Your complete guide to Sponsored Brands
Everything you need to know to help your customers discover your brand and product selection.
Here are the themes we’ll cover in this guide
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Sponsored Brands—a customizable, cost-per-click ad solution—can help extend your advertising efforts.
You’re on Amazon to help more people discover your brand, shop your products, and engage with your business. From your logo to your backstory to your bestselling products, every facet of your brand is important.
Beyond helping you grow your audience, Sponsored Brands also let you tell a powerful, on-brand story. You have many options to adjust the look and message of your ads, so you can be confident that you’re accurately representing your brand and creating a consistent, engaging experience for customers.
In this guide, we’ll show you everything you need to know about Sponsored Brands to help connect your brand, product selection, and your brand story with shoppers who are looking for products like yours.
Sponsored Brands explained
Here’s how Sponsored Brands work and why they can help build your brand on Amazon.
Who can use Sponsored Brands?
Sponsored Brands are available for professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies.*
*Products and features may not be available in all marketplaces.
Sponsored Brands features
Sponsored Brands are customizable ads that feature your brand logo, a custom headline, and multiple products. These ads appear in prominent places within shopping results and on product detail pages, which helps drive discovery of your brand among customers shopping for products like yours.
Here are the main features of Sponsored Brands ads:
| Goal | brand awareness | consideration | acquisition | loyalty |
| Target | keywords | categories | products |
| Reach | on Amazon |
| Placement | within shopping results | product detail pages* |
| Ad format | product collection |Store spotlight* | video* |
| Destination | product detail page* | new landing page | your Store | custom URL |
| Creatives | customizable| product or lifestyle images | video* |
| Cost format | cost-per-click | daily budget |
| Eligiblity | sellers enrolled in Amazon Brand Registry | vendors |
— Ritu Java, Advertiser, PPC NinjaOne thing I really like about Sponsored Brands is that they're the first thing you see on the Amazon shopping results page. You can't miss it.
Sponsored Brands placements
Below top of shopping results
Within shopping results
Product detail pages*
Sponsored Brands video ad format*
*Products and features may not be available in all marketplaces.
How can Sponsored Brands help grow your business?
You can use Sponsored Brands to help shoppers discover your brand while they browse items on Amazon, and keep your brand at the top of their minds so they can come back and shop your brand in the future.
Increase visibility
Ads are keyword and product targeted, cost per click and are eligible to appear in highly visible placements on top of and within shopping results and on product detail pages.*
Differentiate your brand
Using customized and rich creatives can help you tell a story that’s unique to your brand.
Help drive traffic
Ads can direct shoppers to an individual product detail page, a custom landing page displaying a selection of your products, or your Store.
Build brand loyalty
You can help encourage repeat purchases by linking your Sponsored Brands ad to your Store, providing opportunities for shoppers to find additional products in your catalog that they may be interested in.
Did you know?
Of customers who highly trust a brand, 73% have tried a new product or service from that brand.1
Sponsored Brands creatives
Choose from the many, rich creative options to best promote your brand.
Sponsored Brands is a visually appealing advertising format and we believed it was important to incorporate it into the strategy from the beginning, especially because it can be the first thing that appears when someone searches for anything relevant on Amazon. We knew based on prior experience there was demand for that ad space and we wanted to appear in results before our competition.
— Pilar Martínez Sanz, Senior Consultant, Labelium
Creative elements of Sponsored Brands
Now that we looked at the main features of Sponsored Brands, it’s time to explore the many rich creatives you can leverage. Sponsored Brands offers several ad formats with customizable features. This means you can create ads that best showcases your brand and have control over how you want to tell your brand story on Amazon.
Product collection ad format
When choosing product collection you can promote multiple products from a landing page or lifestyle images of your choice. You can engage shoppers browsing on Amazon with ads that feature rich custom images to tell your brand story.
Custom images can include imagery representing your brand, or of your product in use or context, and can help drive engagement.
Note: If your Sponsored Brands product collection ad promotes one or fewer products, you’ll be required to add a custom image in your campaign creative.
Did you know?
