As an Amazon seller, you know that driving traffic to your products is crucial for success. However, in a highly competitive marketplace, how can you distinguish yourself from other sellers? 

As a brand registered seller on Amazon, sellers have exclusive access to advanced marketing and advertising tools not available to other sellers. Among these tools is the powerful Sponsored Brand Ads feature. With Sponsored Brand Ads, you can elevate your advertising game and reach a wider audience on Amazon.

When utilized effectively, Amazon-sponsored brand ads have the power to attract new customers, enhance product consideration, and generate brand awareness among consumers. 

In this blog post, we will explore in greater detail the concept of Sponsored Brand ads, their functionality, and the process of setting them up effectively to enhance your brand visibility and sales.

What are Sponsored Brand Ads?

Sponsored Brand Ads are a highly effective type of pay-per-click (PPC) advertising available on Amazon. These ads are designed to enable sellers to strategically showcase their products at the top of relevant search results and feature a custom headline, maximizing visibility and driving targeted traffic to their listings. 

With Sponsored Brand Ads, you can prominently display your brand logo, create a captivating custom headline, showcase multiple products from your extensive catalog and display video of your products. 

When you search on Amazon, you’ve likely come across Sponsored Brands ads when searching for a particular product. These ads usually showcase two to three products from a brand and are positioned at the top of the search results, above the Sponsored Product ads. However, Amazon may also display your ad alongside or within the search results.

Amazon is constantly enhancing its advertising capabilities and metrics to assist sellers and brands in running successful and effective campaigns. Sponsored Brands Ads, includes an exceptional reporting tool known as New-to-Brand metrics. This unique tool allows you to determine whether a sale was made by a new customer or an existing one. With these advancements, Amazon empowers sellers and brands to optimize their advertising strategies and drive profitable results.

Who can use Sponsored Brand ads?

To be eligible for Sponsored Brands Ads, you must meet certain requirements. You need to be a registered brand owner, have a professional seller account, and have products in one of the eligible categories. If you meet these criteria, you can start taking advantage of this powerful advertising tool.

These ads are visible on both mobile and desktop platforms, enhancing brand visibility and promoting your products effectively.

How do Amazon Sponsored Brand ads work?

Similar to Sponsored Products and Sponsored Display ads, Sponsored Brand ads are a pay-per-click (PPC) advertising method. This means that you compete against other sellers for visibility on various keywords, aiming to reach potential customers. 

When a shopper searches for a specific keyword, Amazon’s algorithm determines which ads to display based on the bid amount and ad relevance. As the seller, you have the flexibility to control your bids for each keyword and set a daily budget for your campaigns.

What are the Sponsored Brands Ad Format Types?

Amazon Sponsored Brand ads offer three ad formats to choose from: Product Collection, Store Spotlight, or Video. Each format provides a unique opportunity to showcase your brand and engage with your audience.

Product Collection Ads

This ad format allows you to target three products from your brand in a single ad, making it easy for shoppers to browse and discover more of your offerings. Amazon offers the flexibility to drive visitors either to your own custom branded Amazon storefront or to a dedicated landing page exclusively showcasing the advertised products.

In product collection ads you can customize the headline, logo, and background color to create a cohesive brand experience.

Product collection is an excellent choice if you want to enhance the visibility of products in your brand with low organic or sponsored ad exposure. By including a high-performing product in the mix, you can increase the likelihood of attracting clicks through your ad.

Here is an example of a Product collection ad:

Store Spotlight Ad

Store spotlight is exclusively available to brand-registered sellers who have their own Amazon storefront. This ad format directs customers to your Amazon Store, providing a highly engaging and immersive shopping experience. You can customize the headline, logo, and background image to create a visually appealing storefront that reflects your brand identity.

It allows you to showcase your brand’s entire catalog, making it an excellent option for increasing brand awareness and promoting new product launches. Your storefront remains ad-free, allowing customers to solely focus on your brand.

Store Spotlight is particularly beneficial for brands that offer a wide range of products across various categories or subcategories. Instead of promoting three individual products, you can advertise three entire product categories and their respective store pages – all through a single ad.

When you click on any of these, you’ll land to the brand’s storefront page, where you can view multiple products in their catalog.

Video Ads

Video ads are an increasingly popular ad format on Amazon, offering a visually appealing way to showcase your brand and products. You can feature a 30-second video with high-quality images, product demonstrations, and customer testimonials to capture the attention of shoppers and build trust in your brand. Video ads are an excellent option for attracting new customers and driving conversions.

