ADVERTISING

Increase visibility and sales on Amazon with advertising

Sponsored ads can help you boost your visibility, reach more shoppers, and increase your sales. Sponsored ads campaigns are easy to set up, and we'll give you €45 in free clicks* to help get you started. Learn more

Already selling on Amazon?

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New to Amazon?

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€39 (excl. VAT) per month + referral fees

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Achieve your business goals

Get customers to notice you
Get customers to notice you
Advertising provides a visibility boost to your brand and products. Ads appear in highly visible placements, within shopping results or on product detail pages.
Boost your sales
Boost your sales
Shoppers come to Amazon ready to buy. Advertising can help you reach customers who are looking for products like yours.
Control costs
Control costs
Pay only for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what's working and fine-tune your campaigns.
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Amazon Advertising is an essential part of our growth strategy.
Mike ReeveIndigo Jamm

Advertising solutions with sponsored ads

Start using sponsored ads to help you achieve your goals
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Sponsored Products are ads for individual product listings on Amazon. They appear on the search results pages and on product detail pages.
Sponsored Products can help you reach high-intent shoppers who are actively looking for products related to theirs.
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Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.
Sponsored Brands gives you the ability to quickly boost consideration of your brand and show a selection of products purchased by shoppers who have expressed interest in similar products.
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Sponsored Display

Sponsored Display is a new self-service advertising solution that helps advertisers reach relevant audiences across the shopper journey, with ad placements that appear on and off Amazon.
Sponsored Display helps you reach the right audience for your business—via those who actively shop on Amazon—with display advertising that's easy to create and manage.
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Stores:

Stores are custom multi-page shopping destinations for individual brands that let you share your brand story and product range with others. You don't need website experience to use them and they are free of charge.
With Stores, you can choose from a rich set of easy-to-create content templates and tiles, rearrange them with easy drag-and-drop functionality, and create a professional-looking website without any coding or design skills.

Ready to get started? Here's how it works

Step 1

Log in to Seller Central. If you are new to Selling on Amazon, please register now.
Click the 'Advertising' tab then follow the prompt to get started. Choose your campaign type and follow the steps to create your campaign. If you want to set up a Store, click the 'Stores' tab and follow the steps to build your first page.

Step 2

Create your campaign
Creating a campaign can take as little as 5 minutes. To create aSponsored Products campaign, select the products you want to promote, choose between automatic and manual targeting, and decide how much you want to pay per click. For a Sponsored Brands ad, choose at least 3 products you want to advertise, add your logo and a custom headline, and decide which keywords to target and how much you want to spend. For Stores, use our pre-designed templates, drag-and-drop tiles, and dynamic widgets to create your customised Store free of charge. For Sponsored Display, select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign.

Step 3

Reach more shoppers with sponsored ads
Sponsored Products are launched immediately, but Sponsored Brands, Sponsored Displays, and Stores undergo a moderation process. Based on relevance and bid, customers are shown ads in high-visibility placements within shopping results and on product detail pages. With sponsored ads, you also have the option to show your ads on Amazon, reaching shoppers who viewed the detail pages of products sold by your brand, and encourage them to come back to those pages.

When shoppers click on your Sponsored Products or Sponsored Display ads, they're redirected to your product detail page. Your Sponsored Brands ad will take shoppers to your shop or a custom landing page that displays your products.

Step 4

Better cost control
Most sponsored ads are cost-per-click solutions, which means Amazon calculates the number of clicks you get on your ads. You choose how much you want to spend for a click, and set a budget for the maximum amount you are willing to spend on your ads in a day.

Step 5

Measure success
You will be able to track your impressions, clicks, click-through-rate, new-to-brand customers, traffic to your shop, advertising spend, and more. These insights will help you monitor performance and optimise your spend on advertising campaigns.

Requirements to check before you start advertising

Account

You must have an active Professional selling partner account and, to use Sponsored Display products, Sponsored Brands, and Stores, you must be enrolled in Amazon Brand Registry.

