Ecommerce storefront

Ecommerce storefront: Build an online store on Amazon.com

Your ecommerce storefront is the face of your brand, online. With ecommerce, store owners are no longer limited by brick-and-mortar locations. No matter what point you’re at in your seller’s journey, Amazon can help you get your brand in front of more than 300 million customers.
woman holding a tablet looking at Amazon stores

Summary

Learn about what an ecommerce storefront is, the benefits of creating an online store, and how to build an Amazon Store. Whether you’re looking to launch a new brand or add another sales channel, Amazon has the tools you need to get started and scale.

Ecommerce stats

How much opportunity is there in ecommerce? Here are some stats on Amazon sellers:
  • In the 12 months ended May 31, 2020, small and medium-sized businesses (SMBs) in the U.S. sold more than 3.4 billion products in Amazon’s store, up from 2.7 billion the previous year
  • Amazon has invested more than $30 billion—between 2019 and 2020—in logistics, tools, services, programs, and people to foster the growth of sellers
Adding an ecommerce sales channel can help make products and services more accessible to online audiences. An ecommerce store is a path towards growth, whether you are:
  • Starting a new business from scratch and ready to introduce your brand to the world
  • Looking to take your brick-and-mortar store online
  • Growing a business by adding another ecommerce sales channel into your online mix
  • Interested in starting a side gig by selling artisan or handmade creations, or other products
  • An existing business seeking to integrate another ecommerce store with your website
Let’s explore what an ecommerce storefront is, how it can help boost sales, and how to build a successful online store.
man looking at the New Republic brand storefront on Amazon

What is an ecommerce store?

An ecommerce storefront is an online solution for business owners to advertise and sell products and services over the internet. Ecommerce (or electronic commerce) makes the exchange of goods and services a streamlined process by allowing customers to conveniently browse products, place orders, and initiate deliveries all through an electronic device. Ecommerce is one way among many that people buy and sell things in retail.

A business may use just one sales channel, such as a website or a store on Amazon. Or, you may choose to add ecommerce as another sales channel as you grow your business.

For example, Anker Technologies started out as a small ecommerce business in Amazon’s store. As sales ramped up, they added additional sales channels like their company storefront. Continuing to expand their reach, today Anker is a worldwide venture.

Did you know?

You can build your own branded ecommerce experience with Amazon Stores.

Feature your brand and products in a multipage, immersive online store with your own Amazon.com web address. Amazon Stores allows sellers with a Professional seller account to create and customize a dedicated brand destination in Amazon’s store at no cost.

Building an ecommerce store on Amazon: Is it right for you?

If you’re looking for a way to showcase products and reach new customers, an Amazon Store could be an excellent ecommerce solution for your business.

"Our main concerns with Amazon were us being able to control the message and us being able to control the experience for the consumer. We found that the tools, features, and everything we can do within the branded storefront can mimic what we’re doing on our website." –Susan Peterson, Freshly Picked.

Create an online store from scratch

Amazon makes creating an online store straightforward from start to finish. No design or coding experience? Not a problem.

Amazon 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.

See how to create a custom ecommerce store on Amazon.

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 by using apps and services available from the Amazon Partner Network:
  • Add an ecommerce solutions connector app. Integrate additional ecommerce sites with Amazon for quicker listing, improved order management, cross-channel inventory sync, and more.
  • Add a Multichannel Fulfillment app with complete solutions for multichannel Amazon sellers. Manage logistics such as 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 all the 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.

Monetize your audience

If you’ve built a social media following, you can monetize your audience with an influencer storefront. The Amazon Influencer Program allows you to create your own page with an exclusive URL, share your recommendations with your followers, and earn rewards on qualifying purchases.
laptop and mobile view of the Hope & Henry storefront on Amazon

What are the benefits of building an Amazon store?

Small companies just getting into business and large brands looking to expand internationally can both benefit from starting an ecommerce store. An online shop is less expensive compared to running a traditional store, with relatively low startup costs and maintenance fees. Either on its own or in addition to a physical shop, an ecommerce store is always open.

