Note: A vanity URL is only available for brand stores that have already been published.
A vanity URL is a custom or personalized URL intended to be easy to remember and promote a specific brand.
When a brand store is created, Amazon automatically generates a short store URL that is unique to every brand. In most cases, the brand name is affixed to it in this format: https://www.amazon.com/store/page/BrandName.
There are some instances, however, that random characters are generated instead, which usually look like this: "https://www.amazon.com/stores/page/AEI092UHKKKJKDS".
It usually happens when the brand name contains unique characters like "& %, ( ) * @ !. Other times, we need to update the short URL if the client has specific preferences (upon request). Below is an example of an active brand store whose vanity URL needs updating.
Steps in updating the vanity URL:
1. Confirm with the brand manager or reach out to the client to know if the client has a preferred short URL in mind. You can also make suggestions at this point.
2. File a ticket under Stores by going to Stores → Manage Stores.
3. Click on the question mark beside the account name on the top left part of the screen and choose Support Center.
4. Once you are at the Support Center page. Type in Help in the search bar and hit enter.
5. It will bring you to a Search results page, just scroll to the bottom of the page and you will see the “Contact Us”
6. Click on the select category and choose Stores → Short URL category.
7. You have three options to choose from on contacting Amazon Support via email, chat, phone, or call. We'll do an email on this example. After choosing Email, the landing page will look like this:
8. Provide a summary of the issue on the subject; an example would be: Brand Name → Short URL Update, as well as a concise but detailed description of the problem on the description box, the brand name, and the desired short URL. Also, attach an image that showcases the problem.
9. Review and submit the ticket.
10. Check the status of the ticket or follow up daily until the desired URL reflects
