Amazon Sponsored Products Vs Sponsored Brand Ads
The Amazon marketplace is a competitive environment in which thousands of vendors compete by selling similar products. To compete favorably in the Amazon marketplace, it is essential to use Amazon ads in combination with a powerful Amazon PPC strategy.
However, there are some Amazon ads, such as Sponsored Products Amazon ads and Sponsored Brands Amazon ads, which have often confused Amazon vendors.
Both of these Amazon ads are powerful, but they have different functions in Amazon advertising. In this article, we will compare Amazon Sponsored Products vs Sponsored Brand ads in terms of benefits, cost, and usage.
Amazon Sponsored Products: What are They?
Sponsored Products by Amazon Ads enable sellers to promote individual product listings on the search results pages and product detail pages. This kind of advertisement directs customers to a product page. It helps to attract customers.
This type of advertisement is best suited for those who are looking to enhance the sales and visibility of their products and want to attain greater results through the implementation of the performance-based Amazon PPC advertisement strategy.
Amazon Sponsored Brand Ads: What are They?
Sponsored Brand Ads enable you to display 2-3 products along with a video in the ad. Whether you want to drive traffic to a product detail page or a brand Store, that decision is entirely yours. This type of ad is best suited for those brands that want to create awareness on Amazon.
READ MORE: How To Build a Great Brand Reputation On Amazon
What Makes Amazon Ads Useful?
Amazon Ads help sellers boost product visibility and reach targeted customers to increase sales on Amazon. With a strong Amazon PPC plan, sellers can reach high-intent customers and outperform the competition. With Amazon ad types such as Sponsored Products and Amazon Sponsored Brands, sellers can achieve sales and brand awareness for their products, and Amazon advertising services are a must for every seller.
What are the Eligibility Criteria for Both Ads?
Yes, this is true because there are set criteria that the sellers must fulfill to advertise on the Amazon platform. These criteria differ depending on the type of ad used, whether it may be Sponsored Products, Amazon Ads, or Sponsored Brands Ads. Therefore, when one meets the criteria set by Amazon’s platform, one will be able to advertise efficiently, resulting in positive outcomes for their advertisement strategy.
Eligibility for Sponsored Products Ad
To start Sponsored Products Amazon Ads, the seller needs to meet the basic requirements set by Amazon. It is easy to start these ads, and they can be best used by sellers who want to focus on a performance-based Amazon PPC strategy.
| Pros | Cons |
| No requirement for Amazon Brand Registry | Requires the product to have the Buy Box |
| Easy to start with a professional seller account | You can only utilize new products. |
| FBA and FBM sellers are supported. | – |
| Best for beginners for Amazon advertising services | – |
Eligibility for Sponsored Brands Ad
For running Sponsored Brands Ads on Amazon, a seller needs to adhere to some other conditions, as the focus is on building a brand. This option is most suitable for businesses looking to increase their visibility through a proper Amazon ad strategy.
| Pros | Cons |
| Improves brand visibility | The Amazon Brand Registry is necessary. |
| Makes it easier to promote several products. | New products only |
| Also helps with Brand Stores as well as video ads | Strong fulfillment is required (FBA/ FBM) |
| Increases the business through Amazon Ads |
Amazon Ads Categories: Where You Can Run Ads
Amazon enables sellers to advertise their products in different product categories. Whether you are using Amazon Sponsored Products or Sponsored Brands, your product should come under one of the eligible categories to run the ad campaign successfully.
Categories for which one can run ads on Amazon:
- Appliances
- Automotive
- Arts, Crafts, and Sewing
- Baby Products
- Beauty
- Consumer packaged goods
- Mobile and accessories
- Clothing and accessories
- Collectibles
- Computer and electronics
- Fine art and Furniture
- Grocery and Gourmet Food
- Health and Personal Care Products
- Home and Kitchen
- Industrial and Scientific
- Luggage
- Movies and TV
- Music and Musical Instruments
- Office products
- Patio, Lawn, Home, and Garden
- Pet Supplies
- Shoes
- Sports and Collectibles
- Software
- Tools and Home Improvement
- Toys and Games
- Video Games
- Watches
(Source: Amazon)
Amazon Sponsored Products Ads vs Amazon Sponsored Brands Ads
In a comparison of Amazon Sponsored Products vs. Amazon Sponsored Brands ads, it is essential to understand the use of each ad format in your overall Amazon PPC campaign. While both are highly effective Amazon Ads ad formats, they are different in several ways, such as targeting options, ad placement, costs, and ad objectives.
Unlike Amazon Sponsored Products Ads, which are primarily conversion-focused Amazon ads, Amazon Sponsored Brands Ads are intended for raising brand awareness. The following table shows a comparison of the two ad formats and will help you choose the most suitable ad format for your Amazon advertising campaign.
| Topic | Products Ads | Brands Ads |
| Goal | Drive sales and conversions by targeting high-intent shoppers | Brand promotion (recognition and visibility). Drive customers either to the product detail page or the brand store page. |
| Auto targeting | Yes | No |
| Keyword placement | Yes | Yes |
| Product targeting | Yes | No |
| Ad placements | Search pages, Product detail pages | Search pages (top/middle/bottom placements), product detail pages, and brand store pages. |
| Product condition | New | New |
| Brand Registry | Not required | Required |
| Buy Box | Required | Not required |
Conclusion
To conclude, the choice of Sponsored Products and Amazon Sponsored Brands Ads completely depends on your business goal and your PPC advertising strategy. Sponsored Products Amazon Ads are most suitable when you are looking to make quick sales, whereas Amazon Sponsored Brands Ads are most suitable when you are looking to increase brand awareness.
The two Amazon Ads play a crucial role in a successful Amazon advertising strategy, and both types are effective when used together.
To get better results and increase ROI, businesses are opting for Amazon advertising services.