In addition to other ecommerce benefits, the potential for scalability is high in ecommerce. You can tap into a vibrant online community and connect with a vast network of entrepreneurs through Amazon Seller Forums. Seller University is also available to help you keep learning and growing with online tutorials.

Here are a few of the biggest upsides to building a store with Amazon.

Reach millions of customers

With an Amazon store, you have the opportunity to launch products in front of 300 million customers worldwide.

Open your virtual doors to the world

According to the 2019 Amazon Consumer Shopping Study, 75% of Amazon customers use Amazon to discover new products or brands.

Tell your brand story

In the same study, it showed 52% of shoppers are more willing to buy an unfamiliar brand on Amazon.

All the tools you need to launch in one place

Set up and customize an ecommerce store, start seeing sales, and scale with the help of Amazon tools.
Another powerful tool for growing your online brand? Product reviews. According to RetailWire, research shows customers trust online reviews as much or nearly as much as recommendations from family and friends. Reviews also give you a chance to:
  • Get feedback on products
  • Connect and engage with customers
  • Increase conversion rates

Infrastructure to boost store efficiency

With an online store, the smallest details can make a huge difference to your bottom line. Amazon’s built-in ecommerce infrastructure is designed to optimize every step of the buyer’s journey and includes:
Faithfully manage your orders and stay on top of sales to track performance. Check out the numerous business tools Amazon offers, including helpful guides such as the Ecommerce Business Guide and Build an Online Store on Amazon. These resources will help you learn how to monitor feedback and performance and grow your online store.

You can also lean on Amazon for fulfillment and shipping logistics to help you store, package, and ship products. Brand owners may be eligible to participate in FBA Subscribe & Save, which lets Amazon customers sign up for recurring scheduled deliveries of products.

Meanwhile, if you need help with account management, returns, advertising, and other activity, the Amazon Partner Network can connect you to trusted vendors.

Did you know?

Amazon Storefront and Amazon Store mean different things and support your brand in different ways.

An Amazon Store is your brand home within Amazon. It’s a custom multipage shopping destination for individual brands to share their story and offerings. Sellers enrolled in Amazon Brand Registry can create a dedicated Store within Amazon at no additional cost with a unique Amazon URL.

Amazon Storefronts are hand-picked destinations showcasing top products from Amazon sellers. Storefronts opened in 2018 to empower small companies and provide a curated destination to shop exclusively from American small and medium-sized businesses.

What is the Amazon store builder and how does it work?

The Amazon store builder allows you to create your own branded look and feel in Amazon’s store. You’re in the driver’s seat as you craft a unique customer experience.

How to set up an online store in 5 steps

  1. Create a seller account and choose a Professional selling plan.
  2. Set up your brand on Amazon by enrolling in Amazon Brand Registry.
  3. Start building a store. In Seller Central, find the Stores tab, click “Manage Stores,” then “Create Store,” and choose your brand.
  4. Customize to match your brand’s personality and convey your story by adding images, videos, and infographics. Be sure to review Amazon’s creative guidelines for stores.
  5. Launch by submitting a store for publishing. The moderation process can take several days, so keep an eye on the Status Bar to monitor progress.
Woman looking at the Adidas brand storefront on Amazon

How to grow online sales

Once you’ve set up your online storefront and start seeing sales come in, it’s time to set your sights on growth and scalability.

You can increase traffic using performance advertising, off-Amazon channels, and other techniques, such as adding your brand’s byline on product detail pages. Here are a few ways to connect with new customers and increase sales:

Ecommerce marketing:

Store optimization:

  • Help customers find you with your brand’s byline and custom URL.
  • Optimize organic marketing to help customers discover you in Amazon’s store.

Performance tracking:

Customer engagement:

These are just a few examples of ways to promote your online brand. There are many others, from providing excellent customer service to traditional advertising methods. Check out Seller University for a broad range of ideas, tips, and resources, including how to build your brand through Amazon advertising.

