Amazon glossary

What are Sponsored Brands?

Sponsored Brands — Amazon’s logo + product banner ads.

By AIAdKing Editorial Team · Reviewed September 3, 2026

Sponsored Brands — Amazon’s logo + product banner ads: Sponsored Brands are Amazon pay-per-click ads that show your brand logo, a headline and several products, usually across the top of search results. They build brand awareness and send shoppers to your Store or a product list, and require Brand Registry.

In depth

Sponsored Brands sit above the regular results in many searches, showing your logo, a custom headline and several products, and can send shoppers to a product list or your Amazon Store. They require Brand Registry, which is why only brand-registered sellers see them as an option. Strategically they are a brand-building format: their raw ACoS usually looks worse than Sponsored Products, but a much larger share of their orders come from new-to-brand customers, so the honest way to judge them is customer-acquisition cost, not ad efficiency alone. Sequence matters for profitability — SB spend layered on an unprofitable SP foundation just burns money more visibly. See our Sponsored Brands playbook for structure and bidding specifics.

Worked example

Your brand runs a Sponsored Brands headline ad on "yoga mat" with a $1.10 bid, sending shoppers to a three-product Store page. Month one: $600 spend, $1,500 attributed sales — 40% ACoS, worse than your Sponsored Products campaigns at 25%. But the new-to-brand report shows 65% of those orders came from first-time buyers, versus roughly 20% on SP. If a new customer's first order leads to repeat purchases, the true value is well above what the 40% headline ACoS suggests — which is exactly why SB is judged on brand growth, not efficiency alone.

When to use it

Add Sponsored Brands once your Sponsored Products campaigns run profitably and you have at least three strong products to feature. Prioritise category keywords where shoppers are still choosing a brand; defending your own brand name is cheap and usually worth always-on coverage.

Common mistakes

Judging SB purely on ACoS — its job is introducing your brand; check the new-to-brand percentage before killing a "40% ACoS" campaign that is profitably buying future customers.
Sending the click to a single product page instead of a Store or product list — you paid a premium for a brand placement and then hid the brand.
Running SB while Sponsored Products is still unprofitable — fix the foundation first; SB amplifies a brand, it cannot rescue weak listings.

How AIAdKing handles Sponsored Brands

AIAdKing manages Sponsored Brands in the same nightly cycle as Sponsored Products and Sponsored Display — adjusting bids and harvesting negatives with a logged reason for every change.

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