ADVERTISING
Increase visibility and sales on Amazon with advertising
Did you know that sponsored ads can help you boost your visibility, reach more customers, and increase sales?
Achieve your business goals
Make yourself known
Advertising provides a visibility boost to your brand and products. Ads occupy high-visibility placements within search results or product detail pages.
Increase sales
Many shoppers come to Amazon ready to buy. Advertising can help you reach customers who are looking for products like yours.
Check the costs
Pay only for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what's working and can fine-tune your campaigns.
Amazon Advertising is an essential part of our growth strategy.Mike ReeveIndigo Jamm
Advertising solutions with sponsored ads
Start using sponsored ads to achieve your goals
Sponsored Products
Sponsored Products are ads for individual product listings on Amazon. They appear within search results pages and product detail pages.
Sponsored Products can help you reach high-intent shoppers who are actively looking for products related to yours.
Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in search results pages, helping to drive sales and product visibility.
Sponsored Brands give you the opportunity to quickly grow consideration for your brand and collection of products from shoppers who have expressed an interest in similar products.
Sponsored Display
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging buyers throughout the buying journey, wherever they spend their time.
Sponsored Display helps you reach the right audience for your business in the Amazon store
and in thousands of third-party destinations, with display ads that are easy to create and manage.
and in thousands of third-party destinations, with display ads that are easy to create and manage.
Stores
Stores are custom multipage shopping destinations on Amazon for individual brands, which allow you to showcase your brand story and product offering. They require no website experience to use and are free of charge.
With Stores you can choose from a wide range of easy-to-create content templates and tiles, rearrange them with the easy drag-and-drop function, and create a professional-looking website without programming or design skills.
Ready to get started? Here's how it works
Step 1
Log in to Seller Central. If you’re new to selling on Amazon, sign up now
Click the 'Advertising' tab, then follow the prompts to get started. Choose the campaign type and follow the steps to create the campaign. If you want to set up a Store, click on the 'Stores' tab and follow the steps to build your first page.
Step 2
Create your campaign
You can set up a campaign in as little as five minutes. To create a Sponsored Products campaign, choose the products you want to advertise, choose between automatic and manual targeting and decide how much you want to pay per click. For a Sponsored Brands ad, choose at least three products you want to advertise, add your logo and a custom headline, and decide which keywords to target and how much you want to spend. For Stores, use our pre-built templates, drag-and-drop tiles, and dynamic widgets to create your personalised store for free. For Sponsored Display, select your audience, set your bid and daily budget, choose the products to advertise, and create your campaign.
Step 3
Reach more shoppers with sponsored ads
Sponsored Products launch immediately, and Sponsored Brands, Sponsored Display, and Stores are subject to a moderation review. Based on relevance and bid, ads are shown to customers in high-visibility placements within search results and product detail pages. Sponsored Display also enables you to publish your ads on
third-party websites and apps, allowing you to reach buyers who have viewed
your brand's product pages and encourage them to return to those pages.
When shoppers click on your Sponsored Products or Sponsored Display ads, they're taken to your product detail page. Your Sponsored Brands ads will direct shoppers to your Store or a custom landing page that displays your products.
third-party websites and apps, allowing you to reach buyers who have viewed
your brand's product pages and encourage them to return to those pages.
When shoppers click on your Sponsored Products or Sponsored Display ads, they're taken to your product detail page. Your Sponsored Brands ads will direct shoppers to your Store or a custom landing page that displays your products.
Step 4
Control your costs
Most sponsored ads are cost-per-click solutions, which means that Amazon charges you for the number of clicks you receive on your ads. You can choose how much you want to spend on a click and set a budget for the maximum amount you are willing to spend on your ads in a day.
Step 5
Measure success
You'll be able to track your impressions, clicks, click-through rate, new customers, traffic to your store, ad spend, and more. These insights will help you track performance and optimise your campaigns.
Requirements to check before you start advertising
Account
You must have an active professional sales partner account and, to use Sponsored Display, Sponsored Brands, and Stores, be enrolled in the Amazon Brand Registry.
Featured Offer
The products you advertise with Sponsored Products must be eligible for Featured Offer placement. 1 Sponsored Brands and Sponsored Display ads will be shown to shoppers regardless of who is presenting the Featured Offer.
Products
At this time, we do not support adult products, used or refurbished products, and products that belong to closed categories. For a full list of permitted and prohibited categories, see the creative acceptance policy for Sponsored Products, Sponsored Brands ads and Sponsored Display.
