Do customers actually notice or care about your store front?
I buy lots off Amazon and rarely take much notice of the sellers store. I just buy the product I want regardless of who’s selling it or their branding.
Mine match… but I don’t think the average buyer notices.
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I have only clicked on competitor’s store front! ! 
But seriously, I’ve clicked on a store front as a repeat customer, so see what else they have that may be of interest.
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I’m just wondering…… let’s say you sell sports gear but you wanted to start selling espresso brewing equipment. Is it essential to sell them under two separate shops or could you get just as good sales my merging it all and selling it all under one shop?
nah doesn’t matter a jot.
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I can only comment as a customer; most of the time, I do not click on the store front. But if there is a product with multiple sellers, I will click to see other options as the store with the buy box may not always have the best price. If pricing is similar, I would look at the feedback a store has. So selling in one store may well be advantageous. But perhaps you can do some research on consumers behaviour to get a better information.
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