Product
Sponsored Products - Help increase product sales
Guide
Everything a new advertiser needs to know about Sponsored Products, from eligibility to launch.
Start using Amazon Ads to display your products and create campaigns.
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Create cost-per-click ads to help customers find your products on Amazon.
If you’re a new advertiser and looking for a solution to reach more customers on Amazon, Sponsored Products is a great starting point. These ads allow you to promote individual product listings to shoppers while they’re browsing and discovering items to buy on Amazon. It only takes a few minutes to create your first Sponsored Products campaign, even if you haven’t advertised before.
Ready to get started? This guide will take you through the steps needed to launch a successful first Sponsored Products campaign with Amazon Ads.
To advertise, you must have an active professional seller or vendor account and have products in one or more of the eligible categories. At this time, we do not support adult products, used products, refurbished products, and products in closed categories.
Your products must also be eligible for the featured offer. The featured offer is the offer displayed on a product detail page with an Add to Cart or Buy Now button. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may be one of many sellers who are considered for the featured offer placement.
For additional information on how to increase your chances of winning the featured offer, check our help page here.
Please note, products and features may not be available in all marketplaces.
Before you create your first campaign, it’s important to know what business goals you want to accomplish through advertising. Establishing your goals up front will help you choose which products to advertise, decide how to structure your campaigns, and better analyze performance.
Common goals include:
To determine your goals, ask yourself if you are trying to…
To meet your goals, you want to make sure you’re advertising the right products for your brand. When deciding what to advertise, take into account product pricing and availability to ensure your ad will display. Keep in mind that if your products aren’t presenting the featured offer or are out of stock, your ad will not display.
Additionally, make sure you’re winning the featured offer at the highest rate—ideally 90% or higher. If you are a seller, you can check your featured offer rate under the ‘Reports’ tab in Seller Central. Click on ‘Business Reports,’ and under the section labeled ‘By ASIN,’ click on ‘Detail Page Sales and Traffic by Child Item’. Here, you can sort by ‘featured offer percentage’ to find your best-performing ASINs.
It’s best to look for a high featured offer percentage paired with a high number of sessions to the product detail page. These are your most frequently viewed ASINs.
Follow these guidelines when deciding what products to advertise:
When shoppers click your ad, they’ll be taken to your product detail page. A product detail page with detailed, high-quality information can increase your chance of making a sale. Audit your product detail page to ensure it has:
Sponsored Products ads allow you to promote individual product listings to shoppers while they’re browsing and discovering items to buy on Amazon. Your ads may be displayed at the top of, alongside, or within shopping results and on product pages, on desktop and mobile. The ads are then shown to shoppers based on relevant keywords or products.
This solution is recommended as a good starting point not only because it’s simple to launch, but also because you can control the total amount you want to spend. 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. Understanding adjustments to your bids and budget is key to reaching more shoppers, which can help increase sales.
Ready to create your Sponsored Products campaign? If you’re a seller, go to the “Advertising” tab in Seller Central, select “Campaign Manager,” and click “Create campaign.” If you’re a vendor, go to the Amazon Ads console, select “Register,” and choose one of the vendor account options to login. Next, click “Create campaign” and choose Sponsored Products.
When creating your campaign, follow these steps to launch:
If you need more help with your first campaign, visit Amazon Ads Academy where you can take free courses on Sponsored Products, bidding, keywords, and more.