Amazon Global Selling > Amazon Advertising
Amazon Ads: Increase visibility of your products
Maximize your product’s visibility and connect with shoppers looking for products like yours through Amazon Ads.
What is Amazon Ads?
Amazon Ads is Amazon’s suite of advertising tools designed to help you reach more customers and grow your brand on Amazon. Run targeted ad campaigns to enhance product visibility, engage potential customers, and drive sales. Campaigns are easy to set up and can be customized to your budget and needs.
Did you know?
Sellers saw an average weekly lift of +31% in units ordered after launching a Sponsored Products campaign.
Why Amazon Ads?
Get discovered
Increase the visibility of your products in search results and relevant product pages, and connect with a wider audience. Place ads in high-visibility spots — such as shopping results and product detail pages — across Amazon’s global marketplaces, ensuring your products stand out.
Increase sales
Many customers come to Amazon ready to buy. By displaying your products are prominently to shoppers actively searching for similar items, Amazon ads can help you reach the right customers at the right time.
Control costs
Optimize your ad spend with our cost-per-click model. Set daily budgets, adjust bids, and track performance to ensure efficient use of your advertising budget.
Amazon Ads solutions
Sponsored Products
Sponsored Product ads appear within search results or on product detail pages. These ads use keyword or product targeting to advertise products to shoppers.
Sponsored Display
Sponsored Display ads help brands reach relevant audiences by re-engaging and retargeting shoppers across their shopping journey.
Sponsored Brands
Sponsored Brands ads feature rich creatives and are often used to share brand stories. These ads can be in various formats, including banner ads, video ads, or ads with logo and product.
Amazon Brand Stores
Amazon Stores allow businesses to showcase their brand story and product offerings in a multi-page, immersive shopping experience. Brands can use pre-designed templates to customize their store and highlight their best-selling products.
Requirements to check before you start advertising
Accounts
To use Stores or any sponsored ad, you need an active professional selling account. For Stores, Sponsored Brands, and Sponsored Display, your selling account must also be associated with a brand enrolled in Amazon Brand Registry.
Featured Offer
A product must be eligible to be the Featured Offer in order to appear in any sponsored ad. Sponsored Brands and Sponsored Display ads appear regardless of which seller’s offer is currently the Featured Offer.
Products
Sponsored ads cannot be used for adult products, used or refurbished items, or products in closed categories. For a complete list of permitted and prohibited categories, review Amazon’s creative acceptance policies for Sponsored Products, Sponsored Brands, and Sponsored Display.
New Seller Incentives
Amazon selling program
Your incentives
How to get
Sponsored Products
$50 credit
Launch a Sponsored Products campaign within 90 days of listing your first buyable Amazon Standard Identification Number (ASIN).
Coupons
$50 credit
Create a coupon within 90 days of listing your first buyable ASIN.
Here’s how Amazon Ads works
Step 1
Log in to Seller Central (or sign up if you’re a new seller)
You will need a Professional selling account to use Amazon ads tools. After logging into Seller Central, click “Advertising” to get started.
Step 2
Create your campaign
Creating your first campaign can take as little as five minutes. Select an advertising solution that aligns with your business objectives:
● Sponsored Products: Choose a product, select manual or automatic targeting, and decide how much you want to pay per click.
● Sponsored Brands: Choose at least three products, add your logo and headline, choose target keywords, and ad spend.
● Sponsored Display: Choose products and target audience, and set daily bid and budget.
If you are already enrolled in Brand Registry, you can also customize and create your own Store for free.
● Sponsored Products: Choose a product, select manual or automatic targeting, and decide how much you want to pay per click.
● Sponsored Brands: Choose at least three products, add your logo and headline, choose target keywords, and ad spend.
● Sponsored Display: Choose products and target audience, and set daily bid and budget.
If you are already enrolled in Brand Registry, you can also customize and create your own Store for free.
Step 3
Reach more shoppers
Sponsored Product ads launch immediately, while Sponsored Brands, Sponsored Display, and Stores undergo a moderation review. Based on relevance and bid, ads are shown to customers in high-visibility placements within shopping results and on product detail pages. With Sponsored Display, you can also advertise outside Amazon and reach shoppers who viewed your product detail pages, encouraging them to return to continue shopping.
Step 4
Control your costs
Most Sponsored ads are cost-per-click (CPC) ads, meaning you only pay when a shopper clicks on your ad. Set daily and campaign budgets to keep your advertising spend aligned with your financial goals. You can adjust bids for high-performing keywords and reduce spend on underperforming ones.
Step 5
Measure success
Track the performance of your campaigns with Amazon’s reporting and analytics tools. Monitor key metrics like impressions, clicks, conversions, traffic and more to optimize campaign performance and ad spend.
Frequently Asked Questions
1. How do you optimize ads on Amazon?
To optimize ads on Amazon, use relevant keywords, set competitive bids, and regularly review performance metrics. Quality images, titles, and descriptions also help increase ad effectiveness.
2. How does Amazon Ads work?
Most Amazon Ads solutions operate on a cost-per-click model. Sellers create campaigns targeting specific keywords or audiences. Ads are displayed on search results and product pages.
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