diff --git a/cmake/Platform/Windows/PackagingBootstrapper.wxs b/cmake/Platform/Windows/Packaging/Bootstrapper.wxs
similarity index 90%
rename from cmake/Platform/Windows/PackagingBootstrapper.wxs
rename to cmake/Platform/Windows/Packaging/Bootstrapper.wxs
index c3d1dd7a7b..55e8a8cd95 100644
--- a/cmake/Platform/Windows/PackagingBootstrapper.wxs
+++ b/cmake/Platform/Windows/Packaging/Bootstrapper.wxs
@@ -9,6 +9,7 @@
         Version="$(var.CPACK_PACKAGE_VERSION)"
         Manufacturer="$(var.CPACK_PACKAGE_VENDOR)"
         UpgradeCode="$(var.CPACK_BOOTSTRAP_UPGRADE_GUID)"
+        IconSourceFile="$(var.CPACK_WIX_PRODUCT_ICON)"
         DisableModify="yes">
 
         <Variable Name="InstallFolder"
@@ -20,12 +21,14 @@
             <BootstrapperApplicationRef Id="WixStandardBootstrapperApplication.HyperlinkLicense">
                 <bal:WixStandardBootstrapperApplication
                     LicenseUrl="$(var.CPACK_LICENSE_URL)"
+                    LogoFile="$(var.CPACK_WIX_PRODUCT_LOGO)"
                     ShowVersion="yes" />
             </BootstrapperApplicationRef>
         <?else?>
             <BootstrapperApplicationRef Id="WixStandardBootstrapperApplication.RtfLicense">
                 <bal:WixStandardBootstrapperApplication
                     LicenseFile="$(var.CPACK_WIX_LICENSE_RTF)"
+                    LogoFile="$(var.CPACK_WIX_PRODUCT_LOGO)"
                     ShowVersion="yes" />
             </BootstrapperApplicationRef>
         <?endif?>
diff --git a/cmake/Platform/Windows/Packaging/Shortcuts.wxs b/cmake/Platform/Windows/Packaging/Shortcuts.wxs
new file mode 100644
index 0000000000..fb9d359b5a
--- /dev/null
+++ b/cmake/Platform/Windows/Packaging/Shortcuts.wxs
@@ -0,0 +1,68 @@
+<?xml version='1.0' encoding='windows-1252'?>
+
+<?include "cpack_variables.wxi"?>
+
+<Wix xmlns='http://schemas.microsoft.com/wix/2006/wi'>
+    <Fragment>
+
+        <DirectoryRef Id="TARGETDIR">
+            <Directory Id="ProgramMenuFolder">
+                <Directory Id="ApplicationProgramsFolder" Name="$(var.CPACK_PACKAGE_NAME)">
+                    <Directory Id="VersionedApplicationProgramsFolder" Name="$(var.CPACK_PACKAGE_VERSION)"/>
+                </Directory>
+            </Directory>
+            <Directory Id="DesktopFolder" SourceName="Desktop"/>
+        </DirectoryRef>
+
+        <!-- the WorkingDirectory attribute for shortcuts uses directory refs -->
+        <DirectoryRef Id="INSTALL_ROOT">
+            <Directory Id="root.bin" Name="bin">
+                <Directory Id="root.bin.Windows" Name="Windows">
+                    <Directory Id="root.bin.Windows.profile" Name="profile" />
+                </Directory>
+            </Directory>
+        </DirectoryRef>
+
+        <DirectoryRef Id="DesktopFolder">
+            <Component Id="DesktopShortcuts" Guid="{2600B54A-65FB-4507-A7CD-3CE4817C7173}">
+
+                <Shortcut Id="DesktopShortcut_Launcher"
+                    Target="[root.bin.Windows.profile]o3de.exe"
+                    WorkingDirectory="root.bin.Windows.profile"
+                    Name="$(var.CPACK_PACKAGE_NAME) $(var.CPACK_PACKAGE_VERSION)" />
+
+                <RemoveFolder Id="DesktopFolder" On="uninstall"/>
+
+                <RegistryValue
+                    Root="HKCU"
+                    Key="Software\$(var.CPACK_PACKAGE_VENDOR)\$(var.CPACK_PACKAGE_NAME)"
+                    Name="installed"
+                    Type="integer"
+                    Value="1"
+                    KeyPath="yes"/>
+            </Component>
+        </DirectoryRef>
+
+        <DirectoryRef Id="VersionedApplicationProgramsFolder">
+            <Component Id="StartMenuShortcuts" Guid="{E6447F0F-A46E-4A72-83D8-600707B590E8}">
+
+                <Shortcut Id="StartMenuShortcut_Launcher"
+                    Target="[root.bin.Windows.profile]o3de.exe"
+                    WorkingDirectory="root.bin.Windows.profile"
+                    Name="$(var.CPACK_PACKAGE_NAME)" />
+
+                <RemoveFolder Id="RemoveVersionedApplicationProgramsFolder" Directory='VersionedApplicationProgramsFolder' On="uninstall"/>
+                <RemoveFolder Id="RemoveApplicationProgramsFolder" Directory="ApplicationProgramsFolder" On="uninstall"/>
+
+                <RegistryValue
+                    Root="HKCU"
+                    Key="Software\$(var.CPACK_PACKAGE_VENDOR)\$(var.CPACK_PACKAGE_NAME)"
+                    Name="installed"
+                    Type="integer"
+                    Value="1"
+                    KeyPath="yes"/>
+            </Component>
+        </DirectoryRef>
+
+    </Fragment>
+</Wix>
diff --git a/cmake/Platform/Windows/PackagingTemplate.wxs.in b/cmake/Platform/Windows/Packaging/Template.wxs.in
similarity index 91%
rename from cmake/Platform/Windows/PackagingTemplate.wxs.in
rename to cmake/Platform/Windows/Packaging/Template.wxs.in
index 0b3c597ab6..2900b96f41 100644
--- a/cmake/Platform/Windows/PackagingTemplate.wxs.in
+++ b/cmake/Platform/Windows/Packaging/Template.wxs.in
@@ -38,7 +38,10 @@
         <WixVariable Id="WixUIDialogBmp" Value="$(var.CPACK_WIX_UI_DIALOG)"/>
         <?endif?>
 
