Advertising books on Amazon:
A guide for KDP authors

Attract readers. Build fans. Sell books.

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

Sponsored Products ad placement on desktop and mobile

Sponsored Products
(all countries)

Increase visibility with keyword or product targeted ads on shopping results and detail pages.

  1. Run frontlist or backlist evergreen campaigns
  2. Use automatic targeting or choose your own keywords
  3. Create custom descriptions of your title to entice reader interest
Kindle

Sponsored Brands
(select countries)

Drive awareness and discovery of your book collections and brand as an author.

  1. Promote 3 or more titles in the same campaign
  2. Create custom headlines to entice reader interest
  3. Drive readers to an
    immersive custom landing page
Kindle

Lockscreen Ads
(US only)

Build recognition with interest-targeted ads on Kindle E-readers and Amazon Fire tablets.

  1. Promote a single title
  2. Target genres that complement your title
  3. Add your logo and headline

1 Active customer accounts represent accounts that have placed an order in the past 12 months.

Book advertising best practices

  • Consider your reader and how they would shop for a book. Only bid on shopping queries relevant to your content.
  • Target complementary and popular keywords, interests, and products, including similar books and authors. Learn more in the Keyword Strategy Guide.
  • Increase your advertising efforts during events or seasons relevant to your book. Start campaigns early so they have time to ramp up, and run them for a minimum of four to six weeks.
  • Ensure your ad and book content meets the Book Advertising Guidelines and Acceptance Policies.

How to get started

  1. Choose the book you want to advertise from your KDP bookshelf.
  2. Click “promote and advertise.”
  3. Under “Run an ad campaign,” choose a marketplace, and click “Create an ad campaign.”
  4. Sign in to Amazon Advertising using your KDP credentials.

Once you launch a campaign, you’ll see a message confirming that your ad has been sent for review.

Advertising books on Amazon

Sponsored Products

What is it?
  • Increase visibility with keyword or product targeted ads in shopping results and detail pages
  • When clicked, ad sends shoppers to your book's detail page.
What are the targeting options?
  • Manual targeting: targets by keywords, or products and categories that you choose.
  • Automatic targeting: targets by choosing keywords and products for you.
Where do ads typically appear on Amazon?
  • Within shopping results.
  • 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 customers click on your ad.
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?
  • Drive awareness and discovery of your book collections and brand as an author.
  • When clicked, ads sends shoppers to a custom landing page
  • 3+ eligible 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?
  • In relevant shopping 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
  • Targeting report
  • Targeting report
  • Campaign report
  • Campaign Placement report

Lockscreen Ads

What is it?
  • Delivers interest-targeted ads on Kindle E-readers and Amazon Fire tablets.
  • 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?
  • Kindle E-reader and Amazon Fire tablet lockscreens
  • Kindle E-reader home screen.
How much does it cost?
  • You control your spend by setting your bids and budget.
  • You’re only charged when customers click on your ad.
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 offline.

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.