An Amazon storefront is a page that shows all the products of one brand, one seller or one creator in a single place. For shoppers and consumers it is a quick way to browse a brand's range. For sellers it is one of the most valuable sources of competitive data on Amazon, because a competitor's storefront shows exactly what they sell, what they add and where the money is. In this guide you will learn the three types of Amazon storefronts, how to find any storefront even without a link, how to create your own and start selling, and how to analyse and monitor competitor storefronts with the right tools, ProfitGo and ProfitPath.
What is an Amazon storefront? The quick answer
"Amazon storefront" can mean three different things, and most confusion comes from mixing them up:
- Brand Store: a free, customisable multi-page shopping destination owned by a brand enrolled in Amazon Brand Registry. The web address follows the pattern amazon.co.uk/stores/Brand/page/ID.
- Seller storefront: the page that lists every product a third-party seller offers. Every seller with an Amazon selling account has one, and it is reached via the seller ID, for example amazon.co.uk/s?me=SELLER-ID.
- Amazon influencer storefront: a page where creators in the Amazon Influencer Program curate product recommendations, idea lists and shoppable videos. The address is amazon.co.uk/shop/handle.
For online arbitrage and wholesale sellers, the seller storefront is the most important of the three. It is a live window into a competitor's business.
How to find an Amazon brand store
Brand Stores are easy to reach and useful when you want to see a brand's full range in one place:
- Step 1: search the brand name in the Amazon search bar and click the brand logo or name above the results.
- Step 2: or open any product from the brand and click "Visit the [Brand] Store" directly under the product title.
- Step 3: browse the store by category or use its own search box.
Brand Stores often have their own home page, category pages, videos and a follow button, so customers can follow the brand and see new products in their feed. Many brands also link their store from their own website and from Google ads.
Why brands build an Amazon Brand Store
- A competitor-free shopping environment: unlike search results, a Brand Store shows no ads from other brands.
- Customised design: brands build multi-page stores from Amazon's templates, with clickable images, videos, text overlays and shoppable media.
- Cross-selling and upselling: related products are grouped together, so customers find accessories and bigger bundles.
- Mobile and sharing: stores automatically adapt to mobile viewing and have a unique, shareable URL that brands use to drive external traffic.
- Analytics: built-in Stores insights track visitors, traffic sources and sales.
How to find a seller's storefront on Amazon
This is the question most sellers ask, and it takes less than a minute:
- Step 1, open the product: on the product page, click the merchant name next to "Sold by" or open "Other sellers" to see every offer.
- Step 2, open the seller profile: click a seller name. The profile shows ratings, feedback and the business details that sellers in the UK and EU must display, such as the business name and address.
- Step 3, open the storefront: click the seller's products link in the profile. The seller ID is the code of around 13 to 14 characters in the address, for example amazon.co.uk/s?me=A1B2C3D4E5F6G7. With this link you can open the storefront at any time.
How do I find the seller name on Amazon without a link? Search for a product the seller offers, open "Other sellers" and click their name. You cannot search for sellers directly in the Amazon search bar, so the product page is always the entry point. If a storefront link shows an error or an empty page, the seller may have paused their account or has no active offers in that marketplace.
How to find someone's Amazon influencer storefront
- Try the address amazon.co.uk/shop/ followed by the creator's handle.
- Check the link in bio on Instagram, TikTok or YouTube. Most creators link their storefront there.
- Search hashtags such as #FoundItOnAmazon on social media to discover creators and their storefronts.
- Start from a product or Amazon Live: product pages and Amazon Live streams show creator videos, and the creator name leads to their storefront.
Creators earn a commission through their affiliate link when customers purchase products. Brands use influencer storefronts to find creators who are a good fit for their target audience.
How to create an Amazon storefront and start selling
Seller storefront: every seller gets one automatically with an Amazon selling account. On Amazon.co.uk the Professional selling account costs £25 per month plus selling fees, the Individual plan £0.75 per item sold. Everything about setting up your account is in our Amazon Seller Central guide.
Brand Store: you need a Professional selling account and an active Amazon Brand Registry. Building the store in Seller Central with the Store builder is free. It is one of the advertising solutions Amazon gives brands, next to Sponsored Products ads and Amazon Vine, which lets brands generate customer reviews for new products.
Influencer storefront: creators apply to the Amazon Influencer Program with a social media account. Amazon looks at followers and engagement but does not publish a fixed minimum number.
New seller incentives and services
If you start selling on Amazon.co.uk today, Amazon advertises up to £42,000 in incentives for eligible new sellers. They currently include:
- 10% back on your first £40,000 in branded sales for brands in Brand Registry
- Up to £750 credit for Sponsored Products ads
- £160 credit to generate customer reviews through Amazon Vine
- Free storage and savings on Fulfilment by Amazon through FBA New Selection
On top of that, Amazon offers optional services such as Fulfilment by Amazon, advertising and, in some markets, Amazon Lending. Check the current terms in Seller Central, because Amazon changes the programme regularly.
