Frequently asked questions

Advertising basics

Amazon offers a range of options to achieve your advertising goals, including sponsored ads, Stores, display ads, videos ads, and ads run through the Amazon DSP.

Sponsored ads are self-serve, cost-per-click (CPC) solutions available to registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies. Visit the Register page and choose one of the options to enroll. To start creating sponsored ad campaigns after registering:
• Sellers should select the Advertising tab in Seller Central
• Vendors, book vendors, and agencies representing vendors should select Create a campaign in the advertising console
• KDP authors should select Promote and Advertise next a KDP title in the KDP dashboard

Stores let sellers, vendors, and agencies build a multi-page website on Amazon for their brand. To create a Store, you must be an Amazon seller with a brand registered in the Amazon Brand Registry, a vendor, or a vendor agent.
• If you’re an eligible seller, you should see Manage Stores under Storefronts in Seller Central.
• If you’re a vendor or vendor agent with an advertising console account (formerly Amazon Marketing Services), you should see Stores in the main navigation once you sign in.
Visit the Stores page to learn more.

Campaigns using display ads, video ads, and ads run through the Amazon DSP are managed with an Amazon Advertising consultant. Complete this contact form to get started.

Sellers sell products directly to Amazon customers. If you manage your products in Seller Central, you’re a seller.
Vendors sell their items directly to Amazon, who then sells them to customers. If you manage your products in Vendor Central, you’re a vendor.

Cost-per-click (CPC) advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and the advertiser is charged only when a customer clicks the ad. Sponsored ads—such as Sponsored Products and Sponsored Brands (formerly Headline Search Ads)—run on the CPC model.

Sponsored ads are cost-per-click ads, meaning you pay only when customers click your ad, and you control your campaign budget.
Display ad and video ad campaigns require a budget of $35K or more in the US.
• You can create a Store for free.

Sponsored ad 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 to help keep your products top of mind when Amazon customers are in the buying process.
With cost-per-click pricing, you pay only when a customer clicks your ad. We provide comprehensive sales reporting to help you measure your return on investment.

We offer 3 sponsored ad solutions: Sponsored Products, Sponsored Brands, and Product Display Ads. To learn more about each advertising product, continue reading the FAQs below.

A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to search terms that customers 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 Sponsored Brands. Product Display Ads are targeted to products, product categories, or customer interests.
To start, we recommend using the suggested keywords when creating your campaigns. Sponsored Products campaigns may use automatic targeting, which selects relevant keywords automatically.

Make sure that your keywords reference metadata contained on your advertised product’s detail pages. For example, an ad will not receive impressions for the keyword “beach towels” if the campaign contains only bath towel products.

We recommend Sponsored Products as the simplest way to start using sponsored ads. No images or custom copy are needed, and ads go live immediately. You may use automatic keyword targeting, which uses Amazon’s shopping intelligence to help you learn what shoppers are searching for. It also dynamically adapts to trends in the marketplace and seasonality.
If this is your initial campaign, we recommend you take an always-on approach and allow it to run for 2-3 weeks. This will help you gather enough data and insights to understand what is working and what isn’t.

When creating a campaign, an advertiser enters a bid for the keywords, genres, or products that they want to target. A bid is the maximum amount you are willing to pay when a customer clicks an ad.

Depending on which ad type you choose, your budget will be used in one of two ways:
• Average daily spend (total cost = daily budget x number of days in campaign)
• Campaign budget (total cost = campaign budget)

Regardless of how your budget is spent, sponsored ads give you control over the total amount you want to spend—the final cost will never be more than the amount you’ve set for your campaign’s duration.

Yes, you can increase or decrease your budget once your ads are live.

Ad display is dynamic based on your campaign parameters. You can see your ad impressions, clicks, and conversions on the reporting page.

Performance metrics

Impressions are the total number of times your ad was displayed.

Clicks are the number of times your ad was clicked.

