Frequently asked questions

How do I start advertising?

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

Sponsored Products and Sponsored Brands are self-serve, cost-per-click (CPC) solutions available to registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, app developers, and agencies. Visit the Register page and choose one of the options to enroll. To start creating campaigns after registering:

  • Sellers should sign in Seller Central and select the Advertising tab
  • Vendors, book vendors, and agencies representing vendors should sign in to the advertising console and select Create a campaign
  • KDP authors should sign in to the KDP dashboard and select Promote and Advertise next to a KDP title

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.

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.

What is the difference between a seller and a vendor?

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.

What is CPC advertising, and how do I use it?

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.

How much does it cost to advertise?
  • 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.
What are keywords and how do they work?

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.

How do I make my keywords relevant to my product?

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.

What are Stores?

Stores are a multi-page, immersive shopping experience on Amazon that allow you to showcase your brand and products. Creating a Store is free and doesn't require any web development skills. Easily create custom layouts with rich multimedia content by using drag-and-drop tiles or predesigned templates.

Where do Stores appear?

Stores appear on the Amazon website on mobile, app, and desktop.

Who can create a Store?

Stores are available for brand owners who are selling products on Amazon. This includes sellers who are registered in the Amazon Brand Registry, vendors, and agencies representing vendors. You do not need to advertise on Amazon to create a Store, but you must be a brand owner who is selling products on Amazon. Amazon DSP customers can also create a Store but must have an advertising console account in addition to their Amazon DSP account.

How do I enroll my brand?

You must have a registered and active trademark submitted and approved by Amazon. Learn more about enrolling your brand in the Amazon Brand Registry. Only sellers must enroll in the Amazon Brand Registry—vendors do not need to enroll.

Why should I create a Store?

Building a Store helps drive shopper engagement, with a curated destination for customers to not only shop your products but also learn more about your brand.

Key features include:

  • Unique design: Choose from a selection of design templates with varying store layouts and customizable features to best showcase your brand.
  • Custom curation: Feature a dynamic or handpicked assortment of products along with optional multimedia content to enhance the customer shopping experience.
  • Integrated promotion: Use built-in social features like social sharing buttons, coupled with promotional extensions such as Sponsored Brands, to drive store awareness and traffic.
How much do Stores cost?

Creating a Store is free.

How can I measure the performance of my Store?

The Stores insights dashboard provides you with daily and aggregate views of your Store's performance. Metrics by traffic source and by page are available, including:

  • Daily visitors: Total unique users or devices that viewed one or more pages on your Store in a single day.
  • Views: Number of page views during this time period. Includes repeat views.
  • Sales: Estimated total sales generated by Store visitors within 14 days of their last visit. Units and sales data are only available as of December 25, 2017.
  • Units sold: Estimated total units purchased by store visitors within 14 days of their last visit.
  • Views/Visitor: Average number of unique pages viewed by a daily visitor to your Store.

You can access analytics from the store builder, or from the Stores main page.

How long does it take to create a Store?

The time it takes to create a Store depends on what you would like to create. We’ve provided you with templates and tiles to make it easy to created pages quickly without design expertise. Before your Store can be published, we review it using a moderation process to make sure that it is up to the high standards we set for the customer shopping experience across Amazon. Keep in mind that moderation will take up to 72 hours, and your Store may be rejected if it does not meet our content acceptance policy. So plan ahead and publish your Store with plenty of time before major sales, deals, or holiday events.

Will Stores display on all devices?

Yes. Stores templates and widgets are all designed as responsive. They work on any screen size or device type. To see how your Store will look on mobile or desktop before publishing it, a Preview link is available to you from the Store Builder.

What are Product Display Ads?

Product Display Ads are self-service display ads for individual ASINs. What makes these ads unique is that they are 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.

Where will Product Display Ads appear?

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

Where are customers taken when they click my ads?

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

Who can use Product Display Ads?

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
Why should I use Product Display Ads?

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.

How much do Product Display Ads cost?

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.

What are display ads?

Display ads are visual ads that feature your brand images or Amazon's e-commerce creative, which includes familiar Amazon elements such as product images, star ratings, and reviews. Display ads do not include video content. See more on video ads here.

Where do display ads appear?

Display ads appear on Amazon websites, apps, and devices, as well as sites and apps not owned by Amazon

Where are customers taken when they click my ads?

Customers may be taken to a product detail page, a Store, a custom landing page, or an external website.

Who can use display ads?

Businesses can buy display ads whether or not they sell products on Amazon.

Why should I use display ads?

Display ads help you reach, inspire, and reengage customers, with the right message, at the right time, on and off Amazon.

How much do display ads cost?

Self-service Amazon DSP users can buy and manage their own display campaigns, while those seeking a managed-service option can work with our ad consultants. The managed-service option typically requires a minimum spend of $35,000.

Display ads are sold on a CPM (cost-per-thousand impressions) basis, and prices can vary depending on format and placement. Anyone with a product or brand to promote can buy display ads. Display ads are typically sold on either a cost-per-click or cost-per-thousand-impressions basis, at either a guaranteed rate or through an auction. When bidding on display ads, you set the maximum amount that you are willing to pay for either a click or a thousand impressions (depending on the ad type). The more competitive your bid is, the more likely it is that your ad will be displayed.

What are video ads?

Video ads combine sight, sound, and motion to share your brand story and engage your audience on and off Amazon.

Where do video ads appear?

Video ads can appear both within video content or as a creative element of a display ad. Video ads that appear within video content, either before, during, or after are known as in-stream video. Out-stream video ads do not appear within video content and typically leverage the existence of a display ad unit to deliver a video ad.

