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The basics of success:
Beyond sponsored ads


Now that you're familiar with the basics of digital advertising with Amazon Advertising and have learned how sponsored ads can help you grow your brand and help drive sales, you may be interested in finding out about Amazon Advertising's other options.

Sponsored ads are a great starting point, because they can work with different levels of budgets and help achieve one of the goals all businesses have: increasing sales, or conversion.

However, depending on the nature of your business, you may have advertising goals related to awareness, consideration, or loyalty . You may have additional questions about what Amazon Advertising can do for you. Read on to learn more.

Are there more advertising options to help grow my brand?

Yes! We have already introduced you to Sponsored Brands and Stores, which are great options for helping to build your brand on Amazon. You may also want to consider Sponsored Display, which can help you achieve awareness, consideration, and conversion goals.

Sponsored Display


If you are a vendor or seller enrolled in Amazon Brand Registry, you are eligible to advertise using Sponsored Display.

Like Sponsored Products and Sponsored Brands, Sponsored Display campaigns can be created in just a few minutes. The ad creatives are automatically generated and link back to the product detail page for your promoted product. You pay on a CPC (cost-per-click) basis.

With Sponsored Products and Sponsored Brands, you use keyword and product targeting to reach audiences. Sponsored Display is different in that you can engage audiences who either showed interest in categories related to your promoted product or viewed your product detail page but did not purchase. You can target specific products or categories that are similar or complementary to your promoted product.

Plus, while Sponsored Brands and Sponsored Products appear only on Amazon, with Sponsored Display, your ads may appear both on and off Amazon.

Read on to learn about more advertising options.

Can I advertise on additional digital channels?

Yes! See below for some of Amazon Advertising's other options, which can help support your goals across all advertising objectives.

Amazon DSP

Amazon DSP is a demand-side platform that you can use to programmatically buy display and video ads.

Display ads: Amazon Advertising's display ads can appear on Amazon, Amazon devices, Amazon-owned and operated sites, and across the web. There are a variety of ad formats and placements available. Unlike sponsored ads, customers who click your display ad can be taken to a destination on or off Amazon, such as your own website. You pay on a CPM (cost-per-thousand-impressions) basis.

Display ads can be managed directly using the self-service option through Amazon DSP, or you can work with an Amazon account manager for a managed-service option.

Video ads: Amazon Advertising's video ads can appear on Amazon sites like IMDb, devices like Fire TV, and across the web. Video ads can appear either alongside video content (OTT, or over-the-top, video) or as a creative element within a display ad (out-stream video). Some video ads can be clicked, and, just like display ads, you can choose a destination on or off Amazon. How you pay for video ads depends on format and placement.

Video ads can be managed directly using the self-service option through Amazon DSP, or you can work with an Amazon account manager for a managed-service option.

Custom ads

If you are looking for even more options, you can work with an Amazon account manager to develop custom solutions and experiences based on your specific goals.

With custom executions, you aren't even limited to digital advertising channels. Your advertising program can include offline channels and even live events. Your ad consultant will help you shape your bespoke advertising program.

What if I don’t sell products on Amazon?

You don’t have to sell products on Amazon to advertise with Amazon Advertising. See the table below to determine which advertising products you are eligible to use.

I sell on AmazonI do not sell products on Amazon
Sponsored ProductsYesNo
Sponsored BrandsYesNo
StoresYesNo
Display ads (Sponsored Display)YesNo
Display ads (Amazon DSP)YesYes
Video adsYesYes
Custom adsYesYes

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