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Amazon Ads has launched Brand Gallery, a new Sponsored Brands creative format designed to help advertisers create a richer brand experience at the top of Amazon search results for branded keywords.
The format is available within reserve share of voice campaigns and gives advertisers a more visual, brand-led way to engage shoppers who are already searching for a specific brand. Instead of showing shoppers a standard product-focused ad experience, Brand Gallery allows advertisers to guide them into a curated Brand Store journey using lifestyle imagery, custom messaging, headlines, and category-level navigation.
The launch signals Amazon’s continued push to make branded search more valuable for sellers, vendors, agencies, and retail media partners. Branded searches are often among the highest-intent moments on Amazon because shoppers have already shown familiarity with a brand and are actively looking for its products. With Brand Gallery, Amazon is giving advertisers a format that better matches that intent.
What is Brand Gallery?
Brand Gallery is a new Sponsored Brands creative format that appears at the top of search results for branded search queries. It is designed to help advertisers showcase the broader brand experience, not just individual products.
The format includes a large media block, brand messaging, a call-to-action that links to the advertiser’s Brand Store, and a carousel featuring three to five Brand Store categories or collections. Advertisers can use lifestyle imagery, custom text, and custom headlines to create a more immersive experience for shoppers.
This makes Brand Gallery different from traditional product-led Sponsored Brands formats. Instead of pushing shoppers directly toward a specific product detail page, Brand Gallery encourages them to explore the brand’s full catalog, curated collections, or category pages inside the Brand Store.
For example, a beauty brand could use Brand Gallery to highlight skincare, haircare, and makeup collections. A home and kitchen brand could direct shoppers into cookware, storage, dining, or seasonal collections. A fashion brand could use the format to showcase new arrivals, bestsellers, occasion-based edits, or category-specific Store pages.
The main idea is simple: when shoppers search for a brand, they are not always looking for one specific product. They may want to browse, compare, discover new launches, or explore the brand’s full range. Brand Gallery gives advertisers a search format built for that journey.
Why Amazon built this for branded search
Branded search is a critical moment in the Amazon shopper journey. When a shopper types a brand name into the search bar, they are already showing intent, awareness, and trust. These searches are usually closer to purchase than broad category searches because the shopper has already narrowed their consideration to a specific brand.
However, traditional top-of-search ad formats are often built around product comparison. They usually place individual product listings in front of the shopper, which can be effective for direct conversion but less effective for brand exploration.
Brand Gallery addresses that gap. It gives advertisers a more storytelling-led format that can combine visual identity, brand positioning, and curated navigation in one placement.
This is especially important for brands with large catalogs, multiple product lines, seasonal campaigns, or strong lifestyle positioning. Instead of making the shopper land on a single product detail page, the advertiser can send them into a richer Brand Store experience where the shopper can explore multiple collections.
For brands that invest heavily in Amazon Stores, Brand Gallery also creates a stronger bridge between search advertising and Store discovery. It helps turn a branded search into a more complete brand interaction.
How Brand Gallery works inside RSOV campaigns
Brand Gallery is available within Sponsored Brands’ reserve share of voice campaigns. RSOV campaigns allow advertisers to reserve visibility for branded keywords at the top of search. This gives brands a more predictable presence during high-intent shopping moments.
With Brand Gallery, advertisers can now combine that reserved top-of-search visibility with a more immersive creative format.
The campaign setup is self-service. Advertisers can select creative assets, add custom text and headlines, choose Brand Store destinations, configure category or collection links, and launch campaigns through the Amazon Ads Console or Amazon Ads API.
This self-service access is important because it allows advertisers and agencies to plan Brand Gallery campaigns around specific business moments. These may include product launches, seasonal promotions, tentpole retail events, brand refreshes, category expansion, or competitive defense strategies.
For agencies and partners managing Amazon Ads campaigns for multiple brands, Brand Gallery also creates a new creative planning layer. It is not just about keyword coverage or bid strategy. The format requires stronger coordination between advertising, creative, Brand Store structure, and merchandising.
Why Brand Gallery matters for advertisers
Brand Gallery matters because it gives advertisers a better format for shoppers who are already engaging with their brand.
A shopper searching for a branded keyword is different from a shopper searching for a broad category term. Someone searching for “Nike running shoes,” “Samsung TV,” or “The Ordinary serum” has already moved beyond general category discovery. They are actively looking for a brand, which means the ad experience should help them explore that brand in a more meaningful way.
Brand Gallery does this by shifting the focus from isolated product promotion to brand-led navigation. The format can help advertisers:
1. Build stronger brand visibility at the top of search
2. Guide shoppers into Brand Store categories or collections
3. Promote new launches and seasonal edits
4. Highlight brand values, product range, or lifestyle positioning
5. Increase engagement with Brand Store pages
6. Create a more cohesive branded experience across search and Store
This can be especially useful for brands that sell across multiple categories. A product-only ad may limit the shopper’s path to one item, while Brand Gallery can open several pathways based on shopper interest.
For example, a consumer electronics brand could use Brand Gallery to direct shoppers to laptops, tablets, accessories, and gaming products. A grocery brand could showcase healthy snacks, breakfast items, pantry essentials, and festive bundles. This gives the shopper more choice while keeping them within the brand’s owned Amazon experience.
