When you're new to Amazon Ads, the three ad type names alone can be confusing. Here's a plain-language rundown of Sponsored Products, Sponsored Brands, and Sponsored Display — what each is and when it makes sense to use it.
Sponsored Products — the workhorse most sellers start with
These ads show up as individual product cards in search results or on other product detail pages. You can target by keyword or by ASIN, and a click takes the shopper straight to your product page. Most sellers of Product A start here — it's relatively simple to set up and gets you immediate visibility for specific search terms.
Sponsored Brands — top-of-search visibility that requires Brand Registry
These appear as banner-style ads near the top or middle of search results, featuring your brand logo, a custom headline, and multiple products together. You need to be enrolled in Amazon Brand Registry to run them. Instead of promoting a single product, they build recognition for the brand as a whole, which is why sellers with an established product lineup tend to reach for this format when they want to build brand awareness.
Sponsored Display — retargeting that follows shoppers off Amazon
These can appear on product detail pages, the Amazon homepage, and even on websites and apps outside Amazon. The standout feature is retargeting — reaching shoppers who viewed your product page but didn't buy, or who viewed a competitor's product page. It's particularly effective at bringing back shoppers who've already shown some interest.
So where should you start?
There's no single right answer, but a common sequence looks like this: new sellers or new product launches typically start with Sponsored Products to build baseline visibility and sales data, move into Sponsored Brands once Brand Registry is set up and the product lineup has grown, and add Sponsored Display once there's enough traffic to make retargeting worthwhile.
Key takeaway
Sponsored Products puts individual products in front of search traffic. Sponsored Brands builds brand recognition at the top of the page (Brand Registry required). Sponsored Display retargets shoppers who've already shown interest, on and off Amazon. Most sellers start with Sponsored Products and expand from there.