5 min read

How To Change Amazon Storefront URL

Written by
Vanessa Hung
January 25, 2024

Ever wondered how to change your Amazon storefront URL? It's an often-overlooked aspect of Amazon selling. In this blog post, we'll guide you through the simple steps to update your URL and reap the benefits of a more personalized presence on the platform.

Let's dive right in!

How To Change Your Amazon Storefront URL

To change your Amazon storefront URL, you'll need to log in to your Amazon account and select your storefront. Then click "Edit" and update the URL in the designated section.

After making the changes, be sure to save them for the updates to take effect.

If you're just starting out and need to create a storefront, Amazon provides a user-friendly interface to establish your presence on the platform.

Understanding the Importance of Your Amazon Storefront URL

Your Amazon storefront URL is more than just a web address; it's your brand's digital representation in the eCommerce world. It not only provides a direct line to your store for potential customers, but also significantly contributes to the visibility of your products within and outside the Amazon platform.

An effective storefront URL makes you more search friendly both on Amazon’s massive product database as well as search engines like Google. The goal should be creating an easily identifiable URL that reinforces brand recognition while enhancing discoverability.

Having full control over this element allows you to leverage strategies that can increase traffic, boost sales and promote customer loyalty.

Benefits of Changing Your Amazon Storefront URL

Altering your Amazon storefront URL can significantly improve your brand's visibility. Using a unique and easily remembered link could make potential customers more inclined to visit your store.

Customers feel more secure purchasing from an established brand; having a customized URL helps establish that credibility.

Boosting search engine optimization (SEO) is another benefit of customization. Including relevant keywords in your URL not only enhances the SEO but also increases the chances of appearing in Amazon's internal searches.

With increased visibility, you're likely to get higher click-through rates leading to better sales opportunities for your products or services on Amazon. Just ensure the chosen keywords are consistent with what you are offering on your storefront.

Steps to Change Your Amazon Storefront URL

Changing your Amazon storefront URL is a simple and straightforward process that can be done in a few steps:

  1. Log in to your Seller Central account.
  2. After logging in, navigate your Seller Central Account to the top right section and hover over "Settings." From the dropdown menu, select "Account Info."
  3. This will take you to the Seller Account Information page. In the Business Information section, click the "Display Name" link.
  4. From here, select the relevant marketplace and click the "Edit" link adjacent to Store Details.
  5. In the "Storefront Link" section, update the field on the right with your desired name. Ensure the storefront name you choose is unique. As you type, Amazon will verify its availability. A red exclamation point will appear with a notice if the name is already in use, while a green check indicates it's available.
  6. After finalizing your storefront URL, click the "submit" button. This action will save your selection and assign the URL to your store.

A confirmation will be displayed in the form of a green callout. To access your shop, use the link www.amazon.com/shops/yourstorename. This URL is now ready for sharing on various social media platforms.

Tips for Optimizing Your Amazon Storefront URL

Use a catchy and relevant URL with keywords to improve your search ranking. Don't forget to share your new URL with your followers for maximum exposure. Want to learn more about optimizing your Amazon Storefront URL? Keep reading!

Use a Memorable and Relevant URL

Create a lasting impression by choosing a memorable and relevant URL for your Amazon storefront. A unique and catchy web address not only helps customers remember your brand but also makes it easier for them to find you online.

Incorporate keywords that reflect your niche or products to improve search rankings and attract more potential buyers. Once you've updated your URL, don't forget to share it with your followers through social media or other channels to drive traffic to your Amazon storefront.

Include Keywords for Better Search Ranking

To improve the search ranking of your Amazon storefront URL, it's important to include relevant keywords. By incorporating specific words or phrases that align with your products or niche, you increase the chances of appearing in search results when customers are looking for similar items.

For instance, if you sell handmade jewelry, consider including keywords like "handcrafted jewelry" or "unique artisan accessories" in your URL. This can make it easier for potential customers to find your store and boost your visibility on Amazon.

Don't forget to choose memorable and catchy keywords that accurately represent what you offer. Including specific words or phrases related to your products helps customers find you more easily when they're searching for similar items on Amazon.

Share Your New URL With Followers

Share your new Amazon storefront URL with your followers to let them know about your updated page. By sharing the unique and customized URL, you can make it easier for people to find and visit your Amazon store.

This is especially important if you have a large following on social media or a dedicated audience who regularly engages with your content. Make sure to promote your new URL across all of your platforms and encourage your followers to check out what you have to offer on Amazon.


Changing your Amazon storefront URL is a simple yet effective way to customize and optimize your online presence. By following the steps outlined in this guide, you can easily update and modify your storefront URL to make it more memorable and relevant.

Don't forget to share your new URL with your followers for better visibility and exposure on the platform. Take control of your Amazon store today and enhance your branding with a personalized storefront URL.

Frequently Asked Questions

1. Can I change my Amazon storefront URL to match my registered trademark name?

Yes, it's advisable to match your Amazon storefront URL with your registered trademark name if available, as it reinforces brand consistency and credibility.

2. What if the desired Amazon storefront URL is already taken?

If the desired URL is taken, you'll need to come up with an alternative that's still relevant to your brand and not in use by another seller.

3. Will changing my Amazon storefront URL affect my existing customers or product listings?

Changing your storefront URL should not directly affect your existing customers or product listings, but you should inform your customers of the change to ensure they can continue to find your store easily.

4. How often can I change my Amazon storefront URL?

Amazon does not specify how often you can change your storefront URL, but it's generally best to keep changes to a minimum to avoid confusing customers and affecting your brand's SEO.

5. Do I need to pay to change my Amazon storefront URL?

No, Amazon does not charge a fee for changing your storefront URL.

6. How long does it take for the new Amazon storefront URL to take effect?

After submitting the change, the new storefront URL typically takes effect immediately, but it may take some time for the change to propagate and for search engines to update their listings.

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