2026-06-09 · 6 min
Amazon Sponsored Products vs Sponsored Brands: Which Should You Use?
Sponsored Products and Sponsored Brands serve different purposes in your Amazon advertising strategy. This guide explains when to use each and how to allocate budget.
The Core Difference
Sponsored Products appear in search results and product detail pages, directly below the search bar or among organic results. They link to individual product listings. Sponsored Brands appear at the top of search results with your brand logo, a headline, and up to three products. They link to a custom landing page or your Brand Store.
When to Use Sponsored Products
Sponsored Products are the most direct path to conversion. If someone searches for your exact product type and your ad appears, the click-to-purchase rate is high because the intent is matched. Start here when launching a new product. Use Sponsored Products to capture bottom-of-funnel demand from shoppers ready to buy now.
When to Use Sponsored Brands
Sponsored Brands build awareness and capture shoppers earlier in their decision process. They are more effective for brand-building than for immediate conversions. Use Sponsored Brands to defend your brand name in search, to cross-sell your product line, and to drive traffic to your Brand Store where you can showcase your full catalog.
Budget Allocation
For most sellers, Sponsored Products should receive the majority of ad budget (70 to 80 percent) because they drive the highest direct ROI. Sponsored Brands can take 15 to 20 percent for brand protection and awareness. The optimal split varies by category and competition level, so test both and let the data guide the allocation.