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Building a Brand Through Your Own Amazon Store: How to Open Your Store Step by Step [Guide 2025]

Robin Bals
Robin Bals
Robin Bals,
Published: November 15, 2024
Updated: May 5, 2025
10 min read
Table of contents
Auf Amazon einen Online-Shop zu eröffnen, ist nicht kompliziert.

Having your own store on Amazon is the next step towards building a strong and well-known brand. Despite the countless opportunities available to online sellers today, the simplest way to tap into a large pool of customers in a short time is still through selling on Amazon. Whether you have already established your own online shop and are now looking to expand through Amazon, or if you are just starting in e-commerce, you simply cannot overlook the largest trading platform on the World Wide Web.

Opening your own Amazon store is easier than you might think. Thousands of sellers start on the various marketplaces every year. In this blog post, you will learn how to register on Amazon, how to register a brand, what a product listing is, and how to create and optimize your store page.

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Step 1: Create a Seller Account

Of course, anyone looking to open an Amazon store first needs an Amazon seller account. This can be done quickly, and Amazon guides you through the entire registration process. Therefore, we will outline the basic steps below:

  1. Visit the Amazon page and click on “Register” in the top right corner.
  2. Log in or create a new Amazon account.
  3. If necessary, click on “Sell on Amazon” under “My Account” to access the Seller Area.
  4. Select the pricing model for the seller account there.
  5. Select the country and business structure and enter the business name.
  6. Provide credit card and bank details.
  7. Enter the address and contact information for customer service.
  8. Provide personal information and authorization as a business representative, including ID details.
  9. Confirm Identity by entering a mobile number and verifying via SMS or callback.
  10. Review the data and confirm with “Complete Registration“; then activate two-step verification.

Not sure if a professional seller account is right for you and looking for detailed information on the advantages and disadvantages, as well as alternatives? Then you should read this blog post: How to Open a Seller Account on Amazon [Step-by-Step Guide].

Step 2: Register Your Brand

Anyone looking to create and set up an Amazon store must officially register the brand presented there in the Brand Registry. This is to prevent fraud and hijacking and to protect intellectual property. Fortunately, the registration process is not too complicated.

  1. Check Requirements
    Your brand must already be registered in a national trademark register in the country where you want to enroll in the Amazon Brand Registry. Additionally, it must be a text-based or image-based trademark, and its products and packaging must display the corresponding logo.
  2. Register Your Brand
    Log in to the Amazon Brand Registry and have all necessary information ready (brand name, government trademark registration number, product categories, manufacturing and distribution countries, high-resolution images of the brand). By clicking on “Register a New Brand,” you will start the actual registration process. Provide as much information about your brand as possible, as the more information Amazon has, the better your brand is protected from fraudsters.
  3. Wait for Verification
    Next, you will need to be patient, as Amazon will verify whether all the information is accurate and that you are the rights holder. You will receive a code that you must return to Amazon to complete the verification.

You can find a detailed article on the Brand Registry with many additional insights here: The Amazon Brand Registry Explained – Including Step-by-Step Guide.

Möchten Sie einen Amazon-Shop eröffnen? Erfahrungen oder spezielle Kenntnisse benötigen Sie dafür nicht.

Step 3: Open Your Shop within Amazon

Amazon is the largest online store in the world, and sellers who trade through the marketplace can open their own Amazon shop for their brand. This is a page within the Amazon universe that the respective seller can design and populate with products. The significant advantage is that…

  • the brand and its story can be presented in the best possible way, for example, through rich media content such as videos.
  • there is no competition from rivals.
  • the seller has full control.
  • Amazon automatically provides performance data on visits, access sources, and sales that can be used for optimization.
  • you receive your own web address, to which, for example, advertisements both on and off Amazon can be directed.
  • no programming or design skills are required, and all content is automatically set up for desktop, mobile, and tablet browsers.

Setting Up an Amazon Store

With the Amazon Store Builder, any brand owner can open an Amazon store without technical or design skills. The builder operates on a drag-and-drop principle, making it very easy to use.

