Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Amazon Advertising Metrics That Matter: A Beginner’s Guide to KPIs and Reporting

Running ads on Amazon can feel like stepping into a vast marketplace with endless possibilities—and a lot of confusing numbers. Which metrics should you track? Which ones actually help you grow sales and avoid wasting money?

In this guide, we’ll simplify the world of Amazon advertising metrics. We’ll group them into three categories that match how advertisers really think: visibility, engagement & sales, and profitability. By the end, you’ll know exactly how to measure success and make smarter decisions for your brand.

Why Metrics Matter in Amazon Advertising

Metrics are more than just numbers—they’re your map to profitable growth. Without them, you’re spending blindly. With them, you can:

• Spot what’s working (and what’s wasting money)
• Adjust budgets and bids confidently
• Identify new opportunities
• Prove results to stakeholders or clients

The Three Types of Metrics Advertisers Should Track

Let’s organize Amazon advertising metrics in a way that makes sense for beginners—and pros alike.

A. Visibility Metrics: “Am I Getting Seen?”

Impressions

What it is: The number of times your ad appears in search results or on product pages.

Why it matters: High impressions mean visibility. Low impressions might indicate low bids, narrow targeting, or budget limits.

Example: You run an ad for “Yoga Mat” and get 80,000 impressions in a week. That’s solid visibility in a competitive market.

Clicks

What it is: The number of times shoppers click your ad.

Why it matters: Clicks reflect interest. No clicks = no chance to convert to sales.

Click-Through Rate (CTR)

Formula: Clicks ÷ Impressions

Why it matters: Low CTR suggests your ad isn’t compelling. This could mean:

• Your images or titles aren’t attractive enough
• Your keywords are too broad or irrelevant
• Your ad placement is poor

Cost-per-Click (CPC)

What it is: The average cost you pay for each click on your ad.

Why it matters: Rising CPCs can eat into profit margins. You want efficient bids that keep costs low while still winning visibility.

B. Engagement & Sales Metrics: “Am I Selling?”

Orders

What it is: The number of purchases attributed to your ad clicks.

Sales

What it is: The total dollar value of purchases tied to your ads.

Example: Your top keyword drives $10,000 in sales from $1,200 in ad spend. That’s a strong result worth scaling.

Conversion Rate (CVR)

Formula: Orders ÷ Clicks

Why it matters: A low CVR means shoppers click but don’t buy. Possible causes:

• High price vs. competitors
• Low review ratings
• Poor product images or bullet points

C. Profitability Metrics: “Am I Making Money?”

ACOS (Advertising Cost of Sales)

Formula: (Ad Spend ÷ Sales) × 100

Why it matters: Lower ACOS means higher efficiency. Know your margins to decide your target ACOS.

Example: You spend $2,000 and generate $8,000 in sales → ACOS = 25%. If your profit margin is 30%, you’re profitable. If it’s 20%, you’re losing money on ads.

ROAS (Return on Advertising Spend)

Formula: Sales ÷ Ad Spend

Why it matters: The higher your ROAS, the better your return on every advertising dollar.

Example: From the above scenario, ROAS = $8,000 ÷ $2,000 = 4x.

New-to-Brand (NTB)

What it is: The percentage of orders from customers who haven’t bought from your brand in the last 12 months.

Why it matters: Great for measuring brand growth beyond short-term sales.

Example: Out of 100 orders, 40 are new-to-brand → NTB Rate = 40%.

Conclusion

Mastering these metrics is the key to running profitable Amazon ads. Start simple, track consistently, and let your data guide smart decisions for your business growth.

What’s Next on AdmazonIQ?

We’re just getting started! Stay tuned for more deep dives into Amazon advertising strategies, tips, and real-world case studies to help you decode, optimize, and dominate Amazon Ads.

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How to Optimize Amazon Sponsored Products Campaigns: Bidding, Budgeting, and Targeting

Running Amazon Sponsored Products campaigns is often the first step sellers take into Amazon Advertising—but simply running ads isn’t enough.

Many sellers launch campaigns and leave them untouched, hoping Amazon’s algorithms will “figure it out.” Unfortunately, this can lead to:

• Wasted spend on irrelevant clicks
• High ACoS (Advertising Cost of Sales)
• Missed sales opportunities

Here’s the reality: Amazon rewards advertisers who actively manage and optimize their campaigns. When you fine-tune your bidding, budget allocation, and targeting, you gain control over your costs—and open the door to greater profits.

