Overview

Amazon Sponsored Brands allow brand-registered sellers to promote their full catalog across some of the marketplace's most prominent ad placements. With three distinct formats, flexible targeting, and positioning at the top of search results, these campaigns have become a core component of competitive advertising strategies. Here is a breakdown of eligibility requirements, available formats, setup steps, and targeting approaches.

Why Sponsored Brands Deserve Attention

Unlike standard Sponsored Products ads, Sponsored Brands occupy premium placements that include the top of shopping results, within search listings, on product detail pages, and occasionally on the Amazon homepage itself. Each ad unit can feature a brand logo, custom headline, and multiple products simultaneously, giving sellers significantly more control over how shoppers first encounter their brand.

Clicks from these ads can route shoppers to individual product pages, a curated Amazon Store, or custom landing pages. That flexibility makes them effective across the entire purchase funnel — from discovery at the top, to browsing curated selections in the middle, to converting on specific products at the bottom. For sellers in competitive categories, Sponsored Brands work alongside Sponsored Products rather than replacing them.

Eligibility Requirements

Access to Sponsored Brands is limited to sellers enrolled in Amazon Brand Registry who hold an active registered trademark and a professional selling account in good standing. Vendors and authorized agencies managing brand accounts also qualify. Every product featured in an ad must be active, buyable, and compliant with Amazon's advertising policies.

One format-specific requirement to note: Store Spotlight ads require an Amazon Store with at least three sub-pages, each containing unique products. Sellers who have not yet completed Brand Registry should treat that as a prerequisite before planning any Sponsored Brands activity.

Three Ad Formats and Their Best Uses

• Product Collection — The most common starting point, this format displays multiple products alongside a lifestyle image. It works well for showcasing catalog breadth and driving consideration across several ASINs simultaneously.