Headline ads, also known as Sponsored Brands, are Amazon's top funnel keyword-driven banner ads that appear at the top of Amazon's search results page. These ads are prominently placed ”above the fold,” providing advertisers with the opportunity to capture consumers with a combination of graphics and text. Sponsored Brand ads will feature your brand logo, a custom headline, and up to three of your products.
While Sponsored Brand ads are designed to target customers for specific search terms or keywords, Amazon Display Ads focus mainly on either a specific product category or shared interest, enabling vendors to leverage Amazon's extensive consumer database. Display Ads allow vendors the opportunity to compete head-to-head by ensuring their listing appears directly under the buy box. This approach can also be used to promote complementary products, such as toner for a printer, HDMI cables for a television, or tea to accompany a teapot.
Display Ads are available in a variety of formats including Amazon websites, apps, and devices, as well as sites and apps not owned by Amazon. Display Ads are sold on a CPM (cost-per-thousand impressions) basis and prices can vary depending on the format and placement.
Sponsored Product Ads
Amazon Advertising also offers a cost-per-click Sponsored Products program. This advertising option appears on search results pages and product detail pages, helping drive sales and product visibility. Sponsored Products 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 approved for the “Buy Box” in order to advertise.
For example, used and refurbished products are currently not eligible for Sponsored Products ads. The Buy Box is the box on a product detail page where customers begin the purchase process by adding items to their shopping carts or immediately checking out. Amazon uses performance-based criteria to determine your Buy Box eligibility and placement status.
Every brand has a compelling story and video is a great way to share it with potential customers. Your Video Ad will be embedded within high-quality content across the Internet as well as trusted environments including Amazon sites and devices. Once a Video Ad is clicked, the customer can be directed to a product page on Amazon, your business’ website, or another destination on the internet.
If your business is looking for a unique advertising opportunity, Amazon offers Custom Ads, regardless of if they sell products on Amazon. Custom Ads are just that – customized to your specific business goals.