Types of Amazon Ads: A Complete Guide for Online Marketers
Hi Online Friends,
If you're looking for a way to boost your online sales, reach new customers, and grow your brand awareness, you might want to consider advertising on Amazon. Amazon is not only the world's largest online marketplace, but also one of the most popular advertising platforms for businesses of all sizes and niches.
But how do you advertise on Amazon? What are the different types of Amazon ads and how do they work? How can you choose the best ad format for your goals, budget, and audience? And what are some best practices and tips to optimize your Amazon advertising campaigns?
In this article, we'll answer all these questions and more. We'll provide you with a comprehensive guide to the types of Amazon ads, their benefits and features, their placements and targeting options, their budget requirements and campaign management options, and their best practices and strategies. By the end of this article, you'll have a clear understanding of how to advertise on Amazon effectively and efficiently.
What is Amazon Advertising?
Amazon Advertising is the name of the advertising solution that Amazon offers to vendors, sellers, authors, publishers, and agencies who want to promote their products, brands, or services on Amazon and beyond. Amazon Advertising was launched in 2018 as a rebranding of the former Amazon Marketing Services (AMS).
Amazon Advertising provides a variety of advertising products and formats that can help advertisers reach customers at every stage of their shopping journey, from awareness to consideration to purchase. These products and formats include Sponsored ads, Video ads, Display ads, Audio ads, Custom ads, Device ads, Stores, Posts, Brand Follow, and Amazon Live.
Each type of Amazon ad has its own advantages and disadvantages, as well as different requirements and options for creating and managing campaigns. Depending on your advertising goals, budget, and audience, you can choose the most suitable type of Amazon ad for your business.
Sponsored Ads
Sponsored ads are cost-per-click (CPC) ads that showcase individual products or brands in shopping results and on product detail pages. They are designed to drive discovery and sales more efficiently by appearing in relevant and highly visible placements. There are three subtypes of Sponsored ads: Sponsored Products, Sponsored Brands, and Sponsored Display.
Sponsored Products
Sponsored Products are ads for individual product listings that help customers find and purchase products that they are looking for. They appear in relevant shopping results and on product detail pages, as well as on third-party websites and apps. Sponsored Products are self-service and easy to set up, and they allow advertisers to control their budget and bids.
To create a Sponsored Products campaign, you need to select the products you want to advertise, choose a targeting method (automatic or manual), set a daily budget and a default bid amount, and launch your campaign. You can also use advanced features such as dynamic bidding, placement adjustments, negative keywords, match types, campaign budget rules, portfolio management, bulk operations, etc.
Sponsored Brands
Sponsored Brands are ads that feature a logo, a custom headline, and up to three products. They help customers discover and recognize a brand and its product portfolio. They appear on top of, alongside, or within shopping results, as well as on product detail pages. Sponsored Brands are also self-service and allow advertisers to measure their brand awareness, consideration, and sales.
To create a Sponsored Brands campaign, you need to select the products you want to advertise (up to three), upload your logo (400x400 pixels), write a custom headline (50 characters), choose a landing page (Store or product list page), set a daily budget and a bid amount (per click), select keywords (broad or exact match), review your ad preview (desktop or mobile), submit your ad for moderation (usually within 72 hours), and launch your campaign.
Sponsored Display
Sponsored Display are display ads that use relevant audiences or product targeting to reach customers across the shopper journey,both on and off Amazon. They appear on Amazon home page,product detail pages,shopping results,and third-party websitesand apps.Sponsored Display are also self-serviceand allow advertisersto create campaigns quicklyand easily.
To create a Sponsored Display campaign,you need to select the productsyou want to advertise,choose a targeting strategy(audiences or product),set a daily budgetand a bid amount(per impression),upload or generatea creative(300x250 pixels),review your ad preview(desktop or mobile),and launch your campaign.
Video Ads
Video ads are ads that use video contentto capture customers' attentionand interest.They appear on Amazon propertiesand devices,such as Fire TV,Prime Video,IMDb TV,Echo Show,Fire tablet,Kindle,as well as on top websitesand streaming content.There are two subtypesof Video ads:Streaming TV adsand Online Video ads.
Streaming TV Ads
Streaming TV ads are full-screennon-skippable video adsthat run before,during,or after streaming contenton Fire TVor IMDb TV.They allow advertisersto reach customerswho are watching their favorite showsand movieson the big screenor on mobile devices.Streaming TV ads are managed-serviceand require a minimum budgetof $35,000.
