Module 4 · Lesson 1
Sponsored Brands: The Banner at the Top
What you’ll learn
- What a Sponsored Brands ad is made of
- Where these banners appear and where they can send shoppers
- The up-to-four-products mechanic and how selection works
- Why they’re a customer-acquisition tool, not just awareness
Sponsored Products win the shopper who’s ready to buy. Sponsored Brands win the shopper’s attention — a banner at the very top of search that puts your brand, not just one product, in the spotlight. This is the first of the brand-registered formats, so you’ll need Brand Portal registration from Module 2.
What the ad is made of
A Sponsored Brands ad is a customisable banner featuring three things:
- Your brand logo
- A custom headline — your message, in your voice
- Up to four products shown prominently
It’s still pay-per-click and keyword-targeted, like Sponsored Products — but instead of a single native listing, you get a branded storefront moment at the top of the page.
The up-to-four mechanic
You can load up to ten items into a Sponsored Brands campaign, and Walmart’s algorithm automatically features the four most relevant for each search. Give it a strong bench of products and let it pick the best line-up per query.
Where they appear
Sponsored Brands take the premium slot at the top of relevant search results, and also appear on browse pages (desktop and mobile web). It’s the first thing many shoppers see — prime real estate for capturing attention before they scroll.
Where they can send shoppers
Unlike Sponsored Products, which always land on a product page, Sponsored Brands let you choose the destination:
Brand Shop
Your free storefront — the strongest choice for brand storytelling and cross-selling your whole range.
Product page
Straight to a single hero product when you want focused conversion.
Curated search results
A filtered results page of your products for the query.
Why it’s really a customer-acquisition tool
Here’s the number that reframes Sponsored Brands: a large share of their orders come from new-to-brand buyers — shoppers who hadn’t bought from you in the previous year. Reported figures run from roughly 46% up to 69% of Sponsored Brands orders. So this isn’t just vanity awareness; it’s one of your best levers for winning brand-new customers.
That’s also why they especially benefit smaller and newer brands that don’t yet rank organically — the banner buys you visibility you haven’t earned in search yet.
Quick recap
- Sponsored Brands are a top-of-search banner with your logo, headline and up to four products.
- Load up to ten items; the algorithm features the four most relevant per search.
- They can send shoppers to your Brand Shop, a product page, or curated results.
- A large share of their orders come from new-to-brand buyers — strong for acquisition.