  1. Log in to your seller account.
  2. Navigate to the “Stores” menu item in Seller Central and go to “Manage Stores,” where you can open a new Amazon store under “Create Store.”
  3. Next, you need to choose a template: Product Grid, Marquee, or Showcase. The templates mainly differ in layout, but all include customizable tiles for text, images, videos, etc.
  4. Now open the Store Builder. Under “Page Manager,” you can add a page, name it, and add a description.
  5. Now add tiles. You can combine product images, text, videos, and more in a way that best fits your brand. Additionally, select the products you want to showcase. You have the option of single selection as well as dynamic widgets that allow you to automatically generate various product displays (such as best-selling products or recommended products).
  6. Check your result in the preview. Adjust your shop if necessary. Also, remember to check the mobile view.
  7. Add additional pages following this pattern, if needed. This way, you can showcase and combine different features, product categories, bestsellers, etc.
  8. Then click on “Submit for Publication“. Amazon will review the shop and then approve it. This may take a few days.

Once you have successfully opened your Amazon store and the first traffic reaches the web address, you can view page views, visitors, access sources, and sales under “Insights” within the Store Builder. This data is invaluable and helps you gradually improve your Amazon presence.

Guidelines for Accepting Creative Content
To open an Amazon store, certain requirements must be met. This includes adhering to the guidelines that Amazon has set for creative content. For example, a header image must have a minimum resolution of 3000 x 600 px and must not exceed 5 MB in size. Listing all specifications here would be too extensive. Fortunately, Amazon has created an overview: Stores Creative Guidelines.

Step 4: Optimize Product Detail Pages

When customers browse your Amazon store, they hopefully discover entirely new product worlds. But what happens when they click on an item and are then directed to a product detail page that does not match the brand experience they just had? That’s right, it is likely that no order will be placed.

Therefore, you should focus not only on setting up an Amazon store but also on improving your product detail pages. With A+ Content, you have an impressive 7000 characters available in the description, and you can also add additional product images, graphics, and even videos. This way, you can present your product in the best possible manner, showcase features and important details, and make the purchasing decision as easy as possible for the customer.

A+ Content …

  • conveys important information such as functionality or design,
  • presents the unique selling points,
  • creates a virtual customer experience and
  • tells the story of your brand.
Quasi jeder kann einen Shop auf Amazon eröffnen.
With A+ content, sellers can showcase their products and brands.

Add A+ Content

Creating good content is time-consuming. However, in the age of AI, the process can be significantly simplified. To add A+ content to product pages, follow these steps:

  • Navigate to the “Advertising” menu in Seller Central and click on “Enhanced Brand Content.”
  • There, you can search for the product page to be optimized using the SKU.
  • Choose a module or a predefined template.
  • Now add images, text, and videos.
  • Check your result in the preview.
  • Submit the content for review.

The review by Amazon takes about seven days. After approval, it may take an additional 24 hours for the content to actually be displayed. If there are issues and the review is negative, you can edit your A+ content and resubmit it.

To avoid a rejection and to open your newly designed Amazon store as quickly as possible, it is advisable to read the guidelines for A+ Content in advance. These state, for example, that …

  • images must be suitable for display on both desktop and mobile devices.
  • must not contain any spelling or grammatical errors.
  • must avoid mentioning prices.
  • must not contain any references to warranties or guarantees.
  • quotes or statements from customers and other private individuals are not allowed.

You can find all the guidelines and requirements here: A+ Content Guidelines.

