如何在 Seller Central 修改 Amazon 店铺 URL

Your Amazon storefront URL is the link that sends shoppers to the page showing everything you sell. By default, Amazon hands you a version that, let’s admit, is not so pretty to look at. 

But there’s a way to replace it with something that reflects your brand, and you can do it inside Seller Central in about five minutes.

This guide walks you through the exact steps you need to take, and what you need to have ready in order to get started.

Two kinds of storefront links

Before changing anything, know sellers have two kinds of storefront links:

1. The system storefront link looks like “amazon.com/shops/YourStoreName.” It points to your seller profile and lists your active products. Any professional seller can set this one.
2. The Brand Store link looks like “amazon.com/yourbrandname.” It leads to a customized, multi-page page that you build yourself- closer to a small website that lives on Amazon. This one requires Brand Registry and a published Brand Store.

The steps below will help you enable the storefront link you can edit in your Seller Profile. If you’d like the shorter “amazon.com/yourbrandname” version, you will need to build that through the Store builder after enrolling in Brand Registry.

Why change the Amazon Storefront URL

A default Amazon URL is quite forgettable. Cleaning it up does a few practical things for you:

1. A branded link reads as legitimate. For a more cautious customer, it can be the sign they need to make sure that they are buying from the actual maker of the product and not a reseller. 
2. You can drop “amazon.com/yourbrand” into an Instagram bio, a TikTok caption, an email, or a business card without it looking broken. Pretty useful for Creator Connections campaigns too.
3. And it keeps your branding consistent. If your website is `mybrand.com`, then `amazon.com/mybrand` lines up with it, your trademark, and everything else you put your name on.

Step by Step: How to Change Your Storefront URL

1. Open your account settings

Log in to Seller Central. In the top-right corner, click the Settings icon and go to Account settings from the dropdown.

2. Open your Seller Profile

On the account page, find Store Info in the left-hand menu. Open it, then click Your Seller Profile.

3. Find your marketplace and edit 

The Seller Information page lists each marketplace you sell in. Locate the one you want to change, usually the United States / Amazon.com, and click Edit next to its Store details.

4. Enter your storefront link and check availability

On the edit page, find the Storefront Link field. Type the name you want. Amazon checks it in real time as you type. A green checkmark means the name is free. A red exclamation point means someone already took it, so you will need a variation that still matches your brand.

5. Submit and wait for approval

Click Submit to save your choice. Amazon’s moderation team reviews the change against its trademark rules, which usually takes a few business days. Once approved, your store will be accessible via the new link.

Conclusion

A custom storefront URL costs nothing beyond the Professional plan you already pay for, and it makes every link you share look like it belongs to a real brand. Pick a name that matches your trademark, set it once, and use it everywhere you market.

Frequently Asked Questions About Amazon Storefront URL (FAQs)

Can I change my Amazon storefront URL more than once?

Yes. You can update it through Seller Central, subject to Amazon’s approval.

Do I need Brand Registry to change my storefront URL?

No. Brand Registry is only required for a Brand Store, not a Seller Profile storefront.

Why isn’t my preferred storefront URL available?

The name may already be taken or it may not meet Amazon’s naming requirements.

Will changing my storefront URL affect my listings?

No. It only changes your storefront link, not your products or reviews.

What’s the difference between a Seller Profile storefront and a Brand Store?

A Seller Profile storefront automatically lists your products. A Brand Store is a customizable shopping page available through Brand Registry.

Does a custom storefront URL improve SEO?

Not directly. It makes your storefront easier to share and strengthens your branding.

Make Your Amazon Storefront Work Harder

A messy or generic storefront URL makes your brand harder to remember and harder to share. A clean, branded link helps customers find you again and gives your store a more established feel across ads, social media, and external traffic.

Fill out the form below to schedule a free strategy call with our Amazon team. We’ll look at your storefront setup, check your brand positioning, and show you simple changes that can improve how shoppers interact with your store. You’ll get clear next steps you can apply right away.

Complete the form below to get started.