Run Sponsored Products first. It is open to every seller, promotes a single listing where shoppers are already searching, and runs at the lowest ACoS in almost every account. Add Sponsored Brands once you have Brand Registry and two or more converting ASINs, and give it a separate, smaller budget with a higher ACoS target, because its job is brand visibility rather than the cheapest sale.
Sponsored Products is the ad that looks like a normal search result with a Sponsored label. It promotes one ASIN, needs no brand approval, and can run automatic targeting where Amazon picks the searches. Sponsored Brands is the banner at the top of results with your logo, a headline and up to three products, or a video that plays in the results. It sends shoppers to your Store or a product list, and it needs Brand Registry. Blooprint's glossary entries define both; this page is about choosing.
| Sponsored Products | Sponsored Brands | |
|---|---|---|
| Who can run it | Any seller with the featured offer | Brand Registry (trademark) |
| What it promotes | One listing | Brand, Store or a set of products |
| Where it shows | In results and on product pages | Top of results, video in results, Store |
| Targeting | Keywords, ASINs, categories, auto | Keywords, ASINs, categories |
| Landing page | The listing | Store, product list or the listing |
| ACoS reported on the India forum | 10 to 15% | 50% and above |
| Data it gives you | Search terms per ASIN | Search terms, new-to-brand orders |
In the Seller Central India forum thread Sponsored Brand campaign VS. Sponsored Products campaign, which has over 400 views and 30 upvotes, a seller reports 10 to 15% ACoS with ROAS of 7 to 10 on Sponsored Products and 50% and above on Sponsored Brands in the same account. The replies do not call this a mistake. Sponsored Brands costs more per click because the top-of-page slot is contested, and it converts less directly because shoppers land on a Store or a list, not on a buy button. Some of its value shows up as organic and Sponsored Products sales later, which the campaign report does not credit.
That is why the two need different targets. Judge Sponsored Products on ACoS against your margin. Judge Sponsored Brands on new-to-brand orders and on whether total brand sales grow while it runs. Our good ACoS guide sets targets by ad type.
One auto and one manual campaign per product group. Run for four weeks and harvest search terms.
Use the exact keywords with the best ACoS from Sponsored Products. Do not test new terms in the dearer campaign type.
Keep it small enough that its higher ACoS does not drag the account above break-even. Review monthly, not daily.
If they rise while ACoS holds, expand. If ACoS climbs and brand sales are flat, cut the banner and keep the video.
The console keeps the two types on separate tabs with separate reports, so the same keyword's ACoS in each is two clicks apart. BlooprintAI lists Sponsored Products and Sponsored Brands keywords for Amazon India in one table with ACoS, CPC and orders per type, so you can find keywords that pay in one type and not the other and change bids on them in bulk after a summary. It builds both types from the same CSV. It does not choose 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 →Formats, targeting, Brand Registry and the ACoS to expect.
Learn more →Sponsored Products, Brands, Display and DSP: who can run each and what they cost.
Learn more →Sponsored Products. Every seller can run it, it gives you search term data, and it runs at a much lower ACoS. Add Sponsored Brands once Brand Registry is done and two or more ASINs convert.
The top-of-page slot costs more per click and lands shoppers on a Store or list rather than a buy button. A Seller Central India forum thread reports 10 to 15% versus 50% and above in one account.
No. Sponsored Brands needs Brand Registry, which needs a registered or pending trademark. Until then, Sponsored Products is the only option.
Indirectly. Sales through any ad count toward the listing's sales history. Sponsored Brands also drives Store visits that show up as organic sales later, which the campaign report does not credit.
Yes. It creates Sponsored Products and Sponsored Brands campaigns from one CSV and shows their keywords in one table. Bid changes are applied in bulk after a summary; it does not decide the budget split.
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