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Sponsored Products - Help increase product sales
Guide
Attract readers. Build fans. Sell books. Start advertising today with Amazon Ads. We offer simple, effective solutions to help you drive book sales and reach new audiences.
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You don’t have to be a marketing expert to excel at advertising your books on Amazon. This guide will teach you how to build your presence as an author on Amazon, launch your first Amazon Ads campaign, and create a comprehensive advertising strategy to help you drive book sales and reach new readers.
77% of book buyers discovered a new title or author when shopping on Amazon.1
To make the most of your book’s ad campaign, start by building your Amazon presence. That means sharing content about your book(s) and yourself, including setting up an Author Page on Author Central and/or registering for an account on Kindle Direct Publishing (KDP). Next, access Amazon Ads from KDP or Author Central. Follow these steps:
Here are a few steps to get you started with your author page:
57% of global surveyed book buyers shop without a specific title in mind.2 Forty-six percent of book buyers on Amazon use shopping results to research their book purchase.3
When your book and author content are complete, it’s time to strategize your advertising approach. Amazon Ads can help drive sales by reaching millions of readers with active Amazon accounts. The process to launch your first advertising campaign is simple whether you opt for Sponsored Products, Sponsored Brands, or both.
Sponsored Products help authors put their books in front of readers who are searching for similar books and genres so that they can discover something new. These ads appear in relevant shopping results and on product pages on desktop and mobile devices. When customers click on the ad, they’re directed to the product page of the book that’s featured. When authors create a Sponsored Products ad, they advertise to the most relevant audiences by targeting specific shoppers based on similar searches. There’s no up-front charge for a Sponsored Products ad. Rather, the author sets their budget and only pays when a shopper clicks on the ad. Learn more in our Sponsored Products guide.
Sponsored Brands ads are for authors who have three or more eligible titles under the same author’s name, and want to highlight a collection of books or tell their author story in their own way. These ads help readers discover new authors and books, and can include video ads or ads with custom images. Sponsored Brands appear below the top of shopping results, within shopping results, and on product detail pages on desktop and mobile devices. Similar to Sponsored Products, authors target these ads to the most relevant audiences and set their own budgets. Amazon Ads uses a “cost-per-click” model, meaning authors only pay when a shopper clicks on your ad. Learn more in our Sponsored Brands guide.
Amazon is an important stop for readers looking for their next book. 51% of shoppers visit Amazon early in their purchase journey to gather information and for help finding books.4
After you’ve determined which advertising products are best suited for your goals, it’s time to develop—and optimize—your campaign. Keep these best practices in mind:
On average, book buyers who visited Amazon considered 22% more titles than book buyers who did not visit Amazon5
Ready to connect with readers? Sign into the advertising console and launch your campaign.
1-5 Amazon and Kantar books readers path to purchase study, August 2023, US.