Amazon storefront update

What should trigger an update

A monthly routine

Once a month, and after any range change, click through every page on a phone: check each tile leads to an available product, remove anything discontinued, confirm offers shown are still running and look at Store insights for pages people leave quickly. A short checklist makes this quick.

Seasonal refreshes

Gifting seasons, summer, back-to-school and sales events are moments when shoppers browse. Plan seasonal pages or tiles as templates that can be refreshed each year with new products and imagery. Remove seasonal content promptly afterwards so the Store does not look out of date.

Adding new products

New products should appear in the right category page and, if they are important, on the homepage. Use images consistent with the rest of the Store and check they are live and in stock before featuring them.

Updating a Store

1. 01

   Review

   Range changes, insights, calendar.

   Output: Change list

2. 02

   Prepare

   Images, copy, product selections.

   Output: Update assets

3. 03

   Edit

   In Amazon's Store builder.

   Output: Draft changes

4. 04

   Check

   Phone view, links, stock.

   Output: Verified Store

5. 05

   Publish

   Submit for review.

   Output: Updated Store

Example: a seasonal update for a garden brand

Monthly Store check

Using Store insights

Amazon provides Store insights in Seller Central. Use them to see which pages and tiles get attention and which are ignored, and adjust the structure rather than guessing. Compare the same weeks year on year for seasonal pages.

Matching campaigns

If adverts send shoppers to a Store page, the page should feature the advertised products and message. Update it when campaigns change.

Who keeps it current

Assign one person or provider to own Store updates, with a calendar of seasonal changes and a link to whoever manages the range, so changes are not forgotten. Keep the calendar somewhere the whole team can see it.

Amazon's review

Store changes are reviewed by Amazon before going live. Allow time for this before seasonal deadlines.

When structure needs changing

Sometimes updates go beyond swapping products. If the range has grown, categories may need splitting; if shoppers rarely reach deep pages, best sellers may need moving up; if a product line has been dropped, a whole page may go. Review the Store map once or twice a year, alongside insights, and make structural changes deliberately rather than adding pages piecemeal until navigation becomes confusing.

Refreshing imagery

Hero images and lifestyle shots date over time, especially if packaging changes. Replace them when products look different from what is shown, and keep imagery consistent with current listings and A+ content so the brand looks the same everywhere.

Urgent removals

If a product is recalled, has a safety issue or is withdrawn, remove it from the Store as quickly as possible, alongside any listing action required. Make sure more than one person knows how to edit the Store.

Updating copy

Short category descriptions and guides may mention products, sizes or offers that change. Review text as well as images, and remove references to anything no longer sold.