A shift from product advertising to brand experience
Brand Gallery reflects a broader shift in Amazon advertising: brands are being encouraged to think beyond single-product ads and build more connected shopping journeys.
Sponsored Products remain important for product-level conversion. Sponsored Brands remain important for visibility and discovery. But formats like Brand Gallery show that Amazon is placing more emphasis on brand experience, curated merchandising, and Store-led engagement.
This matters because competition on Amazon is no longer only about showing up in search results. It is also about what happens after the shopper clicks. If the landing experience is fragmented, generic, or too narrow, brands may lose the chance to increase basket size, cross-sell related products, or introduce shoppers to a broader catalog.
Brand Gallery helps solve this by making the ad itself a gateway into the brand ecosystem. The combination of lifestyle imagery, brand messaging, Store CTA, and category carousel gives advertisers more room to shape how shoppers understand and explore the brand.
Performance potential
According to the launch information, early beta results showed strong performance improvements compared to product-focused formats. While Amazon has not shared detailed public benchmarks for Brand Gallery in the provided launch note, the direction is clear: Amazon is positioning the format as a way to improve engagement during branded search moments.
The launch information also notes that, based on worldwide data, shoppers spend 1.5 times more per order and purchase 12% more units per order when Sponsored Brands campaigns use a Brand Store as the landing page compared with campaigns that send shoppers to product detail pages.
That finding supports the logic behind Brand Gallery. When shoppers are directed to a Brand Store, they are exposed to more products, more categories, and a more complete brand experience. This can create stronger opportunities for cross-selling, upselling, and deeper catalog discovery.
For advertisers, the implication is that Brand Gallery should not be treated only as a visual upgrade. It should be treated as a strategic Store traffic format. The quality of the Brand Store, the structure of category pages, and the relevance of collections will directly affect how well the campaign performs.
Where Brand Gallery is available
Brand Gallery is available across major Amazon Ads markets.
In North America, the format is available in the United States, Canada, and Mexico.
In South America, it is available in Brazil.
In Europe, it is available in Germany, France, the United Kingdom, Belgium, Poland, Turkey, the Netherlands, and Sweden.
In the Middle East, it is available in Saudi Arabia, the United Arab Emirates, and Egypt.
In the Asia Pacific, it is available in Australia, India, and Japan.
The wide regional availability suggests that Amazon sees this as a meaningful addition to Sponsored Brands for both mature and growing advertising markets.
Who can use Brand Gallery?
Brand Gallery is available to Amazon sellers, vendors, partners, and agencies. It can be accessed through the Amazon Ads Console and the Amazon Ads API.
This makes the format relevant for both direct advertisers and managed-service teams. Sellers and vendors can use it to strengthen their branded keyword strategy, while agencies and partners can use it as part of broader marketplace advertising, Store optimization, and retail media planning.
What advertisers should prepare before using Brand Gallery
To get the most from Brand Gallery, advertisers should prepare more than campaign settings. The format depends heavily on the quality of the Brand Store and creative assets.
Before launching, brands should review whether their Store categories and collections are clearly structured. A Brand Gallery campaign will only be as strong as the destinations it sends shoppers to. If Store pages are outdated, poorly organized, or missing key products, the campaign may not deliver its full value.
Advertisers should also prepare strong lifestyle imagery that represents the brand clearly. Since Brand Gallery is built to be more immersive, generic product images may not be enough. The creative should communicate the brand’s identity, product use case, or seasonal relevance quickly.
The carousel categories or collections should also be selected carefully. These should reflect the most relevant shopper paths for branded searches. For some brands, that may mean bestsellers and new arrivals. For others, it may mean category pages, bundles, gift edits, or seasonal collections.
Why this launch matters for Amazon’s retail media ecosystem
Brand Gallery is another sign that Amazon Ads is moving toward more premium, brand-safe, and experience-led advertising formats.
As retail media becomes more competitive, advertisers are looking for formats that offer more than impressions and clicks. They want formats that help them protect branded demand, improve engagement, and create stronger shopper journeys. Brand Gallery fits into that direction by combining top-of-search visibility with a more curated Store experience.
For brands, the launch creates a stronger reason to invest in Amazon Stores, branded creative, and structured category navigation. For agencies, it creates a new opportunity to connect advertising strategy with creative execution and Store merchandising.
The biggest impact may be seen during high-traffic periods such as Prime Day, Black Friday, Cyber Monday, festive sales, new product launches, and category campaigns. During these moments, branded searches can rise sharply, and Brand Gallery gives advertisers a more controlled way to capture and guide that demand.
The bottom line
Amazon’s launch of Brand Gallery gives advertisers a more immersive way to engage shoppers during branded search moments.
By combining the predictable visibility of reserve share of voice campaigns with richer creative, Store navigation, and brand storytelling, the format helps advertisers move beyond product-only search ads. It gives brands a better way to turn high-intent branded searches into deeper exploration, stronger engagement, and potentially higher-value shopping journeys.
For sellers, vendors, agencies, and partners, Brand Gallery should be viewed as both an advertising format and a Brand Store strategy.
Brands that already have strong Store pages, clear category architecture, and compelling lifestyle creative will be best positioned to benefit from the launch.
