Guide to Amazon Sponsored Brands

The All-Inclusive Guide To Amazon Sponsored Brands

There are many ad types on Amazon that can generate sales at a low ACOS.

But here’s the thing, Brand Registered sellers have access to the best ad type on Amazon…..

And the best ad type is Amazon Sponsored Brands! One of the primary benefits of this ad type is that once your shopper lands on your storefront or custom landing page, they will not see competitors’ ads.

So if you want to leverage the best ad type on Amazon, you will need to keep reading on.

What are Amazon Sponsored Brands?

This type of ad can be found at the top of the Amazon search results. Once the shoppers click on your ad, they are brought to a custom landing page or your storefront.

Amazon Sponsored Brands are a category of advertisements that include: Product Collection Ads, Store Spotlight Ads, and Sponsored Brand Video Ads. They are great for showcasing your collection of products and increasing brand awareness.

A new feature that Amazon added in 2020, allows sellers to include video ads that appear in the search results. Because they are new, most sellers have not started using video ads, making them a great way to stand out from your competitors.

Running this ad type is limited to sellers with Brand Registry, this is just one of the many advantages of having Brand Registry.

Types Of Amazon Sponsored Brand Ads

There are 3 ad types that fall under the category of Sponsored Brand Ads. Let’s go over each one individually so you can understand them all.

Product Collection Ads

Product Collection Ads allow sellers to target 3 or fewer products in their brand with a custom landing page. This is an excellent option for sellers who want to boost their products with low organic or sponsored ad visibility.

The ads show up in the search results like this:


After a shopper clicks on this ad, they are brought to this landing page.



As you can see on this landing page, there are no other distractions to steal the shopper’s attention away from the products.

This is a huge benefit because none of your competitors can purchase ads on your landing page. What this means, is that once your shoppers land here, they are more likely to purchase from you.

Not only that, but the shopper gets to browse a collection of your products to find the exact product they want.

Pro tip: If you have 1 product that is already performing well, add it to your list of 3 ads to increase the likelihood of a shopper clicking on the ad.

Store Spotlight Ads

Store Spotlight Ads bring the shopper to your Amazon storefront, which is comparable to an e-commerce store because you can customize it just the way you like.

To make things even better, there will be no ads sold to your competitors on your storefront.

Check this out, here is an ad for the keyword “tools set”.

And from here, if a shopper clicks on “Tool Accessories”, they will go to this page:

This landing page is fully customizable so you can provide the best experience for your shoppers.

So here’s the thing this ad type allows you to promote three product categories and a store page for each one.

Let’s look at the “Individual Drills” category

Now that we’ve clicked on the “Individual Drills” category of the ad, we can see that this landing page is different and specialized for the category.

This provides for an appealing and personalized brand experience for every shopper.

Sponsored Brand Videos Ads

Sponsored Brand Videos came out in 2020 and are still not used by many sellers on Amazon. This is good news because you can easily create a better brand experience than your competitors by utilizing this ad type.

Video ads are on autoplay and muted, which is likely to capture the attention of your shopper because it is the only moving picture on their screen.


The advantage of this type of ad is to show shoppers everything they need to know about the product in 30 seconds or less.

Not to mention, the video ads are 80% more engaging than static ads and drive excellent click-through rates and sales.

Amazon does have guidelines for their video ads.

Odds are you are not a professional videographer, so you should hire someone who is a professional. Even better if that person is experienced with creating videos for Amazon.

Best practices for product videos:

  • Immediately show your product, the sooner the shoppers see your product, the better
  • Optimize for the format, the video autoplays and should look good without sound
  • Have your video educate your shoppers about the advantages of your product
  • No filler content, only product-focused content
  • Short videos, less than 30 seconds

How To Set Up Your Own Sponsored Brand Ad

Alright, now it’s time for you to set up your own Sponsored Brand Ad! Just like all other types of ads, this type is easy to get up and running at a low cost.

Setting up your own Ad:

In Seller Central, go to ‘advertising’, and then select ‘campaign manager’.

