A complete resource list for product-first advertising, with Sponsored Products

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Your products are arguably one of the most important parts of a successful advertising campaign. To help you succeed when advertising, we’ve created this resource guide to help answer your questions, so your advertised products can help you hit your performance goals.

From selecting which products to advertise with Sponsored Products, deciding on your optimum campaign set up, to discovering ways to improve your product detail page, this guide will support you along the way.

Head to a specific chapter below, or keep scrolling to review all our available resources.

Let’s get started.

1. Choose products for your Sponsored Products campaign

Selecting which products to include in your Sponsored Products campaign is an important step when advertising with Amazon. It can determine how you structure the rest of your campaign and ultimately, how much return you can receive from your investment in ads.

As your catalogue can often span different product verticals and multiple marketplaces, approaching your product selection by thinking about product commonalities can make the selection process quicker, easier, and more logical.

Check out our resources to help you pick optimal products from your inventory for your Sponsored Products campaign.

New products are 231 times more likely to generate ad-attributed sales when advertised, compared to products that are not new.1

Setting up ads for key shopping events

Big events, such as Prime Day or the holiday season, can bring an increased number of shoppers to Amazon. This can be a great opportunity to be strategic with your advertising, to help make the most of it and hit your business goals. There are several tactics you can use, such as advertising the following types of products; seasonal or event related products, recently added products, those with excess inventory.

We’ve got a range of event specific content for you to peruse, to help you build a strong and successful campaign alongside events.

Brands who promoted their ASINs during Prime Day week with sponsored ads experienced 1.9x higher consideration and 1.4x higher sales2

2. Identify and amplify your suggested products

Your suggested products are most likely to generate impressions and clicks if you advertise them with Sponsored Products. Adding them to your ad campaigns can help increase your ad-attributed sales, as there is a greater chance of a shopper engaging with that advertised product.

Based on trends across the Amazon store, as well as the quality of the individual product listing, our science-backed insights have identified your suggested products as the most likely to generate impressions and clicks, if you advertise them with Sponsored Products.

Suggested products are 321 times more likely to generate ad-attributed sales when advertised, compared to products that are not suggested.3

3. Understand country specific trends before advertising

Before you launch a new product or campaign in a different country, it’s a good idea to take time to research and understand the country specific consumer trends, and analyze the marketplace’s product strengths and weaknesses.

For example, take note of each country’s current season – Summer in the United Kingdom is Winter in Australia, for instance. It can also be helpful to do your due diligence with researching product trends in real time. For example, flower hair accessories may be trending in the United States, but may not be present in France.

Have a read of our helpful calendars and guides below, to explore when and why you should advertise in new countries.

Selecting products to advertise internationally

There can be significant opportunity and engagement when you advertise across the world. Not only does your product have the chance to be seen by shoppers outside of your own market, your brand awareness can increase on a global scale.

There’s a lot to like about advertising internationally – but selecting the right products for that country is key. Check out some of our resources to learn how best to do it.

Advertisers saw an average return on ad spend (ROAS) of 2.4, 4 months after launching Sponsored Products campaigns in a country other than their brand’s home country.4

4. Set your products up for success

Having a high-quality product detail page can improve your chance of making an ad-attributed sale, and can help make the most of your ad spend. It’s also good practice to continually review your product’s detail page, to check for opportunities to optimize and improve it, so you can help boost your chance of succeeding when advertising.

Here are some tips to help optimize your product detail pages and get them set up for success when advertising.

5. Optimize and improve your campaigns

Reviewing and updating your product listings and/or your Ad groups is a great way to help improve your sales and performance on Amazon, and be more efficient with the budget you have already committed.

One way to optimize your campaigns and product selection is to review your campaign recommendations. These recommendations help you determine the most relevant search terms, bidding and budget recommendations for your brand, and can help improve the performance of your campaigns if you apply them. We use machine learning and advanced analytics to continuously refine our campaign recommendations to help improve performance of campaigns.

These are suggestions that provide you with ideas for new campaigns or adjustments to your existing campaigns. You’ll receive them when there’s an opportunity to help improve the performance of your sponsored ads. They’re easy to implement and can be applied in one simple click.

1Amazon internal data, WW, 3/26/23-4/1/23.
2Amazon Internal 2021. *Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display. vs. without support from Sponsored ads.
3Amazon internal data, WW, Dec 2021 – May 2023. Limited to sellers with minimum SP campaign duration of 6 months post launch.
4Amazon internal data, WW, 3/26/23-4/1/23