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Picking a Theme for an Amazon Affiliate Site

Have you ever done a search for WordPress themes?

Holy crap!! There are a lot of them to choose from…there seems to be an unlimited number of them.

It leads to analysis paralysis – the number of choices makes us feel overwhelmed. And, once we do make a decision we have more reasons to second-guess the decision.

Spending a lot of time pondering this decision for a theme is a waste. That isn’t to say that the theme doesn’t matter – it matters – but selecting a theme should be a quick activity.

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Today, we are going to talk about selecting a theme for an Amazon Associate site. If you haven’t started your site yet, or if you need some guidance, check out the blueprint for creating a profitable Amazon Affiliate site.

Click here for a free video series on the Ultimate Azon Theme.

What does the theme need to do?

Stay out of the way! We want the content to stand on its own without the theme getting in the way in any way. The points below describe the details, and they are all mainly around staying out of the way.

  • Be secure – The theme needs to hold up to the standards for WP security and be updated on a regular basis to ensure security is solid.
  • Be responsive – More and more web traffic is coming from mobile. Google even added mobile display as a ranking factor in April 2015. Having a responsive theme isn’t an optional anymoreIt HAS to be responsive.
  • Have relevant features/options – If you want to have a magazine style layout, then you need to look for a theme that supports that. If you need features around Amazon Affiliate review sites, then keep that in mind. That’s exactly what we are talking. 🙂
  • Be easy to configure – There are some really cool themes that are “multi-purpose” and can do just about anything. Maybe they even have drag-and-drop capability… I hate those themes because you have to take a course to configure them. Again, I want the theme to just stay out of the way and be an afterthought.
  • Load fast – Load time is another ranking factor for Google. The last thing you want is to have your theme slow down the load time. (Read more here about speeding up your WordPress Site.)
  • Display the content and look good – Well, you don’t want people thinking the site is hard to look at.

Keep It Simple

I generally like to limit the options that are available on a theme to only the options that are critical. If it isn’t necessary, then I don’t want it. Or, I just ignore the options that I don’t need.

Don’t Waste Time

Decide how much time you will spend picking a theme and stick to it. I suggest narrowing it down to about 5 themes initially and go from there.

The last thing you want to do is spend your precious time browsing themes for hours. (I know it can be a little addictive because I have done it myself!)

Best Premium Theme for Amazon Sites

I recommend the Ultimate Azon Theme which came out last year and I am an affiliate. Dave Nicosia (Dave’s blog) built this theme from scratch. He came at it from a unique point of view…

ultimate-azon-themeDave is a WordPress theme developer and he’s built a few profitable Amazon Niche Sites. He knows what a profitable niche site needs in the way of a theme. There are couple other Amazon themes out there, but the developers were probably outsourced VAs that didn’t understand the needs of the niche site builder first hand.

I was able to meet Dave face to face last month. I happened to be town visiting family so Dave & I had lunch and talked shop. I was blown away to hear the level of support he offers his customers. He really cares about the customers and will go above and beyond to help out.

I was impressed.

Here are some of my favorite features:


I know I said to limit the options…this theme has a lot of them! But you can just pick a preset…and then you can tweak from there. I just picked a preset configuration and changed the font size.

azon-theme-custom-specs azon-theme-link-tracking azon-theme-localization azon-theme-responsive azon-theme-slider

Best Free Theme

I keep it simple. Pick your favorite of the default WordPress themes:

Or, you can find another theme made by Automattic (the parent company of WP). The big benefit for these WP & Automattic themes is that they will adhere to the best practices of WP. They will all get timely security updates…probably faster than some premium themes.

Click here for a free video series on the Ultimate Azon Theme.


My number one theme choice for an Amazon Affiliate Review Site is the Ultimate Azon Theme. It makes the reviews look awesome and it is easy to use out of the box. Dave offers outstanding support if you need any help with the set up.

The other recommendations are to use a default WordPress theme or another theme by Automattic. They will always be updated fast and be well maintained. All those themes look pretty darn good while they limit the number of options so you can work on the things that matter, not tweaking the theme endlessly.

Click here for a free video series on the Ultimate Azon Theme.

Doug Cunnington

I want to show people how to create and monetize niche websites by helping them achieve their goals with project management best practices.

