Amazon Advertising built for connected marketplace growth.
Build an Amazon advertising system around the products, audiences and outcomes that matter. We connect Sponsored Products, Sponsored Brands, display and broader Amazon advertising opportunities with campaign structure, creative, targeting, budgets and measurement.
Reach relevant shoppers.
Match products, audiences, search intent and placements to the stage of the buying journey you need to address.
Build a coordinated system.
Structure campaigns around clear objectives, products, targeting, creative, bids and budgets instead of treating every campaign as an isolated task.
Learn from performance.
Use reporting, search-term signals, placement results and business outcomes to decide what to scale, refine or stop.
Choose the advertising layer around the business objective.
Amazon Ads currently offers sponsored advertising, display, video, audio, streaming TV and broader full-funnel solutions. The right mix depends on the products, audience, marketplace, creative assets, budget and campaign objective.
Amazon Ads’ current product overview groups its advertising solutions across sponsored ads and Display, Video, and Audio, with Full-Funnel Campaigns available in open beta in the United States.
Different formats solve different advertising jobs.
Sponsored Products
Cost-per-click ads for individual product listings. Advertisers choose products and can use keyword or product targeting, bids and budgets to drive traffic to product detail pages.
Sponsored Brands
Brand-focused sponsored ads that can use video, images or collections to help shoppers discover a brand and reach a Brand Store or product detail pages.
Display ads
Display advertising can reach relevant audiences across Amazon properties and premium placements across the open internet. It can support discovery, engagement and purchase objectives.
Video and streaming TV
Amazon’s broader advertising portfolio includes online video and streaming TV formats for brands that need awareness, consideration or full-funnel reach beyond search placements.
Amazon DSP
Programmatic advertising can extend display reach across Amazon properties and thousands of websites and apps, with audience and campaign controls appropriate to the advertising objective.
Full-Funnel Campaigns
Amazon launched Full-Funnel Campaigns in open beta in September 2026 for US advertisers, coordinating sponsored ads, display, video and streaming TV through one campaign and optimization system.
Build campaigns around clear jobs.
Objective
Define whether the campaign is intended to support product sales, brand discovery, reach, consideration, new-customer acquisition or another measurable business outcome.
Product set
Select products that are active, available and appropriate for the campaign. Product readiness is part of advertising readiness.
Audience and intent
Choose search, product, category or audience signals that fit the customer journey and advertising format.
Creative
Match imagery, video, messaging and calls to action to the placement rather than recycling one asset everywhere without review.
Budget and bids
Set budgets and bids around the objective, economics, demand and campaign maturity, then adjust based on evidence.
Measurement
Define the metrics that matter before launch so optimization does not become a reaction to one isolated number.
Use search and product targeting deliberately.
Sponsored Products are CPC ads that can use automatic or manual targeting, while Sponsored Brands can support brand discovery through prominent shopping placements. Campaign structure should reflect the role each format plays in the wider account.
| Layer | Typical role | Optimization inputs |
|---|---|---|
| Sponsored Products | Capture product-level shopping demand | Search terms, targets, bids, budgets, placements and product performance. |
| Sponsored Brands | Build brand and portfolio discovery | Creative, targeting, products, Brand Store destination and campaign performance. |
| Display | Reach relevant audiences across the shopping journey | Audience strategy, creative, placements, budget and conversion signals. |
| Video / Streaming TV | Expand awareness and consideration | Audience, creative quality, reach, engagement and downstream business signals. |
Match targeting to the customer’s context.
Keyword targeting
Use relevant search terms to capture shoppers expressing product intent.
Product targeting
Reach shoppers in relevant product or category contexts where the advertised offer can provide a useful alternative or complement.
Audience targeting
Use relevant audiences for discovery, consideration, remarketing or broader reach where the selected advertising solution supports them.
Negative targeting
Exclude irrelevant searches, products or audiences when available so budget is not repeatedly spent on poor-fit traffic.
Amazon’s current Sponsored Products guidance supports automatic and manual targeting and provides reporting that can be used to refine campaigns.
Advertising cannot fix an unprepared product page.
Amazon’s current campaign setup guidance recommends improving advertised product listings before launching campaigns. The advertised product should be active, in stock and eligible for the relevant advertising program, and the product detail page should clearly communicate the offer.
Listing
Title, highlights, bullets, description, images and product information should be accurate and clear.
Offer
Availability and offer eligibility matter because advertising sends shoppers to a product they need to be able to buy.
A+ Content
Enhanced content can support deeper product understanding after an ad click where the ASIN and brand are eligible.
Store
Sponsored Brands and other campaigns can use Brand Stores as destinations where the format supports them.
See Amazon’s current Sponsored Products campaign setup guidance for eligibility and setup considerations.
Optimize the system, not one metric.
Budget decisions should consider sales, conversion, traffic quality, cost efficiency, search-term relevance, placement performance and the commercial role of the campaign. A high click volume is not automatically useful if the traffic does not produce meaningful business outcomes.