Where are customers taken when they click my ads?

For video ads that can be clicked, then the customer can be taken to a product page on Amazon, your own website, or another destination across the internet.

Who can use video ads?

Businesses can buy video ads whether or not they sell products on Amazon.

Why should I use video ads?

Video ads empower you to tell stories and make emotional connections with customers throughout their decision journeys. They can inspire customers to consider your products by telling your brand’s story in trusted environments on Amazon sites, apps, devices, and third-party sites.

How much do video ads cost?

Pricing for video ads varies depending on format and placement. Self-service Amazon DSP users can buy and manage their own video campaigns, while those seeking a managed-service option can work with our ad consultants. The managed-service option typically requires a minimum spend of $35,000.

What is Amazon DSP?

Amazon DSP is a demand-side platform that allows advertisers and agencies to programmatically reach audiences across the web. A demand-side platform is software that provides automated, centralized media buying from multiple sources.

What ads can I buy through Amazon DSP?

You can purchase display ads and video ads using Amazon DSP.

Where will ads that I buy through Amazon DSP appear?

Amazon DSP programmatically delivers ads across our owned-and-operated sites and apps such as Amazon.com and IMDb. Additionally, advertisers have access to direct inventory from leading publisher sites through Amazon Publisher Services as well as large third-party exchanges. This inventory includes high-quality sites on desktop and mobile web display, mobile app, and video pre-roll.

Where are customers taken when they click my ads?

Display ads take customers to a product detail page, a Store, a custom landing page, or an external website. For video ads that can be clicked, then the customer can be taken to a product detail page on Amazon, your own website, or another destination across the internet.

Who can use Amazon DSP?

Amazon DSP is available to both advertisers who sell products on Amazon and those who do not. Amazon DSP is best suited to advertisers who want to programmatically buy display and video ads at scale.

Why should I use the Amazon DSP?

Advertisers can enhance their reach by leveraging existing audiences using pixels, data management platforms (DMP), or advertiser-hashed audiences. In doing so, advertisers can deliver and optimize relevant ads to the same audiences across devices and ad formats to help drive greater relevance and improve campaign performance.

How much does it cost to use Amazon DSP?

You can begin using Amazon DSP with a minimum spend of $35K.

How do I use Amazon DSP?

Self-service and managed-service options are available with Amazon DSP. Self-service customers are in full control of their campaigns, and there are no management fees. The managed-service option is a great solution for companies that want access to Amazon DSP inventory with white glove service or those with limited programmatic experience. To register for Amazon DSP, contact an Amazon ad consultant.

What are impressions?

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

What are clicks?

Clicks are the number of times your ad was clicked.

What is click-through rate (CTR)?

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

What is attribution?

Attribution is the assigning of credit to an ad that a customer was exposed to before taking a desired action, such as a purchase. We use a last-touch attribution model that accounts for various factors, including how the customer interacted with the ad.

What are detail page views?

Detail page views are the number of times customers viewed one of your product detail pages after viewing or clicking your ad.

What is spend?

Spend is the total dollar value of accrued clicks (CPM) or impressions (CPM).

What is advertising cost of sales (ACOS)?

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

What is return on ad spend (ROAS)?

Return on ad spend is your total sales divided by your total spend as a percentage.

What kind of reports are available to help measure my return on investment?

Account and campaign reports are available for all ad products. For some ad types, product- and keyword-level reports are available as well.

I don’t have an account

You can create an account by visiting the Register page.

I’m a vendor and my application to advertise was rejected. What happened? What’s next?

Thank you for submitting your application to register for Amazon Advertising. If your application was rejected, you will receive an email outlining the reason for rejection and next steps.

I’m a vendor and you have requested additional information about my application to advertise. How do I provide you with the information requested?

Thank you for submitting your application to register for Amazon Advertising. If we require additional information to process your application, you will receive an email from Amazon Advertising. Please respond to the email with the requested information.

My business has an Amazon Advertising account but I don't have the account details to log in.

To acccess your account, please reach out to an Amazon ad consultant using our Contact Us form.

I’m interested in display ads, video ads or custom ads? How do I start?
I forgot the password for my advertising console account.

To retrieve your password, visit the Sign in page, select 'advertising console' and click 'Next'. When you are prompted to sign in, click 'forgot your password'.

I forgot the password for my Amazon DSP console account.

To retrieve your password, click 'Forgot your password?' when you are prompted to sign in to the DSP console.

I forgot the password for my KDP account.

To reset your password for KDP:

  1. Go to https://kdp.amazon.com/ and click "Sign in."
  2. Click "Forgot your password?" This will open the "Password assistance" window.
  3. Enter the email address or mobile phone number associated with your KDP account.
  4. Enter the characters as they are given in the challenge and click "Continue."
  5. You'll receive an email from us with a link and instructions for resetting your password. If you don't receive the email, check your junk mail folder for an email with the subject line "Amazon.com Password Assistance."
  6. Click on the link in the email. This will open the "Create new password" page.
  7. Enter your new password.
  8. Click "Save changes and sign in."
What are the eligibility requirements for KDP authors to use sponsored ads?

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
What are the eligibility requirements for book vendors to use sponsored ads?

Your books must meet the following criteria to advertise:

  • Be written in English
  • Be available on Amazon.com
  • Meet the Book Ads Policy
What is the sponsored ads creative approval process for KDP authors and book vendors?

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.

What are some common reasons for book sponsored ad campaigns being rejected?

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.