Choosing the right Amazon Ad type is crucial for campaign success. Each ad serves a different purpose, so your decision should depend on your marketing goal. Here’s a breakdown of which Amazon ad is best for each situation or objective.
- Want to Boost Product Visibility? → Use Sponsored Products
Sponsored Products are perfect for promoting individual items to shoppers who are actively searching. They appear in search results and on product detail pages.
- Looking to Build Brand Awareness? → Use Sponsored Brands
These ads let you display your logo, custom headline, and multiple products. They are ideal for brands that want to tell a story and showcase more than one product.
- Need to Retarget Lost Customers? → Use Sponsored Display
If a customer visits your product page but doesn’t buy, Sponsored Display ads can retarget them on Amazon and other websites, increasing the chances of conversion.
- Want to Promote Across the Web? → Use Amazon DSP
Amazon DSP lets you buy display, video, and audio ads programmatically. This is great for large-scale campaigns targeting off-Amazon traffic.
- Launching a New Product? → Combine Sponsored Products + Sponsored Brands
New products need both traffic and brand trust. Using both ad types ensures exposure and credibility.
- Want to Drive Traffic to Your Brand Store? → Use Sponsored Brands (Store Spotlight)
This variation of Sponsored Brands directs users to your custom Amazon Store, helping them explore your full product range.
- Need Detailed Performance Insights? → Use Amazon Attribution + Brand Analytics
These tools aren’t ad types but help you measure and understand how each ad type performs—especially when driving traffic from outside Amazon.
Conclusion
There’s no one-size-fits-all ad on Amazon. Choosing the right type depends on your goal: visibility, awareness, retargeting, or cross-platform branding. The smarter your ad strategy, the better your results.
