Product
Sponsored Products - Help increase product sales
Guide
Success tips to help you make the most of your campaigns.
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Sponsored Products can help connect you with customers looking for items like yours as they're shopping on Amazon. With Sponsored Products, you have control over your campaign’s targeting, spend, and more. In this guide, we’ll walk you through how to set up a campaign, and maximize its performance.
Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon, and on select premium apps and websites. Sponsored Products are available for professional sellers, vendors, book vendors, authors, and agencies, allowing them to promote products to shoppers who are actively searching with related keywords or viewing similar products on Amazon. Sponsored Products appear in shoppers’ Amazon search results and on product pages. Ads serve both on desktop and mobile browsers and on the Amazon mobile app. When shoppers click your ad, they are taken directly to your product’s detail page. Sponsored Products only appear when your advertised items are in stock, and include trusted Amazon shopping attributes.
Sponsored Products campaign example
Sponsored Products can help you promote your products, increase sales, and improve brand visibility on Amazon and select premium apps and websites. It’s a cost-effective and insight-driven solution for both new and established advertisers to plan, launch, and optimize their advertising strategy in an easy way. Here are five benefits of Sponsored Products:
Sponsored Products ads take just minutes to create, and offer flexible targeting, bidding, and budgeting options. No previous advertising experience is required. Here is how to get started:
Fact: Suggested products are 321 times more likely to generate ad-attributed sales when advertised, compared to products that are not suggested.1
It’s important to have a specific goal in mind before you launch your campaign. For example:
The quality of your product information, as well as on detail pages, can have a direct impact on your ad performance and sales. Follow these guidelines to help reach more customers:
Targeting is the way you define the context in which your ads appear to audiences— targeting your ads with keywords helps raise visibility of your products within relevant shopping searches. Sponsored Products campaigns offer automatic targeting, manual targeting, and negative targeting—an optional targeting capability for both automatic and manual options.
Automatic targeting: Automatic targeting is the easiest and quickest way to get started. Amazon matches your ads to keywords and products, saving you time and providing you with important insights. You can also use any of the four automatic targeting match types to support your campaign objectives. Make your selection during or after campaign creation.
Match type | Description | Example |
Close match | We may show your ad to customers who use shopping terms closely related to your products. | If your product is "Doppler 400-count Cotton Sheets," we'll show an ad when customers use shopping terms like "cotton sheets" and "400-counts sheets." |
Loose match | We may show your ad to customers who use shopping terms loosely related to your products. | If your product is "Doppler 400-count Cotton Sheets," we'll show an ad when customers use shopping terms like "bed sheets" and "queen-sized cotton sheets." |
Substitutes | We may show your ad to shoppers who use the detail pages of products similar to your products. | If your product is "Doppler 400-count Cotton Sheets," we'll show an ad on detail pages that include "300-count cotton sheets" and "queen 400-count sheets." |
Complements | We may show your ad to shoppers who view the detail pages of products that complement your products. | If your product is "Doppler 400-count Cotton Sheets," we'll show an ad on detail pages that include "queen comforter" and "feather pillows." |
Manual targeting: With manual targeting, you can manually select which keywords or products you want to target. This targeting option gives you the flexibility to choose your own targets and manage performance at the target level
Manual targeting example
Product targeting: To target your ads to specific products or entire categories that are similar or complementary to your products, use product targeting. This option gives you greater control over when and where your ads appear in shopping results and product detail pages.
Add negative targeting to automatic or manual targeting: Adding negative products and brands to your campaigns prevents your ads from appearing on specific shopping results or detail pages that don’t meet your performance goals.
Example: You’re running an ad for a camera lens. Your advertising objective is for your ad to appear near complementary products, but you find it appearing by a noncompatible camera. By adding this camera as a negative ASIN, you can stop your ad from appearing there and save paying for placements you don’t want. Here are three steps to get started:
Add negative targeting
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. 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 $3,000 worth of clicks in that calendar month (assuming a full 30-day month).
Daily budget: We recommend starting with a daily budget of $10 or equivalent. You have the flexibility to adjust your budget at any time.
Refine your bidding strategy: Choose a campaign bidding strategy to control how you’ll pay for clicks on your ads.
In the first week, monitor your metrics at least twice a week to evaluate the effectiveness of your campaign, and adjust accordingly. Key measurements include:
Fact: New products are 231 times more likely to generate ad-attributed sales when advertised, compared to products that are not new.2
Amazon offers several reports, available through the Amazon Ads console, to help you understand your campaign performance and measure your success.
You can help your Sponsored Products perform better and help you meet your goals through optimization, based on insights collected from the campaign’s from initial results.
Increase your brand’s reach by using different types of Amazon Ads in addition to Sponsored Products. Self-service ad solutions, such as Sponsored Brands, Sponsored Display, and Sponsored TV, can be combined with your Sponsored Products Campaign to help improve your chances of generating more impressions, which attracts more shoppers, amplifies your message, and helps you generate more sales.
Use bulk operations to edit, optimize, and even create multiple campaigns at once, saving you time when you want to make many changes.
Use separate campaigns or ad groups for each product group to focus your advertising strategy and organize your keywords and budgets.
Save your campaign as a draft and come back to finish it later.
Start creating portfolios to organize your campaigns by brand, category, season, or any way you choose.
Only include ASINs from the same category in one campaign. Each of the products that you select will be displayed as an ad.
The ROAS is calculated by dividing the total sales by the total spend on the advertising campaign. To make sure advertising is helping drive your sales, you want this number to be high. First, check the search term report to identify keywords and products that are resulting in higher sales and conversion rate. Then increase the bid on those and add them as exact match type to optimize. Also, identify the keywords and products with low sales and conversion rates and decrease your bids on them. And again, this is another opportunity for you to consider adding negative targeting to exclude keywords and products that are not relevant for your campaign, which can mean you’ll spend less budget on placements that are not relevant to your brand. Make sure you also check the ASINs you’re advertising to confirm they’re aligned to your campaign’s goals and have good product detail pages. Once you understand how they’re performing, consider deleting or pausing ASINs that are not driving your goals and dialling up on the ones that are performing best.
Make sure you’re utilizing your strongest products—ones that display the featured offer and have great detail pages. These should be front and center of your Sponsored Products strategy. Start by doing an audit of your products, checking them against the guidance you see in the Success tip 1: Optimize your products and detail pages section. Are your products frequently displaying the featured offer? Are they well-reviewed and rated? Do their product detail pages have the qualities that help engage customers—multiple images, bullet points, a product description? If your advertised products are lacking in any of these areas, take the steps to improve them. Or, you can remove these products from your campaigns and add products that do meet this criteria.
If you’re only using automatic targeting, consider increasing your campaign budget and adjust your default bids using dynamic bids- up and down, to help generate additional impressions, clicks, and sales. You can also try using manual targeting. This method gives you increased control over your targeting and allows you to split campaigns based on objectives, as well as to better control your spend–helping you bid more competitively on targets that perform well for you.
Take an always-on approach with your campaigns by setting no end date, and help customers discover your products any time they shop on Amazon.
Already registered? Sign into Vendor Central or Seller Central and hover over ‘Advertising’ in the menu
1 Amazon internal data, WW, Dec 2021 – May 2023. Limited to sellers with minimum Sponsored Products campaign duration of 6 months post launch.
2 Amazon internal data, WW, 3/26/23-4/1/23.