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

Detail page views are the number of times customers 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: account, campaign, product, and keyword-level sales reporting
• Sponsored Brands: account, campaign, and keyword-level sales reporting
• Product Display Ads: account and campaign-level sales reporting

• Impression: An impression is generated every time your ad is displayed.
• Click: A click is generated when a user clicks or taps your ad.
• Click-through rate: Click-through rate is the number of clicks your ad generates divided by the number of times your ad is displayed (impressions).
• Detail page view: A detail page view, or DPV, occurs when a customer visits one of your brand’s product detail pages after clicking your ad.
• Total sales: Sum of sales attributed to your campaign. A sale is attributed to your campaign each time a customer clicks your ad and purchases your products within 14 days. It takes 3 days after your first click for this data to begin showing in your report.
• ACoS: The average advertising cost of sales (ACOS) is the amount you’ve spent on a campaign divided by the total sales attributed to your ad.

Sponsored Products

Sponsored Products is a cost-per-click, keyword-targeted advertising solution that enables you to promote the products you sell with ads that may appear in highly visible placements on Amazon.com. You select your products to advertise and choose your keywords or let Amazon’s systems target relevant keywords automatically. You control how much you want to spend on your bids and budgets and can measure your ads’ performance.
The ads serve both on desktop and mobile browsers as well as on the Amazon mobile app. When customers click your ad, they are taken to the advertised product’s detail page.

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 customers click your ad, they will go to the product’s detail page where your offer is listed.

Sponsored Products is available for Amazon professional sellers in Seller Central, retail vendors in the advertising console (formerly Amazon Marketing Services), and KDP authors in the KDP dashboard.

Sellers will need (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 customers. Ads that are not eligible are flagged in Campaign Manager under the Advertising tab in Seller Central.

Vendors can be a (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 search look for relevant products on Amazon.com. There are no monthly fees—you pay only when your ad is clicked. 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 customer clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

Sponsored Products allow broad, phrase, and exact matches (positive and negative).

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase).

Negative keywords help to make sure that ads are shown only to people looking for the advertised product. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be overinvesting. This can help to improve ad performance metrics, such as click-through rate (CTR), return on investment (ROI), and cost per click (CPC).

Sponsored Brands (formerly Headline Search Ads)

Sponsored Brands (formerly Headline Search Ads) are keyword-targeted ads that appear in search results on Amazon. They allow brands to promote multiple products or titles with a custom headline and logo within the ad creative. Ads drive customers to a product detail page or Store.

Ads may appear in prominent placements in search results on desktop and mobile browsers or in the mobile app.

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

Sponsored Brands are available for Amazon professional sellers who are brand owners in Seller Central and retail vendors in the advertising console (formerly Amazon Marketing Services).

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
• KDP author
• Consumables (non-Pantry/Fresh) vendor

With Sponsored Brands, you can drive sales on Amazon, as well as brand awareness with ads located in high-visibility placements.

Sponsored Brands uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when your ad is clicked. 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. What makes these ads unique is that they displayed based on relevant products, product categories, or audience interests. Product Display Ads show within product detail pages to surface either complementary or competing products.

Kindle Direct Publisher (KDP) authors and book vendors may also target ads by related products (books or otherwise) or by customer interest (genre) and include a custom text headline. The ads serve on desktop detail pages and campaigns targeted by audience interest may qualify for additional ad placement on Kindle E-readers.

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

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

Product Display Ads are currently available to Amazon 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
• KDP authors
• Consumables (non-Pantry/Fresh) vendors

Product Display Ads help maximize visibility of your product in the final stages of the customer decision-making process, which means a last-minute opportunity for you to engage customers while they’re still in the buying mindset. You can target your own products to cross-sell or encourage upsell, or target products of your competitors to help customers 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 customer clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

KDP authors and book vendors

Your books must meet the following criteria to advertise:
1. Be written in English
2. Be in eBook format
3. Be available on Amazon.com
4. Be published with KDP
5. Meet the Book Ads Policy—Book Ads Creative Acceptance Policies

Your books must meet the following criteria to advertise:
1. Be written in English
2. Be available on Amazon.com
3. Meet the Book Ads Policy—Book Ads Creative Acceptance Policies

Advertisements must be appropriate for a general audience, be available in the English language, and meet the Book Ads Acceptance Policy for advertising. When you generate creative for your advertisements using the advertising console or KDP dashboard, your book’s cover, title, and content are part of the advertisement. These and any custom ad images you upload will be reviewed for compliance with the policies.

Campaigns may be rejected due to poor-quality images or covers, unreadable text, typos in text, content not appropriate for a general audience, and content that is not localized for use in the United States.