This comprehensive guide will show you how to transform your Sponsored Products campaigns from basic ads into data-driven sales engines.

Understanding Sponsored Products Basics

Before diving into optimization, let’s quickly recap what Sponsored Products are.

Sponsored Products are pay-per-click (PPC) ads that appear:

• In Amazon search results
• On product detail pages
• Across other placements like “Buy Box” or carousels

You pay when a shopper clicks your ad—even if they don’t buy. That’s why optimization is crucial: you want to pay only for clicks that convert into sales.

If you’re new to Sponsored Products, check out our Amazon Advertising Foundations article for a solid start.

1. Master Your Bidding Strategies

Bidding is the heart of Sponsored Products. How much you’re willing to pay per click determines:

• How often your ads appear
• Where they appear (top of search vs. lower positions)
• Whether you outbid competitors

Types of Bidding on Amazon

Dynamic Bids – Down Only
Amazon reduces your bids in real time if a click seems less likely to convert. Great for cautious advertisers testing new products.

Dynamic Bids – Up and Down
Amazon increases or decreases bids (up to +100%) based on the likelihood of conversion. More aggressive; useful for driving growth.

Fixed Bids
Your bid stays the same, regardless of conversion probability. Offers full control but may miss high-value traffic.

Placement Bid Adjustments

Amazon lets you adjust bids for specific placements:

• Top of Search (First Page)
• Product Pages
• Rest of Search

For instance, if your ads convert well at the top of search, you could add +50% to that placement. If Product Pages underperform, reduce that adjustment to 0%.

Example Bid Strategies

Scenario 1: Selling a new premium yoga mat:

• Start with Dynamic Bids – Down Only.
• Base bid: $0.50.
• Test +30% Top of Search adjustment.

Scenario 2: Mature product with strong reviews:

• Switch to Dynamic Bids – Up and Down.
• Base bid: $1.20.
• Add +50% for Top of Search to dominate visibility.

2. Budgeting for Success

Even the best bid strategy falls apart if your budget runs out halfway through the day.

Tips for Smarter Budgeting

1. Allocate Budget by Product Priority
Focus on your bestsellers, high-margin items, and seasonal or trending products.

Example:

• Out of 10 products, allocate 70% of your budget to your top 3 performers.

2. Separate Branded and Non-Branded Campaigns
Branded terms often convert better than non-branded terms. Keep them separate so you can control budgets precisely and avoid overspending on lower-converting generic terms.

3. Monitor Daily Budget Depletion
If your campaigns run out of budget early:

• Increase your daily budget
• Lower bids to stretch spend
• Review budget reports to identify trends

Calculating Your Ideal Budget

A simple formula:

Daily Budget = (Target Daily Sales x Average Order Value x Target ACoS) / 100

Example:

• Daily sales goal: $500
• Average Order Value: $25
• Target ACoS: 20%

Daily Budget = (500 x 20%) / 100 = $100

Small vs. Large Budget Scenarios

• Small Budget ($10–$30/day): Focus on top products, keep bids conservative, test fewer keywords.
• Large Budget ($100+/day): Broaden keyword testing, aggressively pursue Top of Search, allocate funds for competitor targeting.

3. Fine-Tune Your Targeting

Targeting determines who sees your ads—and how relevant those impressions are. Let’s explore:

• Keyword Targeting (KT)
• Product Targeting (PT)

Keyword Targeting (KT)

Keyword targeting lets you bid on specific search terms. But how broad or narrow should those matches be?

Understanding Keyword Match Types

Broad Match
Matches searches that include your keyword in any order, plus synonyms.

Phrase Match
The shopper’s search must contain your keyword in the same order with words before or after.

Exact Match
Matches only searches that are exactly the keyword or very close variations.

How to Bid Across Match Types

Best practice:

• Bid highest on Exact.
• Medium on Phrase.
• Lowest on Broad.

Example:

“wireless headphones”
- Broad: $0.70
- Phrase: $1.00
- Exact: $1.30

Segregating Keyword Campaigns

For better control and analysis, many advertisers separate keyword targeting into distinct campaign types:

• SP KT Brand: Targets your brand name keywords. Lower ACoS, protects branded searches.
• SP KT Non-Brand: Targets generic category terms. Essential for growth.
• SP KT Offensive: Targets competitor brand terms to conquest market share. Riskier due to costs.
• SP KT AMC Bid Boost: Uses Amazon Marketing Cloud audiences for advanced targeting and bid adjustments.

