Can KDP authors run Sponsored Brands ads? Requirements and formats
Yes, with at least 3 books under one pen name claimed in Author Central. What authors can show, where the click goes, and the limits for books.
Yes. A KDP author can run Sponsored Brands ads once they have at least 3 different books under one pen name, claimed in Author Central with the same account they use for Amazon Ads. No Brand Registry, no trademark. The ad shows your author photo, your pen name, a headline and your books, above or within the search results (what Sponsored Brands ads are).
Checked against Amazon's help pages in October 2026.
The requirements
- 3 or more unique book titles under a single pen name.
- The pen name is claimed in Author Central, with the same Amazon account you use for Amazon Ads. A new claim can take up to 48 hours to reach Amazon Ads.
- An Amazon Ads account in good standing, with a valid payment method.
- Books that follow Amazon's book ad policy.
Author Central lets you create up to 3 pen names yourself and manage up to 7 per account. Only the pen names you claimed appear in the Sponsored Brands pen name selector.
What an author ad can show
| Format | What it shows | Where the click goes |
|---|---|---|
| Collection | Your photo, pen name, 3 to 10 of your books and a title Amazon writes for them | Your Author page (or one of its subpages), or a page Amazon builds from the books you chose |
| Video | Your photo, pen name, a headline and a horizontal or vertical video | Your Author page (up to 3 books shown) or one book's product page |
Authors do not choose a campaign goal: the campaign is set up with a name, dates and a daily or lifetime budget. Amazon's help describes these two formats for authors; Store spotlight, Brand Gallery and Reserve share of voice are described for brands.
What is different for books
- No CSV upload of products: authors add books by search or by pasting a list.
- No automatic translation of the ad: Amazon does not translate ads for books, but you can submit your own translation.
- No attributed purchases report for campaigns with book ASINs, and no new-to-brand figures for KDP authors.
- Audiobooks: authors can advertise them in the US marketplace only.
- Every book ad is reviewed before it goes live, usually within 24 hours.
Frequently asked questions
I have only two books. Can I run Sponsored Brands?
Not yet. Amazon requires at least 3 books under one pen name. Until then, use Sponsored Products, which works with a single book.
Is Sponsored Brands worth it for a new author?
Start with Sponsored Products: it sells one book directly and needs nothing else. Add Sponsored Brands when you have a series or several books readers buy together. The two compared.
Sources
- Sponsored Brands eligibility requirements, Amazon Ads
- Create a Sponsored Brands campaign (the "See steps for authors" sections), Amazon Ads
- Sponsored Brands ads translation, Amazon Ads
- Attributed purchases report for Sponsored Brands, Amazon Ads
- Book ads policy, Amazon Ads
- Author Central, Amazon
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