Sponsored Products

Help Amazon customers discover and purchase products that you sell on Amazon with ads that appear in search results and on product pages.

How Sponsored Products work

Get discovered

Ads appear right where customers will see them, such as the first page of search results and product pages, providing an instant visibility boost.

Increase sales

Sponsored Products help you grow your sales on Amazon by reaching customers who are searching for products like yours and driving them to your product page.

Control costs

Ads are cost per click, so you pay only when customers click your ads. You control how much you spend by setting your budget and choosing how much to bid per click.

Who can use Sponsored Products?

Sponsored Products are available for professional sellers, vendors, book vendors, and agencies. Products must be in one or more eligible categories and be eligible for the Buy Box in order to advertise.

How to get started


Choose the products you want to advertise.


Decide which keywords to target and how much you want to bid for clicks.


Get started with a small budget and create an ad in minutes.

Frequently asked questions

Is this product the same as the Sponsored Products that was offered by Souq?

No, Amazon Advertising's Sponsored Products is a different product that was developed separately.

How does Amazon's Sponsored Products differ from Souq's Sponsored Products?

If you previously advertised with Souq's product, here is what you should know about the way that Amazon Advertising's Sponsored Products operates:

  • Sponsored Products ads appear only on Amazon and not on any third-party sites.
  • Both sellers and vendors on Amazon can use Sponsored Products.
  • Advertisers are charged on a cost-per-click basis, with no additional fees
  • Advertisers pay for clicks either by credit card or deduction from their seller or vendor account balance.
  • Sponsored Products advertisers can choose which products to advertise, which keywords to target, and what to bid for a click.
  • Once a Sponsored Products campaign is launched, the ads are eligible to serve immediately.
Where will my Sponsored Products ads appear?

Your ads may be displayed in search results and on product pages. Ads may appear on both desktop and mobile.

How much does Sponsored Products cost?

You bid the maximum amount that you're willing to pay when a shopper clicks an ad for your product. The more competitive your bid, the more likely your ad is to be displayed when it matches an Amazon customer's search.

What products are not eligible for Sponsored Products?

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

What is the Buy Box?

The Buy Box is the box on a product detail page where customers begin the purchase process by adding items to their shopping carts. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may compete with other merchants to appear in the Buy Box. Amazon uses performance-based criteria to determine your Buy Box eligibility and placement status.

What results can I expect from Sponsored Products?

Sponsored Products can help you achieve a variety of goals, from generating awareness of a new product to promoting seasonal items or creating more demand for a best seller.

We provide a range of tools and reports that make it easy to analyze campaign performance and measure success. Once you have launched your campaign, you can view all reports on the reporting page.

What is CPC advertising, and how do I use it?

Cost-per-click (CPC) advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and the advertiser is charged only when a customer clicks the ad. Sponsored ads—such as Sponsored Products and Sponsored Brands—run on the CPC model.