Amazon has revamped its advertising capabilities in recent years, offering a range of ad goods and formats that rivals Google and Facebook. Sponsored Products, Sponsored Brands, and Sponsored Display are the three main advertising products that Amazon now offers. Amazon also offers audio ads, OTT video ads, and Amazon Store ads, as well as the Amazon DSP, which allows marketers to buy display, video, and audio ad inventory programmatically.

Sponsored Products, Sponsored Brands, and Sponsored Display campaigns are the most likely options for new sellers enrolled in Amazon Seller Central to test the waters of Amazon's advertising platform. Sponsored Products campaigns are available to all sellers enrolled in Amazon SellerCentral, but Sponsored Brands and Sponsored Display campaigns need sellers to be registered with Amazon's brand registration.

What Are Amazon Ads and How Do They Work?

When you type a phrase into the Amazon search box and get results, some of the top results will be sponsored posts, which are classified as Amazon advertising, similar to how Google search works. They're identified by lettering that says "sponsored" or "ad."

Advertisers who want their items to be more visible on Amazon can pay for these spots by bidding on specific keywords, which will increase their visibility in the Amazon SERPs. When a shopper clicks on the marketer's ad, the advertiser will be charged. Amazon's advertising platform is essentially the Amazon equivalent of AdWords. Ads from Amazon can also be found on individual product pages.

Beyond these sponsored search posts, however, there are a variety of Amazon ad choices, some of which we'll go over in this tutorial.

Should I Promote My Business on Amazon?

Are you selling a tangible product that people can buy online? If you answered yes, then you should be advertising on Amazon! Amazon will just provide you with another avenue to increase the number of people who see your products and, consequently, the number of people who will buy them.

If you're nervous, start small with a product you already know sells well on the internet. Start with an ad for your top-selling racket if you offer sports equipment and tennis rackets have always been your top-selling internet product. Once you see a return on your investment with this ad, expand your campaign by adding more brands and varieties of rackets.

Another strong incentive to advertise on Amazon is that if you use Amazon PPC, your organic Amazon rankings will almost certainly rise. "We've found that organic ranking has increased significantly for terms that were utilized successfully in Amazon PPC advertisements," says the company. "This is due in part to more sales created through 'Amazon AdWords,' which has improved the product's sales history. A key ranking component is sales history. If a product sells well, Amazon will place it higher in the search results ranking."

Premium Ads vs. Self-Serve Ads

You could get a little puzzled about the distinction between self-serve and premium ads in the two sidebars when you first start reading Amazon's public advertising information pages:

The simplest explanation is that self-service advertisements work similarly to Google search ads that appear on search result pages (as shown in the screenshots above), whereas premium ads work more like display ads. Premium ads are still available on Amazon, but they appear in the form of more visual banner and side bar banners, such as the one below. They can also show up on other websites, much as Google's Display Network.

How to Begin Using Amazon Ads

To begin selling on Amazon, you must first log into your seller or vendor account.

If you don't already have one of these accounts, you can learn more about their pricing and options here. If you're a first-party seller, you'll want to apply to become a vendor, which is regrettably only available via invitation. You're considered a third-party seller if you sell through Amazon Seller Central. Independent sellers can choose between a pay-as-you-go option and a pro option for those who have a higher sale volume. Pro merchant sellers can also delegate shipping, returns, and customer service to Amazon, which is a great benefit!

Finally, if you're interested in becoming a vendor but don't have an invitation, Amazon provides a Vendor Express option that you might want to look into. Once you've verified that you're on the right plan, you can log into your Amazon account and begin creating your ad campaigns!

The Different Types of Amazon Ads

So your creative team has created some great banner advertisements for branding purposes that you'd like to market, but you're also trying to increase e-commerce sales with Google Shopping-type ads. Fortunately, you've come to the correct place because Amazon offers a variety of choices!

Sponsored Products, Sponsored Brands, and Sponsored Display campaigns are the most likely options for new sellers enrolled in Amazon Seller Central to test the waters of Amazon's advertising platform. Sponsored Products campaigns are available to all sellers enrolled in Amazon SellerCentral, but Sponsored Brands and Sponsored Display campaigns need sellers to be registered with Amazon's brand registration.

