Amazon Sponsored Products
Connects sellers and brands with high-intent shoppers at the moment of purchase consideration on Amazon, driving measurable sales lift through a pay-per-click model with no minimum spend requirement.
Last updated Jun 14, 2026 by ATDb automated enrichment · Connections updated Jun 15, 2026
At a glance
- Employees
- 10000+
- Revenue
- Part of Amazon Advertising, which exceeded $46B in revenue in 2023
- Stock
- AMZN
About
The dominant retail media search advertising product globally, serving as the primary CPC ad format within the world's largest e-commerce marketplace
Amazon Sponsored Products is one of the most widely used retail media advertising formats in the world, enabling sellers, vendors, and brand owners to bid on keywords and product targets to surface their listings prominently within Amazon's search results and product detail pages. Operating on a cost-per-click (CPC) model, advertisers only pay when a shopper clicks on their ad, making it accessible to businesses of all sizes — from individual third-party sellers to large consumer packaged goods brands. The format is deeply integrated into Amazon's shopping experience, appearing in top-of-search, rest-of-search, and product page placements across desktop and mobile surfaces. Sponsored Products is a cornerstone of Amazon Advertising's broader portfolio, which also includes Sponsored Brands, Sponsored Display, and the Amazon DSP. It is widely regarded as the highest-ROI entry point into Amazon's advertising ecosystem due to its direct connection to purchase intent — ads appear at the moment shoppers are actively searching for relevant products. Campaigns can be managed manually with custom keyword bids or automatically using Amazon's machine learning-driven targeting, which matches ads to relevant search queries based on product listing content. In the AdTech ecosystem, Amazon Sponsored Products competes directly with Google Shopping and Walmart Connect as a retail media channel, and has become a critical growth lever for brands seeking to win on the world's largest e-commerce platform. Amazon's advertising business — of which Sponsored Products is a primary revenue driver — generated over $46 billion in revenue in 2023, underscoring its massive scale and significance. The product is managed through the Amazon Ads console and is also accessible programmatically via the Amazon Ads API, enabling third-party tools, agencies, and technology partners to build sophisticated campaign management solutions on top of it.
Business model
Self-Serve Advertising Platform
Target market
SMB, Mid-Market, Enterprise
What they offer
Automatic Targeting
Amazon's ML-driven targeting automatically matches ads to relevant customer searches based on product listing content, requiring no manual keyword input.
Manual Keyword Targeting
Advertisers select specific keywords and set individual bids using broad, phrase, or exact match types to control ad placement precision.
Product Targeting
Allows advertisers to target specific ASINs or product categories, enabling competitive conquesting and complementary product placements.
Bid Optimization (Dynamic Bidding)
Amazon automatically adjusts bids in real time based on the likelihood of conversion, with options for down-only, up-and-down, or fixed bidding strategies.
Placement Multipliers
Advertisers can increase bids by a percentage for top-of-search or product page placements to prioritize high-value ad positions.
Campaign Budget Controls
Daily and lifetime budget caps give advertisers full control over spend, with no minimum budget required to launch campaigns.
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Yes
- 2012Founded