If you’ve been running ads for your Amazon store for a while, you’ve probably used and gotten comfortable with Sponsored Products campaigns. And for a good reason. They work. And they’re often the quickest way to get visibility and drive traffic. 

But here’s the catch: they only benefit your Amazon business as long as you’re spending money. The moment you stop, traffic slows down and sales dip. 

If you’re aiming for long-term growth, this pay-to-play system will limit you. So, some of your efforts and budget should be dedicated to ensuring that your brand itself (rather than individual products) get visibility. Why? Because when customers remember your brand, they’re more likely to search for it directly and to choose your products over similar alternatives. 

What does this mean in money terms? Traffic acquisition costs go down over time, conversion rates go up, and you start seeing sales that aren’t directly tied to your ongoing adspend. 

Sponsored Brands campaigns are built for this exact purpose. They don’t just help you generate immediate sales, but also foster familiarity, trust, and recognition. At Flairox, we use Sponsored Brands ads with Sponsored Products ads to drive both short- and long-term growth for our clients, and we want you to be able to do the same for your business. 

So, in this guide, we will walk you through the entire process of launching your first Sponsored Brands campaign on Amazon. We’ll go through each ad setting together, learn what each option does, and when to use it. We’ll also go through a checklist of things you need to do before you launch your first campaign- like enrolling into Amazon’s Brand Registry and conducting keyword research- so you can launch your first ad in one sitting. 

Let’s get started. 

Steps To Launching Your First Sponsored Brands Campaign 

We’re now diving head-first into the click-by-click process of launching a Sponsored Brands campaign. We will go through the process of setting up your campaign as though you’ve already done all pre-requisite tasks necessary to launch this campaign in one sitting. Once we’re through with the steps of setting up and launching your campaign, we will take a closer look at these prerequisite tasks. 

If you want to learn how to launch a Sponsored Products campaign as well, we have a click-by-click guide on it that uses screenshots to talk you through the entire process! If you’re completely new to Amazon PPC altogether, and would like to learn the basics, we strongly encourage you to read our beginner’s guide for Amazon PPC.

How To Find The Sponsored Brands Campaign Setup Page

Let’s start by finding our way to the Sponsored Brands campaign set up page from your Amazon Seller Central account. Here are the steps: 

Step 1: Go to Amazon Seller Central and login using your credentials. 

Step 2: Click on the hamburger menu icon on the top left of your seller central dashboard. Now, hover over the Advertising tab- this should open up a sub-menu where you will find a link to your campaign manager. Click it. 

Step 3: You should now be on your Sponsored Ads Campaign Manager dashboard. Just above the table where your campaigns are listed, you’ll see a button labeled “Create campaign.” Go ahead and click it to get started.

Step 4: You will now be prompted to choose among four different campaign types: Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV. Click on the “continue” button under “Sponsored Brands” to get to the Sponsored Brands campaign set up page. 

If you’d like to learn about the differences between Sponsored Products, Sponsored Brands, and Sponsored Display campaigns, we encourage you to read our complete guide on it. 

How To Set Up A Sponsored Brands Campaign 

You should now find yourself on the Sponsored Brands campaign set up page, and this is more or less what you should see on your screen: 

Step 1: Adjust Campaign Settings

Right off the bat, you will be prompted to adjust your campaign settings. This includes naming your campaign, choosing a portfolio, setting the start and end dates for your campaign, and setting your daily budget. Let’s go through each of these elements one-by-one. 

How To Name A Sponsored Brands Campaign

A clear and consistent naming convention might seem like a small detail, but it plays a big role in campaign management- especially as your account grows. Well-structured names make it easier to track performance, compare strategies, and identify what’s working without having to dig into every campaign individually. 

So, how should you name your campaigns? First, you should know that you’re only allowed 128 characters (including spaces) for your campaign name. Second, you should develop a helpful naming convention that you will use consistently across your campaigns. Think of it as a template—one that includes abbreviations or descriptors for your campaign settings. This makes it easier to identify and manage your campaigns directly from the Campaign Manager dashboard, without needing to click into each one.

