Amazon Brand Stores API: Automating Storefronts

As of 22 February 2026, the Amazon Brand Stores API is officially out of beta. For the first time, brands can manage their Amazon storefronts programmatically — automatically, scalably and without constant clicking in Seller Central. We show what the API can do, who it is worth it for and how to use it.

What is the Brand Stores API?

The Brand Stores API is part of the Amazon Ads API and allows brand sellers to manage their Amazon storefronts via code. Instead of manually building pages, placing products and submitting updates in Seller Central, you do all of this via API calls.

Specifically, this means: you can build (or use) software that updates your storefront automatically — adding new products, rolling out seasonal changes or running A/B tests, without anyone having to intervene manually.

Who can use the API?

The Brand Stores API is available to all Brand Store owners:

• Registered sellers with Amazon Brand Registry
• Vendors (Amazon Vendor Central)
• Managed service accounts
• Self-service advertisers with Amazon Ads API access

The prerequisite is an existing Brand Store on Amazon and access to the Amazon Ads API. If you already manage Sponsored Products or Sponsored Brands via the API, the step to the Brand Stores API is minimal.

What can the API do?

The Brand Stores API offers two core functionalities:

1. Retrieve and update content

You can programmatically retrieve and update all product content and the product selection across all Brand Store pages. That means: product images, texts, arrangement — all controllable via code.

2. Submit updates for moderation

Changes to your Brand Store must be moderated by Amazon. The API makes it possible to submit these updates automatically — including status tracking of whether the change was approved or rejected.

Interplay with the Brand Home API

The Brand Stores API works together with the Brand Home API. While the Brand Home API manages the homepage level of your storefront, the Brand Stores API covers the individual subpages. Together they form a complete programmatic interface for your entire Brand Store management.

Storefront analytics (NEW)

Since January 2026 there is also the Stores Analytics API with Section-Level Performance Metrics. This gives you granular engagement data for each section of your storefront:

• Renders: how often was a section loaded?
• Viewable Impressions: how often was it actually seen?
• Clicks: how often was it clicked?
• Click-Through Rate: how high is the engagement rate?

Practical use cases

1. Seasonal storefront updates

Imagine you sell outdoor products. With the API, you can automatically bring the hiking collection to the foreground in spring, the camping equipment in summer and the ski products in winter — all controlled via a calendar, without manual intervention.

2. Add new products automatically

When you launch a new product, the API can add it automatically to the relevant Brand Store pages — with the right image, the right description, in the right place.

3. Multi-Marketplace Management

If you sell on several European marketplaces (DE, FR, IT, ES), you can define storefront changes once and roll them out to all marketplaces via the API.

4. Performance-based optimisation

With the Stores Analytics API, you can automatically identify which sections of your storefront perform well and which do not. Products with a low CTR can be automatically replaced by better-performing ones.

AI integration: Amazon Ads MCP Server

Interesting for the future: in early February 2026, Amazon launched the Amazon Ads MCP Server as an open beta. It enables AI agents to interact with the Amazon Ads API via natural language — including the Brand Stores API.

This means: in the near future, you could tell an AI agent "Update my storefront for Prime Day" and the agent would carry out the necessary API calls automatically. The combination of the Brand Stores API and AI agents makes storefront management easier than ever before.

First steps: how to get started

1. Brand Registry: Make sure you are registered in the Amazon Brand Registry and have an active Brand Store.
2. Amazon Ads API access: Request access to the Amazon Ads API via the Amazon Advertising Advanced Tools Center.
3. API documentation: Read the official documentation of the Brand Stores API in the Advanced Tools Center.
4. Developer or tool: Decide whether you want to connect the API yourself (a developer is needed) or use a tool that already offers the integration.
5. Proceed step by step: Start by retrieving your current storefront data before making changes.

Conclusion: Is the Brand Stores API worth it?

For brands with more than one marketplace, regular changes to their product range or seasonal campaigns, the Brand Stores API is a real upgrade. Instead of clicking manually in Seller Central for hours, you automate your storefront management and can focus on strategy.

For smaller sellers with a manageable product range that rarely changes, manual management is probably still sufficient. But: if you already use the Amazon Ads API for PPC, the additional effort is minimal.

The combination of the Brand Stores API, Brand Home API and Stores Analytics API forms, for the first time, a complete programmatic infrastructure for the Amazon storefront. This is an important step towards professional, data-driven store management.