Everything you need to know about Amazon Advertising

Everything you need to know about Amazon Advertising

  • Creating Amazon Advertising campaigns is essential to increase the visibility of your brand and your products over your competitors.
  • Combine Sponsored Products, Sponsored Brands and Sponsored Display ads according to your objectives and analyse KPIs to optimise your advertising spend.


If you want to stand out from your competitors on Amazon and achieve a higher volume of sales, you will need to create different advertising campaigns within the platform. Thanks to Amazon Advertising, you can boost your organic positioning so that your store or your products gain more visibility and attract more buyers.

Here we tell you what Amazon Advertising campaigns are, what types of ads you can create depending on your objectives and how you can analyse their KPIs.

What is Amazon Advertising?

First of all, you should know that there are two ways to position your products on Amazon. The first, which has to do with organic positioning (SEO), allows you to rank your products for the search of certain keywords. The second, which is done through Amazon Advertising (SEM / ADS) campaigns, offers you the possibility to advertise on pre-determined sites both on and off Amazon.

As with Google, Facebook and Instagram, on Amazon you can place cost-per-click (CPC) bids so that your ads get more impressions and you only pay when shoppers click through.

Amazon Advertising has a direct impact on SEO by providing greater visibility for your products, improving both the volume and speed of sales and reviews.

What types of campaigns exist within Amazon Advertising?

Within Amazon Advertising there are three different types of campaigns: Sponsored Products, Sponsored Brands and Sponsored Display.

Sponsored Products:

Any Seller, regardless of whether or not they have their brand registered on Amazon can create Sponsored Products campaigns. Such campaigns are usually the most effective. They are perfect for displaying your products individually in Amazon’s search results and product detail pages.

You should implement them if your main objective is to position your articles for specific search terms or intentions. When a potential customer searches for the keyword you want to rank your product for, your ad will be displayed on the Amazon results page. The position it occupies will be determined by the CPC bid and the relevance of the ad you have created. The more relevant your product is to the search term and the more you bid on it, the more likely it is to appear at the top of the first page, a space where it will receive more impressions than the rest.

Sponsored Brands:

Sponsored Brands campaigns are only allowed for professional sellers who have their brand registered on Amazon. This type of campaign serves to increase visibility and brand recognition through ads that appear in Amazon’s shopping results.

If you want to promote your store, you should use Sponsored Brands campaigns. With these ads, you will drive traffic to your Amazon shop so that your potential customers get to know your products and your brand.

This type of advertising also allows you to create more engaging video ads with Sponsored Brands Video.

Sponsored Display:

Sponsored Display campaigns allow you to engage with shoppers on Amazon or other retail channels through banners, which can be targeted by product or keyword. They are perfect for creating cross selling or remarketing strategies.

With this type of ad, you can display your sponsored items within your competitor’s product detail page or protect your brand by preventing others from advertising on yours. In this sense, you will have to bid on your own ads by setting a higher CPC that discourages other sellers from bidding. If you make sure that only your products are shown in your listing, you will be redirecting potential buyers to other items in your catalogue.

Through Sponsored Display campaigns, you can also use remarketing to reach your target audience both on and off Amazon. You can combine different types of audiences to show your ads to, for example, users who have already been interested in your brand or your products, have purchased items in your category or are looking for products similar to yours.

How to manage your campaigns on Amazon?

If you already have an account with Amazon Seller Central, you will need to access the «Campaign Manager» function. From there, you can create a new one, view your existing ones and measure your results.

It is important that you periodically analyse the KPIs of each campaign to know what is really working. Based on metrics such as spend, sales, ACOS, number of orders, impressions, clicks, CTR, CPC and ROI, you can make the right decisions for each campaign.

Nozama can help you create and optimise your Amazon Advertising campaigns to improve your sales.