Pro Tip: Keep these campaign types separate for better budget control and clearer performance insights.

Product Targeting (PT)

Product Targeting places ads on competitor ASINs or categories. Great for:

• Stealing competitor sales
• Defending your listings
• Cross-selling complementary products

Example: target competitor ASIN “B098XYZ” for your wireless headphones.

Product Targeting Expanded (PT Expanded)

PT Expanded allows Amazon to show your ads on related products or subcategories beyond what you manually selected. It’s useful for scaling reach, but can result in lower relevance and higher ACoS if unchecked.

When to use PT Expanded:

• Turn ON when testing new reach opportunities.
• Turn OFF if you want precise control and tighter budgets.

Pro Tip: Test PT Expanded in a dedicated campaign with a modest budget first.

Common Mistakes to Avoid

• Ignoring Negative Keywords: Leads to wasted spend on irrelevant searches.
• Overbidding on Broad Terms: Generic keywords can drain budgets fast.
• Running Campaigns on Autopilot: Regular optimization is essential.

Analyze Your Results Like a Pro

Keep an eye on key metrics:

• ACoS: (Ad Spend / Attributed Sales) x 100
• ROAS: Attributed Sales / Ad Spend
• Conversion Rate: Percentage of clicks turning into sales.

Example from a Search Term Report:

Search Term: “Bluetooth headphones under $50”
Clicks: 30
Sales: $0
✅ Add as a negative keyword.

Mini Case Study: Optimizing a Headphone Campaign

Before Optimization:

• ACoS = 45%
• Daily Budget = $50
• Generic keywords burned 60% of spend.

Actions Taken:

• Shifted budget to long-tail keywords.
• Added negatives like “cheap headphones.”
• Increased Top of Search bids +40%.

After 30 days:

• ACoS dropped to 22%.
• Sales increased 35%.
• ROAS improved from 2.2x to 4.5x.

Conclusion & Next Steps

Optimizing Amazon Sponsored Products isn’t a one-time job—it’s an ongoing process of:

• Smart bidding
• Thoughtful budgeting
• Precision targeting
• Regular analysis

Implement these strategies, and you’ll transform your campaigns into powerful revenue engines.

Looking for more ways to boost your Amazon Ads? Stay tuned for our next article where we’ll dive into “Amazon Advertising Metrics That Matter: A Beginner’s Guide to KPIs and Reporting.” You’ll learn how to read your reports, measure what counts, and make smarter decisions to grow your sales.

🌟 Stay Connected with AdmazonIQ!

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Amazon Prime Day 2025 – The Ultimate Playbook for Sellers & Vendors (US Marketplace Guide for July 8–11)

Amazon Prime Day 2025 is set for July 8th to July 11th in the US marketplace—once again shaping up to be the biggest sales opportunity of the year. Competition, however, has never been fiercer. With rising CPCs, shifting consumer behavior, and sophisticated advertising tools, success depends on precision planning rather than last-minute decisions.

This professional guide covers:

• Timelines and critical dates
• Inventory and logistics best practices
• Promotions that deliver ROI
• Creative strategies that win attention
• Advanced advertising tactics—including AMC audiences
• Budget allocation recommendations
• A practical Prime Day checklist

Disclaimer: Some figures and statistics referenced in this article are derived from industry analyses, public reports, and aggregated agency data. Exact results and metrics may vary based on category, product type, and individual advertiser performance. The strategies provided are based on current best practices and historical trends but should be adapted to each brand’s unique situation.

Prime Day 2025 Dates and Timeline

Prime Day 2025 will run for four days, from July 8th to July 11th. Based on Amazon’s recent strategies, anticipate:

• Early Deal Periods: Early access deals starting in late June 2025.
• Lightning Deal Submissions: Cutoff likely around early May 2025.
• Inventory Deadlines for FBA: Stock should arrive at FCs no later than mid-to-late June.

Lessons from Prime Day 2024

In 2024, Prime Day saw record-breaking US sales exceeding $12 billion. Trends that shaped advertiser outcomes included:

• Sponsored Products CPCs rose 15–20% vs. June baseline.
• Competitors increased conquesting bids on branded terms.
• New-to-Brand purchases surged as consumers experimented with unfamiliar brands.
• Conversion rates spiked, sometimes by 20–50% in high-interest categories.

Example: A US sports equipment brand increased CVR from 11% to 18% during Prime Day by shifting budgets from generic campaigns to branded defense and Prime Day-specific creative.

