Amazon is the third-biggest digital advertising company, beaten only by Google and Meta. Amazon’s algorithm uses keywords to decide on relevant search results, and puts a lot of emphasis on sales conversions resulting from these searches. Listings with a high conversion rate and good sales history will rank higher, leading to better traffic, better sales, and the cycle continues! Amazon Ads boost your chances of products matching with searches, providing more opportunities for brand awareness and sales.
Although Amazon continues to be one of the biggest players in eCommerce, it’s a super competitive space within the platform. Here are the Amazon Ad Specs you need to leave your competition behind and get the first spots on the product listing page!
Let’s look at Amazon in numbers:
- Over 315 million active users, and over 80% from the US
- Over 9.7 million sellers, more than 2 million actively selling in 2024
- Third-party sellers make up 60% of Amazon’s seller base
- Generated over $620 billion in revenue in 2024, a 12% increase since 2023
- Operates in over 100 countries worldwide
With nearly everyone checking Amazon while shopping on the web, it is the go-to place for digital marketing!
Amazon Ad Campaigns
Amazon Advertising, previously known as Amazon Marketing Services (AMS), can be broken down into two categories.
- Self-Service Amazon PPC (Pay-Per-Click)
- Managed-Service Amazon DSP (Demand-Side Platform)
PPC ads can be used by professional sellers and brand registered sellers on Amazon, and is the most common platform for these sellers. PPC advertisers pay for clicks only, meaning you only pay when people click on your ad, regardless of how many people see it. This is a great way to start out while keeping costs low. This category includes Sponsored Products, Sponsored Brands and Sponsored Display Ads.
DSP ads are available to advertisers, whether you sell products on Amazon or not. Unlike PPC, these ads require contacting Amazon Advertising to begin, as well as a large budget, normally over $50,000. This category includes Video Ads, Custom Ads, Audio Ads, Amazon Posts and Amazon Live. (display ads?)
To make this process easy, we have listed all Amazon Ad programmes and specs, including those that don’t need brand registration.
Amazon ad objectives
- Increase Conversions: turning amazon your viewers into buyers
- Brand Awareness: expanding your audience
- Boost Brand Loyalty: engage your existing audience to become repeat customers
- Consideration: engaging shoppers before they buy
Amazon Ad Specs for 2025
There are 3 main Amazon Ad Campaign types:
- PPC
- DSP
- Additional
Amazon Ads - PPC
Sponsored Products
Sponsored Products are the most popular form of Amazon ad, and also one of the most effective. Not only are they easy to understand, but they’re one of the lower cost Amazon ads, great for promoting on a budget! Sponsored Products can appear at both the top of the search results page and throughout the results. The main objective here is to increase sales and attract traffic by promoting specific products you want to sell, and showing in searches based on keywords. These ads are displayed with a sponsored tag but blend in well with the organic search results. Since 2023, they now appear on other apps and websites including Pinterest, BuzzFeed and Mashable. Sponsored Products are a great way to gain visibility, appearing when shoppers are browsing for similar products. There’s also no need to be Brand Registered!
You can choose from two types of Sponsored Product Ads: Automatic and Manual
- Automatic – Amazon decides what keywords to target based on your product. This option is quick and easy, but there are only a few optimization options.
- Manual – You choose your own keywords and set custom bids, as well as choosing between broad match (targeted keywords and additional keywords included), exact match (keywords exactly as you write them) or phrase match (keywords in the order they are entered, but may include other words). You can also choose between keyword and product targeting.
Sponsored Brands
Sponsored Brands, previously known as Headline Search ads appear on product pages and within shopping results. The aim of these are to boost brand awareness, increase visibility and increase sales, and they are only available for Brand Registered sellers. You can advertise up to three products, as well as featuring a headline and logo. When this ad is clicked, it directs customers to your landing page, Amazon Store or one of the products in the ad. You can choose between keyword or product targeting, and all formats must include a headline and a Call To Action (CTA). The headline must be relevant to at least one product in the ad, and the CTA can’t be button shaped.
There are three formats to choose from: Product Collection, Store Spotlight and Video.
- Product Collection: this is the main type of Sponsored Brand Ad, where you can feature 3 different categories and drive traffic to your landing page or Amazon store.
- Must include a landing page, multiple products, and custom brand imagery
- Image resolution: 72 ppi
- Image formats: 728×90, 800×90, 300×250, 160×600, 245×135, 900×45.
- Store Spotlight: this can only be used if you have an Amazon Store, as clicking the ad leads customers directly to your Amazon store. These ads display four unique products, as well as a custom headline and brand logo.
- Video: Videos appear on product pages, and automatically play with no audio so make sure you add captions! These ads can link directly to the product detail page, and contain your brand name, logo and product image.
