Seller Central guidance) | Seller Central |
| Brand Registry | Free (Amazon's enrollment guidance) | Brand Registry |
| Trademark | Pending or registered, from a government office | Trademark record |
| Brand on the product | Logo with the brand name permanently on the product or packaging | Product photos |
| Account health | Active and in good standing | Account Health |
Fees change: check Seller Central before you register. Selling from outside the US? Read about Amazon seller address requirements for nonresidents before preparing documents.
If any answer is "no" — no own brand, no logo on the product, account problems — fix that before you open the builder.
Set it up step by step
- Register in Seller Central with the Professional plan.
- Collect trademark proof: number, exact brand name, logo files, categories, clear packaging photos. Everything must match the official record.
- Enroll in Brand Registry with your Seller Central login.
- Create an Amazon Ads account linked to the brand: it opens the Store builder.
- Build pages: Stores → Manage Stores → Create Store. Add a home page and collection pages, then fill them with images, text and video.
- Preview on phone and desktop, check every product link, submit.
Amazon's guide says the review "usually takes under 24 hours, but may take longer". Don't plan a campaign launch for the same day. Set-up details are also in Amazon's Store setup guidance.
What to put on the pages
Example, a made-up brand "Ridgeline Bottles":
- Before: one home page with twelve products in a crowded grid.
- After: a home page plus collections "Insulated Bottles", "Travel Mugs" and "Replacement Lids", each with its own featured product.
Name collections the way buyers shop, not by your SKU names. Write "Insulated Bottles for Commutes and Long Hikes", not "Our Best Bottles!". Keep tile text short and check every claim against the packaging.
If you plan Sponsored Brands ads that lead to the Store, check Amazon's creative guidance: for some formats the Store needs at least three subpages with a different product on each, and at least one advertised product must hold the Featured Offer. For listing photos see the Amazon product image requirements.
Bring shoppers to the Store
| Source | Cost | What it gives |
|---|---|---|
| Amazon search suggestions | Free | Buyer words for collection names |
| Brand Analytics | Free with Brand Registry | Real search terms and their rank |
| Sponsored Brands | Your ad budget | Ads that lead to the Store |
| Helium 10, Jungle Scout | Paid | Keyword and competitor research |
Running ads isn't required to create a Store (Amazon's Brand Store eligibility guidance). More ideas from an agency: drive traffic to your Amazon storefront. Sponsored Brands are not the same as product ads; for those, see Amazon Sponsored Products.
What to measure: Store visits and sales from ads (Amazon Ads reports), sales per product (Seller Central business reports), search terms per collection (Brand Analytics). Change one thing at a time and compare equal periods. A good Store helps buyers find products. It won't fix weak demand, high prices or bad reviews.
How SellerAI helps
SellerClaw works with your real Amazon listings, inside Claude or ChatGPT or as an agent in the SellerClaw app and Telegram. The pages shoppers land on from your Store still need strong titles and bullets: it rewrites them with buyer search terms and fills missing details, for your approval. Visible copy and hidden search fields are different jobs: see Amazon backend keywords.
Example request: "Rewrite the bullets of my insulated bottle listing with the words buyers search for. Keep every spec and wait for my approval."
Brand not enrolled yet? Gather the trademark, logo and packaging photos first. Want help with the listings? Start free with SellerClaw.