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This article applies to selling in: United States

Advertise with Amazon

Advertising with Amazon can help you grow awareness of your brand and reach shoppers searching for products like yours.

With our cost-per-click advertising, you can manage your campaigns with our Campaign Manager tools and reports. You can see how much you’re spending for clicks on your ads, target keywords shoppers are using, and measure the impact of your campaigns. You can adjust your budget and bids at any time to test what’s working well, and to test new keywords.

We have two kinds of cost-per-click advertising solutions: Sponsored Products and Headline Search Ads.

Sponsored Products promotes the individual products you list on Amazon. You choose which products to advertise, assign keywords, and enter a cost-per-click amount. When a shopper searches for one or more of your keywords, your ad is eligible for display. When shoppers click on your Headline Search Ad, you can specify whether they will go to the Amazon Store for your brand, or any page that displays your products on Amazon.

Learn more about Sponsored Products

Headline Search Ads increases awareness of your products. The ad creative you build includes a headline, logo, and product images. When a shopper clicks on a Headline Search Ad, they are taken to a page featuring a collection of products for your brand. Learn more about Headline Search Ads

Here are some key feature differences between Sponsored Products and Headline Search Ads.

Feature Sponsored Products Headline Search Ads
Automatic targeting Yes No
Negative keywords Yes No
Campaign structure Campaigns, Ad groups, Ads, Keywords Campaigns, Creatives, Keywords
Budget options Daily budget Daily budget, Lifetime budget
Ad moderation No Yes
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