1 If you create an ad for a product listing that is not eligible for Featured Offer placement, your ad will not be displayed to Amazon shoppers. Ineligible ads are flagged in Campaign Manager under the Advertising tab in Seller Central.
Advertise globally
Selling in multiple countries? Don't limit yourself to advertising only in your domestic marketplace. Build your international business and introduce your brand to Amazon customers around the world by advertising in all eligible countries.
1.
Find a country where you are eligible to advertise below.
2.
Click on the flag of the corresponding country to log in to Seller Central. *
3.
Click on the 'Advertising' tab, visit Campaign Manager, and select 'Create a Campaign'.
*Registration required.
How much does it cost?
Sponsored Products and Sponsored Brands are cost-per-click ads, meaning you pay only when someone clicks on your ad. You can choose how much you want to spend for a click, and you can also set your budget. You can update your daily budget at any time.
By default, advertising costs are deducted directly from your Amazon selling partner account balance. You'll only be charged when your ad gets clicks.
Creating a Store is free of charge.
By default, advertising costs are deducted directly from your Amazon selling partner account balance. You'll only be charged when your ad gets clicks.
Creating a Store is free of charge.
Helpful resources
Advertiser success guides
Get step-by-step instructions on how to get started with sponsored ads.
Webinar
Join our live advertising webinars to help optimise your campaigns and learn advertising best practices and strategies. Marketing specialists will answer questions during live Q&A sessions.
Videos
Start advertising with these quick instructional videos from Seller University.
FAQ
Get answers to frequently asked questions about Amazon Advertising.
What are Sponsored Products?
Sponsored Products are keyword- or product-targeted ads that promote individual product listings and appear in search results and product detail pages on Amazon. To help you launch your first campaign in minutes, you can use automatic targeting. You can control how much you spend by setting your budget and choosing how much to bid for each click.
Why should I use Sponsored Products?
Sponsored Products can help you increase visibility and sales of your products by showing ads to shoppers looking for products like yours. There are no monthly fees; you only pay when shoppers click on your ad and are directed to the product detail page where your offer is listed. Consider using Sponsored Products for product visibility, new offers, exclusive selections, offers with low glance views, clearance items, and seasonal promotions.
What are Sponsored Brands?
Sponsored Brands are keyword-targeted ads that appear prominently in search results and feature a custom headline, brand logo and a collection of products within the ad creative. When shoppers click on your ad, they're taken to a product listing page, a custom landing page, or Store. Sponsored Brands are available to sales partners enrolled in the Amazon Brand Registry.
Why use Sponsored Brands?
Sponsored Brands help visibility and sales for your brand and product portfolio by appearing in high-visibility locations within search results.
What is Sponsored Display?
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging buyers throughout the buying journey, wherever they spend their time. Simply select your audience, set your bid and daily budget, choose the products to advertise, and create your campaign. Ad creatives are automatically generated with the same characteristics as sponsored ads, including a product image, price, badge, star rating and 'Buy Now' button that links back to your product detail page, making it easier for customers to browse or buy1.
1 A 'Buy Now' button may be included in ad creative based on placement.
What is the difference between Sponsored Products and Sponsored Brands?
Sponsored Products show individual product listings to Amazon shoppers when they search or browse for relevant keywords or products. Shoppers who click on the ads are taken to the product detail page. This can help improve visibility and drive sales.
Sponsored Brands are also shown to Amazon shoppers when they search for relevant keywords. These ads allow advertisers to upload a customised creative. This can include the brand logo, a unique headline, and up to three product ASINs. Shoppers who click on the ads are directed to a custom landing page or store, which can help improve brand visibility and drive sales.
Sponsored Brands are also shown to Amazon shoppers when they search for relevant keywords. These ads allow advertisers to upload a customised creative. This can include the brand logo, a unique headline, and up to three product ASINs. Shoppers who click on the ads are directed to a custom landing page or store, which can help improve brand visibility and drive sales.
Who can use Sponsored Brands, Sponsored Display and Stores?
Sponsored Brands, Sponsored Display, and Stores are available to professional selling partners enrolled in the Amazon Brand Registry, vendors, and agencies with customers who sell products on Amazon in Italy.
To enrol your brand, you must have a registered and active trademark that has been approved by Amazon. Learn more about how to enrol your brand in the Amazon Brand Registry.
