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Amazon Ads: The Different Types & What You Need To Know


Over recent years, Amazon has rightly established itself as a powerhouse, capturing a substantial portion of online sales. Long gone are the days when Google ads was your only and best choice to generate online sales via a PPC model. 

Amazon has become one of the largest marketplaces which has established a large user base due to its unrivalled delivery service which includes a strong brand trust and excellent refund policy. 

To harness the platform’s potential, businesses need effective advertising strategies. Enter Amazon Ads – a suite of advertising options that empower sellers to reach their target audience and boost sales. 

In this blog, we’ll delve into the different types of Amazon Ads and discuss why they are indispensable for your business growth.

Sponsored Products Ads

Sponsored Products Ads are arguably the most popular type of Amazon Ads. They allow sellers to promote individual products within Amazon’s search results and on product detail pages. 

These ads are marked as “Sponsored” to distinguish them from organic results. Sponsored Products Ads are a go-to choice for many sellers because they effectively increase visibility and drive traffic to specific product listings.

Why You Need Them

  • Enhanced Visibility: Sponsored Products Ads put your products front and centre, making them more likely to be seen by shoppers actively searching for related items.
  • Keyword Targeting: You can select relevant keywords for your ads, ensuring that they show up in searches that matter the most to your business.
  • Cost-Control: You only pay when shoppers click on your ads, providing a cost-effective way to advertise.
  • Campaign Objective: This campaign is more suited to advertisers who are looking to improve sales on products.

Sponsored Brands Ads (formerly Headline Search Ads)

Sponsored Brands Ads offer a more comprehensive way to promote your brand on Amazon. These ads showcase your brand logo, a custom headline, and a selection of products. They typically appear above search results and provide a great opportunity to capture shopper attention.

Why You Need Them:

  • Brand Exposure: Sponsored Brands Ads help you establish brand recognition and drive brand-related searches.
  • Custom Messaging: The custom headline allows you to convey your brand’s unique value proposition directly to shoppers.
  • Product Showcase: You can display multiple products in a single ad, increasing the chances of customers finding something they’re interested in.
  • Objective: This campaign typically provides two benefits, firstly an increase in your brand/shop offering and secondly you could potentially see an uplift in sales as a result.

Sponsored Display Ads

Sponsored Display Ads extend your reach beyond Amazon’s website. These ads can appear on Amazon-owned sites, such as product detail pages and the customer reviews section, as well as on third-party websites and apps. They can target both on and off Amazon audiences.

Why You Need Them:

  • Audience Expansion: Sponsored Display Ads help you connect with potential customers across the web, allowing you to tap into a broader audience.
  • Remarketing: You can re-engage shoppers who have previously interacted with your products, boosting conversion rates.
  • Product and Interest Targeting: These ads enable precise targeting based on shopper interests and behaviours, ensuring your ads are seen by the right people.
  • Objective: This campaign type has been typically good at providing an improved outreach and to re-engage with your potential customers.

Video Ads

Video Ads are a dynamic way to engage customers with interactive content. These ads can be displayed in search results, on product detail pages, and within Amazon’s mobile app. Video Ads allow you to tell a compelling story about your product and brand.

Why You Need Them:

  • Engagement: Videos are highly engaging and can convey a lot of information in a short time, making them perfect for showcasing your products.
  • Storytelling: Video Ads enable you to tell your brand’s story, creating a deeper emotional connection with potential customers.
  • In-Depth Presentation: You can demonstrate product features, benefits, and use cases more effectively through videos.
  • Objective: This campaign is best suited for advertisers looking to connect with their audience, promoting the product features via video can be the most effective.


Amazon Ads offer a comprehensive suite of advertising options that cater to different business goals and target audiences. Whether you’re aiming to boost sales, increase brand recognition, or expand your reach beyond Amazon’s platform, there’s an Amazon Ad type for you. 

By utilising these ad types, you can drive more traffic to your product listings, improve visibility, and ultimately boost your business’s success in the competitive world of e-commerce. 

So, why wait? Embrace the power of Amazon Ads and watch your business thrive.

If your looking to expand your business, Amazon could be the choice for you. If you are interested in discussing any further, please get in touch with our team.

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