From September 2020 – February 2021, we found that on average, campaigns that use a custom image in Sponsored Brands ads on mobile see a 2.2x higher click-through rate vs. campaigns that use only a brand logo and headline, with no products.*
Upon selecting your product collection, you’ll be asked to select a landing page and a minimum of one product to feature in your creative.
Your landing page options include your Store, a simple landing page, or a custom landing page. In these creatives, Amazon helps promote your deals by automatically displaying a new CTA with deals messaging.
When you select a product landing page, the page will also link your Store, where eligible. The page also incorporates lifestyle imagery from the ad to include an end-to-end branded experience.
We recommend linking to your Store to help shoppers explore your entire product selection and brand.
Note: If you select Stores as your landing page, you must have at least one product that displays the featured offer for your campaign to be active. The products you want to advertise must already be available in the Store.
If you’re a KDP Author or a Book Vendor, Sponsored Brands provides a landing page that offers rich brand experience for book discovery and shopping journey on Amazon. Your ads’ landing page enables a browsing and decision-making experience for book shoppers with features like highlighted books, reviews, summary, and other metadata about the product. The page will also link your Store, where eligible, and will also incorporate lifestyles imagery from the ad.
Store spotlight ad format*
You invested your time and efforts to curate and optimize your brand Store. Sponsored Brands allows you to take advantage of your Store and feature Store pages in your creative, helping shoppers more easily discover the different product categories available within your Store. You can showcase up to three Store sub-pages in your Sponsored Brands campaign and you can customize the headline along with the sub-page image and label.
The Store must have a minimum of three sub-pages to be eligible, with a unique product on each sub-page. The first three sub-pages of your Store page will be preselected for the Sponsored Brands creative, but you have the option to change which sub-page you want to feature. You’ll also have the ability to enter a custom headline, select a brand logo, and change the labels and images that represent the sub-pages within your campaign.
Note: Store on Amazon must have 4 or more pages, each with 1 or more unique products.
* Products and features may not be available in all marketplaces.
Sponsored Brands video ad format*
Sponsored Brands video format is an ad format that displays auto-playing video in shopping results. Your 6-45 seconds video ads are displayed in mobile and desktop, and are shown for select keywords that are relevant to your product. When shoppers click on the video, they’re taken to the product detail page where they can learn more and purchase the product. More on the Sponsored Brands video section of this page.
While you can create your video campaign in a familiar way as the rest of Sponsored Brands campaigns, Sponsored Brands video format has its own ad placement and auction. This means that running a Sponsored Brands video ad format campaign won’t compete against your Sponsored Brands ads, or any other self-service ad campaigns you may be running.
Did you know?
Advertisers who launched a Sponsored Brands video campaign after launching Sponsored Brands, observed a 28% growth in impressions, 33% growth in clicks, 2% increase in CTR, and 4% growth in the Return on Advertising Spend (ROAS) per month when averaged over the next 3 month period*.
Amazon internal data, US, UK, DE, Aug 19 - Jan 21
* Products and features may not be available in all marketplaces.
Creating Sponsored Brands campaigns
Step-by-step guide to get you started.
If you’re new to Amazon Ads, go to Register then choose one of the account options to sign in.
If you already have an advertising account, sign in and select the Sponsored Brands campaign type, choose your brand, and follow these steps for quick and efficient campaign setup.
For Amazon sellers, contact us for assistance if your Brand Registry registration status is “Approved” but you’re seeing an error when you try to create a Sponsored Brands campaign.
Define your campaign goal
Before you create your first campaign, it’s important to know what business goal you want to accomplish through advertising. Establishing your goal up front will help you better measure and analyze your campaign performance later.
Create a campaign
To get started with creating a Sponsored Brands campaign, the first step is to sign in to your advertising account. Once you’re in your console, click the ‘Create campaign’ button, and choose Sponsored Brands.
Choose your campaign settings
1. Campaign name:
The campaign name is only visible to you, so give your campaign a name that’s easy to identify and includes details on the advertised products (ASINs) and targeting tactic. For example, if you create a Q2 campaign using keyword targeting to advertise three of your coffee mugs, you could name your campaign ‘Q2_keyword_coffeemugs’.
2. Start and end dates:
We recommend running your campaign with no end date. This will give you the chance to start generating traffic immediately and help shoppers discover your brand all year round on Amazon unless you have a goal to promote seasonal products.
