How to Create an Amazon Storefront After You Are Accepted

An accepted application leaves you with an empty page on Amazon, sitting at an address you did not choose, and the controls that fill it spread across screens that never appear together. This article is about the part that comes after acceptance, and only that part.

The phrase you searched is doing double duty, because more than one thing on Amazon gets called a storefront and only one of them is the page built here. If you are not certain which you have, this explainer separates them.

Whether this program is where your affiliate business belongs is the subject of Amazon Influencer Program vs Associates, so I will not duplicate it here. This article starts one step later. Every mechanical claim below comes from Amazon's own help pages, checked on August 21, 2026.

What the setup looks like in order

Seven things, in the order they need doing.

• Open the storefront in owner view, the private version only you see.
• Create the Idea Lists that become its categories.
• Add products from owner view or from any product page.
• Comment on the products worth commenting on.
• Upload photos and video inside Amazon's published rules.
• Watch Manage Content, because submitted is not live.
• Finish the onsite store ID, the only step with money attached.

How do you open your storefront in owner view?

Sign in to Amazon.com with the email address you joined the program with, then type your vanity URL into the browser bar. The format is amazon.com/shop/yourhandle. Signed in as yourself, the page loads in owner view, which carries the editing controls including the button that creates an Idea List. Owner view is yours alone, but the edits reach the public page.

How do Idea Lists become the categories on your page?

There is no separate category builder. Idea Lists are the categories, and the first time you make one, Amazon treats the list you already had as your first category, so the page arrives carrying a section you never designed.

Rename it with the pencil under the list name, which also holds the description, and add the next category with the Create an Idea List button. Renaming and deleting sit together later: open the list, click the pencil beside the tag line, and that box holds the name, the tag line and the delete control.

One consequence is worth reading twice. Every Idea List created under this account renders on your Influencer storefront. They are not private furniture, so a list you built for a birthday is a category your audience can browse.

What are the two ways to add a product?

• From owner view: type your vanity URL, open the Idea List, search for the product in the search bar, then press the plus sign in the top left corner.
• From any product page: use the Add to List drop-down under Add to Cart and pick the list. This route works on the desktop site, on mobile web and inside the Amazon shopping app.

Comments are separate and easy to miss. Open the Idea List, click the speech bubble in the product's top right corner, write and save. It is the one control that puts a sentence of your own beside an individual product rather than beside a whole list.

What you cannot do is add a product that is not in Amazon's catalogue; Amazon's answer is to find a similar one. If your genuine pick is a small brand that never listed, no setting on this page changes that.

What image rules does Amazon publish?

This is the question that usually arrives as a hunt for a banner size. Amazon's help page for Influencer Program image uploads, checked on August 21, 2026, publishes four rules and nothing beyond them.

There is no published banner dimension, no thumbnail spec and no aspect ratio to design against. An exact banner size found anywhere else is a measurement of how the page renders rather than a rule Amazon has committed to, and the rendering can change while those four rules stay put.

How does Manage Content work?

Manage Content sits in the top navigation bar of owner view. Photo and Idea List handles shoppable photos and lists, Video handles shoppable video, and the screen sorts your content into four states.

Needs Attention is the status to go looking for, because flagged content is not on your page and does not repair itself. The same screen carries an Actions button on desktop and a three dot menu on mobile, which give a shareable link for an item or delete it.

How do videos get onto the storefront?

Video upload is a desktop job and runs through Amazon's Creator Hub. The route that does not depend on finding the Hub yourself: open owner view on a desktop, choose Add to your storefront, then Videos.

One threshold changes what the work is for. Once ten of your videos have cleared moderation and you have completed the onsite commission registration, they become eligible to appear on the Amazon product detail pages of the products inside them. Both conditions, not either one.

What that surface pays is not published publicly. Amazon says the rates sit in Associates Central, behind your login, so a percentage quoted on an open page is not coming from Amazon.

Why the onsite store ID is the step that gets skipped

Amazon assigned every Influencer Program member an onsite Store ID automatically. Most begin with onamz, and yours is already in the top right corner of Associates Central. Nobody had to create it, which is why it gets ignored.

It is separate from your ordinary Associates store ID, and it does not change the rates on traffic you send yourself, to the storefront or to a product page. You carry on using the store IDs you already use for links.

The part with money attached: payment and tax information has to be entered for the onsite store ID separately, because Amazon does not carry those details across store IDs. Reporting splits the same way, with onsite earnings and shipped items under that ID, reached through the store name drop-down at the top right.

Can you change your storefront URL?

In almost every case, no. Amazon generates the vanity URL from the social handle that got you approved, and names two situations where it will consider a change: your YouTube channel name has changed, or you have a larger following on another platform, Instagram being Amazon's example, and want the handle matched to that account.

The request goes through Amazon's contact form with Amazon Influencer Program selected, and Amazon states that all requests are reviewed by hand and worked in the order they arrive.

It is worth being blunt, because the URL is the one part of the page that looks like it should be yours to pick. On Amazon's own help page, checked August 21, 2026, it is not a setting. It is a generated address with a hand-reviewed exception behind it, which is a different thing to build a brand on.

Where does the storefront stop?

Three limits, all from Amazon's own pages, and all better learned before you build.

• Catalogue. A product not listed on Amazon cannot go on the page; Amazon's workaround is recommending something similar.
• Address. The URL is generated rather than chosen, and changing it is an exception process, not a setting.
• Geography. The country list depends on which Amazon locale you read it in: the same help topic lists four countries on the US site, seven on the UK site and twelve on the German site, all checked August 21, 2026. Read it on the store you sell into.

The country line has a second half that catches anyone running more than one market. An onsite store ID is created in the locale of your storefront rather than working across every Amazon domain, so store IDs in several countries mean a separate onsite ID in each.

I run Amazon Associates in the US, the UK and Germany on my own watch review site, and the sites I build for other people cover the same three markets. The country list is the one place where Amazon's own pages disagree, which is worth knowing before you plan around a list you read once.

There is also a control you might expect and do not get. If you would rather a piece of content was not surfaced elsewhere on Amazon, the only lever is removing it from your storefront.

None of this makes the storefront a bad surface. It makes it a narrow one, and the answer to a narrow surface is to stop asking it to do the jobs it cannot. Amazon takes that line itself, encouraging influencers to carry on linking to individual product pages with tools like Site Stripe and Product Links. That mechanic is covered in building Associates links step by step, and which channels may carry them in the channel rules for affiliate links.

Two things come in with you rather than stopping at the door, because the account behind this page is an Associates account. Disclosure is the first, set out in the full Associates rulebook. The activation clock on a new Associates account is the second, explained in the 180 day activation explainer.

So build the page properly, take the onsite step that has money attached, and keep a second surface for what the catalogue, the generated address and the country list will not let you put here.