Get helpful tips on launching your store
Building an online store can be a challenge when starting an ecommerce business. Whether you’re creating your own website or building a dedicated space on an ecommerce website, establishing an effective online presence takes time and resources. But, the right strategies and tools can simplify the process and help you create an online destination that resonates with customers and helps boost sales.
Here, you’ll learn:
Here, you’ll learn:
- Options for building an online store
- How to set up an online store
- Tips for choosing the right ecommerce site for your storefront
- Benefits of creating an Amazon storefront
- How to set up an Amazon storefront
Two ways to launch your online store
Building an online store requires choosing the right approach for your business needs. Here are two primary options to consider: an ecommerce site or a custom build.
Ecommerce site
Ecommerce sites simplify the process of setting up an online store or storefront. They provide user-friendly interfaces, customizable templates, and integrated payment options. These features make them a suitable choice for those without extensive technical knowledge.
A key advantage of these sites is that they manage hosting, security, and updates. They can also allow you to reach their already established customer base. This means that they often include recurring costs like monthly fees. Depending on the site, customization might also be limited unless you invest in higher-tier options.
A key advantage of these sites is that they manage hosting, security, and updates. They can also allow you to reach their already established customer base. This means that they often include recurring costs like monthly fees. Depending on the site, customization might also be limited unless you invest in higher-tier options.
Custom website
If you want oversight on your store’s design and functionality, building a custom website is an attractive option. This approach offers flexibility and customization, catering to specific branding or feature needs.
A custom website allows for a unique user experience, but requires a significant investment of time and resources. You might need to hire developers and designers, manage hosting, and ensure site security independently. Though setup can be complex, it offers the potential for long-term scalability and adaptability.
Choosing the right path depends on your business goals, budget, and technical skills. Each method has its advantages, so consider what aligns best with your vision for your online store.
A custom website allows for a unique user experience, but requires a significant investment of time and resources. You might need to hire developers and designers, manage hosting, and ensure site security independently. Though setup can be complex, it offers the potential for long-term scalability and adaptability.
Choosing the right path depends on your business goals, budget, and technical skills. Each method has its advantages, so consider what aligns best with your vision for your online store.
Did you know?
More than 60% of sales in the Amazon store come from independent sellers
In 2023, these US-based sellers sold over 4.5 billion items, averaging 8,600 items every minute. They also achieved more than $250,000 in annual sales on average.
11 steps to build your online store
Whether you choose an ecommerce site or a custom website, these steps will guide you through the process:
1. Define your business goals
Start by clarifying what you want to achieve with your online store. Consider your target audience, product offerings, and long-term vision. This will provide a clear direction as you move forward.
For example, if you launch a store focused on eco-friendly products, your goal might be to become a leading supplier of sustainable goods for environmentally conscious shoppers.
For example, if you launch a store focused on eco-friendly products, your goal might be to become a leading supplier of sustainable goods for environmentally conscious shoppers.
2. Conduct market research
Investigate your industry and competitors to understand market trends and customer preferences. This insight will help refine your product offerings and differentiate your store.
For example, you could research competing eco-friendly stores to understand their product range, pricing strategies, and customer reviews to identify gaps and opportunities in the market.
For example, you could research competing eco-friendly stores to understand their product range, pricing strategies, and customer reviews to identify gaps and opportunities in the market.
3. Plan your store or storefront structure
Outline the categories, product pages, and navigation flow for your store. A well-structured layout enhances the user experience and makes your site easy to navigate.
For example, you could create a sitemap with categories like “Home Essentials,” “Apparel,” and “Beauty Products” for an eco-friendly store to ensure easy navigation for customers seeking specific products.
For example, you could create a sitemap with categories like “Home Essentials,” “Apparel,” and “Beauty Products” for an eco-friendly store to ensure easy navigation for customers seeking specific products.
4. Choose your store or storefront location
Decide between an ecommerce site or a custom website based on your technical skills, budget, and customization needs. Consider factors like ease of use, scalability, and cost.
