About Amazon Ads And How They Work

How Amazon Ads Work Explained In Keywords.

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Amazon Ads is a cost per click advertising platform, specifically designed to advertise your products on Amazon. Using this platform you have the option to select your ad placements with 3 different locations, each allowing different ad types that are eligible to use which we will explain below.

Amazon’s 3 Ad Placement Locations:

As we mentioned, Amazon uses 3 placement locations to show ads on their platform. These are; Sponsored Products, Sponsored Brands, and Sponsored Display.

Sponsored Product Placement Ads

Sponsored Product Placement Ads appear on Amazon’s search results pages. Depending on your ad relevance, and your max bid for the search term in comparison to your competitors, your ad may appear at the top of the search results, or towards the bottom. They may also appear at the bottom of your competitor product pages.

Sponsored Brands Placements

Sponsored Brand ads are banner placements that appear at the top of the Amazon search results pages, above Sponsored Product Ads. There are usually 3 products shown for a brand. These ads will include your logo, a custom tagline.

Sponsored Display Placements

Sponsored Display is a self-service advertising solution that gives you the ability to retarget customers who have visited your amazing product listings on Amazon’s platform, and on other third-party US based websites and apps your users use.

Amazon’s Ad Formats:

There are three ad types to choose from within your Seller Central ad account. Each ad type has a specific purpose and function depending on what your goals are. Below is a list of the available Ad Formats within each ad or placement type.

List of Ad Formats Under Each Placement Strategy

Amazon Ads Pricing Models:

Amazon uses a Cost-per-click (CPC) pricing model. You have the option to manually manage your max-bids and keywords. Or, you can select to automate bidding and keywords research with Amazon.

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