Operator glossary
Sponsored Brands
The brand-level ad formats — headline banners, video in search, Store spotlights — that defend your brand terms and put a face on demand that Sponsored Products can only harvest.
Sponsored Brands are the banner, video, and multi-product placements tied to your brand rather than a single ASIN, unlocked by Brand Registry. The video-in-search unit is the consistent overperformer: motion in a static results page buys attention no bid multiplier can, and its CPCs are often no higher than the equivalent Sponsored Products slot.
Two jobs justify the spend: defending your branded queries (cheaper than winning a customer back from a competitor's conquesting ad) and introducing the brand on category terms where a single product shot cannot carry the story. Measure it on new-to-brand share, not last-click ACoS — judged on ACoS alone it will always lose to retargeting, and cutting it is how brands quietly stop growing.
The numbers
- Formats: headline banner, Store spotlight, and video-in-search — all gated behind Brand Registry.
- Amazon reports new-to-brand metrics for Sponsored Brands; judge it there, not on last-click ACoS.
Primary sources: Sponsored Brands (Amazon Ads)
Related terms