The Amazon Advertisements API this month moved its Model Shops administration API from beta to basic availability, finishing a transition that started when the aptitude first appeared within the developer documentation in June 2025. The shift to manufacturing standing means all Model Retailer homeowners can now programmatically handle their Amazon storefronts with out the constraints or uncertainty that accompany beta software program.

In accordance with Amazon’s launch notes printed within the Superior Instruments Middle, the API “permits manufacturers and advertisers to programmatically handle their Amazon Model Shops at scale.” Two core capabilities outline its scope: retrieving and updating product content material and choice throughout Model Retailer pages, and submitting retailer updates for moderation. Neither operate is new – each existed in the course of the beta interval – however the commencement to GA alerts that Amazon considers the infrastructure secure sufficient for manufacturing promoting workflows.

The announcement issues most for manufacturers operating giant product catalogs throughout a number of storefronts. Handbook Model Retailer administration via Amazon’s promoting console turns into more and more impractical as catalog dimension grows. Product availability modifications, pricing updates, and seasonal merchandising shifts all require content material changes that, with out API entry, demand hands-on operator time. The administration API permits these updates to be scripted and scheduled fairly than executed manually.

What the API truly does

The technical structure facilities on the /v2/shops endpoint, which retrieves Model Retailer info for all registered shops underneath an advertiser. Every retailer response features a brandEntityId – the identifier required to make subsequent API calls – alongside storePageInfo objects containing particular person web page identifiers and URLs. A typical response returns the shop’s storeName, entity identifiers, and an inventory of storePageId values mapped to their corresponding web page URLs and names.

Manufacturers working a number of storefronts can retrieve all registered shops in a single API name, then use the returned brandEntityId values to handle content material throughout every property. The moderation submission functionality implies that as soon as content material modifications are staged programmatically, the identical API workflow can push these updates via Amazon’s evaluation course of with out requiring handbook intervention via the promoting console.

In accordance with Amazon’s documentation, these capabilities “might be mixed with Model Dwelling APIs to create a extra environment friendly and streamlined administration course of for Model Shops on Amazon.” Model Dwelling APIs deal with the homepage layer of the storefront, whereas the Model Shops administration API addresses page-level content material. Collectively, they kind an entire programmatic floor for Model Retailer operations.

An extended growth arc

The trail to basic availability started eight months earlier. In June 2025, Amazon introduced Brand Store management APIs via its Superior Instruments Middle as a brand new set of programmatic capabilities for managing Model Shops. At that stage, the documentation listed the identical two core features now confirmed at GA: retrieving and updating product content material, and submitting updates for moderation. The June 2025 launch notes described the APIs as “typically out there to all Model Retailer homeowners via the Amazon Advertisements API” – language that the February 2026 GA announcement clarifies represented the beta part fairly than a full manufacturing launch.

This distinction – between a characteristic being accessible and a characteristic being production-ready – runs via Amazon’s API growth cycle. The corporate incessantly makes capabilities out there to all customers throughout beta durations whereas persevering with inside stability testing earlier than declaring GA standing. The February 2026 announcement formally closes that hole.

Connecting to broader Model Retailer developments

The GA announcement arrives throughout a interval of serious infrastructure funding round Model Shops particularly. Amazon shifted Brand Store quality ratings from engagement-based to sales-based scoring on December 12, 2025, changing dwell time metrics with income attribution throughout 29 nations. That change altered how Amazon classifies retailer high quality – Excessive, Medium, or Low – based mostly on gross sales attributed to Model Retailer visits inside 14-day attribution home windows fairly than how lengthy buyers spent looking.

Amazon’s inside knowledge related to that December replace confirmed high-quality shops producing as much as 97% extra gross sales than low-quality counterparts, and 39% extra gross sales in comparison with medium-quality shops, in the course of the interval from July 5 via September 6, 2025. These figures present concrete motivation for manufacturers to optimize retailer content material – exactly the type of optimization that the administration API makes scalable.

Earlier than that, Amazon launched section-level performance metrics for Brand Stores in beta on January 16, 2026, giving advertisers granular engagement knowledge – renders, viewable impressions, clicks, and click-through fee – for every part of their storefronts. The Shops Analytics API acquired new endpoints for retrieving these section-level metrics programmatically, extending the measurement infrastructure alongside the administration infrastructure.

Amazon also added a Brand Store page views metric for Sponsored Brands campaigns on November 3, 2025, making it potential to trace site visitors pushed particularly by Sponsored Manufacturers promoting to Model Retailer pages. That metric, accessible through Marketing campaign Supervisor and reporting API via a parameter labeled “Model Retailer web page views (BSPV)”, related upper-funnel promoting funding to storefront engagement in methods beforehand unavailable. Historic knowledge for that metric extends to September 15, 2025.

Earlier, Amazon launched new metrics for Brand Stores in February 2024, introducing common bounce fee, common dwell time, and new-to-store customer counts via the Model Shops Insights dashboard and Amazon Advertisements API.

The analytics layer beneath

The Model Retailer analytics API, which operates alongside the administration API, helps an information vary spanning as much as 100 days per request – which means the distinction between startDate and endDate can’t exceed that threshold. Obtainable perception metrics embody VIEWS, ORDERS, UNITS, SALES, VISITS, VISITORS, SCORE_LEVEL, RECOMMENDATIONS, CONTRIBUTORS, DWELL, PEER_DWELL, DWELL_TIME, BOUNCE_RATE, and NEW_TO_STORE. Every serves distinct measurement functions inside the storefront analytics framework.

