Advertising best practices: A guide for Amazon selling partners
Advertising in the Amazon store can help you reach more customers, increase sales, and drive
product and brand awareness. Before getting started, prepare for success by learning about
different advertising types, tips, strategies, and eligibility requirements
- Advertising types
- Before you begin advertising
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Advertising tips & strategies
- Key takeaways
- Additional resources
Promote individual product listings to customers as they’re browsing and searching for items in the Amazon store.
Help customers discover and engage with your brand in prominent search placements, and generate awareness with customizable ads that link directl to a landing page or your Store.
Use browsing and buying signals to automatically reach audiences who may be interested in your promoted product on and off Amazon.
Build brand awareness and offer an immersive experience where customers connect with your brand to explore your products in a dedicated place
Before you begin advertising
Ask these questions to help your business get the most out of advertising in the Amazon store:
1. What are my goals?
Your advertising goals will shape your strategy.
If driving sales is your priority, focus on converting ad clicks into orders. Track your Advertising
Cost of Sale (ACOS), which is calculated by dividing your total ad spend by total sales from
If creating brand awareness is your priority, focus on impressions. Impressions are the number of
times your ad is seen. Set strong cost-per-click bids to help you win more keywords.
2. Which products should I advertise?
Choosing the right products will help you accomplish your advertising goals.
Select products that are in stock, priced competitively, winning the Featured Offer, and receiving a high number of visits.
3. Are my product detail pages ready?
Review the product detail pages of the products you choose to advertise. We recommend your product detail pages include:
- Accurate, descriptive titles.
- High-quality images
- Relevant product information
- At least five bullet points
- Search terms
Advertising can help customers discover your
products, but a strong product detail page
plays an important role in converting ad
clicks into sales.