It is recommended to keep your videos short, ideally between 15 to 30 seconds, while still providing valuable information. A well-crafted video ad should convey all essential details about the product within the first few seconds.

It is advisable to consider hiring a professional videographer who is experienced in shooting product videos, especially someone well-versed with Amazon’s platform. At The Techload, we offer a comprehensive solution for Amazon sellers, empowering them to elevate their brand presence and maximize their return on investment.

How to set up Amazon Sponsored Brands ads?

Setting up a Sponsored Brands Ads campaign is a straightforward process. You just need to be a brand registered seller on Amazon, then you can set up your ads.

To set up Amazon Sponsored Brands ads, follow these steps:

Go to the “Advertising” tab, then click “Campaign Manager,” and proceed to select “Create campaign”.

Afterwards, navigate to the “Choose your campaign type” section and select “Sponsored Brands”.

After choosing Sponsored Brands, the subsequent action is to configure your campaign name, daily budget, and start date in the “Setting” section.

Next, you can choose your ad format.

As we mentioned earlier, to run a product collection ad, you need to choose at least 3 products from your brand’s catalog. After adding the three (03) products from the products section. Next step is to add creative in your ad. You can add the customized headline, logo, and lifestyle image to create a cohesive brand experience.

In the last step, you need to select your targeting, input your target keywords, and set the bidding amount for each keyword. 

Once you’ve selected the keywords you wish to target, simply click “Submit for review.” Amazon will then carefully evaluate your ad within a span of 72 hours. Shortly after receiving approval from Amazon, your ad will be live and ready to go.

Strategies for Amazon Sponsored Brand Ads

Here are some core strategies that can help you make the most out of your Amazon Sponsored Brand Ads:

  1. Generate Brand Awareness

In the early stages of business, one of your primary objectives is to establish brand awareness and recognition among your target audience. Sponsored Brand Ads serve as a powerful tool for enhancing brand awareness. By effectively showcasing your brand and products to potential customers, you can build brand recognition and increase customer loyalty.

Sponsored brands are an effective means of driving traffic to your Amazon store. The subpages within the stores provide customers with a comprehensive overview of the brand’s catalog, eliminating the need for extensive browsing. It enables shoppers to directly access the specific sub-page you want them to explore, facilitating the creation of a more seamless and brand-focused experience for your audience.

  1. Target relevant keywords

Conduct thorough keyword research to find the most relevant and high-performing keywords for your ads. This will help you reach potential customers who are actively searching for products related to your brand or niche. 

This not only increases visibility but also enhances the chances of conversions, allowing you to maximize your advertising efforts and achieve better results.

  1. Product Targeting

Another effective strategy is product targeting, where you can showcase your ads on specific product detail pages of products similar or complementary to yours. This tactic allows you to target customers who are already interested in products related to your brand, increasing the likelihood of attracting qualified leads and driving conversions.

This strategic advertising approach allows you to connect with potential customers at the right moment, increasing the chances of capturing their attention and converting them into loyal customers.

  1. Utilize A/B Testing

One effective strategy to enhance the performance of your ad campaigns is to utilize A/B testing. This involves running multiple versions of your ad with slight variations and analyzing the results to determine which version performs better.

By utilizing this testing method, you can gain valuable insights into the preferences and behaviors of your target audience, allowing you to optimize your campaigns and maximize their effectiveness.

  1. Utilize Video Ads

One of the best practices for Amazon Sponsored Brands is to create video ads that link directly to your product pages. Video ads can significantly elevate your overall advertising strategy on Amazon and help you attract more attention and sales for your brand. 

Sponsored Brand Video ads offer a unique and effective way to reach potential customers on Amazon. With their autoplay feature, these ads can grab the attention of shoppers as they scroll through search results or browse product pages. Additionally, video content is visually engaging and has been shown to increase conversions and sales for brands.

Therefore, it’s crucial to use a combination of ad types to determine what works best for your product. 


Amazon Sponsored Brands Ads offer a powerful opportunity to enhance brand visibility, drive targeted traffic, and increase sales. By implementing the strategies outlined in this blog post, you can effectively leverage this advertising feature to accelerate your business growth on Amazon. Don’t miss out on this opportunity to reach more customers and take your sales to new heights.

Sign up for Amazon Advertising services today and unlock the full potential of Sponsored Brands Ads. If you’re a seller or brand looking to grow your Amazon business, not sure where to start? Our account management team is ready to guide you in the right direction. Feel free to reach out to us via email at [email protected]

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