Amazon Launches Brand Gallery, a New Sponsored Brands Creative Format for Reserve Share of Voice Campaigns (May 28, 2026)
On May 28, 2026, Amazon Ads launched Brand Gallery, a new creative format for Sponsored Brands that replaces the usual product listings at the top of search results for branded queries with lifestyle imagery and Brand Store navigation. Brand Gallery operates exclusively within Reserve Share of Voice (RSOV) campaigns — Amazon's fixed-price reservation system for branded keywords that launched in October 2025. The format is made up of four components: a media block, brand messaging, a call-to-action linking directly to the advertiser's Brand Store, and a carousel of three to five Brand Store categories or collections. Advertisers select assets and configure destinations through the Ads Console or Amazon Ads API in a self-service model, with no managed service required. The format is available in 19 markets, including the United States and Canada.
Real-World Impact
Amazon cited internal 2025 data showing that when Sponsored Brands route shoppers to a Brand Store rather than product pages, customers spend 1.5 times more per order and buy 12% more units per order. A four-advertiser beta running March–May 2026 reported stronger performance than product-focused formats, though Amazon disclosed no specific percentages.
Key Points
- Announced May 28, 2026: Brand Gallery is a new Sponsored Brands creative format that shows lifestyle imagery and Brand Store navigation instead of product listings at the top of search results for branded queries
- It operates exclusively within Reserve Share of Voice (RSOV) campaigns, Amazon's fixed-price reservation system for branded keywords that launched in October 2025
- The format has four components: 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
- Setup is self-service through the Ads Console or Amazon Ads API; no managed service is required
- Eligibility requires Brand Registry membership and an active Brand Store
- Available in 19 markets including the United States, Canada, Mexico, Brazil, Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden, Saudi Arabia, UAE, Egypt, Australia, India, and Japan
What You Should Do Now
- 1If you run RSOV campaigns on branded keywords, evaluate Brand Gallery as an alternative to product-focused Sponsored Brands creatives for those reservations
- 2Confirm you have Brand Registry enrollment and an active Brand Store, both of which are required to use the format
- 3Prepare lifestyle imagery, a headline, and three to five Brand Store categories or collections to feature in the carousel
- 4Build and configure the format yourself through the Ads Console or Amazon Ads API, since it is self-service with no managed-service requirement