Mastering Amazon Sponsored Products: A Beginner’s Guide

Amazon Sponsored Products is a powerful advertising platform for businesses looking to increase their visibility and sales on Amazon. With over 300 million active customer accounts, leveraging this channel is essential for any e-commerce campaign. This comprehensive guide will explore the ins and outs of Amazon Sponsored Products, helping you make the most of this advertising opportunity.

What are Amazon Sponsored Products?

Amazon Sponsored Products are pay-per-click (PPC) advertisements that promote individual product listings on Amazon. These ads appear in various locations throughout the Amazon platform, including search results and product detail pages. By bidding on specific keywords, advertisers can increase their product’s visibility, ultimately leading to higher sales and conversions.

Why Should You Advertise on Amazon?

Amazon is a goldmine for businesses looking to increase their online sales. With millions of users making purchases on the platform, advertising on Amazon is a no-brainer for e-commerce businesses. Some of the benefits of advertising on Amazon include:

  1. Profitable increase in sales
  2. Promoting rapid sales
  3. Testing new product ideas
  4. Avoidance of competition
  5. Increase in organic sales

Furthermore, Amazon has a significantly higher conversion rate compared to other websites. On average, Amazon PPC conversion rates are 9.55%, while other sites have an average conversion rate of 1.33%. This demonstrates the potential of Amazon advertising to drive sales and revenue for your business.

Types of Amazon Sponsored Products Ads

There are three main types of Amazon Sponsored Products ads:

  1. Sponsored Products Ads
  2. Sponsored Brands Ads
  3. Sponsored Display Ads

Each ad type has its advantages and can be used to achieve different advertising goals.

Sponsored Products Ads

Sponsored Products Ads are the most popular ad format on Amazon. They are self-service, cost-per-click (CPC) advertisements that promote individual product listings. These ads appear in search results and product detail pages, making them highly visible to potential customers.

Advertisers can target specific keywords to ensure their ads are relevant to their target audience. This can lead to increased visibility and higher returns on investment (ROI).

Sponsored Brands Ads

Sponsored Brands Ads, also known as “headline search ads,” are aimed at top-of-the-funnel customers who are just beginning their Amazon search journey. These ads appear above, to the left of, or below search results and highlight your brand with a custom headline, brand logo, and multiple products.

Sponsored Brands Ads are an effective tool to gain visibility, boost sales, connect shoppers to your products or store, and create a branded shopping experience.

Sponsored Display Ads

Sponsored Display Ads are self-service CPC ads that use automatically generated display ads to target specific audiences based on relevant shopping behavior both on and off Amazon. These ads appear on Amazon product detail pages or retarget consumers with specific interests or viewing history on other web pages.

Sponsored Display Ads are best used to sway customers away from competitor pages or capture interest by displaying a related product or service. They can help increase your presence on multiple channels, leading to higher overall conversion and sales.

Getting Started with Amazon Sponsored Products Ads

Before you start advertising on Amazon, you will need to sign into your seller or vendor account. If you do not have either of these accounts, you can explore Amazon’s various pricing and plans to fit your needs here.

Once you have signed up for the appropriate plan and logged into your Amazon account, you can begin setting up your ad campaigns.

Creating and Optimizing Amazon Sponsored Products Campaigns

To create a successful Amazon Sponsored Products campaign, you need to follow these steps:

  1. Create well-structured campaigns by product category
  2. Create compelling and urgent ad copy
  3. Ensure your ad copy is as specific as possible
  4. Bid on popular brands that sell similar products
  5. Experiment with all three ad formats
  6. Use negative keywords and be conservative with match types

By following these steps, you can optimize your Amazon Sponsored Products campaigns for maximum visibility, conversions, and ROI.
If you need help with these, feel free to reach out to Amazon support or contact us at WestMetric to manage your amazon sponsored products campaigns.

Analyzing and Measuring Amazon Sponsored Products Performance

To ensure your Amazon Sponsored Products campaigns are effective, it is essential to analyze and measure their performance regularly. Some of the key performance indicators (KPIs) you should track include:

  1. Advertising Cost of Sales (ACoS)
  2. Click-through rate (CTR)
  3. Conversion rate
  4. Return on ad spend (ROAS)

By monitoring these KPIs, you can make data-driven decisions to optimize your campaigns and improve their performance.

Amazon Sponsored Products Best Practices

To make the most of your Amazon Sponsored Products campaigns, consider following these best practices:

  1. Optimize your product listings before starting a campaign
  2. Calculate your required advertising budget in advance
  3. Ensure your product has predominantly positive reviews
  4. Test different campaign strategies and ad types
  5. Monitor your campaigns regularly and make adjustments as needed

By following these best practices, you can ensure your Amazon Sponsored Products campaigns drive results for your business and help you achieve your advertising goals.

Utilizing Third-Party Tools to Optimize Amazon Sponsored Products Campaigns

Several third-party tools can help you optimize your Amazon Sponsored Products campaigns even further. One such tool is Semrush’s PPC Optimizer for Amazon. This tool can launch a PPC campaign for you and automate your ad management, saving you time and effort.

With the PPC Optimizer for Amazon, you can run one campaign for one product without a paid subscription, allowing you to make the most of your advertising budget at no extra cost.


Amazon Sponsored Products is a powerful and effective advertising platform for businesses looking to increase their visibility and sales on Amazon. By understanding the different ad formats, creating and optimizing campaigns, and using best practices, you can make the most of this advertising opportunity and boost your e-commerce success.

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