5 Things You Need To Create Amazon Storefronts That Convert
Picture the last time you clicked an ad, landed on a brand's Amazon storefront, and had no idea what to do next. A logo up top, a banner, then just... products. No direction, no story, nothing pulling you toward checkout. You probably left within seconds.
That's not a storefront. That's a parking lot for products nobody bothered to optimize for sales.
A storefront isn't a place you showcase all your products. Done right, it's a funnel that takes a shopper who doesn't know you yet and walks them, step by step, toward checkout, without you having to pay for another click to get them there.
Quick summary: How to create Amazon Storefronts that convert
Simplify your navigation: shoppers should understand your entire catalog in one glance and reach what they want in one or two clicks, max.
Design mobile-first: most Amazon shopping happens on a phone, so your storefront needs to load and function like it too.
Win the top of the fold: your USP, your best sellers, and your strategy all need to land before anyone scrolls
Tell your story with visuals, not text: 90% of what a shopper takes in is visual. Let the images carry the weight.
Place your products with intention: where you put shoppable images, bestsellers, and native Amazon modules throughout the page matters as much as what's on it.
What we'll cover:
1. Make your navigation super simple for shoppers
Everything else I'm about to tell you sits on top of this. If your navigation is confusing, nothing else matters.
Here's how I think about it: can a shopper understand what your catalog consists of in one glance? If you've got less than 10 products, don't overthink it. Just show them, right there on the homepage. If you've got more than 10, you need a clear way to categorize your catalog so people land on a simple subpage after they hit your homepage, not a maze.
A couple of rules I hold every storefront to:
The visual navigation on your homepage should match the navbar at the top of the page. If they don't line up, you're creating friction that doesn't need to exist
Fewer clicks is always better. Every extra click is a chance for someone to lose interest and bounce
Best case scenario: someone lands on your homepage, finds what they need, and adds to cart without going anywhere else
Different products need different navigation logic, and it's worth figuring out which one fits yours.
A tea brand might split by decaf vs. regular, then by function, since those are the two things a shopper is actually deciding between.
A pet brand might split by "cat or dog" first, then let people search by the specific problem they're solving, like joint pain or skin issues.
A sock brand might need to split by who's wearing them and then by style.
The point isn't to copy any one of these. It's to ask what two or three questions your shopper is actually asking themselves, and build your navigation around answering those, fast.
2. Think mobile, always
Over 69% of Amazon shopping happens on mobile. If your storefront was designed and tested on a desktop screen and never actually opened on a phone, you're likely losing sales you don't even know about.
If I could only fix one thing on a storefront for mobile, it wouldn't be a fancy module or a background video. It would be making sure the USP and the navigation are both instantly clear the second the page loads. Everything else is secondary to that.
This is what it looks like:
In Amazon's storefront builder, click into the Mobile view, then select Split Section, then Basic Section Layout.
Those specific modules are the ones that render cleanly on mobile while still letting you drag in background video and shoppable images. Build with those, then preview everything on an actual phone before you publish.
Don't assume that what looks great on your laptop looks the same on a phone screen, because it usually doesn't.
3. Win the top of the fold
This is the most valuable real estate on your entire storefront, so please don’t be the Amazon seller wasting it.
What needs to happen above the fold?
A clear USP that tells shoppers what this product or brand actually is, easy access to your bestsellers, and a "Follow us" button. You also need to know your strategy going in.
Are you educating shoppers on something they don't fully understand yet?
Are you letting them explore a bigger catalog? Or do they already know exactly what they want, and you just need to get them to the buy button as fast as possible?
The answer changes what you put at the top.
This isn't just a hunch. Amazon's own data backs it up: brands using custom imagery for their storefronts and sponsored brand campaigns saw an average 124% increase in sales compared to those that didn't. When a shopper lands on a storefront that feels custom and considered, it reads like a real DTC website, not a generic Amazon page. That shift alone buys you more time on the page and more trust before they've even scrolled.
