Running ads on Shopee is getting smarter in 2026. If you sell on Shopee in Singapore, Malaysia, the Philippines, or anywhere in Southeast Asia, you have probably noticed how crowded the marketplace has become. Standing out means reaching the right shoppers before your competitors do. That is exactly what Shopee Brand Max is built for. Announced at the Shopee Brands Summit in February 2026, this AI-powered advertising tool helps your brand find high-potential new customers across every stage of the buying journey. In this guide, you will learn what Brand Max does, how the O-4A model works, and how to set up your first campaign step by step.
Quick Answer: Shopee Brand Max is an AI-driven ad tool that uses the O-4A Audience Model to guide new shoppers from awareness to purchase. It reaches high-potential buyers across multiple touchpoints and generates ad assets automatically. Brands can launch campaigns faster, lower acquisition costs, and grow their new-to-brand customer base across SEA markets.
What Is Shopee Brand Max?
Shopee Brand Max is a full-funnel advertising solution designed for brands that want to acquire new shoppers on Shopee. Unlike standard Shopee Ads that focus on clicks or conversions, Brand Max maps the entire customer journey. It identifies shoppers who have never bought from your store and serves them targeted ads at the right moment.
The tool was officially unveiled at the Shopee Brands Summit 2026 on February 11. It sits alongside other new AI features like AI LiveStream tools and the KOLLAB creator program. For sellers already using Shopee Ads AI optimization, Brand Max adds a brand-building layer on top of your existing performance campaigns.
Key capabilities include AI-generated ad images and copy, multi-touchpoint delivery, and audience insights powered by Shopee’s proprietary data. Think of it as your always-on brand awareness engine inside the Shopee ecosystem.
How the Shopee Brand Max O-4A Audience Model Works
At the heart of Brand Max is the O-4A Audience Model. This framework breaks the shopper journey into four stages. Understanding each stage helps you see where your ad budget goes and why it matters.
| Stage | What It Means | Shopper Behaviour |
|---|---|---|
| Aware | Shopper sees your brand for the first time | Views an ad impression or product listing |
| Appeal | Shopper shows interest | Clicks your ad, visits your shop page, or browses products |
| Ask | Shopper evaluates your offer | Reads reviews, compares prices, adds to cart |
| Act | Shopper makes a purchase | Completes checkout and becomes a customer |
Brand Max uses AI to score each shopper’s likelihood of moving to the next stage. It then allocates your budget to the touchpoints that matter most. For example, a shopper in the Appeal stage might see a carousel ad on their Shopee homepage, while a shopper in the Ask stage might see a targeted push notification with a voucher.
This model means your ad spend works harder. Instead of blasting the same ad to everyone, Brand Max targets shoppers who are most likely to convert. That is especially useful during peak sales like 9.9 or 11.11 when competition for eyeballs is fierce.
How to Set Up Shopee Brand Max Step by Step
Ready to launch your first Brand Max campaign? Follow these steps inside your Shopee Seller Centre.
Step 1: Check Your Eligibility for Shopee Brand Max
Brand Max is currently available to registered brand sellers on Shopee. Log in to your Seller Centre and navigate to the Marketing Centre. Look for the Brand Max option under the Ads section. If you do not see it, check that your shop is verified as an official brand store. Sellers in Singapore, Malaysia, the Philippines, Thailand, and Indonesia should have access.
Step 2: Define Your Campaign Objective
Brand Max offers two primary objectives. The first is New Customer Acquisition, which targets shoppers who have never purchased from your store. The second is Brand Awareness, which maximizes impressions among relevant audiences. Pick the objective that matches your current goal. For most sellers preparing for a mega sale, New Customer Acquisition is the stronger choice.
Step 3: Set Your Budget and Schedule
Enter your daily or total campaign budget. Brand Max supports budgets in your local currency, whether that is SGD, MYR, PHP, THB, or IDR. Set your campaign start and end dates. A good practice is to start your campaign at least two weeks before a mega sale to build the audience funnel early.
Step 4: Let AI Generate Your Ad Assets
This is where Brand Max shines. The AI engine scans your product listings, detects the most persuasive details, and generates ad images and copy automatically. You can review and edit the generated assets before the campaign goes live. The AI highlights features like pricing, discounts, and product benefits that are most likely to convert.
If you prefer custom creatives, you can upload your own. But the AI-generated option saves hours of design work, especially if you manage dozens of SKUs.