At Flairox, we use this naming convention for our campaigns- it gives you all the essential information at a single glance: 

[Brand/Product Line] – SB – [Targeting Type] – [Theme/Match Type] – [Date or Version]

Here are examples of campaign names you can make using this naming convention: 

• GlowSkin | SB |  Keyword | SkincareRoutine | Aug2025
• PrimeSnacks |  SB | ASIN | BestSellers | V1
• ZenMate | SB |  Store Spotlight |  Relaxation |  V3

Choose An Appropriate Portfolio

Now it’s time to pick a portfolio. A portfolio in Amazon Ads is a way to group multiple campaigns together under a single label. You create portfolios, name them however you like, and then assign campaigns to them. This lets you manage budgets at the portfolio level, monitor performance across related campaigns, and keep things organized- especially if you’re running ads for multiple product lines or targeting different markets.

For example:

• You might create a portfolio for each product category you sell (e.g., “Skincare,” “Pet Treats,” “Supplements”).
• Or, if you manage multiple brands under one seller account, you might have one portfolio per brand.

Portfolios are completely custom and optional, but highly recommended if you’re running more than a handful of campaigns. You can create and manage them directly within Campaign Manager.

If you’ve already set up relevant portfolios, you should select the one that matches the campaign’s focus. For instance, if your Sponsored Brands campaign is promoting skincare products, assign it to your “Skincare” portfolio.

If you haven’t created any portfolios yet, Amazon will default to “No Portfolio”, like in the image you shared. That’s fine for now- but as you scale your advertising, taking a few minutes to set up meaningful portfolios will make reporting and budget tracking much easier.

Set The Start & End Dates For Your Campaign

Next up: selecting your campaign’s start and end dates. These two settings tell Amazon when to begin delivering your Sponsored Brands ads- and when to stop. They’re simple, but they give you a lot of control over your ad timing, so let’s break down what each option does and how to make the best choice for your campaign goals.

By default, Amazon will auto-fill today’s date as your campaign’s start date. This means your ads will start running as soon as the campaign is approved- usually within a few hours.

But you can also schedule your campaign to start in the future. This is helpful if:

• You’re launching a campaign to align with a product launch or marketing event.
• You want to prep everything now but start during peak traffic hours (like Friday afternoon or Monday morning).
• You’re coordinating multiple campaigns and want to stagger the start times.

Just click into the start date field and choose any date in the future.

End dates, on the other hand, are completely optional. If you don’t set an end date, your campaign will run indefinitely- until you manually pause or archive it. This is great for evergreen campaigns that promote your store or best sellers year-round.

That said, there are a few reasons you might want to set an end date:

• You’re running a seasonal or promotional campaign (e.g., for Prime Day, Black Friday, or a 2-week launch window).
• You have a fixed budget and want to control your ad schedule more tightly.
• You’re testing a new strategy or creative and only want it to run for a set time before analyzing results.

Setting an end date doesn’t lock you in permanently. After your campaign launches, you can change or remove the end date at any time from your Campaign Manager.

Set A Daily Budget For Your Campaigns

Next up, Amazon will prompt you to set a daily or lifetime budget for your campaign.

Daily Budget (Recommended): A daily budget is the maximum amount you’re willing to spend each day on this campaign. Once your ad spend hits this number, Amazon will stop serving your ads until the next day. Your billing resets every 24 hours (based on Amazon’s internal clock). We recommend using daily budgets because they give you tighter control, are easier to adjust, and make performance tracking more consistent. That’s why we (and most advertisers) use them for nearly all Sponsored Brands campaigns.

Lifetime Budgets: A lifetime budget is a fixed amount you’re willing to spend across the entire duration of the campaign. Amazon will pace your spend automatically based on your campaign dates, traffic, and performance- so some days it might spend more, some days less.

