What are Amazon Sponsored Brands ads? Formats, cost and who can use them
Sponsored Brands are Amazon ads that show your logo, a headline and several products at the top of search results. Formats, cost, who can run them.
Sponsored Brands are Amazon ads that promote a brand, not a single product. Each ad shows your brand name, your logo, a headline and several products (or a video), at the top of, beside or inside Amazon search results. A click leads to your Store or to a product page. You pay per click or per 1,000 viewable impressions, with no minimum budget.
Checked against Amazon's own help pages in October 2026.
(1) Your logo and (2) your headline lead to your Store or a page Amazon builds; (3) each product leads to its own product page.
The answer in one table
| Sponsored Brands | |
|---|---|
| What it shows | Brand name, logo, headline, 3 to 10 products, or a video |
| Where | Top of, beside or inside search results, on Amazon and Amazon Business; also product pages and the homepage with the "Drive page visits" goal |
| Where a click goes | Your Store, a page Amazon builds from your products, or a product page |
| How you pay | Per click (CPC), per 1,000 viewable impressions (vCPM), or a fixed upfront price |
| Minimum budget | None, except Reserve share of voice ($3,000) |
| Who can run it | Brand-registered professional sellers, vendors, and authors with 3 books |
The four ad formats
- Collection. 3 to 10 related products under your logo and a headline. A manual collection uses the products you pick; an automatic one lets Amazon pick them from your catalog for each search. Collections replace the old "product collection" format, which stops in February 2027: what changes.
- Store spotlight. Sends shoppers to your Store. The Store needs at least 4 pages, each with at least one unique product; the ad shows 3 of them.
- Video. One product in a video that plays on its own. It leads to the product page or to your Store. Video specs.
- Brand Gallery. A lifestyle image with 3 to 5 links into your Store, only with the Reserve share of voice goal.
The three campaign goals
You pick one goal when you create the campaign, and you cannot change it afterwards.
| Goal | You pay | Amazon optimizes for |
|---|---|---|
| Drive page visits | Per click | Clicks |
| Grow brand impression share | Per 1,000 viewable impressions | Top-of-search impression share |
| Reserve share of voice | A fixed price, upfront | Your branded keywords at the top of search |
Authors do not see this choice. Reserve share of voice, explained.
Who can run Sponsored Brands
- Sellers: a professional seller account and the brand enrolled in Amazon Brand Registry, which needs a registered trademark.
- Vendors: an approved vendor account.
- Authors: at least 3 books under one pen name, claimed in Author Central with the same account you use for Amazon Ads. Details for KDP authors.
- Everyone: an Amazon Ads account in good standing, a valid payment method, and products in an eligible category. Adult, used and refurbished products are excluded.
How much Sponsored Brands cost
There is no minimum budget: you set a daily or a lifetime budget. Amazon notes that many advertisers start at $30 a day. You pay only for clicks with the "Drive page visits" goal, and per 1,000 viewable impressions with "Grow brand impression share". Reserve share of voice is the exception: a fixed price, paid upfront, with a $3,000 minimum.
Frequently asked questions
What is the difference between Sponsored Brands and Sponsored Products?
Sponsored Products promotes one product and leads to its product page. Sponsored Brands promotes your brand with a logo, a headline and several products, and can lead to your Store. The full comparison.
How long does Amazon take to approve a Sponsored Brands ad?
Usually within 24 hours, and up to 3 business days. Every new ad goes through Amazon's review.
Sources
- Understand Sponsored Brands, Amazon Ads
- Sponsored Brands eligibility requirements, Amazon Ads
- Create a Sponsored Brands campaign, Amazon Ads
- Campaign goals for Sponsored Brands, Amazon Ads
- Amazon Brand Registry for advertising, Amazon Ads
- Sponsored Brands set-up, Amazon Ads
Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.