Advertising on Amazon can feel overwhelming for first-time advertisers, especially with multiple ad formats and strategies to consider. If you’re just getting started and want a reliable, low-barrier way to reach shoppers, Sponsored Products is the ideal entry point.
Sponsored Products ads help promote individual product listings directly within Amazon’s shopping experience, right where customers are searching, browsing, and making purchase decisions.
Even better, you don’t need prior advertising experience to launch. In just a few minutes, you can create your first campaign and begin driving traffic and sales.
This guide covers everything a new advertiser needs to know, from eligibility requirements to launching and optimising your first Sponsored Products campaign.
Step 1: Check Your Eligibility
Before you begin advertising, it’s important to confirm that your account and products meet Amazon’s eligibility criteria.
Account Requirements
To advertise with Sponsored Products, you must have:
- An active Professional Seller account or
- An approved Vendor account
Product Eligibility
Your products must fall within supported categories.
Currently, Sponsored Products does not support:
- Adult products
- Used products
- Refurbished products
- Products in closed categories
Additionally, not all products or features are available in every Amazon marketplace, so availability may vary by region.
Understanding the Featured Offer Requirement
One of the most important eligibility factors is whether your product qualifies for the featured offer (formerly known as the Buy Box).
The featured offer is the section on a product detail page that includes the Add to Cart and Buy Now buttons. Since multiple sellers can offer the same product, Amazon automatically selects which offer is featured based on factors such as price, availability, fulfillment method, and seller performance.
Why This Matters:
If your product is not winning the featured offer, your Sponsored Products ads will not display.
To improve your chances of winning the featured offer:
- Maintain competitive pricing
- Keep products consistently in stock
- Deliver strong customer service and fulfillment performance
Step 2: Define Clear Advertising Goals
Before creating your first campaign, take a moment to define what success looks like for your business. Clear goals will guide every decision, right from which products to advertise to how you measure results.
Common Sponsored Products Goals
- Increase product or brand visibility
- Drive traffic to product detail pages
- Improve sales performance
- Support new product launches
- Boost low-performing listings
- Clear excess inventory
Ask yourself:
- Am I trying to introduce a new product to shoppers?
- Do I want more visibility for products that aren’t selling well?
- Is my priority traffic, sales, or brand awareness?
Your answers will shape your campaign strategy.
Step 3: Choose the Right Products to Advertise
Not all products are equally suited for advertising. Selecting the right ASINs can significantly impact your campaign’s performance.
What to Look for When Choosing Products
Focus on products that:
- Are in stock
- Consistently win the featured offer
- Are priced competitively
- Have strong customer feedback
Ideal Product Characteristics
- Featured offer win rate of 90% or higher
- High session volume (frequently viewed product pages)
- At least 5 customer reviews
- Ratings of 3.5 stars or higher
How Sellers Can Find Top ASINs
In Seller Central:
- Go to Reports
- Select Business Reports
- Choose Detail Page Sales and Traffic by Child Item
- Sort by featured offer percentage
Products with both a high featured offer rate and strong traffic are excellent candidates for Sponsored Products campaigns.
Step 4: Audit and Optimise Your Product Detail Pages
Once a shopper clicks your ad, the product detail page does the heavy lifting. Even the best ad can’t compensate for a weak listing.
Before advertising, make sure your product pages are fully optimised.
Key Elements of a High-Quality Product Detail Page
1. Clear, Concise Titles
- Aim for around 60 characters
- Avoid keyword stuffing
- Ensure the title isn’t truncated in ad placements
2. High-Quality Images
- Include four or more images
- Show the product from multiple angles
- Highlight key features and use cases
- Demonstrate scale, functionality, or lifestyle use where possible
3. Informative Bullet Points
Include at least three bullet points that clearly explain:
- Key features and benefits
- Materials, dimensions, or specifications
- Usage instructions or age/skill suitability
- Country of origin, if relevant
4. Compelling Product Description
Write a short, engaging narrative that:
- Explains how the product solves a problem
- Highlights its unique value
- Reinforces trust and quality
5. Relevant Search Terms
Use backend search terms to help shoppers find your product:
- Include common shopping phrases
- Cover features, materials, size, and use cases
- Avoid repetition and irrelevant keywords
Step 5: Understand How Sponsored Products Work
Sponsored Products ads promote individual listings across Amazon, including:
- At the top of the search results
- Within search results
- On product detail pages
- Across desktop and mobile devices
Ads are triggered based on relevant keywords or product targeting.
Why Sponsored Products Are Ideal for Beginners
- No upfront or monthly fees
- You control your daily budget
- You only pay when a shopper clicks your ad
- Campaigns are quick and easy to set up
You set the maximum bid you’re willing to pay per click. More competitive bids increase the likelihood of your ad showing when it matches a shopper’s query.
Step 6: Create Your First Sponsored Products Campaign
Once you’re ready to launch, follow these steps:
Where to Start
- Sellers: Go to Seller Central → Advertising → Campaign Manager
- Vendors: Log in to the Amazon Ads console and select Sponsored Products
Campaign Setup Checklist
- Select Products
- Group similar items together
- Focus on competitively priced, high-performing products
Name Your Campaign
- Use a clear, simple naming convention for easy tracking
Set Your Daily Budget
- Starting with as little as $10 per day can generate clicks and sales
Choose Campaign Duration
- Start immediately
- Consider running with no end date for ongoing visibility
Select Targeting Type
- Choose automatic targeting to let Amazon match your ads with relevant searches
Set Your Bid and Launch
- Choose how much you’re willing to pay per click
- Review and launch your campaign
Keep Learning and Improving
Your first campaign is just the beginning. As you gather performance data, you can refine bids, adjust budgets, and explore manual targeting for more control.
If you want additional guidance, Amazon Ads Academy offers free courses on:
Sponsored Products fundamentals
- Keyword targeting
- Bidding strategies
- Campaign optimisation
Final Thoughts
Sponsored Products offers new advertisers a simple, flexible, and powerful way to reach customers at the exact moment they’re ready to shop. By choosing the right products, optimising your listings, and starting with clear goals, you set a strong foundation for long-term advertising success on Amazon.
With thoughtful preparation and consistent learning, your first Sponsored Products campaign can become a reliable driver of traffic, sales, and growth.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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