Did you know more than 70% of Amazon shoppers never scroll past the first page of results? That means if your product isn’t showing up there, you’re practically invisible. Amazon PPC marketing puts you on page one, but it’s not as simple as paying the highest price for an ad.

Every single search on Amazon triggers an instant auction where your ad competes against others. Your bid matters, but so does how relevant and strong your product listing is. Here’s a more detailed guide on how this works.

What is PPC on Amazon?

Amazon PPC is Amazon’s advertising system that allows sellers to bid on keywords so their products appear in search results or on product detail pages. Instead of paying upfront, you only pay when someone clicks your ad.

PPC ads are one of the most effective ways to boost visibility, get sales, and improve organic ranking. When your ad generates sales, Amazon’s algorithm sees that your product is relevant and rewards you with higher organic placement too. 

The Three Main Types of Amazon PPC Ads –

Sponsored Products

This is the most widely used ad format on Amazon and for good reason. Sponsored Products account for around 70–80% of all Amazon ad spend. They look almost identical to a regular product listing, except for the small “Sponsored” tag. You’ll see them in search results, product detail pages, and sometimes even within carousels like “Customers also bought.”

Sponsored Brands

Sponsored Brands ads are the big banner-style ads you see at the very top of search results. They feature your brand logo, a custom headline, and up to three of your products. They always appear in premium placements, usually at the very top of search results, sometimes on the left side, and occasionally at the bottom of a page.

Sponsored Brands are less about immediate clicks and more about brand recognition. According to Amazon, they can increase brand awareness by up to 24% compared to running only Sponsored Products. That’s because they let you highlight multiple products together instead of just one.

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