- Sponsored Products focuses on product-level promotion.
- Sponsored Brands can support brand and multi-product discovery for eligible advertisers.
- Sponsored Display can support audience and product-detail-page strategies where available.
- Eligibility and available formats depend on the account, marketplace and advertising programme.
Sponsored Products
Sponsored Products is a product-level ad format widely used for keyword and product targeting. It is commonly used to capture high-intent traffic, build visibility for individual ASINs and test search-term demand.
Sponsored Brands
Sponsored Brands can promote a brand, product collection or eligible video creative. It is useful when the objective extends beyond one SKU and the advertiser wants to present multiple products or stronger brand messaging. Availability depends on eligibility.
Sponsored Display
Sponsored Display can support product-detail-page targeting and audience-based strategies depending on the features available in the account. It is often used differently from search-led Sponsored Products, so performance should be assessed against the campaign objective.
Do you need every ad type?
Not always. Start from the business objective, catalogue depth, creative availability and data. A smaller account may benefit more from disciplined Sponsored Products coverage before adding formats that require additional creative or budget.
Ad-format comparison
| Format | Typical role | Eligibility / inputs to verify |
|---|---|---|
| Sponsored Products | Promote individual listings against shopping intent | Eligible listing, buyability and current marketplace availability |
| Sponsored Brands | Brand/product discovery with richer creative and destinations | Current brand eligibility, products, creative and landing destination |
| Sponsored Display | Audience/product-context reach and remarketing use cases | Marketplace/account availability, eligible products and audience options |