What are Sponsored Brands Ads on Amazon?

Amazon Sponsored Brands Ads

With Amazon Sponsored Brands Ads, sellers can quickly increase the visibility of their brand among buyers searching for similar products. These ads appear on Amazon's product pages and typically include a brand logo, a title, and a selection of products. This effectively enhances brand awareness among your target audience. When a customer clicks on your logo, they are directed to a destination page of your choice or your Brand Store. If a customer clicks on a product in a Sponsored Brands Ad, they are immediately taken to that product detail page.

These ads have recently started appearing on the Amazon website. This blog explores the added value of brand ads for your business and brand. Currently, Sponsored Brands Ads are available only to brand owners, so your brand must be registered with Amazon's brand registry program to utilize them.

How do Sponsored Brands Ads work exactly?

Sponsored Brands Ads are an option within the Amazon advertising platform. They allow you to promote not only your products but also your brand to your target audience. Sponsored Brands Ads are highly suitable for businesses looking to grow their brand. With Amazon's extensive reach across Europe, this is a new way to generate international recognition. You can become more well-known among your target audience, reach new customers, and strengthen your brand's position both on Amazon and beyond.

Similar to Amazon Sponsored Products, these ads are displayed based on keywords that you can specify. This means you can choose to display ads specifically for your brand name or under keywords used by your target audience.

The Creative Part

One major advantage of Amazon Sponsored Brands Ads is that the ad creatives have a fixed format, making it easier for brands to use these ads. Additionally, with Amazon's handy tools, you do not need a lot of material. With just an image of your logo and a product photo, you're on your way. Currently, Amazon offers three different types of ads: product collections, store spotlights, and video ads.

- Product Collection: This format is similar to the collection ads you might know from Facebook and Instagram. It allows you to display three products along with your logo and a headline. Make sure the products you choose meet Amazon's listing guidelines.

- Store Spotlights: This ad format is designed for sellers with a storefront, making it easy to promote your store. The store spotlight consists of a logo, headline, and a lifestyle image, linking directly to your storefront.

- Video Ads: This format may be more challenging because it requires a video about your products. However, video ads offer the most impressive possibilities among the three types. If you have a great product video, this ad format is a must-have in your awareness campaign.