This can work for limited-time promotions, but it gives you less control over daily pacing. For always-on or flexible campaigns, daily budgeting is a safer choice.

So how should you set a daily budget? Unfortunately there’s no one-size-fits-all answer. Your ideal budget depends on your product category, CPC (cost-per-click), and campaign goals. 

For example, let’s say you’re launching a Sponsored Brands campaign for your best-selling collagen supplement under the brand GlowWell. Your goal isn’t just short-term clicks- you want to build brand visibility and drive traffic to your Amazon Store. To set your daily budget, start with your average cost-per-click (CPC). If you’ve run ads before, use your data. If not, use a category benchmark- say, $1.25 in the “Health & Wellness” space.

Next, estimate how many clicks you need per day to generate traction. Aiming for around 40 clicks would require a daily budget of about $50 (40 clicks x $1.25). That gives Amazon enough data to optimize your campaign and gives you enough traffic to evaluate performance. Now, factor in profitability. If your product sells for $38 and your profit margin is around 35%, you make about $13 per sale. To stay within a 30% ACoS, you’d want to spend no more than $11- $12 per sale. At $1.25 per click, you’d need to convert roughly one in every 8–9 clicks to break even- a reasonable goal if your listing is optimized.

Looking at this from a budget-per-month perspective, a $50/day budget equals about $1,500. If that feels high, start with $30/day and scale once you see results. What matters is choosing a number that gives your campaign room to perform without blowing past your profit margins.

If you’re not sure what terms like “CPC” or “ACoS” mean, read our detailed guide on the 10 Amazon PPC metrics you need to track– it will tell you everything you need to know about the most important Amazon advertising metrics

Step 2: Set Your Campaign Goals

Once you’re done adjusting your campaign settings, Amazon will ask you to choose a campaign goal. This step helps Amazon tailor its bidding and targeting recommendations based on what you’re trying to achieve. There are two options here, and each serves a different purpose, so it’s worth understanding how they work before making your selection.

Option 1: Drive page visits

This is the more common option, especially if you’re just starting out. When you choose “Drive page visits,” your goal is simple: get people to click on your ad and land on your brand store or product detail page.

When you choose this goal, you’re charged on a cost-per-click (CPC) basis, which means you only pay when someone actually clicks your ad. Amazon measures the success of this campaign type based on how many clicks your ad receives, not how many times it’s shown.

This goal is ideal when you’re focused on generating traffic, increasing product discoverability, or driving sales. If your Sponsored Brands ad is linking to a custom landing page, a brand store, or a collection of products, this is likely the best choice. It’s especially effective when you’re testing keywords, introducing a new product, or trying to boost visibility for a product line.

Option 2: Grow Brand Impression Share

This is a more advanced option that focuses on visibility rather than clicks. By choosing this, your main objective is to dominate the top-of-search placements and build brand presence- whether or not shoppers click right away.

When you choose this goal, Amazon charges you based on impressions, not clicks. Specifically, you’ll be billed on a vCPM model, which means you pay for every 1,000 viewable impressions. Amazon measures success here by tracking your top-of-search impression share- essentially, how often your ad shows up in the most prominent spots compared to your competitors.

This goal makes sense when you’re in a competitive category and want shoppers to see your brand consistently, even if they’re not ready to buy just yet. It’s often used for brand awareness campaigns or for reinforcing recognition during key promotional periods like Prime Day, Black Friday, or new product launches.

Step 3: Name Your Ad Group

Next, you’ll be asked to name your ad group. By default, Amazon will auto-generate a name using a timestamp- but it’s best to replace this with something meaningful and structured.

Amazon allows a maximum of 100 characters for ad group names. That’s usually more than enough, but it’s still important to keep your names concise and readable.

Just like with campaigns, the best practice here is to use a consistent naming convention. While the campaign name gives you a high-level view of your strategy, the ad group name should reflect the specific focus of that group- whether it’s a certain keyword theme, targeting method, creative variation, or product grouping.

