Amazon Ad Campaign Types Explained: SP, SB, SD, DSP & More
Before building advanced campaigns, understand the core Amazon ad types and when to use them.
1. Sponsored Products (SP)
Product-focused ads targeted by keywords or ASINs. Best for direct conversion.
2. Sponsored Brands (SB)
Headline ads featuring brand logo, custom message, and multiple ASINs.
3. Sponsored Display (SD)
On and off Amazon display ads for retargeting and mid-funnel coverage.
4. Amazon DSP
Programmatic display and video ads on and off Amazon with audience targeting.
5. Sponsored TV
OTT placements across Fire TV, Prime Video, and streaming inventory.
When to use each
- SP: Always-on for direct sales
- SB: Brand awareness + Store traffic
- SD: Retargeting + mid-funnel
- DSP: Full-funnel + external remarketing
- TV: Brand lift + storytelling
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