Sponsored Products

Advertisements for sponsored product campaigns appear on Amazon's shopping search result pages and product pages, promoting particular product listings. Because it does not require registration in Amazon's Brand Registry, this campaign type provides the lowest barrier to entry for new sellers in Amazon's advertising product offering. Sponsored Product campaigns are automatically available to all professional sellers, vendors, and agencies.

Sponsored Product advertising are cost-per-click (CPC) advertisements that allow advertisers to target shopper searches based on individual keywords or individual items. Within the Amazon Advertising dashboard, advertisers may track the performance of their Sponsored Product campaigns by product, target keywords, and target product.

Logging into Amazon SellerCentral, heading to the Advertising > Campaign Manager tab, and selecting the "Create Campaign" button are the steps for creating an Amazon advertising campaign. Sellers will be able to see all of the campaign types that they are currently eligible to run from this page.

The first key decision that advertisers must make when launching a Sponsored Products campaign is whether to use Automatic or Manual Targeting. When you choose Automatic Targeting, Amazon will look for keywords and goods that are similar to the ones being advertised in the campaign. Automatic targeting creates a list of target keywords and target products by analyzing product titles, features, descriptions, and product keywords.

Alternatively, merchants can create their own list of target keywords and products to which their ads should be directed. For sellers who are new to Amazon Advertising, it is recommended that they test both automatic and manual targeting to see which is more effective in driving sales, and then use what they learn from both targeting strategies to optimize their campaigns around their top-performing target keywords and products.

Amazon Brand Registry

It is strongly advised that eligible Amazon sellers join Amazon's Brand Registry to obtain access to additional advertising product types (Sponsored Brands, Sponsored Display, and Amazon Stores), as well as a suite of tools for building and protecting a brand on Amazon.

A+ Content, which lets sellers to create a completely fleshed out Amazon brand page with rich text, graphics, and videos, is perhaps Amazon Brand Registry's most significant benefit to sellers, aside from access to more advertising options. These more robust brand sites help boost conversions, brand loyalty, and traffic and revenues throughout the whole product line.

A seller must have a registered and active text and/or image-based trademark to join Amazon Brand Registry. The same trademark must appear on all packaging and products sold through the Amazon seller account. Sponsored Brand and Sponsored Display campaigns are both available once you've signed up for Brand Registry.

Sponsored Brand

Sponsored Brand campaigns are similar to Sponsored Product campaigns in that they are cost-per-click ads that include keyword or product targeting. In terms of ad creativity, Sponsored Brand campaigns differ from Sponsored Product ads. Sponsored Brand campaigns advertise a brand page or numerous goods supplied by the same brand rather than single product listings.

Product collection advertisements, shop highlight commercials, and video ads are all options for Sponsored Brand ad creative. A carousel style of a brand's select products is displayed with the brand name and logo in product collection commercials.

Instead of focusing on a single product, these connect directly to each product listing included in the carousel and can be a terrific method to drive traffic and sales to a brand's entire product catalog. Store Spotlight ads have a similar carousel format, but instead of linking to a brand's Amazon page, they connect directly to the brand's page. 

By showing users all products a brand has listed for sale, along with compelling rich text, image, and video highlighting the brand and its products, driving shoppers to their brand page (equipped with A+ Content features by enrolling in Amazon Brand Registry) often leads to higher average order value and increased brand loyalty for some sellers. Sponsored Brand Video commercials incorporate an auto-playing video and link straight to a product page.

Sponsored Display

Sponsored Display campaigns are yet another cost-per-click marketing option available to Brand Registry sellers. Sponsored Display ads can reach users on and off Amazon, with the option to target specific products and product categories to serve display ads with a single product image to Amazon users, or remarket to shoppers who have previously visited a specific product details page and serve single product display ads to those shoppers wherever they may be on the web. These display advertising can reach viewers on social media platforms as well as on Amazon's DSP-enabled websites.