To create a Streaming TV ad campaign,you need to contact an Amazon Advertising account executivewho will help you with the campaign setup,creative development,targeting options,measurement tools,and optimization strategies.You can also use Amazon Publisher Services (APS)to access premium inventoryfrom third-party publishersand networks.
Online Video Ads
Online Video ads are video adsthat run in-stream or out-streamon websites or appsacross the web.They allow advertisersto connect with customerswho are browsing onlineor engaging with social media.Online Video ads are self-service or managed-servicedepending on the budget and campaign goals.
To create an Online Video ad campaign,you can use the Amazon DSP (demand-side platform)which is a self-service toolthat lets you programmatically buy and manage video adsacross Amazon and third-party sites and apps.You can also use Amazon Advertising's managed-service optionwhich is a full-service solutionthat provides you with a dedicated team of expertswho will help you with the campaign creation, execution, and optimization.
Display Ads
Display ads are ads that use image or text content to reach customers with relevant messages across the web. They appear on Amazon properties and devices, such as Amazon home page, product detail pages, shopping results, Fire tablet, Kindle, as well as on premium third-party content. There are two subtypes of Display ads: Custom ads and Device ads.
Custom Ads
Custom ads are tailor-made display ads that create personalized customer experiences across Amazon's online and physical stores. They use innovative features such as interactive video, audio, or augmented reality to tell a brand story or showcase a product. Custom ads are managed-service and require a minimum budget of $150,000.
To create a Custom ad campaign, you need to contact an Amazon Advertising account executive who will help you with the campaign strategy, creative development, targeting options, measurement tools, and optimization strategies. You can also work with Amazon Advertising's global team of storytellers and innovators who will design and execute revolutionary advertising solutions for your brand.
Device Ads
Device ads are display ads that run on Amazon devices and services, such as Fire TV, Fire tablet, Echo Show, Prime Video, or Kindle with Special Offers. They allow advertisers to reach customers who are using Amazon devices for entertainment, information, or shopping. Device ads are managed-service and require a minimum budget of $15,000.
To create a Device ad campaign, you need to contact an Amazon Advertising account executive who will help you with the campaign setup, creative development, targeting options, measurement tools, and optimization strategies. You can also leverage Amazon's unique insights into customer behavior and preferences to deliver relevant and engaging ads on Amazon devices.
A Detailed Table Breakdown of Types of Amazon Ads
To help you compare and contrast the different types of Amazon ads, we've created a detailed table breakdown that summarizes their main features and characteristics. You can use this table as a quick reference guide when choosing the best type of Amazon ad for your business.
| Type of Ad | Subtype | Description | Placement | Targeting | Budget | Campaign Management |
|---|---|---|---|---|---|---|
| Sponsored Ads | Sponsored Products | CPC ads for individual product listings that drive discovery and sales | Shopping results, product detail pages, third-party sites and apps | Automatic or manual keyword targeting | Daily budget and default bid amount per click | Self-service with advanced features |
| Sponsored Brands | CPC ads that feature a logo, a custom headline, and up to three products that drive brand awareness and consideration | Topof, alongside, or within shopping results, product detail pages | Manual keyword targeting or product targeting | Daily budget and bid amount per click | Self-service with brand metrics | |
| Sponsored Display | CPC display ads that use relevant audiences or product targeting to reach customers across the shopper journey | Amazon home page, product detail pages, shopping results, third-party sites and apps | Audiences (views, searches, purchases) or product targeting (categories, ASINs) | Daily budget and bid amount per impression | Self-service with creative builder | |
| Video Ads | Streaming TV Ads | Full-screen non-skippable video ads that run before, during, or after streaming content on Fire TV or IMDb TV | Fire TV, IMDb TV | Contextual or audience-based targeting | Minimum budget of $35,000 | Managed-service with account executive |
| Online Video Ads | Video ads that run in-stream or out-stream on websites or apps across the web | Fire tablet, Kindle, Prime Video, Echo Show, top websites and streaming content | Programmatic or direct targeting | Varies depending on self-service or managed-service option | Self-service with Amazon DSP or managed-service with account executive | |
| Display Ads | Custom Ads | Tailor-made display ads that create personalized customer experiences with innovative features such as interactive video, audio, or augmented reality | Amazon online and physical stores, premium third-party content | Customized targeting based on campaign goals and objectives | Minimum budget of $150,000 | Managed-service with account executive and global team of storytellers and innovators |
| Device Ads | Display ads that run on Amazon devices and services such as Fire TV, Fire tablet, Echo Show, Prime Video, or Kindle with Special Offers | Amazon devices and services | Amazon's unique insights into customer behavior and preferences | Minimum budget of $15,000 | Managed-service with account executive and device experts |
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