To enrol your brand, you must have a registered and active trademark that has been approved by Amazon. Learn more about how to enrol your brand in the Amazon Brand Registry.
What is Stores?
A free, customised, multipage experience that showcases your brand and product portfolio.
How can I measure the performance of my Store?
The Stores insights dashboard includes data such as daily visitors, page views, and sales generated by your Store. If you promote your Store in external marketing activities, you can also add a tag to the URL to analyse your Store's traffic sources.
Where will my ads be displayed?
Sponsored Products may appear at the top of, alongside, or within search results and on product detail pages. Ads can be displayed on both desktop and mobile devices.
Sponsored Brands may appear at the top of, alongside, or within search results. Ads can be displayed on both desktop and mobile devices.
Sponsored Display ads may appear both on and off Amazon on desktop and mobile sites and on apps based on the audiences or product targeting strategy you choose.
Stores appear on Amazon's website on mobile devices, apps, and desktops.
Sponsored Brands may appear at the top of, alongside, or within search results. Ads can be displayed on both desktop and mobile devices.
Sponsored Display ads may appear both on and off Amazon on desktop and mobile sites and on apps based on the audiences or product targeting strategy you choose.
Stores appear on Amazon's website on mobile devices, apps, and desktops.
Which products are not eligible for sponsored ads?
At this time, we do not support adult products, used or refurbished products, and products that belong to closed categories. For a complete list of permitted and prohibited categories, see the creative acceptance policy for Sponsored Products, Sponsored Brands, and Sponsored Display.
What are the requirements to advertise?
You must have an active professional selling partner account.
- For Sponsored Brands, Sponsored Display and Stores, you must be enrolled in the Amazon Brand Registry.
- For Sponsored Products, you must be eligible for the Featured Offer.
If you create a Sponsored Products ad for a product listing that is not eligible for Featured Offer placement, your ad will not be displayed to Amazon shoppers. Ineligible ads are flagged in Campaign Manager under the 'Advertising' tab in Seller Central. Sponsored Brands will be shown to shoppers regardless of who is presenting the featured offer.
What is the Featured Offer?
The Featured Offer is located on the product detail page where customers begin the purchase process by adding items to their shopping carts. A key feature of Amazon's website is that multiple selling partners can offer the same product, so you may be competing with other merchants for the Featured Offer. Selling partners must meet performance-based requirements to be eligible for Featured Offer placement.
What are keywords and how do they work?
A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords can be matched to the search queries that customers use to search for products on Amazon and determine where your ads appear. Note that keywords are used only for Sponsored Products or Sponsored Brands.
What is CPC advertising?
Cost-per-click (CPC) advertising is a type of paid advertising where ads are shown for free — ad impressions, or views, are free — and the advertiser is charged only when customers click on the ad. Sponsored ads, such as Sponsored Products and Sponsored Brands, follow the CPC model.
How do I pay for my ads?
When you advertise, Amazon charges you for the number of clicks you receive on your ads. The selling partner invoice will indicate which charges relate to advertising costs. You'll find these charges in the Selling Fees section of your invoice. By default, advertising fees are deducted from your selling account balance. The total advertising cost is deducted from your selling partner account during an invoice period. In the event that your selling partner account does not have sufficient funds to cover the advertising cost, the remaining balance will be charged to the credit card you used to register for selling on Amazon. If, after multiple attempts, we fail to charge your credit card, your advertising account will be placed into payment failure.
You have the option to change your payment method and use a credit card. Each time we charge your credit card, you will receive an invoice. The invoice date is the same as your monthly invoice date, or the date when your credit level changes.
Your credit card will be charged when you accumulate your first €1.00 worth of clicks. (This transaction is used to validate your credit card).
You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases based on a 'credit ladder'. Each time you reach your current credit limit and make a successful payment, your credit limit increases one level on the credit ladder: to €50, €150, €200, €350 and finally to €500.
You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.
Note: your credit card is charged every time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card will be charged more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.
You have the option to change your payment method and use a credit card. Each time we charge your credit card, you will receive an invoice. The invoice date is the same as your monthly invoice date, or the date when your credit level changes.
Your credit card will be charged when you accumulate your first €1.00 worth of clicks. (This transaction is used to validate your credit card).
You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases based on a 'credit ladder'. Each time you reach your current credit limit and make a successful payment, your credit limit increases one level on the credit ladder: to €50, €150, €200, €350 and finally to €500.
You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.
Note: your credit card is charged every time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card will be charged more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.
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