Advertise On Amazon: Key Campaign Types And Targeting Options Explained

Campaign Types and Format Details for Advertise on Amazon: Key Campaign Types and Targeting Options Explained

Sponsored Products are typically the most frequently used format for product-level visibility in the U.S. marketplace. These ads appear within search results and on product detail pages and may be triggered by keyword matches or product-targeting selections. In practice, they often use a cost-per-click model and may attribute conversions within Amazon’s default windows; advertisers often review search-term reports to refine keyword lists. Creative elements are limited—usually the product image and title—so listing content quality and review counts can influence ad performance alongside bid and targeting choices.

Sponsored Brands provide a way to present a brand identity alongside multiple products and may direct traffic to a brand store or custom landing page within Amazon. For U.S. advertisers, these placements may support awareness alongside direct-sale objectives, as they can appear at top-of-search positions. Creative requirements commonly include a headline, brand logo, and product selections; performance in the U.S. can vary by category and by whether the brand has an established store page to receive traffic.

Sponsored Display offers targeting based on product views, interest categories, or audience segments and can serve both on Amazon and off-Amazon placements in some cases. In the United States, Sponsored Display may be used to retarget shoppers who viewed specific ASINs or to reach category-oriented audiences. Because placement can extend beyond search results, advertisers often treat Sponsored Display as a complement to search-focused campaigns rather than a direct substitute.

Some U.S. advertisers also encounter additional formats such as video ads and custom stores; these formats may require higher creative investment and align with broader brand-building objectives. Video placements can appear in search results or on product pages and may use metrics that blend views and clicks. When considering more creative formats, advertisers often assess expected reach and production needs relative to available budget and timing for seasonal cycles in the U.S. retail calendar.