An Amazon storefront link is the URL of your Amazon Brand Store, the multi-page branded destination Amazon gives enrolled brands. It usually takes the form amazon.com/stores/YourBrand, and it is the only Amazon URL that shows your whole catalog without a competitor advertisement anywhere on the page.
You need Brand Registry to have one, which means a registered trademark. There is no route around that, and any service claiming otherwise is selling you something that will not survive contact with Amazon.
This guide covers what the link actually is, how to get it, where to use it, and the one setting that decides whether external traffic to it makes or loses money. We build and run Brand Stores for client brands as an Amazon Ads partner and an Amazon SPN Verified Partner, so the last part is the part I’d read twice.
What the link actually gives you
A product detail page sells one item and carries competitor advertising. A Brand Store carries neither problem.
- Your logo, colors, imagery, and layout, controlled by you
- Multiple pages, so you can group products by use case rather than by category
- Video, lifestyle content, and shoppable images
- No competitor ads on the page
- A clean, memorable URL you can put anywhere
- Store Insights reporting showing visitors, views, sales, and traffic source
The last one is easy to skip past and it is the reason this link matters strategically. A storefront link is measurable in a way a detail page URL is not. You can see which external source sent traffic and what it did afterward, which turns off-Amazon marketing from a guess into a channel.
How to get your Amazon storefront link
Four steps, and the first one is the long one.
1. Get into Brand Registry
You need a registered or pending trademark, an active seller or vendor account, and an approved Brand Registry application. Brand Registry itself is free.
The trademark is the bottleneck. Registration timelines vary by office and have lengthened in recent years, so plan in quarters rather than weeks. Amazon’s IP Accelerator can shorten the wait to Brand Registry benefits considerably, since it grants access on a pending application through participating law firms. Our guide to Brand Registry covers the enrollment process and our guide to IP Accelerator covers whether that shortcut is worth taking.
2. Open the Store builder
In Seller Central, go to Stores, then Manage Stores, then Create Store. Select your brand, add your logo, and choose a homepage template.
3. Build the pages
This is where most Stores go wrong, so it deserves more than a sentence. Group products by the problem they solve rather than by product type, because shoppers arrive thinking about their situation rather than your catalog structure. Give every page a reason to exist and delete any that does not have one.
Keep the navigation to a handful of clear pages. In our experience a four page Store that a visitor can hold in their head outperforms a twelve page Store nobody explores.
4. Submit and publish
Amazon reviews the Store before it goes live, typically within a few days. Once approved you have your link.
A cleaner vanity URL of the form amazon.com/yourbrand is available on request through Amazon rather than automatically, and it is worth asking for if you intend to print it or say it out loud.
The part that decides whether external traffic pays
Two settings turn a storefront link from a nice URL into a measurable channel. Skipping them is the most expensive omission I see brands make.
Amazon Attribution. Generate a tagged version of your storefront link for each external source, then use that tagged link rather than the plain one. Without it, external traffic is a rumor. With it, you can see which creator, campaign, or channel actually produced sales.
Brand Referral Bonus. Brand Registered sellers who drive external traffic to Amazon can earn a credit against referral fees on the resulting sales, averaging around 10% of qualifying sales. It requires Attribution tagging, which is why the two settings belong together.
Run the arithmetic. External advertising that looks marginally unprofitable at full referral fees frequently becomes viable once that credit is applied. We tested campaigns before and after enabling it and it changed which channels we would recommend continuing. I have seen it left unclaimed far more often than claimed.
Where to use the link
Creator and influencer campaigns. Send creators to the Store rather than one listing. They can show a range, and shoppers browse rather than bouncing when the single item is not quite right.
Social profiles. A clean brand destination for bio links and profile buttons.
Email and SMS to your own list. Product launches, restocks, seasonal collections. Note that this means your own list, built on your own property. Amazon order data cannot be used for marketing, as our guide to the Amazon sales funnel explains.
Sponsored Brands ads. These can point at your Store or a specific Store page rather than a product listing, which is one of the most underused settings in Amazon advertising. Sending a shopper who clicked a range advertisement to a curated page beats sending them to one item.
Off-Amazon advertising. Google, Meta, and similar, with Attribution tagging applied. Our comparison of DV360 and Google Ads covers the platform question.
Packaging and print. Where the vanity URL earns its keep.
Making the Store actually convert
Getting the link is administrative. Making it work is not.
Write a hero section that says something. The top of the page is your one chance to explain why this brand exists. Specific beats aspirational every time. A line naming who the product is for and what problem it solves outperforms a slogan.
Build collections around intent. For fitness equipment, sections like beginner essentials or small space setups work far better than resistance bands and dumbbells.
Show the product in use. Lifestyle photography and short video hold attention that a white background image does not. Our listing image and photography work covers producing it.
Design for a phone. Most Amazon shopping happens on mobile. Preview every page at phone width before publishing, because a layout that reads well on a laptop can be unusable on a handset.
Read Store Insights monthly. Visitors, views per visitor, sales, and traffic source per page. Pages nobody visits should be merged or removed rather than left as evidence of effort.
What a storefront link will not do
Two honest limits.
It will not generate its own traffic. A Store is a destination, not a source. Without advertising, creators, or an audience you already have, it sits there. I’d build it when you have somewhere to send from, not before.
It will not rescue weak products. A beautiful Store around listings that convert badly produces a beautiful bounce rate. Fix the product detail page first, since that is where the sale actually happens.
If you want the Store designed, the ads pointed at it, and the Attribution and Brand Referral Bonus configured properly, that sits across our account management and advertising management services.
FAQ
What is an Amazon storefront link?
The URL of your Amazon Brand Store, typically in the form amazon.com/stores/YourBrand. It leads to a multi-page branded destination showing your whole catalog with no competitor advertising on the page, available only to brands enrolled in Amazon Brand Registry.
Do I need Brand Registry for an Amazon storefront?
Yes. Brand Stores are a Brand Registry benefit, which requires a registered or pending trademark and an approved application. Brand Registry itself is free, but the trademark takes time, and IP Accelerator can shorten the wait through participating law firms.
How do I find my Amazon storefront link?
Open Stores in Seller Central, then Manage Stores. Your published Store shows its live URL there. A shorter vanity URL of the form amazon.com/yourbrand can be requested from Amazon rather than generated automatically.
How long does Amazon take to approve a Brand Store?
Usually a few days after submission, though review times vary. Amazon checks the Store against its content policies, so avoid unsupported claims and competitor references, which are the most common reasons for rejection.
Can I send Google or social ads to my Amazon storefront?
Yes, and it is often the better destination than a single listing. Tag the link with Amazon Attribution so you can measure it, and enroll in the Brand Referral Bonus so you earn a credit against referral fees on the resulting sales.
Does an Amazon storefront help with ranking?
Indirectly. Stores do not rank in Amazon search themselves, but the traffic and sales they generate contribute to product performance. The clearer benefit is measurement and conversion on external traffic rather than organic ranking.
Last updated: August 29, 2026. Amazon Brand Registry requirements, Store builder features, Attribution setup, and Brand Referral Bonus terms change. Seller Central and the Amazon Ads console carry the current terms for your account.