For example, you could opt for an ecommerce site if you have limited technical skills, or a custom website if you require unique features like a custom-built product configurator.
For example, you could opt for an ecommerce site if you have limited technical skills, or a custom website if you require unique features like a custom-built product configurator.
5. Design your store or storefront
Focus on creating a visually appealing and brand-consistent design. Whether using templates on an ecommerce site or designing from scratch, ensure your store is user-friendly and mobile-responsive.
For example, you could use a green and earthy color palette for your eco-friendly store to reflect your brand values and create an inviting atmosphere that resonates with the intended audience.
For example, you could use a green and earthy color palette for your eco-friendly store to reflect your brand values and create an inviting atmosphere that resonates with the intended audience.
6. Set up payment and shipping options
Integrate secure payment gateways and establish clear shipping policies. This step is crucial for building trust with customers and ensuring smooth transactions.
For example, you could offer shipping options, like standard, express, or eco-friendly packaging, to cater to various customer preferences.
For example, you could offer shipping options, like standard, express, or eco-friendly packaging, to cater to various customer preferences.
Learn the lingo:
Payment gateway
A payment gateway is a service that processes credit card payments for online and traditional brick-and-mortar stores. It acts like a bridge between your store and the bank, ensuring that customer transactions are smooth and secure.
7. Develop and upload content
Create compelling product descriptions, enhanced images, and engaging content. Ensure your content is optimized for search engines to enhance visibility.
For example, you could write engaging product descriptions that highlight the sustainable features of your products, and include enhanced images that showcase their eco-friendliness.
For example, you could write engaging product descriptions that highlight the sustainable features of your products, and include enhanced images that showcase their eco-friendliness.
8. Test your store
Before launch, thoroughly test your store’s functionality, including navigation, checkout process, and mobile compatibility. Address any issues to ensure a seamless customer experience.
For example, you could perform a test purchase to ensure the checkout process is smooth and that the website is responsive across different devices.
For example, you could perform a test purchase to ensure the checkout process is smooth and that the website is responsive across different devices.
9. Launch your store
Once testing is complete, go live with your store. Announce the launch through your marketing channels to attract initial traffic and customers.
For example, you could announce the grand opening of your store through social media and email marketing, offering a discount on the first purchase to attract initial customers.
For example, you could announce the grand opening of your store through social media and email marketing, offering a discount on the first purchase to attract initial customers.
10. Market and promote your online store
After launching your online store, focus on attracting customers and driving sales through effective marketing strategies. Activities to consider:
- Develop a comprehensive marketing plan that outlines your goals, audience, and the channels you’ll use to reach customers.
- Use social media platforms to engage with your audience through content and ads.
- Build an email marketing list to nurture relationships with subscribers.
- Optimize for search engines (SEO) with keyword-rich product descriptions and web pages.
- Use paid advertising to drive more traffic.
- Create engaging content that resonates with customers to establish your brand as an authority in your niche.
For example, if your store specializes in eco-friendly products, you could create a marketing plan that targets environmentally conscious shoppers. Use social media to share tips on sustainable living, build an email list by offering exclusive eco-friendly guides, and optimize your site with keywords like “sustainable products” to improve search visibility. Additionally, create blog content that highlights the benefits of eco-friendly choices, positioning your brand as a leader in sustainability.
11. Monitor and optimize
After launching, track your store’s performance using analytics tools. Regularly update your content and design based on customer feedback and data insights to help improve the user experience and drive sales.
For example, you could use analytics tools to track which eco-friendly products are most popular, and update your inventory and marketing strategies to boost sales and customer satisfaction.
For example, you could use analytics tools to track which eco-friendly products are most popular, and update your inventory and marketing strategies to boost sales and customer satisfaction.
Did you know?
Amazon storefronts can lead to more sales
Shoppers who visit a storefront during their shopping journey purchase 53.9% more frequently, have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who don’t visit a storefront*.
*Amazon internal data, August 2024
10 tips for choosing the right ecommerce site
With so many ecommerce website options available, you should evaluate your needs and goals carefully.