4. Tell your story with visuals, not text
A lot of sellers hear "storytelling" and think it means writing more copy about their brand. It doesn't. 90% of what a shopper takes in is visual, so if your storefront is leaning on blocks of text to do the convincing, you're fighting an uphill battle.
I break storytelling down into three pieces:
Video. This can be a short branded video that gets people invested in your product in under a couple minutes, a quick e-commerce style video hitting three product benefits, an influencer clip, or a looping, silent background video that plays automatically as someone scrolls. That last one is one of my favorite tricks. It doesn't need sound to work. It just needs to keep someone engaged and increase how long they stay on your page
Copy. Keep it minimal. Its job is mostly to support your headlines and give shoppers just enough to understand your product line before they buy, not to carry the whole pitch
Visuals. These should be doing the heavy lifting, supporting whatever copy is on the page rather than the other way around
If you're running ads on TikTok or working with influencers, don't let those assets die on social. Pull that UGC straight into your storefront so there's a seamless experience from the platform where someone first saw your product to the storefront where they buy it.
5. Place your products with intention
Once the first four are in place, this is where you fine-tune. It's not just about what products you're showing, it's about where.
A few things to think through:
Where do shoppable images make sense? If you've got a strong hero image with multiple products, adding hotspots people can click to buy directly is an easy win, especially for lower-consideration purchases
Are your bestsellers easy to find, ideally near the top of the fold?
Should you mix in native Amazon modules, like the Prime badge or bestseller carousels, alongside your custom design? This is genuinely worth testing rather than assuming custom always wins. I've seen brands split test custom "Add to Cart" buttons against Amazon's native ones specifically to see which converts better for their audience
There's no universal right answer here. It depends on your catalog size and your product. But don't just drop a grid of products onto the page and call it done. Weave your bestsellers, your visuals, and your custom callouts throughout so a shopper never hits a dead, overwhelming wall of options.
Bonus: Don't stop at the homepage
The homepage gets all the attention. Sellers polish it, test it, obsess over it, then stop there entirely. But the real compounding gains, the ones that don't show up overnight but pay off over time, come from your subpages.
If you're running ads and driving traffic to a specific product line or a new release, that traffic shouldn't land on your general homepage. It should land on a subpage built specifically for that campaign, with messaging that matches what brought them there in the first place.
When the ad says one thing and the landing page says something else, you create a disconnect, and disconnects cost you sales. But when the message stays consistent from the ad all the way through to the page, you keep the momentum you already paid to build.
This one takes more setup than fixing your navigation or swapping in a background video. But it's the kind of optimization that keeps paying you back long after you've built it.
So what now?
You don't need to rebuild your entire storefront overnight.
Start with navigation, since everything else depends on it. Then move to mobile, since that's where most of your traffic already is. From there, work through the top of the fold, your storytelling, and your product placement, one at a time.
A storefront that's actually built like a funnel doesn't just look better. It quietly keeps converting long after you've stopped thinking about it.
FAQ about Amazon storefronts
Do I need to spend on ads to drive traffic to my Amazon storefront?
No. This guide is specifically about getting more out of the traffic you already have or already earn organically, by making the storefront itself convert better once someone lands there. Ads can still help drive traffic, but a storefront that isn't built like a funnel will waste that traffic either way.
What's the single most important thing to get right on an Amazon storefront?
Navigation. If a shopper can't quickly understand your catalog and find what they're looking for, nothing else on the page, however beautiful, gets a chance to convert.
Should I use native Amazon modules or fully custom design on my storefront?
Both have a place. Custom imagery is linked to meaningfully higher sales, but native modules like Prime badges and bestseller carousels can add trust and familiarity. The safest approach is to test a mix rather than assuming one always outperforms the other.
How long does it take to see results from storefront changes?
Some fixes, like tightening your navigation or above-the-fold content, can show quick wins. Others, like building out dedicated subpages for specific campaigns, compound more slowly but tend to pay off over a longer period. Give any change enough time before judging whether it worked.
