Your complete guide to Sponsored Brands

As you read this, Amazon shoppers are searching for products and brands like yours. Sponsored Brands helps you reach more of those shoppers, helping them discover your brand and products.

• Increased visibility: Sponsored Brands help capture the attention of shoppers who are actively looking for brands and products like yours, appearing in high-visibility placements.
• Brand differentiation: Help your brand stand out with customizable, rich creatives that convey what’s unique about your products
• Increased traffic: Ads can help direct shoppers to an individual product detail page, a custom landing page displaying a selection of your products, or your Brand Store.
• Brand loyalty: Helps encourage repeat purchases by linking your Sponsored Brands ad to your Brand Store, helping customers find additional products in your catalog.

• Ideal for: driving brand awareness, consideration, customer acquisition, loyalty
• Targeting options: keywords, categories, products
• Reach: Amazon store shoppers
• Available ad formats: product collections, Brand Store spotlight, video
• Placement: on top and within shopping results and/or product detail pages, both on mobile and desktop devices
• Destination: When shoppers click on your ad, they can be directed to your product detail page, your Brand Store, or new landing page.
• Creative: customizable video, or lifestyle images
• Pricing: cost-per-click, cost per thousand impressions, and daily budget options
• Who can use it: sellers enrolled in the Amazon Brand Registry, vendors, and agencies

Promote multiple products alongside a lifestyle image of your choice. Options can include imagery representing your brand, or showcasing your product in use or context. Your landing page options include your Brand Store, a simple landing page, or a custom landing page. Amazon promotes your deals by automatically displaying a new CTA (call to action) with deals and messaging.

You’ve spent time curating a compelling Brand Store. Next, help more shoppers find it. You can showcase up to three Brand Store sub-pages in your Sponsored Brands campaign, and customize the headline along with the sub-page image and label. Your Brand Store must have at least three sub-pages to be eligible, with a unique product on each sub-page. The first three sub-pages of your Brand Store will be preselected for your Sponsored Brands creative, but you have the option to change which sub-page to feature. You can also enter a custom headline, select a brand logo, and change the labels and images that represent the sub-pages in your campaign.

Sponsored Brands video displays a six to 45-second, auto-playing video in shopping results, appearing for select keywords that are relevant to your product. When shoppers click on your video ad, they’re taken to the product detail page where they can learn more and purchase. While you can create your video campaign in a similar way as other Sponsored Brands formats, Sponsored Brands video has its own ad placement and auction. This means that running a Sponsored Brands video ad campaign won’t compete against other self-service ad campaigns you may be running.

• Cost per click (CPC), which means you pay each time someone clicks on your ad.
• Cost per thousand (vCPM), which means you’re charged for every 1,000 viewable impressions of your ad.

• First, register for sponsored ads.
• Sign into your account, click “Create campaign,” and choose “Sponsored Brands.”
• Give your campaign a name and choose your settings. This is where you set the start and end dates for your campaign, and define your budget. We recommend running your campaign with no end date; you can pause it at any time. For your budget, we recommend budgeting at least $10 daily to help keep your ads showing throughout the day. You can change your budget at any time.
• Select your ad format. If you need help with your video creative, click “Use our video builder templates” to access video builder.
• Under “Landing Page,” choose whether you want to drive shoppers directly to your Brand Store, to a product detail page, or to a new landing page.
• Choose your targeting method:
• Keyword targeting: Think of shopping search terms customers use to find products similar to yours and choose keywords to help your products appear in those shopper queries.
• Product targeting: Choose categories or specific products to target your ads. Categories can be refined by brand, price range, or review ratings. We recommend including both categories and specific products to help maximize your ad’s reach.

Depending on the targeting method you choose, you’ll also have an option to add negative targeting to your campaign. Negative targeting helps prevent your ads from appearing on specific shopping results or detail pages that don’t meet your performance goals. This can help refine your audiences and improve your return on spend.

• Upload your creative, which can be a static image or video featuring your product or brand.
• Submit your ad for review. (Your ad will be reviewed within 72 hours.)

Though you can only choose one targeting type per campaign (keyword or product targeting), we recommend including both in your overall advertising strategy for optimum reach. Also consider the following best practices for each targeting type.

• Include at least 25 keywords in your campaign, mixing broad, phrase, and exact keywords. Broad match helps give you the widest traffic exposure, while phrase and exact match help you fine-tune traffic to your ads.
• If you want a certain word to always appear in any broad-matched keyword, add a broad match modifier by adding a + symbol before the word. (Example: If you use a keyword “+men shoes” with broad match, your ad will only match to queries that contain the word “men.” The ad may match to “running shoes for men,” but not to “running shoes.”)
• More than a quarter of shoppers shop across multiple brands, so it’s important to be competitive against both category-level shopping queries and branded shopping queries (searches containing your brand name and product names).
• Add negative targeting to your campaigns to prevent your ads from appearing on shopping results pages that don’t meet your performance goals.
• Use your Sponsored Brands search term report to understand how customers are discovering your products. Identify the queries generating the most clicks and sales, and bid more competitively on these keywords.

