Introduction
When running ads on Amazon, sellers often ask: Should I invest in Sponsored Brands or Sponsored Products? Both are powerful advertising formats, but they serve different purposes and perform differently based on your business stage, budget, and brand goals.
In this blog, we’ll break down the differences between Sponsored Brands and Sponsored Products, explore their pros and cons, and help you decide which one (or both) fits your Amazon advertising strategy in India.
What Are Sponsored Products?
Sponsored Products are pay-per-click (PPC) ads that promote individual product listings. These ads appear:
- In Amazon search results (top, middle, or bottom)
- On product detail pages
🔧 How They Work:
- Target keywords, categories, or ASINs
- You pay only when someone clicks
- Available to all sellers, including non-brand registered
✅ Benefits:
- High-intent traffic: Targets buyers already searching for your product
- Faster conversions
- Easy to set up
- Excellent for new sellers or single-product listings
❌ Limitations:
- No brand visibility (no logo, no custom headline)
- Limited creative control
What Are Sponsored Brands?
Sponsored Brands are also PPC ads, but designed to promote your brand and multiple products together. These appear at:
- The top of Amazon search results (banner format)
- Within search results
- On Amazon Storefronts (if linked)
🔧 How They Work:
- Available only to Brand Registered sellers
- Show your brand logo, a headline, and 3 featured products
- Drive traffic to a custom Storefront or landing page
✅ Benefits:
- Build brand awareness and trust
- Cross-sell related products
- Excellent for multi-product portfolios
- Supports video ads and product collection ads
❌ Limitations:
- Higher CPC (cost-per-click) than Sponsored Products
- Requires more assets (images, headline copy)
- Learning curve is steeper for new sellers
Side-by-Side Comparison
| Feature | Sponsored Products | Sponsored Brands |
|---|---|---|
| Eligibility | All sellers | Brand Registered sellers only |
| Ad Placement | Search results, product pages | Top of search results, Storefront, video |
| Targeting | Keywords, ASINs, Categories | Keywords, Categories |
| Focus | Product-level | Brand-level |
| Creativity | Limited (no visuals/logos) | Custom headline, logo, visuals |
| Best For | New sellers, focused promotions | Brand awareness, product range promotion |
| CPC (Cost) | Lower (₹3–20 avg.) | Higher (₹5–50 avg.) |
Which One Is Better? It Depends On…
🎯 1. Your Business Stage
- New seller? Start with Sponsored Products
- Established brand? Add Sponsored Brands for visibility
📦 2. Product Portfolio
- One or two products? Sponsored Products work best
- Multiple related SKUs? Sponsored Brands drive bundled sales
💰 3. Budget
- Limited budget? Sponsored Products have better ROI for smaller sellers
- Bigger marketing budget? Sponsored Brands can deliver long-term brand equity
🧠 4. Your Goals
- Want to increase sales quickly? Sponsored Products
- Want to build brand identity? Sponsored Brands
Pro Tip: Use Both Together
Many top sellers run both campaigns:
- Use Sponsored Products to drive conversions
- Use Sponsored Brands to increase visibility, traffic to Storefront, and cross-sells
This hybrid approach helps you:
- Capture shoppers at different funnel stages
- Maximize impressions and sales
- Build short-term sales + long-term brand value
Conclusion
There’s no one-size-fits-all answer to “Which is better — Sponsored Brands or Sponsored Products?” Each has a role in a high-performing Amazon ad strategy.
- Start with Sponsored Products if you’re launching or testing a product
- Scale with Sponsored Brands once you have more SKUs and a clear brand identity
📢 Need Help Building a Custom Amazon Ad Strategy?
At bizconsulting.io, we help Indian sellers:
- Set up and optimize both Sponsored Products & Brands
- Reduce ACoS and increase ad ROI
- Scale ad campaigns with proper funnel segmentation
📧 Reach out now to grow faster and smarter with Amazon Ads.