Featured Offer

The products that you promote with Sponsored Products must be eligible for Featured Offer placement. Sponsored Brands and sponsored ads are shown to shoppers regardless of who is presenting the Featured Offer.

Products

At this time, we don't support adult products, used or refurbished products, and products in closed categories. For a full list of permitted and prohibited categories, see the guidelines for acceptance of Sponsored Products, Sponsored Brands, and Sponsored Display.
If you create an ad for a product listing that is not eligible for the Buy Box, your ad will not be displayed to Amazon shoppers. Ads that are not eligible are flagged in the campaign manager under the 'Advertising' tab in Seller Central.

Advertise globally

Selling in multiple countries? Don't limit yourself to advertising only in your domestic marketplace. Build your international business and get your brand in front of Amazon customers around the world by advertising in every country in which you sell.

1.

Find a country in which you can advertise below.

2.

Click the flag for that country to sign in to Seller Central.*

3.

Click on the 'Advertising' tab, visit the campaign manager and select 'Create a campaign'.
Registration requirements

What are the costs?

Desktop products
Sponsored Products and Sponsored Brands are cost-per-click ads, which means you only pay if your ad is clicked. You choose how much you want to spend on a click, and you also choose your budget. You can update your listing information at any time.

By default, advertising costs are deducted directly from your Amazon selling partner account balance. You will only be charged when your ad gets clicks.

There is no cost to create your shop.

Helpful resources

Success guide for advertisers

Get step-by-step instructions on how to get started with sponsored ads.

Webinars

Join our webinars on live advertising to help optimise your campaigns and learn advertising best practices and strategies. Marketing specialists will answer questions during live Q&A sessions.

Videos

Get advertising with these quick-start guides from Seller University.

Success stories

Learn how other selling partners have used Amazon Advertising.

FAQ

Get answers to frequently asked questions about Amazon Advertising.
What are Sponsored Products?
Sponsored Products are keyword- or product-targeted ads that promote your individual listings and appear in shopping results and on product detail pages on Amazon. You can use automatic targeting to launch your first campaign in just a few minutes. You control how much you spend by setting your budget and choosing how much to bid per click.
Why should you use Sponsored Products?
Sponsored Products can help you increase visibility and sales of your products by displaying your ads when shoppers are looking for products like yours. There are no monthly fees. You only pay when shoppers click on your ad. This will take you to the product detail page that shows your listing. Consider using Sponsored Products for product visibility, new listings, unusual items, low-view items, clearance items, and seasonal promotions.
What are Sponsored Brands?
Sponsored Brands are keyword ads that appear in shopping results in prominent locations and include a custom headline, brand logo, and a selection of products within the ad. When shoppers click the ad, they are taken to a product listing page, custom landing page, or Store. Sponsored Brands are available to selling partners who are enrolled in Amazon Brand Registry.
Why should I use Sponsored Brands?
Sponsored Brands drive visibility and sales for your brand and product portfolio by appearing in high-visibility locations in shopping results.
What is Sponsored Display?
Sponsored Display lets you set up display campaigns that run both on and off Amazon, in just a few clicks1. Simply select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign. Ad creatives are automatically generated with the same familiar features as sponsored ads, including product image, pricing, badging, star ratings, and a 'Shop now' button that links back to your product detail page, making it easier for customers to browse or buy.2
1Ads on or off Amazon depending on the targeting strategy and audiences you choose.
2Depending on the placement, a 'Shop now' button may be included in an ad.
What is the difference between Sponsored Products and Sponsored Brands?
Sponsored Products display individual product listings to Amazon shoppers when they search or browse using relevant keywords or products. Shoppers who click on the ads are taken to that product's detail listing page. This can help improve transparency and drive sales.

