Amazon Sponsored Products VS Sponsored Brands: What Are the Differences?


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Amazon is a massive online retailer and a platform people use to buy products from. While you can purchase many different types of products on Amazon, there are two main categories: Amazon sponsored products vs sponsored brands. If you’re new to creating Amazon ads, you may wonder which one is better: Sponsored Products or Brands? So which one should I choose?

What are Amazon-sponsored ads?

When you see an ad for a product on Amazon, it’s a sponsored brand. Sponsored brands are also known as paid ads or branded content. These ads are displayed across multiple platforms, including Facebook, Instagram, and Pinterest.

These three categories of paid advertising can be broken down into two subcategories:

  • Sponsored products. 
  • sponsored brands.

When should I create an Amazon-sponsored products ad?

The best time to create a sponsored product ad on Amazon is when you want to increase sales for a specific product. For example, if you have a new product that needs to sell better. Then you can improve its sales through sponsored content. 

Another good reason is if you have a product that could sell better and needs more exposure. This could be because there need to be more keywords associated with your brand. Because too many competitors are trying similar things as yours. Getting found through ASINs means greater exposure for both users and potential customers!

When should I create an Amazon-sponsored brand ad?

The gist of the reply is: as soon as you can. Sponsored brands are a newer ad type on Amazon, but they offer many advantages over traditional sponsored products. First, let’s go over what a sponsored brand ad is. A sponsored ad features your brand name, logo, and up to three products. They appear at the top of search results, product detail, and competitor pages. 

Now that you know what they are, let’s discuss when to create one. Ideally, it would help if you made a sponsored brand ad as soon as you have enough products to feature. It could be three or thirty products – it all depends on your product line and marketing goals. Creating a sponsored brand ad gives you more control over your branding on Amazon. It allows you to showcase multiple products simultaneously and puts your brand front and center. 

If you’re serious about selling on Amazon, you need to be serious about your branding, which means creating a sponsored brand ad.

How to begin using Amazon Sponsored Products and Amazon Sponsored Brands

When you’re ready to begin using it, you must know the difference between them. You can do this in two different ways use these products on your website:

  • As an ad unit, it is the most common way of using sponsored products or brands on your website and can be done by adding an image with text. The image will load alongside any other ideas on the page—but only if it’s part of more meaningful content. 
  • As a widget embedded within another site’s content (or even within another brand), it allows users who visit websites where devices are embedded access directly through those sites’ codes, so they don’t have any issues accessing things like discount codes or coupons sent via email inboxes. However, this method also requires some technical knowledge.

How to Qualify for Sponsored Products and Brands on Amazon

To become a sponsored product or brand on Amazon, you must have a good seller rating. You must have been an Amazon professional seller for at least three months and have at least 100 reviews on your listing. If you don’t meet these requirements, look elsewhere for your business needs!

Once you are an approved Amazon professional seller, several things are left.

  • Sales volume – The more sales you make each month, the more likely it will be that buyers will turn into customers who buy from you over time (or vice versa). It means that if someone buys one item from your store but never returns it, they may delete their account, which prevents further purchases from happening again. That being said, if someone buys multiple items per month, chances are good that person might still want another thing later down the road. So keep this in mind when thinking about whether or not selling directly through Amazon makes sense for each case scenario!

Amazon sponsored ads – Current scenario.

One of the most popular online marketplace and e-commerce websites, Amazon, is currently worth $541 billion. The company has over 500 million active users and over 100 million Amazon Prime members. In addition, they have more than 200 million products on its marketplace.

Amazon also offers sponsored ads to promote its brands and others’ products. For instance, let’s say you want to purchase a particular product available on Amazon but need to know where it was made. You can search for “Made by me” under “Customers Also Bought This item.” You’ll see all the results from other customers looking for the same thing!

How can I make product advertising for Amazon-sponsored items?

Advertising items is a great way to increase your sales on Amazon. Sponsored products are ad placements that allow you to promote your products. When customers search for or browse products, your product may appear as a sponsored ad.

To participate in sponsored ads, you must enroll your products in Amazon Advertising. Then, create a campaign and target your ads on relevant search terms and product pages.

You can also use negative keywords to prevent your ad from appearing on irrelevant searches. Finally, once your campaign runs, monitor your performance regularly to ensure that your ads generate sales and ROI.

