Sponsored Products

Turn browsers into buyers

Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon and select premium apps and websites. You can create a campaign in just a few minutes, even if you’ve never advertised before.

Register
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How does Sponsored Products work?

You select your products to advertise and choose keywords to target or let Amazon’s systems target relevant keywords automatically. You control how much you want to spend on your bids and budgets and can measure your ads’ performance. Ads serve both on desktop and mobile browsers as well as on the Amazon mobile app. When customers click your ad, they are taken to the advertised product’s detail page.

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Why should I use Sponsored Products?

Sponsored Products helps you promote your products, increase sales, and improve brand visibility on Amazon and select premium apps and websites. This is a cost-effective and insight-driven solution for both new and established advertisers to plan, launch, and optimize with agility.

Best practices for your Sponsored Products ads

With Sponsored Products, you have control over your campaign's targeting, spending, and more. In this guide, we'll walk you through how to set up a campaign and maximize its performance.

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Benefits of Sponsored Products

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Drive sales with a few clicks

Sponsored Products takes shoppers directly to the product detail page and can help boost sales of individual products by making it simple for customers to browse or buy in just one or two clicks.

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Encourage informed buying decisions

Sponsored Products only appear when your advertised items are in-stock, and include trusted Amazon shopping attributes, helping customers make informed browsing and buying decisions even before they choose to click on your product.

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Manage ads for your specific needs

You have control over your ad spend with daily or lifetime budget options, allowing you to manage your costs effectively.

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Optimize for your budget

Only pay when a shopper clicks your ad, ensuring your investment is spent on engaged customers.

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Advertise smarter with informative insights

The reporting dashboard provides valuable data on ad performance, helping you optimize your campaigns.

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Reach consumers with relevant messaging

Select from flexible keyword and product targeting options and recommendations to reach relevant shoppers, ensuring you’re optimizing your campaigns.

Sponsored Products case studies

View all case studies

Growing greens: Amazon Ads helps boost Bloom Nutrition’s brand growth

Learn how the Advertiser Accelerator Program (beta) can help growing brands like Bloom Nutrition optimize their campaigns and find success.

GROOVE helps Japanese skin-care brand increase sales by 422%

GROOVE helped AMBiQUE, a men’s skin-care brand, increase sales by 422% year over year with sponsored ads.

How Amazon Ads helped Loftie’s customers sleep easy

In 2022, Loftie, a thriving small business, worked with Amazon Ads on a sponsored ads campaign that helped them raise awareness for their products and mission to help customers sleep better.

Sponsored Products courses and guides

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Sponsored ads bootcamp
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Launching new products and ASINs with Amazon Ads
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A simple guide to effective targeting with Sponsored Products

How do I create a Sponsored Products campaign?

Register

1

Register for sponsored ads.

2

Sign in to your account, click “Create campaign” and choose Sponsored Products.

3

Add the products that you want to advertise.

4

Define your targeting, keyword, and bidding strategies.

5

Choose your settings: Give your campaign a name, define your start and end dates, and input your daily budget.

6

Launch your campaign.

Tips to optimize Sponsored Products campaigns

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Before you start optimizing your campaigns, ensure you are set up to maximize your time and resources

  • Group similar products and strategies together to be more efficient with time management
  • Include products that are in-stock
  • Set your campaign to run with no end date
  • Ensure your products have sufficient information on the product detail page: descriptive product title, high quality images, 3+ bullet points
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Once you’ve set up your campaigns, follow the below tips for ongoing optimizations

  • If you’re new to advertising or launching your first Sponsored Products campaign, select automatic targeting and dynamic bids-down only
  • Exclude specific products from your campaign using negative keywords
  • Check your performance and modify bids as needed
  • Check your campaigns and modify all daily budgets as needed
Get more tips to upgrade your Sponsored Products campaigns

FAQs

Who can use Sponsored Products?

Sponsored Products are available for professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies. Products must be in one or more eligible categories and be eligible for the Featured Offer in order to advertise.

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • BE
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
Africa
  • ZA
How much do Sponsored Products ads cost?

Sponsored Products campaigns have no monthly or upfront fees. You bid the maximum amount that you’re willing to pay when a shopper clicks an ad for your products. The more competitive your bid, the more likely your ad is to be displayed when it matches a customer’s shopping query. Learn more about cost per click (CPC) advertising.

What results can I expect from Sponsored Products?

We provide a range of tools and reports to help you optimize campaign performance and measure success. Once you have launched your campaign, you can generate reports that provide insight on sales and performance of advertised products or targets, how different ad placements are performing, and more. Use these advertising analytics to identify successful tactics for your business and to help optimize your campaigns.

Where will my Sponsored Products ads appear?

Your ads may be displayed at the top of, alongside, or within shopping results and on product pages, on desktop and mobile. Ads are shown to shoppers based on relevant keywords or products.

What products are eligible for Sponsored Products?

At this time, adult products, used products, refurbished products, and products in closed categories are not eligible for advertising. Review the creative acceptance policies for Sponsored Brands and Sponsored Products for a full list of permitted and prohibited categories.

How does bidding work for Sponsored Products?

When creating a campaign, an advertiser enters a bid for the keywords that they want to target. A bid is the maximum amount you are willing to pay when a customer clicks an ad.

How do Sponsored Products budgets work?

For Sponsored Products, you’ll set a daily budget for your campaign. The daily budget is a daily amount you are willing to spend on a campaign over a calendar month. For example, if you set your daily budget at $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). Daily budgets are not paced throughout the day, meaning a smaller daily budget could be spent in a few minutes if there are a large number of shoppers interested in your advertised products.

Regardless, you control the total amount you want to spend—the final cost will never be more than the amount you’ve set for your campaign’s duration. You can increase or decrease your daily budget once your ads are live.

Where are customers taken when they click on my Sponsored Products ad?

Customers who click on your ad will be taken to your product’s detail page.