Inventory Planning: Avoiding Stockouts and Lost Sales

Stockouts are Prime Day’s silent killer. With shipping constraints still impacting Amazon’s network, sellers must be proactive.

• Overstock Buffer: Hold 20–30% more inventory than forecast for early July.
• Backup FBM Plan: Keep reserve stock for fast conversion to FBM if FBA capacity maxes out.
• Stranded Inventory Checks: Run daily stranded inventory reports late June onward.
• IPI Management: Maintain an Inventory Performance Index over 400 to avoid storage limits.

Promotions and Deals: Maximizing Visibility

Lightning Deals

Lightning Deals come with fees between $150–$500 and typically require discounts of at least 20%. They’re best used if you have sufficient inventory.

Example: A US beauty brand moved 3,000 units in four hours with a Lightning Deal but lost organic rank due to subsequent stockouts.

Prime Exclusive Discounts

These carry no fees and display only to Prime members. Ideal for new-to-brand acquisition without the upfront Lightning Deal cost.

Coupons

Visible with a green badge, these are effective for small discounts (5–10%). Remember the $0.60 per redemption fee.

Creative Optimization for Prime Day 2025

Visual assets are crucial during Prime Day:

• Use lifestyle imagery with Prime messaging overlays.
• Keep Sponsored Brands Videos under 45 seconds and include captions.
• Refresh A+ Content to highlight Prime shipping and promotions.

Example: A US sports brand added action shots with “Prime Day Deals” overlays, boosting click-through rates by 22%.

Advertising Strategies for Prime Day Success

Sponsored Products

• Start ramping budgets 2 weeks prior to avoid sudden spikes.
• Bid higher on branded terms to block competitors.
• Consider dayparting during US peak shopping hours.

Sponsored Brands

• Create Prime-specific messaging like “Exclusive Prime Day Savings.”
• Link ads to Prime-focused landing pages in your Brand Store.

Sponsored Display

• Retarget visitors from late June who browsed but didn’t buy.
• Target competitor ASINs running deals.

DSP (Demand Side Platform)

Higher-budget brands should leverage DSP for video and display to build hype. Use lookback windows to identify high-value audiences.

Leveraging Amazon Marketing Cloud (AMC) for Prime Day 2025

AMC offers advanced targeting options for sellers wanting deeper audience insights and precision advertising:

• Prime Day 2024 Purchasers: Retarget proven customers for loyalty offers.
• Prime Day Browsers, No Purchase: Nudge shoppers who visited your pages last year.
• High-Value Customers: Target those who spent significantly during Prime Day 2024.
• New-to-Brand Shoppers: Build loyalty from last year’s first-time buyers.
• Category Shoppers: Conquest competitors’ customers who bought in your category but not your brand.

Example: A US electronics brand used AMC audiences from Prime Day 2023 to drive 4.3x ROAS in 2024.

Budget Planning: How Much Should You Spend?

Expect CPCs to rise 15–25% during Prime Day in the US. Recommended split:

Channel	% of Prime Day Budget
Sponsored Products	50%
Sponsored Brands	25%
Sponsored Display	15%
DSP / AMC	10%

KPIs to Track

• ROAS vs. category benchmarks
• New-to-Brand percentages
• Conversion Rate (CR)
• Total ACOS (TACOS)
• Inventory levels post-event

Prime Day 2025 Last-Minute Checklist

• Confirm FBA inventory levels.
• Double-check Lightning Deal approvals.
• Refresh creatives for Prime messaging.
• Increase budgets for top ASINs.
• Prepare contingency plans for budget caps or outages.

Looking for personalized Prime Day strategies? Reach out to AdmazonIQ for tailored solutions that help you decode, optimize, and dominate Amazon Ads.

→ Don’t miss our in-depth video guides on AdmazonIQ’s YouTube Channel.

 

Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Advanced Bidding Strategies for Amazon Ads: Lower ACoS, Boost ROAS, and Scale Smarter

If you’ve been running Amazon Ads for a while, you know one thing: bidding can make or break your campaigns. Whether you’re running Sponsored Products, Sponsored Brands, or even exploring newer formats, how you manage your bids determines:

• How often your ads appear
• How much you pay per click
• Whether your campaigns are profitable

Yet, many advertisers set default bids and hope for the best. Unfortunately, that’s a surefire way to waste budget and miss opportunities. Advanced bidding strategies let you control costs, improve ROAS, and outmaneuver your competitors.

