What are Amazon Sponsored Brands Ads? (Sellers Guide)

  • #Scale Insights Team
amazon sponsored brands ads

Struggling to get your products noticed on Amazon? Sponsored Brands Ads might be the missing piece in your marketing puzzle. 

In the digital aisles of the world's largest online retailer, standing out is critical, and these ads provide a direct line to the spotlight. This guide is tailored to sellers seeking to understand and utilize Sponsored Brands Ads effectively, turning obscurity into visibility. 

We'll clarify how these ads work, why they're crucial for brand recognition, and how they can drive a surge in your sales. Keep reading to learn the art of cutting through the clutter and putting your products front and center for Amazon shoppers.

What are Amazon Sponsored Brands Ads?

If you're an Amazon seller, you're probably familiar with the concept of Sponsored Products Ads. But have you heard of Amazon Sponsored Brands Ads?

Sponsored Brands Ads are a type of advertising on Amazon that allow brands to showcase their products and brand logo at the top of search results. These ads are a great way to increase visibility and drive traffic to your products.

Sponsored Brands Ads appear on the Amazon search results page, as well as on product detail pages. They are displayed in a prominent location above the search results or in the middle of the search results page, making them highly visible to shoppers.

To create a Sponsored Brands Ad, you'll need to have a registered brand on Amazon and a minimum of three products in your ad campaign. You'll also need to choose a custom headline, logo, and up to three products to feature in your ad.

One of the benefits of Sponsored Brands Ads is that they allow you to target specific keywords and audiences. This means that you can reach shoppers who are actively searching for products like yours and increase your chances of making a sale.

Setting Up Your Sponsored Brands Campaign

When setting up your Amazon Sponsored Brands campaign, it's important to keep your campaign goals and targeting in mind. This will help you choose the right budget and bidding strategies to get the most out of your advertising spend.

Campaign Goals and Targeting

First, decide on your campaign goals. Are you trying to increase brand awareness or drive sales? Once you've determined your goals, you can choose the appropriate targeting options to reach your desired audience.

Amazon Sponsored Brands allows you to target by keyword, product, or interest. You can also target specific audiences, such as those who have viewed your product detail pages or those who have purchased from you before.

Budget and Bidding Strategies

Effectively managing your budget and bidding strategies is crucial for Amazon Sponsored Brands Ads. Start by setting a daily budget that aligns with your overall advertising goals while staying within your financial limits. Utilize Total Advertising Cost of Sales (TACoS) to measure the proportion of your total revenue that is being spent on advertising, which helps ensure your spending is balanced against your sales.

In terms of bidding, consider using dynamic bidding, where Amazon adjusts your bids in real-time to enhance the likelihood of conversion. It's also beneficial to set a target Advertising Cost of Sales (ACoS) to keep your bids profitable. Additionally, adjusting bids based on placement can be effective—consider increasing bids for top-performing placements, such as the top of search results or product pages, to maximize visibility and conversion potential. 

Creating Engaging Ad Content

When creating ad content for Amazon Sponsored Brands, remember that your ad content should be eye-catching, informative, and relevant to the product you are promoting. Here are some tips to help you create effective ad content.

Ad Copywriting Tips

Your ad copy should be clear, concise, and to the point. Use short, punchy sentences and avoid using jargon or technical terms that your target audience may not understand. Highlight the unique features and benefits of your product and use persuasive language to encourage customers to click on your ad.

Here are some ad copywriting tips to keep in mind:

  • Use action-oriented language to encourage customers to take action, such as "Shop Now" or "Buy Today."

  • Use numbers and statistics to back up your claims and make your ad more credible.

  • Highlight any promotions or discounts you are offering, such as "20% off" or "Free Shipping."

  • Use customer reviews or testimonials to add social proof and build trust with potential customers.

Using Images and Logos

Images and logos can be a powerful tool for creating engaging ad content. Use high-quality images that showcase your product and make sure they are relevant to the ad copy. Avoid using generic stock photos and instead opt for images that are unique to your brand.

Here are some tips for using images and logos in your ad content:

  • Use clear, high-quality images that showcase your product.

  • Make sure your images are relevant to the ad copy and the product you are promoting.

  • Use your brand logo to build brand recognition and make your ad more memorable.

  • Test different images and logos to see which ones perform best.

Optimizing Sponsored Brands Campaign Performance

To ensure that your Amazon Sponsored Brands campaigns are generating the best possible results, you need to optimize their performance. This involves conducting thorough keyword research, analyzing campaign performance data, and conducting A/B testing to continually refine your approach.

Keyword Research

The success of your Sponsored Brands campaigns largely depends on the keywords you choose to target. By conducting thorough keyword research, you can identify the most relevant and high-performing keywords for your brand and products.

Start by brainstorming a list of relevant keywords and phrases that your target audience might use when searching for products like yours. Then, use Amazon's keyword research tools to identify additional keywords and evaluate their search volume, competition, and relevance.

Once you have a list of high-performing keywords, use them strategically in your Sponsored Brands campaigns to improve visibility and drive conversions.

Performance Analytics

To optimize your Sponsored Brands campaign performance, you need to regularly analyze your campaign data. Look at metrics like click-through rate, conversion rate, and cost per click to identify areas for improvement.

Use this data to make informed decisions about which keywords, ad placements, and targeting options are generating the best results. Consider adjusting your bids, targeting options, and ad creative to improve performance.

A/B Testing

A/B testing is a valuable tool for optimizing Sponsored Brands campaign performance. By creating multiple versions of your ads and testing them against each other, you can identify which ad variations are generating the best results.

