The Amazon Ads API this month moved its Brand Stores management API from beta to general availability, completing a transition that began when the capability first appeared in the developer documentation in June 2025. The shift to production status means all Brand Store owners can now programmatically manage their Amazon storefronts without the constraints or uncertainty that accompany beta software.

According to Amazon's release notes published in the Advanced Tools Center, the API "enables brands and advertisers to programmatically manage their Amazon Brand Stores at scale." Two core capabilities define its scope: retrieving and updating product content and selection across Brand Store pages, and submitting store updates for moderation. Neither function is new - both existed during the beta period - but the graduation to GA signals that Amazon considers the infrastructure stable enough for production advertising workflows.

The announcement matters most for brands running large product catalogs across multiple storefronts. Manual Brand Store management through Amazon's advertising console becomes increasingly impractical as catalog size grows. Product availability changes, pricing updates, and seasonal merchandising shifts all require content adjustments that, without API access, demand hands-on operator time. The management API allows those updates to be scripted and scheduled rather than executed manually.

What the API actually does

The technical architecture centers on the /v2/stores endpoint, which retrieves Brand Store information for all registered stores under an advertiser. Each store response includes a brandEntityId - the identifier required to make subsequent API calls - alongside storePageInfo objects containing individual page identifiers and URLs. A typical response returns the store's storeName, entity identifiers, and a list of storePageId values mapped to their corresponding page URLs and names.

Brands operating multiple storefronts can retrieve all registered stores in a single API call, then use the returned brandEntityId values to manage content across each property. The moderation submission capability means that once content changes are staged programmatically, the same API workflow can push those updates through Amazon's review process without requiring manual intervention through the advertising console.

According to Amazon's documentation, these capabilities "can be combined with Brand Home APIs to create a more efficient and streamlined management process for Brand Stores on Amazon." Brand Home APIs handle the homepage layer of the storefront, while the Brand Stores management API addresses page-level content. Together, they form a complete programmatic surface for Brand Store operations.

A longer development arc

The path to general availability began eight months earlier. In June 2025, Amazon introduced Brand Store management APIs through its Advanced Tools Center as a new set of programmatic capabilities for managing Brand Stores. At that stage, the documentation listed the same two core functions now confirmed at GA: retrieving and updating product content, and submitting updates for moderation. The June 2025 release notes described the APIs as "generally available to all Brand Store owners through the Amazon Ads API" - language that the February 2026 GA announcement clarifies represented the beta phase rather than a full production release.

This distinction - between a feature being accessible and a feature being production-ready - runs through Amazon's API development cycle. The company frequently makes capabilities available to all users during beta periods while continuing internal stability testing before declaring GA status. The February 2026 announcement formally closes that gap.

Connecting to broader Brand Store developments

The GA announcement arrives during a period of significant infrastructure investment around Brand Stores specifically. Amazon shifted Brand Store quality ratings from engagement-based to sales-based scoring on December 12, 2025, replacing dwell time metrics with revenue attribution across 29 countries. That change altered how Amazon classifies store quality - High, Medium, or Low - based on sales attributed to Brand Store visits within 14-day attribution windows rather than how long shoppers spent browsing.

Amazon's internal data associated with that December update showed high-quality stores generating up to 97% more sales than low-quality counterparts, and 39% more sales compared to medium-quality stores, during the period from July 5 through September 6, 2025. Those figures provide concrete motivation for brands to optimize store content - precisely the kind of optimization that the management API makes scalable.

Before that, Amazon launched section-level performance metrics for Brand Stores in beta on January 16, 2026, giving advertisers granular engagement data - renders, viewable impressions, clicks, and click-through rate - for each component of their storefronts. The Stores Analytics API received new endpoints for retrieving those section-level metrics programmatically, extending the measurement infrastructure alongside the management infrastructure.

Amazon also added a Brand Store page views metric for Sponsored Brands campaigns on November 3, 2025, making it possible to track traffic driven specifically by Sponsored Brands advertising to Brand Store pages. That metric, accessible via Campaign Manager and reporting API through a parameter labeled "Brand Store page views (BSPV)", connected upper-funnel advertising investment to storefront engagement in ways previously unavailable. Historical data for that metric extends to September 15, 2025.

Earlier, Amazon launched new metrics for Brand Stores in February 2024, introducing average bounce rate, average dwell time, and new-to-store visitor counts through the Brand Stores Insights dashboard and Amazon Ads API.

The analytics layer underneath

The Brand Store analytics API, which operates alongside the management API, supports a data range spanning up to 100 days per request - meaning the difference between startDate and endDate cannot exceed that threshold. Available insight metrics include VIEWS, ORDERS, UNITS, SALES, VISITS, VISITORS, SCORE_LEVEL, RECOMMENDATIONS, CONTRIBUTORS, DWELL, PEER_DWELL, DWELL_TIME, BOUNCE_RATE, and NEW_TO_STORE. Each serves distinct measurement purposes within the storefront analytics framework.

Not all metrics are equally flexible in how they can be segmented. VISITORS, SCORE_LEVEL, CONTRIBUTORS, DWELL, PEER_DWELL, DWELL_TIME, BOUNCE_RATE, and NEW_TO_STORE can only be aggregated by the DATE dimension. VIEWS, ORDERS, UNITS, SALES, and VISITS can be aggregated across DATE, PAGE, SOURCE, and TAG dimensions. This constraint exists because visitor counts are measured at the store level, making disaggregation by page or source technically inaccurate.

