Two Simple Sponsored Brands Tweaks That Can Improve Your Ad Performance
Amazon released two 30‑second tutorial videos showing how to (1) link Sponsored Brands headlines to a Store page and (2) replace the default white‑background image with a custom lifestyle photo. Tests show CTR can rise up to 30% and ROAS from 3.1× to 4.5×, while Store‑linked ads lift average order value 15‑20% in internal tests.
Overview
Amazon has released two concise training videos that show sellers how to (1) direct Sponsored Brands traffic to their Amazon Store instead of a single product page, and (2) replace default white‑background images with custom lifestyle photos. Implementing these tweaks takes only seconds per campaign but can lift click‑through rates (CTR) and return on ad spend (ROAS) for most advertisers.
Key Points
- Store‑linked ads — Redirecting a Sponsored Brands headline to your full Store lets shoppers browse the entire catalog, often raising average order value by 15%‑20% in Amazon’s internal tests.
- Lifestyle creatives — Adding a real‑world photo (e.g., a cookware set on a kitchen counter) can boost CTR by up to 30% compared with plain product shots.
- Quick‑learn videos — Each tutorial runs about 30 seconds, meaning even sellers with limited time can apply the changes within a single work session.
- No extra spend — Both optimizations use existing campaign budgets; the performance lift comes from better user experience, not higher bids.
- Resolution requirement — Amazon recommends a minimum of 1,200 × 628 pixels for lifestyle images to ensure crisp display on desktop, mobile, and tablet.
- A/B testing friendly — Duplicating an existing campaign and applying one tweak at a time lets you measure impact on CTR, cost‑per‑click (CPC), and ROAS before a full rollout.
How the Two Sponsored Brands Tweaks Work
- Link to Store — In the campaign builder, select “Store landing page” instead of “Product detail page.” For example, a seller of organic teas can point the ad to a Store page that showcases all tea blends, brewing accessories, and a brand story, rather than sending shoppers directly to a single Earl Grey listing.
- Upload Lifestyle Image — In the creative section, click “Add custom image” and upload a high‑resolution lifestyle photo that features the product in use. A backpack brand might use a mountain‑trail shot where the pack is clearly visible on a hiker’s back, meeting Amazon’s 1,200 × 628‑pixel guideline.
Analysis & Recommendations
Why This Matters
Applying the Store link and lifestyle image can boost click‑through rates by up to 30% and increase ROAS by more than 1.4×, translating to higher sales without extra spend. The changes require only seconds per campaign, making them a quick win for most sellers.
Key Takeaways
- Linking a Sponsored Brands headline to a Store can raise average order value by 15‑20% in Amazon tests.
- Using a lifestyle image (minimum 1,200 × 628 px) can increase CTR by up to 30% versus a plain product shot.
- A real‑world case showed CTR grow from 1.2% to 1.7% and ROAS from 3.1× to 4.5× after applying both tweaks.
- Both optimizations use existing campaign budgets; no higher bids are required.
Recommended Actions
- →In Seller Central > Advertising > Campaign Manager, duplicate a high‑spending Sponsored Brands campaign.
- →Edit the duplicate: set ‘Landing page’ to ‘Store landing page’ and upload a 1,200 × 628 px lifestyle image in the creative section.
- →Launch the test campaign, monitor CTR, CPC, and ROAS for 7 days, then compare against the original campaign.
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