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How to Create and Customize a Vanity URL for your Amazon Storefront (Step-by-Step Guide)

Written by
Vanessa Hung
January 25, 2024

E-commerce is continually evolving, and brands are always seeking new ways to stand out from the crowd. One platform that remains a dominant force in the digital marketplace is Amazon. However, given its vastness, how can a seller make their presence felt?

Enter Vanity URLs and Amazon Storefront Links: two powerful tools that Amazon offers to sellers to enhance their branding and visibility. Let's delve deeper into these tools and show you ways to take advantage of their benefits for building your brand on Amazon.

Vanity URL: Your Brand’s Unique Signature

Imagine having an address that's easy for anyone to remember. That's the magic of a Vanity URL.

What is it?

A Vanity URL is a custom-made URL for your Seller Central store. Instead of long, generic URLs, sellers can opt for a shorter, branded version.

Why is it Crucial?

How to Create One?

Creating a Vanity URL is a straightforward process:

  1. Log into your Seller Central account.
  2. Navigate through the "Stores" and then the "Settings" tabs.
  3. Under "Store URL", opt for "Change".
  4. Input your desired custom URL.
  5. Save your changes, and voila, you have your Vanity URL!

Best Practices for Crafting a Vanity URL

Amazon Storefront Link: The Ultimate Showcase

Having a unique address is just the beginning. What about the content that address leads to? That's where Amazon Storefront comes into play.

What's an Amazon Storefront Link?

Think of it as a showcase window that displays all that you offer. It acts like an affiliate link, allowing sellers to earn commissions. You can locate it within “Amazon Associates” under the label “Amazon Storefront Link.”

Noteworthy Features

Setting Up Your Storefront

Just a few things to remember:

1. Begin with a select number of products. Also, add variations to your Amazon listings to simplify the buying process and allow customers to compare and select from different variations such as size and color within a single listing.

2. Gradually expand your range based on customer feedback.

3. Decide on your product category, coin a captivating store name, and integrate vital company details.

Benefits That Make a Difference

A great storefront can be one of the most efficient workers in your Amazon selling business. Here are just some of its benefits:

Creating your Amazon Storefront (Step-by-Step Guide)

Just follow these steps:

Step 1: Begin by accessing the “Stores” tab within Seller Central, and click on “Manage Stores.”

Step 2: Hit the “Create Store” option and select your brand.

Step 3: Within the intuitive Store Builder, input your brand's name, upload your logo, and proceed by clicking “Next.”

Step 4: Your Home Page is the digital storefront, the first touchpoint for potential customers. Amazon offers a plethora of templates for this. Choose one that either showcases your product line or narrates your brand's journey. Don't forget to incorporate a meta description to enhance search engine visibility.

Step5: Once your Home Page is set, the next task is to populate it. Add sections and thumbnail images to showcase your offerings enticingly.

How to Add Subcategory Pages

If your product range necessitates further categorization, Amazon allows the creation of subpages from the main Home Page:

Customizing Your Store

Your Amazon Storefront isn't just about products; it's about telling your brand story. Customizing it according to your brand's voice and visual identity can really help raise brand awareness and affinity with your target audience. Here are some tips on how to do so:


Step 6: Once you're content with your Storefront's look and feel, click “Submit for publishing.” Amazon typically reviews and approves within 24 hours. Once greenlit, your store is live for the world to see.

Create a Storefront on Amazon and Communicate Your Branding More Effectively!

Harnessing the power of Amazon's storefront and vanity URL tools can significantly augment your brand's digital footprint. It not only offers a consolidated view of your products but, more importantly, serves as a digital extension of your brand ethos.

So, take the plunge. It's time to create an Amazon Storefront that resonates with both your brand and its audience!


1. What is a vanity URL for an Amazon storefront?

A vanity URL for an Amazon storefront is a customized web address that makes it easier to remember and promotes your brand. It replaces the long, generic URL with a short, branded one.

2. How can I create a vanity URL for my Amazon storefront?

To create a vanity URL for your Amazon storefront, you can use third-party services that provide options to customize and generate unique URLs based on your brand or desired keywords.

3. Why should I use a vanity URL for my Amazon storefront?

Using a vanity URL for your Amazon storefront helps enhance branding and online presence by making it more memorable, professional-looking, and easier to share with customers or promote across different marketing channels.

4. Are there any costs associated with creating a vanity URL for an Amazon storefront?

The cost of creating a vanity URL for an Amazon storefront may vary depending on the service or tool used. Some services offer free basic options while others may charge fees for additional customization features or advanced functionality.


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