Why seller storefronts are gold for arbitrage sellers
A successful competitor has already done the hard work: found profitable products, checked demand and sourced them. Their storefront shows you:
- Which products and brands they sell, including many you would never find through keyword searches
- New listings as soon as they appear, which often points to a fresh deal
- Sourcing patterns, for example when a seller adds several products from the same retailer at once
- Seasonal and trending products that are worth a closer look
The problem: checking storefronts by hand, copying every ASIN into Keepa and a calculator, takes hours, and you usually find the deal days after the competitor. This is where ProfitGo and ProfitPath come in.
Analyse any storefront with ProfitGo
ProfitGo is the browser extension and app from ProfitPath. With its Storefront Scanner you analyse a whole storefront instead of single products:
- Paste the storefront URL into the ProfitGo search. ProfitGo shows an overview of all products from that storefront, so you can review them in one list.
- Check every product in seconds. For each product ProfitGo shows profit, ROI, margin, fees, estimated monthly sales and whether you are allowed to sell it. Confirmed sales from Amazon are marked with a "+".
- Open the charts. Price history and sales rank show whether today's price is stable. The history of the seller count reveals private label risk: a flat line with fewer than 5 sellers on a product with high sales is a warning sign.
- Look at the offers. The "Offers" section shows other sellers' stock levels and fulfilment methods, so you can judge the competition on the listing.
- Uncover brands and sourcing patterns. Across the storefront you quickly see which brands and product types a competitor focuses on.
With the detective icon in ProfitGo you add any seller from a listing, including all their products, to Spy Search with one click. Our Keepa guide explains the charts in more detail.
Monitor competitor storefronts with ProfitPath Spy Search
Analysing a storefront once is good. Watching it every day is better. Spy Search in ProfitPath monitors competitor storefronts for you:
- Add a storefront: paste the seller ID, pick the marketplace and import the seller. Storefronts already in the database load in seconds, new ones in a few minutes.
- See new products: newly added products are marked, and the "New Products" filter shows only what a competitor has just listed.
- Find where to buy: Spy Search runs a reverse search on the storefront's products across more than 1,000 supplier shops and shows the likely supplier and your profit.
- Get alerts: every new product can land in your Discord, with filters for minimum margin, ROI, profit and confirmed sales.
- Cover all markets: Spy Search works across the Amazon marketplaces in the UK and EU. The number of storefronts depends on your plan.
With Dealwatch you go one step further: under "Synced Storefronts" you import all ASINs of a monitored storefront into Store Alerts and A2A Alerts. ProfitPath then alerts you whenever one of these products becomes profitable to buy in a shop or on another Amazon marketplace. For single products, the Reverse ASIN Search finds shops that sell a product for less.
Which storefronts are worth monitoring?
- Sellers of brands or categories you are interested in
- Sellers with many active listings, at least 4 to 5 arbitrage products
- Sellers who regularly appear on profitable, competitive listings, for example SSDs or popular toys
- Sellers with a sourcing model like yours, such as online arbitrage or wholesale
Avoid large brands selling only their own products and sellers with just 1 to 3 listings.
Common mistakes when looking for an Amazon storefront
- Mixing up the three types: a brand's store does not show other sellers, and an influencer storefront does not show what a seller stocks.
- Searching for sellers in the search bar: it does not work. Always start from a product page.
- Copying the seller name instead of the seller ID: names can change and be duplicated. The ID stays the same.
- Copying deals blindly: a competitor's product is only a lead. Check price history, sales and private label risk before you buy.
Frequently asked questions about Amazon storefronts
What are Amazon storefronts?
Pages that show all products of one brand (Brand Store), one seller (seller storefront) or one creator (influencer storefront) on Amazon.
How do I find a seller's storefront on Amazon?
Open a product, click the seller name next to "Sold by" or under "Other sellers", and open their products from the seller profile. The address contains the seller ID.
How do I find someone's Amazon storefront without a link?
For sellers, start from a product they sell. For influencers, try amazon.co.uk/shop/ plus their handle, check the link in their social media bio or search hashtags like #FoundItOnAmazon.
Can anyone have an Amazon storefront?
Every seller automatically has a seller storefront. A Brand Store requires Brand Registry, and an influencer storefront requires acceptance into the Amazon Influencer Program.
How much does it cost to have a seller account on Amazon?
On Amazon.co.uk the Professional plan costs £25 per month plus selling fees. The Individual plan has no monthly fee but charges £0.75 per item sold.
How many followers do I need for an Amazon influencer storefront?
Amazon does not publish a fixed number. It looks at followers and engagement on your social media account.
Conclusion
Amazon storefronts come in three types, and for sellers the seller storefront is the most valuable. You can find any storefront in under a minute via the product page and the seller ID. The real advantage comes from what you do next: analyse the whole storefront with ProfitGo, monitor it daily with Spy Search in ProfitPath and get alerted as soon as a competitor lists a new product that you can buy profitably. Learn more about product IDs in our guide What is an Amazon ASIN.