Not all metrics are equally versatile in how they are often segmented. VISITORS, SCORE_LEVEL, CONTRIBUTORS, DWELL, PEER_DWELL, DWELL_TIME, BOUNCE_RATE, and NEW_TO_STORE can solely be aggregated by the DATE dimension. VIEWS, ORDERS, UNITS, SALES, and VISITS might be aggregated throughout DATE, PAGE, SOURCE, and TAG dimensions. This constraint exists as a result of customer counts are measured on the retailer degree, making disaggregation by web page or supply technically inaccurate.

ASIN-level metrics lengthen the reporting layer all the way down to particular person product efficiency inside storefronts. These embody VIEWS, ORDERS, UNITS, ADDTOCARTS, IN_STOCK_VIEWS, AVERAGE_IN_STOCK_PRICE, IN_STOCK_RATE, AVERAGE_SALE_PRICE, CONVERSION_RATE, CLICKS, CLICK_RATE, and RENDERS. Every requires the ASIN dimension to operate. TOTAL_VIEWS and TOTAL_CLICKS – combination measures throughout all ASINs on retailer pages – function on the retailer degree and require the ASIN dimension to be omitted from requests.

High quality and suggestions metrics – SCORE_LEVEL, RECOMMENDATIONS, CONTRIBUTORS, DWELL, and PEER_DWELL – ship a unique class of perception. These deal with how a retailer’s common dwell time compares to look teams on Amazon, the present high quality score, and particular really helpful actions. In accordance with Amazon’s documentation, a excessive SCORE_LEVEL score implies that manufacturers have “taken actions that Amazon believes will enhance the length that buyers spend in your Retailer.” The API instance response exhibits a DWELL worth of 77.93 seconds with a PEER_DWELL comparability of 59.25 seconds – a niche that Amazon makes use of to calibrate the standard score. RECOMMENDATIONS return as arrays containing a recommendedAction string and an observedAverageDwellTimeIncrease worth displaying the projected enchancment from implementing that motion.

Authentication and entry necessities

API entry requires finishing the Amazon Advertisements API onboarding and Getting Began processes to acquire an entry token and profile ID. The administration endpoint construction makes use of the model entity identifier as a path parameter: /shops/{brandEntityId}/insights. Requests authenticate via three headers – Amazon-Promoting-API-ClientId, Authorization (Bearer token), and Amazon-Promoting-API-Scope – following Amazon’s commonplace Advertisements API authentication mannequin. Content material negotiation makes use of versioned Settle for and Content material-Sort headers specifying utility/vnd.GetInsightsForStoreResponse.v1+json and utility/vnd.GetInsightsForStoreRequest.v1+json respectively.

Platform context

The Model Shops administration API GA arrives inside a bigger sample of Amazon increasing programmatic management throughout its promoting stack. Amazon’s unified Marketing campaign Administration API reached GA for Sponsored Products, Sponsored Brands, and Amazon DSP in August 2025, lowering what had beforehand been almost 200 separate create, learn, replace, and delete endpoint variations all the way down to 16 standardized operations. That consolidation mirrored Amazon’s said aim of lowering cognitive load for builders constructing on its promoting infrastructure.

The DSP forecasting API adopted an analogous arc, transferring from open beta to GA in October 2025. The Amazon Ads MCP Server entered open beta in early February 2026, enabling AI brokers to work together with Amazon Advertisements API performance via pure language. That growth added a translation layer between conversational AI interfaces and the structured API calls underlying Model Retailer administration and different promoting operations.

Amazon has additionally been systematically increasing price buildings and monetization round its API ecosystem. Amazon introduced fees for third-party developer API access to its Promoting Accomplice API beginning January 31, 2026, requiring third-party builders to pay an annual subscription of $1,400 plus month-to-month utilization charges based mostly on name quantity. The Advertisements API, which governs Model Retailer administration, operates underneath a separate developer program and was not talked about in reference to these SP-API price modifications.

What it means for advertising operations

For groups managing Model Shops throughout a number of markets or product traces, the GA standing removes a sensible barrier. Beta software program carries danger of API contract modifications – Amazon’s personal documentation notes that “the contract could also be topic to alter in the course of the beta interval” for different beta APIs. GA removes that uncertainty, enabling organizations to construct manufacturing workflows round Model Retailer content material administration with out anticipating breaking modifications.

The mix of the administration API with the analytics layer creates a closed loop: pull efficiency knowledge programmatically, determine underperforming merchandise or pages, replace content material via the identical API infrastructure, submit for moderation, and monitor the result via subsequent analytics calls. That workflow beforehand required handbook steps at a number of levels. The GA announcement doesn’t eradicate human judgment from the method – notably round content material technique and moderation evaluation – however it removes the operational bottlenecks that prevented that judgment from being utilized effectively at scale.

Timeline

Abstract

Who: Amazon Advertisements, addressing all Model Retailer homeowners – registered sellers, distributors, managed service accounts, and self-service advertisers – who use the Amazon Advertisements API.

What: The Model Shops administration API moved from beta to basic availability, enabling manufacturers to programmatically retrieve Model Retailer web page content material, replace product content material and choice throughout retailer pages, and submit retailer updates for moderation at scale. The GA designation confirms manufacturing readiness and removes the danger of contract modifications that accompany beta software program.

When: Amazon printed the overall availability announcement in February 2026, eight months after the API first appeared within the Superior Instruments Middle developer documentation in June 2025.

The place: The API operates via Amazon’s Advertisements API infrastructure, accessible through the /v2/shops and /shops/{brandEntityId}/insights endpoints, authenticated via Amazon’s commonplace Advertisements API credential system.

Why: Manufacturers managing giant product catalogs throughout a number of storefronts face sensible limitations when counting on handbook Model Retailer administration via the promoting console. The GA API permits these operations to be automated and scaled, connecting with a broader Amazon infrastructure push that features sales-based high quality rankings, section-level analytics, and unified marketing campaign administration – all geared toward making Model Retailer optimization extra data-driven and operationally environment friendly.


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