Amazon storefront design services, built to be shopped.
Shelfcrest runs Amazon storefront design services for registered private label brands: a Brand Store structured around how customers choose, pages and copy written for them, an image brief for every tile, and the Store Insights numbers to show what works.
What Amazon storefront design services cover
An Amazon storefront, which Amazon calls a Brand Store, is a custom, multi page space on Amazon that belongs to your brand alone, with your brand story, product line and lifestyle content. Customers reach it from the brand name on your product pages, from Sponsored Brands and display ads, or from a short address such as amazon.com/brand-name. There are no competitor ads on it.
Amazon's tools make it free to create one, with no advertising required, but it does require Brand Registry, and it is built in Amazon's own Store builder from templates and tiles. The hard part is not the tool or its features. It is deciding what the store is for: which products lead, how customers find the right variant, and what each page has to answer.
Amazon storefront design services turn that into a store with a real shopping experience. Shelfcrest plans the structure, writes the content, briefs the product photography, builds it in the Store builder, submits it for review, and reads Store Insights afterwards to see what sells.
Six signs your Amazon Brand Store needs design work
The store is one page with every product on it
Customers scroll a grid with no way to tell which product is for them, which is a poor customer experience.
It was built once, at launch, and never touched
New products, retired products and seasonal lines are missing or still showing.
Amazon advertising lands on a single product
The store could hold the whole product line and cross-sell, but Sponsored Brands ads point elsewhere, so the marketing budget buys less.
Images are the listing photos, reused
Store tiles need their own product photography and media, with different crops, text and proportions than a main image.
Nobody reads Store Insights
Amazon reports sales, visits, page views and traffic sources, and none of it guides changes.
You are registered, but have no store
The brand has the tool for free and has not built it yet.
The parts of an Amazon Brand Store, and what each one is for
| Part | What Amazon provides | What the design decides | Why it matters |
|---|---|---|---|
| Ways in | The byline on product pages, Sponsored Brands and display ads, a short URL | Which ads point at which page | Traffic lands where it can convert |
| Home page | Templates and drag-and-drop tiles in Amazon's Store builder tools | What leads, and the first choice a customer makes | A customer who cannot choose leaves |
| Category pages | Multiple pages under one store | How the product line is grouped: by use, size, collection | Customers find the right variant faster |
| Tiles and media | Image, text, video and product tiles | Every image and line of copy, briefed for the store | Reused listing photos rarely fit |
| Store Insights | Sales, visits, page views and traffic sources | Which pages to change next | The store improves instead of aging |
Every Brand Store is submitted for Amazon's review before it goes live, so claims, images and text follow Amazon's rules from the first draft. A store rejected at review costs the business weeks, and costs the team a second build.
Eight areas of Amazon storefront design, and the question behind each
- Store structure
- Which pages does the store need, and how does a customer get from the home page to the right product in two clicks?
- Home page
- What does a first-time visitor need to see first: the best seller, the product line, or the reason to trust the brand?
- Category pages
- Are products grouped the way customers choose, by use, size or collection, rather than by SKU order?
- Copy
- Does every tile say one useful thing, within Amazon's rules on claims?
- Images and video
- Is every tile designed for the store, with a brief the photographer or designer can follow?
- Ads and traffic
- Do Sponsored Brands campaigns land on the store page that matches the search, not on the home page for everything?
- Mobile
- Does the store work on a phone first, where tiles stack and text shrinks?
- Store Insights
- Which pages get visits but no sales, and which traffic sources bring buyers?
What Amazon reports about Brand Stores, and how to read it
Amazon publishes its own comparison: customers who visit a Brand Store buy more often and spend more than those who do not. Those figures compare people who chose to visit with people who did not, so they show what engaged customers do, not proof that a store causes the lift. Your own Store Insights answer the real question.
Store conversion = store sales / store visits, from Store Insights
Page efficiency = sales attributed to a page / page views
Ad landing check = Sponsored Brands clicks to the store / sales from the store
Worked example, illustrative
A store gets 4,000 visits in a month and records 180 orders. Its bottle category page gets 1,500 page views, and its gift sets page gets 300.
- Store conversion is 180 / 4,000 = 4.5 percent of visits.
- If the bottle page drives 90 of those orders, its efficiency is 90 / 1,500 = 6 percent.
- If gift sets drive 36 orders, that is 36 / 300 = 12 percent: twice as efficient, with a fifth of the traffic.
- The change is to link gift sets from the home page and point a Sponsored Brands campaign at that page.
| Store Insights metric | What it shows | What it changes |
|---|---|---|
| Sales | Revenue attributed to the store | Whether the store earns its upkeep |
| Visits | How many shopping sessions reached the store | Whether the ways in are working |
| Page views | Which pages are seen, and which are skipped | Which pages to move up, merge or remove |
| Traffic sources | Where visitors came from: ads, the byline, outside Amazon | Where to point Sponsored Brands and external links |
What a Brand Store audit finds
Illustrative examples on an unnamed account. Not client results.
Forty products on one page, in upload order
Customers cannot tell which product is for them
Split into category pages by use, with the best seller leading each
Sponsored Brands ads landing on the home page for every search
A search for one product lands on the whole range
Point each campaign at the page that matches its keywords
Tiles built from main images with text added on top
Text is unreadable on a phone and the crops do not fit the tiles
Brief store-specific images, designed mobile first
Two retired products still in the store
Customers click through to pages that cannot be bought
Remove them, and add a store review to every product change
From brief to a live Brand Store
Step 1: audit and structure
You give Shelfcrest access to Brand Registry and the advertising console. The current store, the product line, the ads and Store Insights are read. Output: a page structure and navigation, with what leads on each page.