-        <FeatureRef Id="ProductFeature"/>
+        <FeatureRef Id="ProductFeature">
+            <ComponentRef Id="DesktopShortcuts"/>
+            <ComponentRef Id="StartMenuShortcuts"/>
+        </FeatureRef>
 
         <UIRef Id="$(var.CPACK_WIX_UI_REF)" />
 
diff --git a/cmake/Platform/Windows/Packaging/product_icon.ico b/cmake/Platform/Windows/Packaging/product_icon.ico
new file mode 100644
index 0000000000..0680ceea19
--- /dev/null
+++ b/cmake/Platform/Windows/Packaging/product_icon.ico
@@ -0,0 +1,3 @@
+version https://git-lfs.github.com/spec/v1
+oid sha256:c042fce57915fc749abc7b37de765fd697c3c4d7de045a3d44805aa0ce29901a
+size 107016
diff --git a/cmake/Platform/Windows/Packaging/product_logo.png b/cmake/Platform/Windows/Packaging/product_logo.png
new file mode 100644
index 0000000000..d5fd60ffb8
--- /dev/null
+++ b/cmake/Platform/Windows/Packaging/product_logo.png
@@ -0,0 +1,3 @@
+version https://git-lfs.github.com/spec/v1
+oid sha256:ac0348c906c91de864cba91c0231b4794d8a00fafa630d13f2232351b90aa59b
+size 11074
diff --git a/cmake/Platform/Windows/PackagingPostBuild.cmake b/cmake/Platform/Windows/PackagingPostBuild.cmake
index 3ba6ef2096..d379358bf4 100644
--- a/cmake/Platform/Windows/PackagingPostBuild.cmake
+++ b/cmake/Platform/Windows/PackagingPostBuild.cmake
@@ -30,6 +30,7 @@ set(_addtional_defines
     -dCPACK_LOCAL_INSTALLER_DIR=${_cpack_wix_out_dir}
     -dCPACK_PACKAGE_FILE_NAME=${CPACK_PACKAGE_FILE_NAME}
     -dCPACK_PACKAGE_INSTALL_DIRECTORY=${_fixed_package_install_dir}
+    -dCPACK_WIX_PRODUCT_LOGO=${CPACK_WIX_PRODUCT_LOGO}
 )
 
 if(CPACK_LICENSE_URL)
@@ -43,7 +44,7 @@ set(_candle_command
     "-I${_cpack_wix_out_dir}" # to include cpack_variables.wxi
     ${_addtional_defines}
     ${_ext_flags}
-    "${CPACK_SOURCE_DIR}/Platform/Windows/PackagingBootstrapper.wxs"
+    "${CPACK_SOURCE_DIR}/Platform/Windows/Packaging/Bootstrapper.wxs"
     -o "${_bootstrap_out_dir}/"
 )
 
diff --git a/cmake/Platform/Windows/Packaging_windows.cmake b/cmake/Platform/Windows/Packaging_windows.cmake
index 2ea35c1d9b..ce73e9a07b 100644
--- a/cmake/Platform/Windows/Packaging_windows.cmake
+++ b/cmake/Platform/Windows/Packaging_windows.cmake
@@ -48,29 +48,28 @@ set(_guid_seed_base "${PROJECT_NAME}_${LY_VERSION_STRING}")
 generate_wix_guid(_wix_default_product_guid "${_guid_seed_base}_ProductID" )
 generate_wix_guid(_wix_default_upgrade_guid "${_guid_seed_base}_UpgradeCode")
 
