2021 Amazon Storefront Optimization Guide

Written by: Ryan Flannagan
Home 9 Nuanced Thoughts 9 2021 Amazon Storefront Optimization Guide

Best Practices to Take Your Amazon Storefront to the Next Level

An Amazon storefront allows you to create a space to sell products on Amazon itself. One of the most unique aspects and goals of Amazon is that it doesn’t want to seem like one large company with thousands of pages of product that consumers must navigate. Instead, it wants to create a way for small businesses to present their products on the site so that customers can interact with them. It’s done through storefronts, each one allowing your small business to display products to Amazon’s customers.

To do well on the site, though, you need to factor in Amazon storefront optimization. These are the strategies you’ll employ to rank well on the site and get those customers coming to your storefront instead of the competitors.

Take a look at some best practices for Amazon storefront optimization and allow our team to work closely with you to create a successful way for you to connect with your customers.

#1: Tailor Your Storefront’s Design Around the Customer’s Pain Points

This is an interesting way of designing your Amazon storefront. We designed this storefront for a dog bone and treat company. It’s designed to lead users to find the right product for their dog. You can see how it instantly creates interaction with the customer, allowing them to find the right dog bones with a matter of clicks.

Amazon Fulfillment FBA Delivery

With this product, the main pain point was that people may not be sure which bone was ideal for their pet. Frustrated buyers shop at competitors. Recognizing this, we wanted to improve their experience. To better cater to each dog owner’s category, we pulled all of the products off the home page of the Amazon site. The consumer is required to interact with the site before any product will be presented. In this case, once the consumer does this, they are presented with exactly what they need.

What’s the result? When we employed this type of Amazon storefront optimization, we saw significant changes:

  • The page now coverts on an average of 28 percent.
  • Visitors to the page are around 288 percent more likely to buy multiple units per order.

These are some highly attractive results, of course, but it also reduces a common struggle for the consumer, improving their experience overall.

#2: Cater to the Type of Customer You Want to Attract

Another very important strategy for Amazon storefront optimization is defining and then designing your page to attract a very specific target customer. You don’t want just traffic – you want the right traffic, the person your product is designed for and the most likely person who will buy.

Here’s an example of a page that does this very well. We designed this storefront GPI, it helps lead customers through an optimized experience while showing off the entire product range.

Amazon Fulfillment FBA Delivery

How do we do this? As you can see, the homepage boldly features a new or interesting product, something that’s a standout. When people come to your page, they are already primed to be interested in a very specific product, usually whatever your brand is known for. When we employ this Amazon storefront optimization, we are also presenting new and exciting products they may not have heard about just yet. They are more actively able to explore all of the offerings you have.

Amazon Fulfillment FBA Delivery

Take a look at the page again. The G20 Fuel Transfer Pump page is designed to specifically highlight GPI’s new fuel pump technology. If you look at the all products page, it’s rather minimal showing the entire product catalog.

Amazon Fulfillment FBA Delivery

Here’s a key factor: 90 percent of the time, brands build subpages or category pages using only shoppable product tiles. That works sometimes, if the goal of the subpages is to browse the inventory and the product catalog. However, that’s not always ideal. In the case of GPI, for example, it’s doing both here. It’s showing off the large range of products while also creating design elements that are cleverly helping the customer along their buying journey.

#3: Sometimes, Less Is More

You’ve heard the saying before, but this is a best practice that many Amazon business owners fail at repeatedly. Putting too much in front of your customer can sometimes overwhelm them enough to move away. That’s not the goal.

Greenline Goods is a great example of how to design a storefront to lead the customer to exactly what they are looking for while keeping their design to a minimum and the experience as direct as possible. Take a look at this page. Notice that each category is listed on the homepage. This is ideal for this company because it has a variety of product designs in its catalog. It works very well because of how simplistic and clearly designed it is. For those with a large inventory, this can work well to keep things simple.

Amazon Fulfillment FBA Delivery

Do’s and Don’ts of Amazon Storefront Optimization

General Do’s:

We’ve talked about a few different examples and best practices when it comes to your Amazon storefront optimization. Let’s dive into some of the specifics of what makes pages work.

    Positive Reviews

    Start With Knowledge

    You need to know how your customers shop, search and browse for the products you are offering. You want to know what it takes for them to make a purchase. That gives you insight into how to design your site around your customer.

