Amazon's main ad types
| Ad type | Where it shows | How you pay |
|---|---|---|
| Sponsored Products | Amazon search results and product pages | Per click |
| Sponsored Brands | Top of search, with your logo and several products | Per click |
| Display ads | On and off Amazon, across sites and apps | Per click or per thousand impressions |
Amazon describes Sponsored Products as cost-per-click ads that promote individual product listings. You set the budget and bids, and you pay only for clicks.
How it differs from Google Ads
The intent is different. People search Amazon to buy a product, often right away. People search Google to research, compare or find a local business. Amazon ads only make sense if you sell on Amazon, and the click leads to your product listing, not your website.
Who should use Amazon Ads
- Brands and resellers with listings on Amazon
- Products that compete on Amazon search results
- Sellers launching new products who need early sales
Who should not? Plumbers, lawyers, dentists and most local service businesses. Their customers search Google and Maps.
Good example. A small pet supply brand runs Sponsored Products on its best sellers and uses search term data to find new keywords.
Bad example. A local landscaping company spends on Amazon display ads hoping to reach homeowners and gets no calls.
Read which platforms PPC includes. Our PPC management focuses on Google and Meta for local service businesses.