Amazon today launched Brand Gallery, a new creative format for Sponsored Brands campaigns running inside reserve share of voice (RSOV) placements. The announcement, published on May 28, 2026, marks a shift in how the company's advertising platform handles branded search queries - moving away from product-listing layouts toward immersive, brand-forward experiences at the top of search results.

The format is available now across 19 markets spanning North America, South America, Europe, the Middle East, and Asia Pacific.

Brand Gallery is not a standalone campaign type. It is a creative format that sits exclusively within RSOV campaigns, the fixed-price reservation system Amazon introduced for Sponsored Brands in October 2025. That earlier product, covered by PPC Land when it launched, allowed advertisers to guarantee top-of-search placement for their own branded keywords at an upfront cost - effectively removing auction variability for queries where the shopper had already decided which brand they wanted.

Brand Gallery builds on that reserved placement with a distinct visual structure. According to Amazon, the format consists of four components: a media block, brand messaging, a call-to-action linking directly to the Brand Store, and a carousel of three to five Brand Store categories or collections. Advertisers supply lifestyle imagery and can configure custom text and custom headlines. The destination is the Brand Store itself, not a product detail page.

The creative setup is self-service. Advertisers select assets, configure Brand Store destinations, and launch campaigns through either the Ads Console or the Amazon Ads API. No managed-service relationship is required.

Amazon's rationale for the format centers on a mismatch between shopper intent and ad format. When someone searches for a specific brand on Amazon, they have already made a brand-level decision. They are not comparing options - they are exploring what that brand offers. Existing top-of-search formats, however, were designed around product comparison: multiple product tiles, prices, ratings. That architecture serves discovery-mode shoppers well, but may not match the deeper browsing behavior of someone who already has a brand in mind.

Brand Gallery is designed specifically for that branded query context. By presenting lifestyle imagery alongside curated links to Brand Store categories or collections, the format attempts to guide the shopper deeper into the brand's own environment rather than routing them toward individual product pages.

It is worth noting that Amazon's advertising platform has been systematically expanding Brand Store measurement tools throughout 2025. A Brand Store page views metric for Sponsored Brands was added on November 3, 2025, giving advertisers a way to quantify how much Sponsored Brands traffic was reaching their storefronts. That measurement infrastructure makes Brand Gallery's Brand Store-as-destination approach more attributable than it would have been a year earlier.

Performance data from the beta period

Amazon cited two data points in support of the format. The first comes from a beta test conducted with four advertisers between March and May 2026. According to Amazon, that test showed "strong performance improvements compared to product-focused formats," though the company did not release specific percentage figures from the beta.

The second data point is broader. According to Amazon's internal worldwide data from 2025, 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 to campaigns that send shoppers to product detail pages. That figure is not specific to Brand Gallery - it applies to any Sponsored Brands campaign directing to a Brand Store - but it provides the underlying rationale for the format's architecture.

The beta sample was small: four advertisers over roughly three months. The worldwide statistic, while covering a much larger population, reflects existing Sponsored Brands campaigns rather than the Brand Gallery format specifically. Both figures should be read in that context.

Geographic availability

Brand Gallery is live across 19 markets at launch. The full list, according to Amazon: United States, Canada, Mexico, Brazil, Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden, Saudi Arabia, United Arab Emirates, Egypt, Australia, India, and Japan.

That footprint spans every region where Amazon operates at meaningful scale. Notably, the format is available immediately in all three major North American markets, the UK and five continental European markets, three Gulf Cooperation Council markets, and three Asia Pacific markets. The simultaneous multi-region launch differs from Amazon's typical pattern of rolling new advertising features first through the United States before expanding internationally.

How this fits into RSOV's existing mechanics

Understanding Brand Gallery requires some familiarity with how RSOV itself works. Amazon introduced reserve share of voice in October 2025 as a mechanism for advertisers to lock in top-of-search Sponsored Brands placements for their own branded keywords at a fixed, upfront price. The process involves validating which branded keywords are eligible - eligibility is determined through Amazon's Brand Registry, meaning generic terms cannot be reserved - then specifying a time frame with start and end dates. Amazon's pricing engine calculates a total cost for the reservation. Once in "proposed" state, the deal cannot be modified.

A sample deal in Amazon's documentation spanned November 1, 2025 through January 30, 2026 and carried a cost of $4,914 USD for a set of branded keyword variations. Budget type for RSOV campaigns is set to "LIFETIME," cost type to "FIXED_PRICE," and the campaign goal tracks "TOP_OF_SEARCH_IMPRESSION_SHARE." The system does not guarantee 100% impression share - Amazon's documentation states the ad "will appear on Sponsored Brands top of search placement for those branded queries most of the time."

Brand Gallery is now one of the creative options available within that RSOV framework. An advertiser who has already reserved top-of-search placements for their branded keywords can choose Brand Gallery as their creative format, using it for product launches, seasonal pushes, or tentpole events where brand narrative is the priority over immediate product conversion.

Brand Store as the central infrastructure layer

Brand Gallery's architecture places the Brand Store at the center of the experience. The call-to-action routes to the Brand Store. The carousel surfaces Brand Store categories or collections specifically. This means advertisers without a functioning, well-structured Brand Store cannot use the format effectively.

