Back to Knowledge Base

What are the different types of Amazon Ads?

Joelle

Client Success Manager at Amersify

Introduction

Amazon’s advertising ecosystem has evolved dramatically. What began as a few basic search ads is now a multi-channel platform covering search, display, video, streaming TV and audio.

Each format has its own purpose — some create demand (TV, audio), while others harvest demand (Sponsored Products, Sponsored Brands).

This guide breaks down all major Amazon ad types in 2025, how they fit into your strategy, and when to use each for maximum return.

1) Sponsored Products (SP) — Drive Sales and Rank Faster

What it is:

Pay-per-click ads promoting individual SKUs across Amazon search results and product detail pages.

Best for:

Everyday sales, keyword harvesting, and maintaining organic ranking momentum.

When to use:

Always-on — for launches, bestsellers, and hero SKUs.

Pro tips:

Focus on high-intent exact and phrase match keywords.
Layer product targeting to defend your own listings.
Maintain consistent spend; Amazon’s algorithm rewards steady velocity.

2) Sponsored Brands (SB) — Build Awareness in Search

What it is:

Brand-level ads appearing at the top of search results. Formats include Product Collection, Store Spotlight, and Sponsored Brands Video.

Best for:

Brand visibility, cross-selling, and driving traffic to your Store.

When to use:

Once you’ve achieved Brand Registry and have a Store set up.

Pro tips:

Lead with short, benefit-led messaging — the first 3 seconds of a video matter most.
Use Store Spotlight to feature key categories.
Sponsored Brands campaigns can now also acquire Followers, helping future campaigns target loyal audiences through your Store.

3) Sponsored Display (SD) — Retarget and Expand Reach

What it is:

Display and video ads that reach audiences both on and off Amazon, including competitors’ detail pages.

Best for:

Retargeting, brand defence, and mid-funnel consideration.

When to use:

After your core Sponsored Products coverage is stable.

Pro tips:

Build views-based remarketing to re-engage browsers.
Use category targeting to conquest competitor traffic.
Combine SD with SP and SB to create a full-funnel conversion loop.

4) Amazon DSP — Advanced Audience Targeting at Scale

What it is:

Amazon’s programmatic platform for running display and video ads across Amazon sites, apps, and third-party inventory.

Best for:

Upper and mid-funnel campaigns, remarketing, and expanding reach to new audiences.

When to use:

Once you’ve built a stable base of Sponsored Ads and want to scale brand awareness and insight-driven targeting.

Pro tips:

Access advanced measurement via Omnichannel Metrics (OCM) and Amazon Marketing Cloud (AMC).
Create lookalike audiences based on your existing converters.
Both Sponsored TV and Audio Ads are managed through the DSP interface — they use the same campaign environment.

5) Sponsored TV — Build Awareness Through Streaming Video

What it is:

Self-serve streaming TV ads now available with no minimum spend, leveraging Amazon’s first-party shopping and viewing data.

Best for:

Reaching a large audience and introducing your brand to new customers.

When to use:

During brand launches, category expansion, or peak trading moments.

Pro tips:

Integrate Sponsored TV with retargeting — follow viewers with Sponsored Display ads.
Use it to reinforce your message before key shopping events like Prime Day.
Prime Video’s ad-supported tier (launched 2025) dramatically expands reach in the UK and EU.

6) Audio Ads — Build Brand Recall in ‘Screen-Off’ Moments

What it is:

Short audio placements across Amazon Music’s ad-supported and partner platforms, managed via DSP.

Best for:

Passive brand awareness and memory-building.

When to use:

Top-of-funnel storytelling or to maintain frequency between video campaigns.

Pro tips:

Keep it simple: one message, one CTA.
Use frequency caps within DSP to prevent overexposure.
Combine with Sponsored TV for a “sight and sound” synergy.

How These Formats Work Together (Full-Funnel Approach)

Stage	Goal	Formats to Use
Top of Funnel (TOF)	Awareness and demand creation	Sponsored TV, Audio, DSP
Mid Funnel (MOF)	Consideration and retargeting	Sponsored Brands Video, Sponsored Display
Bottom of Funnel (BOF)	Conversion and sales defence	Sponsored Products, Category Targeting, Product Defence

💡 Amersify Tip:

Your ad formats should work together, not compete. Each stage fuels the next — awareness drives clicks, clicks drive conversions, and conversions strengthen ranking.

Budgets and Priorities (Suggested Order)

Sponsored Products → your always-on foundation.
Sponsored Brands → expand branded presence and cross-sell.
Sponsored Display → retarget browsers and competitors.
Amazon DSP → scale reach with audience precision.
Sponsored TV & Audio → brand building with measurable impact.

Targeting Overview

Format	Targeting Options
SP	Keywords, ASINs, categories
SB	Keywords, categories, product targeting, video
SD	Product/category targeting, audience remarketing, interest targeting
DSP	Amazon Audiences, custom segments, lookalikes, retargeting
Sponsored TV	First-party shopping & viewing audiences
Audio	Streaming audiences via DSP

Measurement and Reporting

Use Amazon Marketing Stream for hourly performance signals, bid adjustments, and dayparting optimisation.
Leverage OCM and AMC within DSP to connect impressions to total sales and measure incrementality.
Go beyond ACOS — track TACOS and contribution margin to assess full-channel profitability.

FAQs

Do I need Brand Registry for Sponsored Brands?

Yes — Sponsored Brands is only available to registered brands or vendors.

Is Sponsored TV only for big brands?

No. Sponsored TV is now self-serve with no minimum spend, making it accessible for small and medium brands.

Can I reach customers off Amazon with Sponsored Ads?

Yes, through Sponsored Display (limited) and more extensively through Amazon DSP.

Can I still use Amazon Posts?

No. Amazon retired Posts in 2025. Focus on Stores, video and full-funnel ad formats instead.

Summary

Amazon Ads in 2025 offer a complete marketing funnel — from Sponsored Products at the bottom to Streaming TV and Audio at the top.

The smartest advertisers aren’t choosing between them; they’re combining them.

By layering formats strategically — awareness at the top, retargeting in the middle, conversion at the bottom — brands create a scalable, data-led approach that delivers growth and long-term efficiency.

At Amersify, we help brands design, execute, and optimise their full-funnel Amazon strategy — connecting creative, data, and performance seamlessly.