    Positive Reviews

    Build the Right Experience for Customers

    Use acquired knowledge to build the right experience for your customers. It needs to allow them to land on pages that are optimized for their niche, category, lifestyle, or other specific aspect – whatever is specific to your product.

    Positive Reviews

    Show Product Value

    Exemplify the value of your products on every page. Ensure the customer’s knowledge and understanding of your products is fully understood on these pages. Provide them with outstanding value for reading that page.

    Positive Reviews

    Build a Homepage

    Create a homepage that features a specific product, perhaps one that is new or exciting. You can also use it to display a lesser-known product.

    Positive Reviews

    Create Subpages

    Build out from here using subpages that link your catalog of all products. This makes it easy for users to search and find the product that is best suited to their needs.

    Abide by Amazon’s Rules:

    Do meet the rules of Amazon. There are numerous acceptance policies you need to meet, for example, to ensure your Amazon Storefront is optimized properly. Here are a few key points about each of these:

    Positive Reviews

    Clear CTAs

    Feature a CTA properly, which means they must be clear and direct instead of “click here” types of messages.

    Positive Reviews


    Capitalization is important, too. Be sure to write in sentence case for all titles and descriptions and follow generally good grammar here. Avoid the use of special characters, though emoticons are permitted to some level. Be sure all text on the page is clear and easy to read.

    Positive Reviews

    Truthful Statements

    When using any type of claim or comparative statements, be truthful and verifiable. If you cannot substantiate your claim, don’t include it in the content at all. Ensure your content doesn’t make fake functionality claims.

    Positive Reviews

    Warranties and Guarantees

    Be very specific about warranties and guarantees. If you are planning to incorporate these, be sure you disclose all limitations applicable. Also, note who is responsible for honoring that warranty or guarantee.

    Image Sizes

    Next, get the image sizes right. Size images to be high resolution and in the correct aspect ratio and resolution. There are four basic types:

    • Logo image (banner at the top): 3,000 x 600 pixels

    • Full Width images: minimum 3,000 pixels width, can be any height

    • Square images: minimum 1,500 x 1,500 pixels

    • Rectangle: minimum 1,500 x 750 pixels

    Also, consider these strategies:

    Use videos that are either click-to-play or autoplay. Videos are a fantastic tool for selling your product, but there are some rules. For example, they should be less than 20 seconds long. They will loop, or repeat, for you. They do not have any audio with them.

    You also want to use product titles that include reviews. Also ensure they include Add to Cart buttons. 


    There are a few common mistakes you can make that hurt your Amazon storefront optimization. Let’s cover these briefly:

    Positive Reviews

    Avoid Overwhelming Your Readers

    Don’t create pages that overwhelm your readers with too much information. You also want to skip having too much custom imagery on the page. You don’t want to distract your customer on your page from the browsing and buying experience.

    Positive Reviews

    Don't Use Harmful Practices

    Don’t promote vandalism or anti-social behavior. Don’t use words that promote hate, encourage smoking, or promises practices that cause harm. Read through this list to ensure your content is in the right tone.

    Positive Reviews

    Beware of Tangled Interfaces

    Don’t have disorganized or cluttered interfaces. Crisp, clean, and easy to navigate are all essential components to a successful Amazon storefront.

    Positive Reviews

    Prevent Misleading Customers

    You also don’t want to lead customers to pages that are just content-driven. You don’t want to push them to pages that have too much explanation on them that’s less about the products. You’ll lose them in the process.

    Positive Reviews

    Never Violate the Amazon Terms of Service

    While optimizing your Amazon Storefront, make sure any changes you make abide by Amazon Terms of Service. This will help reduce the chance of your store being temporarily taken down.

    When you pull together these key strategies, and allow our team of Amazon Marketing Experts to help you design a custom Amazon storefront, you’ll find this can be a very lucrative opportunity for your business. Amazon storefront optimization isn’t the same as what you would find on websites, but it is very effective at creating the results your business needs to perform well on the site. Let our team at Nuanced Media help you to create your storefront.

    Still have questions?
    Let’s get started!

    Book an Amazon Consultation session from experts with experience of selling 100s of Millions online

    Ryan Flannagan

    Ryan Flannagan

    Ryan Flannagan is the Founder & CEO of Nuanced Media, an international eCommerce marketing agency specializing in Amazon. Nuanced has sold $100s of Millions online and Ryan has built a client base representing a total revenue of over 1.5 billion dollars. Ryan is a published author and has been quoted by a number of media sources such as BuzzFeed, CNBC, and Modern Retail.

    Share This