Amazon Sponsored Product Ads: What Sellers Need to Know

Amazon apps

Amazon Sponsored Product Ads to Appear on Premium Apps and Websites: What Sellers Need to Know

In a major update that’s grabbing a lot of attention, Amazon has introduced a big upgrade to its advertising platform. Starting from August 16, 2023, the company has expanded the reach of its Sponsored Product Ads to cover premium apps and websites. Keep reading to find out more about this exciting new initiative.



Unlock Your Amazon Success Today with Our Flat Fee Expert Services!

Select the plan that best suits your needs and begin your journey today.

For the initial phase of this rollout, a select group of premium platforms will feature Amazon sponsored product ads. This includes well-known names such as Pinterest and BuzzFeed. Established newspaper outlets like Hearst Newspapers will also be involved, along with popular brands under the Ziff Davis group, such as Lifehacker and Mashable. It’s worth noting that this list doesn’t cover everything, and we can expect further partnerships in the future.


Why Is This New Initiative Important?


In the past, Sponsored Product Ads were exclusive to Amazon product pages, limiting their visibility. With this change, sellers can expect:


Greater Reach and Visibility


With this development, sellers can now reach more people, taking their products beyond Amazon’s ecosystem and into spaces where potential customers spend a lot of time online.


Optimized Conversion Opportunities


Positioning ads on platforms where potential buyers are already spending time consuming content increases the chance of not just interactions but actual sales. This increased exposure, along with prominent placements, can greatly boost ROAS for your Amazon business.


Why Did Amazon Introduce This New Feature?

Amazon apps

Amazon’s main goal has always been to be the most customer-focused company globally. Seeing how digital trends and customer habits are changing, Amazon realized something important: Customers discover products in many ways, not just through traditional e-commerce platforms. They’re influenced by the articles they read, the social media apps they use, and the websites they visit daily.


By expanding Sponsored Product Ads to these platforms, Amazon is essentially bridging the gap between product discovery and purchase. Instead of waiting for customers to come to them, they are actively reaching out to customers where they already spend time, making sure that relevant products are easy to find with just a click.


How Does Amazon Sponsored Product Work?


Amazon has created an intelligent algorithm to make sure that your ads reach the right audience. By analyzing the content from the third-party page, Amazon pairs your product with users who are interested or might be interested in what you’re selling. This precise targeting is based on your campaign settings and the cost-per-click plans you’ve chosen. When users click on the ad, they’ll be redirected to your Amazon product detail page, making the transition smooth and potentially sealing the deal in just a few minutes.


What Is the Eligibility Criteria?


To maintain the reputation of its platform, Amazon has set certain standards for this new initiative. This includes:


– The product must be in stock.


– The product should have all the trust elements associated with Amazon shopping, like Prime delivery assurance, genuine customer ratings, and accurate pricing.


What Do Sellers Need to Do?


If you’re a seller, you might be wondering about what steps you need to take to feature on these premium websites. The good news is that Amazon has designed this transition to be effortless. If you already have Sponsored Products under Campaign Manager on Seller Central, Amazon automatically includes your product in this new outreach.


Moreover, to keep track of your campaign’s performance, you can easily check the Sponsored Products placement report. You can download this report from the Report Center, and it’ll show you how well your ads are performing.


How to Maximize Sponsored Product Ad Success

With the expansion of Sponsored Product Ads onto premium apps and websites, Amazon has become all the more competitive. To make the most of this, you need to be proactive. Here are some simple steps you can take to boost the success of your Sponsored Product Ads:



Before your product reaches a wider audience, make sure your product listings are optimized. Here’s what you can do:


– Use relevant keywords in your bullet points, product description, and title. Include both short and long-tail keywords. Also, remember to use keywords in your backend.


– Include professionally taken images in your listing. Make sure they’re clear, in focus, and display your product from different angles. The first image is crucial because it’s what will appear in your ads.


– Stick to the character limits for each element: a maximum of 500 characters for each bullet point, 50-150 characters for the title, and a maximum of 2000 characters for product descriptions.


– Consider using A+ content to showcase your product features in a more visually appealing way.