Here’s the naming convention we use at Flairox

[Theme or Target Focus] – [Match Type or Strategy] – [ASINs/Creative/Bundle Name]

This format helps you easily distinguish between ad groups when testing different approaches within the same campaign.

Here are examples of what ad groups named using this convention look like: 

• Hydration | Broad | Top ASINs
• Low Carb | Exact | Snack Pack
• Anti-Aging | Phrase | Serum + Cream
• Dog Training | Product Targeting | Treat Bundle A

Each of these names quickly communicates what the ad group is targeting and what kind of assets or products it includes. This makes it easier to compare performance and make adjustments down the line.

Step 4: Choose The Right Ad Format 

When setting up a Sponsored Brands campaign, one of the most important decisions you’ll make is choosing an ad format. It’s more than just a design preference- each format creates a different experience for the shopper and aligns with a different advertising goal.

Amazon gives you three options: Product Collection, Store Spotlight, and Video. Let’s look at what makes each of them unique- not just in where they send shoppers, but in how they’re designed to guide user behavior.

1. Product Collection Ads

This is the most flexible and widely used format. It lets you feature up to three products in a single ad, and you can choose where that ad leads. You can either send shoppers to a product collection landing page (auto-generated by Amazon) or to a custom page within your Brand Store. The layout is product-focused by design- each item is presented with its image, title, price, and review rating, mimicking what shoppers are used to seeing in search results. This familiarity encourages clicks, making the format ideal for campaigns where quick engagement is the goal.

If your campaign goal is drive page visits, this format gives you the option to promote a focused set of products while also giving shoppers the chance to explore more if they choose. It strikes a balance between performance and brand storytelling. If you’re using Grow brand impression share, you can still use this format- but Amazon will require you to upload a custom image for the ad creative. That extra visual layer makes the ad more eye-catching and helps it stand out when you’re aiming for visibility over clicks.

This format is ideal when:

• You want to highlight multiple related products.
• You’re introducing a new product line and want to cross-sell or upsell.
• You want the flexibility to send traffic to either a curated store page or a simplified landing page.

In terms of workflow, Product Collection gives you the most options, but it also requires thoughtful planning around which products to feature and where you want to send shoppers.

2. Store Spotlight Ads

Store Spotlight is designed specifically to showcase different subpages of your Brand Store. To use this format, your Store must have at least four pages, each featuring at least one unique product. Unlike Product Collection, this format doesn’t display individual products upfront- instead, it highlights categories or sections of your brand using larger image tiles. Each tile is clickable and leads to a specific subpage of your Store, allowing you to introduce shoppers to the broader structure of your brand.

This isn’t about pushing a few products- it’s about guiding discovery. The format is visually cleaner, more spacious, and intentionally less product-dense. That’s because its goal is to encourage browsing rather than immediate conversion. The large custom images, combined with subpage labels, act more like section banners, inviting shoppers to choose their own path through your catalog.

This format works best when:

• You have a well-structured Brand Store with multiple categories or product lines.
• Your goal is to promote the breadth of your catalog, not just one product or collection.
• You’re focused on brand storytelling- Store Spotlight gives you a chance to guide customers into different sections of your brand ecosystem.

If you’re trying to build long-term brand recognition or increase time spent exploring your Store, this is a strong format to consider. Just make sure your Store is ready to support it- Amazon won’t let you launch this format if it doesn’t meet the structural requirements. And even if it does, the design only works if your subpages are meaningful, well-labeled, and thoughtfully organized.

3. Video Ads

The Video format is exactly what it sounds like: a short, autoplay video that promotes a single product. What makes it especially powerful is where and how it shows up. These ads appear directly in the middle of search results, blending in with organic listings- but the moment a shopper scrolls past, the video begins playing silently. This motion instantly breaks the visual rhythm of the page, drawing attention without being intrusive.

This design is intentional. There’s no clutter- just one product, one message, and one goal. The video fills the full width of the search result column, giving it visual dominance, while the muted autoplay ensures shoppers get the core message even without sound. There’s no need to compete with price tags or star ratings on a crowded ad- the motion does the work.

