Beyond Sponsored Products

Sponsored Brands buys the premium real estate at the top of search — headline banners and video that Sponsored Products cannot reach. It is less about chasing a single keyword conversion and more about owning the moment a shopper first sees the results.

The formats

Sponsored Brands comes in a few shapes, each with a job:

Headline / product collection: send shoppers to a custom landing page or your Store.
Sponsored Brands Video: an autoplaying clip that earns outsized attention at the top of results.
Store spotlight: showcase multiple sub-pages of your brand Store at once.

Defense and conquest

Two classic plays: defend your own brand terms so competitors cannot cheaply intercept shoppers already looking for you, and conquest competitor terms to put your brand in front of their audience. Both are easier to justify once you have multiple ASINs and real brand searches.

When SB earns its keep

Sponsored Brands shines for established catalogs: a brand Store to send traffic to, several products to feature, and enough brand awareness that the headline lands. For a single unknown ASIN, Sponsored Products usually comes first.

Note — Judge SB on new-to-brand sales and its halo on your other ads, not on ACoS alone — it works higher in the funnel than Sponsored Products.

Master Sifu — Track new-to-brand metrics when you run Sponsored Brands, and use SellerMate’s reporting to see how SB feeds the rest of your funnel.

📖 See Sponsored Brands reporting in the docs↗

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