- Duration: 6-45 seconds
- Dimensions: 1280×720, 1920×1080, or 3840x2160px
- Size: 500MB max
- Format: .MP4 or .MOV
- Aspect Ratio: 16:9
- Video codec: H.264 or H.265
- Audio codec: PCM, AAC or MP3
Sponsored Display
Sponsored Display is the most recent addition to PPC ads on Amazon. These ads are targeted to customers based on their interests and behaviours, showing your products to those who have browsed similar categories. You can also re-engage with those who have viewed your product page in the last 30 days but not yet purchased your products. Sponsored Display Ads show both on the Amazon website and third-party sites, and are only available for Brand Registered sellers. Ads are automatically generated to target specific audiences and show up on product detail pages. They are a great way to get attention from customers that are interested in your competitors, and only 25% of sellers are taking advantage of this strategy!
- Image resolution: 72 ppi
- CTA text is not permitted
- Mobile sizes: 300×250, 414×125, 320×50
- Desktop sizes: 320×50, 300×250, 160×600, 300×600, 650×130, 728×90, 970×250, 980×55
There are three targeting options for this ad: Product Targeting, Views Remarketing and Audience Interests.
- Product Targeting: target those browsing your products, your competitors products, or other similar products.
- Views: retarget customers who have viewed your listing in the last 30 days, giving them reminders to return.
- Audience: boost brand awareness by displaying to those browsing similar categories.
Amazon Ads - DSP
These ads are great for brand-building, and deliver display ads on Amazon as well as many other websites. DSP uses audience-based targeting, rather than keyword targeting. This is great for retargeting customers who have previously engaged with your product page or purchased your product. Not only this, but it is excellent for finding new audiences by targeting shoppers who are browsing similar products.
Video Ads
Video Ads allow you to target customers and promote products on Amazon’s websites, mobile apps, streams, and the Fire tablet wake screen. They have very high conversion rates when capturing the right audience, and come with a clickable link to your product or store.
- Aspect Ratio: 9:16 or 16:9 (vertical or horizontal)
- Must be understandable without audio
- Subtitles must be in the local language
- Duration: 3 mins max
- Size: 500 MB max
- Placements:
- Home Page: 300×250
- Detail Page: 970×250 (Desktop) or 414×125 (mobile)
Audio Ads
Audio Ads help you to target niche audiences during their screen-free moments through Amazon Alexa and Amazon music.
- Duration: 10-30 seconds max
- Size: 1MB max
- Format: WAV, MP3, OGG
- Headline: 19 characters max
- Companion image:
- 1024x1024px
- 750kb max
- JPEG, JPG or PNG format.
- Alexa Home Screen Ads:
- Background image: 1920×1080 pm, File: 450kb, Format: JPG
- Logo image: 700×350, weight 450kb, format: PNG
- Video: 1280x720px minimum, 16:9 aspect ratio, 500mb weight, format: MP4, M4V, MOV or MPEG. Duration: 6 seconds – 3 mins max.
Amazon Posts
Amazon Posts allow you to share your brand story to shoppers browsing different categories. When clicked on, it will lead them to your product page.
Amazon Live
Amazon Live is a great way to engage with customers while building brand awareness and showcasing products. You can stream live and speak directly to potential customers, while running promotions that are exclusive to these live viewers. This live video can be seen when customers have clicked your products.
Amazon Ads - Additional
Lockscreen Ads
Lockscreen Ads bring the CPC model to Kindle Direct Publishing (KDP) authors and Amazon book vendors. This allows you to promote ebooks directly to your customers, and engage with your readers on Kindle and Fire tablets.
Amazon Attribution
Amazon Attribution is a free tool that you can use to measure your marketing efforts on third-party sites, such as Meta and Google. It provides analytics and insights on how these ads are performing, and how they have boosted your Amazon sales.
Custom ads
Custom Ads can include any of the ad formats available on Amazon. The Amazon team collaborates to create solutions that are customised to all of your goals, with the aims of building brand awareness, consideration and conversion.
Amazon Stores
Amazon Stores are a self-service solution that promotes your brand and products in an interactive way, allowing you to display your best sellers, post videos and tell your brand’s story.
- Headline must not contain all caps
- File size: 5MB max
- Each page can have max 20 sections
- 4 background video tiles
- 1 gallery tile
- 1 product grid tile
- 1 features deals tile
- 1 recommended products tile
Why Amazon Ads?
It’s no secret that Amazon continues to grow year after year. Since being founded in 1994, Amazon has become the world’s largest online retailer, generating nearly 15 billion dollars in ad revenue in Q3 2024 alone!
Amazon PPC ads are one of the best ways to take full advantage of the Amazon customer base with high buyer intent, getting more eyes on your products, more reach, and more sales. When you start using these ads, Amazon provides several metrics to judge their performance and understand your ads, including
- Clicks
- Impressions
- Spend
- Sales
- Advertising Cost of Sales (ACOS)
- Return On Ad Spend (ROAS)
Amazon advertising is a great way to elevate brand awareness, generate more sales and increase profits. Harness the power of Amazon advertising today and capture your target audience!
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