Sellers have a new opportunity for brand advertising with Amazon Ads

Updated 3 November 2021

Amazon shopping results are an important source for brand discovery and engagement. For brands looking to optimise their brand strategy, Sponsored Brands is an important part of this holistic marketing approach. Sponsored Brands is available to all Amazon sellers who are enrolled in Amazon Brand Registry. They do more than just help shoppers find and buy your individual products – you can use shopping results to establish a visible and consistent presence to not only help drive sales but also grow awareness and stay top of mind.

Sponsored Brands are high-impact, cost-per-click ads that appear at the top of shopping results on Amazon. Ads are served to shoppers based on their shopping queries, ensuring that your brand connects with a relevant audience.

How Sponsored Brands benefit your brand

Sponsored Brands help you grow brand awareness and sales in three ways:

1. High visibility: Put your brand in front of shoppers where they are likely to see it. The top of Amazon shopping results is a high-profile placement that’s also very integrated with the shopping experience.

2. Shopping query-based targeting: Reach relevant customers based on shopping queries, matching your products with shopper intent in order to maximise brand performance.

3. Customisable creative: Feature up to three products within your ad to drive awareness across your brand portfolio. Control your brand message by choosing the headline as well as imagery for your ad. When shoppers click on your ad, they’re taken to a custom landing page to view a curated collection of your products that can span multiple categories.

How to create your Sponsored Brands ad

For brands enrolled in Amazon Brand Registry, building ads is achieved in four simple steps:

1. Create a landing page: Shoppers who click on your ad will go to a landing page that you create. We highly recommend creating a Store, a custom brand destination that allows you to provide customers with a highly curated shopping experience.

2. Build the ad creative: First, select three products to include in the ad. Then write your headline and select the main image (this could be your brand logo or a marquee product). You can edit the creative later if need be.

3. Establish campaign parameters: Complete your ad campaign by setting up parameters – choose what you’re willing to bid for a click on your ad, keywords to target (so your ad can be matched to relevant shopping queries) and your daily budget.

4. Submit your campaign: Once you’ve finished creating your campaign, it will undergo review and you’ll be notified within three working days if it’s approved or needs any changes.

Visit Seller Central to get started. And for more recommendations on getting the most out of your ad campaign, check out our blog post with expert Sponsored Brands optimisation tips.