Amazon Sponsored Products vs Sponsored Brands

Two popular advertising options available to sellers and vendors are Amazon Sponsored Products vs Amazon Sponsored Brands. 

While both offer benefits, understanding their differences is necessary to make informed decisions and optimize your advertising strategy. 

According to a 2022 benchmarking report, those who use Sponsored Products campaigns through Amazon ads spent between 13% to 79%. 

Sponsored Brands ads help drive brand discovery with shoppers in the discovery stage and help brands reach new customers. 

Amazon Sponsored Products vs Sponsored Brands

What are Amazon Sponsored Products?

Amazon Sponsored Products are pay-per-click (PPC) ads that appear alongside organic search results on Amazon. 

They are designed to promote specific products and drive customers directly to your product detail pages. 

Sponsored products are a great way to increase your product visibility, attract new customers, and boost your sales. 

What are Amazon Sponsored Brands?

Amazon Sponsored Brands are banner ads that appear at the top of search results pages and on product detail pages. 

They allow you to showcase multiple products from your brand or product line, creating brand awareness and driving traffic to your brand’s storefront. 

Sponsored Brands can be a powerful tool for increasing brand recognition and driving sales. 

How to Create Amazon Sponsored Products?

Creating Amazon Sponsored Product ads involves a series of steps to ensure your ads are effective and reach your target audience.

Set up a campaign: Create a new campaign and choose the relevant product categories. Consider your target audience and the products you want to promote when selecting categories, helping you ensure your ads are shown to the right people. 

Create ad groups: Group your products into ad groups based on similar characteristics, helping you manage your bids and keywords more efficiently. For example, you could create ad groups based on your product type, brand, or price. 

Research and select relevant keywords: Use keyword research tools to identify relevant keywords that potential customers are searching for. Consider both broad and specific keywords to capture a wider audience. The more relevant your keywords are, the more likely your ads will be shown to interested customers. 

Set competitive bids: Determine your maximum bid for each keyword. Your bid is the maximum amount you’re willing to pay per click on your ad. It’s important to set competitive bids to make sure your ads appear at the top of the search results. However, you don’t want to bid too high and waste your budget. 

Write compelling ad copy: Create ad copy that is engaging and informative. Include your product’s name, a strong call to action, and any relevant benefits or features. Your ad copy should entice customers to click on your ad and learn more about your product. 

How to create Amazon Sponsored Brands?

Creating Amazon Sponsored Brands involves the following: 

  1. Set up a campaign: Create a new campaign and choose the relevant product categories. 
  2. Create a headline: Write a compelling headline that captures attention. 
  3. Choose a logo: Select a logo to represent your brand. 
  4. Select products: Choose up to three products to feature in your ad. 
  5. Set a bid: Determine your maximum bid for the campaign. 

How to be Eligible for Amazon Sponsored Products and Amazon Sponsored Brands?

To be eligible for Amazon Sponsored Products and Amazon Sponsored Brand ads, you must have an active Amazon Seller account and be in good standing. 

This means that you must comply with Amazon’s policies and guidelines, have a positive seller rating, and maintain a healthy inventory level. 

Additionally, you may need to meet specific requirements, such as having a certain number of products listed or achieving a minimum sales volume. 

What are the Targeting Options in Amazon Sponsored Product and Amazon Sponsored Brands?

Both Amazon Sponsored Products and Sponsored Brand Ads Amazon offer a range of targeting options to help you reach your desired audience. 

Target specific keywords that potential customers are search for, allowing you to precisely target customers who are actively looking for products or services related to your offeirngs. 

Target products that are similar to yours or complementary to your brand, enabling you to reach customers who are interested in similar products or may be interested in purchasing additional items related to your brand. 

Target specific demographics, interests, and behaviors, allowing you to reach customers who are more likely to be interested in your products or services based on their characteristics and preferences. 

Amazon Sponsored Products vs Sponsored Brands: In-Depth Comparison

FeatureAmazon Sponsored ProductsAmazon Sponsored Brands
Primary GoalDrive product salesIncrease brand awareness and drive traffic to your storefront
Targeting OptionsKeyword, product, audienceKeyword, product, audience
Ad FormatProduct listingsBanner ads
PlacementAlongside organic search resultsAt the top of search results and on product detail pages
Best forSmall businesses and sellers with specific products to promoteLarger brands looking to build brand recognition and drive traffic to their storefront
CostPay-per-click (PPC)Pay-per-click (PPC)
Key ConsiderationsProduct-level targeting, competitive biddingBrand-level targeting, creative design

In-Depth Comparison

Amazon Sponsored Products are ideal for driving product sales and increasing conversions. They allow you to target specific products and reach customers who are actively searching for those products. On the other hand, Amazon Sponsred Brands are better suited for building brand awareness and driving traffic to your storefront, allowing you to showcase multiple products from your brand and create a more holistic brand experience. 

Both Amazon Sponsored Products and Sponsored Brands offer keyword, product, and audience targeting options. However, Sponsored Products provide more granular product-level targeting, allowing you to target specific products or variations within a product line. 

Sponsored Brands, on the other hand, focus on brand-level targeting, allowing you to promote your entire brand or specific product lines. 

Sponsored Products appear as product listings alongside organic search results, while Sponsored Brands are banner ads that appear at the top of search results and on product detail pages. Sponsored Products provide a more direct and product-focused apprach, while Sponsored Brands offer a more visual and impactful way to showcase your brand. 

Sponsored Products are placed alongside organic search results, making them more likely to be seen by customers who are actively searching for products. Sponsored Brands, on the other hand, appear at the top of search results and on product detail pages, providing greater visibility and prominence. 

Sponsored products are best suited for small businesses and sellers with specific products to promote. They are a cost-effective way to drive sales and increase conversions. Sponsored Brands, on the other hand, are more suitable for larger brands looking to build brand recognition and drive traffic to their storefront.