Here are some tips to help you choose the right ecommerce site for your business:
Here are some tips to help you choose the right ecommerce site for your business:
- Assess your business needs: Determine the specific requirements of your business, like the types of products you’ll sell, the volume of transactions, and any unique features you need. This assessment will help narrow down options that can accommodate your business model effectively.
- Evaluate ease of use: Look for a site that offers a user-friendly interface, both for you and your customers. The setup process should be straightforward, allowing you to manage your store with ease, even if you have limited technical skills.
- Consider scalability: Choose an ecommerce site that can grow with your business. As customer reach and product range expand, the site should be able to handle increased traffic and inventory without compromising performance.
- Review customization options: Ensure the site provides flexibility in design and functionality to match your brand identity. This ability includes customizable templates, themes, and the ability to add new features as your business evolves.
- Check for mobile responsiveness: With a growing number of shoppers using mobile devices, it’s crucial to select a site that offers a seamless experience on smartphones and tablets. Test how your store will look and operate across different devices.
- Analyze payment and shipping options: The site should support multiple payment gateways and provide various shipping options to cater to different customer preferences. This flexibility can enhance the user experience and boost sales.
- Examine SEO and marketing tools: Opt for an ecommerce site with robust SEO features and marketing integrations. Tools that help improve your search engine rankings and streamline your marketing efforts are essential for driving traffic and sales.
- Prioritize security features: Security is paramount for protecting customer data and transactions. Ensure the site complies with industry standards and offers features like SSL certificates and fraud protection.
- Consider support and resources: Check the availability of customer support and resources, like tutorials, forums, and help centers. Reliable support can be invaluable when troubleshooting issues or learning how to maximize site features.
- Explore integration capabilities: Look for a site that easily integrates with other tools and services you use, like inventory management systems and accounting software. This integration can streamline operations and improve overall efficiency.
What are the benefits of building an Amazon store?
Setting up a storefront with Brand Stores allows you to create a unique shopping destination for your brand. Using the Store builder, you can design a ministore within Amazon to showcase your products and tell your brand’s story. This tool lets you create a multipage experience with text, images, and videos to engage customers and highlight what makes your brand special. You also get a custom web address for marketing, and you can track performance metrics like page visits and sales to optimize your store.
Here are more benefits of building your storefront with Amazon:
Here are more benefits of building your storefront with Amazon:
- Trust: In 2022, Amazon was ranked the most trusted brand by US consumers.
- Ease of setup: Amazon’s self-service Store builder makes it easy for anyone to create their own storefront—no coding or design expertise required. Templates allow you to create a customized shopping experience with text, images, and video. Like R+Co hair products, you can share your story and showcase your unique brand with multiple interactive pages. You can also manage your storefront and business details on the go using the Amazon Seller app.
- Customization options: While maintaining consistency with the overall Amazon brand, you can customize your storefront with your logo, branding colors, and product images to create a unique shopping experience for customers.
- Mobile optimization: Storefronts are specifically designed to ensure a seamless shopping experience across all devices. This lets customers easily browse and make purchases, whether they’re using a desktop, tablet, or smartphone.
- Marketing tools: Amazon offers various marketing tools to help promote your storefront and products. These tools let you create cost-per-click ads, promotions, coupons, deals, and more to help drive traffic to your brand.
- Data insights: The insights dashboard provides data and analytics to help you track the performance of your storefront and make informed decisions about optimizing it and your product offerings.
- Ecommerce infrastructure: Amazon’s built-in ecommerce infrastructure optimizes the customer journey with secure payment options, checkout optimization to reduce cart abandonment, and automation of repetitive tasks to keep your business running smoothly. You can also rely on Amazon for fulfillment and shipping logistics to store, package, and ship products through Fulfillment by Amazon (FBA).
- Support and growth: The Service Provider Network connects you with trusted third-party providers for account management, returns, advertising, and more. Online tutorials are also available to help you learn and grow your business.
