Overview

Amazon’s Sponsored Brand advertising gives brand‑registered sellers a dedicated space on the search results page to display a logo, a custom headline, and up to three product listings. Introduced in 2017, the format is built to lift brand visibility, funnel shoppers to a storefront, and accelerate sales of chosen SKUs. Ignoring this channel can let rivals capture the attention of buyers who are actively searching for related products.

Key Points

• Ad layout options — Sellers can choose from a static headline image, a carousel that scrolls through three products, or a short video, each supporting a maximum of three ASINs.
• Targeting choices — Campaigns may rely on manual keyword targeting, manual product targeting, or an automatic mode where Amazon’s algorithm matches the ad to relevant search queries.
• Cost‑per‑click pricing — The platform runs on CPC; the floor bid is $0.02, yet competitive categories typically see bids ranging from $0.50 to $1.00 per click to win prime placement.
• Performance data provided — Amazon reports impressions, clicks, click‑through rate (CTR), advertising cost of sales (ACoS), and the total sales directly attributed to the ad.
• Budget flexibility — Daily budgets can be as low as $1, and advertisers may pause, edit, or delete campaigns at any moment without incurring additional fees.
• Creative requirements — High‑resolution banner images must be at least 1200 × 300 px, and video ads need a 15‑second MP4 clip that meets Amazon’s technical specifications.

How Sponsored Brand Ads Work

1. Create the campaign — In Seller Central’s Advertising hub, select “Create campaign” and then “Sponsored Brands”; for instance, a seller of artisanal coffee might label the effort “Spring Roast Launch” and set a $25 daily budget.
2. Pick the ad format — Choose between headline, product collection, or video; a skincare line could launch a 15‑second video demonstrating product texture, while a tool retailer might opt for a carousel showcasing three top‑selling drills.