How to Log into My Amazon Storefront

TL;DR

• Your Amazon Storefront is a custom-branded shop available to sellers in the Amazon Brand Registry.

• Log in through Seller Central > stores > manage stores to access and edit your storefront.

• Only brand-registered sellers and users with the right permissions can manage a Storefront.

• You can find your storefront URL by opening your store in Seller Central and copying the browser link.

• If you can’t access your Storefront, check your Brand Registry status, user permissions, or try clearing your browser cache.

• Keep your Storefront updated with fresh content, organized product sections, high-quality visuals, and performance tracking.

Want to turn your Amazon listings into a branded shopping experience?

That’s exactly what your Amazon storefront does, but only if you know how to access and manage it. Whether you’re new to selling on Amazon or just haven’t explored this feature yet, your storefront is a powerful tool to showcase your brand, drive traffic, and boost conversions.

But, here the question is: how do you log into your Amazon storefront?

In this guide, we’ll walk you through everything you need to know, from understanding what an Amazon storefront is to logging in, finding your storefront URL, and fixing common login issues. You’ll also learn who can access your storefront and get practical tips to manage and improve your product listing performance optimization for better results. 

What is an Amazon Storefront?

An Amazon Storefront is like your own branded shop on Amazon. It’s a custom page where you can show all your products in one place, share your brand story, and create a better shopping experience for customers. 

Only sellers who are part of the Amazon Brand Registry can use it. You can add images, videos, and group your products however you like. Instead of sending customers to just one product, you can send them to your storefront to explore everything you offer. It also gives you helpful data to see how people are shopping on your page.

Who can access and manage a Storefront?

Only sellers who are part of the Amazon Brand Registry can create and manage an Amazon Storefront. To join the Brand Registry, you need to own a registered trademark for your brand. Once you're approved, you can set up your storefront and customize it to show your products, brand story, and more.

Inside your seller account, only users with the right permissions can make changes to the storefront. If you have a team, make sure the right people have access to edit and update your storefront through the account settings.

Customers can view your storefront, but they can’t change anything. They’ll see a branded page where they can explore your products and learn more about your brand. In short, if you own your brand and are part of the Brand Registry, you’re the one in control of your storefront. 

You can update it anytime to better show off your products and create a strong shopping experience. You can also choose Amazon store optimization services featuring a premium look and drive sales. 

How to log into your Amazon storefront

Logging into your Amazon Storefront is easy once you know where to look. Your Storefront is managed through your main Amazon Seller Central account, so there’s no separate login. Follow these simple steps to access and manage your Storefront:

#1 Sign in to Amazon Seller Central

Go to https://sellercentral.amazon.com and log in using your seller account email and password. Make sure you’re using the account that has access to your brand’s Storefront.

#2 Navigate to the “Stores” section

Once logged in, look at the top menu bar. Hover over the “Stores” tab, then click on “Manage Stores.” If you don’t see this option, you may not be enrolled in Amazon Brand Registry, which is required to have a Storefront.

#3 Select your brand

You’ll see a list of the brands you’ve registered. Click on the brand name or logo to open your Storefront dashboard. This is where you can manage and edit your store.

#4 Edit your Storefront

Click “Edit Store” to start making changes. You can update your homepage, add new product sections, upload banners or videos, and write content that reflects your brand’s message.

#5 Preview and publish

Always preview your changes before publishing to make sure everything looks right. Click “Submit for Publishing” when you're done. Updates usually take a few hours to go live.

If you’re having trouble accessing your Storefront, double-check that you’re enrolled in Brand Registry and that your user role has the right permissions. Once you're in, managing your Storefront becomes a simple and powerful way to strengthen your brand on Amazon.

How to find your storefront URL

Finding your Amazon Storefront URL is easy and useful, especially if you want to share your store on social media, emails, or ads. Here’s how to find it:

• Log in to your Amazon Seller Central account.

•  Go to the “Stores” tab at the top and click “Manage Stores.”

• You’ll see your brand listed. Click on it to open your Storefront.

• Once your Storefront opens, copy the URL from your browser’s address bar. That’s your public Storefront link.

Alternatively, your URL may follow this format:  www.amazon.com/yourbrandname

If you want a clean and easy-to-remember link, you can also create a custom shortened link using tools like Bitly or by setting up a redirect from your website.

Having your Storefront URL handy makes it easier to promote your brand and drive more traffic directly to your full product range.

Troubleshooting login issues

• First, make sure you’re using the correct email and password for your Amazon Seller Central account.

• If you forgot your password, just click “Forgot your password?” on the login page to reset it.

• If you’re logged in but can’t find the “Stores” tab, you may not be enrolled in Amazon Brand Registry. 

• Only brand-registered sellers can access and manage a storefront. If you haven’t signed up yet, you’ll need to register your brand first.

Also, check your account permissions. If you're part of a team and don’t see the Storefront option, your user role might not have the right access. Ask the main account owner to update your permissions.

If the site isn’t loading properly, try clearing your browser’s cache or switching to a different browser. You can select the best Amazon seller consulting agency. They can help you solve login or access issues and get you back to managing your storefront.

Tips to manage and optimise your storefront

Your Amazon Storefront is more than just a product page, it's your brand’s space on Amazon. To make the most of it, you need to keep it updated, engaging, and easy to shop. Here are some simple tips to help you manage and optimise your Storefront:

1) Keep your content fresh

Update your banners, images, and featured products regularly. Highlight seasonal products, new arrivals, or bestsellers to keep customers interested.

2) Organise your products

Use clear sections and categories to make browsing easier. For example, group products by type, use, or collection so customers can find what they need quickly.

3) Use high-quality visuals

Add clean, high-resolution images and videos to show your products in action. Good visuals help build trust and improve conversion using an appealing  Amazon product infographic design. 

4) Tell your brand story

Use the about us section to connect with shoppers. Share what makes your brand unique and why customers should choose you.

5) Track your performance

Use Store Insights to see how many people are visiting, what they’re clicking, and which products are popular. Use this data to improve your layout and content.

Final thoughts

Your Amazon Storefront is a powerful way to build your brand and showcase your products, but only if you know how to access, manage, and optimise it. From logging in and finding your URL to updating content and fixing login issues, each step plays a role in creating a better shopping experience for your customers.

If you’re unsure where to start or want to take your Storefront to the next level, our expert Amazon consultants can help. We offer complete support from setup and design to ongoing optimisation. Get in touch today and let us help grow your brand on Amazon.