Amazon gives you three Sponsored ad types, and new sellers often try all three at once, then wonder why nothing’s profitable. Here’s what each actually does and the order that works.
Sponsored Products vs Brands vs Display, which should you use?
Use Sponsored Products first, it drives the most sales, is the simplest to run, and needs no Brand Registry. Add Sponsored Brands for top-of-search visibility once you have several products, and Sponsored Display to retarget shoppers and defend your listings. Start with one, not all three.
Sponsored Products
The default and the workhorse. It promotes a single product in search results and on product pages, and it will drive most of your ad sales. No Brand Registry needed, low complexity, high impact. Every seller starts here.
Sponsored Brands
Banner ads featuring your logo and multiple products, usually at the top of search. They build recognition and send traffic to your Store or a product list. Worth it once you have a handful of SKUs and want to own more of the results page. Requires Brand Registry.
Sponsored Display
Ads that follow shoppers on and off Amazon, including onto competitor listings. Best for retargeting people who viewed but didn’t buy, and for defending your own listings from competitors. Also needs Brand Registry.
A simple order to roll them out
- Sponsored Products, get them profitable and gather keyword data.
- Sponsored Brands, add once you have multiple products and want top-of-search visibility.
- Sponsored Display, add for retargeting and defense once the first two are steady.
The bottom line
One ad type done well beats three done thinly. Nail Sponsored Products, then expand. For how these fit a full strategy, see the Amazon PPC management guide, or have our advertising team build the whole ladder around your margins.