{"id":84480,"date":"2020-10-20T16:03:00","date_gmt":"2020-10-20T16:03:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/blog\/amazon-sponsored-products-how-to-place-your-products-before-the-organic-search-results\/"},"modified":"2025-12-04T15:08:38","modified_gmt":"2025-12-04T15:08:38","slug":"amazon-sponsored-products-how-to-place-your-products-before-the-organic-search-results","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/amazon-sponsored-products-how-to-place-your-products-before-the-organic-search-results\/","title":{"rendered":"Amazon Sponsored Products: How to place your products even before the organic search results"},"content":{"rendered":"

Every refined sales strategy on Amazon also includes advertisements. Sponsored Products Ads are among the most well-known formats \u2013 both among sellers, vendors, and customers. They belong to the PPC area of Amazon Advertising and promote a specific product through an ad in the search results for a particular keyword.<\/p>

For less experienced online retailers or newcomers in the Amazon sector, the many different advertising formats of the trading platform can quickly become confusing. Therefore, we clarify here the most important questions about Sponsored Products in Amazon advertising: How do Sponsored Products work, how can sellers create them, and how can such campaigns be strategically used to increase the conversion rate?<\/p>

What are Amazon Sponsored Products?<\/h2>

On Amazon, Sponsored Ads are well-known among customers and popular with sellers. They represent the third important component within Amazon PPC<\/a>, alongside Sponsored Brands and Sponsored Display Ads. They are placed on the search results page, for example, between a Brand Ad and the first organic search results. However, placement within the organic results of a search results page or on a product detail page is also possible. Sponsored Products are very easily recognizable, simply by the fact that they are marked with the label “sponsored” under the product image on the left.<\/p>

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Characteristic of Sponsored Products ads on Amazon is that they always promote a specific product. Customers who click on such an advertisement will always be directed to the respective detail page. It is not possible to link to a different page. Furthermore, these ads are mostly keyword-based (Keyword Targeting). This means that an advertisement is displayed for a specific keyword. In the example above, for instance, four different listings of disposable masks are promoted for the keyword “mouth and nose protection.”<\/p>

Successfully advertising on Amazon \u2013 Requirements<\/h3>

You benefit the most from your advertisement when it is displayed in the first position, thus having higher visibility than your competitors’ ads. The following requirements must be met for this:<\/p>

  1. You must either be the only person bidding on the relevant search terms, or you must have bid more on the keyword than your competitor.<\/li>
  2. If you sell Private Label products, they must be registered in the Amazon Brand Registry, and you as the advertiser must manage the listing.<\/li>
  3. Your product must be placed in the Buy Box. This applies to both retail goods and Private Label products. What this specifically requires can be found in our article \u201cEverything Important about Amazon Buy Box: Seller Performance, Qualification, and More!\u201d<\/a>.<\/li><\/ol><\/div>

    Example case:<\/p>


    You sell mouth and nose protection masks and want to advertise these products on Amazon under the keyword “mouth and nose protection.” After researching the topic of PPC advertising on Amazon and analyzing your competitors’ strategies, you find that a competitor has bid 30 cents on the same keyword (“mouth and nose protection”). Therefore, you bid 31 cents and are favored by the algorithm. Additionally, you use repricing software that gives you a Buy Box share of up to 95%. After you have launched the advertisement, your ad competes with that of your competitor. However, your ad is favored by the algorithm, resulting in your masks selling better than those of the competition.<\/p>\t\t

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    Why should sellers advertise their products at all?<\/h3>

    The much-cited competition on Amazon is not exaggerated, as the trading platform operates on this basis: the excellent user experience has already attracted millions of customers, and more are coming, which in turn encourages sellers to sell through Amazon as well. The increased selection improves the customer experience \u2013 and the cycle starts all over again.<\/p>

    This also means: As a search engine for products, Amazon is becoming increasingly important. At the same time, sellers are finding it more difficult to place their listings visibly. High visibility is a prerequisite for sales and thus success on Amazon. Sponsored Products and other PPC campaigns can effectively increase this visibility. In addition to solid SEO, sponsored products are therefore an important component of the sales strategy to increase market share and revenue.<\/p>

    In addition, Amazon Sponsored Products Ads also serve well during the launch of a product. Here, too, the primary goal is to increase its visibility \u2013 after all, new products have no reviews<\/a> and no or only a poor ranking. Advertising can improve both.<\/p>

    \"Amazon<\/figure><\/div>

    However, Amazon sellers should not create Sponsored Products Ads individually for just one or another product. To generate maximum success, a refined strategy and the combination with other advertising formats are needed. In any case, a comprehensive keyword research must be conducted first.<\/p>

    In addition, there are different match types, known as “Match Types,” that determine how high the match between the keyword and the search term for the advertisement can be. If the advertiser chooses the broad match type, many search terms are covered with relatively little effort. However, this affects precision, and the conversion rate decreases. Exact match types are more precise but also require more effort.<\/p>

    More information on the topic of PPC strategy and the setup of Sponsored Products advertising campaigns can be found here: \u201cStructuring Sponsored Products Ads Correctly\u201d<\/a>.<\/p><\/blockquote>

    What do these ads cost on Amazon?<\/h3>

    Amazon Sponsored Products are allocated using the PPC method. “Pay per Click” means that the advertiser does not pay for merely displaying the advertisement (so-called impressions), but only when a customer actually clicks on the ad. However, it is impossible to provide a general answer regarding the total cost of Amazon Sponsored Products ads or campaigns and what the standard bid per click (Cost per Click \/ CPC) is, as this depends on several variable factors.<\/p>

    First of all, each advertiser places a bid on how much they are willing to pay for a click, for example, \u20ac0.45. The highest bidder wins the contract and occupies the first ad position. Therefore, how much a click ultimately costs depends significantly on one’s own bid and the bids of other sellers. The higher the competition for a specific keyword, the higher the click price usually rises, along with the standard bid.<\/p>

    Amazon Sponsored Products vs. Sponsored Brands on Amazon<\/h3>

    The differentiation between Sponsored Products and Sponsored Brands often causes confusion. The differences mainly lie in the structure of the ad, the linking, and the advertising purpose:<\/p>