Functionality is described for creating objects that represent respective items provided in a store. The objects can be embedded in various hosts, such as network-accessible pages (e.g., web pages), network-accessible journals (e.g., blogs), messages (e.g., Emails), and so on. Consumers can activate the objects in the hosts to retrieve information associated with the corresponding items. According to one illustrative feature, the functionality provides a general interface for creating objects for different types of items stored in the store, including file items of various kinds (e.g., text files, image files, audio files, spreadsheet files, video files, etc.), list items, folder items, and so on. According to another illustrative feature, the functionality provides an interface for allowing users to customize various aspects of objects.