Overall, Amazon offers a comprehensive suite of tools and services that can help you create a customized shopping experience in a trusted store, which could pave the way for growth and success for your business.
How to create an online storefront on Amazon: 5 steps
Whether you’re a seasoned seller or just starting out, these steps will help you set up your own Amazon storefront.
1. Sign up to sell, enroll your brand, and register for sponsored ads
Sign up for a selling account, or log in to Seller Central if you already have one. Ensure you have a Professional selling plan.
Next, enroll your brand in Amazon Brand Registry and register for sponsored ads.
Next, enroll your brand in Amazon Brand Registry and register for sponsored ads.
2. List your products
If the product you want to sell is already in the Amazon store, in most cases you can use its product ID, or GTIN, to match an offer to the existing product detail page. If a product isn’t already in the Amazon store, you’ll need to create a new product detail page. Professional sellers can also match or create product listings in bulk.
When building your storefront, you can either handpick products you’ve listed to feature in your storefront or use dynamic widgets to populate different product displays automatically, like best-selling products or recommendations based on visitor behavior.
When building your storefront, you can either handpick products you’ve listed to feature in your storefront or use dynamic widgets to populate different product displays automatically, like best-selling products or recommendations based on visitor behavior.
3. Create an Amazon storefront
Here’s a quick tutorial, along with some tips for using the Store builder to create an online home for your brand:
- In the main menu of Seller Central, hover over Stores, select Manage Stores, then Create Store.
- Create your homepage, which includes noting your brand name, adding a high-quality brand logo, and completing the page meta description.
- Choose a storefront format. You can pick from three templates, each with adjustable tiles for images, text, video, and other content:
- Product collection: Display a collection of related products, highlight a particular shopping theme, or give shoppers a complete view of your catalog.
- Marquee: Include a curated product display of multiple subcategories with additional space for imagery, product descriptions, and customer quotes.
- Product highlight: Promote specific products in your catalog (like bestsellers or new launches), making them more visible to shoppers.
- Build subpages. You can add up to three levels of subpages to your storefront to better tell your brand story and highlight your offerings. Select Page Manager, then Add a page to build your storefront:
- For each page, you can enter the page name and description, and choose a page template.
- Each page can navigate to a different page within the storefront, up to three levels deep. For example, you could have a page to cover different features, product categories, or best sellers.
- Use the Tile Manager to add and arrange content on the page. You can use a combination of images, text, and video to create an engaging experience for shoppers.
- Check the Preview Window to see how the storefront will appear for desktop and mobile browsers. Select an individual tile within the page to edit.
- Once you’ve finished building the storefront, ensure it meets Stores creative guidelines and select Submit for publishing. The moderation review can take up to 24 hours, and you can check on status through the status bar in Store builder. If approved, your storefront will be published automatically.
Once published, you can also create multiple versions of your storefront with the ability to schedule when new versions go live. With this feature, you can design in advance and schedule unique versions of your storefront for special events, new product launches, or seasonal updates.
To see how your storefront is performing, return to Store builder anytime and navigate to Insights to track page views, sales, and more. You can also use the Store builder to make ongoing edits and updates to the storefront as needed.
To see how your storefront is performing, return to Store builder anytime and navigate to Insights to track page views, sales, and more. You can also use the Store builder to make ongoing edits and updates to the storefront as needed.
4. Enhance product listings with A+ Content
A+ Content is a tool that helps you showcase your products and share your brand’s story by adding videos, enhanced images, customized text placements, shoppable product-comparison charts, and more to your product detail pages. Use this tool to enhance your listings, drive brand awareness, encourage repeat purchases, and increase sales.
