Amazon Sponsored Brands is the ad at the top of search results that shows your logo, a headline and up to three products, or a short video, and sends shoppers to your Store or a product list. It needs Brand Registry, bills per click, and on Amazon India usually runs at a much higher ACoS than Sponsored Products. Below: formats, targeting and how to judge it.
| Format | What the shopper sees | Lands on | Best for |
|---|---|---|---|
| Product collection | Logo, headline, up to three products | Product list or Store page | A range in one category |
| Store spotlight | Logo, headline, up to three Store sub-pages | Store | Brands with several categories |
| Video | A short autoplay video in the results | The listing | Products that need showing, not describing |
Amazon's creative policy applies to headline text and video. Claims like best or number one need substantiation, and a rejected creative delays the campaign by days, so keep the first headline plain.
Sponsored Brands takes keyword targeting with broad, phrase and exact match, and product targeting by ASIN or category. There is no automatic targeting. The safest source of keywords is your own Sponsored Products search term report: terms that already convert at a good ACoS on a single listing are the ones worth paying the top-of-page price for. Our match types guide covers how each match behaves on Amazon.
Category targeting shows your banner on searches Amazon classifies into that category, which is broad. Use it with a low bid to learn, then move the searches that convert into exact keywords.
There is no published India CPC for Sponsored Brands. What sellers report is the ACoS: in the Seller Central India forum thread Sponsored Brand campaign VS. Sponsored Products campaign, one account runs Sponsored Products at 10 to 15% and Sponsored Brands at 50% and above, and the replies treat that as usual. The top-of-page slot is contested and the landing page is a Store or list, so fewer clicks turn straight into orders. Our Sponsored Products vs Sponsored Brands guide covers the split.
Judge Sponsored Brands on new-to-brand orders, which Amazon reports for this campaign type, and on whether total brand sales rise while it runs. If both are flat and ACoS is above break-even, pause it; if brand sales rise, the campaign is doing its job even at an ACoS that would be alarming on Sponsored Products.
Both take days to weeks. A banner that lands on an empty Store wastes clicks.
Use three products with reviews and the featured offer. A new ASIN in the banner drags the group down.
Ten to twenty exact keywords from your Sponsored Products report, bid at the low end of the suggested range.
SW Cybernetics estimates only around 15% of Indian sellers use the video format, so it is less contested than the banner.
Compare ACoS and new-to-brand orders by keyword. Cut what is above break-even with no new-to-brand orders.
BlooprintAI builds Sponsored Brands campaigns for Amazon India from the same CSV as Sponsored Products, and shows keywords from both types in one table with ACoS, CPC and orders. You can filter Sponsored Brands keywords above your ACoS ceiling and lower their bids in one action after a summary. It does not produce creatives, and it does not change bids on its own.
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 →Sponsored Products, Brands, Display and DSP: who can run each and what they cost.
Learn more →A cost-per-click ad at the top of search results showing your logo, a headline and up to three products, or a video. It sends shoppers to your Store or a product list and needs Brand Registry.
Higher than Sponsored Products is normal. A Seller Central India forum thread reports 50% and above against 10 to 15% for Sponsored Products in the same account. Judge it on new-to-brand orders and total brand sales too.
A product collection ad can land on a product list without a Store, but Store spotlight needs one and most brands get better results landing on a Store page.
Often, if you have footage. SW Cybernetics estimates only around 15% of Indian sellers use the format, so it is less contested than the banner, and it lands on the listing rather than a Store.
Yes, for Amazon India and UAE, from a CSV alongside Sponsored Products and Sponsored Display. Creatives are still built in the Amazon console.
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