Sponsored Brands are Amazon’s headline-format ads — a banner featuring a brand logo, custom headline, and a shoppable strip of up to three products. They appear at the top of search results, on product detail pages, and inside the Amazon app, and are available only to sellers enrolled in Amazon Brand Registry.
How Sponsored Brands Work
- In the Amazon Ads console, choose Create Campaign → Sponsored Brands.
- Select a format: Product Collection, Store Spotlight, or Video.
- Choose the ASINs, add a headline (up to 50 characters), brand logo, and — for video — a 15-45 second creative.
- Target by keyword (broad, phrase, exact), by product/category, or with automatic targeting.
- Set a daily budget and CPC bid; Amazon serves the ad against qualifying queries and detail-page slots.
The Three Sponsored Brands Formats
| Format | Placement | Best For |
|---|---|---|
| Product Collection | Top of search — logo, headline, 3 products | Driving traffic to a specific SKU set |
| Store Spotlight | Top of search — routes clicks to Storefront category pages | Category-level brand awareness |
| Video | In-search video ad, autoplay on scroll | Product demonstration, category education |
What Makes Sponsored Brands Different from Sponsored Products
- Brand-registered only. Non-registered sellers cannot run them.
- Landing pages beyond the detail page. A click can send the shopper to a Storefront page, custom landing page, or the standard PDP.
- Longer attribution window. Sponsored Brands defaults to a 14-day attribution window versus 7 days for Sponsored Products.
- Assist-role in the funnel. Sponsored Brands typically wins fewer last-click sales but shows strong lift on branded search volume 30-60 days after launch.
Why It Matters for Sellers
Sponsored Brands is the primary tool for building brand-name search demand on Amazon — the same job Google Search Ads plays off-platform. Brands that pair Sponsored Brands with a well-built Storefront often see branded search queries rise 2-4× within a quarter, which in turn lifts organic rank and lowers PPC dependence on generic keywords over time.
How SellerSonar Helps
- The Keyword Rank Tracker monitors branded and generic keyword positions that Sponsored Brands campaigns influence.
- Ranking Alerts fire when a competitor takes the top-of-search slot your Sponsored Brands ad targets.
Start your free SellerSonar trial today.
Related Terms
- Sponsored Products — Amazon’s lower-funnel PPC format, usually paired with Sponsored Brands
- Search Term Report — where the queries triggering your Sponsored Brands ads live
- Amazon Storefront — a common destination for Sponsored Brands click-through