The Guide to Types of Amazon Ads

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Amazon offers a variety of advertising options to help sellers and brands enhance their reach and boost sales. This guide will explore the four major ad types available: Sponsored Products (SP), Sponsored Brands (SB), Sponsored Display (SD), and Amazon’s Demand-Side Platform (DSP). Each ad type has unique features and benefits, making them suitable for different marketing strategies.

Sponsored Products (SP) ads are one of the most popular and widely used ad types on Amazon. They allow sellers to promote individual product listings within Amazon’s search results and product detail pages. These ads appear with a “Sponsored” label and can significantly increase product visibility. Sponsored Products are keyword-targeted, meaning sellers bid on specific keywords related to their product, and the ads are displayed when shoppers search for those keywords. This ad type is highly effective for driving immediate sales and improving product ranking in search results.

Sponsored Brands (SB) ads are designed to increase brand visibility and awareness. These ads showcase a custom headline, brand logo, and up to three products in a distinguished banner at the top of search results. Sponsored Brands are ideal for sellers looking to highlight their brand and product portfolio. They offer more creative space and flexibility, allowing sellers to tell their brand story and direct shoppers to a chosen landing page or their Amazon Store. This ad type is excellent for establishing brand recognition and driving traffic to a broader range of products.

Sponsored Display (SD) ads provide a powerful way to reach and engage shoppers both on and off Amazon. These ads appear on Amazon’s product detail pages, customer review pages, and third-party websites. Sponsored Display uses Amazon’s audience data to target shoppers who have shown interest in similar products or categories. This ad type is particularly useful for retargeting customers who have viewed but not purchased a product, helping to re-engage them and encourage a purchase. Sponsored Display ads are easy to set up and manage, making them accessible for sellers looking to expand their advertising reach.

Demand-Side Platform (DSP)

Amazon’s Demand-Side Platform (DSP) offers advanced automated advertising capabilities. DSP allows advertisers to purchase video, display, and audio ads systematically both on Amazon’s sites and apps, as well as across the web. With DSP, brands can reach audiences based on various targeting options, including demographic data, shopping behavior, and interests. This ad type is ideal for large-scale initiatives aimed at driving brand awareness and customer accumulation. DSP offers resilient reporting and analytics, enabling advertisers to measure campaign performance and optimize strategies for maximum impact.

Each Amazon ad type offers unique advantages tailored to different marketing objectives. Sponsored Products are great for driving immediate sales, Sponsored Brands enhance brand visibility, Sponsored Display excels in retargeting and audience engagement, and DSP provides comprehensive systematic advertising solutions. By understanding and utilizing these ad types, sellers and brands can effectively reach their target audience, boost sales, and achieve their marketing goals on Amazon.

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