When you add a product to your Amazon storefront, customers will see the offer on a product detail page. The standard version looks something like this:
With A+ Content, you can enhance product detail pages by adding your branding and other flourishes to create something like this:
5. Drive traffic to your virtual doorstep
Once you’ve built an online storefront, take advantage of performance advertising and ecommerce marketing strategies to reach more customers, including:
- Cost-per-click (CPC) product ads
- Deals, coupons, and promotions
- Social media marketing
- Email and blog content
You can use a mix of these and other techniques, like SEO, to increase brand awareness. For example, you can use social media to drive traffic to your blog. Then at the end of blog posts, encourage visitors to sign up for your monthly email newsletter. In your newsletters, offer tips and advice, along with promotions and coupons for products available in your ecommerce store.
Integrate with an existing online store or ecommerce website
Is your brand already online? You can integrate Amazon with your existing sales channels. Expand your sales potential and customer base using the Selling Partner Appstore:
- Add an ecommerce solutions connector app. Integrate additional ecommerce sites with Amazon for quicker listing, improved order management, cross-channel inventory syncing, and more.
- Add a multi-channel fulfillment app with complete solutions for multi-channel Amazon sellers. Manage logistics like order listings, inventory, shipping, and product reviews all on one dashboard.
Learn the lingo:
Multi-channel fulfillment
Multi-channel fulfillment is the process of managing and fulfilling orders across multiple channels where customers can purchase your products. Having a multi-channel fulfillment solution can help you diversify your sales channels while keeping your order fulfillment process manageable.
For sellers enrolled in FBA, Amazon’s Multi-Channel Fulfillment (MCF) provides fast, reliable fulfillment for multiple ecommerce sales channels in as fast as two days.
For sellers enrolled in FBA, Amazon’s Multi-Channel Fulfillment (MCF) provides fast, reliable fulfillment for multiple ecommerce sales channels in as fast as two days.
Monetize your audience
If you’ve built a social media following, you can monetize your content with an influencer storefront. The Amazon Influencers program allows you to create your own page with an exclusive URL, share your recommendations with your followers, and earn rewards on qualifying purchases. You can also host shoppable livestream events where you can introduce new products, make tailored recommendations for customers, and more.
Launch and grow a storefront online
Get started with an ecommerce storefront to grow your business and achieve higher sales.
How ShadesDaddy keeps the family tradition of entrepreneurship alive
"Since we started selling on Amazon, the business has completely changed. We were able to scale a lot quicker and able to hire a lot more people."
Pablo Palatnik
Founder, ShadesDaddy
Helpful resources
Whether you’re looking to start a new brand, expand an existing brick-and-mortar business, or increase ecommerce sales, here are some resources to support your path to success.
Frequently Asked Questions
What is an ecommerce store?
An ecommerce store is an online destination where businesses can sell their products and services. Customers can browse and order products online, then get them delivered to their home. Businesses can choose to sell through a single online channel like their own website, an ecommerce site like Amazon, or they can sell through a variety of online channels.
What is an Amazon storefront?
An Amazon storefront is a personalized online space for brands to display and sell their products in the Amazon store. It lets businesses create a unique shopping experience by customizing their page to showcase their brand and products, making it easier for customers to find and buy what they need.
What are the requirements to have an Amazon storefront?
To create an Amazon storefront, a brand must have a Professional selling plan. They must also enroll in Amazon Brand Registry and register for sponsored ads.
Do you need an LLC to open an Amazon storefront?
No, you can begin as a sole proprietor and later register as a Limited Liability Company (LLC) if you like. But an LLC isn’t required for creating or managing an Amazon storefront.
What does it cost to start a Store on Amazon?
Creating a storefront is free. But to build a storefront in the Amazon store, you'll need a Professional selling plan, which has a monthly subscription fee, plus selling fees. Other optional costs can vary based on how you choose to manage and promote your storefront, and which services and programs you enroll in. Learn more about Amazon selling costs.
Can I use my own coding for a store on Amazon?
No, Amazon storefronts are created using templates and tools provided by Amazon. However, you can personalize your storefront and create a unique branded experience by using the customization features Amazon offers, like adding your logo, product images, descriptions, and more.
"We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website."
Susan Petersen
Chairwomen & Chief Brand Officer, Freshly Picked
Start selling today
*A Professional selling account is $39.99 a month + selling fees. Learn more