How to create Amazon-sponsored brand ads?

To create an Amazon-sponsored brand ad, you’ll first need to create a brand registry on Amazon. Once registered your brand, you can create your ad campaign in the Amazon Advertising Console. You must provide your campaign name, budget, and start and end dates. You’ll also need to select your product targeting options. For example, you can target products by keyword, ASIN, or category. 

After you’ve created your ad campaign, you can create your ad groups. Each ad group will contain one or more ads. You’ll need to provide a name for your ad group, targeting options, and bidding strategy. Finally, you’ll need to create your ads. You’ll need to give each ad’s headline, image, product description, and destination URL.

Changes coming to Amazon Sponsored Products and Brand Ads 

Understanding that these changes will affect your campaign management process is essential. As a result of these changes, there are some things you should be aware of:

  • You can no longer create sponsored products or brand ads using the Create New Campaign feature (formerly Create Sponsored Product). Instead, you must use the Manage Campaigns feature. This is because Amazon has changed its rules for creating brand campaigns. They’re now only available from Seller Central and not from seller-managed settings like Catalog Ads or Shopify Products Pages.

How to maximize the potential of Amazon’s Sponsored Brands and Products?

After you’ve chosen your product, it’s time to start promoting it. Amazon has a few tools that can help you sell more, and I’ll explain how to use them in this section. First, though, let’s discuss why these tools are so necessary.

  • Keywords are the words people type into their search bar for something specific, like “best laptop” or “running shoes.” You’ll want to optimize your keywords so that people searching for those types of things see your sponsored products first (and not at all).
  • Images can boost sales—but only if they’re relevant enough! Suppose someone searches for running shoes but doesn’t see any results explicitly related to running shoes. In that case, they might click away without looking further. So in that way, there is your poor keyword optimization.

Why use Sponsored Ads?

The first thing to know about sponsored products is that they can be a great way to make money on Amazon.

The second thing you should be aware of is sponsored products, which can also help you build your brand on Amazon.

But the third thing we want to stress here is this: when it comes down to it, sponsored brands’ Amazon ads are better per-click than any other type of ad!

Are Amazon sponsored products better?

If you’re starting with Amazon and only have a few products, sponsored products are likely the best option. They cost little to set up and manage, so getting them running will take little time or effort. However, once your store is set up and running, fewer hassle-free options are available than sponsored brands (which require more hands-on management).

If you already have an established brand on Amazon but want to make changes or add new features, or if your marketing strategy isn’t working well —sponsored brands may be worth considering.

How do Sponsored Products differ from Sponsored Brands?

  • Sponsored Products are for specific products and brands. They’re not intended to replace your regular products but as an additional way to earn revenue from Amazon as you promote them through your channels (such as Instagram). If Amazon sponsored a product or brand and you announced it on social media, then it would be considered a Sponsored Product.
  • Sponsored Brands are for specific brands only—they have nothing to do with any particular product in their name. For example: “The Coca-Cola Company”), a brand that does offer an actual product can still use this tactic if they want. However, it won’t be considered an officially sponsored product. This is because there’s no link between the two items together like there is when we talk about “sponsored” products instead.

Are sponsored items on Amazon safe? 

Many people ask themselves this question. There are numerous perspectives available, but the truth is that we don’t know for sure. Sponsored items on Amazon have been paid for by a company to be promoted on the site. As a result, they are usually displayed at the top of search results or product pages. Undoubtedly, sponsored items are more likely to be seen by potential customers than those not. However, there is also no guarantee that the promoted products are good. 

What is the difference between Amazon-sponsored products vs sponsored brands?

Sponsored products are a good option if you’re seeking a quick approach to advertising your products. In addition, smaller ads appear in the search results, allowing you to display multiple products.

But if you want more control over where your brand appears and what it looks like, sponsored brands are likely better suited for your needs. Sponsored brands allow you to customize how they appear on Amazon’s site. It reflects exactly how you want them displayed across all channels.


We hope this blog has provided an overview of Amazon sponsored products vs sponsored brands. Moreover, it will help you better understand the best fit for your business. When used properly, these two marketing tools can help to increase your visibility. Moreover, they drive more sales for your products. Also, with the strategy, you can ensure that your product stands out from its competitors.


Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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