Advertising basics

Advertising can help you increase visibility and drive product sales on Amazon.

Our easy-to-use solutions offer high-visibility ad placements across desktop and mobile, along with targeting capabilities to help keep your products top of mind when Amazon shoppers are in the buying process.

With cost-per-click pricing, you only pay when a shopper clicks on your ad. We provide comprehensive sales reporting to help you measure your return on investment.

We offer three self-service advertising products: Sponsored Products, Headline Search Ads, and Product Display Ads.

To learn more about each advertising product, continue reading the FAQs below.

All advertising solutions are cost-per-click, so you are only charged when someone clicks your ad. You make your bid, which is the maximum cost you are willing to pay when someone clicks your ad. The more competitive your bid, the more likely it is that your ad may be displayed.

For the US, adult products, used products, or refurbished products are not eligible for advertising.

A keyword is a single word or combination of words that you add to your Sponsored Products and Headline Search Ads campaigns. Keywords are matched to search terms that shoppers use to search for products on Amazon.com and determine when your ads may appear. Note that keywords are only used for Sponsored Products or Headline Search Ads, and Product Display Ads are targeted by products, product categories, or shopper interests.

To start, we recommend using the suggested keywords when creating your campaigns. Sponsored Products campaigns may use automatic targeting, which gives insight into search terms your shoppers use.

We recommend Sponsored Products as the simplest way to get started. No images or custom copy are needed, and ads go live immediately. Also, use automatic targeting to leverage Amazon’s shopping intelligence to help you learn what your shoppers are looking for. It also dynamically adapts to trends in the marketplace and seasonality.

If this is your initial campaign, take an always-on approach with your campaign and make sure allow it to run for 2-3 weeks to gather enough data and insights before deciding what is working and what isn’t.

Sponsored Products

Sponsored Products is a pay-per-click advertising solution that enables you to promote the products you sell with keyword-targeted ads that may appear in highly visible placements on Amazon.com. You select your products to advertise and choose your keywords or let Amazon target your ads with automatic targeting. You control how much you want to spend on your bids and budgets and can measure your ads’ performance.

Your ads may be displayed on top of, alongside, or within search results and on product detail pages. Ads may also appear on both mobile and tablet browsers.

When shoppers click your ad, they will go to the product detail page where your offer is listed.

Sponsored Products are available for Amazon professional sellers in Seller Central and retail vendors in Amazon Marketing Services (AMS).

Sellers (must meet ALL criteria):
• An active Amazon professional seller account
• Ability to ship to all US addresses
• Product listings in one or more of the available categories (must be new)
• Listings that are eligible for the Buy Box1

1If you create an ad for a product listing that is not eligible for the Buy Box, your ad will not display to Amazon shoppers. Ads that are not eligible are flagged in Campaign Manager under the Advertising tab in Seller Central.

Vendors (must meet at least ONE criterion):
• Hardlines vendor
• Softlines vendor
• Supplier Express vendor (aka Vendor Express vendors) with a Confirmed Purchase Order or Direct Fulfillment order
• Media vendor
• Books vendor
• Consumables (non-Pantry/Fresh) vendor
In addition, listings advertised on Sponsored Products must be eligible for the Buy Box.

Sponsored Products may help you increase sales by displaying ads when shoppers look for relevant products. There are no monthly fees; you pay only when an Amazon shopper clicks your ad. Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low glance views, clearance items, and seasonal promotions.

Sponsored Products uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

Headline Search Ads

Headline Search Ads are keyword-targeted ads that appear above search results on Amazon.com. Headline Search allows brands to have a custom headline and logo within the ad creative and drives shoppers to a page featuring a collection of products.

Your ads may appear above search results on desktop and mobile browsers or in the mobile app.

If a shopper clicks on one of the specific product images, they will be brought directly to the product detail page for that respective product. If a shopper clicks on the hero image or the ad copy, they will be taken to a customized landing page, such as an Amazon Store.

Headline Search Ads are available for Amazon professional sellers who are brand owners in Seller Central and retail vendors in Amazon Marketing Services (AMS).

Sellers (must meet ALL criteria):
• An active Amazon professional seller account
• Ability to ship to all US addresses
• Product listings in one or more of the available categories (must be new)
• Registered brand owner

Vendors (must meet at least ONE criterion):
• Hardlines vendor
• Softlines vendor
• Supplier Express vendor (aka Vendor Express vendors) with a Confirmed Purchase Order or Direct Fulfillment order
• Media vendor
• Books vendor
• Consumables (non-Pantry/Fresh) vendor

With Headline Search Ads, you can drive sales and brand awareness with ads located in a high visibility placement.

Headline Search uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks an ad for your products. The more competitive your bid is, the more likely it is that your ad will be displayed.

Product Display Ads

Product Display Ads are self-service display ads for individual ASINs that allow brands to target behavioral segments or relevant products. What makes these ads unique is that they target products, product categories, or shopper interests. Product Display Ads show within product detail pages to display either complementary or competing products.

Your ads may appear on related product detail pages, customer review pages, or in merchandising emails on both desktop and mobile.

When shoppers click your ad, they are taken to your product detail page.

Product Display is currently available to Amazon retail vendors in the following categories:
• Hardlines vendors
• Softlines vendors
• Supplier Express Vendors (aka Vendor Express Vendors) with a Confirmed Purchase Order or Direct Fulfillment order
• Media vendors
• Books vendors
• Consumables (non-Pantry/Fresh) vendors

Product Display Ads help maximize visibility of your product in the final stages of the shopper decision-making process, which means a last-minute opportunity for you to influence what the shopper buys or an opportunity to get them to buy more from you while they’re still in the buying mindset. You can target your own products to cross-sell or encourage up-sell, or target products of your competitors to help shoppers know you offer an alternative.

Product Display uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

Performance Metrics

Impressions are the total number times your ad was displayed to Amazon shoppers.

Clicks are the number of times your ad was clicked by Amazon shoppers.

Click-through rate (CTR) is the total clicks divided by the total impressions.

Detail Page Views are the number of times shoppers viewed one of your product detail pages after clicking your ad.

Spend is the total dollar value of accrued clicks.

Advertising Cost of Sales is your total spend divided by your total sales as a percentage.

  • Sponsored Products: campaign, product and keyword-level sales reporting
  • Headline Search: campaign and keyword-level sales reporting
  • Product Display: campaign-level sales reporting