How to choose the right Amazon Advertising for your business

By Chris Dawson January 22, 2019 - 11:43 am

Amazon Advertising have a whole host of options for merchants, retailers and brands. Many merchants will only be familiar with Amazon Sponsored Products, so today we take a look at the other options to help you decide which Amazon Advertising options are best for your business.

Amazon Advertising offer a vast array of promotional opportunities, both on and off Amazon so here is the full list of formats available with a brief summary of each offering.

Naturally, the two most common ways of advertising on Amazon are to sell on Amazon as a merchant or sell to Amazon as a vendor. The former involves paying Amazon a subscription as a pro-seller and fees based on the sale price of your goods and the second is to become an Amazon supplier. Increasingly though, to boost sales you’ll want to consider further advertising opportunities that Amazon Advertising have to offer.

Amazon Sponsored Products

Sponsored Products are available for professional sellers, vendors, and book vendors. Products must be in one or more eligible categories and be eligible for the Buy Box in order to advertise. Ads appear right where customers will see them, such as the first page of search results and product pages, providing an instant visibility boost.

Amazon Sponsored Products are cost-per-click, so you pay only when customers click your ads. You control how much you spend by setting your budget and choosing how much to bid per click.

Get started with Amazon Sponsored Products here.

Amazon Sponsored Brands

Sponsored Brands are available for professional sellers who are enrolled in the Amazon Brand Registry, vendors, book vendors, and agencies. Sponsored Brands appear in (generally above!) search results to help drive discovery of your brand. You can use custom messaging to help shoppers see your brand the way you want it to be seen. Sponsored Brands reach customers when they’re looking for what to buy. When Amazon shoppers click on your brand logo, they’re taken to a Store or custom landing page. When they click on a product, they’re taken to the product page.

You will be able to display your brand logo, a short message and up to three selected products.

Get started with Amazon Sponsored Brands here.

Amazon Stores

Stores are available for sellers enrolled in the Amazon Brand Registry, vendors, and agencies. You do not need to advertise on Amazon to create a Store, but you must be selling products on Amazon. Amazon Stores will assist you to showcase your brand story and products and help shoppers discover your product portfolio and related products on Amazon. Creating a store is free.

With Amazon Stores, Amazon Advertising will give you your own Amazon web address to enable you to drive shoppers to your Store with ads on Amazon and marketing activities outside of Amazon using a unique, easy-to-remember Amazon URL.

Get started with Amazon Stores here.

Amazon Display Ads

Display ads are available in a variety of formats and you can use your own creative, or Amazon can build ads for you.

Customers can see display ads on Amazon websites, apps, and devices, as well as sites and apps not owned by Amazon. You don’t need to sell your products on Amazon to buy display ads—customers can be taken to a product page, a Store, a custom landing page, or an external website.

Businesses can buy display ads whether or not they sell products on Amazon. Self-service Amazon DSP (See below for information on DSP) users can buy and manage their own display campaigns, while those seeking a managed-service option can work with our ad consultants. The managed-service option typically requires a minimum spend of £10,000.

Get started with Amazon Display Ads here.

Amazon Video Ads

Businesses can buy video ads whether or not they sell products on Amazon. Self-service Amazon DSP users can buy and manage their own video campaigns, while those seeking a managed-service option can work with our ad consultants. Amazon Video Ads can carry your brand message within high-quality content across the web and in trusted environments including on Amazon sites.

Pricing for video ads varies depending on format and placement.

Get started with Amazon Video Ads here.

Amazon Custom Ads

Custom ads enable advertisers to capture customers’ attention and imagination with innovative, tailor-made experiences. From brand integrations into the latest Amazon retail initiatives to large-scale, out-of-home executions, custom ads engage your customers wherever they are. Amazon ad consultants will partner with you to understand your business goals and craft advertising programs to help meet your needs.

Businesses with a product or brand to promote can buy custom executions, whether or not they sell products on Amazon. Custom programs require working with an ad consultant and you can expect a minimum ad spend in the 10s if not 100s of thousands.

Get started with Amazon Custom Ads here.

Amazon DSP

Amazon DSP – Amazon demand-side platform – provides advanced tools for buying ad placements both on and off Amazon. DSP enables you to programmatically reach your audiences across both Amazon-owned sites and apps, like IMDb, and leading publishers’ sites through direct inventory from Amazon Publisher Services and third-party exchanges.

This is Amazon’s foray into the world of Google Advertising and enables advertisers to place creatives on a growing number of platforms. There are self-service and managed-service options are available with Amazon DSP. Self-service customers are in full control of their campaigns, and there are no management fees. The managed-service option is a great solution for companies that want access to Amazon DSP inventory with white glove service or those with limited programmatic experience. The managed-service option typically requires a minimum spend of £10,000.

Get started with Amazon DSP here.

Amazon Product Samples

Available only on, we have a separate post which discusses how to give free samples to Amazon customers.

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