Sponsored Display advertisements can help raise brand and product awareness while also re-engaging consumers who are farther down the conversion funnel who have already seen a product detail page but have not yet completed a purchase.

Tips for Getting the Most Out of Your Amazon Ads

You might be skeptical that, with so many products on Amazon, the marketplace can generate a profit for your company. Fortunately, there are a few things you can do to set yourself out from the crowd on Amazon's vast marketplace. It only takes a well-thought-out Amazon advertising strategy to get started.

Here are six pointers to get you off to a good start.

Make Well-Ordered Campaigns Based on Product Categories

If you're an experienced AdWords advertiser, you've probably already mastered this. With Amazon's ad platform, you can utilize your AdWords organizational skills to structure your campaigns and ad groups. The best technique is to build a distinct campaign for each of your primary product categories, and then create more focused ad groups under each campaign. For instance, if you sell women's athletic apparel, you might start with three of your best-selling items:

1) Workout pants for women2) Workout tees for women3) Sports bras for women

Create ad groups around more precise categories under each campaign. You might have three ad groups in campaign #1: women's yoga pants, women's jogging pants, and women's lounge pants, for example. Then, for each ad group, make a list of relevant keywords (I recommend keeping it between 15 and 30 keywords per ad group). Finally, you'll create ads that are appropriate for each keyword grouping.

A well-structured account will ensure that your advertising are relevant, saving you money and increasing your ROI. This is a crucial tip for maximizing the benefits of Amazon advertising.

Create compelling and time-sensitive ad copy

Make sure your ad wording is not just correct in terms of what you're selling, but also creative and humorous if at all possible. In the crowded Amazon search results, standing out is more vital than ever. It's also a good idea to instill a sense of urgency. For example, if you're having a sale or a promotion, make sure to mention it in your ad, like shown below.

Make your ad copy as precise as possible.

In terms of what you're selling, your ad copy should likewise be quite detailed. For example, if you're selling a water bottle, I'd like to know how many ounces/cups it contains, if it's BPA-free, if it keeps my water cool for a specific amount of time, and so on. While it may be difficult to include all of this information in the ad text, it is critical to include the most relevant information. Because I know my weight, height, and what this product comes with just by reading the title, the ad below is a perfect example of one that does this successfully.

Bid on well-known brands that sell similar items.

Don't forget about your well-known competition when thinking keywords to bid on. If you offer backpacks, for example, you should bid on phrases like "L.L. Bean backpacks" and "Northface backpacks" because these are well-known brands that are frequently sought after and purchased. This will help you acquire visibility and find someone interested in purchasing your far cooler, lesser-known brand name backpack.

To uncover your top competitors, conduct a general Amazon search for products in your vertical — for example, "backpacks" – and check which brands appear most frequently in the results.

Experiment with each of the three ad formats available.

While sponsored product advertisements may appear to provide the most immediate and obvious return on investment, headline search ads may result in more loyal, repeat customers. It's worth experimenting with all three ad formats to discover which produces the best results, and then re-allocating your spending based on the results of your campaign once your statistics have painted a clear picture.

Negative Keywords Should Be Used (& Be Conservative with Match Types)

Negative keywords, just like when advertising on Google, are essential for avoiding wasted expenditure from irrelevant clicks. If you're selling musical flutes and bidding on the word "flutes" with broad or phrase match, for example, someone may put in champagne flute and your ad would still show up. If they then click on your ad by accident, you'll be paid for a click from someone looking for a $10 glass instead of a high-end musical instrument.

It's also a good idea to be more careful with your match types, avoiding broad match and focusing more on phrase and exact match. Make sure you do some keyword research to make sure you're focusing on the proper terms. For more information, see our comprehensive, easy-to-understand guide to keyword research.


In the ecommerce business, Amazon Ads is one of the most effective techniques for increasing product awareness while also increasing sales. When set up correctly, an Amazon advertising campaign will provide a positive return on investment (ROI) and generate revenue for your company on a constant basis. To return to our original point, if you're in ecommerce and want to sell more things, you should create an Amazon Advertising account.

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