Advertising books on Amazon:
A guide for book vendors

Attract readers. Build fans. Sell books.

Start promoting your titles with Amazon Advertising. We offer simple, effective solutions to help you drive book sales and reach more of the over 300 million active global Amazon customer accounts.1

Sponsored Products on desktop and mobile

Increase visibility with keyword-targeted or product-targeted ads on search and detail pages.

  1. Promote one or more titles
  2. Run frontlist or backlist evergreen campaigns
  3. Auto target or choose your own keywords
Sponsored Brands on desktop and mobile

Drive awareness for title collections with keyword-targeted ads in prominent locations on shopping results pages.

  1. Curate a landing page or drive to your Store
  2. Promote 3 or more similar titles
  3. Add an image and headline
Kindle

Get your eBooks in front of customers when they use their Amazon devices.

  1. Single-title promotion
  2. Entice clicks and sales with custom text
  3. Promote your eBooks to active readers
Sponsored Display

Grow your business by reaching relevant audiences on Amazon.

  1. Single-title promotion
  2. Redirect attention from other books or products
  3. Add your logo and headline

Book promotion best practices

  • Amazon Advertising ad types work best together, capturing the customer’s attention at different points of their shopping experience.
  • Target complementary and popular keywords, interests, and products, including similar books and authors.
  • Always make sure your ad copy is relevant to your targeting, and don’t forget to spell-check.
  • Ensure your ad and book content meets the Book Advertising Guidelines and Acceptance Policies.

Promoting books on Amazon

Sponsored Products
What is it?
  • Delivers relevant ads in search results and on detail pages based on keyword searches.
  • When clicked, ad sends shoppers directly to your book’s detail page.
What are the targeting options?
  • Target by keyword.
  • Target by product or category, including price, brand, or star rating.
  • Utilize automatic targeting based on keyword or product.
Where do ads typically appear on Amazon?
  • Within search results (e.g., top, bottom).
  • On related product detail pages.
How much does it cost?
  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.
What are the eligibility requirements?
How long do campaigns run?
  • Run continuously or select a custom date range.
What reporting is available?
  • Search term report
  • Targeting report
  • Advertised product report
  • Campaign report
  • Placement report
  • Performance over time report
Sponsored Brands
What is it?
  • Delivers relevant ads in prominent locations on search result pages based on keyword searches.
  • When clicked, ad sends shoppers to a custom curated landing page or your Amazon Store.
  • 3+ titles required.
What are the targeting options?
  • Target by keyword, using recommended or custom keywords.
  • Target by product or category.
Where do ads typically appear on Amazon?
  • Above and below search results.
  • To the left of search results.
How much does it cost?
  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.
What are the eligibility requirements?
How long do campaigns run?
  • Run continuously or select a custom date range.
What reporting is available?
  • Search term report
  • Keyword report
  • Keyword placement report
  • Campaign report
  • Campaign placement report
  • Search term impression share report (SIS)
Lockscreen Ads
What is it?
  • Delivers audience-targeted ads on the lockscreen and home screen of Amazon devices.
  • When clicked, ad sends shoppers to your eBook’s detail page.2
What are the targeting options?
  • Target by reader interest (genre).
Where do ads typically appear on Amazon?
  • Amazon device lockscreen and home screen.
How much does it cost?
  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.
What are the eligibility requirements?
How long do campaigns run?
  • Select a custom date range.
What reporting is available?
  • Campaign-level sales reporting.
  • Impression and click metrics may be delayed as some devices may not always connect with the Internet. Impressions, clicks, and sales within the last 14 days are updated when the device reconnects to the Internet. Kindle E-readers track clicks made off-line.
Sponsored Display
What is it?
  • Reach the right audience both on and off Amazon
  • When clicked, ad redirects shoppers directly to your detail page.
What are the targeting options?
  • Product targeting
  • Audiences: views remarketing
  • Audiences: interests
Where do ads typically appear on Amazon?
  • On the Amazon home page, product detail pages, or shopping results pages
  • Third-party websites and apps
How much does it cost?
  • You control your spend by setting your bids and budget.
  • You’re only charged when your ads are clicked.
What are the eligibility requirements?
How long do campaigns run?
  • Select a custom date range.
What reporting is available?
  • Targeting report
  • Campaign report
  • Advertised product report

1 Active customer accounts represent accounts that have placed an order in the past 12 months. (Q3 2019)
2 Readers with a connected device are directed to the eBook’s detail page. Readers with off-line devices are directed to a landing page.