Amazon Sponsored Brands: Complete Strategy Guide
Build brand awareness and drive traffic to your Amazon Store with Sponsored Brands. Master video ads, custom headlines, and brand-building strategies.
What are Amazon Sponsored Brands?
Sponsored Brands are premium advertising placements that showcase your brand logo, custom headline, and multiple products at the top of Amazon search results. These ads are designed to increase brand awareness and drive traffic to your Amazon Store or product detail pages.
Requirements:
- Amazon Brand Registry enrollment
- Professional Seller Account
- Active brand store (recommended)
- Trademark protection for your brand
Prime Placement
Appear at the very top of search results
Brand Showcase
Display logo, headline, and multiple products
Store Traffic
Drive customers to your branded storefront
Sponsored Brands Ad Formats
Product Collection
Showcase up to 3 products with your brand logo and custom headline.
- Custom headline (up to 50 characters)
- Brand logo display
- Up to 3 product ASINs
- Drives to Store or product pages
Store Spotlight
Feature your brand store with lifestyle imagery and multiple products.
- Lifestyle or hero image
- Brand logo and headline
- Multiple product showcase
- Always drives to Brand Store
Video
Engage customers with video content showcasing your products or brand story.
- 15-30 second video content
- Auto-play with sound on hover
- Higher engagement rates
- Premium brand positioning
Campaign Setup Strategy
1. Brand Awareness Campaigns
Focus on high-volume category keywords to build brand recognition and capture market share.
Goal: Impressions and brand recall
Budget: Higher daily budgets for maximum reach
2. Competitor Targeting
Target competitor brand names and product keywords to capture their traffic.
Goal: Market share capture
Budget: Moderate, test competitor response
3. Product-Specific Campaigns
Target specific product keywords where you want to showcase multiple related products.
Goal: Cross-selling and upselling
Budget: Performance-based allocation
Creative Best Practices
Headlines That Convert
- Value Proposition: "Premium Audio Experience"
- Problem/Solution: "End Tangled Cables Forever"
- Benefits: "30-Hour Battery Life"
- Social Proof: "Trusted by 1M+ Customers"
Logo Requirements
- 400x100 pixels minimum
- PNG format with transparent background
- High contrast and readable
- Brand compliant and professional
Product Selection
- Best-selling products in campaign
- High-rated products (4+ stars)
- Competitive pricing
- Good image quality and variety
Sponsored Brands Video Strategy
Video Specifications
- Duration: 15-30 seconds
- Format: MP4, MOV
- Resolution: 1920x1080
- File size: Max 500MB
Content Strategy
- Product demonstration
- Lifestyle integration
- Problem/solution story
- Brand storytelling
Performance Tips
- Hook viewers in first 3 seconds
- Include captions for sound-off viewing
- Clear product showcase
- Strong call-to-action
Video Production Options
Use smartphone + editing app. Cost: $0-100
Professional editor on Fiverr/Upwork. Cost: $200-800
Full production service. Cost: $1,000-5,000+
Key Performance Metrics
CTR
Click-Through Rate
Target: 0.3-0.8%
CVR
Conversion Rate
Target: 8-15%
ACoS
Advertising Cost of Sales
Target: 20-35%
DPVR
Detail Page View Rate
Target: 70-85%
Ready to Build Your Brand on Amazon?
Get expert help creating and optimizing Sponsored Brands campaigns that build awareness and drive profitable growth.