Search-term quality
Identify queries that attract relevant shoppers and separate them from traffic that repeatedly fails to match the product.
Bid efficiency
Adjust bids according to target value, competition, placement performance and campaign maturity.
Budget allocation
Move budget toward campaigns and products that support the defined objective while preserving room for controlled testing.
Placement performance
Review how different placements contribute to clicks, sales and other relevant outcomes.
Amazon provides campaign reporting and optimization controls for sponsored advertising. For example, Sponsored Products lets advertisers control bids and budgets and review performance reporting.
Understand the new options without replacing the existing system.
Amazon announced Full-Funnel Campaigns as an open beta on September 29, 2026. The product coordinates sponsored ads, display, video and streaming TV in one campaign for eligible US advertisers. Amazon says the beta runs alongside existing campaigns, so advertisers can evaluate the newer approach without treating it as a universal replacement for established campaign structures.
Amazon reports that beta advertisers observed higher Long-Term ROAS and lower new-to-brand cost per purchase versus the blended average of other campaign performance, but those figures are Amazon’s internal early-beta results and individual results may vary. They should not be treated as a guaranteed outcome.
Read Amazon Ads’ September 29, 2026 Full-Funnel Campaigns announcement.
Connect campaign metrics to business questions.
| Question | Useful signals |
|---|---|
| Are shoppers finding the product? | Impressions, reach, traffic and relevant search or audience signals. |
| Are shoppers engaging? | Clicks, click-through rate, video engagement or other format-specific engagement measures. |
| Does traffic convert? | Orders, sales, conversion and other purchase signals. |
| Is spend efficient? | CPC, cost efficiency, ROAS or other objective-specific economics. |
| Are we reaching new customers? | New-to-brand and audience-development measures where available. |
| What should change? | Search-term, placement, product, audience and creative performance patterns. |
Keep each service focused on a distinct job.
| Service | Primary focus |
|---|---|
| Amazon PPC | Focused paid product advertising, targeting, bids, budgets and campaign optimization. |
| Amazon SEO | Organic product discoverability, search relevance and marketplace search optimization. |
| Amazon Listing Optimization | Core product-detail-page content and assets such as titles, highlights, bullets, descriptions and images. |
| Amazon A+ Content | Enhanced product-detail-page storytelling, richer modules and brand presentation. |
| Amazon Store Optimization | Brand Store architecture, navigation, merchandising and catalog discovery. |
| Amazon Advertising | Broader paid advertising strategy across sponsored, display, video and other relevant Amazon advertising solutions. |
Review the account before and after meaningful changes.
- Campaign objective is defined.
- Advertised products are active, in stock and eligible.
- Product detail pages are accurate and ready for traffic.
- Campaign and ad-group structure has a clear purpose.
- Targeting matches the customer journey and advertising format.
- Negative targeting is used where appropriate.
- Bids and budgets reflect the campaign objective and economics.
- Creative follows the current Amazon Ads specifications and moderation requirements.
- Landing destinations are relevant to the ad message.
- Search-term and placement performance are reviewed.
- Spend is evaluated against the correct business outcome rather than one isolated metric.
- Major changes have a defined learning or measurement objective.
Build the wider Amazon growth system.
Use Amazon Advertising alongside Amazon PPC, Amazon SEO, Listing Optimization, A+ Content and Store Optimization within the broader Amazon resource hub.
For broader marketplace strategy, see E-commerce SEO. For practical support across LogixScale, visit Services or Contact LogixScale.
Amazon Advertising FAQs
What is Amazon Advertising?
Amazon Advertising is the broader paid advertising ecosystem available through Amazon Ads, including sponsored ads, display, video, streaming TV and other advertising solutions.
What is the difference between Amazon Advertising and Amazon PPC?
Amazon PPC is a focused service around pay-per-click campaign management, while Amazon Advertising can cover a broader mix of sponsored, display, video and other paid formats.
What are Sponsored Products?
Sponsored Products are cost-per-click ads that promote individual product listings. Advertisers can choose products, targeting, bids and budgets and review campaign performance.
What are Sponsored Brands?
Sponsored Brands help shoppers discover a brand using branded creative such as video, images or collections and can direct traffic to relevant Brand Stores or product detail pages.
Is Sponsored Display still a separate product?
Amazon’s current advertising documentation says Sponsored Display is now part of its wider display ads offering. Existing Sponsored Display campaigns can continue to run while new display campaigns use the current Display workflow.
What are Full-Funnel Campaigns?
Full-Funnel Campaigns are an Amazon Ads open-beta product announced in September 2026 for eligible US advertisers, coordinating sponsored ads, display, video and streaming TV in one campaign.
Let’s build a connected Amazon advertising system.
LogixScale can help structure the campaign architecture, targeting, creative workflow, measurement and optimization process behind your Amazon advertising program.