3. Budget:
You have the flexibility to choose your daily budget during campaign creation, and to change it at any time. Once a campaign is out of budget for the day, your ads won’t be eligible to run until midnight when the daily budget resets. We recommend setting a daily budget that’s high enough to keep your ads showing throughout the day.
A daily budget is the amount you’re willing to spend per day over a calendar month. This means that ad spend on any given day may exceed your daily budget but, at the end of the month, the average daily spend for that month won’t exceed your daily budget. We recommend setting a daily budget of at least $10 to help ensure that you won’t run out before the day ends and potentially miss out on impressions. More on the best practices section of this guide.
Select an ad format
1. Ad formats
Ad formats are templates that help you create an ad based on what you want to promote. There are three Sponsored Brands ad formats – product collection, Store spotlight and video ad format. The options you get vary depending on your country and not all options and features may be available.
Did you know?
Advertisers who used a combination of Sponsored Brands video, Store spotlight, and custom image ad formats saw a 5.5% increase in return on ad spend (ROAS) compared to advertisers only using one Sponsored Brands ad format*.
*Amazon internal data, worldwide advertisers, 01/01-05/22/2021
Product collection ad format:
Product collection enables promotion of products and offers the opportunity to create a more rich shopping experience through the use of branded imagery.
Upon selecting product collection, you’ll be asked to select a landing page and a minimum of one product to feature in your creative. Your landing page options include your Store, a simple landing page, or a custom landing page.
We recommend linking to your Store to help shoppers explore your entire product selection and brand.
More on the Best practices section of this guide.
Note: If you select Stores as your landing page, you must have at least one product that displays the featured offer for your campaign to be active. The products you want to advertise must already be available in the Store.
Store spotlight ad format*:
Store spotlight allows you to take advantage of your Store and feature Store pages in your creative, helping shoppers more easily discover the different product categories available within your Store.
Upon selecting Store spotlight, you’ll be asked to select a Store that you would like to showcase. The Store must have a minimum of three sub-pages to be eligible, with a unique product on each sub-page.
The first three sub-pages of your Store page will be preselected for the Sponsored Brands creative, but you have the option to change which sub-page you want to feature. You’ll also have the ability to enter a custom headline, select a brand logo, and change the labels and images that represent the sub-pages within your campaign.
Note: Store on Amazon must have 4 or more pages, each with 1 or more unique products.
Sponsored Brands video ad format*:
Sponsored Brands video format is an ad format that displays 6-45 seconds auto-playing video in mobile and desktop shopping results.
The ads are shown for select keywords that are relevant to your product. When shoppers click on the video, they’re taken to the product detail page where they can learn more and purchase the product.
Upon selecting Sponsored Brands video ad format, you’ll be asked to select a product for your video to link to.
More on video requirements here.
Note: While campaign creation and available reports are similar, Sponsored Brands video ad format has its own ad placement and auction. This means that running a Sponsored Brands video ad campaigns won’t compete against your Sponsored Brands ads, or any other sponsored ads you may be running.
*Products and features may not be available in all marketplaces.
2. Landing page:
Landing page is where shoppers are directed to after they click your ad.
| Product collection | Store spotlight | Video | |
|---|---|---|---|
| Landing page | Your Store | new landing page | Your store | Product detail page |
You have different options for where to link shoppers from your ad to depending on your chosen ad format.
Choose your products
If you have selected Product collection for your campaign, select the products you want to advertise from the list of eligible products displayed from your catalog.
You must feature at least three products (but no more than 100).
For best results, we recommend choosing products in the same category or products with similar keywords.
This is so you can set up your targeting tactic as specific as possible while ensuring the targeting is appropriate for all the products you selected for your campaign.
Note: For Sponsored Brands campaigns linking to a product list page with less than two in-stock products, the campaign will automatically pause. So the more products you have, the less likely that your campaign will pause due to your product being out of stock.
Set up your ad creative
Use our built-in ad preview window to make sure you’re happy with how you customized your ad.
1. Brand name and logo:
Choose a 400x400 pixel image under 1MB for your logo.
Your brand logo must be your brand’s registered logo and not of the brand you are promoting, unless you have the legal right to use the promoted brands logo.
