Amazon
Sponsored
Brands

Amazon’s Product Collection ad format allows you to promote up to three products from your brand in a single Sponsored Brands placement.
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• Ideal for boosting visibility of lesser-known products by pairing them with top-performing items.
• Increase engagement using lifestyle images or branded visuals that reflect your brand identity.
• When shoppers click the ad, they are directed to a custom landing page or your Amazon Store.
• Both options offer a clean, ad-free environment that keeps the shopper focused on your brand, encouraging deeper exploration and increasing the likelihood of conversion.

Store Spotlight is a Sponsored Brands ad format available to sellers who have built their own Amazon Storefront.
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• The Storefront acts as a multi-page, branded destination within Amazon where customers explore your product offerings in one cohesive space.
• With Store Spotlight, you can feature up to three sub-pages from your Storefront.
• Each sub-page is customizable with unique images and labels that reflect your brand.
• When shoppers click the ad, they are taken directly to your Storefront, offering a seamless, ad-free browsing experience that keeps the focus on your brand and encourages deeper product discovery.

Sponsored Brands Video Ads allow you to promote a single product with an auto-playing video directly within Amazon’s search results.
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• Capture shopper attention quickly by demonstrating your product’s features or benefits in motion.
• When a shopper clicks the video, they are taken to your product detail page, offering a fast, engaging path to conversion.
• Videos must meet Amazon’s creative specifications, including aspect ratio, file size, and quality standards, to ensure a seamless viewing experience.

Before launching a Sponsored Brands campaign, ensure you meet the eligibility requirements.

Only sellers enrolled in Amazon’s Brand Registry 2.0 can access Sponsored Brands advertising. If your brand isn’t registered yet, it’s a valuable step worth taking.
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Benefits of Brand Registry:
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• Enhanced brand protection
• Greater control over product listings
• Access to advanced advertising and marketing tools on Amazon

• Log in to your Seller Central account.
• Navigate to the “Advertising” tab.
• Select “Campaign Manager” and click “Create Campaign.”
• Choose “Sponsored Brands” as your campaign type.

On the campaign settings page:
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• Assign a clear, identifiable campaign name
• Select a portfolio (if applicable)
• Define your start and end dates
• Set your daily budget
• Choose your target marketplace
• Select the registered brand you want to promote

Amazon’s new “Goals” feature lets you set a clear campaign objective. Based on your selection, Amazon provides tailored targeting and bidding suggestions to help you succeed.

You can choose between two available goals:

Drive Page Visits:

If your goal is to increase traffic to a landing page or product detail page, you’ll use a cost-per-click (CPC) model. Each click on your ad counts as the main metric for campaign success.

Grow Brand Impression:

If your goal is to secure top-of-search ad placements for branded or category-relevant queries, you’ll be charged on a viewable cost-per-thousand impressions (vCPM) basis. The key performance metric for this objective is Top-of-Search Impression Share.

Now it’s time to select one of the three available Sponsored Brands ad formats:

Product Collection, Store Spotlight, or Video Ads.

You’ll also define the destination for your traffic.

Based on the chosen format, you can direct shoppers to your Amazon Store, a custom landing page, or a specific product detail page to align with your campaign goals.

Next, select the products you want to promote in your Sponsored Brands campaign.

Make sure each product is eligible for the Featured Offer (Buy Box) the section on the product detail page where customers begin the purchase process.
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Products not eligible for the Buy Box may lead to lower campaign performance.
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Important: Always include items that are reliably in stock, as your campaign will pause automatically if a featured product becomes unavailable.
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Depending on your chosen ad format:
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• Video Ads allow you to showcase a single product.
• Product Collection Ads require a minimum of three products.

Now, choose the targeting strategy for your ad placements.

You have the following options:

Your ads trigger when shoppers search using specific keywords on Amazon.
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To maximize visibility, identify the search terms your audience uses when browsing for products like yours.

Your ads appear alongside competing products on detail pages and in search results.

Targeting less competitive or lower-rated listings boosts visibility and improves your chances of driving conversions.

Your ads display when shoppers browse specific product categories.
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(Brand refinements available: You can target your own brand to reinforce visibility or go after competing brands offering similar products.)

When using keyword targeting, you must select the search terms that trigger your ad placements.

Below are the available keyword match type options:

Your ad appears when your target keyword, synonyms, related terms, or close variations are used in a shopper’s search.

This match type captures a wide range of relevant search queries.

Your ad shows when the exact keyword phrase appears in a shopper’s search, with additional words allowed before or after.

Word order must be maintained, offering moderate control while ensuring visibility.

After setting your keywords:

You’ll need to define your bid, the maximum amount you’re willing to pay per click.
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While Amazon provides recommended bids based on relevance and competition, you can also set a custom bid that fits your budget and campaign goals.

At this stage, you can add negative keywords to prevent your ads from appearing for irrelevant or low-converting search terms.

Since it’s difficult to identify these keywords initially, we suggest running your campaign for at least two weeks.

This allows you to monitor performance and exclude terms that receive high clicks but result in little to no conversions.

After selecting the products you want to advertise, the next step is to customize your ad creative.

You have full control over how your ad appears:
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• Upload up to 5 images to maximize performance. Amazon will automatically display the best-performing image based on customer behavior.
• Add 1 custom headline that engages shoppers and reflects your brand or product offering.
• Monitor the Creative Strength indicator to ensure your ad is fully optimized before submitting.
• Optionally use “Generate Images with AI” if you need help creating additional visual assets.
• You can rearrange the order of products, replace default visuals with branded images, and tailor the ad to your brand voice.
• If using the Store Spotlight format, feature up to three Store sub-pages with personalized images.
• For the Video format, upload a video that meets Amazon’s advertising requirements (correct dimensions, file size, and quality standards).

All Sponsored Brands ads must pass Amazon’s review process before going live.

To avoid rejection, ensure your creative complies with Amazon’s Creative Acceptance Policy.

Once approved, your ad goes live and competes for visibility in customer searches and placements.