To conduct A/B testing, create two or more ad variations with different headlines, images, or targeting options. Run these ads simultaneously and compare their performance metrics to identify which ad is generating the best results.

Use the insights gained from A/B testing to continually refine your Sponsored Brands campaigns and improve their performance over time.

Best Practices for Sponsored Brands Ads

When creating effective Amazon Sponsored Brands Ads, there are a few best practices to keep in mind. By following these guidelines, you can increase the visibility of your brand and drive more sales.

Brand Storytelling

 One of the most important elements of a successful Sponsored Brands Ad is brand storytelling. This means creating a narrative around your brand that resonates with your target audience. To do this, you should focus on the following:

  • Brand messaging: Clearly communicate your brand's unique value proposition and key selling points. Use language that speaks directly to your target audience and highlights the benefits of your products.

  • Visuals: Use high-quality images or videos that showcase your products in action. This can help potential customers visualize how your products can solve their problems or meet their needs.

  • Consistency: Ensure that your brand messaging and visuals are consistent across all of your Sponsored Brands Ads. This helps to reinforce your brand identity and make it more memorable for potential customers.

Competitor Analysis

 Another key element of creating effective Sponsored Brands Ads is competitor analysis. By analyzing your competitors' ads, you can identify opportunities to differentiate your brand and stand out from the crowd. Here are a few things to keep in mind:

  • Keyword research: Use tools like Amazon's Keyword Tool to identify the keywords your competitors are targeting. This can help you identify gaps in the market that you can fill with your own ads.

  • Ad copy: Analyze your competitors' ad copy to see how they are positioning their brand and products. Use this information to create ad copy that is more compelling and differentiated.

  • Pricing: Monitor your competitors' pricing strategies to ensure that your products are competitively priced. If your prices are higher than your competitors', you may need to adjust your strategy to remain competitive.

Compliance and Guidelines

When creating Amazon Sponsored Brands ads, it is important to ensure that your ads comply with Amazon's advertising policies and guidelines. Failure to comply with these guidelines can result in your ads being disapproved or your account being suspended.

 Here are some of the key compliance and guidelines to keep in mind when creating your Sponsored Brands ads:

  • Ad content guidelines: Your ad content must be accurate, relevant, and not misleading. It must also comply with all applicable laws and regulations. Avoid making exaggerated or false claims in your ad content.

  • Trademark guidelines: If you are using a trademark in your ad, you must have the right to use it. You must also comply with Amazon's trademark policies and guidelines.

  • Image guidelines: Your ad images must be high-quality and relevant to your product. They must not contain any offensive or inappropriate content. Avoid using images that are blurry, pixelated, or low-resolution.

  • Text guidelines: Your ad text must be clear, concise, and relevant to your product. It must not contain any offensive or inappropriate content. Avoid using excessive capitalization, symbols, or emojis in your ad text.

  • Landing page guidelines: Your ad must lead to a landing page that is relevant to your product and provides a positive customer experience. The landing page must also comply with Amazon's policies and guidelines.


Sponsored Brands Ads on Amazon offer a compelling solution for sellers looking to enhance their product visibility and brand recognition. By strategically using these ads, you can create a more pronounced presence on Amazon, connect with your target audience, and drive meaningful traffic that converts into sales. It's an investment in your brand's future—a step towards establishing a dominant position in the bustling Amazon marketplace.

If you're ready to take your advertising efforts even further, consider exploring the differences between Amazon DSP Ads and Sponsored Display. Each ad type has unique benefits that cater to specific marketing goals. Equip yourself with the information needed to make the best advertising choices for your brand.

Frequently Asked Questions

What are Sponsored Brands ads in Amazon?

Sponsored Brands ads are a type of advertising on Amazon that allows sellers and vendors to promote their brand and products. These ads appear at the top of search results and feature a custom headline, logo, and up to three products. Sponsored Brands ads can help increase brand visibility, drive traffic to your product pages, and boost sales.

How do I setup Sponsored Brands on Amazon?

To set up Sponsored Brands on Amazon, you will need to have a seller or vendor account and be enrolled in Amazon Advertising. Once you have access to Amazon Advertising, you can create a new Sponsored Brands campaign and choose your targeting options, ad creative, and budget. You can also use Amazon's automatic targeting feature to let Amazon target your ads to relevant shoppers.

What is the difference between Sponsored Brands and Sponsored Products on Amazon?

Sponsored Brands ads promote your brand and up to three products, while Sponsored Products ads promote individual products. Sponsored Brands ads appear at the top of search results and feature a custom headline and logo, while Sponsored Products ads appear within search results and feature the product's title, price, and image. Sponsored Brands ads can help increase brand awareness and drive traffic to your product pages, while Sponsored Products ads can help increase sales for individual products.

Where do Sponsored Brand ads appear?

Sponsored Brands ads appear at the top of search results and on relevant product detail pages. These ads are labeled as "Sponsored" and feature a custom headline, logo, and up to three products. Sponsored Brands ads can help increase brand visibility and drive traffic to your product pages.

Can Sponsored Brand ads be displayed outside of Amazon, and if so, how?

No, Sponsored Brand ads are only displayed on Amazon.com and cannot be displayed outside of Amazon.

What are some best practices for optimizing Sponsored Brands campaigns?

To optimize your Sponsored Brands campaigns, you should:

  • Choose relevant keywords

  • Create compelling ad creative

  • Monitor your campaign's performance regularly

You can use Amazon's reporting tools to track your campaign's performance. Then, adjust your targeting and bidding strategies as needed. Also, make sure to test different ad creative and targeting options to see what works best for your brand and products.