Your logo must meet the Sponsored Brands creative guidelines—visit our Sponsored Brands logo guidelines page to learn more.
2. Headline:
Think of headlines as a chance to tell a short but important story about your business. Keep your copy concise and benefit-oriented, and make sure your brand message is reflected.
3. Custom image*:
With custom images in Sponsored Brands you can engage shoppers browsing on Amazon with ads that feature rich custom images to tell your brand story.
Custom images can include imagery representing your brand, or of your product in use or context, and can help drive engagement. Ads may display a custom image, brand logo and/or products.
4. Products:
Change orders of your chosen product(s) that appear on your ad.
*Products and features may not be available in all marketplaces.
Choose your targeting tactic
You have two targeting options for Sponsored Brands: keyword targeting and product targeting.*
Keyword targeting
With keyword targeting, you can choose keywords to help your products appear in shopper queries. Use this strategy when you know the shopping terms that customers use to search products similar to yours.
Product targeting
With product targeting you can choose categories or specific products to target your ads; categories can be further refined by brand, price range or review ratings. We recommend including both of them in your advertising strategy to help maximize reach and coverage.
*Advertisers can only use one targeting type per campaign, and only keyword targeting is available for Sponsored Brands video.
Define your bidding
You have the flexibility to choose your cost-per-click bid during campaign creation, and to change it at any time.
Your bids
Choose your bid based on the maximum amount you’re willing to pay when a shopper clicks your ad.
Start with the default bid and adjust based on performance. The more competitive your bid, the better chance you generally have for your ad to display. Exactly how much you should bid depends on the business goal of your campaign.
Campaigns may automatically raise your bid in real time when your ad may be more likely to result in a sale without exceeding your daily budget amount across a 30-day average. Your bid may be automatically lowered when less likely to result in a sale.
Add negative targeting
Negative targeting
Depending on which targeting tactic you choose (keyword or product), you’ll have an option to add negative targeting to your campaign.
You have negative keyword option for keyword targeting, and negative product and brand option for product targeting.
Adding negative targeting prevents 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 ad spend (ROAS).
Submit for moderation review
Your Sponsored Brands ads require approval by our moderation team before they can go live. See the moderation best practices section of this guide to see our tips to get your campaign approved at first go.
Sponsored Brands best practices
Find our Sponsored Brands campaign best practices by theme.
Targeting strategies
You have two targeting options for Sponsored Brands: keyword targeting and product targeting.
We recommend including both of them in your advertising strategy to help maximize reach and coverage.
Note: Advertisers can only use one targeting type per campaign.
— Samantha, US, AdvertiserThe way that I approach Sponsored Brands is I like to use those campaigns for my branded search terms.
Keyword targeting:
Keywords play an important role in your campaigns. You can enter ones you know you’d like to target, as well as include Amazon’s suggested keywords as you build your ad.
Some other keyword tips to keep in mind:
- Include at least 25 keywords in your campaigns, and make sure you have a mix of match types—broad, phrase, and exact—depending on your goals. Broad match gives you the widest traffic exposure, while phrase and exact match can help you refine traffic to your ads.
- If you want a certain word to always appear in any broad-matched keyword, add a broad match modifier by adding a ‘+’ symbol before the word. For example: If you use a keyword ‘+men shoes’ with broad match, then the ad will only match to queries that contain the word ‘men.’ The ad may match to ‘men sneakers,’ or ‘running shoes for men,’ but not to ‘running shoes.’
- More than a quarter of customers shop across multiple brands.1 This means it’s important to be competitive against both category-level shopping queries and branded shopping queries (containing your brand name and product names, or variations) so you can help educate and engage shoppers as they discover products on Amazon.
- Add negative keywords or products/brands to your campaigns to help prevent your ads from appearing on shopping results pages that don’t meet your performance goals.
- Use your Sponsored Brands search term report to understand how customers are discovering your products. Identify the queries generating the most clicks and sales, and bid more competitively on these keywords to help maximize your results.
Did you know?
