Side by side
| Sponsored Products | Sponsored Brands | Sponsored Display | |
|---|---|---|---|
| Shows | One product | Logo, headline, several products or a video | One product |
| Appears | Search results, product pages | Top of and within search results | Product pages, off Amazon |
| Targeting | Keywords, products, automatic | Keywords, products | Products, audiences |
| Who can run it | Any Professional seller | Brand Registry | Brand Registry |
| Attribution | 7 days | 14 days | 14 days |
A 14-day window credits more sales to an ad than a 7-day one. Compare ACOS across ad types with that in mind.
When to use each
- Sponsored Products for nearly everything: they sit where shoppers decide and sell one product at a time, so their figures tie to one margin. Start here.
- Sponsored Brands for your own brand terms and for category searches where several of your products answer the same need. A headline and logo also introduce the brand.
- Sponsored Display for reaching shoppers on product pages and those who viewed your product and left. Watch its ACOS against break-even closely, and its 14-day attribution.
Measuring them on one basis
Ad types report in different places with different windows, so an account total mixes them. Read each against your break-even ACOS by product, and read TACOS to see whether all of it together grows total sales.
Questions
- What is the difference between Sponsored Products and Sponsored Brands?
- Sponsored Products advertise one product in search results and on product pages. Sponsored Brands show your logo, a headline and several products, and need Brand Registry.
- Do I need Brand Registry to advertise on Amazon?
- Not for Sponsored Products. Sponsored Brands and Sponsored Display need it. Brand Registry guide.
- Which Amazon ad type has the best ACOS?
- Brand-term campaigns usually run the lowest ACOS whatever the type. Compare types per product, and remember the 14-day window flatters Brands and Display.
Keep going
GuidesWhat is Amazon PPCHow the ad auction works, what a click costs, and how to judge the result.GuidesAmazon Brand RegistryRequirements, enrollment steps, cost, and the tools it unlocks.GuidesWhat is ACOSWhat ACOS stands for, the formula, and what pushes it up or down.GuidesAn Amazon PPC strategyTargets by product stage, a campaign layout, and the weekly loop.