Are you burning cash on Amazon Ads yet still struggling to cut through the noise? Fret not, many sellers face the same frustration: they invest in Amazon PPC campaigns but get no real results, and end up wondering what went wrong.
The Amazon marketplace is fiercely competitive, and its better to be intimately informed about things before making decisions, instead of shooting in the dark. Here is where sellers get confused and end up mixing these Ad types – Sponsored Products, Sponsored Brands, or Sponsored Display.
In this comprehensive and easy-to-read blog, we will decipher and cut through the confusion. We shall reveal the strengths and weaknesses of each Amazon PPC Ad type. Whether you’re battling low conversion rates, overspending on Ads that don’t perform, or simply feeling overwhelmed by the choices, we are here to make things easier for you.
You’ll discover actionable insights that will turn your headaches into massive profits, build lasting brand impact, and recapturing sales through effective retargeting.
We have compiled an easier yet complete explanation, so by the end of this blog you will be better informed and make better decisions with your money.
Explanation of Amazon PPC Ad Types
Amazon’s advertising platform offers diverse options designed to meet different marketing objectives. Let’s dig deep into each Ad option:
1. Amazon Sponsored Products
What They Are:
Amazon Sponsored Products Ads appear within search results and on product pages. They are used to target individual products and are great for driving immediate sales.
They are the most popular and straightforward Amazon PPC format. They are designed to promote single / individual listings
Key Benefits:
- High Conversion Potential – Sponsored Products target shoppers with high-purhcase intent.
- Ease to Set up – Quick and hassle-free to launch with simple targeting options such as keyword and product targeting.
- Budget Friendly – You only pay when a customer clicks on your ad, thus making it cost effective for many sellers.
When to Use:
- To boost sales for high-performing products.
- Launching new products, when immediate visibility is crucial.
- When you have clear keywords to rank on & also match your products.
2. Amazon Sponsored Brands Ads
What They Are:
Amazon Sponsored Brands Ads are designed to drive brand awareness. They appear prominently at the top of search results, or videos/reels that play automatically when customers browse, featuring your logo custom headline, and a curated selection of products.
Key Benefits:
- Brand Popularity & Recognition – Elevates your brand’s presence and tells your brand story.
- Multi-Product Promotion – Showcasing multiple products in one Ad for cross-selling.
- Better Customization – Create and use custom headlines and other creative elements to capture online shoppers’ attention.
When to Use:
- To introduce your brand to new visitors / customers.
- When launching a line of products, or even a new store.
- To make your brand stand out from competitors, and build a compelling narrative.
3. Amazon Sponsored Display Ads
What They Are:
Amazon Sponsored Display Ads are designed for audience targeting and remarketing. They help you reach those buyers who show interest in similar products or have previously viewed your listings.
Key Benefits:
- Effective Retargeting – Reconnect with those shopper who didn’t convert on their first visit.
- Wider Reach – Expand your Advertising game beyond the confines of search results, and reach customers across various pages on Amazon.
- Flexible Targeting Options – Make use of both product targeting & audience demographic insights for effective campaign management.
When to Use:
- Best for retargeting campaigns with the objective of recovering lost sales / potential customers.
- To increase the overall product exposure, reach more eyes, and tap into newer but related customer segments.
- To complement the Sponsored Products or Sponsored Brands campaigns with a broader outreach.
Difference between Amazon Sponsored Ad Types – Comparative Analysis
| Feature | Sponsored Products | Sponsored Brands | Sponsored Display |
| Primary Objective | Direct product sales | Brand awareness & multi-product promotion | Retargeting & audience expansion |
| Placement | SERPs & Product pages | Top of SERPs & branded store pages | Across Amazon pages & off-Amazon |
| Targeting Options | Keyword & Product Targeting | Keywords and Product Selection | Audience insights, product & interest targeting |
| Ad Format | Single Product listings | Customizable logo, headline, and other creatives | Display banners and dynamic Ads |
| Cost Efficiency | Pay-per-click based on sales/conversions | Higher investment for brand impact | Flexible budgeting with advanced targeting |
Which Ad Type Works Best? Making the Right Choice
The short and real answer is: it depends on your business objectives and what you seek to achieve.
Here is a strategy to help you decide better:
- For Immediate Sales: Sponsored Products are ideal if you want to drive quick and massive sales in short time & improve product visibility in search result.
- For Building Your Brand: Sponsored Brands are a perfect choice if you are looking to elevate brand presence and drive traffic to your Amazon storefront.
- For Retargeting and Expanding Reach: Sponsored Display works best for capturing the interest of high-intent customers who already have engaged with your products, or are browsing similar items online.
Even better, a combination of these Ad types can offer a more comprehensive and complete approach to maximizing your Amazon PPC efforts. Experiment with different campaigns, monitor performance closely, and make strategic changes backed by data insights.
Level Up Your Amazon Advertising & PPC Strategy – with Shopin Ecom
Are you frustrated with burning Ad spend that doesn’t deliver the results you need? Do you struggle with making decision between these Ad types?
Shopin Ecom is here to save the day! We specialize in converting underperforming campaigns into revenue engines. Our team operates on real-time data, personalized action plans, so we can fine-tune every aspect of your Amazon PPC strategy.
We make sure that every dollar of yours is being put to work & is generating revenue one way or the other.
We understand the overwhelming complexities of Amazon advertising, that’s why you need experts by your side to give you the edge you need that could lead to growth and even a massive breakthrough.
Schedule a meeting with us by filling this short form, and lets talk advertising.
