Amazon Sponsored Brand Ads: What You Need to Know

Selling millions of products each year partnered with various small and medium-sized businesses, Amazon dominates the e-commerce sphere. The retailer sees 13% of global e-commerce sales and nearly 40% of U.S. e-commerce

As a business owner selling on the world’s biggest e-commerce platform, you know how critical quality advertising is to make your brand stand out. In particular, Amazon Sponsored Brand ads are vital to your advertising toolkit. Optimizing these ads will help you increase engagement and earn you more sales.

At Click Fluency, we help business owners like you with Amazon ads management and optimization. In this article, we’ve compiled everything you need to know to succeed in the competitive landscape of Amazon sellers using Amazon Sponsored Brand ads.

What Are Amazon Sponsored Brand Ads?

Amazon Sponsored Brand ads are cost-per-click banner ads that generally appear at the top of Amazon’s search engine results page (SERP). You can include a custom headline, brand logo, and multiple products in these ads. You can customize these ads so a potential customer can click on a specific product listing or go to your storefront.

For example, Amazon advertising allows sellers to include video ads for specific product listings. You can use these ads to funnel traffic to selected products instead of your landing page. 

Like Sponsored Products, Amazon Sponsored Brand ads are a form of PPC (pay-per-click) advertising that allows you to tailor your ads to correspond with relevant keywords. The process is simple: A potential customer searches for something that includes one of your relevant keywords, and your products are among the first to appear.

As with any PPC advertising, you can decide the amounts you’re willing to bid on keywords and monitor your daily costs. Amazon Sponsored Brand ads provide the tools you need to adhere to your budget and create ads that perform well.

How Do Amazon Sponsored Brand Ads Work?


Because Amazon Sponsored Brand ads are a form of PPC advertising, the process will include bidding on relevant keywords to increase visibility and generate more traffic. Fortunately, Amazon provides sellers with various marketing tools to help them optimize their ads. These tools include different ad formats to help you create the best advertising experience for your brand.

Product Collection Ads

The Product Collection format lets you spotlight up to three products. From there, you can direct traffic to your Amazon storefront or a landing page you create specifically for these sponsored products.

This format is handy for advertising products that receive less attention and traffic than others. If you create a landing page for your featured products, you can eliminate all distractions for your potential customer and increase the likelihood of purchase.

Store Spotlight Ads

The Store Spotlight ad format is specifically for sponsored brands. You can use your banner ad to funnel traffic directly to your Amazon storefront, where potential customers will find your product selection without any competitor ads cluttering the margins.

This format is beneficial if you’re a brand selling products in various categories. Unlike the Product Collection format, where you can spotlight a line of related products, Store Spotlight allows you to advertise three product categories, establishing your range and creating a shopping experience specific to your brand.

Video Ads

Amazon Sponsored Brand ads can also be in video format. When done right, video advertisements can be eye-catching and help you stand out among your competition. 

Generally, video ads should only be about 15 to 30 seconds long. The goal is to inform your potential customer of everything they need to know within the first five seconds. Likewise, high-quality video ads tend to do much better, so consider hiring a videographer if you aren’t camera-savvy yourself. 

Some tips for video ads:

  • Make the video informative and demonstrate how to use the product.
  • Keep the content short.
  • Amazon videos autoplay without sound, so consider adding captions or text.
  • Get to the point immediately.

How To Create an Amazon Sponsored Brand Ad

Amazon equips sellers with several advertising tools, so creating Sponsored Brand ads is relatively simple. You just have to be a brand-registered Amazon seller.

If you’ve already registered with Amazon, follow these steps:

  1. Go to Seller Central and find the “Advertising” tab. 
  2. From there, click on “Campaign Manager.”
  3. Then, select “Create Campaign.”
  4. A “Settings” window will appear. Here you will enter information about your daily budget, the campaign name, how long you want the ad to run, and which brand you’re promoting. 

After you complete these initial steps, Amazon will ask you which ad format you wish to use. Once you choose your layout, you can get creative! Customize your ad by rearranging the order of products, entering your unique tagline, uploading an image, and more. 

Finally, you’ll choose relevant keywords and determine your bid for each one. Once you do this, you’ll click “submit for review,” and your ad should be good to go as soon as Amazon reviews and approves it.

Are Amazon Sponsored Brand Ads Worth It?

The key benefit of Amazon Sponsored Brand ads is creating a unique shopping experience for potential customers while directing their attention away from your competition. Adding sponsored ads to your digital marketing strategy could be the difference between having a few best-selling products and becoming a dominant storefront in your category.

It’s best to jump at this opportunity now, as Amazon Sponsored Brand ads are becoming more popular among sellers. The numbers don’t lie: Since 2018, Amazon’s revenue from Sponsored Brand ads has doubled, meaning more and more sellers have taken to this advertising method. 

That means your competitors likely have Sponsored Brand ads, too. If you’re a brand-registered seller on Amazon, consider trying Amazon Sponsored Brand ads to see how they perform for your business.

Create Stellar Amazon Ads With Click Fluency

digital marketing experts

If you’re looking for new, more efficient ways to advertise your sponsored Amazon products, consider working alongside a team of digital marketing experts who can help you optimize your advertising strategy. 

Let us help you create the ultimate Amazon Sponsored Brand ads. Contact our team at Click Fluency today to schedule your free strategy session!

Imagine looking at your Amazon account and:

• Seeing a higher return on ad spend
• Not worrying about issues with your seller account because it’s handled by experts
• Feeling in control of your Amazon success
• Spending less time on the complexities

All of this, and so much more, happens when you work with Click Fluency. Schedule a call today to get started.