Sponsored Products
Advertising
Pay-per-click ads that appear within and adjacent to Amazon search results and on competitor product pages. The default and lowest-barrier ad type for new Amazon sellers.
Sponsored Products are pay-per-click ads that appear in prominent positions within Amazon search results and on competitor product pages, making them a default choice for new sellers. In the EU, these ads can be targeted to specific marketplaces, including DE, FR, IT, ES, UK, PL, and CZ. Sellers can set daily budgets starting as low as €1, allowing for flexible spending based on campaign performance. The bidding mechanism operates on a cost-per-click (CPC) basis, where sellers compete for placement by offering higher bids for relevant keywords. Ads can be optimized using the Search Term Report to identify high-performing keywords and adjust bids accordingly. A trade-off exists between visibility and cost; higher bids may lead to better placements but can increase overall advertising spend. Sponsored Products campaigns can be launched at any time, but monitoring should occur frequently, ideally on a weekly basis, to ensure optimal performance and budget utilization. Unlike other ad types, such as Sponsored Brands, Sponsored Products do not require brand registry, making them accessible for sellers at various stages of their Amazon journey.