Overview

Amazon Store pages give brand-registered sellers a dedicated, customizable storefront to showcase their product catalog directly on the Amazon marketplace. Setting up a Store page is a key step for building brand presence, driving organic traffic, and improving conversion rates. This reference guide walks through the setup process, from account activation to storefront design.

Key Points / What Sellers Need to Know

• Amazon Marketing Services (AMS) account required — Sellers must register for an AMS account through ams.amazon.com before they can create a Store page. This is the gateway to Amazon's brand-building and advertising tools.
• Approval can take up to two weeks — After applying for an AMS account, sellers should expect a wait period of up to 14 days before their account is activated and ready to use.
• Brand display name and logo are mandatory — Before building out the storefront, sellers must provide their brand's display name and upload a logo image that meets Amazon's specifications.
• Amazon provides design templates — Pre-built templates with featured placement tiles are available, complete with imagery specifications to help sellers create professional-looking storefronts without needing a designer.
• Access via AMS dashboard — Once approved, sellers log into their AMS dashboard and navigate to the Store builder through the top center navigation to begin creating pages.

How the Setup Process Works

The Store page creation process begins with registering for an Amazon Marketing Services account at ams.amazon.com. Once the application is submitted, Amazon reviews it and activates the account within approximately two weeks. After activation, sellers log into the AMS dashboard where they can access the Store builder from the top navigation menu. The first step in the builder requires entering a brand display name and uploading a brand logo image, which serves as the foundation of the storefront's identity. With these elements in place, the full Store builder becomes available for designing and populating the page.

Design and Templates

Amazon simplifies the storefront design process by offering pre-built templates that include featured placement tiles. These templates come with specific image dimension requirements, ensuring that all visual assets display correctly across desktop and mobile devices. Sellers can use these templates as starting points and customize them to match their brand aesthetic. The template system is designed so that sellers without graphic design experience can still produce polished, professional-looking Store pages that align with Amazon's marketplace standards.