Ad Types
What is Sponsored Products?
Amazon Sponsored Products Ads
Amazon's keyword-targeted ads that appear in search results and product pages.
Sponsored Products are Amazon's most popular advertising format. These keyword-targeted ads appear in search results and on product detail pages, looking nearly identical to organic listings.
How Sponsored Products Work
- You select products to advertise
- Choose keywords (or let Amazon auto-target)
- Set bids for each keyword
- Your ad appears when shoppers search those keywords
- You pay when someone clicks (CPC model)
Where Sponsored Products Appear
- Top of search results - Premium placement
- Middle of search results - Mixed with organic
- Product detail pages - "Products related to this item"
- Add to cart page - Additional exposure
Targeting Options
Keyword Targeting
- Broad match: Includes related terms
- Phrase match: Includes your phrase
- Exact match: Only the exact keyword
Product Targeting (ASIN)
- Target specific competitor products
- Target complementary products
- Target your own products (defensive)
Sponsored Products Best Practices
- Start with auto campaigns - Discover keywords
- Harvest winners to manual - Optimize high-performers
- Use negative keywords - Cut wasted spend
- Segment by match type - Control bids precisely
- Monitor placement performance - Adjust by position
Examples
- →Targeting 'wireless headphones' with exact match
- →Product targeting a competitor's ASIN
Related Terms
Track your Sponsored Products automatically
Shurq monitors all your key metrics in real-time and optimizes your campaigns 24/7.