Sponsored Brands Ad Formats: The Three Types
Sponsored Brands isn’t one ad — it’s three distinct formats that do different jobs. Picking the right one for your goal is half the battle.
Sponsored Brands has three ad formats: Product Collection, Store Spotlight, and Video. Product Collection shows a custom headline, logo, and multiple products; Store Spotlight showcases your Store subpages; and Video plays an auto-playing clip in search. All three require Brand Registry and appear in search results to build awareness at the top of the funnel.
01What Sponsored Brands formats are
Sponsored Brands ads appear in prominent spots in search results — usually a banner above, beside, or within the results — and always feature your brand, not just one product. There are three creative formats, all requiring Brand Registry, and each is suited to a different objective. Choosing well means matching the format to whether you want to drive product discovery, showcase your catalog, or tell a brand story.02Product Collection
The most common format. Product Collection pairs a custom headline and your brand logo with two or more products, sending clicks to a custom landing page or your Store. It’s the workhorse for putting several hero products in front of shoppers at once and is the easiest format to start with.03Store Spotlight
Store Spotlight showcases multiple subpages of your Brand Store, each with its own image and label, driving shoppers into different collections. It requires a multi-page Store and works well for brands with distinct product lines who want to guide shoppers to the right category.04Sponsored Brands Video
Video plays a short, auto-playing (muted) clip directly in search results — highly attention-grabbing and often the strongest performer for engagement. It has its own specs and best practices covered in Sponsored Brands Video, including keeping it 6–45 seconds and showing the product in the first few seconds.05The three formats at a glance
| Format | What it shows | Best for |
|---|---|---|
| Product Collection | Headline, logo & 2+ products | Product discovery, everyday driver |
| Store Spotlight | Multiple Store subpages | Brands with distinct product lines |
| Video | Auto-playing muted video clip | Engagement & brand storytelling |
06Which format to choose
Match the format to the goal. Use Product Collection as your default to promote a set of products; use Store Spotlight when you have a strong multi-page Store and varied lines to guide shoppers through; and use Video when you want maximum attention and have a clip that shows the product fast. Many brands run Product Collection and Video together and measure both on new-to-brand.07Requirements and creative tips
All three formats need Brand Registry, and Store Spotlight additionally needs a live multi-page Store. Write a benefit-led headline, use a clean logo, and for video show the product within the first 2–3 seconds and add captions since it plays muted. Keep creative compliant with Amazon’s policies to avoid rejection.- Sponsored Brands has three formats: Product Collection, Store Spotlight, and Video.
- Product Collection (headline + logo + multiple products) is the everyday workhorse.
- Store Spotlight showcases Store subpages and needs a multi-page Brand Store.
- Video auto-plays muted in search and is often the strongest for engagement.
- All three require Brand Registry and appear in search to build awareness.
Frequently asked questions
What are the Sponsored Brands ad formats?
There are three: Product Collection (a headline, logo, and multiple products), Store Spotlight (showcasing multiple Store subpages), and Video (an auto-playing muted clip in search). All require Brand Registry and appear in prominent search placements.
What is the difference between Product Collection and Store Spotlight?
Product Collection features a custom headline, your logo, and two or more products, linking to a landing page or Store. Store Spotlight instead showcases multiple subpages of your Brand Store, each with its own image, and requires a multi-page Store. Product Collection promotes products; Store Spotlight guides shoppers into collections.
Do I need Brand Registry for Sponsored Brands?
Yes. All Sponsored Brands formats require enrollment in Amazon Brand Registry. Store Spotlight additionally requires a live multi-page Brand Store to link its tiles to.
Which Sponsored Brands format performs best?
It depends on your goal. Product Collection is the reliable default for product discovery, Video often wins on engagement and click-through, and Store Spotlight works best for brands with distinct product lines. Many advertisers run Product Collection and Video together.
Where do Sponsored Brands ads appear?
In prominent search-result placements — typically as a banner above, beside, or within the search results — making them a top-of-funnel awareness format that features your brand rather than a single product.
Or return to Module 4: Sponsored Brands or the course hub.