The Requirements Changes for Sponsored Brand Product Collection Ads

Key Points:

• Mandatory Custom Images for Ads: Starting August 31, 2024, product collection ads must include custom images.

• Performance Benefits: Ads with custom images significantly boost performance, including a 50% increase in CTR and a 60% increase in branded searches.

• Impact on Existing Ads: Current ads without custom images will be rejected after the deadline.

• Support for Creating Images: Assistance is available for creating and selecting custom images.

Deep Insights

Custom images will be integrated as mandatory in the new and existing product collection ads starting from August 31, 2024. This policy change is expected to improve ad effectiveness because statistics have proven that including imagery outperforms product-based ads in every sense of the word. As per the data of Amazon in 2022 Sponsored brand ads containing the creativity of brand-specific pictures get a CTR of 50% higher with a 60% rise in branded search results than sellers without picture personalization. Such improvement has been attributed to custom images enhancing visibility and people’s imprinting on ads creating higher chances of attracting potential consumers. 

Custom images help to attract attention and, at the same time, deliver a Brand’s concept and communication much better. Due to this requirement, advertisers would have to find ways to create better and more relevant high-quality visual content, making the platform's advertising environment more competitive, vibrant, and reliant on the visual form. 

In turn, Amazon provides several solutions for people who find this transition challenging, such as adequately creating and integrating custom images. Regarding suggestions regarding images, advertisers can see pictures that Amazon has recommended, choose an image from the existing set of creative ones or upload new photos for the ad campaign as the new requirement states. It guarantees that every advertiser will be ready to follow the latest rules and boost the efficiency of ads with no previous experience making the platform's advertising environment