Step 2: copy and image briefs
Copy for every page and tile, and a brief for every image and video: size, crop, subject and text. You approve both before anything is built.
Step 3: build
The store is built in Amazon's Store builder from the approved copy and the images your photographer or designer delivers.
Step 4: Amazon's review
The finished store is submitted for Amazon's review. Anything Amazon asks to change is fixed and resubmitted.
Step 5: measure
After launch, Store Insights are read: visits, page views, sales and traffic sources, page by page.
Every quarter after
Retired products removed, new products added, and the weakest page rebuilt from what Store Insights show.
Included in Amazon storefront design services
- An audit of the current store, range and ads
- Page structure and navigation for the whole store
- Copy for every page and tile
- An image and video brief for every tile
- The build in Amazon's Store builder
- Submission for Amazon's review, and any fixes it asks for
- Sponsored Brands landing pages matched to campaigns
- A Store Insights review after launch
- Your store, copy and briefs stay yours
Photography, video and graphic design are not included: the briefs are, the shoot and the artwork are not. Listing copy and A+ Content are part of Amazon SEO and listing optimization, and the ads that send traffic to the store are part of Amazon PPC management.
A 10-step Amazon storefront check you can run this week
- Open your store on a phone, as a customer would, and time how long it takes to find your best seller.
- Count the pages. One page with every product is a sign the store was never planned.
- Check that every product in the store is still for sale.
- Check that every product you sell is in the store.
- Read every tile's text on a phone. If you cannot read it, neither can customers.
- Open your Sponsored Brands campaigns and note where each one lands.
- Open Store Insights and list pages by visits and by sales.
- Find the page with visits but no sales, and ask what a customer there is missing.
- Check your traffic sources: how many visitors come from ads, and how many from the byline?
- Visit your store's short URL and make sure it opens the home page you expect.
If that check shows a store nobody has touched since launch, that is where Amazon storefront design services pay for themselves. The listing SEO guides cover the product pages the store links to.
Doing it yourself, a freelance designer, or an Amazon storefront design agency
| Option | Works well when | Where it breaks |
|---|---|---|
| Doing it yourself | A small range and time to learn the Store builder | The store is built once and never measured |
| Freelance designer | You need artwork for the tiles | Good images without a structure, copy or ads plan behind them |
| Creative agency | A large brand with a full creative budget | Beautiful stores that are rarely checked against Store Insights |
| Amazon storefront design agency | The store should sell, not only look good | Agencies that deliver a design file and leave the store to age |
Who this service is for
A good fit
- Private label brands enrolled in Brand Registry, with a product line worth browsing
- Brands running Sponsored Brands ads that land on product pages
- Registered brands with no store, or a store built at launch and never changed
Not a fit
- Brands without a pending or registered trademark: Amazon requires one
- Single product brands with nothing to browse
- Anyone who needs photography rather than a brief
What Amazon storefront design services cost
Storefront design: quoted after the audit
Amazon storefront design is quoted in writing after the free audit, as a fixed fee set by the number of pages and products. Amazon itself charges nothing to create or maintain a Brand Store. The monthly plans are on the pricing page.
Amazon storefront design services FAQ
What are Amazon storefront design services?
Amazon storefront design services plan, write, brief and build an Amazon Brand Store: the pages and navigation, the copy, the images for every tile, the build in Amazon's Store builder, the submission for review, and the reading of Store Insights afterwards.
Is an Amazon storefront the same as a Brand Store?
Yes. Sellers often say storefront; Amazon calls it a Brand Store.
Does an Amazon Brand Store cost money?
No. Amazon says creating and maintaining a Brand Store is free, and you do not need to advertise to have one.
Who can create an Amazon Brand Store?
Brands with a pending or registered trademark. Amazon sellers must enroll their brand in Amazon Brand Registry first; vendors and agencies can also create Amazon brand stores for the brands they represent.
How do customers find a Brand Store?
From the brand name on your product pages, from Sponsored Brands and display ads, or from a short address such as amazon.com/brand-name.
Does a Brand Store increase sales?
Amazon reports that customers who visit a Brand Store buy more often and spend more than those who do not. Those customers chose to visit, so the figures do not prove the store caused it. Store Insights show whether yours does.
What is Store Insights?
Amazon's reporting for Brand Stores: sales, visits, page views and traffic sources. It shows which pages sell and where visitors come from.
How many pages should an Amazon store have?
As many as the product line needs for a customer to reach the right product in two clicks. One page per product group is a common start.
Does Amazon review the store before it goes live?
Yes. The finished store is submitted for Amazon's review, which is why claims, images and text follow Amazon's rules from the first draft.
Do you provide product photography?
No. Every tile gets a brief your photographer or designer can follow, so the creative content fits the store. The shoot and the artwork are yours to commission.
Should Sponsored Brands ads go to the store?
Often, to the store page that matches the search, not the home page for everything. It depends on the campaign and the product line.
Can a Brand Store help marketing outside Amazon?
Yes. Amazon gives each store a short address, such as amazon.com/brand-name, so social media, email and your own online channels can send customers straight to the brand storefront instead of a single product. Store Insights then shows those visits as a traffic source.
What makes a good Amazon brand storefront?
A clear first choice on the home screen, product groups that match how customers shop, tiles designed for phones, and content that helps a customer choose rather than decorates. The best Amazon stores are also maintained: the ecommerce business changes, and the store keeps up.
How often should a store be updated?
At least every quarter, and whenever a product is launched or retired.
What happens if we stop?
The store, the copy and the briefs stay yours, live on Amazon.
Get a free Amazon store audit.
Send your store link. You get a written audit of your Brand Store: structure, pages, tiles, where the ads land, and the first changes to make.