On average, advertisers who use keywords suggested by Amazon in their campaigns see 171% more ad-attributed impressions, 168% more ad-attributed clicks, 173% higher ad-attributed sales, and 7% higher ROAS, compared with keywords that are added based on advertisers' own keyword research.6
6 Amazon internal data, WW, 04/10/2021 to 06/12/2021.
Product targeting:
With product targeting, you can broaden your reach by targeting entire categories or be very precise by targeting specific products. Category targeting can be further refined by brand, price range and review star ratings. Negative targeting by brand and products can be applied as well.
When to use category targeting:
- You are interested in increasing reach for awareness and consideration.
- You are interested in running broad acquisition campaigns.
- You want to easily target all products within a category.
When to use individual product targeting:
- You are interested in brand up-selling and cross-selling.
- You are interested in maintaining customer loyalty.
Creative
Sponsored Brands help you stand out to Amazon customers, and it’s easy to create an impactful ad.
Feature the right products.
How should you choose the products for your ad? You have two options:
- Engage shoppers with dynamically optimized Sponsored Brands ads. Available to Sponsored Brands’ product collection ad format, the product optimization feature automatically selects the most contextually relevant products from your landing page, so your ads change to match each shopping query. Set one campaign for an entire Store or landing page and let Amazon find the relevant products to show in your ad. This way, it also helps ensure that products always display in your ads, even if others go out of stock.
- Manually select products to feature in your ad. When doing this, let your keyword strategy dictate your selection. For example, if you’re targeting ‘headphones,’ you should show an assortment of headphones (over-the-ear, wireless, sport, etc.) in your ad. If your query is more specific—like ‘sports wireless headphones’—you should show different models or color variations of these headphones.
Tip: If you choose to let Amazon dynamically optimize your ad, avoid writing about specific products in your headline. Keep the message general (centered on your value prop or overall selection) so shoppers understand your ad no matter which products show.
Use the right logo
The Sponsored Brands desktop ad creative has increased in size and now features the logo and headline positioned above the 3 product images.
This replaces the earlier desktop experience that showed all creative elements in one row.
In order to create campaigns featuring the updated desktop creative, your brand logo must meet the Sponsored Brands creative guidelines—visit our Sponsored Brands logo guidelines page to learn more. If your logo doesn’t meet the creative guidelines, your Sponsored Brands ad will be paused.
Tip: The logo must be your brand’s registered logo and not of the brand you are promoting, unless you have the legal right to use the promoted brands logo.
Combine engaging headlines with clear calls to action
Think of headlines as a chance to tell a short but important story about your business.
What makes you unique? Why should shoppers consider your items?
Keep your copy concise and benefit-oriented, and pair your headline with a strong call to action like “Learn more.” Also, if you’re showcasing a new item or seasonal collection in your ad, it can help to point this out in the headline.
Test creative elements
Because Sponsored Brands ads are customizable, you have an opportunity to find out what about them resonates most with shoppers.
Uncover these insights by testing different campaign elements.
To do this, clone your campaign and change one variable at a time—your headline, for instance. Comparing two versions of a single variable allows you to run a simple, effective experiment.
You can even go further to test bigger variables such as custom imagery vs lifestyle imagery, or compare ad formats, like product collection vs Store spotlight. Running tests this way can offer opportunities to expand the ways you highlight your brand content.
Budgets and bids
How much does it cost to use Sponsored Brands? You decide that by choosing your own budget and bids.
Some tips to help you out:
You can set a daily budget or a campaign budget (the latter option is available for campaigns with set end dates). With both options, you can increase or decrease your budget when you need to.
We recommend setting a daily budget of at least $10, or the equivalent in your marketplace. Try starting with our recommendations to help ensure that you won’t run out before the day ends and potentially miss out on impressions.
For guidance on choosing a bid, refer to the suggested bid and range. These suggestions are based on the bids that have historically won auctions for the selected advertised products and targeted keywords. They’re refreshed on a daily basis.
As you build your campaign, you’ll see an option for automated bidding. This feature will optimize your bid for placements below top of search.
If you prefer, you can opt out of automated bidding and use custom bid adjustments. This allows you to increase or decrease your bid by a certain percentage for placements below top of search.
Moderation
Your Sponsored Brands and Sponsored Brands video ads require approval by our moderation team before they can go live, so it’s important your ads follow the Amazon Creative Acceptance Policy. Help save time (and revisions) with some of our pointers.
