Sponsored Products

Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon. In just a few minutes, you can create a campaign, even if you've never advertised before.

Why use Sponsored Products

Help customers discover and purchase products that you sell on Amazon with ads that appear in shopping results and on product pages. No previous advertising experience required.

Sponsored Products ad placement on desktop and mobile

Gain visibility

Ads appear right where customers will see them on Amazon, such as the first page of shopping results and product pages, to help shoppers discover your products.

Users in front of a chart trending upward

Increase sales with relevant ads

Sponsored Products can help you grow your sales on Amazon by reaching customers who are browsing for products like yours and directing them to your product page.

Hand clicking on a mouse

Control costs with CPC ads

You pay only when customers click your ads. You control how much you spend by setting your budget and choosing how much to bid per click.

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Measure advertising success

Track a variety of sales and performance metrics that allow you to measure the direct impact of advertising on your business on Amazon and optimize your campaigns.

Within the first year after launching a Sponsored Products campaign, ASINs saw an average weekly +54% lift in glance views and an average weekly +40% lift in units ordered.

Who can use Sponsored Products

Sponsored Products are available for professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies.1 Products must be in one or more eligible categories and be eligible for the Featured Offer in order to advertise.

1Products and features may not be available in all marketplaces.

Sponsored Products ads are available in:
North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

How advertisers can use Sponsored Products

Consider Sponsored Products if you're new to advertising. The ad creative is automatically generated for you, and with automatic targeting, Amazon will match your ads to shopping queries and products. This means you can create and launch a campaign in just a few minutes. You can even advertise in countries where you don't speak the language, since automatic targeting selects shopping queries for you.

No matter your level of advertising experience, Sponsored Products can help increase the visibility of your products on Amazon. These ads reach customers as they shop and feature familiar elements to the Amazon shopping experience, like star ratings, product images, and the Amazon Prime badge.

Since you can choose your own budget, bids, and targeting, Sponsored Products can be used by advertisers of any size for a wide variety of goals, such as generating awareness of a new product, promoting seasonal items, clearing excess inventory, or showcasing a best-selling item.

Older gentleman sits at a kitchen counter while typing on a laptop.

Sponsored Products case study

"We are reaching really relevant consumers because they're in the mindset where they're about to make a purchase."

– Samantha Hess, Brand Manager, Planters, Kraft Heinz

How to create a Sponsored Products campaign


Set your campaign duration (or set no end date for an always-on campaign) and budget.


Decide which keywords or products to target, or select automatic targeting to let Amazon match your ads to relevant search terms and products.


Choose the products you want to advertise and set your bid.


Launch your campaign.


Where will my Sponsored Products ads appear?

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

How much does Sponsored Products cost?

With CPC ads like Sponsored Products, you bid the maximum amount that you're 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 customer’s shopping query.

What products are not eligible for Sponsored Products?

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 is the Featured Offer?

The Featured Offer is the offer displayed on a product detail page with an Add to Cart button. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may be one of many sellers who are considered for the Featured Offer placement. Amazon uses performance-based criteria to determine your Featured Offer eligibility and placement status.

What results can I expect from Sponsored Products?

We provide a range of tools and reports that make it easy to analyze campaign performance and measure success. Once you have launched your campaign, you can generate reports that provide insight on sales and performance of advertised products or targets, how different ad placements are performing, and more. Use these advertising analytics to identify successful tactics for your business and to help optimize your campaigns.

Educational resources for Sponsored Products