Amazon Sponsored Products vs. Sponsored Brands: Choosing the Right Campaign

On the fiercely competitive Amazon marketplace, getting in front of new potential customers is vital for success. Leveraging the platform’s advertising options can be a game-changer for sellers wanting to boost visibility and increase sales. Two common types of Amazon advertising options are Sponsored Brands and Sponsored Products. Understanding the key nuances between each and knowing when to use each respectively can significantly impact the effectiveness of your overall marketing goals. In this guide, we will dive deeper into the differences between the two and how to choose which is best for your advertising strategy.

What is the Difference Between Sponsored Brands and Products?

Understanding the differences between Sponsored Brands and Sponsored Products is critical when developing your Amazon advertising strategy. Let’s start with exploring Sponsored Brands. Sponsored Brands are tailored to showcase a brand and feature multiple products within a unified campaign. These campaigns are usually displayed at the top of Amazon search results and highlight the brand’s logo, headline, and a collection of relevant products. They enhance brand visibility and direct traffic to specific storefronts or broad product pages.

Conversely, Sponsored Products campaigns promote individual products within the Amazon marketplace. These ads feature the product name, image, and price. While Sponsored Products ads primarily appear on product pages or other marketing platforms, they can also be displayed within search results.

Choosing the Right Amazon Ad Format: 4 Considerations

With the primary differences between Sponsored Brands and Product campaigns outlined above, it’s time to look at some ways to determine which campaign type is best for your business. Below are four considerations to keep in mind when building your Amazon advertising strategy:

1. Marketing Objective: If your organization is focused on building brand awareness and driving traffic to your Amazon storefront, then a Sponsored Brand campaign may be more effective. However, a Sponsored Product campaign is more beneficial if you have an established brand and are attempting to drive sales and visibility for specific products.
2. Target Audience: Consider your current target audience and look at their historical purchase trends to determine whether or not brand names or products are more important in their decision-making process.
3. Overall Budget: Be aware that Sponsored Brand campaigns may require a higher budget than Sponsored Products because of their prominence and potential for broader visibility. That being said, budgets vary greatly based on targeting and keyword competitiveness.
4. Historical Sales: Consider your strategy and historical sales to guide your decision. If there is seasonality to your business, launching a Sponsored Brand campaign outside your peak sales period may be less effective than focusing on a Sponsored Product campaign for a new launch.

Begin Advertising on Amazon Today!

Navigating the complexities of Amazon advertising can be daunting, but partnering with an experienced Amazon marketing agency like Evolved Commerce can streamline the process. Beyond campaign selection, Evolved Commerce can manage campaign setup, optimization, bids, and reporting. Reach out today to discover how we can evolve your business on the world’s largest online marketplace!