Have you ever wondered how to get a personalized storefront URL link or how to change your Amazon Storefront link name on Amazon? Having a proper URL link that navigates to your Amazon store that lists your brand name is important for your success on Amazon. In this blog post, we will guide you through the process of changing your Storefront Link name on Amazon. By customizing your storefront link, you can improve your brand visibility and create a direct path for customers to explore your product offerings on Amazon. As a seller, the ability to update the Storefront Link name ensures you can protect your brand image on Amazon and create a clear and easy way to navigate to your storefront. This benefits the end Amazon customer as they can find the products they are looking for, browse and learn about your products, and make a purchase. If your storefront link is generic or outdated it can result in decreased visibility and lost sales opportunities. Throughout this blog post, we will guide you through the step-by-step process of updating your Storefront Link name on Amazon. Additionally, we'll discuss what to do if you encounter challenges or if the changes to your Storefront don't work, and how to get your products added to your Store.
How to Update your Amazon Storefront Link Name Yourself
First you must be Brand Registered on Amazon and have an Amazon Storefront. To update your Storefront Link name on Amazon, follow the steps below. In Seller Central, select the gear icon for settings. From the drop down select “Account Info”. It should be first on the list. From here, navigate to “Store Info” on the right hand column. From “Store Info” select “Seller Profile”.
You will be directed to your Seller Information page. From here, find your desired marketplace to update, likely the US, which is Amazon.com. Select Edit next to store details. Here, you can input your choice of Storefront Link and customers will be able to find your store with that link. It is important that the storefront name you input is consistent with your brand name.
Unfortunately, sometimes this process does not work properly and requires case management to resolve the storefront URL naming issue.
How to Request Amazon Advertising Support to Change Your Amazon Storefront Link
If you are unable to change the storefront link yourself, if you do not have the proper permissions, or if your change simply did not go through; you must contact Amazon Seller Support. Amazon Advertising Support specifically is the team that can help you with this.
You can either create a case directly in the Amazon Ads console, or open a case in Seller Central and ask them to transfer it to Amazon Advertising, the team that can help you. Before opening the case, you need your current storefront link. This can be found by going to Stores > Manage Stores > Your Brands > The URL link is listed below your brand name. In this case, here is a draft of the message you can provide to Amazon:
Hello,
Please transfer this case to Amazon Advertiser Support who can help us.
We need help updating our storefront byline link for our (company name) Storefront: (List current storefront link)
We need this storefront link to be update to: https://www.amazon.com/(desired storefront name)
Please make this update to our Storefront URL.
After submitting the case, Amazon may request more information if they need it. If they are able to make the change they will tell you:
I can understand your concern is to change the short URL of your store.
I have updated the Store URL to amazon.com/yourbrand as you requested.
However, it might take 24-48 hours to fully function. You can check the changes after 48 hours.
How to Get Your Products to Link to Your Amazon Storefront
To link your products to your Amazon Storefront, you need to make sure they are listed under your registered brand name that the Storefront is built under. It is important to make sure this band name is uniform all across Amazon. If your products are listed under your brand name and you have a live storefront, they will automatically link to the Storefront on the detail page. If it is not linked, follow the steps below.
If your Amazon Products are showing up as Brand: (Your brand) on the detail page rather than showing as Visit the (Your Brand) Storefront, they are not properly linked. First, ensure your Brand Registration is set up correctly and that your products and account are receiving the benefits granted by Brand Registry. If your products are not linked properly, you will need to request Amazon Seller Support to fix the Storefront Byline Issues. To open a case on Seller Central, go to Help and select My Issue Is Not listed, then explain your issue in the Box. In this case, here is the issue:
Hello,
We are having an issue where the byline to our storefront is broken on ASIN:(Your ASIN). The detail page says Brand:(Your Brand) when it should say Visit the (Your Brand) Storefront and direct to the Storefront: https://www.amazon.com/yourbrand
Please transfer this case to the team that can fix this issue
After submitting the case, Amazon may request more information if they need it. If they are able to make the change they will tell you:
I can understand your concern is regarding the byline issue.
We have made the necessary changes on our end to correct this issue. The change was made today, it can take 72 hours for the byline link to connect to your Store.
Repeat this process for as many ASINs as necessary in order to have your products linked to your Amazon Storefront.
Frequently Asked Questions FAQ on How to Change Your Storefront Link Name on Amazon
Can I change my Amazon storefront link?
Yes, you can change your Amazon storefront link. It should match your registered brand name. The blog post provides a step-by-step guide on how to update it yourself.
How do I change the name of my Amazon storefront?
To change the name of your Amazon Storefront in Seller Central, navigate to Account Info > Store Info > Seller Profile, and there you can edit your storefront link. The process is outlined in detail above.
Does my storefront link have to match my brand name?
Yes, having your storefront link match your brand name is recommended for a cohesive brand identity on Amazon and so customers can easily find your products.
How do I customize my Amazon link?
To customize your Amazon Link, you can edit your storefront link using the steps listed above to create a link that matches your brand name.
Can Seller Support update by Storefront link Name?
Yes, Seller Support can update your Storefront link, We suggest reaching out to Amazon Advertising Support specifically for assistance.
Can you edit your Amazon storefront?
Yes, you can customize your Amazon Storefront however you see fit. A good Amazon Storefront is a great way to drive sales, increase exposure, and showcase your products.
How can I get my Amazon storefront URL?
To get your Amazon Storefront URL, go to Stores > Manage Stores > Your Brands > The URL
Why do I need to update my Storefront link?
Updating your storefront link is important to improve merchandising, create a cohesive brand identity, improve visibility, and ensure a seamless shopping experience for customers.
Conclusion
In conclusion, updating your Amazon Storefront Link name is important for your success on Amazon. Your benefit by ensuring customers can easily find your brand, and you have a cohesive image on Amazon. Amazon benefits by having an organized and seamless marketplace, and customers can easily find the products they are looking for. Failing to fix your Storefront Link name can put you in a bad spot and risk decreased visibility, brand confusion and potentially lost sales. If you encounter challenges or need help updating and optimizing your Amazon Storefront, don't hesitate to reach out to Goat Consulting below. Our expertise can help you fix your Amazon Storefront and reach the correct customers on Amazon.
About The Author - Liz Carson
This post was written by Liz Carson, an Account Manager at Goat Consulting. Liz has helped many brands update their Storefront Link and ensure their products are properly linked to their brand Storefront. Liz specializes in helping her clients succeed on Amazon by driving increased sales, mitigating risks, reducing costs, and solving various challenges that may arise. She is skilled at developing strategies that improve merchandising and enhance overall performance on the platform. Whether you're seeking assistance with your Amazon Storefront or need support on any other component of selling on Amazon, Liz can lead your account to success.