Sponsored Brands templates

Sponsored Brands puts your brand above the results rather than a single product inside them. There are five targeting patterns. Create Campaign supports both Image and Video formats; Campaign Sets support Sponsored Brands Video only.

Pattern	What it targets
Product	Specific ASINs
Category	Product categories rather than keywords
Broad	Your keywords, loosely matched
Phrase	Your keywords, with the phrase intact
Exact	Your keywords, exactly

Collections are Create Campaign only

Sponsored Brands Collections and Store Spotlight are configured in Create Campaign. A Campaign Set can include Sponsored Brands Video, but not Sponsored Brands Image/Collections. A set using Amazon product creative writes Sponsored Products and Sponsored Display only.

Creative is required, and it is the work

Sponsored Products borrows your listing. Sponsored Brands does not — you supply the creative, and the ad will not run without it.

The creative step is the same step in both routes — see Create a campaign or Campaign Sets.

Image formats

Create Campaign offers two Image formats: Collections and Store Spotlight.

Collections

Field	Notes
Collection type	Automatic or Manual
Automatic	Amazon selects products dynamically; enter keyword targets. Product and category targeting are unavailable
Manual	Select 3–10 ASINs from the same Product Group
Landing page	New product-list page, or a selected Brand Store page for Manual Collections
Custom images	Up to five for the Collection
Brand identity	Select the Amazon Brand; Brand name is required

Recommended headlines come from two places: headlines you have used before — on this ASIN first, then this Product Group, then this brand — and simple templates built from your brand and Product Group name. They are a starting point rather than copy to accept, precisely because neither source knows anything about the shopper.

Store Spotlight

Store Spotlight does not advertise a fixed product. Select a Brand Store, exactly three Store pages with different eligible products, a Brand logo and a Headline. Amazon uses the Store as the landing page and one eligible product for each selected subpage; no advertised ASIN or custom image is sent.

The Store Spotlight headline is limited to 35 characters. The page validates that all three pages are eligible before you can preview.

Images and order

Collections accept up to five images. Amazon can select among them, so review the order deliberately. Campaign Sets do not include Sponsored Brands Image; the images configured here apply only to the Sponsored Brands creative you are creating.

Video

Video uses a registered Amazon video Creative Asset rather than a file you attach here. Register the asset in Amazon Creative Assets first, then select it. The selected video must pass the format, duration and approval checks for the Sponsored Brands program.

Choosing Image or Video changes how Amazon builds the ad. Targeting stays unchanged either way.

Ad format

A Collection is either Amazon-selected (Automatic) or based on your selected products (Manual). The two modes have different targeting and landing-page fields, so choose the mode before adding targets.

Considerations

• Sponsored Brands Image is a Create Campaign flow. Use Sponsored Brands Video in a Campaign Set.
• Sponsored Brands fixes whether an ad group targets keywords or products at creation. A negative of the wrong kind cannot be added later — see Harvest, negate and unnegate.
• A missing required creative field stops the ad, not the campaign. Check Preview.