Sponsored Brands is Amazon's cost-per-click ad format for brand-registered sellers. It comes in three formats: the product collection banner with your logo, a headline and three products; the Store spotlight, which sends shoppers to pages of your Brand Store; and Sponsored Brands video, which plays a short clip inline in search results. The banner usually appears above the organic results, the video in the middle or lower on the page.
Why it matters
Sponsored Brands is the format that puts a brand name, not just a product, in front of a shopper at the moment of search. It is the main way to send paid search traffic to a Store page where no competitor appears, and it is the format that reports new-to-brand orders, so it is central to any brand-building objective. Sponsored Brands video in particular often earns a strong click-through rate because it is the only moving element on the page.
It converts differently from Sponsored Products. A banner that lands on a Store page with six products asks the shopper to make another choice before buying, so it typically shows a lower direct conversion rate but a higher average order value and more brand halo sales.
What moves it
- Landing page match. A keyword about one product should land on that product's Store page or a product list, not the Store home.
- Video content. The first two seconds have to show the product; the ad plays muted, so on-screen text carries the message.
- Headline copy, which goes through Amazon moderation and cannot make unsupported claims.
- Keyword selection. Sponsored Brands works best on proven, high-intent terms and on your own brand terms for defense.
How we use it
We introduce Sponsored Brands once Sponsored Products has shown which keywords convert, and we lead with video where the brand has usable footage. Every campaign lands on a page built for its keyword. We judge it on new-to-brand share and total brand sales, not on ACoS alone, because its job is different from a Sponsored Products exact-match campaign.