Consult this Ecommerce Business Guide for an in-depth exploration of different tactics for growing sales online.

Pro Tip

Introduce new audiences to your business and build lasting connections

The customer journey can vary case by case and across channels. You can build loyalty and develop lasting connections by helping customers get to know your brand through educational content and by differentiating yourself from competitors. Learn how consideration advertising builds brand awareness as part of a full-funnel marketing strategy.

FAQ

What is an ecommerce storefront?
An electric storefront is an online solution for business owners to advertise and sell products and services over the internet.

Amazon Storefront and Amazon Store mean different things and support your brand in different ways:
  • An Amazon Store is a custom multipage shopping destination for individual brands to share their brand story and product offerings. Businesses can create a dedicated brand store within Amazon at no additional cost with a unique Amazon URL.
  • Amazon Storefront is a hand-picked destination showcasing top products from Amazon sellers. Storefronts opened in 2018 to empower small companies and provide a curated destination to shop exclusively from American small and medium sized businesses.
Can I start an ecommerce store?
Yes! Whether you want to get the next big tech idea out into the world or solve a common problem with your new invention, an ecommerce store is a great way to sell directly to consumers. Learn more about how Amazon Stores can help you showcase products.
How ecommerce store owners have found success on Amazon
How do I create an ecommerce storefront?
With Amazon Stores, you can enjoy a DIY solution: Curate the look and feel, build brand value, promote, and integrate all in one place. To get your brand in front 300 million customers worldwide, register your brand and build a store.
How do I make an ecommerce storefront in Amazon’s store?
The Amazon Store builder allows you to create your own branded look and feel in Amazon’s store. You’re in the driver’s seat as you craft a unique customer experience.

Creating a custom storefront in Amazon’s store starts with registering your brand and creating a seller account. Once you’ve set up your online storefront and start seeing sales come in, Amazon offers many tools to help foster growth and scalability.

Learn more about building an online store featuring your brand.
How ecommerce store owners have found success on Amazon
What is the Amazon Store builder and how does it work?
Amazon’s online store builder makes creating a custom storefront straightforward from start to finish. Design a beautiful Store in Amazon’s store with predesigned templates—no coding experience necessary.

Customize with text, images, and video to share your brand story through multiple interactive pages. Consult this guide on how to get started with Stores for a little inspiration.

See how to create custom storefronts on Amazon.
Can I sell internationally online?
Yes, and Amazon Global Selling can give you a competitive advantage. With access to hundreds of millions of customers worldwide, you can share products with the world on a global scale with Amazon.
Sell worldwide with Amazon
Do I need to have a warehouse for an ecommerce business?
No, you have options. Choose a fulfillment strategy depending on your business goals. Many sellers choose a combination of storage, packing, and shipping options tailored to their needs.
  • If you sell in Amazon’s store, Fulfillment by Amazon can help you outsource inventory management and order fulfillment.
  • If you are selling through multiple channels, Amazon’s multi-channel fulfillment options can help with integration.
How ecommerce store owners have found success on Amazon
Can I use my own coding for a store on Amazon?
No, but Amazon’s online Store builder tools allow you to create a branded store experience. The Store builder also supports integration to help you connect across ecommerce channels. By integrating Amazon with your existing sales channels, you can expand your sales potential and customer base through the Amazon Partner Network. For example, you can:
  • Add an ecommerce solutions connector app. Integrate additional ecommerce sites with Amazon for quicker listing, improved order management, cross-channel inventory sync, and more.
  • Add a Multichannel Fulfillment app with complete solutions for multichannel Amazon sellers. Manage logistics such as order listings, inventory, shipping, and product reviews all on one dashboard.
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 Petersenchairwoman and chief brand officer, Freshly Picked
What products should I sell on my online store?
Think about your strengths and what matters to you. Do you have a solution to a common problem, a new invention, or a niche product you want to sell? Products, services, B2C, B2B—let your imagination take the lead. Take inspiration from this list of online business ideas and hear from entrepreneurs who have found success online.

Ready to take the next step?

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Ecommerce storefront