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. If you do not have a trademark, or you are a creator rather than a brand owner, our guide on how to create an Amazon storefront covers the Influencer route instead, which has no such requirement.
No trademark and no plans for one? You can still share a single link to everything you sell. It is less polished, and the section on finding your link below shows how to build it.
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.
How to find your Amazon storefront link
Four different URLs get called a storefront link, and which one you have depends on who you are.
| You are | Your link looks like | Where to get it |
|---|---|---|
| A brand with a published Brand Store | amazon.com/stores/YourBrand/page/… | Seller Central, Stores, Manage Stores |
| A brand with an approved vanity URL | amazon.com/yourbrand | Requested from Amazon, see below |
| An Amazon influencer or creator | amazon.com/shop/yourhandle | Your Influencer Program dashboard |
| A seller without Brand Registry | amazon.com/s?me=YourMerchantToken | Built by hand from your merchant token |
For a Brand Store, the quickest route is simply to open the live Store and copy the address from the browser bar. The Manage Stores page shows the same URL beside each published Store. Shoppers reach it through the “Visit the Store” link under the product title on any of your detail pages, so if that link exists, your Store is live.
For a seller without Brand Registry, there is no Store, but there is a page listing everything you sell. Find your merchant token in Seller Central under Account Info, in the business information section, and put it after amazon.com/s?me=. The result opens a search results page filtered to your offers. It carries no branding and can include ads, but it is one shareable link, and I’d use it until a trademark makes the real thing possible.
For an Influencer storefront, the handle is set when you are accepted into the program. Our guide on how to create an Amazon storefront covers that route end to end.
How to set up a custom URL for your Amazon storefront
The default Brand Store address is long, ends in a page identifier nobody can remember, and looks wrong on packaging. The custom version, amazon.com/yourbrand, is not a setting you can switch on. You request it.
- Publish the Store first. Amazon attaches the custom URL to a live Store, so a draft cannot have one.
- Contact support from the Amazon Ads console or Seller Central and ask for a Brand Store vanity URL, naming the brand and the Store. The exact entry point has moved over the years, so search the help pages for “vanity URL” if the menu has changed.
- Ask for your brand name as registered. Amazon generally ties the custom URL to the Brand Registry brand name. Generic words and names that collide with another brand are the usual refusals.
- Test it once it is granted. It points at the Store’s home page. If you want traffic to land on a specific subpage, use that page’s own URL, tagged through Attribution.
Expect a distinctive brand name to go through more easily than a common word, which is one more reason a distinctive trademark pays off beyond the legal protection. Worth doing if you plan to print the URL or say it out loud. Skip it if the link only ever lives behind a button.
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. That credit can decide which channels deserve to continue, so I’d run the numbers both with and without it before cutting anything. 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 guide to adding video to an Amazon listing covers the other places video can appear. 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, where each published Store shows its live URL, or open the Store and copy the address bar. Without Brand Registry, build a link to all your products from your merchant token: amazon.com/s?me= followed by the token from Account Info.
How do I set up a custom URL for my Amazon storefront?
Publish the Brand Store, then request a vanity URL through Amazon Ads or Seller Central support, asking for your registered brand name. It is granted on request rather than switched on, it points at the Store’s home page, and generic or conflicting names are usually refused.
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: September 26, 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.
