Overview

In 2023 Amazon introduced a bundle of changes that touch Sponsored Brands ad layouts, bid automation, the size of the top‑of‑page carousel, mobile‑first product pages, a new relevance test that favors early sales velocity, and a fresh “conversion lift” metric in the advertising console. Sellers who adjust their campaigns and listings to these updates can safeguard their ad budgets, capture more prime‑time traffic, and see higher conversion rates on both desktop and mobile.

Key Points

• Sponsored Brands visual shift — The brand emblem now appears above the headline, so a vendor of kitchen tools sees the logo leading the ad before the product carousel, which can improve brand recall.
• Auto‑adjust bid feature — Amazon added an option that automatically raises bids for keywords that show strong conversion signals during high‑traffic windows such as the evening of Prime Day, allowing sellers to win more impressions when shoppers are most ready to buy.
• Top‑page carousel capacity increase — The primary carousel can now showcase up to eight Sponsored Brands items instead of six, giving a tea company the ability to display additional SKUs without incurring extra ad spend.
• Mobile “Buy Box” anchoring — On smartphones the “Add to Cart” button is pinned to the bottom of the screen, meaning a buyer scrolling through a yoga‑mat listing can add the product without having to scroll back up, which reduces friction for mobile‑centric shoppers.
• Relevance algorithm test — Amazon is trialing a ranking model that gives greater weight to recent sales velocity, so a newly launched Bluetooth speaker can climb higher in search results if it generates early sales momentum.
• Conversion lift reporting — The advertising dashboard now includes a metric that isolates the sales lift attributable to ads versus organic traffic for the same SKU, giving sellers a clearer picture of true return on ad spend.

How the Updates Work

1. Sponsored Brands redesign — When launching a Sponsored Brands campaign, sellers choose the “Logo‑above headline” template; the ad then renders with the brand logo at the top, followed by a headline and up to three product images. For instance, a pet‑accessories brand uploads a high‑resolution paw‑print logo and a concise tagline, resulting in the logo being the first visual element shoppers see, which can boost brand awareness.