Build an Amazon Store That Stands Out: A How-to Guide

Jun 21, 2021



So you’ve been selling on Amazon for a while, and you are ready to take it to the next level.

The best way to grow your brand and Amazon product list is to create a professional, eye-catching Amazon store!

Amazon stores are centralized pages that contain all of your branded products. They can improve your listings traffic you receive and help you grow your customer base.

Having an Amazon store also gives you access to new data and features!


So how do you create an Amazon Store that stands out?


If you don’t have a brand yet, we’ll have to start there.

However, if you are an experienced Amazon seller with at least one Amazon product page under your belt, you may want to consider creating a brand.

To qualify as a brand with Amazon, you will need to register your brand trademark and logo with the government trademark office in your country. Amazon currently limits the countries it accepts trademark registration from, so for a complete list, click here.

Once you’ve registered your trademark, you need to make sure that you have that trademark in an active text or image-based format. The trademark must appear on your packaging and on the products you sell.


Now that you have a brand and it meets the requirements, you are ready to apply to register your brand with Amazon!

Amazon will need a bit of information from you. You’ll send them your trademark, a list of all of the product categories represented by your brand, and a list of all countries where your brand is manufactured and distributed.  That’s it! 

ProTip: It’s best to apply for a selection of foreseeable trademark classes so that your trademark may cover a range of products you sell presently and in the future. 


How to Craft a Stand-out Amazon Storefront!


If you have a lot of traffic coming to your Amazon product listing, but none of your branding is cohesive, you may be turning off potential customers.

Using a cohesive design strategy with matching listings, interesting images, and showcasing a relevant story about your brand will fix that.


You will need to choose a design style. If you are not a graphic designer, this might seem daunting, but luckily Amazon has a number of professional-looking options available for you. They have multiple templates, drag and drop tiles, and color options. You won’t need to learn how to code to create the Amazon store of your dreams! 


ProTip: If you aren’t sure what kind of ‘look’ you want for your store, check out your competitors for inspiration. This will help you decide what you like and what doesn’t suit your brand needs.  It will also help you understand your competition on a higher level and what products they offer!.


Think about the story you want to tell with your brand. Is it playful and whimsical? Professional and modern? Sporty and outdoor focused? Figuring out the answers to these questions will help you choose your colors and fonts. Check out a design template site like this for more inspiration.


You will also need to invest in some professional media, specifically images and videos.  When it comes to your products, you will want unique, professional photographs of people using your products. Lifestyle images are essential to Amazon stores as they help your audience visualize themselves solving their problems with your product(s).


Will you be able to highlight images that contain more than just your product on a blank white background?! Yes!  When you have an Amazon store, you have many more choices regarding the images of the products you represent. Make sure you don’t waste this opportunity and choose high-quality and a mix of excellent product photography and lifestyle images for a winning storefront.



Make Sure your Amazon Store is Simple to Use, Search and Navigate



Once you have your design style and professional images, you will want to focus on navigation and Amazon optimization. You want to make it easy for potential customers to shop in your online store, but you also want to keep potential buyers clicking through the pages within your store.

Descriptive but straightforward headings are crucial, and attention to compelling sales copy is the way to go. Make sure customers know what they will find when they click your category links and make the process of buying straightforward and easy.

Don’t forget to add your relevant and highly searched keywords in your backend storefront sections, and of course, utilize the alt text areas appropriately. Everything should be filled out in the backend for the best Amazon SEO opportunities and amazon search optimization.

ProTip: When a customer navigates to one of your categories, ensure that all of your products are up to date. What that means is, don’t leave out-of-stock products upon your site. Multiple out-of-stock products will frustrate your customer and may turn them to another store.

A final note about the usability of your Amazon store, make sure to update it often. Stores that have been refreshed within the last 90 days have better sales numbers than stores that don’t.

Seasonal updates can help your store keep its relevance and encourage repeat visits. So, that means adding specific themes for specific holidays like Christmas, Valentine’s Day, etc., depending on what marketplace you are selling in.

Always be mindful of what holidays your audience may participate in, and choose themes surrounding their preferences. You’ll have to be keenly aware of your audience and pay attention to shopping habits to do so.


Advertising Brand Awareness is More Efficient than Advertising for Individual Products

Whether you prefer running pay-per-click ad campaigns for a single product or if you want to move into sponsored brand ads that focus on your brand as a whole, you will benefit when you set up your Amazon store. Each product-specific ad has the potential to bring additional traffic to your store where potential customers can browse through ALL of your products. This can significantly improve sales.

ProTip: Videos in your Amazon storefront are a great way to entice buyers and drive traffic to your listing.

Many Amazon sellers also like to change their ad campaigns to focus on the brand as a whole. This will bring traffic directly to your store and has enormous potential to boost the sale of multiples.


Amazon Storefronts in International Amazon Markets

If you sell in international markets, you will want to hire a language translation service to translate your Amazon product listings and make sure your store is easy to navigate in each region.

Professional translation services of Amazon storefronts should be compelling and easy for the reader to understand. Avoid free online translation tools to perform your listing translation and webstore translation as these services do not utilize proper and effective sales copy. The results can mean Amazon storefronts that don’t make sense and confuse your buyer. Missed opportunities and missed sales!

Here at YLT Translations, we leverage marketing, copywriting, and effective translations for Amazon webstores to rank, index, and help sell your product in international markets.


As you can see, there are many benefits to consolidating your products under a brand and creating a professional, easy-to-navigate Amazon storefront. By following the steps above, you will be able to grow your brand awareness, showcase your products all in one place, elevate your ads, and improve your sales regardless of the marketplace you are selling in.  

You will also see a vast improvement in your sales of multiple products and repeat business. 

Are you ready to take selling to the next level?