Depending on your campaign goal, you can choose whether the ad leads to the product detail page or your Brand Store. If you’re running a campaign with the Grow brand impression share objective, it must link to your Store- reinforcing the idea that video isn’t just about sales, it’s also about branding.

Video is best used when:

• You’re promoting a hero product or new launch. 
• You want to stop the scroll and capture attention. 
• You have (or are willing to create) a strong, engaging video asset.

Keep in mind that video ads come with stricter creative requirements. Amazon has specific specs for length, resolution, file size, and more. So while they offer high impact, they also demand more prep. But if you can get the creative right, video ads can cut through the noise and deliver a brand message in seconds- often when shoppers are at their most curious.

Which Ad Format Should You Choose?

As with most things in advertising, the answer to “Which ad format should you choose?” is- it depends. That said, the table below should help you quickly compare the formats and decide which one best fits your campaign goals and creative resources:

Ad Format	Best For	Creative Required	Landing Page Options
Product Collection	Featuring multiple products or product bundles	Custom image (if using “Grow brand impression share”)	Store page or auto-generated landing page
Store Spotlight	Promoting multiple categories within your store	Headlines, subpage names	Must link to a Brand Store with 4+ pages
Video	Highlighting a single product with high impact	Video asset (autoplays, no sound)	Product detail page or Store

If you’re just starting out or promoting a small set of related items, Product Collection is usually the most versatile choice. If you’re focused on building out your Brand Store experience, Store Spotlight can help drive deeper brand engagement. And if you’re confident in your video creatives, Video can deliver strong results for attention and click-through.

Where Should Your Ad Take Your Customers?

Once you’ve selected your ad format, Amazon will ask you to choose a landing page- the destination shoppers are taken to when they click your ad. This step matters just as much as the ad format itself, because it defines what kind of experience shoppers will have after engaging with your creative.

Depending on your chosen format and campaign goal, you’ll usually have one or more of the following options:

• Your Brand Store (Store on Amazon): This is the most immersive option. It lets you direct traffic to a specific page (or subpage) within your Store, which you can design to highlight categories, routines, bundles, or seasonal collections. This is ideal when you want to showcase more than one product or tell a broader brand story. If you’re using the Store Spotlight format, this is the required destination.

• A Product Collection Landing Page: Available with the Product Collection format, this Amazon-generated landing page displays just the products featured in the ad. It’s a clean, focused option when you want shoppers to concentrate on 2–3 ASINs without the distraction of a full Store layout. It works well for performance campaigns where product discovery and purchase intent are high.

• A Product Detail Page: Used primarily with Video ads, this option sends shoppers straight to a single product page. It’s the most direct conversion path and works best when you’re highlighting a hero product and want to streamline the buying process. Use this when the video is doing the heavy lifting and the next logical step is to buy.

So, what’s the best option? It depends on what you’re promoting. If you’re focused on brand storytelling, cross-selling, or building repeat exposure, your Brand Store is the strongest choice. If you’re running a performance-driven campaign with clear product intent, a simplified product collection or detail page can reduce friction and get shoppers to checkout faster.

In general, the more SKUs you want to surface, the more sense it makes to drive to your Store. The more focused your promotion, the more you can benefit from a tightly scoped landing page. 

Step 4: Choose Campaign Bid Adjustments

As you move further into campaign setup, you’ll come across the Campaign Bid Adjustments section. This feature lets you raise your bids for specific audiences that Amazon defines (audiences who are more likely to convert based on how they’ve interacted with your brand before).

For example, in the screenshot above, Amazon has automatically selected the audience of shoppers who have clicked on or added your product to cart in the past. These are considered high-intent audiences, and the logic here is simple: if someone has already shown interest in your brand, they’re more likely to convert the next time they see your ad- so it may be worth bidding a little more to get in front of them again.