Show 13 Comments
  • Alyssa Craft June 16, 2015, 7:08 pm

    I’ve not heard of this theme. We’ve been defaulting to a basic StudioPress theme because other themes we started to get in bed with turned out to be just way too time consuming to set up (BeTheme). How genuinely well do you think this all works “out of the box”? Are the tables pretty easy to work with or do you still need to mess with CSS to get them to look acceptable? We’ve been using Tablepress with the Magic Liquidizer Plugin and even though the tables need styling to really pop it views nicely both for desktop and mobile so it’s the best solution for now.

    • Doug Cunnington June 22, 2015, 10:13 am

      Hey Alyssa, It looks pretty darn good, but there is a little bit of set up. I don’t think you will have to get involved with the CSS.

      In a lot of things, if you have it set up already with Tablepress & Magic Liquidizer, then I would probably just keep going with that. Does that take a lot of time to set up.

      The main thing with the theme is that it works super well for the review style sites.

  • Nadya from livingoffcloud.com November 19, 2015, 8:34 am

    Hey Doug, your post came right in time for me! I am about to make one more Amazon website and have been thinking about what theme to choose. None of my other websites use a dedicated Amazon theme, so I was planning to spend days on choosing the proper one…
    But thanks to your post I do not have to 🙂 it makes the choosing task much easier 🙂

    • Doug Cunnington November 19, 2015, 2:05 pm

      Hey Nadya, Thanks for checking it out. Glad to help out.

  • Enda November 19, 2015, 9:01 am

    Hi Doug, yes I know ALL about wasting time searching for themes. I tried a lot of them but found that Amazon related themes all looked a bit over promotional to me. I used Customizr a lot and like that one as it has many really good features. I bought the Ultimate Azon Theme and it works well if you are building a new website, though not so hot if you are changing themes and having existing content. I also like the format of the 2012 theme as it is nice and clean.

    For informational types of Amazon websites I use Customizr and for more product based ones I go with Ultimate. Still hard to find a decent tables plug-in and I know Dave Nicosia has one of those as well, but I am not a huge fan. I bought it and use it for some sites.

    I think the type of Amazon site should end up dictating the theme.

    • Doug Cunnington November 19, 2015, 2:05 pm

      Hey Enda, Thanks for the comment! Customizr is pretty nice and I bet I’ve seen some of your sites around… Good point about the kind of site dictating the theme. I just want the theme to not slow me down. Too many settings can be confusing.

      • Enda November 19, 2015, 2:29 pm

        I have read that too many plug-ins slow a website down. Any thoughts on that Doug?

        • Doug Cunnington November 19, 2015, 3:00 pm

          Yes, that is true! I like to have less than 10 plugins active. If you aren’t using it, than deactivate the plugin.

  • Aksam Zarook February 3, 2016, 11:05 pm

    Thanks for this article. I was looking for amazon affiliate wordpress themes in Google and came across your post.

    I would like to hear about your frank thoughts on the future of amazon affiliate and these kind of sites. Is it sustainable? I’ve had second thoughts about going into this affiliate marketing. What do you think about them in say 2020? Will they still bring in money?

    FYI, I’ve been a amazon affiliate since 2008 and have several amazon niche sites and general sites still running. But I’ve never used purpose built amazon theme yet get a few thousand dollars each year from my sites. I haven’t invested much time or effort in my sites for last couple of years because I thought google will stop ranking these kind of affiliate sites as time goes. But I saw how wrong i’m when I made the most money last december 2015 from amazon I ever made even after hardly doing anything or touching my amazon sites the whole 2015. So now I’m trying to seriously put some efforts and get into this affiliate marketing more.

    • Doug Cunnington February 21, 2016, 3:26 pm

      Hey Aksam, I believe things will shift and change like they have over the last 10 years.

  • Dave Nicosia March 9, 2016, 9:04 am

    Everyone should keep in mind too that one website theme is not the best for everybody and every situation.

    I built Ultimate Azon Theme for myself and optimized it over a year. It ended up working so well that I decided to share it with everybody. If it’s not for you, it’s not for you. I’ve personally had great success with it and continue to!

    I also wanted to let your audience know that UAT works great for an “authority” style site as well. I have a new tutorial that shows you how to set it up that way.


  • Jaswinder April 24, 2016, 3:01 pm

    Very nice and detailed post on the topic.

    Right now I am using free spacious theme for my Ease Bedding Site and planning to change it with better one.

    Which one, not decided yet, still searching.


  • Freya Osborne October 5, 2016, 10:53 pm


    Thanks for the ‘Ultimate Azon’ recommendation.I also use the theme.

    Can you give me a list of popular theme for Amazon Affiliate site?


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