Advertising on Amazon is one of the most effective ways for FBA (Fulfillment by Amazon) sellers to increase visibility and drive sales. With millions of products listed, getting your product to stand out can be a challenge. That’s where Amazon’s variety of advertising options come into play. Whether you’re just starting out or looking to scale your business, understanding the different types of Amazon ads can help you create a smarter, more effective marketing strategy.
Let’s dive into the different types of Amazon advertising options available for FBA sellers and explore how each can help grow your brand and increase your revenue.
1. Sponsored Products
Sponsored Products ads are perhaps the most popular type of Amazon ad. These ads promote individual product listings and appear directly within search results and on product detail pages. They blend in seamlessly with organic listings, making them a powerful tool for boosting visibility.
Key benefits include:
- Automatic and manual targeting options
- Cost-per-click (CPC) model
- Higher conversion rates due to relevant placement
Ideal use: Sponsored Products are perfect for new product launches, clearing out stock, or driving more traffic to best-selling items.
2. Sponsored Brands
Formerly known as “Headline Search Ads,” Sponsored Brands ads help to promote your brand along with multiple products through customizable headlines and logos. These ads appear above search results and can drive shoppers to a custom landing page or your Amazon Store.
Features of Sponsored Brands:
- Showcase three or more products in a single ad
- Include your brand logo and slogan
- Link to custom landing pages or branded storefronts
Ideal use: Sponsored Brands are excellent for building brand awareness and guiding customers through broader product categories.
3. Sponsored Display
Sponsored Display ads go beyond Amazon’s website. They allow you to engage with audiences both on and off Amazon, retargeting users who have previously viewed your products or similar items. These ads appear on product detail pages, customer review pages, and third-party websites.
Sponsored Display highlights:
- Audience targeting based on behavior
- Ad placements beyond Amazon’s ecosystem
- Visual display ads that stand out
Ideal use: Use Sponsored Display to re-engage potential buyers and introduce your products to new audiences beyond typical search traffic.
4. Amazon DSP (Demand Side Platform)
For those looking to elevate their advertising strategy, Amazon DSP provides access to advanced programmatic advertising. It enables FBA sellers to purchase display, video, and audio ads at scale, not only on Amazon but across the web.
Benefits of Amazon DSP:
- High-level audience segmentation
- Extensive reach across Amazon-owned and third-party sites
- Ideal for brand-building campaigns
Ideal use: Amazon DSP works best for brands aiming to create awareness, engage with customers across different platforms, and gain repeat buyers.
5. Video Ads
Video Ads are gaining popularity fast due to their engaging and dynamic format. These ads can appear within search results, on product pages, or even off-Amazon platforms depending on your advertising plan.
Top advantages:
- Effectively showcases product features and usage
- Captivates users with movement and sound
- Higher engagement compared to static images
Ideal use: Video Ads are ideal for demonstrating complicated features or highlighting the unique benefits of your product.
Which Ad Type Is Right for You?
Choosing the right ad type depends on your specific goals:
- Boost visibility? Start with Sponsored Products.
- Increase brand recognition? Sponsored Brands and DSP are great options.
- Boost retargeting and off-Amazon reach? Go for Sponsored Display and DSP.
- Enhance engagement? Invest in Video Ads.
Many successful FBA sellers use a mix of these ad types to build comprehensive advertising strategies. Testing different formats and refining campaigns based on real data can dramatically improve your return on investment (ROI).
Whether you’re aiming to dominate search results or strategically build your brand story, Amazon’s versatile ad platform offers something for every seller willing to invest the time and budget to scale smartly.
