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What’s the Difference Between Sponsored Products, Sponsored Brands, and Sponsored Display Ads on Amazon?

Visual comparison of Amazon Sponsored Products, Sponsored Brands, and Sponsored Display ad placements, highlighting where each appears on the platform.

Struggling to choose the right Amazon ad type? You’re not alone. With multiple options like Sponsored Products, Sponsored Brands, and Sponsored Display ads, Amazon sellers often get overwhelmed figuring out where to start—or scale. Each campaign type targets shoppers differently, serves unique business goals, and delivers distinct results.

In this post, we’ll break down the differences, strengths, and ideal use cases for each ad format—so you can advertise smarter and grow your sales faster.

Key Takeaways



Sponsored Products: The Conversion Workhorse

What They Are

Sponsored Products are pay-per-click (PPC) ads that promote individual product listings directly within Amazon’s search results and product detail pages.

When to Use

ProsCons
High conversion ratesCompetitive and can get expensive for popular keywords
Appear in highly visible placements (top of search, product pages)Limited branding opportunity
Easy to set up and scale

Best For:

New to Sponsored Products or just getting started with PPC? Check out our Amazon PPC Campaign Strategies for 2025: AI and Beginner’s Guide.

What They Are

Sponsored Brands promote your brand with a custom banner that includes a logo, tagline, and up to three products. These ads typically appear at the top of Amazon search results.

When to Use

ProsCons
Strong top-of-funnel awarenessRequires Brand Registry enrollment
Showcase multiple products at onceMay have lower conversion rates than Sponsored Products
Custom headlines and brand logos = more control over messaging

Best For:

What They Are

Sponsored Display ads target shoppers on and off Amazon—appearing on product pages, customer review pages, and even third-party websites and apps.

When to Use

ProsCons
Remarketing functionalityLess control over placements
Expands reach to external audiencesPerformance can vary more widely than other types
Great for brand protection and targeting competitor listings

Best For:

Quick Comparison: Which Ad Type Should You Choose?

Feature/GoalSponsored ProductsSponsored BrandsSponsored Display
Drive direct sales✅ Yes✅ Yes✅ Yes
Build brand awareness❌ Limited✅ Strong✅ Strong
Retarget shoppers❌ No❌ No✅ Yes
Appear off Amazon❌ No❌ No✅ Yes
Control creative❌ Minimal✅ Custom✅ Basic
Requires Brand Registry❌ No✅ Yes✅ Yes (for some)

FAQs About Amazon Ad Types

What’s the cheapest Amazon ad type?

Sponsored Products are usually the most cost-efficient, especially for sellers focused on direct conversions.

Can I run Sponsored Brands without Brand Registry?

No. You must be enrolled in Amazon Brand Registry to access Sponsored Brands.

Do Sponsored Display ads work for low-budget sellers?

Yes—but start small and monitor results closely. Sponsored Display can be more variable in performance.

Which ad type is best for product launches?

Sponsored Products are ideal for launches due to high intent visibility and sales focus. Pair with Sponsored Brands for broader reach if your brand is registered.


Final Thoughts: Align Your Ad Type with Your Goals

The “right” ad type depends on what you’re trying to achieve:

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