A guide for product brands on Amazon Sponsored Brands campaigns 2020.
4 Mar 2020
Answers to the 6 Most Important Questions
Visibility means being or not being for product brands. We are bombarded with advertisements, solutions, products, guides, podcasts, contests, posts, and behind most of them are specific product brands. Amazon is no exception. Visibility is recognition and sales. Below we have gathered what every brand should know when embarking on the Sponsored Brands journey. Good Luck.
What is Amazon Advertising?
First of all, it is a type of PPC advertising aimed at keywords, products, or product categories. They are distinguished by both the format and the placement of the advertisement. The top bar, at the very top of the search results, is reserved for product brands and is the most desired place in terms of visibility.
What can be placed there? A horizontal banner with the brand logo and 3 selected products. When clicked, customers are directed to the brand’s Store Front or to a specific product.
What is available in Amazon Advertising?
Amazon offers 3 types of PPC ads:
Sponsored Products,
Sponsored Brands,
Sponsored Display Ads (formerly Product Display Ads).
All forms are available for sellers with a brand registered with EUIPO and an Amazon Brand Registry account.
What are the goals of Sponsored Brands?
Basically, there are 4 main reasons to use Sponsored Brands:
Visibility – Your brand appears before the eyes of customers searching for products in your category.
Promoting Store Front – you drive traffic to your own store on Amazon, where it’s easier to tell the brand story, showcase the full offer, and increase cart value.
Sales – the average number of products in the cart increases by at least 10% in the first month after launching the Store Front.
Multiple products on one banner – you can showcase 3 top items simultaneously on the banner.
Where will you see Sponsored Brands ads?
The most important place is the top bar of the search results (Prime Real Estate). The banner may also appear at the bottom of the page under pagination and – less frequently – as a vertical banner on the left, under filters.
What are the requirements for creating Sponsored Brands?
You must be a brand owner registered with EUIPO and have an active Amazon Brand Registry. Used products and those in the Erotica category do not qualify.
How to launch a Sponsored Brands campaign step by step?
Log in to Seller Central → Advertising → Campaign Manager → select Sponsored Brands. Set:
Campaign name – sensibly name the campaign (avoid "campaign 1" etc.).
Portfolio – group campaigns (e.g., by brand or product type) for order and reports.
Start date / End date – start date; usually leave the end date empty.
Budget – daily budget (make sure not to go into "Out of Budget").
Brand – select the brand (if you have several).
Landing page for ad traffic:
Amazon Store (including subpages) – recommended to start (home or subcategory),
New product list page – if you want to promote only a selected line.
Next, build the banner:
Headline – a short claim (up to 50 characters).
Products – select 3 products (best sellers or those with the greatest potential).
Logo – up to 1 MB, at least 400×400 px, PNG/JPEG/GIF.
The preview will show the appearance on desktop, mobile, and product pages.
Targeting
Select the display method:
Keyword targeting – for selected words/phrases,
Product targeting – for specific ASINs or categories with narrowing.
In this guide, we focus on Keyword targeting.
Where to get keywords for the campaign?
Amazon suggestions during creation (based on your listings).
External tools (trial/free with limitations).
Automatic campaign + analysis of the Search Term report and transfer of effective phrases to Sponsored Brands.
How keywords work – matching structures
Exact – highest precision and usually the highest CPC; includes plural and minor typos.
Example: "shampoo men" → "shampoo men", "men shampoo", "shampoo man".
Broad – the broadest reach (synonyms, variations, spelling); the cheapest but weakest conversion; good for discovering phrases.
Phrase – phrases in the specified order (includes plural and typos).
Negative Keyword Targeting
Necessary to cut unprofitable or irrelevant searches. Example: you sell bamboo toothbrushes and use “toothbrushes” as Phrase – exclude sonic toothbrushes.
Exclusion types:
Negative Phrase Match – excludes searches containing the phrase in that order,
Negative Exact Match – excludes exactly that phrase.
Summary of the Sponsored Brands campaign creation process
At the bottom of the creator:
Save as draft – save the draft,
Submit for review – send for verification (up to 72h).
You are ready to launch your first brand campaign. The further you go, the more nuances - share your experiences in the Go2Market Community and let us know how it went.
Still have doubts about Sponsored Brands? Get in touch with us.
Happy Branding :)
Go2Market Crew