Advertising books on Amazon: A guide for book vendors

Attract readers. Build fans. Sell books.

Start promoting your titles with Amazon Ads. We offer simple, effective solutions to help you drive book sales and reach the hundreds of millions of active Amazon customer accounts worldwide.1

Sponsored Products on desktop and mobile

Increase visibility with keyword-targeted or product-targeted ads on search and detail pages.

  1. Promote one or more titles
  2. Run frontlist or backlist evergreen campaigns
  3. Auto target or choose your own keywords
Sponsored Brands on desktop and mobile

Drive awareness for title collections with keyword-targeted ads in prominent locations on shopping results pages.

  1. Curate a landing page or drive to your Store
  2. Promote three or more similar titles
  3. Add an image and headline
Kindle

Get your eBooks in front of customers when they use their Amazon devices.

  1. Single-title promotion
  2. Entice clicks and sales with custom text
  3. Promote your eBooks to active readers
Sponsored Display

Grow your business by reaching relevant audiences on Amazon.

  1. Single-title promotion
  2. Redirect attention from other books or products
  3. Add your logo and headline

Book promotion best practices

  • Ad types work best together, capturing the customer’s attention at different points of their shopping experience.
  • Target complementary and popular keywords, interests and products, including similar books and authors.
  • Always make sure that your ad copy is relevant to your targeting, and don’t forget to spell-check.
  • Ensure your ad and book content meets the Book Advertising Guidelines and Acceptance Policies.

Promoting books on Amazon

Sponsored Products

What is it?

  • Delivers relevant ads in search results and on detail pages based on keyword searches.
  • When clicked, ad sends shoppers directly to your book’s detail page.

What are the targeting options?

  • Target by keyword.
  • Target by product or category, including price, brand or star rating.
  • Utilize automatic targeting based on keyword or product.

Where do ads typically appear on Amazon?

  • Within search results (e.g. top, bottom).
  • On related product detail pages.

How much does it cost?

  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.

What are the eligibility requirements?

How long do campaigns run?

  • Run continuously or select a custom date range.

What reporting is available?

  • Search term report
  • Targeting report
  • Advertised product report
  • Campaign report
  • Placement report
  • Performance over time report
  • Search term impression share report (SIS)
Sponsored Brands

What is it?

  • Delivers relevant ads in prominent locations on search result pages based on keyword searches.
  • When clicked, ad sends shoppers to a custom curated landing page or your Amazon Store.
  • Three+ titles required.

What are the targeting options?

  • Target by keyword, using recommended or custom keywords.
  • Target by product or category.

Where do ads typically appear on Amazon?

  • Above and below search results.
  • To the left of search results.

How much does it cost?

  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.

What are the eligibility requirements?

How long do campaigns run?

  • Run continuously or select a custom date range.

What reporting is available?

  • Search term report
  • Keyword report
  • Keyword placement report
  • Campaign report
  • Campaign placement report
  • Search term impression share report (SIS)
Lock-screen ads

What is it?

  • Delivers audience-targeted ads on the lock screen and home screen of Amazon devices.
  • When clicked, ad sends shoppers to your eBook’s detail page.2

What are the targeting options?

  • Target by reader interest (genre).

Where do ads typically appear on Amazon?

  • Amazon device lock screen and home screen.

How much does it cost?

  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.

What are the eligibility requirements?

How long do campaigns run?

  • Select a custom date range.

What reporting is available?

  • Campaign-level sales reporting.
  • Impression and click metrics may be delayed as some devices may not always connect with the internet. Impressions, clicks and sales within the last 14 days are updated when the device reconnects to the Internet. Kindle E-readers track clicks made offline.
Sponsored Display

What is it?

  • Reach the right audience both on and off Amazon
  • When clicked, ad redirects shoppers directly to your detail page.

What are the targeting options?

  • Product targeting
  • Audiences: views remarketing
  • Audiences: interests

Where do ads typically appear on Amazon?

  • On the Amazon home page, product detail pages or shopping results pages
  • Third-party websites and apps

How much does it cost?

  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.

What are the eligibility requirements?

How long do campaigns run?

  • Select a custom date range.

What reporting is available?

  • Targeting report
  • Campaign report
  • Advertised product report

1 Active customer accounts represent accounts that have placed an order in the past 12 months. (Q3 2019)
2 Readers with a connected device are directed to the eBook’s detail page. Readers with off-line devices are directed to a landing page.