Amazon gives brands three classic self-serve ad types. They look similar in the console, but they do different jobs. Here’s a plain comparison, plus one recent change worth knowing about Sponsored Display.
Sponsored Products sell individual products to people already searching. Sponsored Brands build recognition at the top of search with video, images or collections. Sponsored Display, now part of Amazon’s display ads, reaches relevant audiences on and off Amazon. Most brands need Sponsored Products first, then layer the others on.
| Sponsored Products | Sponsored Brands | Sponsored Display / display ads | |
|---|---|---|---|
| Main job | Sell a specific product | Grow brand discovery | Reach and re-engage audiences |
| Creative | Product image or video | Video, image or product collection | Amazon-generated or your own creative |
| Where it shows | In and beside search results, on product pages, and some placements beyond Amazon | Top of search, product pages and other prominent spots | Across Amazon and beyond, including Amazon properties and third-party sites |
| Targeting | Keywords and products, manual or automatic | Keywords and products | Audiences and context |
| Where clicks go | Product detail page | Brand Store or detail pages | Detail page or chosen destination |
| Best for | Most brands, first | Brands with a catalog and a Brand Store | Retargeting and wider reach |
We manage Sponsored Products, Sponsored Brands, display ads and Amazon DSP for brands across Amazon marketplaces, with $3M+ in monthly ad spend under management. Every ad type is planned against profit, not just clicks.
See our Amazon PPC management, or read Amazon DSP vs Sponsored Ads for how DSP fits in.
Sponsored Products promote a single product and send shoppers to its detail page. Sponsored Brands show your brand with video, an image or a collection of products and can send shoppers to your Brand Store or detail pages.
Most brands start with Sponsored Products because they target shoppers already searching and link straight to the product. Sponsored Brands and display ads usually come next.
Amazon says Sponsored Display is now part of its wider display ads offering inside its Amazon Ads Agent platform. Existing Sponsored Display campaigns keep running, and new display campaigns are created under Display, Video and Audio.
Sellers generally need to be enrolled in Amazon Brand Registry to run Sponsored Brands. Vendors can run them through their vendor account.
Yes. Amazon describes Sponsored Products as cost-per-click ads: you pay when a shopper clicks.
Every case study below comes directly from unedited Seller Central, Amazon Ads, Search Query Performance, Sellerboard, TikTok Shop, and Walmart Connect dashboards.
+102% Ad Sales · −53% ACOSRedesigned the main image for click-through, rewrote listing copy and A+ Content to convert, then rebuilt Sponsored Products and daily bid management.
+117% Ad Sales · −29% ACOSRebuilt campaign hierarchy and segmentation with disciplined bid rules and A+ Content so 54% more ad spend produced 117% more ad revenue.
+126% Ad Sales · −40% ACOSTightened listing copy and imagery in week one, cut wasted spend across unprofitable targets, and set SKU-level ACOS goals with daily bid adjustments.
+144% Ad Sales · +141% OrdersMapped untapped high-intent keyword pockets and expanded placement coverage while upgrading creative so sales jumped from $38K to $93K at stable ROAS.
+118% Click Share · +106% ClicksDiagnosed Search Query Performance funnel drop-off and redesigned the main image around the core buyer need—doubling click share even as market volume dipped.
~$97K → ~$160K MonthlySequenced listing conversion upgrades, A+ Content across hero SKUs, and structured PPC review cycles—compounding from ~$97K to ~$160K in monthly revenue.
+906% Purchases · 9.62% ShareCombined SQP search-funnel analysis, buyer-language listing SEO, main image CTR work, and exact-match ranking campaigns to capture 9.62% purchase share.
+$87K Net Profit · −30.6% Ad CostAudited SKU-level contribution margins in Sellerboard, eliminated $34K in low-margin ad waste, and reversed YoY profit trend from −31.4% to +12.5%.
£256 → £297,128 GMV · 11,827 OrdersBuilt an affiliate recruitment, seeding, Discord community, and brief engine from scratch—generating £197,522 in creator-attributed GMV and 11,827 orders.
+51.9% Shop GMV · +67% OrdersBroke through creator concentration plateau by expanding publishing affiliates from 503 to 556 and scaling GMV Max ads behind top-converting videos.
$1.27K → $21.6K Sales · 2.72 ROASRebuilt Walmart listing quality scores from Poor to Good, cleaned up catalog structure, and scaled Walmart Connect Sponsored Search to 2.72× ROAS.
Read all 12 original written client reviews verbatim—linked directly to Trustpilot so you can verify every single one.
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Amazon and TikTok Shop marketing agency for brand owners. 60+ brands managed in-house. Headquartered in Jacksonville, FL, USA.
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