If you're dipping your toes into the world of Amazon advertising, you have two great options to promote your business, and while they both have their own advantages, understanding the benefits of both is key to making the most of your advertising dollars.

 What are Amazon Sponsored Products

Amazon Sponsored Products are a type of pay-per-click (PPC) advertisement that allows sellers to promote individual product listings on Amazon. These ads appear in search results and on product detail pages, helping to increase visibility and potentially boost sales. When a shopper clicks on a Sponsored Product ad, the seller is charged a fee, which is determined by the bid they set during the campaign setup. Sponsored Products are a great way for sellers to enhance their product visibility and reach a wider audience.

Amazon has announced a limited-time promotional offer for select sellers eligible to advertise through its sponsored ads platform. This initiative aims to encourage seller engagement by offering a $250 promotional click credit, applicable to their Amazon sponsored ads account per eligible marketplace.

What are Amazon Sponsored Brands?

Amazon Sponsored Brands are a type of advertising that lets you showcase your brand and product portfolio in a more prominent way on Amazon. These ads appear at the top of search results and feature your brand logo, a custom headline, and a selection of your products. It's like having a mini billboard on Amazon, helping to boost brand awareness and drive shoppers to your storefront or a specific set of products. Sponsored Brands are a great way to tell your brand's story and capture the attention of potential customers as they browse.

Think of it as rolling out the red carpet for your brand on Amazon!

How to Create Amazon Sponsored Products?

Creating Amazon Sponsored Products is a straightforward process, but it requires a bit of setup to ensure your ads are effective. Here's a step-by-step guide to help you get started:

• Set Up an Amazon Seller Account: First, make sure you have an active Amazon Seller Central account. You'll need to be a professional seller to access advertising options.
• Select Products to Advertise: Choose the products you want to promote. Ideally, these should be products with good reviews and competitive pricing to maximize the effectiveness of your ads.
• Access the Campaign Manager: Log in to your Seller Central account and navigate to the 'Campaign Manager' under the 'Advertising' tab.
• Create a New Campaign: Click on 'Create campaign' and select 'Sponsored Products.' You'll need to name your campaign and set a budget. Decide whether you want to run the campaign continuously or for a specific date range.
• Choose Targeting Options: You can choose between automatic targeting, where Amazon selects keywords for you based on your product information, or manual targeting, where you specify the keywords you want to target.
• Set Bids: Determine how much you're willing to pay per click for each keyword. You can adjust bids later based on performance.
• Launch Your Campaign: Review your settings and launch the campaign. Once it's live, monitor its performance and make adjustments as needed to optimize your results.
• Analyze and Optimize: Use the reports in the Campaign Manager to track your ad performance. Adjust your bids, keywords, and budget based on what's working best.

How to create Amazon Sponsored Brands?

To help you present your brand and products effectively, please go through the following step-by-step guide in detail.

Eligibility Requirements

Ensure you meet the eligibility criteria. You need to be enrolled in the Amazon Brand Registry, have an active Amazon Seller Central or Vendor Central account, and have a professional seller account.

Access the Advertising Console

Log in to your Amazon Seller Central or Vendor Central account and navigate to the Advertising Console.

Create a New Sponsored Brands Campaign

Click on 'Create campaign' and select 'Sponsored Brands.'

Enter a campaign name, set your daily budget, and choose the start and end dates for your campaign.

Design Your Ad

Brand Logo: Upload your brand logo. This will be displayed prominently in your ad.

Headline: Write a compelling headline that captures your brand's essence and attracts attention.

Select Products: Choose the products you want to feature in your ad. You can showcase up to three products.

Landing Page: Decide where you want to direct shoppers who click on your ad. You can send them to your Amazon Storefront or a custom landing page with a selection of products.

Choose Targeting Options

Decide between keyword targeting and product targeting. With keyword targeting, you select specific keywords to trigger your ads. With product targeting, you can target specific products or categories.

Set Bids: Determine your cost-per-click (CPC) bid for each keyword or product target. You can adjust these bids later based on campaign performance.

Review and Launch: Carefully review all your settings to ensure everything is correct. Once satisfied, launch your campaign.

Monitor and Optimize: After your campaign is live, regularly check its performance using the reports available in the Advertising Console. Adjust your bids, targeting, and ad creatives as needed to improve results.

Amazon Sponsored Products vs Sponsored Brands

Which ad type is better for you? Perhaps you are trying to determine which ad type you should primarily invest in, and comparing them may give you a correct answer.

Amazon Sponsored Products and Sponsored Brands serve distinct yet complementary roles in advertising on Amazon. Sponsored Products are ideal for sellers looking to boost visibility and sales of individual products. These ads appear in search results and on product detail pages, allowing for broad exposure. They are accessible to most sellers, vendors, and agencies, making them a versatile option for those looking to target specific products. The ad format is straightforward, featuring the product image, price, and Prime eligibility, and relies on a cost-per-click (CPC) model. Targeting can be automatic or manual, giving advertisers flexibility in reaching their desired audience.

On the other hand, Sponsored Brands focus on enhancing brand visibility and promoting a range of products. This type of advertising is available to those enrolled in the Amazon Brand Registry, offering a more exclusive opportunity to create a cohesive brand narrative. Sponsored Brands ads typically appear prominently at the top of search results, featuring a custom headline, brand logo, and multiple products. This format allows for more creative control and strategic positioning, directing traffic to a custom landing page or Amazon Storefront. Like Sponsored Products, Sponsored Brands also operate on a CPC basis, but they emphasize building brand awareness and customer engagement over time.