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Frequently Asked Questions


What are Sponsored Products?
Sponsored Products are keyword-targeted ads that promote your individual listings and appear in search results and on product detail pages on Amazon. You select your products to advertise and choose your keywords or products, 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.
Why should I use Sponsored Products?
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.
What are Sponsored Brands?
Sponsored Brands Ads are keyword-targeted ads that appear above search results. Sponsored Brands allows brands to have a custom headline and logo within the ad creative and drives shoppers to a page featuring a collection of products.
Why should I use Sponsored Brands?
With Sponsored Brands Ads, you can help drive sales and brand awareness with ads in high-visibility locations.
Where will my ads be displayed?
Sponsored Product ads are 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. Headline Search Ads appear above search results page on desktop and mobile browsers or in the mobile app.
What’s the difference between Sponsored Products and Sponsored Brands?
Sponsored Products display individual product listings to Amazon shoppers when searching or browsing for relevant keywords or products. Shoppers who click on the ads are taken to that product’s detail listing page. This can help improve visibility and drive sales.

Sponsored Brands also display to Amazon shoppers when searching for relevant keywords. These ads allow advertisers to upload a customised creative. This can include the brand’s logo, a unique headline, and up to 3 product ASINs. Shoppers who click on the ads are taken to a custom landing page or Store, which can help improve brand visibility and drive sales.
In what categories can I advertise my products?
The following categories are currently open to Sponsored Products:
Arts, Crafts, & Sewing
Automotive Parts & Accessories
Cell Phones & Accessories
Clothing & Accessories
Collectible Coins
Entertainment Collectibles
Fine Art
Grocery & Gourmet Food
Health & Personal Care
Home & Kitchen
Industrial & Scientific
Movies & TV
Musical Instruments
Office Products
Patio, Lawn, & Garden
Pet Supplies
Sports Collectibles
Tools & Home Improvement
Toys & Games
Video Games
At this time we do not support adult products, used products, refurbished products, and products in closed categories.
What are the requirements to advertise?
An active Amazon professional seller account.

For Sponsored Brands Ads, enrollment in the Amazon Brand Registry.

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 Advertising.

For Sponsored Products, eligibility for the Buy Box. If you create a Sponsored Products 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 Brands Ads will be shown to shoppers regardless of who is winning the Buy Box.


How much does it cost?
Sponsored Products and Sponsored Brands are cost-per-click ads, meaning you pay only when your ad is clicked. You choose how much you want to spend for a click, and you also choose your budget. You can update your daily budget at any time.
How do I pay for my ads?
When you advertise, 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. By default, your advertising fees are deducted from your selling account balance. 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 the credit card you used to register for Selling on Amazon. If we can’t charge your credit card after multiple attempts, your advertising account will be placed into payment failure.

You do have the option to switch your payment method to deduct from a credit card. 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.
How does the daily budget work?
You set a maximum daily amount that you are willing to spend on your ads. For Sponsored Products, 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). For Sponsored Brands Ads, the amount you enter is the maximum daily amount you are willing to spend for each day and does not roll over to the next day.

Creating ads

How should I select product listings to advertise?
Advertising on Amazon 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.

It's up to you to determine the strategy that makes the most sense for your business, and Sponsored Products and Sponsored Brands Ads give you the ability to easily create your own campaign strategy.
What is a keyword?
A single word or combination of words that are matched to search terms that shoppers use to search for products on Adding keywords to your campaigns determines when your ads may appear.
How do I create a Sponsored Products ad?
To create a Sponsored Products campaign, pick the products you want to advertise, set a budget of your choice, and choose your campaign duration. We recommend a daily budget of £10 and running your campaign without an end date—that way, shoppers can discover your products any time they search on Amazon.
Then, choose between automatic or manual targeting to be able to bid on keywords and products. The automatic option is the easiest way to get started.
How do I create a Sponsored Brands ad?
To get started with Sponsored Brands, visit Campaign Manager under the advertising tab in Seller Central (note: Sponsored Brands are only enabled for sellers who are registered brand owners). Choose your brand and select the products you’d like to advertise for your campaign. Define your creative look and custom message. Choose your bids and keywords, and finalize your campaign duration and budget. Preview your ad and landing page to ensure it is how you’d like it. Finally, submit your ad for review and approval. Ad moderation can take up to 72 hours. You will receive an email once your ad has been reviewed.
What is the landing page for my ads?
When shoppers click on your Sponsored Product ad, they will go to the product detail page where your offer is listed.

For Sponsored Brands, shoppers who click on your custom headline or ad logo are directed to a custom landing page or your Store. If a shopper clicks on any of the products displayed on the creative, they are directed to the specific ASIN’s product detail page.
If I advertise my product, does that mean I automatically win the Buy Box?
The products you advertise with Sponsored Products must be eligible for the Buy Box. Sponsored Brands will be shown to shoppers regardless of who is winning the Buy Box.
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