For your Sponsored Brands ads
- Use the right logo: Make sure your brand logo meet the Sponsored Brands creative guidelines. Visit our Sponsored Brands logo guidelines page to learn more.
- Check your grammar and style: Incorrect punctuation, spelling, capitalization, and Amazon-branded words will be flagged. Triple-check that your copy is accurate.
- Don’t embellish or compare: You want to put your brand and products in the best light, but avoid using unsupported claims such as “best” or “top-selling.” You also can’t compare your brand to another brand.
- Be mindful of language: The language of your ad should match the language of the main Amazon site on which it’s served (i.e., French ad copy for amazon.fr).
- Pay attention to promotions and holidays: You can promote your deals with Sponsored Brands to help get more eyes on them, but your deal must be created before you launch your campaign. Also, when either calling out a promotion or a time bound event (like Christmas), be sure your campaign end date corresponds with your message.
- Accurately reflect your brand: You can display only your registered brand name in the “Sponsored by” field, and the products you feature must be ones you own or are an authorized reseller of.
For your Sponsored Brands video ad format ads
Along with Amazon Creative Acceptance Policy, your Sponsored Brands video also needs to follow our video asset guideline. Here are the top rejection reasons for your Sponsored Brands video ads.
- Video has website links: Don’t include website or social media URLs in text or audio within your video.
- Video has black frames: Remove any full-screen black frames or fade-in transitions from your video.
- Video has letterboxing: Make sure there are no black bars framing your video content on either side.
- Video ends abruptly at the maximum duration: Abrupt edits (e.g., a video cuts off midsentence, or on-screen text isn’t fully on or off screen) can result in an incomplete video and a poor customer experience.
- Video includes Amazon branding elements: Amazon trademarks, products, or references to Amazon products or services are prohibited.
- Video includes customer reviews: Customer reviews (including star ratings), even if these reviews are on Amazon, aren’t permitted.
- Video’s audio and caption is not translated: Your video should be translated into the language local to the country you’re advertising. If you’re using a video in another language, it needs to have subtitles ready.
In an event that your campaign isn’t approved, you can create a new campaign to reflect necessary edits requested by our moderation team and resubmit your ad.
Measure your impact
Here is some guidance on how you can measure the performance of your Sponsored Brands ads.
3 ways to gauge your performance
1. Impressions
One key benefit of Sponsored Brands is that it helps you scale awareness of your brand. With this in mind, consider your reach and visibility over conversions. Your goal should be to get shoppers to see and click on your ad, and so you’ll want to track your impressions and click-through rate (CTR) in your advertising reports.
You put energy into building your ads, and you want to know that they’re driving the right results for you.
2. New-to-brand metrics
Another benefit of these ads is that they help new shoppers discover your brand. With that comes the opportunity to turn them into customers. Sponsored Brands offer a suite of new-to-brand metrics that let you measure orders and sales over the last 12 months from first-time customers of your brand on Amazon. This helps you understand how many new customers you’ve acquired in the last 12 months, estimate the cost of acquisition, and develop the right strategies for growing your customer base.
3. Return of ad spend (ROAS)
Return on ad spend (ROAS) is a helpful measurement to evaluate the overall effectiveness of your campaign, ad group, product, or targeting strategy. The higher your ROAS, the better your advertising return on investment.
However, when it comes to Sponsored Brands, high ROAS shouldn’t be your primary success metric. Sponsored Brands help you promote discovery with shoppers who are browsing what to buy, and driving first-time purchases often costs more than driving repeat purchases.
We recommend referring to your new-to-brand metrics to measure the impact of your campaigns at driving new customers. If you’re still concerned with ROAS, you can try optimizing your bids and keywords. These also affect ROAS, and making adjustments in these areas may help you improve your results.
How to access these metrics?
As an advertiser, you have two ways to check your performance metrics: One way is to see metrics in the advertising console campaign dashboard, and another is to download your reports.
To access your performance metrics in the campaign dashboard:
- Sign in to your ad console.
- Go to [Campaigns] > [Management].
- There, once you select any of your campaigns, the performance metrics automatically populates in the dashboard.