-set(LY_WIX_PRODUCT_GUID "${_wix_default_product_guid}" CACHE STRING "GUID for the Product ID field. Format: XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX")
-set(LY_WIX_UPGRADE_GUID "${_wix_default_upgrade_guid}" CACHE STRING "GUID for the Upgrade Code field. Format: XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX")
+set(LY_WIX_PRODUCT_GUID "" CACHE STRING "GUID for the Product ID field. Format: XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX")
+set(LY_WIX_UPGRADE_GUID "" CACHE STRING "GUID for the Upgrade Code field. Format: XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX")
 
-set(_uses_default_product_guid FALSE)
-if(NOT LY_WIX_PRODUCT_GUID OR LY_WIX_PRODUCT_GUID STREQUAL ${_wix_default_product_guid})
-    set(_uses_default_product_guid TRUE)
-    set(LY_WIX_PRODUCT_GUID ${_wix_default_product_guid})
+# clear previously cached default values to correct future runs.  this will
+# unfortunately only work if the seed properties still haven't changed
+if(LY_WIX_PRODUCT_GUID STREQUAL ${_wix_default_product_guid})
+    unset(LY_WIX_PRODUCT_GUID CACHE)
+endif()
+if(LY_WIX_UPGRADE_GUID STREQUAL ${_wix_default_upgrade_guid})
+    unset(LY_WIX_UPGRADE_GUID CACHE)
 endif()
 
-set(_uses_default_upgrade_guid FALSE)
-if(NOT LY_WIX_UPGRADE_GUID OR LY_WIX_UPGRADE_GUID STREQUAL ${_wix_default_upgrade_guid})
-    set(_uses_default_upgrade_guid TRUE)
-    set(LY_WIX_UPGRADE_GUID ${_wix_default_upgrade_guid})
-endif()
-
-if(_uses_default_product_guid OR _uses_default_upgrade_guid)
+if(NOT (LY_WIX_PRODUCT_GUID AND LY_WIX_UPGRADE_GUID))
     message(STATUS "One or both WiX GUIDs were auto generated.  It is recommended you supply your own GUIDs through LY_WIX_PRODUCT_GUID and LY_WIX_UPGRADE_GUID.")
 
-    if(_uses_default_product_guid)
+    if(NOT LY_WIX_PRODUCT_GUID)
+        set(LY_WIX_PRODUCT_GUID ${_wix_default_product_guid})
         message(STATUS "-> Default LY_WIX_PRODUCT_GUID = ${LY_WIX_PRODUCT_GUID}")
     endif()
 
-    if(_uses_default_upgrade_guid)
+    if(NOT LY_WIX_UPGRADE_GUID)
+        set(LY_WIX_UPGRADE_GUID ${_wix_default_upgrade_guid})
         message(STATUS "-> Default LY_WIX_UPGRADE_GUID = ${LY_WIX_UPGRADE_GUID}")
     endif()
 endif()
@@ -78,7 +77,14 @@ endif()
 set(CPACK_WIX_PRODUCT_GUID ${LY_WIX_PRODUCT_GUID})
 set(CPACK_WIX_UPGRADE_GUID ${LY_WIX_UPGRADE_GUID})
 
-set(CPACK_WIX_TEMPLATE "${CPACK_SOURCE_DIR}/Platform/Windows/PackagingTemplate.wxs.in")
+set(CPACK_WIX_PRODUCT_LOGO ${CPACK_SOURCE_DIR}/Platform/Windows/Packaging/product_logo.png)
+set(CPACK_WIX_PRODUCT_ICON ${CPACK_SOURCE_DIR}/Platform/Windows/Packaging/product_icon.ico)
+
+set(CPACK_WIX_TEMPLATE "${CPACK_SOURCE_DIR}/Platform/Windows/Packaging/Template.wxs.in")
+
+set(CPACK_WIX_EXTRA_SOURCES
+    "${CPACK_SOURCE_DIR}/Platform/Windows/Packaging/Shortcuts.wxs"
+)
 
 set(_embed_artifacts "yes")
 
diff --git a/cmake/Platform/Windows/platform_windows_files.cmake b/cmake/Platform/Windows/platform_windows_files.cmake
index 84d1a3098c..3ce53fbcea 100644
--- a/cmake/Platform/Windows/platform_windows_files.cmake
+++ b/cmake/Platform/Windows/platform_windows_files.cmake
@@ -24,7 +24,8 @@ set(FILES
     PALDetection_windows.cmake
     Install_windows.cmake
     Packaging_windows.cmake
-    PackagingBootstrapper.wxs
     PackagingPostBuild.cmake
-    PackagingTemplate.wxs.in
+    Packaging/Bootstrapper.wxs
+    Packaging/Shortcuts.wxs
+    Packaging/Template.wxs.in
 )