Amazon Sponsored Brands: Formats, Pricing and Setup Guide
Sponsored Products ads sell individual items. Sponsored Brands ads sell your brand: a logo, a headline and several products or a video at the top of search results. For brand-registered sellers, they are often the next step after a solid Sponsored Products setup. This guide explains what Sponsored Brands offers according to Amazon Ads, the pricing options, and a practical way to set up and manage campaigns.
What Sponsored Brands is
Amazon Ads describes Sponsored Brands as "an advertising solution built to help customers discover your brand within the Amazon store" (Amazon Ads, accessed Oct 21, 2026). Ads can send shoppers to your Brand Store or to a product detail page.
| Item | What Amazon Ads says |
|---|---|
| Who can use it | Vendors, book vendors, KDP authors, agencies, and professional sellers enrolled in Amazon Brand Registry |
| Not eligible | Adult, used, refurbished and closed-category products |
| Formats | Video ads; image ads (including AI-generated custom visuals at no cost); collections showing multiple products |
| Placements | Above, alongside or within shopping results on desktop and mobile; top of search; product pages; top of mobile search results and the mobile home page |
| Pricing options | Cost per click (CPC); cost per 1,000 viewable impressions (vCPM); fixed, upfront reserved share of voice for top-of-search on branded keywords (minimum spend commitment) |
| Minimums | No minimum spend for CPC and vCPM campaigns; bids can be adjusted or campaigns paused any time |
Features vary by marketplace. If you are not yet in Brand Registry, start with our US trademark guide.
Results Amazon highlights
Amazon's page includes case studies, with sources noted:
- Loftie: return on ad spend of $5.66 and ACOS of 17.68% (agency-provided data, US, 2023).
- NF Imports: 80% of sales from new customers between March 2018 and December 2022 (advertiser-provided data, Japan).
- HP: impressions up 224% and clicks up 142% year over year, including a 42% increase in clicks for Sponsored Brands video placements (no footnote given).
These are selected examples supplied by advertisers or agencies, not averages. Use them as an idea of what is possible, not as a forecast.
Which format to use when
- Collection (multiple products): good for category keywords, where you want to show a range, for example "yoga mats" or "travel adapters." Pick three products that sell well together.
- Video: good for products that need a demo. Keep it short, show the product in the first seconds, and make it work without sound.
- Brand Store landing page: good for brand keywords and broader catalogs, sending shoppers to a curated Store.
A simple setup that works
- Start with proven keywords. Use search terms that already convert in your Sponsored Products campaigns. Sponsored Brands rarely works as a discovery tool for brand-new products.
- Separate brand and non-brand campaigns. Protect your brand name with one campaign and grow category traffic with another, so you can judge each fairly.
- Choose the pricing model by goal. CPC for traffic and sales; vCPM if your goal is impression share; reserved share of voice only when owning top-of-search on your brand terms is worth a fixed commitment.
- Use a dedicated landing page. Send collections to a Store page with the same products, not a generic home page.
- Measure new-to-brand customers. Sponsored Brands is about building the brand; look at new-to-brand orders as well as ACOS.
- Review weekly. Add negative keywords, pause poor creatives, and move budget to the best performers.
Keep Sponsored Products as the base of your Amazon ads. Add Sponsored Brands on keywords where you already convert, then expand. See our Sponsored Products bidding guide.
Common mistakes
- Judging it only on ACOS. Sponsored Brands often costs more per sale than Sponsored Products but brings in shoppers who have not bought from you before. Track new-to-brand orders alongside ACOS.
- Weak creative. A blurry logo, a generic headline or a video that starts slowly wastes the most visible spot on the page.
- Mismatched products. Showing unrelated items in one collection confuses shoppers; keep each ad to one need.
- Bidding on everything. Broad, unproven keywords burn budget quickly at top-of-search prices.
How Atronia Innovations can help
We manage Amazon advertising for brands, including Sponsored Brands creative and video through our Creative Studio add-on (+$699/mo). We have managed $10M+ in ad spend. See our plans or contact us.
