Sponsored Product vs. Sponsored Brand Ads: Amazon Advertising

As an Amazon seller you have likely explored advertising to boost your product visibility and increase sales. Two prominent advertising options on Amazon are Sponsored Product Ads and Sponsored Brand Ads. Understanding the differences between these two ad formats is crucial for maximizing your advertising efforts and driving success on the platform. In this blog post, we will dive into the specifics of each ad type, including their unique features and benefits.

Sponsored Product Ads:

Sponsored Product Ads are a popular choice among sellers aiming to promote specific products to potential customers on Amazon. These ads appear within search results and product detail pages, targeting customers who are actively searching for similar products. Sponsored Product Ads have the following key characteristics:

  • Ad Placement: Sponsored Product Ads display in highly visible locations, such as the top, middle, or bottom of the search results page. This ensures maximum exposure to potential customers.
  • Product-Level Targeting: These ads operate on a product-level targeting basis, meaning you can choose which specific products you want to advertise. When a customer searches for keywords or products you choose to target, your sponsored products will display.
  • Cost-Per-Click (CPC) Model: Sponsored Product Ads follow a pay-per-click model, where you are only charged when a customer clicks on the ad. You can set a budget and bid on relevant keywords. This gives you control of your ad spend to optimize your return on investment.
  • Ad Customization: While you cannot directly customize the ad’s creative elements (as they automatically pull information from your product detail page), you can optimize the title, product description, and other product attributes to make them more compelling to potential customers.


Sponsored Brand Ads:

Sponsored Brand Ads, on the other hand, are designed to help sellers build brand awareness and showcase a collection of their products. Unlike Sponsored Product Ads, Sponsored Brand Ads allow you choose if you would like to send traffic to your Amazon Storefront. These ads feature your brand logo, a custom headline, and a selection of products. Sponsored Brand Ads offer the following distinctive features:

  • Prominent Branding: Sponsored Brand Ads prominently display your brand logo, creating brand recognition and enhancing your overall brand presence on Amazon. This establishes credibility and attracts customers who are specifically interested in your brand.
  • Custom Headline: You have the freedom to create a custom headline for your Sponsored Brand Ad. Therefore, allowing you to convey a specific message or highlight unique selling propositions. A well-crafted headline can grab attention and entice customers to click on your ad.
  • Product Showcase: Sponsored Brand Ads showcase multiple products, providing customers with a glimpse of your product catalog. This is beneficial if you want to cross-promote various items or feature a range of products that complement each other.
  •  Keyword and Product Targeting: Sponsored Brand Ads allow both keyword and product targeting. You can select relevant keywords to trigger your ad’s visibility, as well as specific products to include in your ad. This provides flexibility in reaching a wider audience while maintaining control over the products you want to promote


Now let us explore the types of Sponsored Brand Ads:

  1. Sponsored Brand Video: This ad type allows you to include a video within your ad. Videos can capture customers’ attention, deliver your brand message effectively, and create a memorable experience. It is an excellent opportunity to showcase your products in action or share customer testimonials.
  2. Sponsored Store Spotlight: Is a unique feature that enables you to create a custom landing page highlighting your brand and product portfolio. This immersive shopping experience gives customers a deeper understanding of your brand and increases the chances of multiple product purchases.
  3.  Sponsored Product Collection: This ad format focuses on displaying a high-resolution image alongside your brand logo and headline. Compelling visuals can pique customers’ interest and drive them to explore your products further.