Sponsored Brands are Amazon's headline ad format, displaying your brand logo, a custom headline, and multiple products at the top of search results. Learn how they drive brand awareness, new-to-brand customers, and upper-funnel growth.
Sponsored Brands (formerly known as Headline Search Ads) are a premium Amazon ad format available to Brand Registry-enrolled sellers. They appear prominently at the top of search results—above organic listings—displaying your brand logo, a custom headline, and up to three products simultaneously. Unlike Sponsored Products, which promote a single listing, Sponsored Brands create a branded first impression for shoppers who may never have heard of you, making them central to upper-funnel brand building.
Sponsored Brands are the only Amazon ad type that exposes your brand identity—not just a product—to shoppers at the moment of discovery. Because they appear before organic results and feature your logo and headline, they create brand familiarity even when shoppers don't click. This top-of-funnel exposure is measured through Amazon's NTB (New-to-Brand) metrics, which are only available for Sponsored Brand campaigns.
Standard metrics like ACoS and ROAS tell only part of the story for Sponsored Brands. The full picture requires looking at NTB order rate, brand search lift, and Storefront traffic trends alongside direct conversion data. Sponsored Brands often look 'expensive' on ACoS alone—but when NTB customer acquisition and long-term repeat purchase behavior are factored in, they consistently deliver strong business-level returns for brands investing in sustainable growth.
