Sponsored Brand ads typically appear at the top of Amazon search results, above the Sponsored ads, or can sometimes appear within the search results. When shoppers click your logo, they will be directed either to your storefront or a custom landing page. When they click on a product, they will be sent to that specific product page.
When it comes to formatting your ads, Amazon offers three options: Product Collection, Store Spotlight, and Video.
The Product Collection format is great for boosting the visibility of products with lower organic or sponsored product ad impressions. You can feature up to 3 products in the ad and link to either to the product listing on your branded storefront or to a landing page that only includes the products in the ad. Linking to a landing page is a great way to increase sales on under-performing skus. If you do use the Product Collection format to increase visibility of under-performing products, include a high-performing product in the mix to improve your Click Through Rate (CTR) on the ad.
The Store Spotlight is great for brands with a diverse sku catalogue that features items in multiple categories. In this format you can feature up to three full product categories as opposed to single products. When a shopper clicks on a product category, they will be taken to that product category within your Amazon storefront.
The Video format includes a 15-30 second video that auto plays without sound. These ads are eye-catching and take up a lot of visual real-estate on the page. Video can be a big upfront investment, but it can be a major competitive advantage.