Product
Sponsored Brands – Increase brand awareness
Guide
Everything you need to know to help your customers discover your brand and product selection.
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As you read this, Amazon shoppers are searching for products and brands like yours. Sponsored Brands helps you reach more of those shoppers, helping them discover your brand and products.
Sponsored Brands are customizable ads that feature your brand logo, headline, video or lifestyle image, and multiple products. These ads appear on top and within Amazon shopping results, on product detail pages, and on the homepage.
Sponsored Brands ads benefit your business in four ways:
Here’s a snapshot of Sponsored Brands ads:
You can choose from several creative options to promote your business with Sponsored Brands.
Promote multiple products alongside a lifestyle image of your choice. Options can include imagery representing your brand, or showcasing your product in use or context. Your landing page options include your Brand Store, a simple landing page, or a custom landing page. Amazon promotes your deals by automatically displaying a new CTA (call to action) with deals and messaging.
Sponsored Brands campaign
You’ve spent time curating a compelling Brand Store. Next, help more shoppers find it. You can showcase up to three Brand Store sub-pages in your Sponsored Brands campaign, and customize the headline along with the sub-page image and label. Your Brand Store must have at least three sub-pages to be eligible, with a unique product on each sub-page. The first three sub-pages of your Brand Store will be preselected for your Sponsored Brands creative, but you have the option to change which sub-page to feature. You can also enter a custom headline, select a brand logo, and change the labels and images that represent the sub-pages in your campaign.
Sponsored Brands video displays a six to 45-second, auto-playing video in shopping results, appearing for select keywords that are relevant to your product. When shoppers click on your video ad, they’re taken to the product detail page where they can learn more and purchase. While you can create your video campaign in a similar way as other Sponsored Brands formats, Sponsored Brands video has its own ad placement and auction. This means that running a Sponsored Brands video ad campaign won’t compete against other self-service ad campaigns you may be running.
Sponsored Brands video
Sponsored Brands has no minimum spend requirements, supporting two pricing models:
You can specify your daily bid and budget, change your bid or pause your campaign whenever you’d like. The more competitive your bid, the more likely your ad is to be displayed when it matches a shopping query. Your daily budget is the amount you’re willing to spend per day, over a calendar month. Your spend on any given day may exceed your daily budget, but the average daily spend at the end of the month won’t exceed your daily budget.
Creating your Sponsored Brands campaigns is easy with our self-service, intuitive ad console.
Depending on the targeting method you choose, you’ll also have an option to add negative targeting to your campaign. Negative targeting helps prevent your ads from appearing on specific shopping results or detail pages that don’t meet your performance goals. This can help refine your audiences and improve your return on spend.
A few tweaks can make a difference in your advertising results.
Though you can only choose one targeting type per campaign (keyword or product targeting), we recommend including both in your overall advertising strategy for optimum reach. Also consider the following best practices for each targeting type.
Help your ad stand out by making small adjustments to your messaging and visual elements.
You have three ways to gauge your campaign performance. We advise reviewing your campaign metrics regularly to learn what’s working, identify elements you’d like to test, and continuously improve your advertising performance.
As an advertiser, you can access your campaign performance metrics in two ways: (1) in your advertising console campaign dashboard, or (2) by downloading your reports.
To access your metrics in the campaign dashboard:
To download reports:
Using multiple ad types together can help you amplify your reach and visibility, wherever shoppers are in their shopping journey. Mixing ad formats also enables you to deliver your messages in different ways, which in turn helps customers recall your brand when making buying decisions.
Consider these complementary ad solutions to create a more cohesive strategy:
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