Amazon Sponsored Brands: Are They Worth It in 2025?

Sponsored Products get all the attention.

But Sponsored Brands? That’s where sellers with brand-registered accounts can quietly win.

If you’ve been ignoring Sponsored Brands because of low click-through rates or confusing formats, this guide is for you.

Let’s break down what Sponsored Brands actually do, when they’re worth it, and how to make them work in 2025.

What Are Amazon Sponsored Brands?

Sponsored Brands are Amazon PPC ads that promote your brand, not just one product.

There are 3 formats:

• Product Collection: A banner ad showing your logo, custom headline, and 3 products

• Store Spotlight: Drives traffic to your Amazon Store

• Video: Auto-play video that leads to a single product (this one performs better than most sellers expect)

These ads show up at the top of search results, on product pages, and in other placements — especially on mobile.

🧠 Note: You must be Brand Registered to run Sponsored Brands.

Sponsored Brands vs Sponsored Products

Here’s a quick breakdown:

Sponsored Products are a must-have. But that doesn’t mean Sponsored Brands should be ignored.

Are Sponsored Brands Worth It in 2025?

Short answer: Yes — if you use them right.

Most sellers skip Sponsored Brands because:

• Click-through rates are lower

• Setup feels more complicated

• They don’t know how to optimize Store pages or creatives

But here’s the truth:

• Sponsored Brands are great for branded search (your own name or product line)

• They work well for retargeting and cross-selling

• Sponsored Brand video ads often have high conversion rates — and less competition

💡 In 2025, Sponsored Brands are still cheaper than Sponsored Display in many cases, especially for brands with solid creatives.

How to Make Sponsored Brands Actually Work

If you want them to convert, skip the “set it and forget it” approach.

🔍 1. Target Branded or High-Intent Keywords

Start with exact match keywords like your brand name, bestsellers, or product category.

Avoid broad terms unless you're ready to test and filter.

🎥 2. Test Video Ads First

Video ads convert well when:

• You focus on product benefits in the first 3 seconds

• Use captions and no sound

• Keep it under 30 seconds

Pro tip: Amazon now lets you create auto-generated videos — try both and compare.

🏪 3. Send Traffic to the Right Page

Don’t send Sponsored Brands to a messy Amazon Store or irrelevant collection.

Make sure:

• Your Store page has a clear hierarchy

• Products are in stock

• Navigation is mobile-friendly

⚙️ 4. Use Performance-Based Bidding

Avoid fixed bids focused on impressions. Choose strategies like “optimize for conversions” or “top of search placement” with tighter targeting.

Sponsored Brands Ad Tips for 2025

• 🧠 Use your logo and a clear headline (e.g. “Plant-Based Protein for Busy People”)

• 🎯 Segment campaigns by product type or audience

• 📊 Track ROAS and CVR separately from Sponsored Products

• 🧪 Test both Product Collection and Video formats

• 🛠 Use Amazon Brand Metrics to see impact on new-to-brand sales

Even if the CTR is low, Sponsored Brands often convert well, especially for repeat buyers or loyal customers.

Final Thoughts + When to Get Help

Sponsored Brands won’t work for every product. But for brand-registered sellers with 2+ solid listings and decent creatives, they’re a powerful tool.

Don’t write them off because your first test didn’t perform.

Test the right formats, target intentionally, and measure the impact over time.

👉 Need help setting up Sponsored Brands that actually convert?

Work with Atlisco Ads — we’ll build and manage your Amazon PPC so you can focus on growing your brand.