You have two options here: 

1. You can opt out by selecting “Don’t increase bids for an audience”
2. Or, you can increase your bids by a percentage of your base bid for audiences that show high purchase intent. 

If you’re just starting out, it’s usually best to leave bid adjustments turned off by selecting “Don’t increase bids for an audience.” This keeps your bids consistent and your budget more predictable- ideal when you’re still testing and learning what works. Once you have enough data to understand what works and what doesn’t, you’ll be in a better position to choose which audiences (if any) to increase your budget for and by how much. 

However, if you already have some traffic and want to focus on retargeting warm audiences- like shoppers who clicked on your products or added them to cart- you might consider enabling the adjustment and increasing your bid slightly. This helps you stay visible to shoppers who’ve shown interest but haven’t purchased yet.

Note: You can also create your own audience segments in Amazon Marketing Cloud– you don’t necessarily need to choose from the audiences Amazon has built

Also, if you chose “Grow brand impression share” as your campaign goal earlier, you will only get the option to adjust bids by audience. On the other hand, if you chose “Drive page visits” you will have an additional option to adjust your bids by placement. 

Specifically, you will be able to choose whether you want to increase or decrease your bids for placements other than top of search. How should you adjust these settings? The answer is pretty much the same: If you don’t have enough data to know which placements work and which ones don’t, skip making any adjustments until you do have enough data. 

Step 5: Choose Your Targeting 

Your targeting settings let you decide when your ad gets triggered, so it’s one of the most important steps in the sponsored brands campaign set up process. If you chose “Grow impression share” as your goal earlier, you will only be allowed to target by keywords. If your goal was to “Drive page visits,” you will be asked to choose between product and keyword targeting. 

Keyword Targeting

This is the more common route, especially for beginners. You tell Amazon what search terms you want your ad to show up for, and Amazon matches your ad to shoppers who are typing those keywords into the search bar. You can use broad, phrase, or exact match types, depending on how tightly you want to control visibility.

This option is ideal when:

• You know (or want to test) specific keywords that describe your products
• You want control over which search queries your ad shows up for
• You’re optimizing for search relevance and intent
• You don’t have direct competitor ASINs in mind to target

For someone just starting out, keyword targeting is usually the safer and simpler choice. Amazon provides suggestions based on your brand and landing pages (as seen in your screenshot), so you’re not starting from a blank slate. 

How can you set up keyword targeting for Sponsored brands ads? Here are the steps:

You’ll see keyword suggestions grouped by themes (e.g., “Keywords related to your brand” and “Keywords related to your landing pages”).

1. You can select individual keywords or bulk-add groups.
   
2. Choose match types for each:
   1. Broad: matches the keyword and variations (good for discovery)
   2. Phrase: matches the keyword phrase in the correct order
   3. Exact: matches the keyword exactly, with little room for variation (best for precision targeting)
      
3. Set bids per keyword or use Amazon’s suggested bids.
   
4. Use Negative Keyword Targeting to exclude search terms that are irrelevant or underperforming. (You should only use this option when you have enough data that tells you which keywords work vs which ones don’t)

Product Targeting

Instead of targeting search terms, this option allows you to target specific ASINs or entire product categories. Your ad will appear on product detail pages or in placements related to those products. It’s a different strategy- more about intercepting buying decisions than capturing search intent.

Product targeting is better suited for:

• Competitive targeting (showing up on rival listings)
• Complementary targeting (appearing on related items)
• Category targeting (broad reach across similar products)

It’s a strong option if you’re launching a new product and want to show up alongside more established items, or if you’re trying to cross-sell by showing your product on related listings. That said, it’s a bit more advanced and often requires more strategic thinking around competitor research, pricing advantage, and visual appeal of your ad creative.

Here’s how to set up product targeting:

1. Choose “Product targeting” when prompted.
2. Pick from two main options:
   1. Individual Products (ASINs) – either from suggestions or by manually entering ASINs.
   2. Categories – broad targeting across a product type (you can refine by brand, price, rating, Prime status, etc.).
3. Set a default bid or customize for each target.
4. Use Negative Targeting to exclude irrelevant ASINs or subcategories (when you have enough data. If you’re a beginner, skip this option).