ASIN-level metrics extend the reporting layer down to individual product performance within storefronts. These include VIEWS, ORDERS, UNITS, ADDTOCARTS, IN_STOCK_VIEWS, AVERAGE_IN_STOCK_PRICE, IN_STOCK_RATE, AVERAGE_SALE_PRICE, CONVERSION_RATE, CLICKS, CLICK_RATE, and RENDERS. Each requires the ASIN dimension to function. TOTAL_VIEWS and TOTAL_CLICKS - aggregate measures across all ASINs on store pages - operate at the store level and require the ASIN dimension to be omitted from requests.

Quality and recommendations metrics - SCORE_LEVEL, RECOMMENDATIONS, CONTRIBUTORS, DWELL, and PEER_DWELL - deliver a different category of insight. These focus on how a store's average dwell time compares to peer groups on Amazon, the current quality rating, and specific recommended actions. According to Amazon's documentation, a high SCORE_LEVEL rating means that brands have "taken actions that Amazon believes will increase the duration that shoppers spend on your Store." The API example response shows a DWELL value of 77.93 seconds with a PEER_DWELL comparison of 59.25 seconds - a gap that Amazon uses to calibrate the quality rating. RECOMMENDATIONS return as arrays containing a recommendedAction string and an observedAverageDwellTimeIncrease value showing the projected improvement from implementing that action.

Authentication and access requirements

API access requires completing the Amazon Ads API onboarding and Getting Started processes to obtain an access token and profile ID. The management endpoint structure uses the brand entity identifier as a path parameter: /stores/{brandEntityId}/insights. Requests authenticate through three headers - Amazon-Advertising-API-ClientId, Authorization (Bearer token), and Amazon-Advertising-API-Scope - following Amazon's standard Ads API authentication model. Content negotiation uses versioned Accept and Content-Type headers specifying application/vnd.GetInsightsForStoreResponse.v1+json and application/vnd.GetInsightsForStoreRequest.v1+json respectively.

Platform context

The Brand Stores management API GA arrives within a larger pattern of Amazon expanding programmatic control across its advertising stack. Amazon's unified Campaign Management API reached GA for Sponsored Products, Sponsored Brands, and Amazon DSP in August 2025, reducing what had previously been nearly 200 separate create, read, update, and delete endpoint variations down to 16 standardized operations. That consolidation reflected Amazon's stated goal of reducing cognitive load for developers building on its advertising infrastructure.

The DSP forecasting API followed a similar arc, moving from open beta to GA in October 2025. The Amazon Ads MCP Server entered open beta in early February 2026, enabling AI agents to interact with Amazon Ads API functionality through natural language. That development added a translation layer between conversational AI interfaces and the structured API calls underlying Brand Store management and other advertising operations.

Amazon has also been systematically expanding fee structures and monetization around its API ecosystem. Amazon introduced fees for third-party developer API access to its Selling Partner API starting January 31, 2026, requiring third-party developers to pay an annual subscription of $1,400 plus monthly usage fees based on call volume. The Ads API, which governs Brand Store management, operates under a separate developer program and was not mentioned in connection with those SP-API fee changes.

What it means for marketing operations

For teams managing Brand Stores across multiple markets or product lines, the GA status removes a practical barrier. Beta software carries risk of API contract changes - Amazon's own documentation notes that "the contract may be subject to change during the beta period" for other beta APIs. GA removes that uncertainty, enabling organizations to build production workflows around Brand Store content management without anticipating breaking changes.

The combination of the management API with the analytics layer creates a closed loop: pull performance data programmatically, identify underperforming products or pages, update content through the same API infrastructure, submit for moderation, and monitor the outcome through subsequent analytics calls. That workflow previously required manual steps at multiple stages. The GA announcement does not eliminate human judgment from the process - particularly around content strategy and moderation review - but it removes the operational bottlenecks that prevented that judgment from being applied efficiently at scale.

Timeline

Summary

Who: Amazon Ads, addressing all Brand Store owners - registered sellers, vendors, managed service accounts, and self-service advertisers - who use the Amazon Ads API.

What: The Brand Stores management API moved from beta to general availability, enabling brands to programmatically retrieve Brand Store page content, update product content and selection across store pages, and submit store updates for moderation at scale. The GA designation confirms production readiness and removes the risk of contract changes that accompany beta software.

When: Amazon published the general availability announcement in February 2026, eight months after the API first appeared in the Advanced Tools Center developer documentation in June 2025.

Where: The API operates through Amazon's Ads API infrastructure, accessible via the /v2/stores and /stores/{brandEntityId}/insights endpoints, authenticated through Amazon's standard Ads API credential system.

Why: Brands managing large product catalogs across multiple storefronts face practical limitations when relying on manual Brand Store management through the advertising console. The GA API enables those operations to be automated and scaled, connecting with a broader Amazon infrastructure push that includes sales-based quality ratings, section-level analytics, and unified campaign management - all aimed at making Brand Store optimization more data-driven and operationally efficient.

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