Sponsored Brands are also shown to Amazon shoppers when they search using relevant keywords. These ads allow advertisers to upload a custom creative. This can include the brand logo, a unique headline, and up to three product ASINs. Shoppers who click on the ads are directed to a custom landing page or Store, which can help improve brand visibility and drive sales.
Who can use Sponsored Brands, Sponsored Displays, and Stores?
Sponsored Brands, Sponsored Displays, and Stores are available to professional selling partners who are enrolled in Amazon Brand Registry, as well as retailers and agencies with customers who sell products on Amazon in Germany.

To enrol your brand, you must have submitted and approved a registered and active brand from Amazon. Learn more about enrolling your brand in Amazon Brand Registry.
What is Stores?
A free, customised multi-page experience that showcases your brand and product catalogue.
How can I measure the performance of my Store?
The 'Stores Insights' dashboard includes metrics such as daily visitors, page views, and sales generated from your Store. If you're promoting your Store in external marketing activities, you can also add a tag to the URL to analyse traffic sources in your Store.
Where will my ads be displayed?
Sponsored Products may be displayed at the top of, alongside, or within shopping results and on product detail pages. Ads may appear on both desktops and mobiles.

Sponsored Brands may be displayed on top of, alongside, or within shopping results. Ads may appear on both desktops and mobiles.

Sponsored Display ads may appear both on and off Amazon on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.

Stores appear on the Amazon website on mobiles, apps, and desktops.
What products are not eligible for sponsored ads?
At this time, we don't support adult products, used or refurbished products, and products in closed categories. For a full list of permitted and prohibited categories, see the guidelines for creative acceptance of Sponsored Products, Sponsored Brands, and Sponsored Display.
What are the requirements to advertise?
An active professional selling partner account.
  • Sign up for Sponsored Brands, Sponsored Display, and Stores in Amazon Brand Registry.
  • For Sponsored Products, eligibility for the Featured Offer (Buy Box).
If you create an ad for a product listing that is not eligible for the Buy Box, your ad will not be displayed to Amazon shoppers. Ads that are not eligible are flagged in the campaign manager under the 'Advertising' tab in Seller Central. Sponsored Brands will be shown to shoppers regardless of who is presenting the Featured Offer.
What is a Featured Offer?
The Featured Offer (sometimes called the Buy Box) is the place on a product detail page where customers start the purchase process by adding items to their shopping carts. A key feature of the Amazon website is that multiple selling partners can offer the same product, so you may compete with other merchants for the Featured Offer. Selling partners must meet performance requirements to be eligible to place Featured Offers.
What are keywords and how do they work?
A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to shopping queries that customers use to look for products on Amazon and determine where your ads may appear. Note that keywords are only used for Sponsored Products or Sponsored Brands.
What is CPC advertising?
Cost-per-click (CPC) advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and the advertiser is charged only when customers click the ad. Sponsored ads such as Sponsored Products and Sponsored Brands are based on the CPC model.
How do I pay for my ads?
When you advertise, Amazon charges for the number of clicks you receive on your ads. Your selling partner invoice will indicate which charges are for advertising costs. You'll find these charges in the 'Selling Fees' section of your invoice. By default, your advertising fees are deducted from your selling partner account balance. The total advertising fee is deducted from your selling partner account during an invoice period. In the event that your seller account does not have enough funds to cover the cost of advertising, the remaining balance will be charged to the credit card you used to register for Selling on Amazon. If we can't charge your credit card after multiple attempts, your advertising account will be placed into payment failure.

You have the option to change your payment method to deduct from a credit card. Each time your credit card is charged, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.

Your credit card is charged when you accumulate your first €1.00 worth of clicks (this transaction is used for validating your credit card).

You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases according to a 'credit ladder'. Each time you reach your current credit limit and you make a successful payment, your credit limit increases one level on the credit ladder: to €50, €150, €200, €350, and finally, to €500.

You have a balance due for the previous month, regardless of your credit limit. You will incur this charge on the third day of each month.

Note: Your credit card is charged each time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card charge will occur more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.
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