Amazon provides sellers with a variety of advertising solutions, allowing sellers to more precisely control their advertising positions. There is no doubt that Amazon ads are one of the best ways to get your product noticed and purchased.
The Three types of Amazon Sponsored ads
Amazon Sponsored Products ads appear on the right, bottom, and product details page of the search result. Because of its keyword positioning function, it helps to attract target consumers.
The advantage of Amazon Sponsored Products ads is that they can well integrate with listing and search results. Buyers are almost indistinguishable. And they are likely to feel that the product display at the top of the search results because of its popularity. And you can advertise with a budget as low as $1 a day.
Amazon Sponsored Brands ads are banner ads, to promote products below the Amazon search bar. In this way, after searching for products, advertisements directly related to keywords will be displayed.
When a shopper clicks on your Sponsored Brands ads, they will be directed to your brand’s custom landing page. If they choose to click on a product within that product, they will be directed to the product page.
Compared with Amazon brand promotion and product promotion ads, one difference of Amazon display promotion is that they will not appear in front of customers based on keyword searches. This means that when customers visit Amazon.com and enter what they are looking for in the search bar, product promotion and brand promotion advertisements will be displayed in search results based on the customer’s search.
Difference between the three types ads
1. Who can use?
Sponsored Products ads are available for professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies. Products must be in one or more eligible categories and be eligible for the Featured Offer in order to advertise.
Sponsored Brands ads are available for professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies.
Sponsored Display ads are available to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. In order to advertise, your products must be in one or more eligible categories. Sellers will need (must meet ALL criteria):
- An active Amazon professional seller account
- Ability to ship to all US addresses
- Vendors must sell products within approved hardlines, softlines, books, and consumable categories on Amazon. Vendors who do not sell products directly on Amazon are not eligible to use Sponsored Display.
2. Where will the ad appear?
Sponsored Products ads display at the top of, alongside, or within shopping results and on product pages. Ads may appear on both desktop and mobile.
Sponsored Brands ads display on top of, alongside, or within shopping results. Ads may appear on both desktop and mobile.
Sponsored Display ads may appear both on and off Amazon on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.
3. Automatic Targeting
Sponsored Products ads support automatic and manual targeting.
However, Sponsored Brands ads and Display ads can not support automatic targeting. Sponsored display ads use browsing and buying signals to automatically reach audiences who may be interested in your promoted product.
4. Keyword Targeting
There are 3 different keyword match types for Sponsored Product ads and Sponsored Brand ads to tie the keywords you bid on to a user’s search query.
Keyword match types:
- Broad Match: This match type allows for the most traffic and exposure. A customer’s search term must contain your keywords or synonyms for your keywords. These keywords can be anywhere in the searcher’s query, allowing for other words before, after, or in between the key phrase. For example, if your keyword is “mouse pad”, users who search for “largen mouse pad” will still see your ad.
- Phrase Match: A customer’s search term must contain your keywords in sequence but allows for other words to appear before or after the phrase.
- Exact Match: A customer’s search query must exactly match your keyword in order for your ad to be shown. It is the most narrow type of keyword targeting available but also is more likely to be the most relevant to a shopper.
5. Product Targeting
Product targeting allows you to target specific products and/or categories of detail pages on Amazon to help reach new customers.
Sponsored Brands ads can’t support product targeting. Product targeting is suitable for Sponsored display ads and sponsored product ads.
For better manage your ad campaigns, you can try our Sponsored Ads Tool.