Keep Your Products Reasonably Priced


Consider how your product compares in terms of quality and features with your competitors, and price accordingly. Remember, customers can easily compare product details and prices from multiple sellers on these premium platforms. But this doesn’t mean you have to sell your product below your profit margin. If you have a product that includes something unique, you can charge a bit more, but keep it reasonable. Also, you’ll need to keep an eye on your competitors’ price changes. They might lower their prices due to seasonal sales or flash sales. Whatever the reason, stay vigilant and monitor them closely.


Engage With Reviews


Positive product reviews can really sway a buyer’s choice. Encourage satisfied customers to leave reviews, and make sure to deal with any negative feedback promptly. This shows potential customers that your brand cares and pays attention to their concerns.


Budget Wisely


Since Sponsored Product Ads are cost-per-click ads, there could be a rise in your ad spend as demand increases. So, it’s important to use your budget wisely. Think about putting more funds towards products with better profit margins or those that can be used as gateway products to your brand.


Don’t Neglect Other Amazon Sponsored Ads


While Amazon Sponsored Product Ads are getting a lot of attention, don’t forget that Amazon offers other advertising tools like Sponsored Display Ads and Sponsored Brands. Think about using a variety of Amazon ads to make the most of each. This way, you can build a stronger brand presence on Amazon and beyond.


FAQ Section


Are Amazon Sponsored Ads Worth It?


With this new update, investing in Amazon sponsored product ads is more profitable than ever before. However, at the same time, it will also be more expensive. Since Amazon ads are PPC, the more popular your product becomes, the more you’ll have to pay. So the best thing to do is to opt for a product with high profit margins. Then, you’ll be able to allocate some of those margins for the ads.


Will this feature increase my advertising costs?


Since the ads operate on a cost-per-click basis, your costs will depend on your campaign settings and the competition for your chosen keywords. Expanding to premium apps and websites may increase the visibility and potentially the CPC due to higher demand. Make sure to use manual targeting campaigns instead of automatic targeting campaigns for better control over your keywords.


How can I ensure my ads appear on specific premium platforms like Pinterest or BuzzFeed?


Amazon automatically places ads on these platforms based on the content relevance and the target audience’s interests. While you cannot directly choose specific platforms for their ads, ensuring your product listings are accurately categorized and using relevant keywords can increase the likelihood of appearing on preferred sites.


What happens if my product runs out of stock?


If your product goes out of stock, your Sponsored Product Ads will automatically pause to ensure a positive customer experience. Once your product is back in stock, the ads will resume, provided your campaign is still active and funded.


Can I use this feature to target international customers?


Currently, the focus is on reaching audiences where these premium apps and websites have significant engagement. If these platforms operate in your target international markets and your Amazon Seller account is enabled for those regions, your ads could potentially reach international customers.


How quickly can I expect to see results from my Sponsored Product Ads on these platforms?


The impact can vary based on the competitiveness of your category, the relevance of your ads, and the engagement level of the platform’s audience. Some sellers may see immediate results, while others might need to optimize their campaigns over time to see significant benefits.


Can I opt out of this feature if it doesn’t work for my business?


Yes, you have control over your ad campaigns and can opt out of this expanded placement option at any time through your campaign management settings in Seller Central.




Amazon’s latest initiative of its Sponsored Products Ads enables sellers to connect better with their intended audience. As this feature continues to evolve, it’s expected that both sellers and customers will gain significant advantages. Sellers, make sure your products are ready to take full advantage of this exciting opportunity.


Looking for expert assistance to execute digital advertising strategies on Amazon? Enso Brands offers a comprehensive range of one-stop Amazon services tailored to optimize your performance and maximize your potential on the platform. Contact us today and discover how we can help your business thrive on Amazon!


40 Pages of Amazon Ultimate listing and Design Templates

Transform Your Amazon Presence: Unlock Sales and Dominate with Our Ultimate Listing and Design Templates!

  • Expert advice and insider tips on creating a perfect Amazon listing​
  • Product Insert Template
  • Product Packaging Template
  • Amazon Posts Template

About The Author:

Table of Contents

40 Pages of Amazon Ultimate listing and Design Templates

Transform Your Amazon Presence: Unlock Sales and Dominate with Our Ultimate Listing and Design Templates!

Download Free

40 Pages of Amazon Ultimate listing and Design Templates

Transform Your Amazon Presence: Unlock Sales and Dominate with Our Ultimate Listing and Design Templates!

  • Expert advice and insider tips on creating a perfect Amazon listing​
  • Product Insert Template
  • Product Packaging Template
  • Amazon Posts Template