The top image depicts aftermath of Robert's Rebellion. The stag stands victorious and all the animals are bowing to him.:
From left to right(With exception of Stag of Baratheon in the center):
House Mormont (A Bear)
House Crakehall (A Boar)
House Lannister (A Lion)
House Florent (A fox, shoutout to KRyan for pointing out the Fox)
House Blackmont/Mallister (Depending on whether the bird's a vulture or an Eagle)
House Swann (Two Swans)
House Arryn (A Falcon, thanks to Skooba)
House Stark (A Wolf)
House Bracken (A Stallion)
House Swyft (A Rooster)
The bottom sequence shows Robert's Rebellion where a Stag, a Lion and a Wolf are fighting a three headed-Dragon. That signifies the fight of Lannisters, Starks and Baratheons against the Targaryens.
It seems to be random and unrelated to the blade. I suppose that's an attempt by the vendor to mimic the opening sequence of Game of Thrones TV Show.