New advertiser success guide
Your step-by-step guide to getting started with Sponsored Products.
Here are the themes we’ll cover in this guide
Before you start advertising
Here's the first step you must take to get ready to advertise.
Check eligibility requirements
To advertise, you must have an active professional seller or vendor account and have products in one or more of the eligible categories. At this time, we do not support adult products, used products, refurbished products and products in closed categories.
Your products must also be eligible for the Featured Offer. The featured offer is the offer displayed on a product detail page with an Add to Basket or Buy Now button. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may be one of many sellers who are considered for the featured offer placement.
For additional information on how to increase your chances of winning the featured offer, check our Help page here.
Please note, products and features may not be available in all marketplaces.
Define your goals
Before you create your first campaign, know what you want to accomplish.
Before you create your first campaign, it is important to know what business goals you want to accomplish through advertising. Establishing your goals up front will help you choose which products to advertise, decide how to structure your campaigns and better analyse performance.
Consider if you’re trying to:
- Increase brand or product visibility
- Generate traffic to your product detail page
- Improve sales performance
– Sara Davis, NetrushBefore you start doing any advertising, it's really important to set a goal. Whether your goal is growth and awareness, sales, customer retention and loyalty.
Are you trying to...
Drive sales of a new product?
Improve sales of low-performing products or clear inventory?
Generate traffic to your product detail pages?
Increase brand visibility?
Determine what products to advertise
Choose products that can help you meet your goals.
Advertise the right products for your brand
Choose products that can help you meet your goals, grouping similar products together. Make sure that you take into account product pricing and availability when deciding what to advertise. Here’s a helpful tip: if your products aren’t presenting the featured offer or are out of stock, your ad will not display.
Make sure that they’re winning the Featured Offer at the highest rate – ideally 90% or higher. If you are a seller, you can check your featured offer rate under the “Reports” tab in Seller Central. Click on ‘Business reports’, and under the section labelled ‘By ASIN’, click on ‘Detail page sales and traffic by child item’. Here, you can sort by ‘Featured Offer percentage’ to find your best-performing ASINs.
It’s best to look for a high featured offer percentage paired with a high number of sessions to the product detail page. These are your most frequently viewed ASINs.
Your product must be in stock and priced competitively in order to present the featured offer, so take into account product pricing and availability when deciding on items to advertise. If your products aren’t presenting the Featured Offer or are out of stock, your ad will not display.
Audit your product detail pages
Checking your product detail pages for retail readiness.
Make sure that their product detail pages are ready
Remember that shoppers who click your ad will be taken to your product detail page, and a strong product detail page can help convert the click into a sale. Check your product detail pages.
Do they have…
- Accurate, descriptive titles?
- High-quality images?
- Relevant and useful product information?
- At least five bullet points?
- Relevant product description?
- Do they contain search term metadata?
Understand Sponsored Products
Help customers discover and purchase products that you sell on Amazon
Simply put, these ads let you promote individual listings to shoppers as they’re browsing and discovering items to buy on Amazon. Launch your first ad in minutes with no previous experience needed.
You only pay when your ad is clicked.
You choose how much you’re willing to spend.
You target ads by keywords or products.
Ads appear in shopping results and on product detail pages.
– William Land, Founder, Empire CaseWhen you want to showcase a new product, you put it where consumers can easily see it. Sponsored Products is like being at the front of the store.
Create your first campaign
How to get started creating Sponsored Products campaigns.
Ready to create your Sponsored Products campaign?
For sellers: Start by going to the Advertising tab in Seller Central and selecting “Campaign Manager”, then click the “Create campaign” button.
For vendors: Go to the advertising console and select “Register”, then choose one of the vendor account options to log in. Next, click the “Create campaign” button, and choose Sponsored Products.
Next, click the “Create campaign” button, choose Sponsored Products and follow these steps to launch your campaign in minutes.
1. Pick your products
Help create demand for new items or give your bestsellers an extra lift.
Group similar items and make sure they’re priced competitively enough to present the Featured Offer.
2. Give your campaign a name
Keep it straightforward, so you can find it easily later.
3. Set the budget you want
Just $10 a day can help you get clicks and sales.
4. Choose your duration
We recommend running your campaign immediately to start generating traffic. To boost sales on Amazon year-round, set your campaign with no end date.
5. Select your targeting type
Pick automatic targeting to target relevant keywords and products.
6. Choose your bid and launch
Select how much to spend per click, and you’re ready to launch your campaign.
Need more help? Register for one of our webinars to learn from Sponsored Products specialists or view additional video resources in Seller University or on our YouTube channel.
Thank you for reading
New advertiser success guide