Best Practices

Even if you have followed all the guidelines, it does not necessarily mean that your product detail pages are structured in a psychologically advantageous way for sales. Here are some aspects you should definitely consider before finalizing the opening of your Amazon store:

  1. Engaging Product Title: The title should be clear, concise, and optimized for search engines. Integrate the most relevant keywords and include the brand, product name, essential features, and size specifications.
  2. High-Quality Product Images: Use high-resolution images that show the product from various perspectives and complement the header image with a white background with different lifestyle images to illustrate the use of the product.
  3. Meaningful Bullet Points: Use bullet points for the most important product features and benefits. Be concise while highlighting particularly sales-relevant attributes (e.g., quality, materials, applications, etc.).
  4. Informative Product Description: Write a detailed description that elaborates on the benefits and features and motivates the customer to make a purchase. Avoid jargon to ensure readability.
  5. User Questions and Answers: Answer customer questions directly on the page to help potential buyers clear up any doubts and make an informed purchasing decision.
  6. Amazon SEO and Keyword Management: Conduct keyword research and integrate relevant keywords into the title, bullet points, and backend search terms. Ensure that you still use a naturally sounding language and avoid keyword stuffing.
  7. Positive Customer Reviews: Ask satisfied customers for reviews (if possible) and respond to feedback in the reviews to build trust. Positive reviews not only improve ranking but also increase the conversion rate and can be analyzed for product optimization.
  8. Cross-Selling: Display similar or complementary products to offer customers multiple options and increase sales.
  9. Strategic Pricing and Promotions: Use special offers, discounts, or time-limited deals to motivate customers to make an immediate purchasing decision. A competitive price can also improve ranking.
  10. Product Variants: If your product is available in different colors, sizes, or styles, display these variants on the product page. This allows customers to easily switch between options and find the right product more quickly.

Conclusion

Einen Amazon-Shop zu eröffnen, kann den Markenaufbau fördern.

Opening your own Amazon store is an effective tool for brand building and a valuable opportunity to reach a large target audience while leveraging Amazon’s full potential as a sales platform. An Amazon store also allows sellers to showcase their products impressively and provide customers with an exclusive, brand-oriented shopping experience.

By strategically using A+ Content and optimizing product detail pages, sellers can personalize the shopping experience and enhance their brand’s recognition. The Store Builder also offers easy design options for beginners that can be implemented without technical knowledge. With the help of data analytics in the Store Builder, continuous optimizations can be made that contribute to long-term revenue growth and customer retention.

For brands looking to expand their visibility and tap into the e-commerce market, Amazon remains one of the key platforms. With a strategically planned and professionally designed Amazon store, the path to successful brand building is paved.

Frequently Asked Questions

What do I need to open an Amazon store?

You need an Amazon seller account, valid bank and credit card information, your business registration (if applicable), personal information for identity verification, and two-step verification. Additionally, your brand must be registered in the Amazon Brand Registry.

How much does it cost to sell a product on Amazon?

The costs vary depending on the selling plan: the Individual plan costs €0.99 per sold item, while the Professional plan costs €39 per month. Additionally, there are selling fees that range from 7% to 45% depending on the product category.

How much can one earn as an Amazon seller?

Earnings depend on product margin, sales volume, and fees. Successful sellers can earn anywhere from a few hundred to several thousand euros per month.

Can I sell on Amazon without a business?

No, selling on Amazon typically requires a registered business or self-employment.

Opening an Amazon Store – What Costs Are Incurred?

The seller account costs either €39.99 per month or €0.99 per sold item. An Amazon store is free, and the use of A+ Content is also provided to all sellers at no charge by Amazon.

Do you need specific experience to open an Amazon store?

No, essentially anyone can sell on Amazon. Even for creating with the Amazon Store Builder, no technical or design skills are required.

Can you also have an Amazon store created for you?

Yes, there are service providers that can handle the creation of the Amazon store. However, the process is designed to be very simple, so anyone can manage it without assistance. For product images and professional sales texts, though, an agency or similar service can be helpful.

What is an Amazon Affiliate Shop?

An Amazon Affiliate Shop is a website or online store that promotes products from Amazon without the operator selling or storing goods themselves. Instead, it links to Amazon products and earns a commission for each sale made through one of these links. Typical website operators who create an Amazon Affiliate Shop include influencers or bloggers.

Image credits in the order of the images: © Stanisic Vladimir – stock.adobe.com / © Gorodenkoff – stock.adobe.com / © Amazon / © Krakenimages.com – stock.adobe.com

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