Advertising your brand on Amazon

Create your advertising plan

Use sponsored ads and Stores to advertise your brand

There are three self-service solutions available for brands, and using them together can help amplify your reach and message.

Sponsored Brands

Sponsored Brands* help create and sustain awareness of your brand, growing familiarity with your product line, story, and unique features.

Sponsored Products

Sponsored Products are designed to help generate interaction with your ASIN by driving traffic to its product page.


Stores* offer an immersive experience where shoppers can connect with your brand and explore your offerings in a dedicated setting.

* Sponsored Brands and Stores are only available to sellers enrolled in Amazon Brand Registry

Here are three tips for using sponsored ads to reach your brand’s goals:

1. Use Sponsored Brands to help expose your brand to more Amazon shoppers

Sponsored Brands help customers discover your brand through prominent ad placements on Amazon. Generate awareness and consideration among shoppers by featuring your logo, a collection of your products, and an engaging headline about your brand or products.

To help maximize your impact, link your Sponsored Brands campaign to your Store; customers can engage even more deeply with your brand and products

”When someone is searching for our name and we want to make sure we show up big and bold in search results.”
– Jason Baer, VP of Sales & Marketing at Vermont Teddy Bear

2. Use Sponsored Products to bring more traffic to your products

Sponsored Products let you promote your products to customers shopping for ones like yours, setting the stage for more sales. How? These ads drive shoppers straight to your product pages, where they can learn more about your item and easily purchase. The more shoppers discover your product, the more chances you have to make sales.

"Sponsored Products has changed the way we launch new products and helps build the momentum we need to drive more sales on Amazon."
– Matt Sternberg, Owner of Green Gobbler

3. Use Sponsored Products and Sponsored Brands together to help maximize your advertising reach, spend, and impact

It’s important to start with both ad products to create a comprehensive branding strategy from the start. For Sponsored Products, use automatic targeting for your first campaign to automatically target your ad to relevant customer searches. At the same time, start your Sponsored Brands campaign to begin gaining exposure for your brand. Here, you should target keywords related to your featured selection, brand, and category.

This approach can help you:
• Maximize your visibility in high-impact placements, like the top of search results
• Find, engage, and convert new customers continuously
• Provide you with valuable insights about how shoppers discover and buy your products
• Reach shoppers in the awareness, consideration, and purchase stages

Bonus tip: Build a Store to enhance interaction with your brand

Stores can take your advertising experience to the next level, driving engagement and sales. On average, linking a Sponsored Brands campaign to your Store has up to a 17%1 better return, compared to linking to a product page.

When a shopper lands on your Store from a Sponsored Brands campaign, they’re immediately exposed to a curated experience. Build out your Store early in your advertising plan to establish your brand in shoppers’ minds, and include elements that help you tell your brand’s story: videos, lifestyle and product imagery, and more.

“Sponsored Brands work great in combination with our Store. If customers don’t know what they’re looking for, they like the experience of the Store rather than just searching.”
– Aaron Contreras, Volcanica Gourmet Coffee

How do I measure success?

Because each solution has a different goal, its success should be measured in a different way.

• For Sponsored Brands, new-to-brand metrics help you understand how many new customers you’ve acquired in the last 12 months on Amazon through advertising.

• With Sponsored Products, evaluate your Advertising Cost of Sales (ACOS) to understand how your spend relates to sales generated by ads. Tip: ACOS is your total spend divided by your total sales as a percentage. The lower your ACOS, the better your advertising return on investment.

• For Stores, it’s important to review traffic and conversions driven within your Store—and to understand how customers engage with each of your Store pages. You can find this information in your Insights dashboard.

Learn about campaign creation and start advertising on Amazon now.

1 Source: Amazon Internal 2018.