Launch announcement

Automatic headline localisation now available for Sponsored Brands campaigns

18 December 2023

What’s launched?

Amazon Ads has made it easier for advertisers to create policy compliant Sponsored Brands campaigns in marketplaces where they are unfamiliar with the local language. Now, if advertisers input a headline to their Sponsored Brands campaign that does not match the language requirements of the country, they can opt to have their headline auto-localized into the country’s local language. Localisation takes up to 24 hours, and the campaign goes live automatically once the headline is localised. This localisation service is offered to advertisers at no extra cost and comes with quality assured by professional linguists. At launch, the service supports translation for English headlines input in German, French, Italian and Spanish.

Option to auto-localise headlines during Sponsored Brands campaign creation

Why is it important?

This new localisation experience can help advertisers expand their brand to additional marketplaces using existing brand creative headlines without the risk of having campaigns rejected, or needing to coordinate with external agencies to have creatives translated to different languages.

Where is the feature available?

Europe: Germany, Spain, France, Italy

Who can use it?

Vendors
Registered sellers

Where do I access it?

Amazon Ads APIs

API specific

We are launching a new feature to enable advertisers to localize their creative headlines to match the local country’s language when creating a Sponsored Brands store spotlight, product collection or brand video campaign. For the following Sponsored Brands APIs, we have added a new property consentToTranslate, to the creative model to signal to the downstream services that the headline should be translated to the marketplace’s default language.

These new properties are listed below.

consentToTranslate: This is the consent added when the ad was created enabling translation of headline into the marketplace default language. For Brand Video campaigns, this consent applies to all assets in the creative, i.e. headline and video
originalHeadline: This is the original headline that was submitted by the advertiser. Because the headline will be translated, we wanted to give advertisers a way to also have their original headline in the response

With these new properties, there will be a change in behavior of the existing field in creative APIs:

Headline: If “consentToTranslate” is set to true and translation is SUCCESSFUL then “headline” will return the translated headline whereas “originalHeadline” will return the original headline entered by the customer. In all other cases, “headline” will return the original headline entered by the customer.

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