Pro Tip: Think of bidding as your power lever on Amazon. Small changes can massively impact your visibility and cost-efficiency!

Amazon’s Bidding Options Explained

Before optimizing, let’s clarify the three core bidding types Amazon offers:

1. Fixed Bids

Your bid stays exactly where you set it, regardless of Amazon’s algorithm or likelihood of conversion.

• ✅ Good for: Predictable CPC costs, testing specific bid levels
• ❌ Drawbacks: Doesn’t adapt to auction dynamics; can miss opportunities

2. Dynamic Bids — Down Only

Amazon lowers your bid in real-time if it believes a click is less likely to convert.

• ✅ Good for: Protecting margins, cautious advertisers
• ❌ Drawbacks: Might reduce visibility if Amazon over-adjusts

3. Dynamic Bids — Up and Down

Amazon raises your bid up to 100% if a click is likely to convert and lowers it if not.

• ✅ Good for: Max visibility, aggressive scaling
• ❌ Drawbacks: Higher CPCs, requires close monitoring

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Bid Strategy Comparison Table

Here’s a quick comparison of Amazon’s core bidding types:

Bid Strategy	Best For	Risk Level
Fixed Bids	Predictable costs, testing new products	Low
Dynamic Down Only	Protecting margins, cautious advertisers	Low-Medium
Dynamic Up & Down	Max visibility, aggressive scaling	High

Pro Tip: Start cautiously with Dynamic Down Only before switching to Up & Down. It’s safer and avoids overspending!

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Dayparting (Advanced Tactic)

Unlike platforms like Google Ads, Amazon’s console doesn’t currently offer built-in hourly scheduling for Sponsored Products or Sponsored Brands campaigns.

However, you can still apply a basic form of dayparting manually:

• ✅ Pause your campaigns during low-converting hours
• ✅ Resume them during prime performance windows

Definition: Dayparting means adjusting your advertising activity by hour of day or day of week to improve efficiency.

For example, if your data shows conversions spike between 7 pm and 11 pm, you might pause your campaigns overnight to reduce wasted spend.

How to Pause and Resume Campaigns

1. Log into your Amazon Ads Console.
2. Go to the list of campaigns you want to adjust.
3. Click the status toggle to pause the campaign.
4. When ready, toggle them back to “Enabled.”

Note: This approach is fully manual. Amazon does not currently offer automatic scheduling for hourly bidding changes.

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Key Takeaways

• Test bidding strategies cautiously.
• Monitor placement reports for smart multipliers.
• Use dayparting manually to avoid waste.
• Continuously analyze search term reports for optimization.

Pro Tip: Always balance aggressive bids with profitability. High bids without analysis can quickly drain budgets.

Ready to Optimize Your Amazon Bidding?

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Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Sponsored Brands Video Ads on Amazon: Complete Guide & Best Practices

If you’ve browsed Amazon recently, you’ve likely noticed short video ads appearing right within the search results. These are Sponsored Brands Video ads—a powerful tool that helps brands grab shopper attention with motion, sound, and storytelling.

Video is fast becoming the preferred way for shoppers to discover products. Sponsored Brands Video ads can help sellers and brands stand out in crowded categories, educate shoppers quickly, and drive higher engagement and sales.

In this guide, we’ll explain:

• What Sponsored Brands Video ads are
• How they work on Amazon
• How to create your first campaign
• Best practices to help maximize your return on ad spend (ROAS)

Whether you’re new to Amazon advertising or looking to expand your ad mix, Sponsored Brands Video can be a game-changer.

What Are Sponsored Brands Video Ads?

Sponsored Brands Video is a video ad format available to brands enrolled in Amazon’s Brand Registry. These ads appear in prominent placements, usually in the middle of search results pages, and often grab more attention than static image ads.

Key features of Sponsored Brands Video ads:

• Videos autoplay without sound as shoppers scroll
• Clicking the ad takes shoppers directly to your product detail page
• They feature your product title, price, and ratings alongside the video
• They’re keyword-targeted, just like Sponsored Products and traditional Sponsored Brands

Compared to static ads, video can help you:

• Stand out visually in search results
• Show your product in use
• Communicate more information in less time
• Drive higher engagement and click-through rates (CTR)

Where Do Sponsored Brands Video Ads Appear?

Sponsored Brands Video ads primarily appear:

• Mid-page placements on Amazon search results pages
• Product detail pages in some cases (limited placements)

These placements often sit between organic search results, meaning shoppers see your video while actively searching for products.

