Sponsored Products, Brands and Display: what is the difference?
The three ad formats that spend most Amazon budgets, translated into plain English.
Sponsored Products are the ads that look like ordinary listings in search results and on product pages, targeted by keyword or by product. They are the workhorse: closest to the point of purchase and usually the largest share of spend.
Sponsored Brands are the banners with your logo and a shelf of products, or a link into your Brand Store, sitting at the top of search. They exist to shape preference and defend your brand’s search real estate. Sponsored Display targets audiences rather than searches, following shoppers who viewed your products, or your competitors’, across Amazon and beyond.
A mature account runs all three with different jobs: Products to capture demand, Brands to own the shelf, Display to bring considered shoppers back.
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Compounding demand and rank, one concept at a time.
Reading about it is the slow way.
Talk to the team that runs this every day for healthcare brands.