Do I need Sponsored Brands and Sponsored Display or just Sponsored Products?
An in-depth look at do i need sponsored brands and sponsored display or just sponsored products and what it means for your business. Full answer and strategy on the Amazon Ads page.
Sponsored Products should come first, always. These are the ads that appear directly in Amazon search results when someone searches for your product or a related term.
They run on a cost-per-click model, they are keyword-driven, and they are the closest thing Amazon advertising has to Google Search. If you are not running Sponsored Products, you are not really advertising on Amazon.
Sponsored Brands are the banner-style ads that show your brand logo, a custom headline, and a selection of products at the top of search results.
They are most useful once you have more than one product and want to drive brand recognition on the platform. For a single-product seller, they are less essential early on.
For a brand with a catalog of five or more SKUs, Sponsored Brands let you tell a story at the top of the page rather than just competing for a single product placement.
Sponsored Display ads work differently from the other two. They are not keyword-targeted. They target audiences, either people who have viewed your product, people who have viewed competitor products, or people who have shopped in your category.
They show up on product detail pages, in search results, and off Amazon on third-party sites. For remarketing, they are valuable. For a new product with no view history yet, they are less useful than Sponsored Products.
The practical answer for most sellers is to start with Sponsored Products, build out a clean campaign structure with tight ad groups and a proper negative keyword list, and get your ACOS to a profitable level before adding the other formats.
Sponsored Brands and Sponsored Display can amplify what is already working. They cannot fix a Sponsored Products account that is losing money.