Brand Pages by Epsilon Retail Media: new way to build branded destinations on retailer sites

Onsite placements are valuable real estate in retail media, but the way brand pages get built has not kept pace with retail media maturity. Most retailers still manually design, build and host dedicated pages themselves, which limits how many they can support, how quickly they can iterate, and how scalable the format becomes as advertiser demand grows.

Brand Pages, now available within the Epsilon Retail Media platform, change that model. Brands build their own dedicated, branded destinations on the retailer's website using modular, drag-and-drop templates that the retailer wireframes and pre-approves in advance. The retailer keeps full editorial control through the templated structure, and the brand gets a destination it can genuinely shape, refresh and measure.

What Brand Pages give brands

Brand Pages are full-page experiences sitting natively on the retailer's site, designed to carry both the story and the path to purchase in a single environment. Brands can drop in hero banners, video, imagery, text blocks, shoppable product grids and galleries, then style the page to a defined visual identity covering colour palette, typography and theme.

A few capabilities matter most of all:

• Modular page builds. Pages are assembled from a library of content modules, with the retailer's chosen template determining which modules appear and how the page is organised.
• Shoppable product grids. Products from the retailer catalogue are featured in grids that shoppers can click through and add directly to their basket, so the page works as a branding surface and a conversion surface at once.
• Visual identity controls. Each page is rendered against a brand style guide, with per-page theming for the visual elements that need to flex by campaign or occasion.
• Performance tracking in-platform. Views, clicks, conversions and attributed sales are reported through the Brand Page Performance tab, alongside the rest of the brand's onsite activity.

The workflow itself is deliberately compressed. Brands create the page by choosing a retailer-provided template, adding content and selecting products. They submit it for review, the retailer approves, and the page goes live at the configured URL on the scheduled dates. Measurement then runs in the same platform that's already measuring everything else.

Why we've launched it

The first reason is attribution. When the brand page is hosted by the retailer and the surrounding onsite placements are served by a separate tech platform, performance data is split across two systems and rarely reconciles cleanly. Moving the brand page into the same platform that runs the onsite media pulls views, clicks, conversions and attributed sales into one performance view. Brands get a cleaner read on what the page is contributing, and where onsite spend is actually working hardest.

The second reason is supply. Onsite inventory is finite, and brand pages are among the most valuable formats inside it. Suppliers consistently rate brand pages as one of the more effective forms of trade investment. A templated, self-serve build removes most of the manual work that historically capped how many brand pages a retailer could stand up, which means more retailers can offer the format and more brands can use it without waiting weeks for a custom build.

The third reason is the kind of partnership the format opens up. Modular templates make it considerably easier to run co-branded pages, where complementary brands share a destination tied to a shared occasion. A gin and a tonic brand sharing a summer page, or a barbecue brand and a sauce brand sharing a peak-season destination, become viable as standard formats rather than one-off custom builds.

Why this matters beyond retail media

FMCG brands in particular are under pressure as cost-of-living dynamics push shoppers toward private label and lower-priced alternatives. Premium brands need to do meaningful brand-building inside the purchase environment, not only outside it, and they need that brand-building to convert in the same moment. A brand page covers both jobs in one space. It carries the story, the imagery, the range logic and the reasons to choose this brand over a cheaper alternative, with a direct path to basket sitting underneath it.

There is also a layer of value emerging around AI-driven discovery. Generative search tools and shopping agents currently lean heavily on structured product feeds from retailers, which gives brands limited influence over how they are described or recommended. Brand pages add a richer, text-led surface where brands can communicate provenance, differentiation and the context that AI systems are increasingly weighting in their responses. They also give those tools a coherent handover point, since an assistant directing a shopper to a retailer's domain has a natural place to send them.

Peak season relevance

The launch lands ahead of a period when onsite visibility is at its hardest to secure and its most expensive to buy. In peak windows, brand pages are one of the few levers brands genuinely control. They decide what's featured, how it's framed, which products are surfaced and how the page evolves across the season. For categories where peak makes or breaks the year, that degree of control over presentation, in an environment shoppers are already in to buy, is not something many other formats can offer.

Whether that translates into a measurable lift over the season depends on how brands and retailers use the format together. The infrastructure is now in place for them to find out.