Now you’ll see this page:



Select ‘Sponsored Brands’, and under the ‘settings’ tab you will see this page:


Fill the ‘settings’ page out with your desired info.

Up next, you’ll select which type of ad format you want.

Alright, at this point you will be able to start your own PPC campaigns.

The next step is to create high-performing campaigns that will provide your store with sales at a good ACOS…

5 Tips To Build The Best Sponsored Brand Ad Campaigns

Here are 5 tips that you can use to improve any Amazon Sponsored Brand campaign:

#1 Keyword Research

First things first, look into which keywords will be the best for your store to focus on.

We find that the best keyword research tool is Helium10.

To start out, identify your top 3 competitors on Amazon by looking at who has the most sales and ranking on Amazon.

Once you have decided who are the top 3, copy their ASIN and reverse lookup the keywords in Helium10 that are most relevant to your products.

Of the relevant keywords, filter them by monthly search volume, and take a few of the keywords with the most volume.

Once you have settled on specific keywords for a product, it is time to include them in your Title, Bullet Points, and Description. Also, put the keywords in the ‘Search Term’ field.

#2 Non-Branded And Branded Searches

So get this, your conversion rate is largely dependent on the searcher’s intent behind a keyword. Their intent is quite a bit different when searching for these two types of keywords, non-branded and branded terms.

Non-Branded terms are keywords that do not have a brand, like “tools”.

On the other hand, a Branded term includes a brand, like “JCB tools”.

When a searcher is looking for “JCB tools” we know that they are interested in the brand JCB. So having an ad and landing page that showcases JCB tools would create a higher conversion rate.

We still recommend that you target Non-branded keywords, it is just best to customize your ad and landing page differently for each type of keyword.

#3 Bids Centered Around Your Objectives

When running PPC ads there are two main goals that you could be focused on, performance-focused and brand awareness-focused.

If the goal of a campaign is performance-focused, then you should bid higher on keywords with a low ACOS. (and vice versa)

If the goal of a campaign is brand awareness-focused, then you can be comfortable with a higher ACOS to get your ads to display for specific keywords.

This is something to consider because PPC campaigns can accomplish different things, and will have different tactics to follow for each specific goal you have in mind.

When running campaigns that are focused on brand awareness, be careful not to get ahead of yourself.

This is an easy way to lose money if you are not closely monitoring your performance!

#4 Ad Copy

While running Sponsored Brand Ads, you are only given one subject line to persuade your customers.

Needless to say, your copy is very important!!

And to create the highest conversion rate for each of your keywords, it is best to understand the searcher’s intent behind each keyword.

The searcher’s intent is what the customer is actually looking for when they type in a keyword.

Allow me to explain:

If someone is searching for “tools”, then they are not very specific and are probably just looking around. In other words, they are unlikely to convert.

But if someone is searching for a “JCB 12 Volt drill”, well the searcher’s intent is to find this specific brand and type of tool. In other words, the searchers want to find a specific drill from JCB and will have a high conversion rate.

And to get that conversion rate even higher, have your copy show just how well your product can solve the searcher’s needs.

All in all, you want to have your ad copy match the searcher’s intent.

#5 Testing

Test, test, test……

We’ve all heard it before, but it is still super important and needs to be taken seriously.

A/B testing and comparing the results is the best way to test your ads and make them the best.

Some of the most important aspects to test are:

  • Title
  • Image
  • Headline
  • Description
  • Bullet Points
  • Customizable Landing Page
  • Featured ASIN’s (order and number)

We recommend that you only change one variable at a time, otherwise you will not understand why your results are changing.

Another good practice is to set up multiple campaigns at the same time and let them run for at least 2 weeks. This allows you to get the most accurate results for your tests.

And That Is It!

What Amazon Sponsored Brand Ad will you start out with? Will you start a Product Collection or a Sponsored Brand Video?

Now if you want the best tips and tricks on how to run any Amazon PPC campaign, then read our guide on Amazon PPC Management.

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