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Amazon Product Visibility: The Power of Sponsored Products, Sponsored Display, & Sponsored Brands

Updated: Apr 12

These days on Amazon it's not enough to simply list your products and wait for customers to find them. To stand out and drive sales, sellers must actively promote their products. Amazon offers three powerful tools that can help you achieve this: Sponsored Products, Sponsored Display, and Sponsored Brand campaigns. In this blog post, we'll explore why sellers should use these different campaign types and how to use each one cost-effectively to boost product visibility on Amazon.

Why Use Sponsored Products, Sponsored Display, and Sponsored Brand Campaigns?

Increased Visibility: These advertising campaigns are designed to put your products front and center in Amazon's search results and product listings, making them more visible to potential customers.

Targeted Reach: You have control over who sees your ads. This enables you to target specific keywords, demographics, and shopping behaviors, ensuring that your ads are shown to the most relevant audience.

Brand Recognition: Sponsored Brand campaigns help build brand recognition on Amazon, fostering trust and loyalty among customers.

Cost-Effective: When managed properly, these campaigns can provide a strong return on investment (ROI), ensuring that you get the most value for your advertising spend.

How to Use Each Campaign to Boost Product Visibility Cost-Effectively

Sponsored Products Campaigns

Objective: Increase visibility for individual products.


Keyword Research: Start by conducting thorough keyword research to identify the most relevant and high-traffic keywords for your products. Start with an auto campaign that will effectively mine for keywords that create sales.

Keyword Targeting: Create campaigns targeting these keywords. Move converting keywords from your auto campaigns to manual campaigns to further control your campaign spend.

Bid Optimization: Monitor your campaigns regularly and adjust your bids. Increase bids for keywords that convert well and decrease bids for less effective ones.

Negative Keywords: Use negative keywords to filter out irrelevant search terms that might trigger your ads, ensuring that your budget is spent on the most promising clicks.

Sponsored Display Campaigns

Objective: Retarget customers who have viewed your products or visited your Amazon storefront.


Audience Targeting: Utilize audience targeting options to reach customers who have interacted with your products or similar products. This includes retargeting customers who have viewed your product detail pages or abandoned their shopping carts.

Product Targeting: Place your ads on the detail pages of complementary or related products. This strategy can expose your products to shoppers interested in similar items.

Creative Ad Content: Create visually appealing ad creatives to catch the attention of potential customers as they browse Amazon.

Sponsored Brand Campaigns

Objective: Increase brand recognition and showcase a selection of your products.


Branding: Develop a strong and memorable branding message that reflects your brand's identity and unique selling points.

Keyword Targeting: Create campaigns targeting relevant keywords that align with your brand and product offerings.

Video Ads: Consider incorporating video ads into your Sponsored Brand campaigns for a dynamic and engaging shopping experience.

Storefront: If eligible, create a Brand Store on Amazon to provide a branded shopping experience and showcase your product lineup.

Monitoring and Optimization

Regardless of the type of campaign, it's crucial to monitor and optimize your ad campaigns regularly:

Performance Metrics: Keep an eye on key performance metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

Budget Management: Set daily or monthly budgets to control your advertising spend.

A/B Testing: Experiment with different ad creatives, targeting options, and bidding strategies to identify what works best for your products and audience.

Regular Review: Periodically review and refine your keyword lists, ad copy, and targeting options to stay competitive.

Sponsored Products, Sponsored Display, and Sponsored Brand campaigns are powerful tools that can help sellers increase product visibility on Amazon and drive sales. By understanding the objectives of each campaign type and employing the right strategies, sellers can achieve cost-effective results and make the most of their advertising budgets.

If you’re new to advertising or are just looking to increase your brand visibility, consider partnering with Sellozo to help you create and execute an effective advertising strategy that increases your brand awareness and ultimately, reaches your business goals!


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