Guides
Creating your brand foundation on Amazon
Learn how to register your brand, advertise your products, and create free brand shopping experiences to establish your brand foundation.
GOALS
Brand awareness
Create memorable brand moments
Capture attention across content and commerce using our unparalleled insights and innovative ad formats.
Achieve your goals with easy-to-use solutions for businesses of any size.
Display ads with video
Use display ads with video to make your product and brand story more memorable while customers are shopping or consuming the content they love. Use engaging content like tutorials and unboxing videos to help audiences better understand your product, and layer in first-party insights to reach relevant audiences.
86%
Advertisers who used video creative for display ads and selected the "optimize for conversion" bid optimization saw on average 86% of sales from new-to-brand shoppers, compared to 78% for those using image creative.1
Sponsored Brands
Get noticed with creative ads featuring custom headlines, videos, and images that showcase your brand or products in related shopping results. Use Sponsored Brands video to help drive recognition for new brands and create reach for existing brands.
79%
Advertisers who used all Sponsored Brands ad formats, saw on average 79% of their sales from new-to-brand customers.2
Streaming TV ads
Show up in content that delights viewers to stay top of mind throughout their shopper journey.
58%
Customer journeys served a streaming TV ad along with other sponsored ads products drove 58% better new-to-brand conversion rate for advertisers compared to journeys containing sponsored ads without streaming TV.3
Achieve your goals with everything in small business, plus these advanced solutions.
Video ads
Streaming TV and online video ads can help you tell your brand story and optimize engagement with unique and relevant audiences across exclusive properties like Amazon.com, Thursday Night Football on Prime Video, Twitch, and premium third-party supply.
155M+
Amazon ad-supported streaming TV reaches an average audience of 155M+ monthly. Includes Amazon Publisher Direct, Fire TV Channels, Thursday Night Football, and Twitch.4
Audio ads
Get your brand message heard across exclusive first-party and premium third-party audio content, including Amazon Music’s ad-supported tier, Alexa News, Twitch, and Amazon Publisher Direct.
66%
66% of Amazon audio streamers agree streaming audio ads help them discover new brands, products, which is 2x greater than what they reported for other media channels like email, newspaper, billboards, or radio messaging.5
Device ads
Drive action with high-impact display ads across Amazon properties and devices like Fire TV, Fire tablet, Echo Show, and the Prime Video app, and align with premium Amazon and third-party content.
61%
of Amazon device ads campaigns generated statistically significant lift in at least one brand lift metric.5
Custom and out-of-home ads
Brand sponsorships help create favorable brand association and increased recall by reaching customers alongside their passion points. Run non-skippable, seamless ads like virtual product placements in popular movies and TV shows, on-package advertising, Amazon Music concert sponsorships, or collaborate with our in-house team to customize a unique solution for your brand.
Make a selection
New to Amazon Ads? Start here
Find your path to advertising success with Amazon Ads in just under a minute.
Our quick assessment delivers curated case studies, guides, and product information aligned with your goals.
Frequently asked
questions, answered
What is brand awareness?
Brand awareness is a customer’s knowledge, perception, and familiarity with a brand. A customer’s perception of a brand is based on a range of inputs over time. Companies build brands by delivering a consistent message and experience across touchpoints. That consistency, including the repetition of messaging and experience, is fundamental to making your brand memorable, which is key to building brand awareness.
Why is brand awareness important?
Brand awareness is important because it helps your brand become top of mind with potential customers when they begin to consider purchase decisions. Though the purchase journey is not linear, the traditional marketing funnel still provides a useful visualization and demonstrates the importance of awareness. Brand awareness is often the beginning of that purchase journey.
How do you increase brand awareness?
Companies use a range of techniques to increase awareness for their brands, such as promotions, social media campaigns, influencer programs, and, most notably, brand advertising. Many of the ad solutions listed above can help increase brand awareness.
How do you measure brand awareness?
There are a number of key performance indicators that help measure brand awareness, including ad recall and frequency. Amazon Ads offers several ways to measure brand awareness, such as new-to-brand metrics. Knowing that many non-Amazon channels play a role in the customer journey, you can gain visibility into how audiences discover your products with Amazon Attribution. Amazon Ads also offers advanced measurement solutions, including Brand Lift studies, campaign metrics, and creative testing.
What is Amazon Brand Registry?
Amazon Brand Registry helps you protect your intellectual property (IP), manage your listings, and grow your business—regardless of whether you sell in the Amazon store—for free. You know your brand and IP the best. Simply enroll in Brand Registry, and share information about your brand. We’ll give you peace of mind by activating proactive protections that help stop bad listings and bad actors. Click here to get started.
Sources
- 1 Amazon internal, 2023.
- 2 Amazon internal, 2022, WW.
- 3 Amazon internal, Jan-Feb 2024, US.
- 4 Kantar, 2022, US.
- 5 Audio in the Path to Purchase Study, A18-64, 2022, US.
- 6 Kantar, 2022, US.