Amazon sponsored brands management

What Sponsored Brands do

Where Sponsored Products promote a single listing, Sponsored Brands promote the brand and a selection of products, using display or video creative. They suit introducing a range to shoppers searching a category, and protecting your brand name searches from competitors.

Key choices

Eligibility

Amazon's Sponsored Brands page lists professional sellers enrolled in Brand Registry among eligible advertisers, along with vendors and agencies. Brand Registry requires a pending or registered trademark. Check current eligibility for your marketplace.

Creative that fits the search

The creative should relate to what the shopper searched. A search for 'running socks' should see running socks, not your whole clothing range. Short, clear video showing the product in use can work well; keep it understandable without sound.

Managing Sponsored Brands

1. 01

   Goals

   Discovery, defence or launch.

   Output: Campaign purposes

2. 02

   Creative

   Display or video per theme.

   Output: Approved creatives

3. 03

   Landing

   Store page or products.

   Output: Landing choices

4. 04

   Keywords

   Brand, category, competitor.

   Output: Separate campaigns

5. 05

   Review

   Results by purpose.

   Output: Adjustments

Example: Sponsored Brands for a cookware brand

Sponsored Brands checks

Landing pages

Amazon says Sponsored Brands can drive traffic to your Brand Store or product detail pages. Send shoppers to a page that shows exactly what the ad promised: a relevant Store category, not a generic homepage.

Brand, category and competitor keywords

Brand-name searches tend to convert well but may include shoppers who would have bought anyway. Category searches introduce new shoppers. Competitor terms are a separate tactic with their own costs. Keep each in its own campaign so you can judge them fairly. Review competitor term results especially carefully, since costs can be high.

Measuring brand ads

Judging Sponsored Brands only on ACOS can undervalue their role in introducing the brand. Look also at whether they reach new shoppers, if your reports show it, and at total brand sales over time. Compare brand sales across comparable periods.

Keeping creatives current

Update creatives when products change, go out of stock or seasons shift. Ads showing unavailable products waste money and frustrate shoppers. Plan seasonal creative ahead of busy periods.

Choosing products to feature

Feature products that are in stock, well reviewed and relevant to the search. Showing a best seller alongside related items can introduce shoppers to more of the range. Avoid featuring products with weak listings or low stock, since brand ads draw attention to them and disappointment reflects on the whole brand.

Negatives for brand ads

Sponsored Brands campaigns on category terms can attract irrelevant searches too. Review search terms and add negatives, as with Sponsored Products, so brand ads appear where the range genuinely fits.

Video creative

Video can show a product in use quickly. Keep it short, focus on one product or theme, make it understandable without sound and check Amazon's current creative guidelines before production, since rejected creatives delay campaigns.