Step 5: Launch and Monitor Performance
Hit launch and let Brand Max do its work. Monitor your dashboard for key metrics like new-to-brand shoppers reached, cost per new customer, and movement through the O-4A funnel. Adjust your budget if you see strong momentum in the Appeal or Ask stages. Brand Max provides real-time data so you can optimise on the fly.
Shopee Brand Max vs GMV Max — What’s the Difference?
If you already use GMV Max for your Shopee ads, you might wonder how Brand Max fits in. They serve different purposes and work best together. Here is a quick comparison.
| Feature | Shopee Brand Max | GMV Max |
|---|---|---|
| Primary Goal | New customer acquisition and brand awareness | Maximise GMV and ROAS |
| Targeting | New-to-brand shoppers via O-4A model | All shoppers based on ROAS targets |
| AI Features | AI-generated images, copy, and audience scoring | Automated bid and budget allocation |
| Best For | Brands launching new products or entering new markets | Sellers maximising revenue from existing traffic |
| Budget Type | Daily or total campaign budget | ROAS-based budget with auto-scaling |
| Funnel Stage | Top-to-mid funnel (Aware to Ask) | Mid-to-bottom funnel (Ask to Act) |
The smartest approach is to run both. Use Brand Max to fill the top of your funnel with new shoppers. Then let GMV Max pick up those warmed-up buyers and drive them to checkout. This combination gives you full-funnel coverage without manual overlap.
Tips to Get More from Shopee Brand Max
Setting up Brand Max is just the start. Here are practical ways to squeeze more value from your campaigns.
- Start before mega sales. Launch Brand Max campaigns two to three weeks before 9.9, 11.11, or 12.12. This builds your audience funnel so shoppers are primed to buy on the big day.
- Test AI-generated vs custom creatives. Run both side by side for one week. Compare click-through rates and new customer acquisition costs. Many sellers find AI-generated assets perform surprisingly well.
- Optimise your product listings first. Brand Max pulls data from your listings to create ads. Make sure your titles, images, and descriptions are polished with AI tools before launching.
- Layer with Shopee Live. Use Shopee’s AI LiveStream tools alongside Brand Max. The Script Generator and Comment Assistant help you engage the audience Brand Max drives to your live sessions.
- Review your O-4A dashboard weekly. Check where shoppers drop off in the funnel. If most stall at the Ask stage, your pricing or reviews may need attention.
Shopee Brand Max FAQ
Is Shopee Brand Max free to use?
No. Brand Max is a paid advertising tool. You set your own budget in your local currency (SGD, MYR, PHP, THB, or IDR). There is no fixed minimum, but Shopee recommends a budget large enough to reach meaningful audience sizes. The AI asset generation feature is included at no extra cost.
Which Shopee markets support Shopee Brand Max?
Brand Max launched across Shopee’s major Southeast Asian markets including Singapore, Malaysia, the Philippines, Thailand, and Indonesia. Availability may vary for newer markets. Check your Seller Centre for the most up-to-date access information.
Can small sellers use Brand Max or is it only for big brands?
Brand Max is designed for registered brand sellers on Shopee. If your shop is verified as an official or authorised brand store, you can access it. Small brands are welcome as long as they meet Shopee’s brand verification requirements. It is not limited to large enterprises.
How is Brand Max different from regular Shopee Ads?
Regular Shopee Ads focus on keyword targeting and direct conversions. Brand Max uses the O-4A Audience Model to target new-to-brand shoppers across the entire buying journey. It also generates ad creatives using AI, which standard Shopee Ads do not offer.
Does Shopee Brand Max work with Shopee Live?
Yes. Brand Max campaigns can drive traffic to your Shopee Live sessions. You can combine it with Shopee’s AI LiveStream tools like the Script Generator, Comment Assistant, and Stream Manager for a fully integrated strategy. The KOLLAB program also connects brands with creators for added reach.
Conclusion
Shopee Brand Max gives SEA sellers a powerful new way to reach shoppers who have never heard of your brand. The O-4A Audience Model takes the guesswork out of funnel building, and AI-generated assets save you hours of creative work. Whether you sell in Singapore, Malaysia, or the Philippines, this tool is worth testing before your next mega sale.
Start by checking your eligibility in the Seller Centre. Set a modest test budget, let the AI generate your first batch of ads, and monitor the funnel. Pair Brand Max with strong organic search rankings and GMV Max for conversions, and you will have a complete growth strategy for 2026.
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