Abstract: This invention relates to a process for the preparation of storage-stable dye dispersions of alkali metal salts of anionic azo direct dyes by(a) preparing an aqueous slurry of an alkali metal salt of an azo direct dye, said salt having a solubility in water at 25.degree. C. of about 0.1 to about 15% by weight, by azo coupling one or more aromatic diazonium salts with one or more couplers while maintaining a pH of at least about 5 by adding a basic alkali metal compound in the absence of a nitrogen-containing base;(b) optionally, stirring the aqueous slurry at a temperature of about 5.degree. C. to about 100.degree. C. for up to about six hours;(c) optionally, adjusting the temperature of the aqueous slurry to about 5.degree. C. to about 40.degree. C.; and(d) adding to the aqueous slum/a viscosity enhancing agent in an amount sufficient to obtain a viscosity, determined at a temperature of about 20.degree. to about 25.degree. C.