Amazon Sponsored Brands: Launch Your First Campaign Today!

Are you new to selling on Amazon? Amazon Sponsored Brand Ads are one of the most powerful ways to enhance your brand visibility. These ads appear at the top of Amazon search results, ensuring maximum exposure and increasing brand awareness while driving conversions.

Today, you will learn how to create and run Sponsored Brand Ads efficiently to reach more buyers and drive traffic to your products.

What Are Amazon Sponsored Brand Ads?

Amazon Sponsored Brand Ads promote a collection of products at the top of Amazon search results, targeting customers actively searching for similar items. These ads help build brand recognition and can direct potential customers to your Amazon Store or product listings.

These ads feature:

• A collection of at least three products

• Your brand logo

• A customized headline

Where Do Sponsored Brand Ads Appear?

Amazon Sponsored Brand Ads appear in three strategic locations:

1. Top of Amazon Search Results – Prime placement for capturing customer attention immediately.

2. Product Detail Pages – Appear on competitor product pages, providing an opportunity to attract buyers already interested in similar products.

3. Amazon Store Pages – When customers browse Amazon Stores, they may encounter Sponsored Brand Ads promoting specific products.

Benefits of Sponsored Brand Ads

1. Higher Click-Through Rates (CTR)

Sellers using Amazon Sponsored Brand Ads experience a 50% higher CTR compared to standard Sponsored Product Ads.

2. Better Brand Visibility

With prominent placement at the top of search results, these ads significantly enhance brand awareness and shopper engagement.

3. Multiple Product Showcasing

Featuring multiple products in a single ad helps shoppers explore more of your brand’s offerings.

4. Unique Reporting Capability

Amazon Sponsored Brand Ads provide performance reports, allowing sellers to track first-time buyers engaging with their brand.

5. Effective Ad Spend

While Sponsored Products account for 78% of ad spend, Sponsored Brand Ads offer a high-engagement alternative with enhanced branding opportunities.

Eligibility Criteria

To use Sponsored Brands Ads (formerly known as Headline Search Ads), sellers must meet these eligibility requirements:

• Enrollment in Amazon’s Brand Registry

• A professional Seller Account

• At least one product eligible for targeting in the campaign

Types of Sponsored Brand Ads

Amazon provides three different Sponsored Brand Ad formats to align with your advertising goals:

1. Product Collection – Displays multiple products in one ad.

2. Store Spotlight – Directs traffic to your Amazon Store, highlighting various categories.

3. Video Ads – Features engaging videos showcasing key product benefits.

Steps to Launch Your First Sponsored Brand Ads Campaign

1. Enroll in Amazon Brand Registry

Ensure you are enrolled in Amazon’s Brand Registry to access Sponsored Brand Ads.

2. Access the Advertising Console

Navigate to Campaigns, click Create Campaign, and select Sponsored Brands.

3. Create a New Campaign

Choose Sponsored Brand Ads as the campaign type.

4. Set Up Your Campaign

• Campaign Name: Choose a clear, recognizable name.

• Daily Budget: Start with at least $10/day to gain visibility.

• Ad Format: Select the most suitable format for your campaign.

5. Choose an Ad Format

• Product Collection – Showcases multiple products.

• Store Spotlight – Directs traffic to your Amazon Store.

• Video – Captures attention with an engaging product video.

6. Select Products for Promotion

Choose relevant, high-performing products that align with your campaign objectives.

7. Customize Ad Creative

• Brand Logo: Ensure it is clear and recognizable.

• Headline: Create a compelling and engaging headline.

• Product Selection: Highlight products relevant to your target audience.

8. Keyword Selection

Sponsored Brand Ads use manual keyword targeting. Optimize keywords by:

• Conducting thorough keyword research.

• Using Amazon’s suggested keywords.

• Prioritizing high-performing keywords from existing Sponsored Product campaigns.

9. Set Budget and Duration

• Define a campaign budget with a minimum of $10/day.

• Set a campaign duration to control spending and optimize performance.

10. Choose a Landing Page

Decide if your ad will direct customers to your product detail page or Amazon Store.

11. Submit for Review

Review all campaign details and submit for Amazon’s approval (approval typically takes 24-72 hours).

Best Practices for Sponsored Brand Ads

1. Use a High-Quality Brand Logo

A professional and recognizable brand logo builds customer trust.

2. Experiment with Different Ad Formats

Test multiple ad formats to determine which delivers the best results.

3. Optimize Keywords

Refine keyword strategies based on campaign performance data.

4. Adjust Bids

Optimize bids to maximize impressions and conversions.

5. Monitor Key Performance Metrics

Track CTR, conversion rates, and ad spend to make necessary adjustments for improved performance.

Conclusion

Launching Amazon Sponsored Brand Ads is a powerful way to build brand presence and increase sales on Amazon. By following the step-by-step guide, sellers can efficiently create and manage their campaigns, ensuring maximum visibility and improved conversion rates.

Continuous testing and optimization are key to achieving long-term success with Sponsored Brand campaigns. Start your first Sponsored Brand Ads campaign today and unlock new growth opportunities for your brand!