Sellers sell products directly to Amazon customers. If you manage your products in Seller Central, you’re a seller.

 

Vendors sell their items directly to Amazon, who then sells them to customers. If you manage your products in Vendor Central, you’re a vendor.

 

So, in order to gain access to advertising.amazon.com, formerly known as AMS, you have to be a Vendor - some sellers also have access to advertising.amazon.com through a program that was launched in 2015 (Vendor Express) and shut down back in May 2018 and became “permanently unavailable” starting Jan. 1, 2019.

 

Here we have two big campaign targeting options:

 

Sponsored Brands: Showcase a collection of products to shoppers actively searching with related keywords on Amazon.

AND

Product Display ADS: Deliver relevant ads to shoppers who are actively viewing specific products by targeting shoppers' interests or related products and categories.

 

What does a sponsored brands campaign bringing to the table?

All match types targeting available, a headline of maximum 50 characters and as an extra unlike the sponsored brands that's available in seller central, there's one extra feature regarding the landing page (apart from Amazon Store and product list page), meaning that we can create a custom URL as a landing page that showcases at least 3 of your brand’s products.

There's always a but and Amazon sticks to some rigorous rules as what you CAN'T do with a sponsored brands campaigns:

  • limited diversity as there are NO ad groups available at campaign level;
  • the creative CAN'T be changed;
  • there is NO negative keywords tab available, so pausing or decreasing the bid for a non-converting keyword might be the only solution;

 

What does a product display ads campaign is bringing to the table?

 

With product display ads we can deliver relevant ads to shoppers who are actively viewing specific products by targeting shoppers' interests or related products and categories.

The targeting method splits in two: products and interests.

With product as a targeting method, we can target shoppers viewing specific products or categories while with interests, we can target, you guessed it, specific interests.

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