Sponsored Brands Ad Formats: Product Collection, Store Spotlight and Video

Sponsored Brands ads are one of the best ways to put your brand at the top of Amazon search results. But they come in several formats, and each one works differently. Picking the wrong format for your goal is a common reason these ads underperform.

Here is how the main Sponsored Brands formats compare and when to use each.

Product collection

This is the classic format. It shows your logo, a custom headline and several products. Shoppers can click a product to go straight to its page, or click the logo or headline to visit your Store or a custom landing page.

Use it for:

• Showing a range of products for a category search.
• Promoting a product line or a new launch alongside best sellers.
• Branded searches, to show more of your catalog.

You can also use a custom image with this format, showing your product in use. A strong lifestyle image can lift click-through rate.

Store Spotlight

Store Spotlight shows several pages of your Amazon Store, each with its own image and label. A click takes the shopper to that page of your Store.

Use it for:

• Brands with several distinct product categories.
• Broad searches where shoppers are still exploring.
• Building brand awareness rather than quick sales.

You need a Store with at least three sub-pages. A well designed Store makes a big difference here. See our tips on Store design.

Video

Video ads show a short video of one product, playing in search results. A click goes straight to the product page.

Use it for:

• Products that are easier to understand in motion.
• Standing out on crowded search pages.
• High intent keywords where a single product is the right answer.

We covered how to make videos that work in our video ad guide.

Where they appear

Sponsored Brands ads can appear at the top of search results, within results and on some product pages. Top of search is the most visible, and usually the most competitive.

Which format to start with

• One hero product: start with video.
• A product range in one category: start with product collection.
• Many categories and a strong Store: add Store Spotlight.

Most brands do best running two or three formats, each matched to the keywords that suit it.

How to measure them

Sponsored Brands often have a higher cost per click than Sponsored Products. Some clicks go to your Store rather than a product page, so direct conversion can be lower. Look at:

• New-to-brand orders, which show how many sales come from new customers.
• Branded search growth over time.
• Total sales, not just campaign ACoS.

The bottom line

Use product collection to show a range, Store Spotlight to explore your brand and video to sell a single product fast. Match the format to the keyword and the goal. If you want help building a Sponsored Brands strategy, see our Amazon PPC management service.

FAQs

What are the Sponsored Brands ad formats?

The main formats are product collection, Store Spotlight and video. Each appears in search results with a different layout and landing page.

Do I need an Amazon Store for Sponsored Brands?

You need a Store for Store Spotlight ads, and a Store is a strong landing page for product collection ads. Video ads go to a product page.

Which Sponsored Brands format converts best?

Video ads often convert well because they send shoppers straight to one product page. The best format depends on your goal and keywords.