Help more shoppers discover and buy your products

Amazon Sponsored Products

We’re offering £20 in free clicks* when you start advertising

Frequently asked questions



Sponsored Products is a pay-per-click advertising solution that enables you to promote the products you sell with keyword-targeted ads that appear in highly visible placements on You select your products to advertise and choose your keywords or let Amazon target your ads with automatic targeting. You control how much you want to spend on your bids and budgets and can measure your ads' performance.

Sponsored Products may help you increase sales by displaying ads when shoppers look for relevant products. There are no monthly fees; you pay only when an Amazon shopper clicks your ad to go to the detail page where your offer is listed.

Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low glance views, clearance items, and seasonal promotions.

Your ads may be displayed at the top of or within search results and on product detail pages. Ads may also appear on both mobile and tablet browsers and the mobile and tablet Amazon app. Over time, the service might expand to other placements.

The following categories are currently open to Sponsored Products:

• Appliances • DJ and Lighting • Music
• Arts, • Electronics—Mobile • Musical Instruments
• Automotive • Garden and Outdoor • Office Products
• Baby • Grocery • Shoes
• Beauty • Health and Personal Care • Sports
• Clothing and Accessories • Home and Kitchen • Toys and Games
• Computers • Luggage • Watches
• DIY and Tools    
  • An active Amazon professional seller account.
  • Ability to ship to all U.K addresses.
  • Product listings in one or more of the available categories. Products must be new. Used products are not eligible for Sponsored Products.
  • Listings are eligible for the Buy Box. If you create an ad for a product listing that is not eligible for the Buy Box, your ad will not display to Amazon shoppers. Ads that are not eligible are flagged in Campaign Manager under the Advertising tab in Seller Central.


Sponsored Products uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

There are two ways to pay for your advertising fees:

  • Deduct them from your Amazon seller account balance
  • Charge them to a credit or debit card

When you advertise using Sponsored Products, Amazon charges for the number of clicks you receive on your ads. Your seller invoice will indicate that charges are for the cost of advertising. You can find these charges in the Selling Fees section of your invoice.

Seller Account Payment Method

The total advertising fee is deducted from your seller account during an invoice period.

In the event that your seller account does not have enough funds to cover the cost of advertising, the remaining balance will be charged to your credit card you used to register for Selling on Amazon.

Note: If we can’t charge your credit card after multiple attempts, your advertising account will be placed into payment failure.

Credit Card Payment Method

Each time your credit card is charged, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.

Your credit card is charged when:

  • You accumulate your first £1.00 worth of clicks. (This transaction is used for validation of your credit card.)
  • You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases according to a "credit ladder." Each time you reach your current credit limit and you make a successful payment, your credit limit increases one level in the credit ladder: to £50, £150, £200, £350, and finally, to £500.
  • You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.

Note: Your credit card is charged each time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card charge will occur more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.

You set a daily budget for each campaign for your ads to be displayed. The amount you enter is the average daily amount you are willing to spend over a calendar month. For example, if you set your daily budget at £100, you may receive up to £3,100 worth of clicks in that calendar month (assuming a full 31-day month). At the end of the month, the average daily value of your advertising spend will not exceed your desired daily spend. However, on any given day you can spend less or more than your actual daily budget. For example, if your budget is £100 and you receive £50 worth of clicks on the first day of the month, you may receive up to £150 worth of clicks on the second day of the month. This would bring your total spend over two days to £200, which is in line with your average daily budget.

Creating Ads

To get started with Sponsored Products, visit the Campaign Manager under the advertising tab in Seller Central. To create a campaign, give it a name and select either automatic targeting, where Amazon targets your ad, or pick your own keywords with manual targeting. You will set your bid and budget.

You select the products you want to advertise from your existing listings on and organise them into ad groups. You can create multiple ad groups in a campaign and multiple campaigns within your account to organize your advertising in a way that makes sense for your business.

Sponsored Products is a great way to promote new brands and product line extensions, promote unique selection, improve visibility of offers with low glance views, move clearance items, increase hot-selling items even more, and as a part of seasonal promotion plans to drive holiday sales.

There are many reasons for why you should use Sponsored Products. It's up to you to determine the strategy that makes the most sense for your business, and Sponsored Products gives you the ability to easily create your own campaign strategy.

When shoppers click your ad, they will go to the product detail page where your offer is listed.

No. Your ad is only eligible for display if your offer is already eligible to win the Buy Box.

At this time we do not support adult products, used products, refurbished products, and products in closed categories.


* Terms and Conditions

The number of clicks may vary depending on the cost per click of your Sponsored Products. With your registration you will be credited with £20 in free clicks. Terms and Conditions of the Amazon Sponsored Products £20 Sign Up Promotion:

  1. When an advertiser registers a new Amazon Sponsored Products account, Amazon Services Europe S.a.r.l will apply a credit of £20 to that advertiser's new Amazon Sponsored Products account. Any unused credit will expire 60 days following the date on which the advertiser's Amazon Sponsored Products account is created, but not later than on the last day of the calendar month following the end of the calendar quarter during which the account was created. For example, if an advertiser registers an Amazon Sponsored Products account on July 1, 2017, unused credits will expire on August 29, 2017. If advertiser registers an Amazon Sponsored Products account on September 30, 2017, unused credits will expire on October 31, 2017.
  2. Advertisers must provide a valid payment method for advertising fees to their Amazon Sponsored Products account to receive the £20 credit.
  3. Advertisers must register and maintain an Amazon Sponsored Products account in good standing with Amazon.
  4. Advertisers are subject to the terms of the Amazon Services Europe Business Solutions Agreement.
  5. This offer and the promotional credit are non-transferable, not for resale and not redeemable for cash.
  6. This offer is void where prohibited and in the event of fraud, mistake, or any failure to satisfy any terms of the offer.
  7. Amazon Services Europe S.a.r.l reserves the right, in its sole discretion, to terminate or modify this offer at any time.