diff --git a/app/admin/merchants/page.tsx b/app/admin/merchants/page.tsx
index 24b2027..690fe09 100644
--- a/app/admin/merchants/page.tsx
+++ b/app/admin/merchants/page.tsx
@@ -32,6 +32,17 @@ export default function MerchantsAdminPage() {
   const [offerSyncId, setOfferSyncId] = useState<number | null>(null);
   const [banner, setBanner] = useState<string | null>(null);
 
+  // --- new merchant form state ---
+  const [showNewMerchantForm, setShowNewMerchantForm] = useState(false);
+  const [creating, setCreating] = useState(false);
+  const [newMerchant, setNewMerchant] = useState({
+    name: "",
+    avantlinkMid: "",
+    feedUrl: "",
+    offerFeedUrl: "",
+    isActive: true,
+  });
+
   // --- load merchants ---
   useEffect(() => {
     const controller = new AbortController();
@@ -179,6 +190,56 @@ export default function MerchantsAdminPage() {
     }
   };
 
+  // --- create new merchant ---
+  const handleCreateMerchant = async () => {
+    try {
+      setCreating(true);
+      setError(null);
+      setBanner(null);
+
+      const res = await fetch(`${API_BASE_URL}/api/v1/admin/merchants`, {
+        method: "POST",
+        headers: { "Content-Type": "application/json" },
+        body: JSON.stringify({
+          name: newMerchant.name,
+          avantlinkMid: newMerchant.avantlinkMid,
+          feedUrl: newMerchant.feedUrl,
+          offerFeedUrl: newMerchant.offerFeedUrl || null,
+          isActive: newMerchant.isActive,
+        }),
+      });
+
+      if (!res.ok) {
+        const text = await res.text().catch(() => "");
+        console.error("Merchant creation failed", res.status, text);
+        throw new Error(
+          `Creation failed (${res.status})${text ? `: ${text}` : ""}`
+        );
+      }
+
+      const created: MerchantAdminDto = await res.json();
+      setMerchants((prev) => [...prev, created]);
+
+      // Reset form
+      setNewMerchant({
+        name: "",
+        avantlinkMid: "",
+        feedUrl: "",
+        offerFeedUrl: "",
+        isActive: true,
+      });
+      setShowNewMerchantForm(false);
+
+      setBanner("Merchant created successfully.");
+    } catch (e: any) {
+      console.error("Error creating merchant", e);
+      setError(e?.message ?? "Failed to create merchant");
+    } finally {
+      setCreating(false);
+      setTimeout(() => setBanner(null), 3000);
+    }
+  };
+
   return (
     <main className="min-h-screen bg-black text-zinc-50">
       <div className="mx-auto max-w-6xl px-4 py-6 lg:py-10">
@@ -211,6 +272,152 @@ export default function MerchantsAdminPage() {
           </div>
         )}
 
