What’s new with sponsored ads and Stores: September 2020

13 October 2020

By Nick Barton
Product Marketing Programme Manager

We’ve introduced new features in the advertising console to help you engage customers and manage your campaigns more easily. Here’s a round-up of the updates that we rolled out in September.

International and audience expansion

Introducing sponsored ads and Stores in the Kingdom of Saudi Arabia

Sponsored Products, Sponsored Brands and Stores are now available in the Kingdom of Saudi Arabia for Amazon.sa sellers and vendors, enabling you to deliver results based on your marketing objectives and business needs. Visit our blog to learn more.

Manager account expands to sellers and new countries

Manager account is now available in the Amazon Ads console to sellers and vendors in the US, CA, MX, UK, DE, FR, IT, ES, IN, AU, UAE. With manager account, advertisers and their agencies can link multiple advertising accounts in a single dashboard and view account-level alerts, insights and performance metrics. Visit our blog or Support Centre to learn more.

Sponsored Brands creative and reporting enhancements

New deal messaging options available for Sponsored Brands

Your Sponsored Brands ads will now feature deal messaging and badges, without you having to create deal-specific headlines or campaigns. Sponsored Brands ads that feature products with live deals will display an updated call-to-action (CTA) – “Save up to X% on Brand”. Messaging is applied automatically, based on deal availability. Visit our Support Centre to learn more.

Sponsored Brands search terms now available in campaign manager

Sponsored Brands search term reports are now available to view directly in the campaign manager for Sponsored Brands campaigns. Search terms help you discover which keywords and products generated clicks and sales from your ads. You can use these insights to optimise targeting and maximise performance. You can also now view conversion rate (orders/clicks) and ROAS (return on ad spend) metrics directly in campaign builder. These metrics were previously only available as downloadable reports. You can also access search terms reports in the report centre or through the Amazon Ads API. Visit our Support Centre to learn more.

Sponsored Display customisation and new placement options

Headline and logo editing now available for Sponsored Display product targeting

Advertisers in the US, CA, the UK, FR, IT, ES, DE, JP and the UAE can now edit the headline and logo of their Sponsored Display product-targeting creatives. Customisation allows you to test what variations perform best and helps you to communicate your brand message to shoppers. Ads with a custom headline and logo may appear alongside product description pages, customer reviews, shopping results pages or under the Featured Offer. Visit our Support Centre and ad policy page to learn more.

Additional placements for Sponsored Display

Sponsored Display advertisers in the US, the UK, DE, FR, IT, ES, CA and JP using creatives with customised headline and logo now have access to additional ad placements on desktop and mobile. To access these placements, use Sponsored Display product targeting with customised headline and logo. Campaigns are automatically eligible to be served in these placements.

Enhanced Stores and account controls

Create multiple versions of your Store and schedule when they go live

Brands can now design multiple unique versions of a Store and schedule when they go live in advance of special events, such as the festive season and product launches. The new design and scheduling features enable you to make locale-specific seasonal updates, while providing shoppers with more dynamic and relevant brand experiences. Visit our Support Centre to learn more.

Vendor account linking to Vendor Central

Vendor advertisers can now link their advertising account to their Vendor Central account through the advertising console. Linking your accounts will make it easier to search and select your products when building campaigns. To link your accounts, navigate to the Access controls option on the left navigation in the advertising console, select Selling accounts and link your advertising account to a Vendor Central account. The next time that you add products to a campaign, you will see all available products from your linked account.