What is Sponsored Brands?

Sponsored Brands (formerly Headline Search Ads) are banner-style ads that feature your brand logo, a custom headline, and up to three products. They're designed for brand awareness and consideration.

How Sponsored Brands Work

1. Requires Brand Registry enrollment
2. Create custom headline and creative
3. Select products to feature
4. Choose keyword or product targeting
5. Ads appear at top of search results

Sponsored Brands Formats

Product Collection

• Brand logo + headline + 3 products
• Links to Store or product detail pages

Store Spotlight

• Feature different Store pages
• Great for brand with multiple categories

Video

• 6-45 second video format
• High engagement and CTR
• Autoplay in search results

Where They Appear

• Top of search results - Most prominent placement
• Within search results - Mid-page banners
• Product detail pages - Brand awareness spots

Sponsored Brands Benefits

1. Brand building - Prominent logo placement
2. Category ownership - Dominate search results
3. Store traffic - Drive to your Amazon Store
4. New customer acquisition - Top-of-funnel awareness

Best Practices

1. Test headlines - Different value propositions
2. Feature bestsellers - Lead with strong products
3. Use video - Higher engagement rates
4. Link to Store - Build long-term customers
5. Target branded + category keywords - Defensive and offensive