A guide to Amazon advertising features for brand growth

Advertising on Amazon is no longer optional for brands that want to compete. With millions of sellers and products, paid visibility has become one of the most important levers for growth. The good news? Amazon provides a robust set of advertising features that brands can use to boost awareness, sales, and market share.

Here’s an overview of the key Amazon advertising features and how to make the most of them.

Sponsored Products

Sponsored Products ads are the most widely used ad type on Amazon. These ads promote individual listings directly in search results and on product detail pages.

Benefits:

• Drive traffic to specific ASINs
• Appear in high-intent search results
• Help win the Buy Box

Best for: Promoting top sellers or products with strong margins.

Sponsored Brands

Sponsored Brands ads appear at the top of search results with a brand logo, custom headline, and multiple products.

Benefits:

• Increase brand awareness
• Showcase multiple items at once
• Direct shoppers to your Amazon Storefront

Best for: Building brand recognition and cross-selling complementary products.

Sponsored Display

Sponsored Display ads let you retarget shoppers both on and off Amazon. These ads appear on Amazon detail pages, competitor listings, and across the web.

Benefits:

• Retarget browsers who didn’t convert
• Defend your listings from competitor ads
• Expand reach beyond Amazon

Best for: Brands looking to extend campaigns past search ads.

Amazon DSP (Demand-Side Platform)

Amazon DSP is a programmatic advertising platform that allows brands to reach audiences across Amazon-owned sites and third-party publishers.

Benefits:

• Advanced audience targeting (lifestyle, shopping behavior, etc.)
• Brand storytelling through video and display ads
• Extended reach across the open web

Best for: Established brands investing in upper-funnel awareness and remarketing.

Using Amazon’s internal advertising feature effectively

Amazon’s internal ad platform offers powerful tools, but success requires more than turning campaigns on. To get results, brands need to:

• Use keyword and product targeting strategically across Sponsored Products and Brands
• Test creative elements like headlines and imagery in Sponsored Brands
• Leverage negative targeting to avoid wasted spend
• Monitor search term reports to refine campaigns
• Integrate DSP campaigns into a full-funnel advertising strategy

How Amify helps brands win with Amazon advertising

Managing Amazon advertising features effectively requires time, expertise, and ongoing optimization. At Amify, we help brands maximize ad ROI by:

• Building and managing Sponsored Products, Brands, and Display campaigns
• Using advanced data analysis to cut wasted spend
• Developing DSP strategies for brand growth and awareness
• Aligning ad strategy with overall sales and profitability goals

With Amify, brands don’t just run ads—they run smarter, more profitable campaigns.

Final thoughts

Amazon offers a wide range of advertising features, from simple Sponsored Products to sophisticated DSP campaigns. By using Amazon’s internal advertising feature strategically, brands can boost visibility, protect their position, and scale growth.

If you’re ready to take Amazon advertising to the next level, Amify can help you build a strategy that delivers measurable results.