Amazon has three main ad types, and sellers often pour everything into one without understanding the other two. Each does a different job: one captures demand, one builds your brand, one retargets shoppers. Used together they cover the whole buying journey. This guide explains Sponsored Products, Sponsored Brands, and Sponsored Display, what each is for, and when to use them.
Quick Answer
Sponsored Products promote individual listings in search results and are the workhorse for most sellers. Sponsored Brands show your logo and multiple products to build brand awareness, and need Brand Registry. Sponsored Display retargets shoppers on and off Amazon. Most sellers start with Sponsored Products, then add the others as they grow.
Key Takeaways
- Sponsored Products is the workhorse, start here.
- Sponsored Brands builds awareness, needs Brand Registry.
- Sponsored Display retargets shoppers on and off Amazon.
- Each ad type serves a different stage of buying.
- Together they cover the full shopper journey.
Table of Contents
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Side-by-Side Comparison
- What Order to Use Them In
- FAQs
Sponsored Products
Sponsored Products are the most common Amazon ads. They promote a single product listing and appear right in search results and on product pages, looking almost like organic listings. They capture shoppers who are actively searching for products like yours, which makes them the highest-intent, highest-converting ad type for most sellers. If you run only one ad type, this is it. New to ads? Start with our guide on how Amazon PPC works.
Sponsored Brands
Sponsored Brands are the banner-style ads at the top of search results that show your brand logo, a custom headline, and several products. They require Brand Registry. Their job is different from Sponsored Products: instead of capturing a single sale, they build brand awareness and send shoppers to your Brand Store or a curated product range. They are powerful for brands trying to be remembered, not just clicked.
Sponsored Display
Sponsored Display is the retargeting ad type. It shows your products to shoppers who viewed your listing but did not buy, or who looked at similar products, and it can follow them both on Amazon and across other websites. It is less about capturing a fresh search and more about bringing back shoppers who already showed interest. For brands with Brand Registry, it adds a useful re-engagement layer.
Side-by-Side Comparison
| Ad Type | Main Job | Needs Brand Registry? |
|---|---|---|
| Sponsored Products | Capture active searchers | No |
| Sponsored Brands | Build brand awareness | Yes |
| Sponsored Display | Retarget interested shoppers | Yes |
What Order to Use Them In
For most sellers the path is clear. Start with Sponsored Products, master it, and make it profitable, since it does the heavy lifting. Once you have Brand Registry and a stable Sponsored Products foundation, add Sponsored Brands to build awareness and defend your brand terms. Layer in Sponsored Display to retarget shoppers who did not convert. Each addition covers a stage of the journey the others miss.
If you want all three ad types working together as one coordinated strategy, that is what we do. Our Amazon PPC management service builds and balances the full ad mix, and you can see the results on our client results page.
Related Reading
Frequently Asked Questions
What’s the difference between Sponsored Products and Sponsored Brands?
Sponsored Products promote a single listing in search results to capture active searchers, and need no Brand Registry. Sponsored Brands show your logo and multiple products to build awareness, and require Brand Registry. One captures a sale; the other builds a brand.
Which Amazon ad type should I start with?
Sponsored Products. It is the highest-intent, highest-converting ad type and needs no Brand Registry. Master it first, then add Sponsored Brands and Sponsored Display as you grow and your budget allows.
Do I need Brand Registry for Amazon ads?
Not for Sponsored Products, which any seller can run. Sponsored Brands and Sponsored Display generally require Brand Registry, so enrolling unlocks the full range of ad types.
What is Sponsored Display used for?
Retargeting. It shows your products to shoppers who viewed your listing or similar products but did not buy, both on Amazon and across other sites. It re-engages interested shoppers rather than capturing fresh searches.
Should I run all three ad types?
Eventually, if budget allows, since each covers a different stage of the buying journey. But start with Sponsored Products and expand once it is profitable. Spreading a small budget across all three at once usually weakens results everywhere.
Written by the AMZ Scaler Team
Amazon advertising and listing specialists with 5+ years managing PPC and listing optimization for brands across the US, UK, and Canada. We publish what we apply in real seller accounts every day.
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