Requirements for Sponsored Brands Video

To run Sponsored Brands Video ads, you’ll need:

✅ Brand Registry Enrollment

Only brand owners enrolled in Amazon Brand Registry can access Sponsored Brands Video.

✅ Eligible Products

You must select a single ASIN to promote. The product should comply with Amazon’s advertising policies and creative requirements.

✅ Video Creative

Amazon requires your video to meet certain specs:

• Duration: 6–45 seconds
• Aspect ratio: 16:9 (horizontal)
• File type: .mp4 or .mov
• Max file size: 500 MB
• Safe zones: Keep critical text and logos away from the edges so nothing gets cropped
• No black bars or letterboxing
• Avoid references to pricing or promotions that can change

How to Create Sponsored Brands Video Ads

Here’s how to set up your first Sponsored Brands Video campaign:

1. Go to Amazon Ads Console

Sign in to your Amazon Advertising account.

2. Choose Sponsored Brands

Click Create Campaign → Select Sponsored Brands.

3. Select Video Format

Amazon will show options for headline search ads or video. Choose Video.

4. Choose Your Product

Select a single ASIN for your video ad.

5. Upload Your Video

Upload your video file following Amazon’s creative guidelines.

6. Write a Headline

Add a short, clear headline (max 50 characters). Headlines appear above or below the video depending on placement.

7. Add Keywords and Bids

Enter keywords relevant to your product. Set bids per click. You can choose broad, phrase, or exact match types.

8. Set Budget and Duration

Choose your daily or lifetime budget. Set campaign dates or run it indefinitely.

9. Review and Launch

Preview how your ad will look. Submit for Amazon review.

Best Practices for Sponsored Brands Video Ads

To maximize your results with Sponsored Brands Video, keep these tips in mind:

• Grab Attention Quickly: Your video auto-plays silently. Hook viewers in the first few seconds visually.
• Keep It Short: Aim for 15–30 seconds. Longer videos often see lower engagement.
• Show the Product in Action: Demonstrate how the product is used. Lifestyle visuals can help shoppers imagine owning your product.
• Include Text Overlays Carefully: Use minimal text on screen for silent viewers. But keep it large and readable.
• Optimize for Silent Viewing: Many shoppers watch videos with no sound. Use captions or visuals that explain your product without narration.
• Use Clean Branding: Keep logos, brand colors, and style consistent across your ads.
• Avoid Too Much Detail: Don’t overload the viewer with complex information. Keep the message focused.
• Ensure High Video Quality: Poor-quality video reflects poorly on your brand. Use professional lighting and editing.

Common Mistakes to Avoid

• Videos that are too long. Shorter videos keep attention.
• Text or logos placed too close to the edges. Amazon may crop your video in mobile views.
• Overuse of text. Let visuals tell the story.
• No clear product focus. Avoid generic brand storytelling if you’re promoting a specific ASIN.

Key Metrics to Track for Sponsored Brands Video

After launching your campaign, keep an eye on:

• Impressions — How often your video ad is shown.
• Click-Through Rate (CTR) — Percentage of viewers who click your ad.
• Video Views — How many times shoppers watch your video.
• Conversion Rate — Percentage of clicks resulting in sales.
• Cost-Per-Click (CPC) — Average cost for each click on your video ad.
• Return on Ad Spend (ROAS) — Revenue earned for every dollar spent.

Tracking these metrics helps you refine your targeting, bids, and creative for better performance.

Sponsored Brands Video vs. Other Amazon Ad Types

When should you use Sponsored Brands Video instead of Sponsored Products or standard Sponsored Brands?

✅ Use Sponsored Brands Video if:

• You want to stand out visually in search results.
• You have a product that benefits from demonstration.
• You want to create a stronger brand story.

✅ Use Sponsored Products if:

• You want to target multiple ASINs at once.
• You’re focusing purely on conversion at the lowest cost.
• You don’t have video creative available.

✅ Use Standard Sponsored Brands (image-based) if:

• You want to promote multiple products or your Store page.
• You’re running broader brand awareness campaigns.

Next Steps

Sponsored Brands Video can be a powerful way to boost visibility and engagement for your products on Amazon. If you’re ready to make your listings stand out in search results, consider experimenting with video ads as part of your advertising strategy.

👉 Next Step: Want to take your Amazon advertising to the next level? Our upcoming guide on Advanced Bidding Strategies for Amazon Ads will show you how to lower ACoS, boost ROAS, and scale your campaigns smarter than ever.

