Amazon has grown to become a leading platform not only for online shopping but also for advertising. With millions of customers browsing the site daily, Amazon ads offer a powerful way for brands to reach their target audience. To make the most of this platform, it’s essential to understand the different types of Amazon ads available and their unique features. Here’s a comprehensive guide:
1. Sponsored Products
Sponsored Products are the most relevant type of Amazon ads.. These ads appear directly within search results and on product detail pages, blending seamlessly with organic listings.
- Who can use it? Sellers, vendors, and agencies.
- Targeting options: Keyword targeting (manual or automatic) and product targeting.
- Best for: Driving sales and improving product visibility.
2. Sponsored Brands
Previously known as Headline Search Ads, Sponsored Brands highlight a brand’s portfolio by featuring a logo, custom headline and up to three products in the ad.
- Who can use it? agencies, vendors and sellers who have signed up for the Amazon Brand Registry.
- Placement: Top of the search results page, alongside organic listings.
- Best for: Boosting brand awareness and showcasing multiple products.
3. Sponsored Display
Sponsored Display ads are highly effective for retargeting customers who have shown interest in your products or similar items.
- Who can use it? agencies, vendors and sellers who have signed up for the Amazon Brand Registry.
- Targeting options: Audience targeting, product targeting and contextual targeting.
- Best for: Retargeting shoppers and reaching new audiences outside Amazon.
4. Amazon DSP (Demand-Side Platform)
Amazon DSP allows advertisers to programmatically buy display and video ads across Amazon-owned sites, apps and third-party publishers.
- Who can use it? Large-scale advertisers (with or without selling on Amazon).
- Ad formats: Video ads, display ads and custom creatives.
- Best for: Advanced targeting and expanding brand presence outside Amazon.
5. Video Ads
Video ads are visually engaging and can appear on Amazon’s home page, product detail pages and Amazon-owned sites.
- Who can use it? Vendors and advertisers with creative resources.
- Best for: Telling a brand’s story and driving deeper engagement.
6. Audio Ads
Audio ads play during breaks on Amazon Music’s free tier, allowing brands to connect with customers in a non-intrusive way.
- Who can use it? Brands looking to leverage audio platforms.
- Best for: Reaching audiences in a hands-free setting, such as while they’re driving or working.
7. Custom Ads
Custom Ads are bespoke campaigns designed to meet specific branding goals. They often include premium placements and innovative formats.
- Who can use it? High-budget advertisers.
- Best for: Creating unique, high-impact campaigns tailored to a brand’s needs.
Choosing the Right Ad Type for Your Goals
Each Amazon ad type serves different purposes, so selecting the right one depends on your goals:
- Boost sales: Sponsored Products and Sponsored Brands.
- Increase brand awareness: Sponsored Brands and Custom Ads.
- Retarget customers: Sponsored Display and Amazon DSP.
- Engage audiences: Video and Audio Ads.
Final Thoughts
Amazon advertising is a versatile tool for reaching millions of shoppers. By understanding the various ad types and their strengths, you can craft a strategy that aligns with your objectives and maximizes your ROI. Whether you’re a new seller or an established brand, Amazon ads offer opportunities to connect with your audience like never before.