Launch announcement

Drive branded search engagement1 with Sponsored Brands Brand Gallery

May 28, 2026

What launched?

Amazon launched Brand Gallery, a new Sponsored Brands creative format available within reserve share of voice (RSOV) campaigns. Brand Gallery enables advertisers to deliver a more immersive, brand-forward experience at the top of search for branded keywords.

With Brand Gallery, advertisers can move beyond individual product ads and instead showcase their brand using lifestyle imagery with support for custom text, custom headlines, and curated navigation into Brand Store categories or collections. The format includes a media block, brand messaging, a call-to-action linking to the Brand Store, and a carousel of three to five Brand Store categories or collections.

This new experience is designed for branded search queries, where shoppers have already chosen a brand and are looking to explore its offerings. By aligning the creative format with this discovery intent, Brand Gallery helps advertisers guide shoppers into richer, more cohesive brand experiences.

Brand Gallery is fully self-service within RSOV campaigns, allowing advertisers to select creative assets, configure Brand Store destinations, and launch campaigns through the Ads Console or API.

Amazon Site

Sponsored Brands reserve share of voice brand gallery example

Why is it important?

Branded searches represent some of the highest-intent moments on Amazon, where shoppers are actively seeking a specific brand. However, traditional top-of-search ad experiences are primarily designed for product comparison, often presenting individual product listings that may not fully support brand exploration.

Brand Gallery introduces a creative experience purpose-built for these moments. By emphasizing brand storytelling and curated navigation instead of isolated product listings, advertisers can better match shopper intent, improve engagement, and drive deeper exploration of their brand.

Early beta results show strong performance improvements compared to product-focused formats. Additionally, worldwide data shows that shoppers spend 1.5x more per order and purchase 12% more units per order when Sponsored Brands campaigns use a Brand Store as the landing page, compared to campaigns that direct to product detail pages 2.

By combining the predictable top-of-search presence of RSOV with a more engaging creative format, Brand Gallery helps advertisers strengthen brand visibility, improve shopper engagement, and drive incremental sales during key moments such as product launches, seasonal campaigns, and tentpole events.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden
  • Middle East: Saudi Arabia, United Arab Emirates, Egypt
  • Asia Pacific: Australia, India, Japan

Who can use it?

  • Amazon Sellers
  • Vendors
  • Partners
  • Agencies

Where do I access it?

Register to get started with Sponsored Brands reserve share of voice

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Sources

1 Amazon Internal data, beta test with 4 advertisers, March – May, 2026

2 Amazon Internal data, WW, 2025