• With product targeting, you can broaden your reach by targeting entire categories, or be very precise by targeting specific products.
• Use individual product targeting if you are interested in brand up-selling and cross-selling, and if you prioritize driving customer loyalty (repeat purchases).
• Use category targeting if you are interested in growing your reach for awareness and consideration, and if you are running broad acquisition campaigns. This tactic is also a good option if you want to easily target all products within a category.

Help your ad stand out by making small adjustments to your messaging and visual elements.

• When running a product collection ad format, you can let Amazon Ads automatically find relevant products to show in your ad. This product optimization feature dynamically selects the most contextually relevant products from your landing page, so your ads change to match each shopping query.
• You can also manually select products to feature in your ad. When doing this, let your keyword strategy dictate your selection. (For example, if you’re targeting “headphones,” you should show an assortment of headphones in your ad.)
• If you choose to let Amazon Ads dynamically optimize your ad, avoid writing about specific products in your headline. Keep your message more general, centered on your value proposition or overall selection, so shoppers understand your ad no matter which products show.

• Use your brand’s registered logo; not the brand you are promoting, unless you have the legal right to use the promoted brand’s logo.
• Ensure your logo meets the Sponsored Brands creative guidelines. Otherwise, your ad will be paused.

• What makes your brand or products unique? Why should shoppers consider your items? Keep your messaging concise and benefit-oriented, and pair your headline with a strong call to action like “Learn more.”
• If you’re showcasing a new item or seasonal collection in your ad, it can help to point this out in the headline.

• Because Sponsored Brands ads are customizable, you have the opportunity to test various elements and learn what resonates most with shoppers.
• Clone your campaign and change one variable at a time — your headline, for instance. Comparing two versions of a single variable allows you to run simple, effective experiments.
• You can also test bigger variables such as custom images vs. lifestyle images, or compare ad formats like product collection vs. Brand Store spotlight.

• Impressions: To magnify consumer awareness of your brand, prioritize reach and visibility metrics over conversions. To that end, your goal should be to get shoppers to see and click on your ad, so you’ll want to track impressions and click-through rate (CTR) in your advertising reports.
• New-to-brand metrics: As your ads help new shoppers discover your brand, you’ll have the opportunity to turn them into customers. You’ll have access to a suite of new-to-brand metrics to help you measure orders and sales over the last 12 months from first-time customers of your brand on Amazon. This helps you understand how many new customers you’ve acquired in the last 12 months, estimate the cost of acquisition per customer, and develop strategies for growing your consumer base.
• Return on ad spend (ROAS): This metric helps you evaluate the overall effectiveness of your campaign, ad group, product, or targeting strategy. The higher your ROAS, the better. However, high ROAS shouldn’t be your primary success metric with Sponsored Brands, which is designed to promote discovery with shoppers who are browsing what to buy. Driving first-time purchases often costs more than driving repeat purchases. We recommend referring to new-to-brand metrics to measure the impact of your campaign in driving new customers. You can also try optimizing your bids and keywords, as they also affect your ROAS.

As an advertiser, you can access your campaign performance metrics in two ways: (1) in your advertising console campaign dashboard, or (2) by downloading your reports.

To access your metrics in the campaign dashboard:

• Sign in to your ad console.
• Go to Campaigns, then Management.
• Select any of your campaigns. Performance metrics will automatically populate your dashboard.
• If you want to add metrics in the dashboard, navigate to Columns, then Customize columns to select which metrics you want to display in your campaign dashboard.

To download reports:

• Sign in to your ad console.
• Go to Reports, then Create report.
• In the configuration section, select Sponsored Brands as the campaign type, then select the report type you want to download.
• As an option, you can designate a recipient of the report by entering an email address in the delivery section.
• Once you fill in necessary fields, click “Run report” on the top-right corner of the page.
• When reports are ready, you will find them available to download in the Reports tab within the console. If you specified a recipient in the delivery section, the report will also be delivered to the email address entered.

• Brand Follow: Foster long-term connections by enabling shoppers to follow your Brand Store with just one click.
• Posts: Use inspiring lifestyle images and videos to help boost product discovery, and reach shoppers at no cost in organic shopping feeds.
• Sponsored Products: Promote product listings to drive traffic to product pages and increase sales.
• Sponsored Display: Engage shoppers who either showed interest in categories related to your promoted product, or viewed your product’s detail page but did not purchase.
• Sponsored TV: Reach new customers through streaming TV, and on Amazon-owned and partner websites.