Differences Between the Various Sponsored Ads on Amazon

Amazon Ads is an essential advertising tool for sellers and brands looking to increase their visibility and sales on the platform. Within the Amazon Ads options, Sponsored Ads are particularly popular for their effectiveness and versatility. This article presents the three main types of Sponsored Ads: Sponsored Products, Sponsored Brands, and Sponsored Display. I analyze their differences, specifications, and how to use them to maximize your results on Amazon.

1. Sponsored Products

Sponsored Products is the most commonly used ad type on Amazon, ideal for promoting individual products within the platform. These ads are organically integrated into the shopping experience, appearing in key locations such as search results and product detail pages.

Specifications

• Objective: Promote individual products to increase sales and visibility.
• Ad Locations:
• Search results.
• Product detail pages.
• Format: Ads that include a product image, title, price, and, in some cases, reviews.
• Cost: Pay-per-click (PPC) based on a bidding model.
• Targeting:
• Manual: Selection of specific keywords to bid on.
• Automatic: Amazon selects keywords based on the product listing content.

Benefits

• High Visibility: Appear in strategic positions, such as the top of search results.
• Easy to Set Up: Ideal for sellers of all levels, as it is simple to configure and manage.
• Budget Control: You can set a daily budget and adjust it as needed.
• Measurable Results: Amazon provides detailed data on impressions, clicks, sales, and ACoS (Advertising Cost of Sales).

When to Use Sponsored Products

• Product Launch: Ideal for increasing the visibility of new products.
• Sales Promotion: Useful for boosting sales during promotions or key seasons.
• Maximizing Conversions: To capture users who are already searching for products similar to yours.

2. Sponsored Brands

Sponsored Brands, formerly known as Headline Search Ads, are designed to improve brand recognition on Amazon. These ads allow promoting multiple products simultaneously, along with the brand’s logo and a personalized message.

Specifications

• Objective: Increase brand recognition and drive traffic to the brand store or a customized product page.
• Ad Locations:
• Top of search results.
• Selected sections within Amazon.
• Format:
• Includes the brand logo, a personalized headline, and up to three featured products.
• Ads can direct to the brand store, a customized search page, or a product detail page.
• Cost: Pay-per-click (PPC) based on a bidding model.
• Targeting:
• Manual: Selection of specific keywords that trigger the ad.

Benefits

• Brand Promotion: Highlight the brand’s logo and message, strengthening its identity in consumers’ minds.
• Versatile Traffic Direction: You can direct users to various destinations, such as the brand store or a customized search page.
• Increased Visibility: By appearing at the top of search results, these ads capture users’ attention immediately.
• Detailed Metrics: Access to data on ad performance, including impressions, clicks, and sales generated.

When to Use Sponsored Brands

• Brand Building: When the primary goal is to increase brand recognition on Amazon.
• Promoting Multiple Products: Ideal for highlighting collections or a range of specific products.
• Driving Traffic to the Brand Store: If you have a brand store on Amazon, these ads can help direct significant traffic to it.

3. Sponsored Display

Sponsored Display is a more advanced advertising option that allows brands and sellers to target audiences both within and outside of Amazon. This type of ad is based on behavioral targeting, using retargeting to reach users who have shown prior interest in similar products.

Specifications

• Objective: Re-engage potential buyers and expand audience reach both within and outside of Amazon.
• Ad Locations:
• Within Amazon: Product detail pages, search results, homepages.
• Outside Amazon: Websites and apps that are part of the Amazon network.
• Format:
• Ads that include a product image, price, and, in some cases, reviews.
• Can direct to the product page or the brand store.
• Cost: Pay-per-click (PPC) or cost-per-thousand-impressions (CPM), depending on the campaign strategy.
• Targeting:
• Automatic: Amazon uses audience data to show ads to relevant users.
• Manual: Selection of audience segments based on interests, product categories, or purchasing behavior.

Benefits

• Effective Retargeting: Ideal for re-engaging users who have already shown interest in your products, increasing the likelihood of conversion.
• Audience Expansion: Ads can reach users outside of Amazon, expanding the brand’s reach and visibility.
• Intelligent Automation: Amazon automatically adjusts targeting and bids in real-time to maximize relevance and conversions.
• Control over User Experience: Ads can direct users to a specific product page or the brand store, offering flexibility in marketing strategy.

When to Use Sponsored Display

• Retargeting Strategies: To re-engage users who visited similar or complementary products but did not complete the purchase.
• Expanding Reach: To reach audiences outside of Amazon, especially on websites and apps that are part of the Amazon network.
• Ongoing Promotion: Ideal for maintaining the visibility of your products to relevant audiences over time.