Amazon has invested significantly in Brand Store infrastructure over the past 18 months. The Brand Stores API exited beta in February 2026, enabling programmatic management of storefront content. Section-level engagement insights - which measure how shoppers interact with individual Brand Store sections rather than the store as a whole - became available in January 2026. Amazon also shifted its Brand Store quality rating system in December 2025 from engagement metrics like dwell time to sales-based scoring, signaling that the company views storefronts primarily as revenue drivers rather than brand awareness vehicles.

That infrastructure context matters for Brand Gallery. Advertisers looking to adopt the format are effectively being asked to treat their Brand Store as the end destination for their highest-intent branded queries. The quality and organization of the storefront - how well categories are defined, whether collections are curated, whether the content aligns with the lifestyle imagery selected for Brand Gallery ads - will influence how much value the format delivers.

Where the format sits in Amazon's broader advertising expansion

Amazon's advertising business posted $17.7 billion in the third quarter of 2025, representing 22% year-over-year growth, and full-year 2025 advertising revenue reached $68.6 billion, with the fourth quarter reaching $21.3 billion. In the first quarter of 2026, Amazon advertising grew 24%, according to figures cited in recent PPC Land coverage.

Against that financial backdrop, the platform has been introducing creative and measurement tools at a high pace. Sponsored Brands product collections launched in January 2026, requiring a minimum of three ASINs and replacing earlier product collections campaigns. AI-powered shopping prompts for Sponsored Brands moved from free beta to billable on March 25, 2026, introducing cost-per-click charges for conversations generated through Rufus AI. Brand Gallery adds a third distinct layer: a format specifically for the moment when the shopper already knows who they are buying from.

Each of these formats targets a different point on the consideration journey. Product collections are for browsing and comparison. AI prompts intercept decision-making queries. Brand Gallery is upstream of both - it addresses the exploration phase after brand selection but before product selection has occurred.

Access and eligibility

Brand Gallery is available to Amazon sellers, vendors, partners, and agencies. Access is through the Ads Console and the Amazon Ads API. Advertisers who have not yet registered for Sponsored Brands reserve share of voice must do so before they can access the Brand Gallery format, since it operates exclusively within RSOV campaigns.

Amazon has not disclosed pricing mechanics specific to Brand Gallery beyond the existing RSOV fixed-price model. Costs are determined when the deal is created and depend on the keywords reserved, the markets targeted, and the time frame specified.

Several technical and creative prerequisites exist before an advertiser can meaningfully use Brand Gallery. First, Brand Registry membership is required. RSOV keyword reservation depends on Amazon's Brand Registry system for eligibility validation - generic terms cannot be reserved. Second, an active and populated Brand Store is necessary, since both the call-to-action and the carousel draw directly from Brand Store structure. A storefront with poorly defined categories or sparse collections will produce a weaker Brand Gallery experience regardless of the quality of the lifestyle imagery selected.

Third, the lifestyle assets themselves must be prepared in advance. Unlike standard Sponsored Brands formats, which can rely on product images already present in the catalog, Brand Gallery requires imagery that represents the brand in a contextual, non-product-isolated way. That asset creation step may represent an incremental production cost for sellers who have not previously invested in brand photography.

Fourth, because Brand Gallery runs inside RSOV deals - which operate on fixed timelines with start and end dates - campaign planning requires more lead time than standard auction-based Sponsored Brands campaigns. Once a deal reaches "proposed" state, modification is not permitted. Advertisers need to finalize keywords, dates, and creative assets before committing.

Amazon's self-service architecture means these steps are manageable without agency involvement, but the combination of Brand Registry requirements, storefront health, asset production, and deal-state constraints makes Brand Gallery a more involved setup than a standard sponsored product campaign.

Timeline

Summary

Who: Amazon Ads, targeting sellers, vendors, partners, and agencies running Sponsored Brands campaigns. The format is relevant to any brand that has reserved branded keyword placements through the RSOV system and maintains an active Brand Store.

What: Brand Gallery is a new Sponsored Brands creative format that replaces product-listing ads in RSOV placements with lifestyle imagery, custom headlines, brand messaging, and a carousel of three to five Brand Store categories or collections. It is self-service, accessible via the Ads Console and Amazon Ads API.

When: Announced and launched on May 28, 2026. The supporting beta period ran from March through May 2026 with four participating advertisers.

Where: Available immediately across 19 markets: United States, Canada, Mexico, Brazil, Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden, Saudi Arabia, United Arab Emirates, Egypt, Australia, India, and Japan.

Why: Branded search queries represent high-intent moments where shoppers have already selected a brand and are looking to explore its range. Standard top-of-search product listing formats were designed for comparison shopping, not brand exploration. Brand Gallery attempts to match the ad creative to the actual intent behind a branded query - guiding shoppers into Brand Store environments rather than individual product pages. Amazon's own data shows that Sponsored Brands campaigns directing to Brand Stores generate 1.5 times higher spend per order and 12% more units per order compared to campaigns routing to product detail pages.