Knowledge Base

What are Amazon Sponsored Products?

Amazon Sponsored Products are pay-per-click (PPC) ads that promote products within Amazon search results and product detail pages. This ad option – available only for Buy Box eligible products – shows above, alongside, or below Amazon results on desktop, and below results on mobile. Sponsored Products ads are based on keywords, helping drive sales and individual product visibility.

Amazon Sponsored Products


Available with manual or automatic targeting, Sponsored Products campaigns are auction-based, and you pay only when a user clicks on an ad. In manual targeting, you choose the keywords you feel are most relevant to your product and set bids for each ad. When using automatic targeting, Amazon decides keywords and bids for your product.

This ad type is a powerful tool for Amazon sellers, so make sure you’re ready for Amazon Prime Day with Sponsored Products Ads.

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