+        {/* Add New Merchant Section */}
+        <section className="mb-6 rounded-lg border border-zinc-800 bg-zinc-950/70 p-4">
+          {!showNewMerchantForm ? (
+            <button
+              type="button"
+              onClick={() => setShowNewMerchantForm(true)}
+              className="inline-flex items-center gap-2 rounded-md bg-amber-400 px-4 py-2 text-sm font-semibold text-black hover:bg-amber-300 transition-colors"
+            >
+              <span className="text-lg">+</span>
+              Add New Merchant
+            </button>
+          ) : (
+            <div>
+              <div className="flex items-center justify-between mb-4">
+                <h2 className="text-lg font-semibold text-zinc-100">
+                  Add New Merchant
+                </h2>
+                <button
+                  type="button"
+                  onClick={() => {
+                    setShowNewMerchantForm(false);
+                    setNewMerchant({
+                      name: "",
+                      avantlinkMid: "",
+                      feedUrl: "",
+                      offerFeedUrl: "",
+                      isActive: true,
+                    });
+                  }}
+                  className="text-zinc-400 hover:text-zinc-200 text-sm"
+                >
+                  Cancel
+                </button>
+              </div>
+
+              <div className="grid grid-cols-1 md:grid-cols-2 gap-4">
+                <div>
+                  <label className="block text-xs font-medium text-zinc-400 mb-1">
+                    Merchant Name *
+                  </label>
+                  <input
+                    type="text"
+                    value={newMerchant.name}
+                    onChange={(e) =>
+                      setNewMerchant((prev) => ({ ...prev, name: e.target.value }))
+                    }
+                    placeholder="e.g., Brownells"
+                    className="w-full rounded-md border border-zinc-700 bg-zinc-900 px-3 py-2 text-sm text-zinc-50 placeholder:text-zinc-600 focus:border-amber-400/70 focus:outline-none focus:ring-0"
+                  />
+                </div>
+
+                <div>
+                  <label className="block text-xs font-medium text-zinc-400 mb-1">
+                    AvantLink MID *
+                  </label>
+                  <input
+                    type="text"
+                    value={newMerchant.avantlinkMid}
+                    onChange={(e) =>
+                      setNewMerchant((prev) => ({
+                        ...prev,
+                        avantlinkMid: e.target.value,
+                      }))
+                    }
+                    placeholder="e.g., 12345"
+                    className="w-full rounded-md border border-zinc-700 bg-zinc-900 px-3 py-2 text-sm text-zinc-50 placeholder:text-zinc-600 focus:border-amber-400/70 focus:outline-none focus:ring-0"
+                  />
+                </div>
+
+                <div className="md:col-span-2">
+                  <label className="block text-xs font-medium text-zinc-400 mb-1">
+                    Feed URL *
+                  </label>
+                  <input
+                    type="text"
+                    value={newMerchant.feedUrl}
+                    onChange={(e) =>
+                      setNewMerchant((prev) => ({ ...prev, feedUrl: e.target.value }))
+                    }
+                    placeholder="https://..."
+                    className="w-full rounded-md border border-zinc-700 bg-zinc-900 px-3 py-2 text-sm text-zinc-50 placeholder:text-zinc-600 focus:border-amber-400/70 focus:outline-none focus:ring-0"
+                  />
+                </div>
+
+                <div className="md:col-span-2">
+                  <label className="block text-xs font-medium text-zinc-400 mb-1">
+                    Offer Feed URL (optional)
+                  </label>
+                  <input
+                    type="text"
+                    value={newMerchant.offerFeedUrl}
+                    onChange={(e) =>
+                      setNewMerchant((prev) => ({
+                        ...prev,
+                        offerFeedUrl: e.target.value,
+                      }))
+                    }
+                    placeholder="https://..."
+                    className="w-full rounded-md border border-zinc-700 bg-zinc-900 px-3 py-2 text-sm text-zinc-50 placeholder:text-zinc-600 focus:border-amber-400/70 focus:outline-none focus:ring-0"
+                  />
+                </div>
+
+                <div className="md:col-span-2">
+                  <label className="inline-flex items-center gap-2 text-sm text-zinc-300">
+                    <input
+                      type="checkbox"
+                      checked={newMerchant.isActive}
+                      onChange={(e) =>
+                        setNewMerchant((prev) => ({
+                          ...prev,
+                          isActive: e.target.checked,
+                        }))
+                      }
+                      className="h-4 w-4 rounded border-zinc-600 bg-zinc-900 text-amber-400 focus:ring-amber-400"
+                    />
+                    Active
+                  </label>
+                </div>
+              </div>
+
+              <div className="mt-4 flex gap-3">
+                <button
+                  type="button"
+                  onClick={handleCreateMerchant}
+                  disabled={
+                    creating ||
+                    !newMerchant.name ||
+                    !newMerchant.avantlinkMid ||
+                    !newMerchant.feedUrl
+                  }
+                  className={`rounded-md px-4 py-2 text-sm font-semibold transition-colors ${
+                    creating ||
+                    !newMerchant.name ||
+                    !newMerchant.avantlinkMid ||
+                    !newMerchant.feedUrl
+                      ? "bg-amber-400/20 text-amber-200 cursor-not-allowed"
+                      : "bg-amber-400 text-black hover:bg-amber-300"
+                  }`}
+                >
+                  {creating ? "Creating…" : "Create Merchant"}
+                </button>
+              </div>
+            </div>
+          )}
+        </section>
+
         {/* Table */}
         <section className="rounded-lg border border-zinc-800 bg-zinc-950/70 p-3 md:p-4">
           {loading ? (
diff --git a/components/parts/PartsBrowseClient.tsx b/components/parts/PartsBrowseClient.tsx
index 6bb31b4..5a27068 100644
--- a/components/parts/PartsBrowseClient.tsx
+++ b/components/parts/PartsBrowseClient.tsx
@@ -303,7 +303,7 @@ export default function PartsBrowseClient(props: {
     end: Math.min(currentPage * PAGE_SIZE, serverTotalElements),
   };
 
-  const headingTitle = props.title ?? `${partRole.replaceAll("-", " ")} parts`;
+  const headingTitle = props.title ?? `${partRole.replaceAll("-", " ")}s`;
   const headingSubtitle = props.subtitle ?? "Browse available parts.";
 
   // ----------------------------