Two updates from Amazon this week point in the same direction: Amazon is giving brands more visibility on the platform, and more tools to measure whether that visibility is working. Neither one is a policy change you need to scramble on, but both are worth understanding now.
Brand Logos Are Moving Above the Product Title
Amazon is testing a new product detail page layout where brand logos appear prominently above the product title. Previously, the brand was represented by a small "Visit the Store" link that most shoppers ignored. In the test, the logo sits at the top of the page, before the title, where it's one of the first things a customer sees.
The test is live on select listings and hasn't rolled out broadly. But the signal is clear: Amazon is moving toward a more brand-forward product page experience. For brands that have invested in their visual identity and Store presence, this is good news. For brands with generic or low-quality logos in Seller Central, it's a good time to fix that before it becomes more prominent.
The practical implication for right now: make sure your Brand Registry profile and Store are using clean, high-resolution logo assets. If Amazon does roll this out broadly, the logo that lands above your title is whatever you have on file. It's not a complicated action item, but it's easy to overlook. Our Amazon services team audits this as part of brand setup for new clients, and it's worth checking if you haven't looked at it recently.
Benchmarks Reporting Now Covers 18 Markets
Amazon's Benchmarks reporting feature, which compares your ad performance to other brands in your category, has expanded from a US beta to 18 global marketplaces. Canada, Mexico, Brazil, Australia, Japan, the UK, Germany, and France are all included, along with others.
The tool covers Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and DSP, with metrics including CTR, CPC, CPM, new-to-brand rate, and video completion. Reports are segmented by time period, ad format, and objective, so you can get a meaningful apples-to-apples comparison rather than an overall average that's too blended to act on.
If you're running ads in multiple Amazon markets, this is genuinely useful data that wasn't available globally before. The question Benchmarks answers is not "how are my ads doing?" but "how are my ads doing relative to everyone else in my category selling in this market?" Those are different questions, and the second one is harder to answer without a tool like this.
What to Do With Both of These
The brand logo test is still a test, so there's no specific action required today beyond making sure your brand assets are in good shape. The Benchmarks expansion is live now, and if you're active in any of those 18 markets, it's worth pulling a category benchmark report to see where you stand on CTR, CPC, and NTB rate against your category peers.
Both updates reflect a broader shift: Amazon is building infrastructure that rewards brand investment. Better logo placement rewards brands with strong visual identity. Better benchmarks reward brands that are actually paying attention to performance. The brands that treat Amazon as a pure commodity channel are going to find that gap widening.
If you want help interpreting your Benchmarks data or making sure your brand presence is in the right shape for wherever Amazon's product page tests land, schedule a call with us and we'll take a look.