We’re almost done with the set up now. Let’s keep going. 

Step 6: Choose An Ad Name

Finally, you’ll be asked to name your ad. Just like with campaigns and ad groups, Amazon will auto-fill this with a timestamp by default—but it’s worth taking a minute to rename it with something more meaningful.

You’re allowed up to 200 characters for the ad name. That’s more space than you’ll typically need, but it’s still important to keep things structured and consistent. A clear ad name helps you identify what the creative includes, especially when you’re testing multiple versions within the same ad group.

At Flairox, we use this simple naming convention for our Sponsored Brands ads:

[Ad Format] – [Creative Hook or CTA] – [Landing Page Type or Focus] – [Version or Date]

This gives you all the key details in one glance—what kind of ad it is, what it’s emphasizing, where it leads, and which version you’re looking at.

Here are a few examples of ad names using this format:

• PC | Summer Skincare | Storefront | V1
• SS | Category cards | Men’s wear | Aug 25
• Vid | Product Demo | Detail Page | V2

This might seem like a small step, but when you’re analyzing ad performance later, clear naming makes it much easier to see what’s working- without having to dig into each ad manually.

Step 7: Design Your Ad

Now comes what is arguably the most make-or-break step- uploading your creative assets and designing your ad.

This is what shoppers will actually see when your Sponsored Brands ad appears in their Amazon search results. It’s where visual storytelling meets conversion potential.

But before you dive in, there’s something crucial to understand: the creative options available to you will change depending on the ad format and campaign goal you selected earlier.

Ad Format	Image Required	Video?	Headline?	Creatives
Product Collection	Yes	Yes	Yes	You can upload up to 5 images and test multiple headlines
Store Spotlight	Yes	Yes	Yes	Amazon auto-fills subpage tiles, but you control the banner image and headline
Video	No	Yes	Optional	You must upload a compliant video- it autoplays in search results

Note: If your campaign goal is “Grow brand impression share”, Amazon requires a custom image for Product Collection and Store Spotlight formats. It will flag this upfront in the interface with a notice.

Every Sponsored Brands creative typically includes:

• Brand Logo: Pulled from your Amazon Brand Registry
• Headline: Custom written by you
• Visual Asset: Either a banner image, product collection thumbnail, or a video
• ASINs or Store page: Displayed underneath or alongside the visual (depending on format)

You can watch and control how these elements come together through Amazon’s visual creative builder (it’s on the Sponsored brands campaign set up page itself). Here, you will find things like: 

• Image suggestions: On the left, Amazon may recommend visuals based on your brand catalog, complete with AI-enhanced versions (labeled with a +AI tag).
  
• Preview mockup: In the center, a mobile preview shows how your ad will look to shoppers (at the top of search by default, but you can toggle placements).
  
• Creative strength meter: At the top, Amazon scores your asset variety. Add more images and at least one headline to raise the “Creative Strength” from Incomplete to Excellent.
  
• Headline input: You’ll be prompted to add a short line of copy- this appears just below your brand logo and is one of the most visible parts of the ad.
  

Tip: Upload at least 3–5 images and 2 headline variations. Let Amazon’s machine learning do its job.

Step 8: Submit For Review

Once you’ve finished setting up your campaign- creatives, targeting, budgets, everything- the final step is to submit it for review. At this stage, Amazon checks your ad to ensure it meets all their advertising policies and creative guidelines. This review process is usually pretty quick, often completed within 24 hours, but it can take longer during busy periods or if your creatives need extra scrutiny (like video or custom images).

You won’t be able to make major edits while the ad is under review, so double-check your settings before you hit submit. Once approved, your campaign will go live according to the start date you’ve set- or immediately if you’ve left it to begin “as soon as possible.”

And that’s it- your Sponsored Brands campaign is officially out in the wild.