Building an Amazon Web Store

A common service we provide our clients with is setting up and launching an Amazon web store. We see Amazon web stores as a great opportunity for small businesses. Starting an Amazon store provides our clients with another outlet for customer acquisition and raising product and brand awareness. It is a way for small businesses to build a foundation for sustainable and meaningful growth. 

In our offerings page discussing our Amazon ad services we emphasize a report issued by the Consumer Intelligence Research Partners which notes that 101 million Americans now have an Amazon Prime membership. This number represents 62% of all Amazon customers. 

Huge Search Volume

By having an Amazon store set up, small businesses have access to what essentially is an unprecedented volume of e-commerce-oriented traffic. What Amazon offers small businesses essentially boils down into three categories: brand engagement, product awareness, and client conversion. Plus, one of the big benefits of Amazon stores is that they don’t cost sellers any extra. While Amazon does charge businesses to sell products on Amazon, there are no additional fees associated with the store itself. 

It is important to note that you are not required to have an Amazon store in order to sell on Amazon. That said, having a store allows sellers to present their products in a concise location that conveys the energy and excitement of their individual brand.

Branding, Design, Functionality

At ElectrIQ Marketing, we help clients set-up and design their stores and pages with three core traits in mind: branding, design, and functionality. This means focusing on what the brand means to the consumer, how the store allows them to interact with the brand, and how we can optimize the pages to make as many lead to client conversions as possible. 

Looking for more information? Contact one of our specialists or read below where we will go over some of the key aspects of building an Amazon store, while intertwining how our specialists at ElectrIQ Marketing can help you optimize your buildout and launch. 

How to Start Your Amazon Store

1. Registering and Confirming Your Brand with Amazon

While it is not necessary to register your brand in order to sell on Amazon, Amazon brand registry is highly recommended for Amazon sellers due to the myriad of additional tools it offers, along with the counterfeit and infringement protections it provides sellers with. 

In order to register your brand with Amazon’s brand registry program, you will have to confirm that you are indeed the owner of the brand you are selling on Amazon. To prove you are the owner of a brand, you will have to trademark you brand with the U.S. Patent and Trademark Office (USPTO). You will then need to provide Amazon with verification of your ownership of this trademark.  

2. Building the Home Page

Once you confirm your registration with Amazon, your brand, and thus business, will become eligible to build an Amazon store. 

When you begin building your store, you will be presented with four different template options to start from: Marquee, Product Highlight, Product Grid, and Blank. 

These four templates allow businesses to choose either a design that suits their brand well, or, if none of them work well, design their own. It’s all about creating a seamless shopper interface that not only displays and presents your products in the best light, but also tells a story. After all, the most successful brands are ones that tell a story, and which can truly connect with the consumer. 

3. Designing the Navigation Bar and Categorizing Products into Pages

The next step of building an Amazon store is categorizing your products into pages, which will then become the links on the navigation bar of your store. This is an important process since you will want to make it as easy as possible for customers to identify the different categories of products you offer. This will make it easier for them to find what they are looking for.

Remember, shoppers who are browsing your page for the first time will most likely not spend a great deal of time combing through your page. If you brand caught their attention, it will lead them to your page, but that is not enough. From there your page has to draw them into the products you offer in order to turn them into a customer.  If something on that page doesn’t catch their attention quickly, odds are they will leave. The goal is to draw the customer in and then make the conversion from lead to client quickly and seamlessly. 

If you already have a regular e-commerce store, odds are you have already put some time into organizing a navigation bar. If the one you are currently using seems to be working well, then go ahead and use that. Otherwise, your Amazon store could be a great opportunity for you to try something new. It’s important to understand that with anything online requires constant reassessment and refining. 

4. Adding Your Products

The next step is of course adding your products to the page. 

One of the nice aspects of the Amazon’s business stores is that Amazon sellers who are already selling products on Amazon do not have to recreate all their product listings. Instead, sellers can add products to their store by using their products Amazon Standard Identification Number (ASINs). 

5. Submitting Your Store for Approval

Once you have designed your store, you will have to submit it to Amazon for review and approval. Some things to watch out for in your store are:

  • Typos and other grammatical errors

  • Low quality images 

  • Inconsistent branding

  • Poor design aspects

Once Amazon approves your store, it will be published. Then it’s time to start selling. 


Overall, Amazon stores offer small businesses a great opportunity to place their products and brand into the most established and most visited e-commerce marketplace on planet. 

Amazon provides businesses with an unparalleled source of product placement.In fact, according to data from SEMRUSH Amazon’s organic traffic in May of 2019 consisted of over 635 million visitors. As a bit of reference, eBay, another e-commerce powerhouse and one of the largest online retailers in the U.S. behind Amazon, had only 121 million. 

You might wonder now where ElectrIQ Marketing comes in, since the above sounds relatively straight forward. Well, it’s true, the above is relatively straightforward. But while anyone can build an Amazon store, a lot of it comes down to how it is built. 

Tell your Brand’s Story

At ElectrIQ Marketing, we work with our clients to build a store that not only presents their product properly, but one that also tells a story. A store that allows the customer to identify and make a connection with their brand. Why is this important? Well, believe it or not, every brand tells a story. Even brand as a simple as a cleaning service tell a story, such as the story of changing one’s life through a clutter free and simple home. A story of clearing the mind. 

All successful businesses have a brand of some form, and often branding is one of the most important aspects of their business. Understanding the connection consumers make with brands is crucial to understanding how e-commerce, and commerce in general, works.

Brand Pricing power 

For example, anyone can buy a leather purse for a relatively reasonable price, so why would they buy one from Coach when its far more expensive? The answer is the brand. It’s all about the brand. People identify with the Coach brand, and the Coach brand comes with certain connotations of luxury and design that are often desired by consumers.

As we build your store, branding is at the forefront of everything. This means taking into account how your store correlates and synergizes with your other branding and product platforms, whether that is your business’ own website or your various social media outlets. This means identifying what it is about your brand that makes it unique and then presenting these traits in a way that optimizes their presence throughout the site. This means focusing in on what your brand means to consumers and utilizing this in our design approach. 

conversion optimization

Beyond the brand is the design and how it can lead to conversions. Whenever someone clicks on an ad, or a business listing, or a product image, and they are taken to a page, that page is then considered a landing page. With your Amazon store, your home page will function as your landing page. Understanding how to optimize your home page for customer conversions is crucial. At ElectrIQ, we work to create a page that draws in the customer through creative product presentation and site layout. Then, with the proper reassessment and refinement, we can continue to optimize how your business makes these crucial lead to client conversions. 

In the end, it cannot be overstated how great of an opportunity Amazon stores are for small businesses looking to tap into new client markets and raise brand and product awareness. 

As always, if you are interested in learning more, please don’t hesitate to reach out to one of our specialists who can provide information customized to your own business.