Increase product discovery and sales with targeted advertising

Advertise on Amazon

We’re offering $50 in free clicks* when you start advertising

Frequently asked questions



Sponsored Products is a pay-per-click advertising solution that enables you to promote the products you sell with keyword-targeted ads that appear in highly visible placements on You select your products to advertise and choose your keywords or let Amazon target your ads with automatic targeting. You control how much you want to spend on your bids and budgets and can measure your ads' performance.

Sponsored Products may help you increase sales by displaying ads when shoppers look for relevant products. There are no monthly fees; you pay only when an Amazon shopper clicks your ad to go to the detail page where your offer is listed.

Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low glance views, clearance items, and seasonal promotions.

Headline Search Ads are keyword-targeted ads that appear in prominent locations within search results on desktop and mobile. Headline Search allows brands to have a custom headline and logo within the ad creative and drives shoppers to a custom landing page or Amazon Store.

With Headline Search Ads, you can help drive sales and brand awareness with ads in high-visibility locations.

Sponsored Product ads are displayed at the top of or within search results and on product detail pages. Ads may also appear on both mobile and tablet browsers and the mobile and tablet Amazon app. Headline Search Ads appear above and on the left side of search results and at the bottom of the page. Ads may appear on desktop and mobile browsers or in the mobile app.

Sponsored Products ads display individual product listings to Amazon shoppers when searching for relevant keywords. Shoppers who click on the ads are taken to that product’s detail listing page. This can help improve visibility and drive sales.

Headline Search Ads also display to Amazon shoppers when searching for relevant keywords. These ads allow advertisers to upload a customized creative. This can include the brand’s logo, a unique headline, and up to 3 product ASINs. Shoppers who click on the ads are taken to a custom landing page  or Amazon Store, which can help improve brand visibility and drive sales.

The following categories are currently open to advertising:

• Apparel • Entertainment Collectibles • Office Products
• Appliances • Fine Art • Outdoors
• Arts, Crafts & Sewing • Furniture • Patio, Lawn & Garden
• Automotive Parts & Accessories • Grocery & Gourmet Food • Pet Supplies
• Baby • Health & Personal Care • Shoes
• Batteries • Home & Kitchen • Software
• Beauty • Industrial & Scientific • Sports
• Camera • Jewelry • Sports Collectibles
• Cell Phones & Accessories • Luggage • Tools & Home Improvement
• Clothing & Accessories • Movies & TV • Toys & Games
• Collectible Coins • Music • Video Games
• Computers • Musical Instruments • Watches
• Electronics    
  • An active Amazon professional seller account.
  • For Headline Search Ads, enrollment in the Amazon Brand Registry.
  • Ability to ship to all US addresses.
  • Product listings in one or more of the available categories. Products must be new. Used products are not eligible for advertising.
  • For Sponsored Products, eligibility for the Buy Box. If you create a Sponsored Products ad for a product listing that is not eligible for the Buy Box, your ad will not display to Amazon shoppers. Ads that are not eligible are flagged in Campaign Manager under the Advertising tab in Seller Central. Headline Search Ads will be shown to shoppers regardless of who is winning the Buy Box.


Sponsored Products and Headline Search Ads use a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks your ad. The more competitive your bid is, the more likely it is that your ad will be displayed.

When you advertise, Amazon charges for the number of clicks you receive on your ads. Your seller invoice will indicate that charges are for the cost of advertising. You can find these charges in the Selling Fees section of your invoice. By default, your advertising fees are deducted from your selling account balance. The total advertising fee is deducted from your seller account during an invoice period. In the event that your seller account does not have enough funds to cover the cost of advertising, the remaining balance will be charged to the credit card you used to register for Selling on Amazon. If we can’t charge your credit card after multiple attempts, your advertising account will be placed into payment failure.

You do have the option to switch your payment method to deduct from a credit card. Each time your credit card is charged, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.

Your credit card is charged when:

  • You accumulate your first $1.00 worth of clicks. (This transaction is used for validation of your credit card.)
  • You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases according to a "credit ladder." Each time you reach your current credit limit and you make a successful payment, your credit limit increases one level in the credit ladder: to $50, $150, $200, $350, and finally, to $500.
  • You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.

Note: Your credit card is charged each time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card charge will occur more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.

You set a maximum daily amount that you are willing to spend on your ads. For Sponsored Products, the amount you enter is the average daily amount you are willing to spend over a calendar month. For example, if you set your daily budget at $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). For Headline Search Ads, the amount you enter is the maximum daily amount you are willing to spend for each day and does not roll over to the next day.

Creating Ads

Advertising on Amazon is a great way to promote new brands and product line extensions, promote unique selection, improve visibility of offers with low glance views, move clearance items, increase hot-selling items even more, and as a part of seasonal promotion plans to drive holiday sales.

It's up to you to determine the strategy that makes the most sense for your business, and Sponsored Products and Headline Search Ads give you the ability to easily create your own campaign strategy.

A single word or combination of words that are matched to search terms that shoppers use to search for products on Adding keywords to your campaigns determines when your ads may appear.

To get started with Sponsored Products, visit the Campaign Manager under the advertising tab in Seller Central. To create a campaign, give it a name and select either automatic targeting, where Amazon targets your ad, or pick your own keywords with manual targeting. You will set your bid and budget.

You select the products you want to advertise from your existing listings on and organize them into ad groups. You can create multiple ad groups in a campaign and multiple campaigns within your account to organize your advertising in a way that makes sense for your business.

To get started with Headline Search Ads, visit the Campaign Manager under the advertising tab in Seller Central (note: Headline Search is only enabled for sellers who are brand owners). Choose your brand and select the products you’d like to advertise for your campaign. Define your creative look and custom message. Choose your bids and keywords, and finalize your campaign duration and budget. Preview your ad and landing page to ensure it is how you’d like it. Finally, submit your ad for review and approval. Ad moderation can take up to 72 hours. You will receive an email once your ad has been reviewed.

Please review Amazon’s creative acceptance policies.

When shoppers click on your Sponsored Product ad, they will go to the product detail page where your offer is listed. For Headline Search ads, shoppers who click on your custom headline or ad logo are directed to a landing page that contains all the products you've chosen for your campaign or your Amazon Store. If a shopper clicks on any of the products displayed on the creative, they are directed to the specific ASIN’s product detail page.

The products you advertise with Sponsored Products must be eligible for the Buy Box. Headline Search Ads will be shown to shoppers regardless of who is winning the Buy Box.

At this time we do not support adult products, used products, refurbished products, and products in closed categories.

* Terms and Conditions of the Sponsored Products and Headline Search $50 Promotional Credit. For Amazon sellers that register for Amazon advertising products (Sponsored Products or Headline Search Ads) through their seller account from July 1st, 2018 through September 30th, 2018 and registers their payment method before October 31st, 2018, Amazon will apply a promotional credit of $50 to that advertiser's account. Promotional credits will automatically be applied upon the advertiser’s registration of their payment method associated to their advertising account. Any unused promotional credit will expire after 90 days from the date the promotion credit is applied.

  • Advertisers must maintain an advertising account in good standing with Amazon, subject to the terms of the Amazon Services Business Solutions Agreement.
  • Advertisers must provide a valid payment method to receive the promotional credit.
  • This offer and the promotional credit are non-transferable, not for resale, and not redeemable for cash.
  • This offer is void where prohibited and in the event of fraud, mistake, or any failure to satisfy any terms of the offer.
  • Amazon reserves the right, in its sole discretion, to terminate or modify this offer at any time.
  • Limit one promotional credit per seller account.