What Sponsored Brands Are
Sponsored Brands ads appear at the top of Amazon search results, featuring your brand logo, a custom headline, and multiple products. They are more visually prominent than Sponsored Products ads and can link to your Amazon Storefront or a custom landing page showing a curated selection of your products. Only brand-registered sellers can use Sponsored Brands.
When to Use Them
Sponsored Brands work best for building brand awareness, showcasing your product range, and capturing customers at the top of the search funnel. They complement Sponsored Products (which target specific product purchases) by introducing customers to your brand before they have decided on a specific product. Use them when you have multiple related products to showcase and want to drive storefront visits.
Campaign Types
Sponsored Brands offers several formats. Product collection shows multiple products with a custom headline. Store spotlight links to different pages of your storefront. Video ads play automatically in search results and can dramatically increase click-through rates. Each format suits different objectives — product collection for range awareness, store spotlight for brand exploration, and video for product demonstration.
Creating Effective Headlines
Your headline is limited to fifty characters and must communicate why a customer should click. Focus on your unique value proposition or category ownership — "Premium Kitchen Accessories" or "Award-Winning Skincare Range" rather than generic statements. The headline should make customers curious about your brand and products enough to click through and explore.
Targeting and Bidding
Target keywords relevant to your product category — both specific product keywords and broader category terms. Sponsored Brands typically have lower conversion rates than Sponsored Products because they target awareness rather than immediate purchase intent. Adjust your expectations and bids accordingly — cost per acquisition will usually be higher, but you are building brand recognition that pays off through future organic sales.
Measuring Success
Look beyond direct sales metrics for Sponsored Brands. Track new-to-brand customers (people buying from you for the first time), storefront visits, and halo sales (purchases of products not directly featured in the ad). A Sponsored Brands campaign that drives customers to your storefront where they buy three products has more value than the direct attribution metrics suggest.