Prefer to watch tutorials instead? Check out our YouTube channel and subscribe for step-by-step Amazon advertising tips!

Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Sponsored Brands vs Sponsored Products – Key Differences, When to Use Each, and How to Set Up Your First Sponsored Brands Campaign

If you’re advertising on Amazon, chances are you started your journey with Sponsored Products — and rightly so. They’re simple, effective, and perfect for boosting sales for individual products.

But as your brand grows, simply advertising one product at a time may not be enough. You’ll want more:

• Brand visibility
• Creative control
• Multi-product promotions

That’s where Sponsored Brands come in. In this in-depth guide, we’ll explore what Sponsored Brands are, how they differ from Sponsored Products, when to use each type of ad, how to create your first Sponsored Brands campaign, and advanced tips to help you succeed.

What Are Sponsored Products?

Sponsored Products are the bread and butter of Amazon advertising. They’re pay-per-click ads that promote individual ASINs across search results and product pages.

Where Do Sponsored Products Appear?

• Search results pages (Top of search, middle, bottom)
• Product detail pages (carousel under “Sponsored Products Related to This Item”)

These ads blend seamlessly into Amazon’s interface, looking almost like organic listings—except for the small “Sponsored” label.

How Sponsored Products Work

• You choose keywords or products to target.
• You set your bids.
• You pay only when someone clicks your ad.

It’s a straightforward way to boost product visibility, increase sales velocity, and help products rank organically.

What Are Sponsored Brands?

Sponsored Brands go a step further. Instead of promoting just one product, these ads let you showcase multiple products, your brand logo, a custom headline, and even video content.

They’re designed to build brand awareness and drive consideration.

Sponsored Brands Ad Formats:

• Product Collection Ads: Display up to three products with images and prices. Custom headline and brand logo.
• Store Spotlight Ads: Show a brand logo and links to different pages of your Amazon Store.
• Sponsored Brands Video: Displays an autoplay video in search results. Highly engaging

Differences Between Sponsored Products & Sponsored Brands:

Feature	Sponsored Products	Sponsored Brands
Focus	Single ASIN	Multiple ASINs or brand
Creatives	Product images and titles	Custom headlines, logos, videos
Placement	Search results and product pages	Top of search results, middle placements
Branding	Minimal	High — brand name, logo, custom messaging
Cost-per-click (CPC)	Often lower	Usually higher due to premium placements
Use Case	Driving individual product sales	Building brand awareness & cross-selling

When Sponsored Products Make Sense

• You’re launching a new product and want quick visibility.
• You have a limited budget and want low CPCs.
• You’re testing keywords or seasonal demand.

When Sponsored Brands Make Sense

• You want to build brand presence on Amazon.
• You’re promoting multiple products or categories.
• You want to direct traffic to your Amazon Store.
• You have creative assets (logo, video) to stand out.

Benefits of Sponsored Brands

• Greater Brand Visibility: Ads appear at the top of search results.
• Custom Messaging: Write benefit-focused headlines.
• Promote Multiple Products: Cross-sell in one ad.
• Drive Traffic to Your Amazon Store: Build loyalty with a brand storefront.
• Video Ads Have High Engagement: Stand out and boost CTR.

How to Set Up Your First Sponsored Brands Campaign

1. Log into your Amazon Advertising account and choose Sponsored Brands.
2. Choose your ad format: Product Collection, Store Spotlight, or Video.
3. Set campaign name, budget, and schedule.
4. Create your ad creative:
   • Upload your brand logo.
   • Write a custom headline.
   • Select up to three products.
   • Choose landing page (product page or Amazon Store).
5. Set targeting options and default bids.
6. Submit for Amazon’s review and approval.

Best Practices for Sponsored Brands

• Invest in high-quality logos and creatives.
• Use A/B testing for different headlines.
• Segment campaigns by product categories or keyword themes.
• Optimize your Amazon Store for better conversions.
• Review search term reports regularly.

Common Mistakes to Avoid

• Using generic headlines like “Shop Now.”
• Choosing irrelevant keywords.
• Underbidding on premium placements.

Sponsored Brands and Video Ads: The Future of Amazon Advertising

Video stands out in search results. It automatically plays as customers scroll, grabbing attention. Video can be a game-changer for product categories like:

• Beauty products
• Electronics
• Fitness gear
• DIY tools

Even simple product demonstration videos can dramatically improve engagement and click-through rates.