- If you want to add metrics in the dashboard, navigate to [Columns] > [Customize columns] to add select which metrics you want to display in your campaign dashboard.
To download reports:
- Sign in to your ad console.
- Go to [Reports], then press [Create report].
- In the configuration section, select [Sponsored Brands] as the campaign type, then select the report type you want to download.
- As an option, you can designate a recipient of the report by entering an email address in the delivery section.
- Once you fill in the other necessary fields, click [Run report] on the top-right corner of the page.
- When the reports are ready, they’re available to download in the Reports tab within the console. Or if you specified a recipient of the report in the delivery section, the report will also be delivered to the email address entered.
Commonly asked questions
Here are some of the most commonly asked questions about Sponsored Brands.
How can I try to get more impressions?
If you identify campaigns with low impressions, you should try adding more keywords, testing the 3 match types to reach a broader audience and increasing the bid on keywords that have low impressions whose CPC is similar or equal to your bid, especially high-performing keywords.
What should I do if my clicks are low?
If you have impressions but low clicks, try the following: add specific keywords from your category that define the product well to reach an audience more relevant for your ad; in case you only use broad match type, add phrase and exact match types, and identify terms with a high CTR from your search term report to include them as keywords. Finally, it is key to run A/B tests in the creative, changing only one element at a time.
What should I do if my advertising cost of sale (ACOS) is high?
While lower ACOS is generally better, when it comes to Sponsored Brands, low ACOS shouldn’t be your primary success metric.
Sponsored Brands help you promote discovery with shoppers who are considering what to buy, and driving first-time purchases often costs more than driving repeat purchases.
We recommend referring to your new-to-brand metrics to measure the impact of your campaigns at engaging new customers. If you’re still concerned with ACOS, you can try optimizing your keywords- for example, you can add search terms with a low ACOS as an exact match type to help maximize their success, and you can add low-performing keywords as negative keywords.
Sponsored Brands help you promote discovery with shoppers who are considering what to buy, and driving first-time purchases often costs more than driving repeat purchases.
We recommend referring to your new-to-brand metrics to measure the impact of your campaigns at engaging new customers. If you’re still concerned with ACOS, you can try optimizing your keywords- for example, you can add search terms with a low ACOS as an exact match type to help maximize their success, and you can add low-performing keywords as negative keywords.
How can I help drive more sales?
Finally, if you still have no sales or low sales, you should review your product detail page (images, descriptions, customer reviews and star ratings) to double check why the campaign is getting impressions and clicks but not converting. Remember, a strong product detail page, with helpful information, multiple high-res product images, and positive customer reviews, can help turn an ad click into a conversion.
You’re eligible to create A+ pages that can help enhance your detail page experience. A+ content is a tool that allows you to add rich images, text, and comparison modules on your detail pages, and we recommend using it to help make your pages even more effective.
Also, you should test driving the traffic to a Store to try increasing ROAS. Finally, don’t forget to adjust your keyword strategy to help your ad display to relevant shoppers.
Extend your opportunities
How can you drive the most impact and see the most returns?
Sponsored Brands
This guide may focus on Sponsored Brands, but that’s just one solution available to you.
Think holistically about your advertising. How can you drive the most impact and see the most returns?
By using all ad types, you have the chance to reach more shoppers, amplify your message, and generate more sales.
Sponsored Products
Sponsored Products let you promote individual listings in prominent places like shopping results. Ads drive straight to product detail pages, helping you drive conversions.
Sponsored Display
With Sponsored Display, you can create display campaigns in minutes that will run wherever they spend time. These ads can help you increase product awareness and consideration, as well as reengage past shoppers of your brand.
We’re using advertising for all of our products. On Amazon, we use Sponsored Products, Sponsored Brands, Sponsored Display, and now Sponsored Brands video. It helps boost our sales and increases the overall visibility of the product. This helps us reach relevant audiences; and it costs only when customers click our ads.
— Konstantin Deis, Team Lead Supply Chain Management and Development Manager at InnovaMaxx
Other resources
Have a look at additional resources to learn more about Sponsored Brands.
Ready to get started? Here’s how:
Register or sign into Vendor Central or Seller Central and hover over ‘Advertising’ in the menu.
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Your complete guide to Sponsored Brands