Understanding and Creating Sponsored Brand Ads
Sponsored Brand ads are designed to showcase your brand, drive traffic to your Amazon storefront, or direct customers to specific product pages. These ads offer more creative customization options than standard Sponsored Product Ads, appearing as videos, store spotlights, or product collections.
1. Naming and Setting Up Your Strategy
Name Your Strategy: Choose a name that reflects the products you’re advertising or the goal of your strategy.
Select Your Brand: Choose the brand you’ll be promoting within the strategy.
2. Choosing an Algorithm
Select an Algorithm: Choose the appropriate algorithm to power your strategy. If you’re not familiar with the different algorithm types, refer to the first video in this module titled “Main Strategies.”
3. Choosing Your Ad Format
Product Collection Ads: Promote multiple products from a selected landing page, directing traffic to either a product listing or a store page.
Store Spotlight Ads: Specifically designed to drive traffic to your store and specific store sub-pages.
Video Ads: Promote your brand or a product using a video, directing traffic to your store or a product detail page.
Choose the format based on the type of ad you want to display.
4. Fine-Tuning Your Creative
For this demonstration, we’ll proceed with a Store Spotlight ad, but the process is similar across formats.
Input Your Headline: Enter a headline that will appear as the title of your ad, highlighting the unique benefits of your brand or products.
Upload Your Brand Logo: Select and upload your brand logo to be displayed in the ad.
Select Pages and ASINs: Choose the sub-pages and ASINs you want to display. You can preview how your ad looks by clicking "Show Preview." If needed, adjust by clicking “Change Page” to select a different sub-page or “Change Image” to showcase a different product.
Once satisfied, do a final review of your ad and submit it.
How to create a standard Sponsored Brand strategy
Go to the Left Side Bar and Select Sponsored Brand (abbreviated as "SB") and click on " Create Strategy ".
How to upload a video?
The video upload technology relies on the existing campaigns in your Amazon Advertising Console. You can also manually upload videos directly through Astra's dashboard. You'll see this option during the process of creating your SB strategy.
Why my campaign is refused by Amazon?
SB campaigns are manually reviewed by amazon and their approval may change depending on the reviewer. Sponsored brand strategies' (including Video Ads, Product Collection Ads, and Storefront Ads) campaigns require approval from Amazon before they can go live.
This is because Sponsored Brand ads often include custom creatives, which Amazon reviews to ensure they meet policy guidelines.
What to expect:
Your campaigns are in Amazon’s approval queue, which may take a few days.
If a campaign is not approved, Astra will automatically re-submit it until it gets approved — no action needed on your end.
So hang tight — once approved, the campaigns will start running and appear in your dashboard.
Check out our Video on creating Sponsored Brands Ad Types