Amazon Sponsored Products vs Amazon Sponsored Brands

Amazon PPC

Amazon Sponsored Brands vs Amazon Sponsored Products: An In-Depth Guide

Amazon Sponsored Products and Amazon Sponsored Brands are two types of PPC ad placements available through Amazon’s Campaign Manager in Seller Central. Although these tools may appear similar at first glance, each of them has unique features and advantages. To make an informed decision about which option suits your objectives, scroll down below.


What Are Amazon Sponsored Brands?

Amazon PPC

Amazon Sponsored Brands, formerly known as Headline Search Ads, are tailored ads for sellers who wish to promote their entire brand. These ads appear at the top of search results or product detail pages whenever products linked to your brand are being searched for. Upon clicking, customers are directed to your brand store, enhancing their engagement.

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The main elements of Sponsored Brands Ads are the brand logo, a custom headline of your choice, and up to three featured products or a product video. While these ads are effective, it’s important to note that they generally come with a higher CPC compared to Sponsored Product Ads.



There are multiple benefits to using Amazon Sponsored Brand Ads which include:


Multiple Product Promotion: Sponsored Brand Ads lets you highlight a selection of products or a product video, allowing you to showcase your brand’s diverse offerings in a single ad.


Brand Exposure: By occupying a prime position in search results and product pages, Sponsored Brands significantly enhance your brand’s visibility among potential customers.


Brand Differentiator: Amazon Sponsored Ads enable you to craft a unique headline, effectively communicating your brand’s message and differentiating yourself from competitors.


Eligibility Criteria for Amazon Sponsored Brands


To access the benefits of Sponsored Brands, you must meet the following criteria:

  1. You must be a registered member of the Brand Registry Program.
  2. You must be able to ship to all US addresses.
  3. Your product must belong to one or more of the eligible categories which include:
  • Automotive
  • Arts, Crafts, and Sewing
  • Baby Products
  • Beauty
  • Computers and Electronics
  • Consumer Packaged Goods
  • Clothing and Accessories
  • Collectibles
  • Fine Art and Furniture
  • Grocery and Gourmet Food
  • Health and Personal Care Products
  • Home and Kitchen
  • Industrial and Scientific
  • Luggage
  • Mobile and Accessories
  • Movies and TV
  • Music and Musical Instruments
  • Office Products
  • Patio, Lawn, Home, and Garden
  • Pet Supplies
  • Shoes
  • Sports and Collectibles
  • Software
  • Tools and Home Improvement
  • Toys and Games
  • Video Games
  • Watches

Best Practices for Using Amazon Sponsored Brands


Sponsored Brands are an effective way to spotlight your brand and its products on search results and the product detail page. However, to ensure the most bang for your advertising buck, it’s essential to know these best practices:

Feature the Right Products

Ensure you’re promoting products that are popular, have good reviews, and are in stock. Spotlighting these can drive better engagement and sales.


Combine Engaging Headlines with Clear Calls to Action


While an attractive headline can grab attention, pairing it with a compelling call to action can drive clicks and conversions.


Use the Right Logo


Ensure your brand logo adheres to the Sponsored Brands creative guidelines. A professional, clear logo fosters trust and brand recognition.


Check Your Grammar and Style


Ensure that your copy is accurate by double-checking for incorrect punctuation, spelling, and capitalization. Amazon will flag advertisements containing such mistakes.


Pay Attention to Promotions and Holidays


Align your ads with promotions, deals, or seasonal events. By highlighting special offers during peak shopping times, you can attract more customers and boost sales.


Analyze and Adjust


Consistently monitor your campaign’s performance. Make necessary tweaks based on data to improve results over time.

What Are Amazon Sponsored Products?

Amazon Sponsored Products, also known as SPA (Sponsored Products Ads), are designed to promote individual products. These ads appear in search results and on product detail pages, targeting users through relevant keywords or related products. This makes it more likely for potential customers to notice and consider your product.


The main components of a Sponsored Products ad are the product image, title, and price. When shoppers click on the ad, they’re taken directly to your product’s listing, tapping into their immediate purchase interest.



When it comes to strategically promoting your products on Amazon, Sponsored Products stand as a powerful tool in your marketing arsenal. Below are the benefits of using this tool:


Helps to Reach Target Audience: Sponsored Products help you connect with your intended audience, ensuring your products are shown to those actively seeking them.


Exposure to Selected Products: These ads provide focused exposure to specific products, boosting their chances of conversion.


Overall Performance Enhancement: Sponsored Products not only promote your products but also contribute to improving your overall store performance.


Eligibility Criteria for Sponsored Products


To leverage Amazon Sponsored Products, you must meet the following criteria:

  1. You must offer products in the eligible categories mentioned earlier.
  2. You must have a professional seller account.
  3. You must sell new products (used or refurbished products are not eligible).
  4. You must be eligible for the Buy Box.

Best Practices for Using Amazon Sponsored Products


Amazon Sponsored Products is a potent tool to draw customers right to your individual product listings. Like all advertising tools, its effectiveness depends on your strategy. Here are some of the best practices for using Amazon Sponsored Products:


Keep Your Products Reasonably Priced


Competitive pricing can set you apart. Ensure your product pricing is in line with market trends and offers good value for money.


Pick Products With Positive Customer Reviews


When selecting products to promote through Amazon Sponsored Products, ensure they have a minimum of 5 customer reviews and a rating of 3.5 stars or higher.


Feature High-Quality, Zoomable Images


Ensure that your product images are of high quality and at least 1000 pixels in height or width. This gives potential buyers a clear view of what they’re purchasing.


Create a Strong Product Title


An engaging and informative title can significantly boost click-through rates. Make sure that your title is descriptive and contains key attributes of the product.


Ensure Sufficient Stock


Before advertising a product through Amazon Sponsored Products, ensure you have ample stock. An out-of-stock product after a click-through can lead to a disappointed customer and wasted ad spend.


Optimize Your Bidding Strategy


Allocate your budget wisely and be ready to adjust based on the performance metrics.

How to Access Amazon Sponsored Brands and Amazon Sponsored Products


To access Sponsored Products and Sponsored Brands, follow the steps below:


  1. Log into your Amazon Seller Central Account.
  2. Proceed to the Advertising Tab. Then, access Campaign Manager.
  3. Click on Create Campaign and select the tool you wish to use.

What Are Amazon Sponsored Display Ads?

In addition to Sponsored Products and Sponsored Brands, you will find another ad group in Campaign Manager known as Amazon Sponsored Display Ads. These ads are a self-service advertising solution that provides a broader reach and leverages real-time data from Amazon to target shoppers who’ve viewed your products or similar items but did not make a purchase. They appear not only on Amazon product detail pages but also on third-party websites and apps, allowing you to re-engage customers even outside Amazon.




Navigating Amazon’s advertising tools can seem daunting, but understanding the core differences and benefits of Sponsored Brands and Sponsored Products can lead to significant returns. Remember that eligibility criteria vary for each type, so ensure you meet the prerequisites before launching your ad campaign.


Looking for expert assistance in managing your Amazon seller account? 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!

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