Amazon Sponsored Products
Drive product discovery and sales by placing ads directly in front of high-intent Amazon shoppers at the moment they are searching to buy, with full closed-loop attribution tied to actual purchases.
Last updated Jun 6, 2026 by the ATDb Editorial Team
- Industry
- Retail Media / Search Advertising
- Business Model
- Marketplace / Self-Serve Advertising Platform
- Target Market
- SMB, Mid-Market, Enterprise
- Employee Count
- 10000+
- Revenue Range
- $30B+ (estimated share of Amazon Ads total revenue)
- Stock Symbol
- AMZN
- Parent Company
- Amazon Ads
- API Available
- Yes
Dominant leader in retail media advertising; the most widely used sponsored ad format on the world's largest e-commerce marketplace
Amazon Sponsored Products is the flagship advertising solution within Amazon Ads, enabling sellers, vendors, and brands to promote individual product listings across Amazon's marketplace. Ads appear in highly visible placements including search results pages and product detail pages, operating on a cost-per-click (CPC) auction model where advertisers only pay when a shopper clicks their ad. The product supports both automatic targeting (where Amazon's algorithm matches ads to relevant queries) and manual targeting (keyword and product-level targeting), giving advertisers granular control over campaign performance. As the most widely used and foundational product in Amazon's advertising portfolio, Sponsored Products is central to the e-commerce advertising ecosystem. It serves a massive range of advertisers — from individual third-party sellers on Amazon Marketplace to large consumer packaged goods brands — making it one of the highest-revenue digital advertising products globally. Amazon Advertising as a whole generated over $46 billion in revenue in 2023, with Sponsored Products representing the largest share of that figure. In the broader AdTech landscape, Amazon Sponsored Products competes directly with Google Shopping Ads and Walmart Connect for retail media spend, and is widely considered the dominant retail media ad format in the United States. Its deep integration with Amazon's first-party purchase intent data, massive shopper audience, and closed-loop attribution (connecting ad clicks to actual purchases) gives it a structural advantage that few competitors can match. It is a cornerstone of any brand's retail media strategy.
Sponsored Products
CPC ads that promote individual product listings in Amazon search results and product detail pages
Automatic Targeting
Amazon's algorithm automatically matches ads to relevant customer search queries and products
Manual Keyword Targeting
Advertisers select specific keywords (broad, phrase, exact match) to trigger their ads
Product Targeting
Target specific ASINs or product categories to place ads on competitor or complementary product pages
Dynamic Bids
Amazon automatically adjusts bids in real time based on likelihood of conversion
Placement Multipliers
Bid adjustments for top-of-search, rest-of-search, and product page placements
Campaign Manager
Self-serve dashboard for creating, managing, and optimizing Sponsored Products campaigns
Search Term Reports
Detailed reporting on which customer search queries triggered ads and drove clicks/sales
Negative Targeting
Exclude specific keywords or products to prevent irrelevant ad spend
Budget Rules
Automated budget adjustments based on performance thresholds or seasonal events
- 2012Founded