Amazon Beginner's Guide: 3 Types of PPC Advertising

Sponsored Products

Sponsored Brands

Sponsored Display

Each ad type enables brands to target a different segment of the Amazon marketplace.

Sponsored Products

Amazon will only run your ad if your product has won the Buy Box after a customer has completed a search. You can create campaigns manually or let the Amazon system automatically target relevant keywords. You control how much you spend on your campaigns and are able to monitor every aspect of your ad performance.

Above: Examples of two sponsored ads on a search results page for the search term "flat screen tv"

Sponsored Brands

Sponsored Brands campaigns help customers discover and engage with your brand in important search locations. They generate attention and awareness through customizable ads that link directly to a landing page or Amazon storefront.

Sponsored Brands There are 3 different Sponsored Brands ads to choose from:

1. Product Collection

Promote multiple products via a landing page of your choice:

Amazon Store (including subpages)

New product list page

2. Storage Spotlight (Beta)

Store Spotlight is a mobile-only ad type and is still in beta. For landing pages, only storefront is an option. The requirement for this ad type is that there should be at least 4 subpages, each containing one or more unique products.

3. Video (beta)

Offer a single product with autoplay functionality.

Example of a sponsored brand ad for the search term "football gloves" on a Search Results page

These ads appear in multiple locations on desktop and mobile pages, including above search results. When Amazon shoppers click your brand logo, they go to your store, a custom landing page, or a simple landing page. When they click a product, they go to the product detail page.

When you create a Sponsored Brands ad, it will go through a review process. The review process is usually completed within 24 hours but may take up to three business days.

Sponsored Display

Sponsored display ads allow brands to target shoppers browsing their own product listings or similar products sold by other parties.

With Sponsored Display ads, you can choose between 2 targeting options: Audience targeting and Product and category targeting.

Display ads are less effective than Sponsored Product Ads (SPAs). This is because display ads are designed to increase brand awareness and target people who are not necessarily looking to buy.

Sponsored display ads can show:

Outside of Amazon (on third-party websites and apps)

On the Amazon product detail page

On Amazon shopping results pages

On other Amazon pages

Example of a Product Display Ad on a product detail page

(Source: FBA Information)