Brand Stores and Advertising

This page explains brand stores and brand advertising: what a brand store is, who is eligible, the rules for advertising, how promotions interact with Minimum Advertised Price, what data you receive, and how fees work. This page summarizes the Brand Store Policy, which governs.

Brand stores

A brand store is a curated storefront for a single brand on the Platform: the brand's products, story, and imagery in one place shoppers can browse. It is governed by the Brand Store Policy, which governs.

What you control:

• Which of your products are featured and how they are organized.
• The brand narrative and imagery, within the asset standards in Brand Assets and Logos.
• Promotional placements for your own products.

What you do not control:

• Checkout. Checkout is the Platform's.
• The product data model. Prices still follow the pricing rules and inventory still belongs to the seller making the offer.
• Other brands' presence on the Platform.

A brand store is not a separate website. It lives inside the Platform, uses the Platform's cart and checkout, and is subject to the Platform's policies. The store promotes your brand; it does not exempt your brand from any policy.

Eligibility

Requirements before you request a brand store:

1. You hold an active, verified brand record.
2. You are the owner of record for that brand. See Claiming Your Brand.

A brand under an ownership dispute or in suspended status does not receive a store until the underlying issue is resolved.

Advertising

Brand owners may run campaigns promoting their products, including sponsored placement in search and category results, brand-featured placements, and promotional pricing support. Advertising is governed by the Brand Advertising Policy, which governs. The rules that keep advertising accurate are:

• Ads are labeled. Sponsored placements are identified as sponsored. No placement may be presented in a way a reasonable shopper would mistake for an organic result.
• Ads make no claim the product page cannot support. If an ad states a claim, the product page must carry the substantiation. Advertising review checks the claim against the listing.
• No disparagement of competitors. Your ad promotes your product; it does not attack a competitor's product. A comparative claim requires substantiation the Platform can verify.
• Budget and billing are explicit. Ad spend is tracked, invoiced, and reported against the budget you set. No additional spend is charged beyond that budget.

Promotions and the MAP boundary

Promotions interact with Minimum Advertised Price, and the funding source decides which process applies. See Minimum Advertised Price.

• A brand-funded promotion, where you fund the discount, is set by you on your terms and executed by the Platform.
• A seller-funded promotion priced below your MAP floor is a MAP matter, not a promotion matter. It is handled through the MAP process.
• A Platform-funded promotion is the Platform's responsibility to reconcile against MAP schedules.

Before you plan any promotion on your brand's products:

1. Check the MAP schedule for the products involved.
2. Coordinate the promotion with the brand team.

The most common brand program dispute after takedowns is a promotion that triggered a MAP issue no one checked in advance.

Data you receive

Brand stores and advertising generate performance data. The line is stated in the Brand Data & Analytics Policy, which governs:

• You receive aggregated performance for your brand: impressions, clicks, conversion, spend, and return on ad spend.
• You do not receive individual seller data, individual shopper data, or anything that would let you reconstruct a competitor's business.

Fees

Brand stores and advertising placements carry program fees. A fee is payable only if the fee is stated in the Brand Program Fees Policy, which governs. No fee is charged that is not in the published schedule. When you set an advertising budget, confirm the current schedule before you commit spend.