Sponsored Brands

Elevate your brand, reach your goals

Sponsored Brands can help customers discover your brand and products with creative ads that appear in relevant Amazon shopping results.

Woman holding cup of coffee looking at phone and smiling
Sponsored Brands ad example of jack and jill sunscreen brand

Showcase your brand creatively

Reach and engage new audiences with custom headlines, videos, and images.

cost per click example showing $.97 bid

Find the budget that works for you

Cost per click (CPC) ads allow you to only pay when customers click your ads. You can manage your costs by setting a budget and choosing your bid per-click.

Mobile Sponsored Brands example of jack and kill sunscreen brand

Be part of the shopping journey

Help shoppers get to know your brand by driving traffic to your Store. With clickable logos, lifestyle imagery, or product categories, Amazon brings shoppers to your brand Store. And when they click on products or categories in the ads, they’re taken to the product page.

illustration of women in pink clothes sitting down and using computer

Interactive guide

Everything you need to know to help your customers deliver your brand and selection.


graphic showing combination of ad products

5.5% increase in return on ad spend

Advertisers who used a combination of Sponsored Brands video, Store spotlight, and custom image ad formats saw a 5.5% increase in return on ad spend (ROAS) compared to advertisers only using one Sponsored Brands ad format.1

circular graph that is increasing

+57.8% increase in conversion rate

Advertisers who used a combination of Sponsored Brands custom image and Store spotlight ad formats saw a 57.8% increase in conversion rate compared to advertisers only using one Sponsored Brands ad format.2

2 line bar graph that is increasing upward

+108.1% increase in CTR

Advertisers who used the Sponsored Brands video ad format saw a 108.1% increase in click-through rate (CTR) compared to advertisers only using the Sponsored Brands product collection ad format.3

Get started with Sponsored Brands


Set your campaign duration and budget.


Create and customize your ad by adding a headline and choosing which products to feature.


Pick which keywords to target and how much you want to bid for clicks.


Submit your ad for review. It will be reviewed within 72 hours.


Who can use Sponsored Brands

Sponsored Brands are available for professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies. Products and features may not be available in all marketplaces.

North America
  • CA
  • MX
  • US
South America
  • BR
  • BE
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
What are Sponsored Brands?

Sponsored Brands are cost-per-click (CPC) ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping results and help drive discovery of your brand among customers shopping for similar products.

Where will my Sponsored Brands ads appear?

Your ads may be displayed on top of, alongside, or within shopping results. Ads may appear on both desktop and mobile.

How much does Sponsored Brands cost?

With CPC ads like Sponsored Brands, you bid the maximum amount that you are willing to pay when a shopper clicks an ad for your product. The more competitive your bid, the more likely your ad is to be displayed when it matches a shopping query.

What categories are not eligible for Sponsored Brands?

At this time, adult products, used products, refurbished products, and products in closed categories are not eligible for advertising. For a full list of permitted and prohibited categories review the creative acceptance policies for Sponsored Brands and Sponsored Products.

What results can I expect from Sponsored Brands?

We provide a range of tools and reports that help you analyze campaign performance and measure success. New-to-brand metrics allow you to measure how many first-time customers your campaign drove in the last 12 months. Other reports provide campaign and placement performance, ad clicks, sales, and advertising cost of sales (ACOS) represents your ad spend as a percentage of sales. Once you have launched your campaign, you can view performance via the graphical dashboard or view downloadable reports on the reporting page. Use these reports to identify successful tactics and optimize your campaigns.

What are new-to-brand metrics, and why should I use them?

With new-to-brand metrics, you can measure orders and sales of your products generated from first-time customers of your brand on Amazon. These metrics allow you to track the number of first-time orders for products within your brand, the percentage of total orders that are new-to-brand orders, the total sales of new-to-brand orders, and the percentage of total sales that are new-to-brand sales, all within a 12-month look-back window.

We recommend using new-to-brand metrics to supplement metrics like advertising cost of sales (ACOS) or return on ad spend (ROAS). For example, Sponsored Brands ads help drive brand discovery with shoppers in the discovery stage and help brands reach new customers. Driving first-time purchases can often cost more than driving repeat purchases, so ACOS or ROAS alone would not measure the impact of Sponsored Brands in growing your brand audience.


1-3 Amazon internal data, worldwide advertisers, 01/01-05/22/2021