SB

 Sponsored Brands ads are a key part of Amazon’s pay-per-click (PPC) advertising ecosystem, available to Brand Registered sellers and vendors.
Unlike Sponsored Products (SP), which promote individual ASINs, Sponsored Brands focus on showcasing the brand identity and driving discovery across a product range.

Ad Formats Available:

1. Product Collection Ads – Display up to three ASINs alongside a brand logo and custom headline.
2. Store Spotlight Ads – Drive traffic directly to the brand’s Amazon Store, featuring category tiles.
3. Video Ads – Play short auto-looping videos within search results, highlighting key ASINs.

How It Works:

• Advertisers bid on keywords, products, or categories relevant to their brand.
• Ads appear in premium placements such as:
  • Top of Amazon search results (above Sponsored Products).
  • Within product detail pages.
  • On mobile and desktop search pages.
• The campaign runs on a CPC model - the advertiser pays only when shoppers click the ad.

Example Display:
At the top of a search for “organic coffee,” a Sponsored Brands ad appears featuring the brand logo “EcoBrew,” a custom headline (“Freshly Roasted Organic Coffee Beans”), and three product links.

Key Metrics:

• ROAS (Return on Ad Spend)
• CTR (Click-Through Rate)
• Impressions and Attributed Sales
• New-to-Brand (NTB) Metrics - track how many shoppers purchased from the brand for the first time.

Benefits for Sellers and Vendors:

• Brand visibility: Prominent ad placements drive awareness.
• Traffic diversification: Directs shoppers to Storefronts or curated product lists.
• Cross-selling: Encourages multi-product purchases.
• Data insights: Access to NTB metrics and conversion analytics.

Benefits for Amazon:

• Advertising revenue growth: SB ads command higher CPCs due to premium placements.
• Enhanced shopping experience: Ads often provide informative or visual brand storytelling.

Challenges:

• Eligibility: Only available to Brand Registered sellers or vendors.
• Creative quality: Poor headlines or low-resolution logos reduce ad effectiveness.
• Competition: Bidding can be expensive in highly competitive categories.

Best Practices:

• Use strong branding - high-quality logo, consistent tone, and clear value proposition.
• Optimise headline copy - focus on benefits or differentiation.
• Combine with Sponsored Products (SP) and Sponsored Display (SD) for a full-funnel strategy.
• Regularly analyse ROAS and NTB data to refine targeting and budget allocation.

Example Campaign Outcome:
A skincare brand launches a Sponsored Brands video ad for its new Vitamin C serum.
Over two weeks, the campaign generates a 6.2x ROAS, 15% higher NTB rate, and significant traffic increase to its Amazon Store.

In short:
SB (Sponsored Brands) are keyword-targeted, pay-per-click ads that showcase a brand’s logo, message, and multiple ASINs - designed to boost visibility, awareness, and discovery across Amazon search results.