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This article applies to selling in: United States

Ad display auction

When shoppers search or browse Amazon for products to buy, we run ads through an ad display auction to determine which ones to show to the shopper based on their search.

How the auction works for Sponsored Products ads


  1. When a shopper searches Amazon for products, Sponsored Products runs a real-time auction to decide which ads, if any, will appear for that specific search and in which order those ads will show on the page.
  2. Ads selected to compete in the auction must first have keywords that match the search and meet a minimum relevance criteria.
  3. Ads that are not currently winning the Buy Box will be removed from the auction.
  4. Ads that compete in the auction are ranked and displayed to Amazon shoppers based on a combination of the seller’s bid and the ad’s relevance to the shopper’s search.
Note: You are only charged when a customer clicks your ad, not when a customer views your ad.

Tips for Sponsored Products auctions

To maximize your ad's chances of receiving an impression, you'll want to:

  • Ensure you are eligible to win the Buy Box.
  • Use relevant keywords.
  • Bid competitively.
  • Set up your daily budget so that your ads can run continuously.
  • Make your listings complete and accurate, checking the title, brand, description, bullet points, and keywords.

How the auction works for Sponsored Brands


  1. When a shopper searches Amazon for products, Sponsored Brands runs a real-time auction to decide which ads, if any, will appear for that specific search.
  2. Ads selected to compete in the auction must first have keywords that match the search and meet a minimum relevance criteria.
  3. Ads do not need to win the Buy Box to be shown.
  4. Ads that compete in the auction are ranked based on a combination of the seller’s bid and the ad’s relevance.
  5. The winning ad will be shown above the shopper’s search results.

Tips for Sponsored Brands auctions

To maximize your ad’s chances of receiving impressions, you’ll want to:

  • Ensure that your brand headline and product offerings match.
  • Use relevant keywords for both your brand headline and your product offerings.
  • Bid competitively.
  • Set up your daily or lifetime budget so that your ads can run continuously.
  • Keep advertised products in the same category to increase relevancy for the auction search terms.
Note: If you have a brand with diverse product offerings, consider creating multiple Sponsored Brands for your different categories to effectively target customer searches for specific product lines.
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