Once Sponsored Products are working, many sellers ask the next question: what else can ads do for the brand? Amazon offers two more formats built for that job, Sponsored Brands and Sponsored Display. They put your brand in front of shoppers in more places and in richer formats, but they work best when used with a plan.
This guide explains what each format does, who can use it, when to choose it and how to judge the results. If you are new to ads, start with Amazon PPC for beginners.
Key Takeaways
- Sponsored Brands ads show your logo, a headline and several products, usually at the top of search results.
- Sponsored Display ads reach shoppers on and off Amazon based on products and interests.
- Both formats generally need a registered brand, so check eligibility in your account.
- Use them to build brand awareness and win back shoppers, and measure them against clear goals.
What Are Sponsored Brands Ads?
Sponsored Brands ads promote your brand and a group of products. They can appear at the top of search results, so they are highly visible. Common formats include a product collection with your logo and headline, a store spotlight that links to your Brand Store, and short video ads. Shoppers who click go to a product page, a Brand Store page or a custom landing page.
What Are Sponsored Display Ads?
Sponsored Display ads let you reach shoppers in different ways. You can target people who viewed your product or similar products, shoppers with related interests, or specific product pages. Ads can show on Amazon and on other sites and apps, depending on the options available to you.
Sponsored Products vs Sponsored Brands vs Sponsored Display
| Ad type | Where it shows | Best for |
|---|---|---|
| Sponsored Products | Search results and product pages, for single products | Driving sales of individual listings |
| Sponsored Brands | Top of search and other prominent spots, with brand and several products | Brand awareness and promoting a range |
| Sponsored Display | On and off Amazon, based on products and audiences | Reminding interested shoppers and defending product pages |
Availability, formats and requirements can vary, so check the options in your advertising console.
Who Can Use Sponsored Brands and Display?
- Sellers enrolled in Amazon Brand Registry are generally eligible for Sponsored Brands. See Amazon Brand Registry
- Sponsored Display is available to eligible registered brands and some other sellers
- You usually need products that are in stock and compete for the Buy Box
- Some categories and products have extra advertising restrictions
Unsure whether brand ads are worth it for your products?
Get a free audit of your Amazon listings and brand presence. We will give you practical guidance and support on where advertising can help most.
When to Use Sponsored Brands
- You have several related products and want shoppers to see the range
- You want to build brand recognition for generic searches
- You have a Brand Store and want to send traffic to it. See how to create an Amazon Brand Store
- You want to defend your brand name searches from competitors
- You have a good short video that shows the product in use
When to Use Sponsored Display
- You want to remind shoppers who viewed your product but did not buy
- You want to defend your own product pages from competitor ads
- You want to reach shoppers who browse similar products
- You want to cross-sell related products of your own
Creative Tips for Better Results
| Element | Tip |
|---|---|
| Headline | State the main benefit in a few words and avoid unsupported claims |
| Logo and images | Use sharp, clean images that follow Amazon rules |
| Product selection | Show your best sellers or a logical set, not random items |
| Landing page | Send shoppers to the page that best matches the ad, such as a product page or Brand Store |
| Video | Keep it short, clear and useful without sound |
How to Measure Brand Ad Results
Brand ads may not produce the same instant sales as Sponsored Products, so look at more than direct sales. Check impressions, clicks, new-to-brand customers where reported, brand search growth and the effect on total sales. Compare ACoS with your goals and your margins. See our guides to Amazon ACoS and TACoS vs ACoS.
Common Mistakes
- Running brand ads before listings and reviews are strong
- Targeting broad, irrelevant keywords
- Sending shoppers to a weak landing page
- Judging brand ads only by last-click sales
- Using low-quality images or unclear headlines
- Overspending without a clear goal
- Ignoring Sponsored Products basics
Brand ads build on solid foundations. Start with Sponsored Products
A Simple Brand Ad Plan
| Goal | Ad type | What to try |
|---|---|---|
| Build awareness of the range | Sponsored Brands product collection | Show three to four related best sellers with a clear benefit headline |
| Send traffic to your store | Store spotlight | Link to a Brand Store page that matches the search |
| Win back interested shoppers | Sponsored Display | Target people who viewed your products |
| Defend your name | Sponsored Brands on brand keywords | Keep competitors from taking your brand searches |
Brand ads build on solid foundations. Start with Sponsored Products and set budgets with Amazon PPC bidding and budget. Our Amazon management services can help you connect listings, content and advertising.
Frequently Asked Questions
What are Amazon Sponsored Brands ads?
They are ads that show your brand logo, a headline and several products, usually in prominent spots such as the top of search results.
Do I need Brand Registry for Sponsored Brands?
Generally yes. Sponsored Brands is for registered brands, so check eligibility in your advertising console.
What is Sponsored Display on Amazon?
It lets you reach shoppers on and off Amazon based on the products they viewed, their interests or specific product pages.
Which is better, Sponsored Products or Sponsored Brands?
They do different jobs. Sponsored Products drive sales of single listings, while Sponsored Brands build brand awareness and promote a range.
Can I send Sponsored Brands traffic to my Brand Store?
Yes, store spotlight and some other formats can lead shoppers to your Brand Store or a custom page.
How do I measure Sponsored Brands performance?
Look at impressions, clicks, ACoS, new-to-brand customers where available and the effect on brand searches and total sales.
How much should I spend on brand ads?
Start small, set clear goals and increase spend only when your listings, reviews and margins support it.
Want your brand ads to build awareness and sales?
Our team helps Amazon India brands improve listings, content and advertising plans.
