Case studies
Your complete guide to Sponsored Brands with Amazon Ads
Introduce customers to your brand and products with these creative-rich ads.
Sponsored Brands
Sponsored Brands is an advertising solution built to help customers discover your brand within the Amazon store. Grab your audience’s attention with rich display and video creatives that put your brand front and center.
How does Sponsored Brands work?
Sponsored Brands helps shoppers discover your brand with video, image, or collections. Ads appear in prominent placements like top of search and product pages, driving traffic to your Brand Store or detail pages and supporting brand growth across the shopping journey.
Why is Sponsored Brands important?
Sponsored Brands helps you shape how shoppers discover and engage with your brand on Amazon by showcasing videos, collections, and branded creatives in high-visibility placements. Paired with Brand Stores, it drives discovery, consideration, and long-term engagement with your brand.
Sponsored Brands placements
Where do Sponsored Brands ads appear?
Your display and video ads may be displayed above, alongside, or within shopping results. Ads may appear on both desktop and mobile devices.
Top of search results on Amazon
Top of mobile search results on Amazon
Top of home page on Amazon
Benefits
Benefits of Sponsored Brands
Prominent placement
Show up at the top of search results and product pages to capture attention at key moments in the shopper journey.
Reach relevant shoppers
Reach shoppers who matter most to your business through precise keyword and product targeting.
Showcase your brand
Use creatives and collections to highlight your catalog and build brand recognition.
Create custom visuals
Use AI-powered image generation at no cost to produce branded creatives.
Inspire product discovery
Drive traffic to your Brand Store or product page with engaging creatives that support product evaluation and catalog discovery.
Measure your brand-building efforts
Get insights into how and which shoppers engage with your ads to understand your brand’s impact.
Brand in Japan stays top of mind using Sponsored Brands
After launching a sponsored ads campaign in 2015, NF Imports has amplified their brand using Sponsored Brands. See how they’re championing advertising best practices.
Key learnings
80%
Observed that 80% of sales from new customers between March 2018 and December 2022.1
30%
Steady growth of 30% in sales between December 2019 and November 2022.2
HP finds success with Sponsored Brands video
Using Sponsored Brands video, Sponsored Brands, Sponsored Products, and display ads, HP expands their reach globally.
Key learnings
224%
Impressions grew 224% YoY, extending HP’s reach across all product categories.
142%
142% YoY increase in clicks, yielding a 42% increase in clicks for Sponsored Brands video placements.
How Amazon Ads helped Loftie’s customers sleep easy
In 2022, Loftie, a thriving small business, worked with Amazon Ads on a sponsored ads campaign that helped them raise awareness for their products and mission to help customers sleep better.
Key learnings
$5.66
Return on ad spend (ROAS) of $5.66.3
17.68%
Advertising cost of sale (ACOS) of 17.68%.4
Amazon ads academy
Sponsored Brands courses
Use video in your Sponsored Brands campaign
Sponsored Brands video is a powerful storytelling tool for brands to initiate, cultivate, and maintain relationships with shoppers, helping brands of all sizes succeed on Amazon.
Use Sponsored Brands video’s rich autoplay video content to help drive brand recognition for new brands and enhance reach for existing brands.
Link your Sponsored Brands video to your Brand Store to help shoppers discover your offerings, and enjoy exclusive access to high-visibility placements.
No video? No problem
Whether you have existing video assets or are starting from scratch, Amazon's video creative production and editing services can help you produce inspiring videos for Streaming TV. Get your video as added value with qualifying campaigns or as affordable at-cost fee-based services.
Partner Directory
Get support from a partner that specializes in Sponsored Brands campaigns
Amazon Ads partners are a global community of technology partners and agencies that offer a variety of services at different price points. Partners can help you launch, manage and optimize your ad campaigns, which can save you time and help you get the most from your advertising.
Sellers observed a 18% increase in gross merchandise sales 6 months after working with an Amazon Ads Partner
Product announcements
What's new with Sponsored Brands
Browse the latest Sponsored Brands feature releases and enhancements.
2
Sign in to your account, click “Create campaign,” and choose Sponsored Brands. Give your campaign a name and choose your settings.
3
Choose the campaign goal that aligns with your business objective.
4
Select your ad format. If you need assistance with building video creative, click “Use our video builder templates” to access video builder.
5
Under “Landing page,” select whether you want to drive shoppers directly to your Brand Store or to a product detail page.
6
Define your targeting strategy and select bids for your campaign, or use our recommendations.
7
Upload your creative, which can be a static image or video that features a product or brand.
Frequently asked
questions, answered
How can I measure results from my Sponsored Brands campaign?
We provide a range of tools and reports that help you analyze campaign performance and measure success. You can find, download, and analyze a suite of metrics that help you measure your efforts, such as:
- How shoppers are engaging with your ads across dimensions that matter to your goals, like impressions, click-through rates, sales, and more
- How different traffic sources, like your Sponsored Brands campaigns, are driving visitors to your Amazon Store
- How much you’re reaching customers who are new to your brand
- And how your marketing strategies are performing across all stages of the funnel – awareness, consideration, purchase, and loyalty – plus how you’re doing relative to other brands like yours
Who can use Sponsored Brands?
Sponsored Brands are available for vendors, book vendors, Kindle Direct Publishing (KDP) authors, agencies, and professional sellers enrolled in Amazon Brand Registry. Products and features may not be available in all marketplaces.
What categories are not eligible for Sponsored Brands?
At this time, adult products, used products, refurbished products, and products in closed categories are not eligible for advertising. Review the creative acceptance policies for Sponsored Brands and Sponsored Products for a full list of permitted and prohibited categories.
What are new-to-brand metrics, and why should I use them?
With new-to-brand metrics, you can measure orders and sales of your products generated from first-time customers of your brand on the Amazon store. These metrics allow you to track the number of first-time orders for products within your brand, the percentage of total orders that are new-to-brand orders, the total sales of new-to-brand orders, and the percentage of total sales that are new-to-brand sales, all within a 12-month look-back window.
We recommend using new-to-brand metrics to supplement metrics like advertising cost of sales (ACOS) or return on ad spend (ROAS). For example, Sponsored Brands ads help drive brand discovery with shoppers in the discovery stage and help brands reach new customers. Driving first-time purchases can often cost more than driving repeat purchases, so ACOS or ROAS alone would not measure the impact of Sponsored Brands in growing your brand audience.
What are the different goals I can achieve with Sponsored Brands?
When setting up your Sponsored Brands campaign, you can choose from multiple goals designed to meet your brand objectives. You can drive page visits to increase traffic to your Brand Store or product pages, grow brand impression share to boost visibility within your category, or reserve share of voice to secure predictable Top-of-Search placement for your branded keywords. Each goal provides tailored targeting, bidding, and creative options to help you achieve measurable results.
What are the video specification requirements for Sponsored Brands video?
Can I feature multiple products in a Sponsored Brands video linking to Brand Stores?
Yes. Linking Sponsored Brands video to Brand Stores enables you to promote eye-catching video with the flexibility of showcasing up to three products within the ads to shoppers. The ads could appear above, in the middle, or at the bottom of Amazon search results. You can potentially increase brand and product discoverability, engage shoppers with your product collection, or drive traffic to your Brand Store to explore the full range of product offerings in a dedicated brand environment.
Sources
- 1 Feature launched in Japan in Feb 2023; available in CA, US, DE, ES, FR, IT, UK, IN.
- 2 Advertiser-provided data, JP, Dec 2019–Nov 2022.
- 3-4 Agency povided data, United States, 2023.