Key takeaways
- Sponsored Products target purchase intent.
- Sponsored Brands support visibility and range.
- Sponsored Display reaches audiences and defends pages.
- Judge each format on its own measures.
Overview of the main formats
The core sponsored formats are Sponsored Products, Sponsored Brands and Sponsored Display. Availability, features and eligibility change over time and vary by marketplace, so check what your account can use.
Sponsored Products
Sponsored Products promote individual product listings in search results and on product pages. They are usually the foundation of an advertising program because they target shoppers close to a purchase decision, and they are simple to set up.
Sponsored Brands
Sponsored Brands feature a brand logo, headline and several products, sometimes video, usually near the top of search results. They suit brand-building, range promotion and capturing shoppers who are comparing options. Eligibility often requires brand registry.
- Brand logo and custom headline
- Multiple products promoted
- Video and store spotlight options
- Typically higher in the page
Sponsored Display
Sponsored Display can reach shoppers on and off Amazon based on audiences and product targeting, and is often used for retargeting and defending product pages. Its role and performance differ from search-based ads, so judge it with appropriate measures.
Choose by objective
Use Sponsored Products for conversion and discovery of search demand, Sponsored Brands for visibility and range promotion and Sponsored Display for audience-based reach and defense. Prioritize by margin and goals.
Measure each type properly
Different formats have different attribution and behavior. Compare them on their own terms, and look at the combined effect on total sales and TACoS.
Budget allocation
Start most of the budget on the formats closest to purchase, then test others with modest budgets. Adjust based on results, not assumptions.
A worked example
A brand with several products runs Sponsored Products on its best sellers, a Sponsored Brands campaign for its range and a small Sponsored Display campaign targeting its own product pages to defend against competitors. They compare results by objective and shift budget accordingly.
Format selection checklist
Do I have the eligibility for this format? Does it match the shopper stage I want to reach? Do I have the creative assets? How will I measure success? What is the budget limit? Decide before launching.
Questions to ask your team or agency
Why are we using each format? What are the targets for each? How do they interact? What would we do if one underperforms? Clear answers show whether advertising is planned or accidental.
How the formats work together
A shopper may first see your brand in a Sponsored Brands placement, later see a Sponsored Products ad for a specific item while comparing options and then be reminded by a Sponsored Display ad. Each touchpoint plays a different part, and the combined effect is larger than any single format shows on its own.
Review results across formats as well as within them. Look at total sales and TACoS to see whether the mix is building the business, and avoid cutting a supporting format solely because its direct ACoS looks higher.
Frequently asked questions
Do I need all three?
Not necessarily. Start with Sponsored Products and add formats as goals and eligibility allow.
Can I use Sponsored Brands without brand registry?
Eligibility rules vary. Check the current requirements.
This guide is general information. Amazon's fees, policies and program rules change and vary by marketplace, so confirm current details in Seller Central and, for tax or legal questions, with a qualified adviser.