Dell achieves branding objectives using sponsored ads

To secure a greater market share in the category of laptops, including visibility for new products and sales for high-performing products, Dell started advertising on Amazon in July 2017. It used both Sponsored Products and Product Display Ads* to achieve strong results.

Individual product discoverability

Sponsored Products increased product visibility and helped create brand recall among relevant shoppers. These campaigns proved to be cost effective with a low advertisement cost of sales (ACOS) of nearly 2.2%.

Engaging relevant shoppers

Dell made smart use of high-traffic ad placement options on product detail pages to effectively cross-sell and upsell their products without being intrusive to customers. Product Display Ads placements allowed the brand to showcase their high-performing products directly to relevant, high-intent shoppers.

Greater brand visibility

The Consumer Electronics category can be highly competitive, so Dell boosted their brand visibility with Sponsored Brands, which appear strategically on search results pages. Their campaign achieved millions of ad impressions and drove shoppers to their brand page.

*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.


Dell achieved its marketing objective of higher brand visibility and reaching the maximum number of relevant shoppers.

  • 43x return on investment (ROI)
  • Over 63 million impressions within 15 days
  • Over 100K page views during the 2-month period