Amazon sells four kinds of ad campaign. Sponsored Products promotes a single listing in search results and on product pages and is open to every seller. Sponsored Brands and Sponsored Display need Brand Registry. Amazon DSP is display advertising bought on impressions, on and off Amazon, usually through a managed account. Almost every Indian seller should start with Sponsored Products and add the others in that order.
| Campaign type | Who can run it | Where the ad shows | Targeting | Billing |
|---|---|---|---|---|
| Sponsored Products | Any seller with the featured offer | Search results, product pages | Keywords, ASINs, categories, auto | Per click |
| Sponsored Brands | Brand Registry | Top of search banner, video in results, Store | Keywords, ASINs, categories | Per click |
| Sponsored Display | Brand Registry | Product pages, home page, off-Amazon | Audiences, product targeting | Per click or per thousand viewable impressions |
| Amazon DSP | Managed service or self-service with an account team | On Amazon and third-party sites and apps | Audiences built on Amazon shopping data | Per thousand impressions |
Blooprint's Amazon ads guide for India walks through creating each campaign in the console; this page is about choosing between them.
Sponsored Products is the ad that looks like a normal listing with a small Sponsored label. It needs no brand approval, works for a single ASIN, and is the only type that can run automatic targeting, where Amazon picks the searches. It is also the type behind almost every ACoS thread on the Seller Central India forum. Our Sponsored Products cost guide covers what it costs per click and per month in ₹.
Sponsored Brands shows your logo, a headline and up to three products, or a short video, at the top of search results. It sends shoppers to a Store or a product list rather than one listing. It needs Brand Registry, which means a registered trademark. In the forum thread Sponsored Brand campaign VS. Sponsored Products campaign, a seller reports Sponsored Products at 10 to 15% ACoS against Sponsored Brands at 50% and above in the same account, and the replies treat that gap as normal. Our Sponsored Brands guide covers formats and the ACoS to expect.
Sponsored Display shows a product ad to shoppers who viewed your listing or similar ones, on product pages, the home page and some sites off Amazon. It is the only self-service type with audience targeting. It also needs Brand Registry, and it is the type behind the forum thread Auto populated Sponsored Display campaign charged 50x, so read the cost-control setting before you launch. Our Sponsored Display guide covers audiences and placements.
DSP here means demand-side platform, not the delivery service partner programme that dominates search results for amazon dsp. It buys display and video impressions on Amazon and across other publishers using Amazon's shopping data, billed per thousand impressions, and in India it is usually run through an Amazon account team or an agency with a spend commitment. It is not a step up from Sponsored ads; it is a separate budget for brands that have already saturated search. Our DSP vs PPC guide covers when it makes sense.
Every seller can run it, it produces the search term data everything else depends on, and it has the lowest ACoS in most accounts.
Its job is to own the top of the page for your brand and category terms. Give it a separate, smaller budget and a higher ACoS target.
Views remarketing only pays when enough shoppers have viewed the listing without buying.
When Sponsored campaigns are spending their budgets profitably every day and you want reach beyond search.
The console keeps Sponsored Products, Brands and Display in separate tabs with separate reports. BlooprintAI builds all three from one CSV for Amazon India and shows their keywords and targets in one table, so a keyword that is profitable in Sponsored Products and losing money in Sponsored Brands is visible in one row. Bid changes across types are applied in bulk after a summary; the software does not decide the split for you.
Build Amazon SP, SB and SD campaigns from one CSV instead of one at a time in the console.
Learn more →Enter ad spend and ad sales to get ACoS and ROAS in seconds.
Learn more →Which to run first on Amazon India and how to split the budget.
Learn more →Retargeting, audiences, placements and the cost-control settings that matter.
Learn more →Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP. The first three are self-service and billed per click (Sponsored Display can also bill per thousand viewable impressions); DSP is display advertising billed per thousand impressions.
Only Sponsored Products. Sponsored Brands and Sponsored Display need Brand Registry, which needs a registered or pending trademark.
Sponsored Products in most accounts. A Seller Central India forum thread reports 10 to 15% for Sponsored Products against 50% and above for Sponsored Brands in the same account.
No. Sponsored Display is self-service, per click, and shows product ads to Amazon audiences. DSP buys display and video impressions on and off Amazon, usually through a managed account with a spend commitment.
It creates and optimises Sponsored Products, Sponsored Brands and Sponsored Display campaigns for Amazon India and UAE. It does not manage DSP.
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