Drive awareness and discovery of your brand and product portfolio with customisable ads that appear in Amazon shopping results.
Sponsored Brands case study
“Amazon Advertising has absolutely enabled us to reach new customers and improve awareness of our brand to a population who we just wouldn’t have been able to reach.”
– Neal Mercado, Chief Marketing Officer, Designs for Health
How to create a Sponsored Brands campaign
Set your campaign duration and budget.
Create and customise your ad, including the headline and which products to feature.
Decide which keywords to target and how much you want to bid for clicks.
Submit your ad for review. It will be reviewed within 72 hours.
Your ads may be displayed on top of, alongside or within shopping results. Ads may appear on both desktop and mobile.
With CPC ads such as Sponsored Brands, you bid the maximum amount that you are willing to pay when a shopper clicks an ad for your product. The more competitive your bid, the more likely your ad is to be displayed when it matches a shopping query.
At this time, adult products, used products, refurbished products and products in closed categories are not eligible for advertising. For a full list of permitted and prohibited categories, review the Creative Acceptance Policies for Sponsored Brands and Sponsored Products.
We provide a range of tools and reports that help you analyse campaign performance and measure success. New-to-brand metrics allow you to measure how many first-time customers your campaign drove in the last 12 months. Other reports provide campaign and placement performance, ad clicks, sales and advertising cost of sales (ACOS) represents your ad spend as a percentage of sales. Once you have launched your campaign, you can view performance via the graphical dashboard or view downloadable reports on the reporting page. Use these reports to identify successful tactics and optimise your campaigns.
With new-to-brand metrics, you can measure orders and sales of your products generated from first-time customers of your brand on Amazon. These metrics allow you to track the number of first-time orders for products within your brand, the percentage of total orders that are new-to-brand orders, the total sales of new-to-brand orders and the percentage of total sales that are new-to-brand sales, all within a 12-month look-back window.
We recommend using new-to-brand metrics to supplement metrics such as advertising cost of sales (ACOS) or return on ad spend (ROAS). For example, Sponsored Brands ads help drive brand discovery with shoppers in the discovery stage and helps brands reach new customers. Driving first-time purchases can often cost more than driving repeat purchases, so ACOS or ROAS alone would not measure the impact of Sponsored Brands in growing your brand audience.