Sponsored Brands vs Sponsored Products: Which Should You Choose?

If you’re just starting out and want immediate sales, Sponsored Products remain your safest bet.

But if you’re ready to grow your brand presence, promote multiple products, and stand out creatively, then Sponsored Brands is the next logical step.

Over time, combining both formats helps you:

• Dominate more search placements
• Capture different shopper intents
• Build a lasting brand presence on Amazon

Conclusion

Both Sponsored Products and Sponsored Brands are essential tools in your Amazon advertising toolkit. Start with Sponsored Products to drive initial sales, then layer in Sponsored Brands as your brand grows. This powerful combination can help you achieve visibility, build trust, and drive profitable growth on Amazon.

👉 Next Step: Ready to try Sponsored Brands? Stay tuned to AdmazonIQ for deep dives into Sponsored Brands Video, advanced bidding strategies, and real-world case studies. And if you’d rather watch than read — check out our YouTube channel for full tutorials! Subscribe Now

Advanced Amazon Sponsored Ads Structure Using Headphones

 

Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Advanced Amazon Sponsored Ads Structure Using Headphones Example

If you're just starting, check out our foundational post: Amazon Sponsored Ads Explained: SP vs SB vs SD to understand the basics before diving into advanced structuring.

To truly scale on Amazon, structuring your Sponsored Ads campaigns with intent and segmentation is key. In this post, we go beyond the basics of Auto vs Manual targeting and break down how to structure a full-funnel strategy using a real-world product category: Headphones.

🎧 Example Category: Headphones

We’re working with 4 hypothetical ASINs in the headphones category:

• ASIN1 – Over-Ear Headphones (Premium)
• ASIN2 – In-Ear Earbuds (Value)
• ASIN3 – Gaming Headset (Wired)
• ASIN4 – Wireless ANC Headphones (Mid-tier)

🧠 Sponsored Products Targeting Types

• SP Auto: Amazon auto-matches your ad to relevant searches and ASINs.
• SP Manual – Keyword Targeting: You control targeting with keywords, split into:
  • Brand: Brand terms like "Sony Headphones"
  • Non-Brand (KT Generic): Generic terms like "wireless earbuds"
  • Non-Brand (KT Offensive): Competitor brand terms like "boAt headphones"
• SP Manual – Product Targeting: Target ASINs or categories.
  • Defensive: Target your own ASINs to protect from competitors
  • Offensive: Target competitor ASINs directly
  • Expanded: Broader category-level or complementary ASINs

📊 Structured Campaign Matrix

Campaign Type	Targeting Focus	Use Case	Example (Headphones)
SP Auto	Amazon auto-matching based on listing relevance	Discover converting keywords and match types	ASIN1 in auto campaign with all targeting types enabled
SP Manual – Brand	Exact match brand terms	Capture high-intent shoppers searching for your brand	ASIN3 targeted via “Logitech Gaming Headset” [Exact]
SP Manual – Non-Brand (KT Generic)	Generic keyword terms	Reach new customers who aren’t brand-aware	ASIN4 targeted via “best noise cancelling headphones” [Broad]
SP Manual – Non-Brand (KT Offensive)	Competitor brand keyword terms	Capture traffic from shoppers considering competing brands	ASIN2 targeting “boAt wireless earbuds” [Phrase]
SP PT – Defensive	Own ASINs / Brand Store ASINs	Protect PDPs, increase cross-selling and attach rate	ASIN2 ads shown on ASIN1’s product detail page
SP PT – Offensive	Competitor ASINs	Conquest competitor traffic with relevant listings	ASIN1 targeting competitor’s ANC headphone PDPs
SP PT – Expanded	Category-level or complementary ASINs	Drive top-funnel visibility or cross-category traffic	ASIN3 targeting gaming mice or consoles

🔁 Naming Convention & Structure Tips

• Use consistent campaign naming (e.g., Brand_KT_Exact_SP or PT_Offensive_ASIN1)
• 1 ASIN per ad group for control and clean reporting
• Separate campaigns for match types: Exact, Phrase, Broad
• Start with $10–20/day budget per campaign and adjust based on CTR + CVR

✅ Final Thoughts

Structuring your Sponsored Products campaigns this way gives you full control over visibility, budget, targeting intent, and future scaling. The better your foundation, the more efficient your optimization will be.

In the next post, we’ll explore how Sponsored Brands and Sponsored Display campaigns layer on top of this structure to build a full-funnel ad system.