Amazon Headline Search Ads – A Complete Guide

Table of Contents 

1. What Are Amazon Headline Search Ads? 
2. Why Use Headline Search Ads? 
3. How to Set Up Amazon Headline Search Ads 
4. Tips for Optimizing Headline Search Ads 
5. Limitations of Headline Search Ads 
6. How SentryKit Helps Track Ad Performance 
7. Conclusion 

What Are Amazon Headline Search Ads? 
Amazon Headline Search Ads—now known as Sponsored Brands—are banner-style ads that appear at the top of Amazon search results. These ads showcase your brand logo, a custom headline, and multiple products. When a shopper clicks the ad, they are directed to your Storefront or a custom landing page. 

These ads are part of Amazon’s PPC (pay-per-click) advertising ecosystem and are ideal for promoting brand awareness, new product launches, or seasonal campaigns. 

Why Use Headline Search Ads? 
Here are a few reasons why sellers and vendors choose to invest in Amazon Headline Search Ads: 

• Prime Placement: The top-of-page position grabs immediate attention. 
• Brand Visibility: Customize ads with your brand logo and tagline. 
• Multiple Products: Display 2-3 products in one ad, increasing cross-selling. 
• Landing Page Options: Send traffic to a branded Storefront or targeted listing. 

Compared to Sponsored Products, these ads offer more creative freedom and greater control over branding. 

How to Set Up Amazon Headline Search Ads 

1. Log into Amazon Advertising Console 
2. Choose Sponsored Brands Campaign 
3. Select Ad Format: Product collection, Store spotlight, or video. 
4. Pick Targeting Type: Manual keyword targeting is standard. 
5. Upload Brand Logo and write a compelling headline. 
6. Choose Products to Feature 
7. Set Budget and Bid Amount 
8. Launch Campaign 

Pro Tip: Use exact match and phrase match keywords to control where your ads appear. 

Tips for Optimizing Headline Search Ads 

1. Craft a Strong Headline 
Use action-oriented language that highlights a benefit—e.g., “Save Big on Eco-Friendly Kitchen Tools.” 

2. Test Multiple Creatives 
Run A/B tests with different headlines, logos, and product combinations. 

3. Use High-Converting Keywords 
Focus on keywords with high CTR and sales potential. Tools like Amazon’s Search Term Report can help. 

4. Align with Landing Page 
Ensure your ad’s message matches the landing page experience for better conversions. 

5. Monitor Performance Regularly 
Check metrics like CTR, ROAS, and ACOS. Poor performance may indicate mismatched targeting or weak creatives. 

Limitations of Headline Search Ads 

While powerful, Headline Search Ads do come with a few challenges: 

• Brand Registry Required: Only available to sellers enrolled in Amazon Brand Registry. 
• Creative Limitations: Amazon must approve creatives, which may delay campaigns. 
  
• Higher Cost: CPCs tend to be higher than Sponsored Products due to the premium placement. 
• Limited Analytics: Amazon provides basic metrics, but deeper insights require third-party tools. 

How SentryKit Helps Track Ad Performance 

While Amazon offers basic metrics, you need more comprehensive tracking to make informed decisions. That’s where SentryKit comes in. 

• Buy Box Monitoring: Understand how ads impact Buy Box performance. 
• Pricing Alerts: Monitor price changes that could affect ad competitiveness. 
• Listing Quality Monitoring: Ensure your ad-linked listings are optimized. 
• Profitability Checks: Keep ad spending aligned with product margins. 

With SentryKit, you not only automate your Amazon monitoring but also get actionable insights to boost your Sponsored Brands ROI. 

Conclusion 
Amazon Headline Search Ads (Sponsored Brands) are a must-have in your Amazon PPC toolkit. They allow you to highlight your brand, feature multiple products, and appear at the most valuable real estate on the platform. 

Just make sure your creatives, keywords, and landing pages are aligned—and use a tool like SentryKit to keep an eye on performance. 

Want to optimize beyond ads? Try SentryKit free for 30 days and stay in control of your Amazon strategy 24/7.