Marketing practices are changing with the changing consumer needs. With a plethora of brands in the market, retailers are required to create a difference to impart a unique and blissful experience enabling to develop a long-lasting relationship. It is imperative for the marketer to understand the requirement of the empowered consumer in the era of consumerism. Conceptualization of the brand experience in case of online retail has been done as sensations, feelings, cognitions and behavioral responses evoked by stimuli related to the brand like packaging, communication, service provided, designing of the websites, etc. Consumers today not only look for functional utilities but also seek emotional experiences. Brand experience theory is developed to explain the measurement of brand experience and its effect on consumer behavior. This is an endeavor to understand how the marketer can enrich the consumer's experience with the brand. The paper attempts to reveal the gender preference for various dimensions of the brand experience developed by Brakus et al. (2009). For the study, an online brand, Amazon is selected. It is an empirical paper that collected data from 173 respondents through a structured online questionnaire. Results reveal that there are gender differences with regard to the emotional dimension of the brand