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Amazon Advertising – All you need to know

Amazon Advertising is more important than ever for your online sales strategy. Here's why.

On Amazon, you are not just competing against other brands; you are also competing against other sellers. And every year, there are more than 1 million new ones entering the Amazon marketplace.

Additionally, the first page of product results account for about 80% of all clicks. Of these clicks, about 60% go to the products displayed in the first 3 positions.

With a multitude of sellers offering similar products, the competition for these placements is fierce. So, how do you get your product in front of potential buyers? That’s where Amazon Ads come in.

What are Amazon Ads?

Amazon Advertising is very similar to Google Ads. Anytime a user searches for a specific product in the search box, some results appear. If you pay a close attention to them, you will identify that the first results that show up are sponsored. The difference between the organic (non-paid) and paid results is intentionally very subtle. If you’ve never noticed them, that means they’re working!

You have 3 different Amazon advertising options, which can be adapted throughout the conversion funnel:

  • Sponsored Products;
  • Sponsored Brands;
  • Sponsored Display;

Sponsored Products

Sponsored Products are a great choice if you want to make sure that you are showing up above your competitors.

These ads are usually the ones that appear right on top of search results, usually mixed with organic ones. Basically, the first 3 or 4 products that you see in each page are sponsored.

Like Google Ads, you can adjust how much you want to bid or simply adjust the daily budget.

With Sponsored Products, you can adopt the following targeting strategies:

  • Automatic Targeting;
  • Keyword Targeting;
  • Product Targeting;

Sponsored Products amazon

Sponsored Brands

Sponsored Brands’ Ads are the best choice if you are looking to increase awareness of your products through Amazon Advertising. However, unlike Sponsored Products’ Ads, you need to meet specific requirements in order to be eligible to use these. Our Experts will be glad to give you further guidance this.

Sponsored Brands’ Ads feature your brands’ logo, as well as a customizable headline and up to 3 different products.

Like Sponsored Products, these ads can also be targeted by Keyword and Product.

Sponsored Display

Sponsored Display

If you are looking to generate more traffic to your product page, Sponsored Display Ads can be very helpful. Among other placements, your ad will be placed below other products’ listings, as long as those products are related to yours.

Unlike the Sponsored Product and Brand Ads, Sponsored Display Ads allow you to reach users on and off Amazon’s Marketplace! Pretty cool, right?

There are 3 targeting strategies that can be adopted with Sponsored Display Ads:

  • Individual products of your interest – selected manually;
  • Categories of products – provided that your product falls into that category or is complementary;
  • Audience Interests;

Sponsored Display

If you are still undecided whether you should start advertising on Amazon, feel free to ask us questions! Our Amazon Consultants will be happy to help you take the next step!

Our Display Ad & Remarketing Services

Our Display Ad & Remarketing Services


4 hours/month

Basic Display Campaign Strategy and Management. 

Best for small to medium sized businesses looking to boost awareness and complement their Paid Search or Paid Social strategies.


8 hours/month

Medium Complexity Campaign Strategy and Management. 

Best for medium to large sized businesses looking to boost awareness, leverage retargeting, and complement their Paid Search or Paid Social strategies.


12 hours/month

High Complexity Campaign Strategy and Management. 

Best for ecommerce businesses or highly dynamic sites with frequent promotions and sophisticated retargeting needs, looking complement their Paid Search or Paid Social strategies.