Sponsored Brands Campaigns on Amazon: A Complete Strategy Guide

Sponsored Brands (SB) are more than just logo placements—they’re powerful brand-building and performance tools. Whether you’re launching new products or defending your brand, mastering SB campaigns can significantly amplify your Amazon advertising strategy.

🫠 What Are Sponsored Brands?

SB campaigns are cost-per-click (CPC) ads that appear in premium placements across search results. These ads showcase your brand logo, a custom headline, and drive traffic to product pages or your Storefront.

• Enhance brand visibility
• Highlight multiple ASINs or a hero product
• Use dynamic creatives like video and spotlight formats

🌟 When & Why to Use Sponsored Brands

• Boost brand awareness on competitive keywords
• Drive traffic to curated Amazon Store experiences
• Support new product launches with visual storytelling
• Defend branded search terms and category real estate

📍 Campaign Formats Based on Goals

Goal	Format	Targeting	Destination
Brand Defense	Product Collection	Brand Keywords	Storefront / Top Products
New Product Launch	Video	Long-tail Keywords	Product Detail Page
Category Visibility	Store Spotlight	Generic Keywords	Store Subpage
Seasonal Campaign	Product Collection	Event Keywords	Landing Page
Competitor Conquest	Product Collection	Competitor Keywords	Product Page

🎨 Creative Best Practices by Format

Product Collection

• Headline: Focus on benefits + urgency
• Image: Ensure clean, centered logos
• ASIN Order: Put bestsellers or launch products first

Video

• Start strong: first 3 seconds matter
• Use overlays/text for clarity
• Keep under 45 seconds ideally

Store Spotlight

• Use intuitive Store page titles
• Highlight unique categories
• Ensure Store is mobile-optimized

💡 Industry-Specific Use Cases (Generalized)

Electronics:

Launch new headphones using video ads. Pair with branded search defense using PC campaigns and Store Spotlight for accessories.

Beauty:

Split campaigns by skincare, haircare, and makeup. Use product collection for seasonal bestsellers. Drive to Store with routine guides.

Kitchen:

Use PC ads for bundles and cross-sell. Video demos for high-priced cookware. Target generic cooking terms.

Fashion:

Separate campaigns by gender. Store Spotlight to highlight categories like “Men’s Footwear”, “Women’s Accessories” etc.

Supplements:

Use educational videos, target need-based searches (“immunity”, “energy boost”). Funnel to detail pages or blog-powered landing pages.

📊 Metrics That Matter

• CTR: Indicates creative and keyword match
• CVR: Shows landing page effectiveness
• NTB %: Measures new customer acquisition
• Store Engagement: Views, time on page
• ACOS / ROAS: Overall efficiency

🔄 Advanced SB Tactics

• Dayparting: Split day vs night traffic
• Stack with Sponsored Products + DSP for full funnel
• Use AMC for multi-touch path to conversion insights
• Design custom landing pages that match SB theme

Final Thoughts

Sponsored Brands campaigns aren’t just ads. They’re the face of your brand on Amazon. With the right strategy, creative, and measurement—they become growth drivers. Start simple. Then optimize. Always align with your long-term brand goals.