Amazon Headline Search Ads—now called Sponsored Brands—are premium banner-style ads positioned at the very top of Amazon search results. These ads feature your brand logo, a custom headline, and up to three products. When clicked, shoppers are taken to your Amazon Storefront or a custom landing page designed to drive conversions.
These ads are a core part of Amazon PPC advertising, helping sellers increase visibility, improve brand authority, and launch new products more effectively.
Here’s why sellers invest in Sponsored Brands Ads:
Prime Placement: Your ads appear at the top of page 1, offering unmatched visibility.
Brand Awareness: You can highlight your logo and tagline for stronger brand recall.
Feature Multiple Products: Showcase several listings in a single creative.
Custom Landing Pages: Send traffic to a curated Storefront or product bundle.
Higher CTR Potential: Sponsored Brands often outperform other ad formats in click-through rate.
Sponsored Brands give you more creative control compared to Sponsored Products, making them ideal for building brand identity.
Log into your Amazon Advertising Console.
Choose Sponsored Brands as your campaign type.
Select your ad format (Product Collection, Store Spotlight, or Video).
Choose between keyword targeting or product targeting.
Upload your brand logo and write your headline.
Add the products you want to feature.
Set your daily budget and CPC bids.
Launch the campaign.
Pro Tip: Start with phrase match and exact match keywords for maximum control and reduced wasted spend.
Use benefit-driven language such as “Premium Wellness Supplements for Daily Energy” or “Save on High-Quality Pet Care Essentials.”
Test different logos, headlines, and product combinations to identify winning variations.
Pull insights from Amazon’s Search Term Report or 3P tools to identify keywords that drive profitable traffic.
Your ad message must match your landing page content for better conversions and lower bounce rates.
Track ACOS, CTR, ROAS, and impressions. Poor results often indicate weak targeting or low-quality creatives.
While powerful, Sponsored Brands Ads do have a few restrictions:
Brand Registry Requirement: Only Brand Registered sellers can launch these ads.
Creative Approval Needed: Amazon must review and approve your creatives, which may cause delays.
Higher Cost per Click: Premium homepage placement typically means higher CPCs.
Limited Native Analytics: Amazon’s data is helpful but not always deep enough for advanced decision-making.
This is why many sellers pair their ads with external tools.
Sponsored Brands can boost visibility—but monitoring performance requires more than Amazon’s native dashboard.
This is where SentryKit’s automated alerts and monitoring tools support your ad strategy:
Buy Box Monitoring: Know instantly when Buy Box loss could impact your ads.
Pricing Alerts: Detect competitor price drops or MAP violations affecting conversions.
Listing Change Alerts: If someone edits your title, images, or bullet points, you get notified.
Review Tracking: Keep an eye on customer feedback for ad-linked ASINs.
Profitability Insights: Ensure your ad spend stays aligned with margins.
With 1 ASIN free forever, you can test SentryKit’s monitoring power with zero risk.
Amazon Headline Search Ads (Sponsored Brands) are a powerful way to build brand visibility, showcase your best products, and secure premium placement above competitors. With the right keywords, creative testing, and landing pages, Sponsored Brands can become a core revenue driver in your Amazon PPC strategy.
And by pairing your ads with SentryKit’s monitoring tools, you ensure your listings, prices, and Buy Box position stay healthy—so your ad spend works harder for you.
