Amazon’s Sponsored Ads ecosystem is one of the most powerful performance advertising platforms in e-commerce. But for beginners, understanding the differences between Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) is key to running efficient campaigns. This guide simplifies it all for you.
What Are Sponsored Ads?
Amazon offers three core ad types under Sponsored Ads:
- SP (Sponsored Products)
- SB (Sponsored Brands)
- SD (Sponsored Display)
Each serves a unique role in reaching potential customers at different points in their shopping journey.
Sponsored Products (SP)
Sponsored Products are cost-per-click (CPC) ads that appear within search results and product pages. These ads promote individual ASINs and are typically the starting point for new advertisers. They target keywords or products and show up when shoppers are actively searching.
Sponsored Brands (SB)
Sponsored Brands are banner-like ads that appear at the top of search results. They feature your brand logo, custom headline, and multiple ASINs. SB is great for brand awareness and showcasing a product portfolio. It’s ideal for driving traffic to your Brand Store or product collection.
Sponsored Display (SD)
Sponsored Display allows advertisers to target audiences based on shopping behavior both on and off Amazon. These can appear on product detail pages, customer reviews, or even third-party websites. SD is useful for retargeting and upper-funnel discovery.
SP vs SB vs SD – Key Differences
| Feature | Sponsored Products | Sponsored Brands | Sponsored Display |
|---|---|---|---|
| Targeting | Keywords, ASINs | Keywords, Categories | Audiences, Products |
| Placement | Search results, PDP | Top of Search | PDP, Off-Amazon |
| Creative | Auto-generated | Custom logo, headline, multiple ASINs | Banner image or auto |
| Best for | Conversions | Brand visibility | Retargeting / Awareness |
Which One Should You Use?
- Sponsored Products – Best for launching new products and testing keywords.
- Sponsored Brands – Great for showcasing your brand and driving Store visits.
- Sponsored Display – Ideal for retargeting and reaching audiences across Amazon and beyond.
Pro Tips for Beginners
- Start with SP to build momentum and collect data
- Segment campaigns by match types (broad, phrase, exact)
- Use negative keywords to eliminate irrelevant traffic
- Layer SB for brand-building once SP is optimized
- Retarget using SD once you have traffic and audience insights
Conclusion
Each Sponsored Ad type complements the others. The smartest advertisers use all three strategically, depending on their goals. Start simple, analyze results, and build complexity over time. When done right, Amazon Ads can become your strongest growth engine.
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